Dog Action Welfare Group
Known as Cork DAWG, is a charitable organisation founded in 2007. Created and run primarily by a network of volunteers concerned with the welfare of abandoned, abused and ill-treated dogs in Cork, aiming through a collective experience to improve the lives of Cork’s dogs and to educate the public on dog welfare and dog ownership.
Marketing Campaign Objective:
Increase the number of volunteer sponsors for the dog shelter through a targeted campaign on Facebook groups. The strategy will appeal to members of various communities by drawing a parallel between the housing crisis affecting the population and the plight of homeless dogs, fostering a sense of empathy. The campaign will be framed around August, recognised as "Dog Month."
Facebook Groups
Facebook groups serve as virtual communities where users exchange information based on shared interests. This allows users to interact with a wide range of people and obtain recommendations on accommodations in specific locations.
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Calling all dog lovers!
We're celebrating Dog Month and will have a lot of activity in this group in the coming days. The administrators have approved all our posts.

Learn more about DAWG and join the celebration!
Paid Ads
Ads depicting humorous situations based on typical dog behaviours among different breeds, visualised as if they were housemates. A shocking statistical fact and a call to action accompanies each ad.
Facebook Group Post
“The Housemate”
A profile picture of a dog is shown, portraying its qualities as if it were a housemate, its values, habits, schedules, likes, and how it will relate to its future housemates. This post includes text with a Smart URL directing to the sponsorships page.

The migrant communities in Ireland include French, Portuguese, and Spanish speakers, who represent a significant part of the migrant community. Compositions will be adapted to their respective cultures and languages with the help of native speakers and posted in Facebook groups for expats in Ireland.
Emailing
Once the sponsor has completed the sponsorship purchase, they will receive an email informing them that their kit will be delivered on an estimated date. The email includes a hero shot that tells the story of a dog in a fun situation.
Facebook Group Post
“Congratulations”
Emotional Stress Relief
Aimed at members of Facebook groups who have already found permanent accommodation but wish to continue being part of the community. It seeks to leverage the tenant's relief and well-being so that once their problem is solved, they can also help by sponsoring a dog.
Product Placement
Ten dog houses will be placed in public locations in parks and public green areas in Cork city. On the roof, there will be an ad with a photo of a dog looking for a home, a QR code and a URL directing to DAWG's sponsorship page.
After Sale
In the existing kit the sponsor will receive, a photo of a dog from the shelter seeking a home will be included, along with a letter written as if it were from the dog and signed with a paw print painted on the page's footer. These letters will be sent out monthly with updates on the dog and photos.