The contest was weird and off-putting to some (aka, her mom), but with the audience it HIT. They offered to pay for 100 people to get a tattoo. But this year for National Dog Day, they did something a bit quirky. She doesn’t think they're great entertainment for your audience and they lead to fair-weather followers. Grissom’s team made a contest for National Dog Day and collected 16,000 emails and earned 750 pieces of earned media. Contests can hit it big with an audience (even if, or especially if, they are weird and off-putting) BarkBox knows the trick to keeping its customers engaged” article in Campaign.įor example, they made videos of dogs that looked like Tom Brady and Peyton Manning, one of which appeared on Late Night with Seth Meyers. Their obsession with always bringing the conversation back to dogs has gotten them a ton of PR coverage, including one year with an article about how the team’s content outperformed the social content of Super Bowl advertisers – “How a little-known subscription service outperformed Super Bowl advertisers on social: Don't let the cute dog pics fool you. You don't need a Super Bowl ad to make a huge impact on social media around the Super Bowl.Įvery year during the Super Bowl, the team at BARK is doing some stunt related to dogs and the big game. For example, Jonathan Graziano, who went viral on TikTok with his pug Noodle. And those people would go on to find their own success. To make these viral moments, Grissom looked for people with not just content talent, but comedic talent as well. It got PR pickup many times over the years, including The New York Times,, and The Atlantic. It got a ton of PR coverage, but the ultimate win was clips were shown on NBC's Nightly News on 9/11/15. Her team produced a short video where they threw a 16th birthday party for the last surviving rescue dog from 9/11. In 2015, this lesson of virality exploded and she learned that you can tie a viral moment into a PR sprint. In her first job at a small business selling scarves and reading glasses, Grissom got a taste of making things go viral when she crashed the company website twice with a viral Pinterest infographic she made. Some lessons from Grissom that emerged in our discussion: A viral moment can tie into a PR sprint. Listen on Apple Podcasts | Listen on Spotify | Listen on Google Podcasts Stories (with lessons) about what she made in marketing Listen to our conversation using this embedded player or click through to your preferred audio streaming service using the links below it. In its most recent full-year results, the company earned $507.4 million in revenue, a 34% increase year-over-year. Over the last decade, she has hired 40 writers, comedians, and content creators.īARK is a public company traded on the New York Stock Exchange. You can hear the story behind that lesson, and many more lesson-filled stories, from Stacie Grissom, Director of Content & Communications, BARK (the maker of BarkBox).īARK has grown from 2,000 subscribers to over 2 million during Grissom’s tenure, where she was employee number three (now there are over 600). So when our latest guest shared the lesson, “use artificial intelligence and your marketing budget to make your customers’ lives more fun and interesting” I was all ears to learn a new perspective on using AI…and really, a unique perspective on how to approach marketing in general. But I’ve mostly been thinking of artificial intelligence in a very practical sense. We’ve been exploring AI in the MECLABS SuperFunnel Research Cohort LiveClasses. This article was published in the MarketingSherpa email newsletter.
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