![]() Influencer marketing has definitely helped this brand amplify this strategy and strengthen its brand awareness.īarkBox is just one of many brands that have enjoyed the success of influencer marketing. That’s been tremendous in getting new customers”. People have started to do these video reviews with their dogs and putting them on YouTube. According to Digiday, “The most effective marketing has been customer box opening videos. Obviously influencer marketing is a key marketing strategy for BarkBox. In 2022 alone, the brand racked up over 4M views across YouTube! Interestingly, just like during 2020, BarkBox was mostly mentioned in lifestyle and technology content. It may be due to the flexible subscription service the brand offered during the pandemic, but pet owners are still loving BarkBox. In short, yes - over the last year, BarkBox was mentioned approximately 1,000 times on podcasts and YouTube by 180 creators. This act of corporate kindness, coupled with the rise of online sales and pet ownership, led to loyalty from existing customers and good buzz that drew in new ones. The company responded to the crisis by allowing more flexibility with its subscriptions, understanding that many of its customers were facing financial instability. As a result, the company stated that they felt confident that even during times of uncertainty, their business can still remain solid.ĭoing good during this time also scored the brand big points. Suzanne McDonnell, the Chief Commercial Officer & Head of Ventures and Partnerships of Bark, credits this to the care people give to their animals, and the joy they feel as a result of their dogs being happy. ![]() While many companies took a hit as the world seemingly came to halt back in March 2020, BarkBox actually saw an increase in new subscribers. BarkBox allowed people to give their dogs the highest level of care without risking their own health by making a trip to the pet store. Like many DTC companies and other subscription-based services, BarkBox saw an increase in business as their service, which was once deemed as merely a ‘convenience option’, became a way for people and their pets to stay safe. The combination of new dog owners and existing pet owners being forced to stay home created a perfect opportunity for BarkBox to shine. While impending loneliness was definitely a factor in the number of animal adoptions, less depressingly, the time at home also worked as a great opportunity for pets to become acclimated with their new homes without the distractions of the outside world. On average, adoption and fostering rates more than doubled, leaving many shelters empty and homes full with loving animals.Īs people were preparing to spend a significant amount of time at home, the need for companionship became glaringly obvious. According to The American Society for the Prevention of Cruelty to Animals, its Los Angeles office saw a 70% increase in animals going into foster care. Israel’s oldest and largest animal shelter was able to match over 80 animals to loving homes in only two weeks as the country went into lockdown. In South Africa, TEARS Animal Rescue was able to place all of their 100 dogs in homes after making a call to the public. Whether it was motivated by the fear of being alone for an unknown amount of time, or because people no longer had to juggle taking care of their pets and being out of the house, shelters across the world saw a spike in demand for animals.įrom New York to Tel Aviv, animal shelters ran out of dogs faster than grocery stores ran out of toilet paper. If anyone doubted the saying “a dog is a man’s best friend,” the immediate increase in dog fostering and adoption following the shelter-in-place order proved them wrong. This uptick in business was likely also a byproduct of the massive increase in animal fostering and adoptions which was brought on by the need to shelter in place. While locally owned businesses struggled to survive amidst the pandemic and the social distancing guidelines and restrictions that followed, BarkBox saw an increase in business as this DTC pet marketing product fit perfectly within the guidelines of the stay-at-home orders. BarkBox currently has over 600,000 monthly subscribers, and a reported retention rate of 95%, which didn’t falter during the global pandemic. BarkBox’s subscription model is broken down into three pricing categories: a single one-month for $29, six-month subscription for $25/box, or a 12-month subscription for $22/box. ![]()
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