Sheryl Crow & Chateau St. Jean

Treasury Wine Estates

Re-launching the successful Notes of Hope campaign in 2014. We served up a perfect pairing of relaxed elegance: Chateau St. Jean wines and multi-platinum recording artist Sheryl Crow.

Able to be customized with multiple modules like: sweepstakes entry, recipes with pinterest integration, social engagement and sharing, music downloads and more. The newly designed responsive site will serve as the launch platform for not only the Notes of Hope program, but the subsequent Holiday Harmony and Soak up Sonoma programs as well.

Sheryl Crow, a survivor and advocate of the cause, provided great synergy and a genuine reason for the brand’s involvement in this ever-crowded space. Retail programming included new recipes selected by Sheryl, tie-in partners, IRCs, MIRs and coupons, sampling and the following brand donation: “$1 of every bottle purchased during October will be donated to breast cancer research, up to $100K.”

Consumers were encouraged to share their own “notes of hope” via social media networks, telling their stories of how breast cancer touched their lives. Ten lucky fans that shared their note won a Gibson guitar autographed by Sheryl, and tickets to an intimate live session with Sheryl!

Since the launch of its partnership with Sheryl Crow, Chateau St. Jean sales has seen a 20+ percent lift in sales!

Filed under:

  • Creative Direction
  • Campaigns
  • Branding

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