Overview
Bark is a digital safety solution and app that uses advanced algorithms to detect and proactively alert parents to issues their children face online such as cyberbullying, sexting, signs of depression and signs of suicidal thoughts. Bark hired 5W with the goal of creating major consumer awareness for the brand and positioning them as the leader in the online safety space. In addition, 5W was able to position Bark's Chief Parenting Officer, Titania Jordan, as an industry expert and valuable resource for all relevant opportunities.
Strategy
5W worked to establish a strong, consistent presence for Bark within top-tier parenting, consumer news, and lifestyle media outlets. 5W carried out a comprehensive 360° media campaign, strategically and effectively conducting outreach for Bark to top national print outlets, national and regional broadcast, top local and national daily newspapers, and news stations, positioning the brand as a valued resource for parents to ensure their kids' safety online while still giving them digital freedom. 5W also integrated Bark within media around all relevant holidays and child and safety awareness months, and maintained top media coverage throughout the entire campaign, including feature pieces, product placement and by-lined articles.
Results
Bark products and experts have been featured in The Steve Harvey Show, CBS This Morning, SiriusXM's The Jenny McCarthy Show, PIX 11 Morning News (New York) FOX 5 News (New York), KTLA Morning News (Los Angeles), CBS 2 News (New York), KIWI Magazine, Grand Magazine, First Time Parent Magazine, The Huffington Post, PopSugar.com, The Stir by Café Mom, Forbes.com and Macaroni Kid. Ultimately, 5W has positioned Bark among top parenting, consumer, and lifestyle editors, producers, bloggers, etc. as an effective and reliable brand. Through diligent focused PR initiatives, 5W has helped align the Bark brand as a leader in the parental control and online safety category.
1.4 Billion Media Impressions
