How a Digital Out-of-Home Advertising Campaign

Date of publication: 11.04.2025 How a Digital Out-of-Home Advertising Campaign

Client: Municipal Shelter for Homeless Animals in Sosnowice
Region: West Pomeranian Voivodeship, Sosnowice +20 km
Website: http://schronisko-sosnowice.pl
Campaign Period: February – March 2025

Campaign Goals

Increase the shelter’s brand awareness among local residents.
Boost community engagement and emotionally involve the audience in the topic of dog adoption through visuals and storytelling.
Increase the number of inquiries from people interested in dog walking, adoption, or volunteering.
Achieve a 50% monthly increase in adoptions.

Tasks

Develop the creative concept and campaign materials.
Build a data collection and analysis system in Google Analytics for the client.
Execute an integrated O2O (Online to Offline) campaign.
Provide recommendations for scaling the campaign's effects in future activities.
Solution

We developed a creative concept and visual layer under the theme “More Than a Dog” – a narrative showing that a dog is not just a pet, but a loyal friend, companion, and a member of the family.

The dogs were portrayed in oversized, monumental proportions, symbolizing their importance in human lives and suggesting that a dog can give us more than we expect.

The design was created using AI tools – real shelter dogs were transformed into hyper-realistic visualizations, capturing attention without relying on dramatic or distressing themes.

The campaign was divided into two stages: reach and conversion. The strategy focused on building trust, emotional engagement, and encouraging concrete actions.

As part of the preparation, Google Analytics was configured, key website events were defined, and data collection was organized for retargeting purposes.

1. Reach Phase

In the first stage, the primary goal was to build brand awareness for the shelter. We utilized:

Brand campaign on Meta (Facebook and Instagram) with geo-targeting within 20 km of the shelter’s location.
Digital Out-of-Home (DOOH) screens provided by INDOOR MEDIA, installed at 10 fuel stations near the shelter. Unique screen placement at cash registers ensured long and focused exposure to the message. Creative assets highlighted the shelter's address and logo. Contextual spots were also tailored to drivers and their passengers.
2. Conversion Phase

The second phase focused on conversion activities and included:

Retargeting users who interacted with the website or Meta ads.
Retargeting individuals who were physically near the DOOH ads. This audience was identified using Meter – an AI-based geolocation tool that anonymously collected user identifiers from the vicinity of the ad locations.

Thanks to Meter, 83% of visitors to the fuel stations were identified (a total of 119,037 anonymized user IDs were collected and imported into Meta Ads Manager for retargeting segmentation).

This retargeted audience was shown conversion-oriented ads with the call-to-action:
“Come take a walk with me” – inviting people to take the first step toward adoption by walking a shelter dog.

Results

Number of dog walking and volunteer applications quadrupled.
Number of adoptions increased by 63%.
Awareness and engagement around the shelter brand in the region significantly grew (reach in stage one: DOOH – 143,000, Meta – 44,600).
The digital component delivered the majority of conversions, while DOOH proved effective for first contact and brand awareness.

Client Testimonial

“We wholeheartedly thank the WR Digital team for the initiative and dedication in preparing and executing the campaign promoting walks with our dogs, adoption, and volunteering.
Your work exceeded our expectations and has already brought tangible results – new volunteers and dog walkers have joined us!
Thanks to you, we’ve raised awareness about the needs of our four-legged friends and inspired many to take action.
We are grateful for your creativity, passion, and determination. Because of people like you, the world becomes a better place for animals.
We hope this wonderful collaboration continues. Thank you again – you're now part of our volunteer family!”

Conclusions

The integrated campaign, combining the potential of Digital Out-of-Home, creativity, and AI technology, demonstrated that even with a limited budget, strong results are possible when the communication strategy is coherent and value-driven.
Audience engagement starts with eye-catching visuals but is sustained when a brand speaks the language of emotion and responsibility.