Social media at its best sparks emotion. The most successful brands on social media make you feel something and provide their fans with much more than just a surface level sales message.
In our social media partnership with Cracker Barrel, an iconic brand known for its country cooking and home away from home vibe, we focused on capturing a simple yet fleeting emotion with our social content: nostalgia. The nostalgia of the road, of home-cooking, of the moments you go back to again and again. Our overarching social strategy matched that of Cracker Barrel’s corporate promise: Please People. Make them smile. Make them laugh. Make them hungry.
More Fans, More Engagement
During our one year managing Cracker Barrel’s social networks, our Facebook fanbase grew nearly 60 percent from 1.7M fans to 2.7M fans while Twitter grew 75 percent from 54K fans to more than 95K. Our engagement rate across both networks also increased 50 percent year to year.
Going HAM on Instagram
Cracker Barrel didn’t have an Instagram audience when we took over. Now they do. We launched their presence and saw immediate success as our aggressive strategy featuring a mix of heart and humor quickly grew our fanbase to more than 10,000 biscuit lovers.
Relevant Content for Relevant Conversations
We dropped Best Peg-Ture on Oscars night. We got lovey-dovey and created original Cracker Barrel Valentine cards. We created a week’s worth of content including videos and an infographic to celebrate National Buttermilk Biscuit Week. We joined relevant conversations in a fun and engaging way and our fans ate it up.
We produced and directed seasonal social photoshoots for Halloween, Fall/Thanksgiving and Christmas, covering everything from restaurant to retail to Sock Monkey. Our original and authentic photography helped Cracker Barrel to its highest monthly engagement rate ever on Facebook. (And yes, we may have done some modeling, too.)