BarkBox High, Dog! Mellow Out, It's The BarkBox & Super Chewer 4/20 Collections
Apple Of My High, Zoomie Shroomie, B-O-N-G-O and Foggy Green Giant are just a few of the many hilarious doggie products BARKBox is marketing as part of their new “High, Dog! Mellow Out, It’s The BarkBox & Super Chewer” collection. 🐶🦴
An Example of Brand Campaign Marketing Done Right!
Launched on 1 April 2022 (no it’s not an AprilFoolsDay joke!), Bark’s dope doggie digital marketing campaign has gotten off to a strong start. The brand is utilising several forms of content marketing to spread product awareness starting off with a well-written landing page consisting of eye-catching headlines, punchy paragraphs, internal and external link building, and a long-form word count. All traits of a blog that’s going to rank well on Google SERPs (Search Engine Results Page)! 👊
A Strong Link-Building Strategy
Furthermore, there are 65 additional backlinks that BarkBox’s promotion landing page has already acquired from 5 referring domains, 98% of which are follow links (the best kind!).
Social Media Marketing - Organic and Paid
For example, if a brand’s social media channels already receive consistent impressions and engagements amongst followers, it’s likely that future marketing campaigns will acquire the desired KPIs (i.e., website traffic, customer enquiries, product sales) organically.
That is, of course, if the follower engagement is in a positive light and supportive of the brand, which in Bark’s case, it is.
Furthermore, their online follower base is massive with 897k Facebook followers and 429k followers on Instagram! Thus, I wouldn’t be surprised if their 420 campaign does extremely well via purely organic marketing and without the need for any ads, whether on social media or Google AdWords.
User-Generated Content (UGC) and Social Proofing
Finally, Bark is capitalising on one of the strongest forms of marketing in 2022 — user-generated content (UGC). By asking website visitors and social media followers to post a photo of their dog having a high time with a Bark product and to use the hashtags #barkboxday or #superchewer, Bark is instantly strengthening their social proof and campaign awareness by a huge amount. Again, the success of UGC depends on the current impressions/engagement activity — which Bark has in spades.
Kudos to the copywriter for coming up with so many hilarious call-to-actions (CTAs) and incorporating them so smoothly into the cannabis-themed promotion landing page on the Bark website. One of the hardest things to do as a business writer and content marketer is writing strong CTAs that catch the reader’s eye and aren’t too “salesy”. It’s all about finding a balance!
Out of all the Bark campaign call-to-actions, the B-O-N-G-O one is my favourite:
I also looooove this one…
Who is Bark?
Bark is the company behind BarkBox, Super Chewer, Bark Bright, and Bark Eats subscription boxes that deliver toys, treats, and services to over one million dogs every month.
“The BARK family encompasses BarkBox (themed monthly deliveries of innovative plush toys, treats, and chews), Super Chewer (themed monthly deliveries of tough and fluff-free toys, treats, and chews), BARK Bright (science-based health and wellness products), BARK Eats (nutritionist-crafted food delivered to your door), BARK Home (home goods for dogs and dog people), and a retail-only arm with exclusive collections in your favorite stores, like Target, PetSmart, Petco, Costco, and more.
We believe that dogs and humans are better together, and aim to be the world’s favorite dog-centric content source. So when you need to know more about the color of your dog’s poop, you know where to find us.”
Bark’s brand awareness and product marketing campaign ladies and gents, is marketing done right and is definitely worth following if you need inspiration and creative ideas for your social media strategy!