WE SPEAK DOG

BARK’s first ever Pinterest ad campaign, highlighting our dog expertise and cheeky humor.

I designed brand awareness ads, utilizing existing lifestyle assets to minimize risk, and feel more like an organic post than an ad. I collaborated with a project manager, senior copywriter, animator, and art director. The senior copywriter and I brainstormed headlines, and arrived at "WE SPEAK DOG" - the concept that BARK knows dogs so well, we can read between the lines and reveal their true desires, like a BarkBox - and "All Dogs Deserve BarkBox" - tapping into the intense love and care people feel for their dogs. From here, I researched Pinterest as a user and their advertising best practices: minimal text, and editorial photography. I shared these findings with my teammates along with photo selections, ad mockups, and storyboarded ideas for the animations. My art director and I narrowed down the photos to use, and I designed lockups and photo treatments. The growth marketing team loved both directions, and asked for both sets of ads. The campaign was so successful, that they ran it again on both Pinterest and Snapchat.