Gavilán Longino

CMO

These campaigns demonstrate the strategic use of behavioral insights to build meaningful audience engagement and long-term brand equity. Each project applies evidence-based methodologies—considering audience psychology, engagement triggers, and authentic connection principles—to solve complex brand communication challenges. Working backwards from defined objectives, I employ strategies that transform hostile audiences into advocates, create viral moments from authentic storytelling, and build sustainable engagement through strategic patience. This collection spans political campaigns, social media strategy, community building, and integrated marketing initiatives, showcasing the depth and breadth of marketing capabilities that achieve measurable business outcomes while prioritizing ethical practices.

1Party Video Ad 1 (Cropped_3_4).mp4

Turning Political Rage into Strategic Engagement

The Challenge: Transform voter anger across party lines into constructive political action through a zero-budget Facebook ad campaign targeting heavily Democratic markets.

The Strategy: Applied behavioral economics principles including loss aversion, emotional priming, and cognitive dissonance to create a 40-second video that acknowledged widespread political frustration before redirecting it toward collaborative solutions. Used anger as an identifying characteristic, visual imagery of political conflict to enhance viewer identification, then reversed both audio and visual elements to guide viewers from rage to resolve.

The Results (Facebook Ads Manager):

2,159 link clicks at $0.19 cost per click (34% below industry benchmark)
30,965 video plays with 8.65% hold rate across 21,042 unique users
20,113 post engagements with 99 likes vs. only 15 mocking reactions
Successfully engaged hostile stakeholders, with Trump supporters representing the most vocal participants

Key Insight: Despite targeting Democratic markets, the campaign's most engaged audience were Trump supporters—validating the strategy of using shared anger as a universal entry point for political discourse.

Hostile Stakeholder Conversion: Using Socratic questioning techniques, converted several hostile interactions into constructive dialogue by forcing participants to confront their core arguments. This campaign contributed to the broader 25% hostile-to-supportive conversion rate across the full 1Party.org initiative. [See full case study for detailed conversion methodology]

Broader Impact: This video ad anchored a comprehensive communications blitz including the Wet Spoon social media challenge (view below), press releases, and media outreach, ultimately generating two commitment form sign-ups for future political engagement.

Ironic Campaigns

YP IG Reel w_Captions and Border (NEW).mp4

YourPeer Resource Discovery Campaign

Designed to drive web app adoption among unhoused youth through strategic use of scarcity psychology. By satirizing resource scarcity—a daily reality for our target audience—this video created authentic connection while promoting YourPeer's resource discovery platform. Led full production from concept development through social media distribution.

Result: YourPeer's most engaging video content to date, demonstrating how humor and lived experience insights can drive meaningful engagement with underrepresented communities.

BILLBOARDT.mp4

I Went Dumpster Diving and Found This...

Sometimes you find treasure in the most unexpected places. After my remix of Griot B's "Setup" hit #36 on Billboard, Andon Bury and I decided to celebrate with this tongue-in-cheek "discovery" video. Because if you can't laugh at your own success, what's the point?

This ridiculous concept celebrates not just the Billboard achievement, but the entire team who made the "Setup" remix possible - from Griot B as the original artist, Daimen Carter as original producer, Michael DeBarge as executive producer, to my remix work as Chey de Los, and the family who still pretend to be impressed by my music career. Creative direction, scripting, and a healthy dose of self-deprecating humor, brought to life by Andon's recording and editing skills.

Classic Campaigns

Making of The Theme Song.mp4

Behind-the-Scenes Content Strategy

Developed a behind-the-scenes narrative strategy to drive listenership for "Tune-in with Ms. Vicky" by showcasing the creative process behind the show's theme song. Rather than traditional promotion, this storytelling approach built audience investment through process transparency, creating deeper connection with the show's brand. The video recreated the song's development journey, ending with a clear call-to-action to tune in for the full version.

Result: 12% increase in listenership over six weeks, demonstrating how "making of" content can drive sustained audience behavior.

Wet Spoon Challenge.mp4

Wet Spoon Social Media Challenge

The Strategy: Launched a viral social media challenge to build community engagement and drive traffic to 1Party.org through gamified political participation. The Back-to-Back Wet Spoon Challenge used physical coordination and teamwork as metaphors for political collaboration, targeting audiences fatigued by traditional political messaging.

The Execution: Created lighthearted challenge content with clear calls-to-action, multiple branded hashtags (#1Party #Project2029 #WeSayNo), and nomination mechanics to amplify organic reach. Positioned the challenge as "fun that supports a movement for change" to lower engagement barriers while maintaining political relevance.

The Integration: This challenge was part of the broader 1Party.org communications blitz that included the viral Facebook ad campaign (which achieved 2,159 link clicks at 34% below industry cost and successfully converted hostile stakeholders into constructive dialogue), press releases, and targeted media outreach.

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