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Unleashing Creativity: The Innovative Marketing of BarkBox

Coho, my almost 2 year old hyper, sweet, sniffy, and energetic silver labrador is a rockstar when it comes to playing with, and testing toys. He takes some apart and removes their squeakers by performing what I call squeakerectomies.

Coho the Rockstar dog toy destroyer

imageIn today's ever-evolving and crowded and “ruff” world of marketing, companies are constantly searching for new and creative ways to capture the attention of their target audience. One company that has knocked the dog ball out of the park in my opinion is BarkBox, a subscription service for dog products. By combining passion, creativity, and technology, BarkBox has taken the world of pet owners by storm, demonstrating a masterclass in modern, innovative, human-centered or pup-centered marketing.

BarkBox, delivers monthly boxes of the ulti-mutt dog goodies and treats and even dog food and more. They even have special monthly add-ons like food toppers or the recent 420 special pack (disclosure Coho has never partaken in “special grass”).

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With a crazy deep understanding of their customers, and their furry family members, BarkBox has used an array of creative marketing strategies to engage dog owners and create a unique brand experience that is creative fun and functional.

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Effective storytelling is at the heart of BarkBox's marketing strategy. By creating fun themes around their monthly boxes, they establish an emotional connection with their audience.

Through leveraging holidays, seasons, and unique themes like Star Wars, BarkBox effectively plays on the emotional strings of pet owners. From the fun-filled 'Bark to School' boxes to the spooky Halloween 'Tricks and Treats' editions, they create anticipation, excitement, among their customers (both furry and non-furry).

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One of the most amazing aspects of BarkBox's marketing strategy is their ability to personalize the entire customer journey. From the initial website visit to the unboxing experience, BarkBox goes above and beyond to make dog owners laugh and feel special and also the dogs will know the box on sight and begin tail wagging for you to open it immediately.

They employ super creative copywriting, playful imagery, and relatable content that resonates with their target audience—dog lovers. By understanding the emotional connection between pet owners and their dogs, BarkBox taps into the joy, humor, and companionship that dogs bring to our lives, creating a powerful bond with their customers that want to continue the subscription or deeply disappoint their pup, and nobody wants to see Coho pout and sulk in his hiding spots.I would rather cancel Spotify or cable tv subscriptions than BarkBox.

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The unboxing experience is a crucial touchpoint (pawpoint) for BarkBox, and they've transformed it into an exciting ritual for both dogs and their owners. Each month, subscribers receive a themed box filled with unique and fun toys, treats, and accessories that are tailored to the size and needs of their dog.  innovative designs, and interactive elements that keep dogs entertained and engage their owners in playful experiences. This unique approach to product packaging and unboxing adds an extra layer of joy and value, making BarkBox more than just a subscription service—it's an bone-afide unique experience.

By the way, I seen at a local Lowes store they are selling individual BarkBox toys.

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BarkBox has revolutionized pet-centric marketing through its innovative and creative approaches. By leveraging personalization, and the excitement of unboxing (both human and furbaby), they have cultivated a loyal community of dog owners like me who eagerly await their monthly BarkBox experience. The brand's commitment to understanding the emotional connection between pets and their owners has allowed them to establish a powerful bond, making BarkBox more than just a subscription service—it's a part of the dog and their human buddy journey and fun each month.

Even their emails are funny and creative.
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BarkBox through Coho the Pups Eyes:

Woof!
Hi, human friends! It's me, Coho on the laptop, here to tell you about one of my most favorite things that happens to me every month. It's called a BarkBox, and oh’ boy, it's like a birthday surprise that arrives again and again!

Oh, boy…when the box is opened! The sight of the packaging alone makes me go wild and spin circles.

What I love most about my BarkBox is that it's always different. Just when I think I've figured it out or what it will be, a new box arrives with different toys and new treats. One month, I was in the middle of a 'Chewrassic Park' and the next, I was unwrapping 'Dogsgiving'!

So, here's a four-paw salute to BarkBox! Woof woof!

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As marketers, we can learn valuable lessons from consider the entire customer and users of products and how to delight with a experience and not just deliver.

Thank you to my good friend, Lynn Allen, who a couple years ago sent my pup a Barkbox.

Cheers,

Shaan & Coho

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