Driving New Uniques
to the Old Country Store
Cracker Barrel Old Country Store wanted to engage its customers with a high-impact digital campaign. But those customers had differing needs. For instance: Millennials visited the restaurants and stores less frequently than Boomers did.
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.
Epsilon produced a video series for Cracker Barrel called The Worst Camper in the World, with a quirky sense of humor that appealed to Millennials. Around this great content, both Epsilon and Conversant built a fully integrated campaign.
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.
–Desiree Graham, Director of Restaurant Marketing, Cracker Barrel
Throughout the four-week campaign, 13,000 new uniques visited the Cracker Barrel website. And they were overwhelmingly happy with the experience.
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%.