BarkBox x Zoe Costello & Will Storie: Crafting Authenticity With Humor

If you’re a dog lover, you know there’s basically nothing that rivals the pure joy our furry friends experience when they get a new toy. BarkBox has taken that small simple pleasure and turned it into so much more: a household name in the dog world. Zoe Costello & Will Storie, two senior copywriters for BarkBox, paired their passion for comedy with their love for dogs to help build a brand many of us know and love today. In this episode, Zoe & Will share their insights on how humor fits into the brand experience, some of the risks they took along the way, and insights on how they judge their own creative work. We also touch on their all-time favorite brand partnerships and how the company has remained true to its original vision while growing into an industry leader. You don’t want to miss this one! Zoe Costello, a senior copywriter for BarkBox’s Retail and Partnerships division, started with the company as a customer service representative. Since joining in 2014, she has worked as a comedy editor, a video producer and head of social media to help craft the BarkBox experience and connect with fellow dog people. Zoe’s one of the creators of and (pseudo) rappers in the viral “Dog Mom Rap” video (if you haven’t seen it, you won’t regret going down this rabbit hole!). Will Storie is a senior copywriter at BarkBox, where he specializes in product copy and the subscription box experience. If you've ever laughed at any words that appeared inside your BarkBox, Will either wrote them or can tell you who did. A six-year veteran, Will has grown with the brand, from a "Buzzfeed-for-dogs"-style blogger to his current role leading product copy and coordinating theme development for their flagship subscription business.