BARK wanted to strengthen brand affinity, grow their organic audience, and keep the brand culturally relevant through a distinct, in-character “dog POV” community voice. 

The client’s goal was to increase engagement across Instagram and TikTok, build awareness outside of owned channels, and establish BARK as one of the most active, recognizable voices participating in trending moments across social. 

We identified a major opportunity for BARK to strengthen its social presence through a distinctive, character-driven community management approach. Rather than responding in a standard brand voice, we pitched the idea of transforming all community interactions into first-person, in-character dog replies: unserious, chaotic, and unmistakably “BARK.”

We proposed a full outbound community management strategy rooted in:

• Dog POV commentary on creator and trend posts
• Social-native humor designed to spark replies, shares, and virality
• Cultural-first participation in trending audio, memes, and niche communities
• A uniquely unhinged TOV that no other pet brand was using at this scale

Over 6 months, TSS built and executed a proactive CM system rooted in BARK’s brand guidelines.

Key actions we executed:

1. Commenting on creator + trending posts we weren’t tagged in

Inserted BARK into conversations with sharp, funny, dog-led replies and one-liners, crafted to spark replies, shares, and tap-throughs.

2. Jumping into cultural moments immediately

From seasonal humor (Thanksgiving toys, advent calendars) to viral memes (narrator trend, brainrot edits), we entered trending moments with dog POV jokes, punchlines, or meme-style responses.