Cracker Barrel’s guest base was evolving, with more and more millennials visiting, though less frequently than boomers. The brand engaged Epsilon and Conversant to target and engage millennials and boomers of a certain age-base, psychographics and demographics.
We created a fully integrated campaign around a video series titled “The Worst Camper in the World,” including multi-touch emails featuring high-engagement content and links to the videos, real-time targeted social content via Facebook and Instagram feeds, a downloadable app, e-commerce links, location-based maps of the nearest restaurants and a countdown clock to the end of the promotion.
To build awareness, we also created animated banners and used anonymous location intelligence data to target individuals who had visited Cracker Barrel and other casual dining locations in the past. And we leveraged our contextual video targeting capabilities to reach millennial, boomer and retiree audiences.
With engaging content and expert targeting, Epsilon and Conversant built excitement around Cracker Barrel among consumers of all ages. The 4-week campaign drove approximately 13,000 new unique users to the Cracker Barrel website. Video click through rates were 2X higher than the average for casual dining restaurant video ads and nearly 2X higher than the Facebook average.
We also helped Cracker Barrel establish an effective social presence for the promotion. And we drove an average email click-to-open rate that was 10% higher than Cracker Barrel’s baseline.
— Desiree Graham, Director of Restaurant Marketing, Cracker Barrel