Turning a Festival Find into a Purpose-Driven Partnership

What began as a chance encounter at a music festival became a fully realized product partnership rooted in shared values, craftsmanship, and music culture. After discovering Strung Jewelry, I identified an immediate alignment with VOX’s heritage and initiated a collaboration.

The partnership resulted in two custom, U.S.-made VOX bracelet designs, crafted from authentic guitar strings and sold through Strung’s eCommerce platform. Beyond aesthetics, the collaboration embedded social impact into the product itself, with each purchase supporting music education programs for children.

The program was structured as a 60/40 revenue-share partnership, with monthly payouts and scalable production, allowing VOX to enter the lifestyle merchandise space without inventory risk while maintaining brand integrity and purpose-driven positioning.

Turning Nostalgia Into High-Velocity Demand

When KORG partnered with Stylophone, the goal was to tap into shared culture while introducing a new generation of musicians to playful, accessible sound design. I led the strategy and execution of a co-branded giveaway that paired iconic Stylophone instruments with KORG gear, designed to drive rapid engagement, audience growth, and email acquisition.

The campaign launched across owned social and digital channels with a custom landing page to capture entries and remarketing data. The giveaway immediately resonated with creators, hobbyists, and longtime fans alike.

Within just 24 hours, the campaign generated 1,000+ entries, validating both the brand alignment and the appetite for collaborative promotions. The momentum continued throughout the campaign window, expanding reach for both brands while building a qualified audience for future launches.

This activation demonstrated the power of smart partner selection, fast execution, and leveraging owned media.

An Unexpected Collab That Cut Through the Noise

Unexpected partnerships create the strongest cultural moments. When Dave’s Killer Bread approached VOX for a collaboration as part of their Rock Your Breakfast campaign, the goal was simple: reach new audiences in a way that felt authentic, playful, and memorable. Promoted exclusively on Instagram, the limited-time giveaway blended lifestyle and music culture, driving meaningful follower growth and engagement for both brands.

The success of the initial activation sparked a second, more performance-driven campaign during the holiday season. This time, a VOX Bobcat V90 guitar anchored the giveaway, supported by a custom landing page designed to capture first-party data. The result was more than 7,000 new email opt-ins and a scalable partnership framework that balanced creativity with measurable growth.