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Case Study
Driving new customers to the Old Country Store

Project

Integrated campaign

Services

Strategy

Targeting

Creative services

Content development

Industry

Restaurant

THE STORY

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.

THE SOLUTION

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.

The Results

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.

2X

higher than average
video CTR


“We’re very happy with the outcome of the campaign and what we learned for the future … it is money well-spent when a partner thinks outside of the project confines.”

 

— Desiree Graham, Director of Restaurant Marketing, Cracker Barrel

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