Gavilán Longino - Marketing

CMO

This body of work examines how campaigns function as strategic interventions in emotionally charged and attention-constrained environments. Projects focus on understanding audience response, identifying sources of resistance or engagement, and designing approaches that channel emotion toward more constructive participation and alignment with organizational goals.

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

A campaign designed to test how unconventional framing could improve awareness and engagement with available resources. The work examined how irony and contrast affected attention, comprehension, and follow-through, helping clarify when nontraditional approaches could reduce resistance and increase discovery among target audiences.

BILLBOARDT.mp4

I Went Dumpster Diving and Found This...

An exploratory campaign using ironic framing to provoke curiosity and reframe perceptions of overlooked or undervalued resources. The project analyzed audience response and engagement patterns to understand how unexpected narratives could shift attention and prompt reconsideration without relying on conventional appeals.

Classic Campaigns

Making of The Theme Song.mp4

Behind-the-Scenes Content Strategy

A content strategy developed to increase transparency and audience trust by making internal processes more visible. The work focused on identifying moments that clarified decision-making, humanized the organization, and strengthened engagement by offering context rather than promotion.

Wet Spoon Challenge.mp4

Wet Spoon Social Media Challenge

A participatory campaign designed to encourage audience interaction through a simple, repeatable challenge. The project examined how low-friction participation and shared humor could drive engagement, sustain attention, and support broader campaign objectives without heavy messaging.

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