Real Dogs caught in the act:
HOW WE HARNESSED & MIMICKED UGC CONTENT
Dog people love ads with dogs in them. But they love authentic videos from fellow dog people even more. That’s why we approached UGC from 2 angles: 1. sourcing content from real fans and 2. learning how to imitate common influencer styles.
To launch our Lake Life BarkBox, we were hoping to find an influencer with a waterfront home. Instead, we had to become one ourselves. Using the SniffSpot app, our photographer Lauren snagged an hourly rental. There, she shot the scenes I had loosely sketched out in the voiceover script, leaving lots of room for Gendry the pup to just be himself and have fun.
We rented a lake house just for Gendry
When we saw @scoobyhoovy sporting our Grinch wearable, we KNEW we had found a star. With some fun copy and editing magic, it became one of our top Christmas performers of the 2023 season.
THIS DOG REACTION ACTUALLY MADE HEARTS GROW
In BarkBox lore, dogs and squirrels are sworn enemies (see our yearly Squirrel Day takeover for evidence). So when we launched our Squirlz box, we felt it was time to stoke the feud with a faux beef: an irritated Karen who did NOT enjoy the rodents in this month’s box. While the character is fake, Chewie’s zoomies are 100% authentic.
THE INTERNET LOVES A LITTLE OUTRAGE
When I saw this fan content, I had but one demand: “Can we please put this to an EDM beat and make it a dance remix?” We could and we did, and it’s a banger. When the box drops, you gotta get hyped.
Sometimes, a catchphrase falls into your lap.
Where’s the last place you’d expect to spot Big Foot? Your bed! Our photographer Lauren captured her dog unboxing their Cryptids BarkBox and all I had to do was write a funny voiceover.
A NATURAL UNBOXING FOR OUR SUPERNATURAL BOX
credits
Senior Writer: Jaime Walker
Senior Editor/Motion Graphics Designer: Paul Clark
Photography: Lauren Holle
Producer: Lisa Kirshner
Associate Producer: Toby Donahue