As the 2024 presidential election approaches, Kamala Harris has unveiled a bold new strategy for her campaign. After President Joe Biden’s decision to drop out of the race, Harris has been endorsed as the Democratic nominee and has embraced a rebranding effort to connect with young voters.
The campaign headquarters, now dubbed “Kamala HQ,” features a brat-themed header on the social media platform X (formerly Twitter). This strategic move has garnered the attention of popular Gen Z singer Charli XCX, who has publicly endorsed Harris, declaring, “Kamala IS brat.“
As a result, the campaign’s new focus appears to be resonating with its target audience. The Kamala HQ TikTok account has received more than double the number of plays compared to the previous election cycle’s @BidenHQ account, despite having fewer posts. This suggests that the campaign’s strategy of leveraging viral moments is effectively capturing the attention of Gen Z voters.
One especially viral moment was the repurposing of a clip from a May 2023 news conference, where Kamala spoke about the importance of understanding diverse backgrounds to achieve true equity. “You think you just fell out of a coconut tree? You exist in the context of all in which you live and what came before you,” she exclaimed. Initially, the internet took this clip out of context to mock Kamala, but since her campaign announcement, the clip’s virality has been harnessed to great effect.
The campaign’s efforts seem to be paying off, as Gen Z has become increasingly obsessed with Kamala. PPCHS junior Grace Castro says, “Kamala Harris has tried to fit in with Gen Z and it has been working. She plays music mostly targeted to Gen Z, which people have been enjoying.”
Some of the most effective marketing for the campaign has come from outside sources, such as a video on the Kamala HQ page that references a song by breakout pop star Chappell Roan, declaring that what the country needs is a “femininomenon.”
This innovative approach to political campaigning, blending traditional messaging with viral social media trends and pop culture references, has positioned Kamala Harris as a relatable and engaging candidate for the younger generation of voters.
However, young voters have not only been paying attention to Kamala. Gen Z had a controversial reaction to Trump’s assassination attempt. Rather than expressing horror or condemnation, many young people took to social media to describe the incident as “cool” or “iconic.”
Overall, this campaign has opened up a world of new marketing tactics revolving around presidential elections, with Kamala Harris’s marketing team leading the charge in connecting with younger voters. By embracing a “brat-themed” brand identity and leveraging viral moments, the Kamala HQ campaign has effectively captured the attention of Gen Z, a demographic that could sway the outcome of the election.
While some concerning trends have emerged within this demographic, such as a perceived desensitization to political violence, the overall impact of this campaign’s approach suggests a promising shift in how candidates can engage with and mobilize the next generation of voters.
