BarkBox is a phenomenon in the consumer pet market. It has 500,000 delivery service subscribers and more than 4 million fans on Facebook and Instagram. BarkBox’s social media team creates original video content and shares relatable memes with its followers to remind them of the emotional connection humans have with their furry friends. In other words, the content that gets produced for BarkBox’s social channels will hopefully inspire people to become subscribers or consumers, but its main intent is to entertain a dog-loving audience.
Source: AdWeek, December 4th, 2017.
While the marketing and entertainment team doesn’t always know what will work best for their audience, they follow their intuition and learn from any missteps.
INSIGHTS: BarkBox is something animal health pros should watch. Its connection to animal owners is enviable while their methodology is quite different than our regulatory-minded roots.