How BarkBox Took an Obscure Vacation and Turned It right into a Killer Social Media Marketing campaign

January 21st is Nationwide Squirrel Appreciation Day, and there are actually solely 2 varieties of people that know this:

Squirrel enthusiastsBarkBox followers

Squirrel fans love squirrels. BarkBox, however has taken this obscure vacation and turned it right into a social media marketing campaign that’s not possible to not speak about.

In digital advertising and marketing, it’s straightforward for issues to get banal. We get used to seeing the identical headline templates, the inevitable “10% off of your preliminary order” electronic mail, and the “comply with us to win our product giveaway.”

It’s the identical stuff with a special model on it. 

However BarkBox has a behavior of holding issues contemporary. Their technique goes in opposition to the grain, saying no to the same-old same-old and sure to the “this would possibly work, or it would completely flop and be one of the crucial talked about digital advertising and marketing marketing campaign failures of 2020.”

And we, for one, commend their bravery. 

The corporate sells month-to-month subscription packing containers for canine toys and treats, and so they noticed a chance and ran with it. 

Nationwide Squirrel Day.

Due to BarkBox, over 2 million individuals simply discovered that as we speak is a day for appreciating squirrels. And due to the hilarity of the marketing campaign, increasingly more individuals learn about BarkBox. In spite of everything, that’s an important aim for social media.

Whereas we want they’d livestreamed the assembly the place this marketing campaign was greenlighted, we’ll take an outdoor have a look at what they’re doing and the way we’re guessing it’s affecting them.

BarkBox Is on A Social Media Rampage

Effectively, truly we should always say the squirrels are. BarkBox’s social media marketing campaign is stemmed from the rebellion of squirrels who’ve taken over their social media accounts.

Right here’s what their Instagram account seems like proper now:

And that is their present Twitter profile:

BarkBox's Twitter account taken over by squirrels

The premise of their social marketing campaign is that squirrels are searching for revenge and want to get their nuts again, and so they’re holding BarkBox hostage till they achieve this. 

BarkBox's tweet asking for nuts

To assist BarkBox, their followers are posting nut emojis 🥜 within the feedback of the squirrels’ posts (there’s a sentence we by no means thought we’d say).

Instagram comments from BarkBox followers with the peanut emoji

Why Is BarkBox Operating This Marketing campaign?

Easy: to get individuals speaking and enhance social engagement. Do you assume we’d have revealed this text if BarkBox was operating a “Get 10% off your first BarkBox by signing up together with your electronic mail right here,” marketing campaign?

No. The reply to that’s no.

We’re not even batting an eye fixed, not to mention placing effort into writing an article to summarize that marketing campaign.

However a squirrel take-over marketing campaign?

We simply put a rush supply on this publish. 

Not solely is the digital advertising and marketing world watching BarkBox, however so are their clients. A measurement of their marketing campaign’s success is the feedback pouring into their social media profiles—no matter if they’ve nuts connected.

Followers are asking BarkBox “ WTF is occurring over right here as we speak?? 😂.”

And an immeasurable, however definitely viable, measurement is the quantity of people that have despatched or stated the above message to a buddy who additionally subscribes to BarkBox. 

Simply ask us how we all know.

Slack messages between the DM team about the BarkBox campaign

The start line of all digital advertising and marketing is getting individuals to speak about your product. We are able to assume these campaigns work nicely for growing BarkBox consciousness as a result of this isn’t the primary time that BarkBox has run a marketing campaign like this.

They ran the identical squirrel marketing campaign final 12 months for this vacation, however probably the most viral marketing campaign was far more current.

Two months in the past, they created a “Huge Honkin’ Pig in a Blanket” canine toy that went viral for its… aesthetic. Discover the Fb remark within the left-hand nook of this picture and ensure to note BarkBox’s response.

BarkBox's Big Honkin' Pigs in a Blanket Toy

Clearly BarkBox is aware of methods to create content material that drives consciousness: the primary stage within the Buyer Worth Journey.

Should you want extra assist together with your digital advertising and marketing efforts, you’ll be able to grow to be a DM Insider for FREE to get immediate entry to our Buyer Avatar Worksheet, so you understand how your clients would react to an out-of-the-ordinary marketing campaign, like BarkBox’s.

How Is BarkBox Going to Capitalize Off of This Marketing campaign?

There are three primary ways in which BarkBox is (most likely) going to capitalize off of this marketing campaign:

Growing model awarenessDriving web site visitors that may be retargetedConversions

Growing Model Consciousness

Such a marketing campaign will get individuals speaking and performing, which all drive extra consciousness to the BarkBox product. For instance, right here’s user-generated content material from a follower of BarkBox, reposted by BarkBox:

An Instagram story from a BarkBox follower of a golden retriever on a walk with text

By posting this story, all of their followers now learn about BarkBox. The maths is straightforward right here: the extra people who learn about your corporation (usually talking) the extra money your corporation could make. 

Consumer-generated content material like this turns your clients into your salespeople. As a substitute of you paying Instagram to point out a narrative to a audience of canine fans, this person simply did it for them at no cost.

BarkBox is constructing model consciousness by creating an out-of-the-norm marketing campaign that’s going to get individuals speaking and posting.

That’s Step One of many Buyer Worth Journey achieved proper 👏.

Driving Web site Visitors That Can Be Retargeted

You understand whenever you go to an internet site and abruptly you see the advertisements for his or her product in all places? That’s retargeting, and BarkBox has their monitoring pixel prepared and ready for this marketing campaign.

There’s a excessive likelihood that the individuals who simply grew to become conscious of BarkBox are visiting their web site to see what’s going on with this squirrel takeover. Utilizing a monitoring pixel, BarkBox can then promote to those individuals on social platforms like Google or Fb.

And since they’re further savvy, they created particular advert campaigns for this group of web site guests which are themed round this squirrel takeover. This manner they (once more) break the mould of a daily digital advertising and marketing marketing campaign and proceed the dialog about this marketing campaign.

The truth is, among the DM workforce has already been retargeted. Did we name it? Or did we name it?

An Instagram DM between 2 DM team members with a BarkBox ad saying


Bear in mind, the extra people who learn about your corporation the higher your corporation will do. BarkBox simply elevated the variety of people who find themselves conscious of their enterprise, which signifies that there’s a fairly large likelihood that they’re going to see conversions from this marketing campaign.

Whether or not these conversions are taking place proper now on their web site or are going to occur by means of retargeting, it’s inevitable that BarkBox lands some clients from this marketing campaign.

And on the finish of the day, that’s your entire level of digital advertising and marketing. Whereas entrepreneurs are definitely centered on constructing model consciousness, their aim is to maneuver individuals by means of the eight steps of the Buyer Worth Journey so that they grow to be clients and raving followers of the enterprise.

The Customer Value Journey Worksheet

With out query, we all know that this text taught you one thing new—that January 21st is Nationwide Squirrel Day. However we additionally hope you discovered a bit in regards to the behind-the-scenes advertising and marketing methods being utilized by BarkBox.

Should you want extra assist together with your digital advertising and marketing efforts, you’ll be able to grow to be a DM Insider for FREE to get immediate entry to our Buyer Avatar Worksheet, so you understand how your clients would react to an out-of-the-ordinary marketing campaign, like BarkBox’s.

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