The unexpected exit of President Biden from the presidential race, alongside his endorsement of Vice President Kamala Harris, has already begun to reshape the Democrats’ advertising strategies. Marketers and agency executives predict a pivot towards targeting the youth vote, intensifying digital and social media campaigns which have been crucial so far.
The focus will likely be on expanding meme usage and influencer marketing efforts to appeal to younger demographics, reflecting a fundamental demographic shift within the party’s approach.
Andrew Essex from TCS Interactive highlights that the dissatisfaction with Biden centered around his age, and Harris represents a shift to a younger, more trend-aware demographic. This necessitates a rejuvenation of the campaign’s communication strategies, making them more youthful and in tune with contemporary trends.
The shift is visible as Harris’s campaign immediately adopted a modern, pop-culture-centric approach, exemplified by Charli XCX’s endorsement and the campaign’s adaptation of her album’s aesthetic for promotional use.
Kamala Harris
Harris’s deeper connection with pop culture, as noted by Essex, provides her campaign with a dynamic edge in crafting diverse and relatable messages. Marketers believe that her authentic access to a variety of cultural influencers will create a more engaging campaign. This effort is expected to be crucial in winning the support of both younger voters and older ones who need reassurance during this transition.
The Biden campaign had already been collaborating with influencer marketing agencies, and this effort is set to increase. Village Marketing, previously working on Biden’s behalf, has swiftly transitioned to support Harris.
Influencer marketing experts emphasize the importance of gaining organic support from a range of influencers, which can amplify the campaign’s reach. The timing is advantageous, with the upcoming White House Creator Economy Conference providing an ideal platform to engage influencers.
Tamon George of Creative Theory Agency points out that micro-influencers, with their hyper-targeted messaging and trusted follower bases, will play a significant role in the campaign. This approach leverages smaller, yet highly engaged audiences, which can be more effective than broader content creator endorsements. This grassroots tactic is anticipated to create a more authentic and impactful outreach.
Despite these changes, overall campaign spending is not anticipated to change significantly. However, the urgency to boost Harris’s profile may lead to increased spending.
The campaign will continue to concentrate on digital platforms and local broadcast TV, with a particular emphasis on crucial battleground areas such as the Southwest, Rustbelt, and parts of the Southeast. Effectively allocating the advertising budget will be vital for sustaining momentum and visibility as the general election approaches.
