For our Pirate BarkBox, we gave fans a captain’s POV of a full-blown mutt mutiny. The salty voiceover brought the character to life without having to bring them on-screen, leaving the focus on our dogs (just like BARK fans like it).

For the Meta ads below, we focused on the “free loot” aspect to promote our double deluxe offer. We also tried out new evergreen messaging that let us allude to the idea of a theme without getting into specifics.