Influencer Marketing Chats with Embark

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well hi guys i’m very excited to have you

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both here as it is our first influencer

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chat series that we’ve had the pleasure to

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speak to two individuals representing one

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client which is embarked today i’m also a

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big dog lover with three myself so i’m very

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interested to hear more about embark in

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each of your roles so in my research for

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this interview i came across an interesting

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fact that embark is a research port partner

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of cornell university college of veterinary

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medicine how did this come to be and how

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has that partnership driven the brand to

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what it is today

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michael is one of embarks cofounders and

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the chief science officer he’s a professor

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of canine genomics and the department of

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biomedical sciences at cornell university

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college of veterinary medicine and he and

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his brother ryan actually founded embark

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seven years ago after spending a decade

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conducting canine genetics research all

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over the world and so they really

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spearheaded the embark mission and they’ve

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been leaving the company ever since

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wow seven years i didn’t know that that’s

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awesome you guys that’s a long time

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moving into the next question with you

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saying seven years you both have been with

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embark for about two years serving in the

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marketing role but can you elaborate on the

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changes you have seen in the marketing

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space from each of your perspectives since

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you’ve been there definitely in the organic

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and paid social media space we’ve seen move

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towards more video content and storytelling

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so as a brand that provides dog owners with

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valuable insight into their best friends

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ancestry and health were able to share the

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delightful product experience for

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dynamically through video

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so partnering with influencers it’s a huge

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part of this initiative because it enables

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us to capture a wide range of experiences

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and share with them with different

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audiences on social media and then we also

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will repurpose that content across our

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other channels as well have you guys

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started the influencer campaigns when you

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guys came on about two years ago or

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is that new

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yeah mark has been working with influencers

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since twenty sixteen so even before when i

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joined the company

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but we really ramped up the efforts in

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twenty twenty which is when we both did join

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because we saw such an opportunity to

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connect with different creators

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reach their audiences and and create the

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dynamic video

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during the pandemic of course they couldn’t

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produce content in house anymore

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everyone was home so we were able to really

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take advantage of our influence of partners

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to create amazing video and and imagery

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content that we could repurpose across all

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of our channels

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and i will add to that influencers play a

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huge part in discovery ability for us so a

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large portion of our sales and influencer

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partnerships are actually from new

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customers so that says a lot for us it’s

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really valuable for us as especially as we

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grow our business and expand into other

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things as well

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and so mayor mentioned we started in twenty

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sixteen so we’ve been partnering with

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influencers for some time now and we’ve

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been able to gather a lot of learnings to

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help us understand what works and what

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doesn’t work for our goals and we have

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enough flexibility to test into new

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platforms for example we recently test into

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youtube shorts which is really exciting for

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us i love you too shorts we just did an

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article on it it’s very cool a lot of

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people don’t know about it but

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very cool you guys with that being said from

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the sounding ninety three percent of

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marketers currently leveraging influencer

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marketing in their campaigns what was the

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key event before you guys got there that really

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was that moment that embarked determined

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that they were going to jump into the mix

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of influencer marketing

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so i’m not exactly sure what sparked

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that that initial idea to work with

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influencers but we are a pretty relevant

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brand in the in the pet space and

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dog influencers have been around for a

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while now and and people love to follow

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them on social media and they really be

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compassionate about the the dog they get to

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know the the dogs that they follow i

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personally before i even joined in bark

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follow way too many dog accounts

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so

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so i think it just made sense to to partner

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with them and and help their their owners

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or their their their people tell their

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story better understanding the dog more

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because their followers are so passionate

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about them already

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so we provide insight into the dogs breed

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mix which helps with understanding their

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behavior and then of course the health

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component as well is so valuable to dog owners

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so it just made sense to

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really partner with the the

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personalities or the influencers that

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already exist in the pet space

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just to really leverage brandon brandon

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show our our brand mission and and the

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impact that we can have

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influences are trusted sources as well

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a lot of our sales do come from referrals

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as like referral friend word of mouth kind

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of things and we know that influencers are

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able to drive that so as i mentioned

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earlier influencers are a lot drive a lot

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of discoverability for us

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so it kind of hits on all of our goals from

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like driving that awareness with a new

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crowd of people who may not be aware of

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embarking our offering for all the way down

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to the funnel to conversions

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so we do think that influencers will be a

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large part of our recipe as well for

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marketing

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success in the future yeah

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and just going off of that

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so of course we can tap into new audiences

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that we can also collect a huge variety of

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different types of content we work with

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influencers all over the world

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so we can get a variety of different

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settings

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so much more than we could get if we were

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just working with an in house office or in

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in-house studio rather

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so we’re able to get

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videos in the mountains or on the beach so

