Case Study

Driving New Uniques
to the Old Country Store

13K

new site visitors
in 4 weeks

2X

higher than average
video engagement rate

10%

lift in email
click-to-open rate


With engaging content and expert targeting, Epsilon and Conversant built excitement around Cracker Barrel among consumers of all ages, and spoke to them all as individuals.


The Challenge

To increase the engagement of all age groups, Cracker Barrel turned to Conversant and to Epsilon—the global leader in turning data-driven marketing into lasting relationships.

We built a fully integrated campaign around Epsilon’s video series, which in itself had cross-generational appeal.

Our Solution

With our massive amount of real-time, anonymized consumer data, Conversant understands people across 7,000+ dimensions, allowing us to determine the right ones to target. We created a custom audience using several data sources, including: location intelligence (recent visitors of Cracker Barrel and the casual-dining restaurant category); cross-device browsing history across websites and apps; digital video views; psychographic data; and demographic data. We also used our contextual-video knowledge to target custom audiences of Boomers, Retirees and Millennials.

Epsilon ran a multi-touch email campaign, delivering high-engagement emails that included video links, downloadable apps, social content, e-commerce links and directions to the nearest restaurant.

Conversant delivered display ads across all the target consumers’ devices with industry-leading accuracy, for a continuous, seamless brand experience. We also executed a social campaign that targeted custom Facebook audiences as well as Cracker Barrel’s Facebook and Instagram followers.

"We're very happy with the outcome of the campaign and what we learned for the future. Epsilon and Conversant also provided important insight on some of our business challenges. It is money well spent when a partner thinks outside of the project confines—that is pretty rare."


–Desiree Graham, Director of Restaurant Marketing, Cracker Barrel

The Results

The video click-thru rate was 0.42%, more than twice the average of video ad CTRs for casual dining restaurants. On Facebook, the video CTR—at 0.13%—was nearly twice the average for that website, and averaged an impressive video completion rate of 20%.

Among the numbers we’ve driven:

2X+
THE CTR OF THE AVERAGE CASUAL-DINING RESTAURANT VIDEO AD
2X
THE CTR OF THE AVERAGE FACEBOOK VIDEO
20%
VCR on Facebook
10%
LIFT in click-to-open rate