Brand Activation: Experiences
Experiential marketing event and social media series to build awarness and inspire engagement.
Activations designed for Kaufman Music Center, a non-profit music education and performance art complex in New York City.
Turning city streets into a viral voice for music education
Activation: Musical Storefronts Experiential Marketing Event
Musical Storefronts was a pop-up concert series bringing live music to NYC’s Upper West Side, transforming storefronts into vibrant performance spaces.
I contributed to the series by designing the visual brand and individual assets, coordinating with vendors, managing budgets, and formatting the experiential graphic elements like window clings for the physical space. I supported the ideation process alongside the artistic and marketing directors, helping shape the event’s conceptual framework. Additionally, I curated and edited the video featured at our annual gala, which played a key role in engaging and inspiring our most generous donors.
The event garnered significant earned media coverage, with media attention that went viral and amplified our brand. This organic exposure led to new opportunities, including a feature on The Kelly Clarkson Show, showing how strategic brand activation can create meaningful buzz and expand visibility.
Audience Member (In Person)
37,000
Concerts Presented
130
Musicians Employed
260
Authentic stories and musical moments that amplify a brand
Activation: What in you bag? Social Media Series
What’s in your bag? was a highly successful storytelling social media series inspired by a viral video originally posted by the New York Public Education Department, where they asked students to show what was in their lunchboxes. I proposed and implemented a strategic pivot to align the series with Kaufman Music Center’s brand and mission. In addition to strategic ideation, I also edited the series, developing a branded style for our social media content.
The series features students showcasing what’s in their instrument cases or music bags, emphasizing that even exceptional young musicians are still kids and that Kaufman fosters an environment where children can be both celebrated for their talents and encouraged to be themselves.
This series became the most viewed and viral series on our channels, collectively generating over 550,000 views across platforms. Through detailed analysis using Meta analytics, we identified optimal posting times, resulting in significant spikes in engagement and followers during those periods. The series contributed directly to an almost 300% increase in our social media following within one year, rising from under 5,000 to over 16,000 followers.
This series was a key component of a broader social media overhaul I led alongside our marketing director as part of a two-year brand refresh, demonstrating the power of strategic storytelling and social activations in driving measurable growth and engagement.
Combined Series Views
550,000+
Number of followers Gained