Fletcher Meme Post

This spongebob meme originated from an episode in 2012 called "little yellow book."  In the episode, Squidward reads Spongebob's diary and discovers that whenever he sees the color plaid, he begins acting like a chicken, hence the chicken pose in the meme.
I think it gained popularity because you can use it as a comeback when texting and its also just a hilarious picture.  It's often used with the same letters that somebody else just wrote, but that text is tYpIcAlLy WrItTeN oUt LiKe ThIs. Which brings out the comedic side of things.

Barkbox is the company I found that uses lots of memes, videos and gifs on their twitter page.  This is a dog food and toy brand, so it doesn't always work for all people, but what does work is their use of content which is geared to make you laugh and enjoy what they post.  It's meant to pull on you heart strings and make you go "aww".  The page is very well crafted and designed to fit a theme.