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Raising kids in the digital age isn’t easy, but Bark makes products that help parents keep their kids safe online and in real life. Bark has an app, a phone, a watch and a home device that lets families set parental controls on their internet-connected devices. After running their influencer program internally for 2 years, Bark saw the results they needed to significantly scale their influencer work, especially after adding new products to their portfolio, but did not have the internal resources to do so responsibly. The constant need for fresh influencers, and the struggles of distributing contracts and custom information to each influencer, became too disorganized to handle themselves, while maintaining the necessary oversight over each piece of content. Bark also wanted to lean into paid media, and needed help obtaining ad-ready assets and usage rights at a reasonable price.
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Bark came to Word on the Block to scale their existing influencer marketing program. Bark already knew the types of influencers that worked for their brand, as well as the package they wanted influencers to agree to, but needed Word on the Block to find new creators, negotiate the best rates, organize separate campaigns around different products, accurately measure each campaign’s results, and obtain assets that their paid media team could easily plug into their Ads Manager. Word on the Block built separate campaigns for each of their products, each consisting of a plethora of real, pre-vetted influencer offers, custom instructions, custom click through links, and custom contracts for each influencer, and an organized timeline of milestones, including script and draft submission deadlines and posting dates. Each campaign was set up with a script and draft portal for Bark to easily review all content submissions, provide feedback/revisions and approve content to go live, all in one easy-to-use dashboard view. Each finished asset, available in 4 different aspect ratios for use on different platforms, was easily accessible in a content repository with information on usage rights type and duration for streamlined sharing across their internal teams.
Through Word on the Block, Bark now engages over 50 influencers per month across their different campaigns, with multiple videos per influencer per month, and usage rights to all content produced. With limited oversight and manual work, Bark has scaled their influencer program 5x with month-over-month improvements across all top and bottom funnel metrics they track. Bark’s program is now delivering a ROAS of 4:1 on the organic posts alone, with an excess of ad-ready content for use in paid amplification, driving results even higher. Organic posts have generated over 20 million views, over 1 million engagements and 300,000 website visits.
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