Events Marketing & Integrated Marketing Campaign
Pawlooza 2025
Built for the Bark: The Pawlooza Growth Campaign
Makes Your Audience Part of the Story
High-touch engagement before and during Pawlooza showed attendees that their posts mattered, prompting them to create and share content to become part of the festival’s narrative.
The Context
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.
What We Did
We centred the Pawlooza campaign around three core objectives:
Increase festival awareness and ticket sales among pet owners
Build an engaged online community leading into the event
Drive record attendance through a multi-channel promotional strategy.
My Responsibility
Developed and executed a cross-channel marketing strategy (Meta, radio, CTV) over a 3-month promotional period
Created and managed Meta ad campaigns
Produced visual assets, including outdoor signage, print ads, posters, and branded digital graphics
Ensured consistent messaging and design across all platforms and vendor promotional materials
Executed live event marketing:
Monitored social channels in real time
Posted live updates
Highlighted vendors
Responded to DMs
Engaged with attendees via comments, shares, and reposts
Strengthened attendee and vendor experience through timely communication and increased visibility
Campaign Impacts
87.5K
ticket sales with 5K+ attendance
5.95%
average engagement rate across Meta platforms over 3 months
1.75%
Click-Through-Rate of Meta ads in 5 days