Explore Kamala Harris' Gen Z-focused campaign strategies for 2024 to learn how she's using memes, TikTok, and pop culture to connect with young voters.
Kamala Harris' social media presence
Our Vice President isn't going back
How to frame your marketing strategy around your target audience
Are you confused about why Gen Z is calling Kamala Harris “brat?” Don’t worry— we’re here to catch you up on all the ways the Vice President is channeling her inner “Zoomer” to relate to the largest generation of voters for the 2024 election.
Kamala Harris and her team are taking an approach that neither Joe Biden nor Donald Trump could— they’re embracing the power of the “meme.” Nearly 41 million Gen Zers will be eligible to vote in the upcoming election, and Harris is working hard to get their votes. Let’s take a look at Kamala Harris’ efforts from a marketing perspective and analyze her strategies for reaching her target audience.
Kamala Harris’ social media presence
Harris’ team is in tune with what will make Gen Z audiences engage. The phenomenon began when pop singer Charli XCX shared on X: “kamala IS brat,” as a reference to her own new album and the “brat summer” trend. USA TODAY described the new album as “a hot-mess pop star aesthetic, prioritizing club culture at its core but still offering introspective lyrics on aging, womanhood, grief and anxiety.” It inspired people to embrace a similar aesthetic for their summer, thus “brat summer” was born.
Harris’ team could have ignored the post, but instead they embraced it, changing @KamalaHQ’s header on X to reflect the album’s branding. The post quickly went viral and kicked off the energy of the Vice President’s campaign.
She also has a strong presence on TikTok, using the platform to hop on short-form video trends. Using Chappell Roan’s popular song “Femininomenon,” one viral post used lyric references to poke fun at Harris’ opponent.
But Harris’ TikTok presence isn’t all about making jokes— it’s also a place for her to share her message in a digestible and attractive format. Many videos feature snippets from speeches and interviews so Gen Zers can get the gist of her campaign without going out of their way to watch. In other words, her team is meeting potential voters where they already are.
Harris chooses “Freedom”
When it comes to campaign songs, presidential candidates often choose one that represents them and their vision for the United States. That’s why Harris chose “Freedom” from Beyoncé’s album Lemonade as her campaign song this year. The song itself is about personal and societal freedom through overcoming hardships. The album is significant for its commentary on gun violence, social injustice, and support for the Black Lives Matter movement.
Harris doesn't shy away from this commentary, instead embracing it as a part of her campaign. It’s included in her first political ad of this year, where she says, “In this election, we each face a question: What kind of country do we want to live in? There are some people who think we should be a country of chaos, of fear, of hate. But us? We choose something different. We choose freedom.” She then directly addresses the issues she cares about, from poverty and affordable healthcare to gun violence and reproductive health.
She chose a song her target audience loves while making a statement on their shared interests, allowing them to relate to her on a new level. By aligning herself with an artist like Beyoncé, who is known for her activism and cultural influence, Harris is signaling her commitment to addressing issues that resonate with younger voters. She’s in touch with Gen Z’s cultural touchstones and political priorities and speaks their language to get her point across. And, it’s prevalent across her campaign.
Our Vice President isn’t going back
Kamala Harris chose the phrase “We’re not going back” as her campaign slogan, and many are speculating its significance. It could be commentary on Donald Trump’s famous slogan “Make America great again,” prominent in all three of his presidential campaigns. It also encapsulates the potential future of Harris’ campaign, as the first female president.
This slogan resonates with Gen Z voters, aligning with their progressive values and desire for social change. With this slogan and her other efforts, Kamala Harris is branding herself as the candidate who will champion young voters’ causes and lead them to the future they want.
How to frame your marketing strategy around your target audience
Understanding your target audience is a crucial step to creating an effective marketing strategy. With a tailored approach to your ideal customers' specific needs, preferences, and behaviors, you can create more impactful campaigns and achieve better results. Take a page out of Harris’ PR team’s book with these target audience tips:
- Know your most valuable audience like the back of your hand. What do they care about? What trends do they participate in? What does daily life look like for them?
- Consider how to approach your most valuable audience without alienating other audiences. Keep the door open for flexibility with your target audience.
- Stay up-to-date with current trends that are important to your most valuable audience. Stick to your brand values and voice while finding ways to interact with relatable trending topics.
- Choose appropriate channels. Meet your most valuable audience where they already are, instead of expecting them to find you.
- Speak their language. Adapt your messaging and tone to resonate with your audience. Use terminology and references that will appeal to them.
- Provide value. Develop content and offerings that genuinely benefit and resonate with your target audience, establishing your brand as a trusted resource.
- Continuously refine: Regularly analyze campaign performance and gather customer feedback to fine-tune your approach.
This audience-centric approach allows you to craft messages that truly resonate, maximize your reach, and meet the real needs of your customers. Ultimately, this strategy positions your brand for sustainable growth and long-term success in an increasingly competitive marketplace.