Revamping Social Strategy to Drive E-commerce Sales

Retail Content Strategy

Challenge

Cracker Barrel Old Country store is chock full of unique finds in-store and online, but given the sheer volume of products, it can be tough for individual items to truly shine. The brand came to us hoping to drive ecommerce sales and elevate its seasonal collections through a revamped social strategy.

Solution

We started by identifying what existing and prospective customers would be interested in seasonally, then selected a variety of products that best represented the collection themes. Through custom photo and video shoots—both on-location with talent, and in-studio—we brought those products to life and created monthly calendars of quick-turn content, including informative yet pithy copy that further developed the Cracker Barrel social voice.

Results

This strategic approach to the brand’s social marketing brought new shoppers into the sales funnel, increased ecommerce traffic, and boosted social engagement among brand loyalists and new generations of fans.