Built for the Bark: The Pawlooza Growth Campaign

Pre-event hype builds anticipation, but event-day activation turns that anticipation into action

By amplifying peer excitement, we turned PurpleFest into a must-attend moment.

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

Events Marketing & Integrated Marketing Campaign