How Bark Social Unleashed Innovative Targeting Strategies to Bring in Pet-Friendly Patrons
Bark Social, the first social club for dogs in the mid-Atlantic, teamed up with GroundTruth to increase visits to their doors.
While the clubhouse invites “dogs and dog lovers to have fun”, Bark Social wanted to attract both dog owners as well as new audiences who might not necessarily own a pet but want to experience a first-of-its-kind venue and unique night out.
Throughout a three-month campaign, GroundTruth helped Bark Social reach key audiences based on behaviors such as visitation specific categories of businesses and brands within driving distance of the Bethesda, Maryland staple and ultimately brought hundreds of footprints and pawprints through their doors.
Behavioral Audience Targeting and Location Audience Targeting were used to reach audience groups whose behaviors and visitation patterns indicated potential interest in Bark Social.
Bark Social leveraged Location Audiences to identify dog owners by targeting consumers who were recently seen visiting local pet stores.
To reach potential audiences based on lifestyle, we tapped into a variety of Behavioral Audiences who displayed real-world visitation patterns to areas that might signal interest in Bark Social’s unique offering.
Real Business Results
Bark Social saw some “pawsome” results, with over 400 visits attributed to this marketing campaign, averaging a $6.67 cost per visit. Combined with a click-through rate of 0.46%, it’s clear that Bark Social’smessaging resonated with the target audience.
By targeting audience groups who displayed preexisting behaviors or foot traffic visitation to ideal locations, GroundTruth was able to intelligently identify and reach potentially interested consumers and drive them to visit Bark Social, while keeping low cost per visit and high customer engagement.
By the Numbers
Total Visits Driven
Cost Per Visit
Click Through Rate