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it’s it’s been really cool to kind of

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develop that conscious strategy in addition

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to expanding our reach through the

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influencer audiences

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yeah that answer kind of leads me into the

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next question because

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how has your business been affected since

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partnering with the influencer marketing

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factory agency to execute those influencer

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campaigns for you

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yeah so the influencer marketing factory

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has been a great partner

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with helping us execute campaigns we’ve

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we’ve been in the space before as we’ve

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worked with influencers but they’ve really

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helped us to

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to really expand that the partnerships that

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were that were activating and and work with

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more influencers and just manage the

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day-to-day communication with them which is

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a lot of work and it’s really time

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consuming so having a really valuable

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partner like IMF has been huge for us it

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allows us to kind of sit more at the

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strategy level and and then IMF is just

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really helping us make sure everything

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happens in a timely manner yeah and we we

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partner with other agencies in the past and

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timing has has been a struggle for us

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because there are quite a few different

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steps with the product we have to send the

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swab and then they they saw their dog

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fill in that content send it back to us and

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then it gets processed in our lab which can

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take a little time so

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just having the right partner to keep

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everybody on track is so crucial and IMF

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has been fabulous at that and they’ve also

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helped us explore new channels like youtube shorts

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so it’s it’s been a really great

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partnership and we’ve been really happy

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we’re very impressed with that

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i

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was

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super impressed with the IMF team i think

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when we first initiated conversations with

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them we discussed our pain points that we

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were looking for in a partner and they

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completely understood

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everything we were saying and asking about as well

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they’re really professional super proactive

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and i would say we see them as a strong

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strategic partner too

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for the long term yeah that’s amazing you

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guys we really appreciate that

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i just sorry one more thing

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it’s really the first partner that we’ve

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we’ve worked with that has

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i mean you have like the whole creative

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team that has helped us with with

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coming up with the storyline that different

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influencers could could follow so those

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guidelines have been really helpful for us

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because we of course we have an idea for a

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campaign but being able to tap into your

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creative team has been really huge for

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making the most of the content making it

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really all very different dynamic so we

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will definitely continue to do that as well

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amazing they they absolutely love what they

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do and i’m kind of jealous sometimes

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because they have the best ideas

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they’re great yeah

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OK so speaking with influencer marketing

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how do you guys see the influencer

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marketing realm evolving within the canine

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genetics at home space over the next one to

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two years

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yeah so i think influencers have really

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helped us show dog owners how easy it is to

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test their dog at home with our at home DNA

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test i think a blocker for many people is i

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don’t know how to spell my dog how am i

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going to do this should a veterinarian be

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doing it so we just show them how simple it

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really is it’s a really easy process i’ve

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done it with my dog

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so just having the the the video of many

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different people kind of going through it

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and talking about how easy it was for them

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is really helpful for us we have them

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document the entire experience from

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receiving the kit in the mail swabbing the

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dog bug off the results and then receiving

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the results which is really a delightful

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experience

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a lot of times they’ve been guessing what

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their dogs breed

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mix is for many years they’ve had many

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people tell them oh it looks like a

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labrador mix or whatever it might be but

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finding out for for

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for sure is so exciting

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so we just heard the document that and

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really share it with potential customers to

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hopefully

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get them to to take that journey with us

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and and try and bark with their own doc

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i think what’s so great about social media

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right now is that video is king so we know

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tik tok right they do really well we know

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instagram

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is really investing in reels we know

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youtube is investing in shorts

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and we know that storytelling is as mayor

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mentioned is helping us show potential

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consumers how they would be able to use

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embark because sometimes the mayor

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mentioned like people just don’t know how to

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swap their dog they have lots of questions

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they want to go to their trusted sources to

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understand how to do it

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i think something that will change in the

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future is that the

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the system is going to be more robust

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so currently brands are partnering with

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influencers or one or two social platforms

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maybe take talk or instagram but moving

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forward brands will be expected to

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advertise with influencers across multiple

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platforms various medians for example

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podcast we know a lot of influencers are

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going into that space

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so that would be another outlet for them to

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invest in or even perhaps video commercials

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to adding influencers across all of your

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touch points

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in order to leverage this trusted person

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within the spaces and places that consumers

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may be in

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yeah i totally agree like i think also with

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the micro influencers like it’s it’s going

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to grow and become so much more robust than

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it is now and with you guys saying all that

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i have to tell you i’m so excited to get my

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embark box and swab all three of my dogs

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i’m so excited because you guys are totally

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right everyone has an opinion about what

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kind of dog breeds you have in most of the

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time it’s not even close so so excited for

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that moment moving on here OK so i’m sure

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you guys have heard so many different

