Purina National Dog Day – Woofstock
Objectives
Raise awareness about pet adoption in Puerto Rico.
Drive engagement and new fans on social media.
Collect funds and food donations for local organizations.
Deliver unique themed experiences for pet owners and their dogs.
Strategy
Roadtrip designed and produced large-scale events such as National Dog Day and Woofstock, in partnership with Purina and the local government. The activation included concerts, live entertainment, interactive areas, agility shows, and strong digital campaigns. Roadtrip also extended the brand experience with Woof Cinema and other seasonal events (Halloween, Christmas, Summer).
Results
Target Impressions: Goal 2.7M – Achieved 4.78M
Target Reach: Goal 700K – Achieved 1.25M
New Fans: +2,505 on official pages
Attendance: Over 10,000 people and 3,000 dogs
Donations: $12,000 and more than 15,000 pounds of Purina food
ROI: $10K investment → $40K estimated publicity (+300%). Actual publicity: $66,725 (+567%)
Social Impact: Official recognition from the City of San Juan
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