With 500,000 subscribers to its delivery service and over 4 million fans on Facebook and Instagram, BarkBox’s social media team creates original video content and shares relatable memes with its followers in order to remind them of the emotional connection humans have with their furry friends. “We use mission-based marketing at an ambition-based company,” said CMO Jay Livingston, who joined Bark from Bank of America this July. “By not holding our social team to reach sales requirements, we give them an environment to create entertaining content to reach our highly engaged audience.”
We started this whole operation to serve the people who are just like us: nuts about dogs. We're "our dogs have more elaborate parties then we do" obsessed. We eat ramen noodles while our dogs dine on organic grass-fed beef. We are disappointed when our dogs don't follow us into the bathroom. Our families think it's cause for concern. But who cares about them? We're here for you and your dog. We've never met your dog, but we know we love them.