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Gabriella Herran
Digital Marketing Specialist | Phoenix, AZ
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Digital Marketing
Case Studies
Zócalo Public Square
Challenge + Goal: Drive RSVPs for live events and increase pageviews for Mellon Essays.
Strategy + Actions:
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Managed multi-platform ad campaigns (Twitter, Facebook, Google Ads).
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Conducted A/B testing on ad copy and optimized creative for different audience types.
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Audited TikTok for future outreach opportunities.
Results:
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Events: Consistently exceeded RSVP goals (e.g., Sept. 27 event reached 988 RSVPs, +637 above goal).
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Essays: Surpassed ad-driven goals (e.g., Sept. 19 essay reached 7,383 pageviews, 3,088 ad-driven).
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Platform Insights: Twitter outperformed in CTR and RSVPs (12.6% CTR); Google Ads strongest for essays.
Arizona Foundation for Women
Main Focuses: Paid & Organic Social, LinkedIn Ads
Challenge + Goal: Drive event engagement, RSVPs, and membership growth through digital campaigns.
Strategy + Actions:
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Ran paid LinkedIn ads + organic social campaigns for the Soirée: Moonlight Masquerade event.
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Executed LinkedIn ads for Wine, Women & Wealth networking event.
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Tested LinkedIn + Instagram ads to grow memberships.
Results:
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Soirée Event: +132 page users (346 total; exceeded goal) with 52 ad-driven.
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Wine, Women & Wealth: 55 RSVPs (goal 15; exceeded by 40).
Oakley's Oath
Main Focuses: Social Media Strategy & Paid Campaigns
Challenge + Goal: Build brand awareness, grow website traffic and improve engagement across Meta platforms (FB/IG) and LinkedIn.
Strategy + Actions:
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Developed organic social campaigns tied to key themes (National Pet Day, Oakley’s Oath Day, Saturday Safety).
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Launched a targeted Instagram ad campaign for Oakley’s Oath Day to increase page users.
Results:
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49 new page users (92% ad-driven)
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Facebook engagement rate: 32.4% (best-performing platform)
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Instagram & Facebook organic campaigns consistently improved brand visibility.
Ad Campaign Copy
Twitter Ads
Google Ads
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Facebook Ads
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