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peTbOx: “#peTbOx” Although PetBox is not a F500 brand, it has enjoyed substantial Instagram success. PetBox is a service that sends out customized monthly boxes of goodies for cats and dogs. All its Instagram content is user-generated. Users are encouraged to share photos of their pets with their monthly box of goodies using the hashtag #petbox; photos are then featured on the brand’s profile. As a result, Petbox has built a niche community with loyal product users and advocates. This community is comprised strictly of pet-based content by their owners, as all featured photos and tagged users are Instagram profiles created specifically for dogs or cats. PetBox uses the pillar of the desire for validation. In this case, validation is evident through user-generated images of pets and PetBox products. The pets featured generally have more than 5,000 followers each, allowing PetBox to leverage a vast niche network via tagging. To prevent content from seeming repetitive, images are kept fresh through the use of seasonal and cultural elements. PetBox’s specific archetypes, however, seem harder to pinpoint. Many potential figures come to mind: lover, caregiver, explorer, everyman, and innocent. The abundance of possible archetypes is not a problem, as a modern pet owner often shares many or all of these characteristics. Because the amalgamation of these archetypes represents the community, the brand appears relatable and unique. INsTagRam Case sTUDIes 66PDF Image | Flashstocks Instagram Marketing Strategy E Book
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