Generating Barks: Pawlooza Community Growth Campaign

Pawlooza is one of Ontario’s largest and most beloved dog festivals, drawing thousands of attendees and vendors each year since 2009.

With a three-month promotion window, the goal was to increase ticket sales, boost attendance, grow Pawlooza’s digital community, and create a unified, upbeat brand presence across platforms and promotional channels.

Official Poster
Pawlooza 2026

Outdoor Signage
Pawlooza 2026

Printed Posters & Flyers
Pawlooza 2026

“The non-AI flyers actually stand out and it’s refreshing!”

“Happy to see at least one event without an AI flyer! Pawlooza is one I look forward to every year!”

My Role

Before

Limited event information with minimal context in profile bio
Mixed visual styles with no consistent branding.
No Story Highlights, making it difficult for visitors to explore past events or understand the festival experience beyond recent posts.

After

Optimized bio with event details, location, mission, partner organizations, and website link.
Cohesive visual identity with consistent colours, branding, and graphic elements.
Organized Story Highlights featuring user-generated content, attendee testimonials, past festival recaps, volunteer information, and annual event archives, creating a stronger first impression and serving as evergreen social proof.

Marketing & Communications Lead

Led the overall marketing strategy for Pawlooza, ensuring consistent messaging and brand presence across all promotional channels.

Graphic Designer

Directed the visual identity of the campaign and designed printed ads, outdoor signages, and digital marketing assets.

Paid Media Manager

Planned, launched, and optimized a three-phase Meta advertising campaign, managing audience targeting, budget allocation, creative development, and performance reporting.

Integrated Marketing Campaign Manager

Coordinated multi-channel campaigns across Meta, radio, CTV, and local media to maximize reach and drive ticket sales and donations.

Live Event Content Lead

Managed real-time social media coverage during the festival, producing live content and maintaining an active online presence throughout the event.

The Impacts

$87.5K

ticket sales with 5K+ attendance

5.95%

average engagement rate across Meta platforms over 3 months

3.85%

Average click-through rate of Meta Ads over 3 phases

Pawlooza 2025