Barkbox: Producing Engagement in and Outside of the Box
Have a photogenic pup? Barkbox may be interested in making your four-legged friend insta-famous! In fact, a quick scroll through Barkbox’s Instagram will reveal image after image of curated content. As self-described “crazy dog people,” Barkbox understands its market well. The brand’s engagement strategy relies heavily on the same basis that bring subscribers to purchase the subscription in the first place — love and fascination for all things barky, fuzzy-faced, and wet-nosed.
This post features an image curated by @perithepittie on Instagram.
The popular subscription box brand has figured out that by showcasing many of its fan’s pups, often in “meme” style with a caption that pokes fun of our favorite canine quirks, it is offering constant, fresh and funny material. A major benefit as there is no need to look far to create a perfectly engaging post. After all, we all know how fast a good dog meme can spread.
Remember when Tuna a.k.a Phteven took over the internet in 2011?
That’s not to say that Barkbox doesn’t use its creative staff to make their own amusing content. Have you ever had the pleasure of opening a Barkbox? The brand’s M.O. is humor and it is noticeable from the moment you are introduced to its unique toys, humorous packaging and clever messaging. Even on their social and web sites, their trend towards pun-based and ironic humor is apparent. The brand is producing a compelling narrative of caring for your pet as much as you do, all the while, creating light-hearted memories for their subscribers via their communications and products.
A clip from their subscription box welcome email.
Barkbox’s created content stands out amongst the constant flow of dog memes while staying completely on brand. For Mother’s Day, a music video was released on their social sites called “Dog Mom Anthem.” It’s exactly what it sounds like, but with great consideration to current trends.
More recently, the brand put out a workout video, likely not intended to be taken seriously, featuring workouts that can be done with your dog.
This is one company that understands its market, has created a brand that works, and has a writer’s room that must be hilarious to work in! Overall, Barkbox does an excellent job in balancing curated and created content that’s captivating and keeps their followers subscribed for more!
