BarkBox uses social channels to entertain consumers rather than to attempt to sell to them. "We start conversations about dogs and form relationships with people around dogs in general," said Stacie Grissom, the brand's head of content.
Sign up for SmartBrief on Leadership
Innovative ideas about leadership and management
Get the intelligence you need: news and information that is changing your industry today, hand-curated by our professional editors from thousands of sources and delivered straight to your inbox.