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stories about how and bark has impacted an

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owner and their dog is there one that

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sticks out in your mind that’s

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like this is why i do what i do

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yeah we both have stories to share

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so there’s a feature that isn’t really

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talked about and that feature is relative finder

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so embark offers the world ‘s only canine

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relative finder ninety percent of them bark

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dogs have at least one dog in our database

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as genetically related as human first cousin

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which is really neat and twelve percent of

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dogs tested with embark actually discover

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their dog siblings parents or children

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a story that recently made the headlines that

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OK and people magazine is the story about

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diego and dixie so there was a woman named

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jane she used some bark dog DNA test on her

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rescue dog diego

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discovered that he would eventually lose

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his eyesight so she talked to her vet and

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based on her best recommendation

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she rescued another dog named dixie

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because she really really enjoyed her

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experience with embarked she tested dixie

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and she realized that diego and dixie were

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actually brother and sister

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which is really crazy and super cool

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yeah it’s really cool and so we get a lot

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of these stories we share a lot of them

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it’s really heartwarming and it brings joy

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to our hearts and also the hearts of our

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customers too

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you guys

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there is nothing like that that is an

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incredible story

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yeah definitely check out our social media

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we have some really sweet videos of

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different relatives meeting like reuniting it’s

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i just sometimes will scroll through when

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i’m like having a bad day and it just works

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for hurt

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and on a little bit more serious side we do

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offer the health insights which is so

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valuable to dog owners because it allows

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them to proactively provide better care and

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work with the veterinarian if they are at

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risk for any health conditions to cope with

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the care plan

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so one

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thing that we test for is MDR one which is

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multidrug sensitivity which a lot of

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herding dog breeds

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experience or have and so there is like a

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term in the the veterinary space of white

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feet don’t treat which means if the dog

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looks like they’re hurting dog breed there

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are certain medicines that they just can’t

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are not safe for them but with embark you

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can find out for sure so a lot of our

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customers have mixed breed dogs that they

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rescued from a shelter and they don’t know

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for sure if their dog is one of those

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breeds sometimes the breed mix is actually

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not what they look like at all

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having that insight is really bad building

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that can actually save a dog ‘s life in

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many cases so we have lots of stories

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like that where somebody has has

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found that information out was able to

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share it with their veterinarian and it did

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save the dog ‘s life because they could

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provide the best care and then i have

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another story too earlier this year our

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research team determined that a genetic

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mutation and the EPS

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eight L two gene is associated with early

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onset adult deafness in rhodesian

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ridgebacks

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so this is so exciting because this

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discovery will inform owners breeders

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veterinarians of the dogs risk of

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specific dogs risk

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deafness and then more specifically breeders

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can take this information and make more

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informed and strategic breeding decisions to

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hopefully avoid the condition occurring in

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their in their dogs offspring

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so that’s a way that

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the research we’ve we’ve done can actually

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really make a huge impact in the the well

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being and lives of dogs

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yeah of course like being proactive and

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knowing those things ahead of time with

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your vet like there’s

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that’s there’s no better information out

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there that’s amazing you guys

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wow OK i’m going to check out your social

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media and now and go through all the

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stories on the daily basis like oh OK this

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i’m better now

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00:15:38,290 –> 00:15:39,980
there’s some great ones yeah

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what is next for the embark marketing team

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do you guys have any new projects we’re

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working on or recent news or anything you’d

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like to share with us today as far as

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what you guys are up to

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00:15:53,790 –> 00:15:56,099
yeah what i can say is that we’re

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constantly thinking about ways to expand

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our reach even more dog owners breeders and

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veterinarians

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we really stand by our admission to make

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scientific discoveries that will improve

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the lives of all dogs and in order to do

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this we have to increase our database

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00:16:09,720 –> 00:16:12,660
yeah so the increase in your database so

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people sending in samples

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OK exactly

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and i think

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to keep it’s not get too specific but mark

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is always looking for ways to provide more

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knowledge and insight about dogs about a

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dog ‘s genetic health to their owners and

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their veterinarians

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so we’re always working to develop new

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tests and make further discoveries that

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enable us to provide this valuable insight

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so stay tuned for more more offerings from embark

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00:16:39,790 –> 00:16:41,180
i said so amazing

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00:16:41,750 –> 00:16:44,360
well i have loved speaking to you both

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today about learning about your roles and

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00:16:46,270 –> 00:16:49,720
about embark i obviously am a huge fan i

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think a lot of people are as well because i

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00:16:51,770 –> 00:16:53,960
mean i see that you guys are all over

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social media but

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it was a pleasure and

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thank you

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00:17:00,700 –> 00:17:02,010
thank you for your time too

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no it’s been fine thank you