Strategic Partnerships Case Study: Mike’s Hard Lemonade® x ASPCA

The Challenge

The ASPCA had an opportunity to turn a national cause marketing partnership with Mike’s Hard Lemonade® into more than a brand collaboration. The goal was to create a fast-moving digital activation that could generate revenue, reach new audiences, and make the organization’s mission feel timely, emotional, and highly shareable.

What We Built

In collaboration with the ASPCA’s strategic partnerships team, I led the digital activation for the campaign, translating the partnership into a high-performing, revenue-generating digital experience.

The campaign was designed as an integrated growth engine, combining storytelling, consumer engagement, matched giving, product-linked donations, social promotion, and live digital programming. It included a $25,000 corporate match and a product-linked contribution capped at $50,000, aligning brand participation with measurable mission impact.

At the center of the digital activation was a live-streamed puppy pool party featuring adoptable rescue dogs. The concept turned the ASPCA’s mission into a culturally relevant digital moment that authentically aligned with the partner’s brand while creating an emotional entry point for supporters.

I led the development and execution of the multi-channel digital strategy supporting the activation, including promotional planning, social content, livestream engagement, and audience participation across the campaign window.

Impact

• Generated 3M+ digital impressions

• Raised $75K+ in six weeks

• Created a highly shareable digital activation that connected corporate partnership, supporter engagement, and measurable revenue

• This work reflects my broader approach to partnerships: collaborating across teams to turn brand relationships into integrated campaigns that expand reach, deepen engagement, and drive measurable results. My partnership portfolio includes Subaru, QVC/HSN, TD Bank, Sol de Janeiro, and Animal Planet.