1. Case Study:
Beringer Vineyards

2. Campaign Overview
Beringer is an historic Napa winery with award winning wines founded by the Beringer
brothers in 1875. In the past this brand has been well regarded. The problem was their
portfolio of wines had become so large and at so many price points they were afraid
the brand had lost its premium stature in the market place.
The question was - could they pull it all together under one umbrella that would
resonate with the consumers? Could Beringer successfully sell a $10 Chardonnay and
a $150.00 reserve cabernet with one campaign?
The answer is Yes. We created a publishing theme on Facebook: Quintessential
California. Through our content the narrative not only told the story of Beringer but
also offered the California lifestyle to people who interacted with us. That is, anyone
interested in making ones own destiny and pursing their dreams. Just as the Beringer
Brothers did.
Beringer Vineyards: Quintessential California

3. Campaign Performance (2014)
Facebook gave Beringer Vineyards the platform to tell their brand story and to
successfully build a fan base. Consumers from different socioeconomic levels
enthusiastically engaged with the content, which led to the numbers below:
• Generated over 5.14 million campaign impressions in a year
• Grew Beringer Vineyards’ Facebook page by 217%:
• Over 95K new fans acquired with a relatively small ad spend ($36K)
• Top ad from campaign came in and consistently stayed at $0.28 CPL with
90% CPC to CPL conversion
• Fans were highly engaged with the campaign content:
• Averaged 8.5% ‘Weekly Page Engaged Users’ and 29.5% ‘28 Days Page
Engaged Users’
• Averaged 5.5% ‘Weekly People Talked About This’ and 18.5% ‘28 Days
People Talked About This’
Beyond Facebook:
• Drove paid tastings past 75K, up from 61K
Beringer Vineyards: Quintessential California