Social media lessons from BarkBox’s campaign for the NFL’s big game
The team behind a dog’s perspective on the NFL championship shares how they approached their social media strategy and lessons to be learned for jumping on the next big cultural moment.
Cats might be the darlings of some internet circle, but BarkBox, a subscription service for toy and treats for furry family members, is putting its best paw forward with commentary and memes on Twitter. The team is tuned into pop culture with tweets about ABC’s “The Bachelor,” and Super Bowl LV.
Alexis Nelson, social media manager for Bark, the parent company for BarkBox, breaks down the team’s approach to joining the conversation online for Super Bowl LV and how other brands can think about joining a trending topic on social media.
PR Daily: How did you develop the “voice” for your tweets on the big game?
Nelson: We love a dog voice in which they know a little about what is going on, but because everything is through a dog’s point of reference, they’re going to be a bit confused about the details. What would dogs recognize? Men, balls, and grass. What would they not recognize? Everything else. Any sport becomes a convoluted game of fetch. Lines on the field are confusing, because… why would someone draw all over the park?
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