Chateau St. Jean is a winery that traditionally represented casual elegance and a relaxed Sonoma lifestyle. Through Facebook, the brand learned that its target audience of women aged 35-45 were more interested in discussing daily life challenges than wine details. The brand's campaign, "The Journey's the Thing", positioned Chateau St. Jean as a big sister who provided advice and empowerment to women. By connecting with consumers on Facebook, women felt part of the winery community even if they did not live near Sonoma. The successful campaign drove over 1.75 million impressions in under a year and sales increased 19% to 800k cases.

1. Case Study:
Chateau St. Jean

2. Campaign Overview
Chateau St. Jean is a traditional Sonoma winery, a little dusty but with great wine and
rich history. It was always thought to represent “ casual elegance,” and to offer its
consumers a relaxed Sonoma lifestyle. CSJ didn’t really know who was drinking their
wine, beyond the demographic of women.
Through Facebook, we were able to find out who their consumer really was and what
they wanted to talk about. We discovered that Chateau St. Jean’s sweet spot was
women 35 - 45, and although the brand truths were important to them, it wasn’t
grapes, or soil or history they were particularly interested in engaging with.
What these women did want the brand to address is their daily lives: the challenges
and issues that women go through and think about. It became the center of our work –
The Journey’s the Thing. In effect, CSJ became a big sister and confidante to these
women. Giving advice, making an insight, and empowering them. Not to mention just
having a good laugh. We understood her, validated her, and laughed with her.
Many consumers did not live in or have access to the California winery but by
connecting to and engaging with our community on Facebook women felt they were
part of the CSJ and were happy to share it with their world.
Chateau St. Jean: The Journey’s The Thing

3. Campaign Performance (2014)
Facebook gave Chateau St. Jean the right platform to a compelling brand story and
build a strong following, driving powerful results.
• Generated over 1.75 million campaign impressions in less than a year
• Top ad from campaign came in and consistently stayed between $0.25 - $0.29 CPL
(Cost Per Page Like) with 90% + CPC to CPL Conversion
• Fans were highly engaged with the campaign content
• Averaged 11% ‘Weekly Page Engaged Users’
• Averaged 7.6% ‘Weekly People Talking About This’
Beyond Facebook:
• Sales jumped 19% to 800K cases
Chateau St. Jean: The Journey’s The Thing