Doc. NBC News
On July 21, Joe Biden withdrew his candidacy for the 2024 U.S. presidential election and endorsed Vice President Kamala Harris as the Democratic Party's nominee.
This means the 2024 presidential campaign has started over, with more voters becoming undecided after Harris announced her candidacy. The following weeks are crucial for Harris to reintroduce herself before opinions become more fixed.
Doc. CNN
Following the announcement, it was reported that Donald Trump holds 49% support among registered voters across the nation, compared to Harris' 46%. Interestingly, CNN's survey result indicated that Joe Biden's supporters are more willing to support Harris, as shown by the increase in the number of registered voters in her favor.
That same day, various public figures showed their support for Harris on social media. One of them was Charli XCX, who tweeted "Kamala is Brat" on X, formerly Twitter. "Brat" is the title of Charli's latest album, which has gained popularity among Gen Z in recent months.
Doc. Charli XCX
Earlier this year, Charli XCX explained on TikTok what "brat" refers to, “that girl who is a little messy and likes to party and, like, maybe says some, like, dumb things sometimes. She, like, feels herself, but then also, like, maybe has a breakdown, but kinda, like, parties through it. It’s very honest, it’s very blunt, a little bit volatile.”
However, that definition doesn't necessarily apply to Kamala Harris. To me, it implies that Harris is seen as a fearless and strong female leader, ready to lead America.
Doc. Kamala HQ
Naturally, Harris’ campaign team seized the moment by changing their X account header to neon green with "Kamala HQ" in the style of the album cover. Immediately, it caught the attention of the same audience that has been embracing Charli’s music and the “Brat” trend.
This move wasn’t merely about aesthetics. It was a clever strategy that has successfully captured the attention of netizens, particularly Millenials and Gen Z. Not to mention, they are becoming more influential in shaping public discourse and political engagement.
According to CDC Wonder, by 2028, Gen Z and Millennials (born 1981-1996) will represent more than half of the voting population in the US. They are expected to account for nearly 48.5 percent by 2024.
Moreover, this strategy leverages the viral nature of social media trends to extend the campaign’s reach organically. As supporters and Gen Z influencers share and remix content related to the "Brat" theme, the campaign benefits from increased visibility and engagement without the need for heavy-handed promotion.
This kind of organic amplification is a key advantage in modern Public Relations (PR), where authenticity and grassroots support can significantly boost a candidate’s appeal and influence.
Doc. TikTok
One video that has been widely edited and gone viral on TikTok features Harris’ quote, “My mother used to — she would give us a hard time sometimes — and she would say to us, ‘I don’t know what’s wrong with you young people. 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.”
Since Kamala Harris made this statement last July, Republicans have used the clip to accuse her of unprofessionalism, branding her as "drunk" and "crazy." Yet, for Gen Z, the clip has been nothing but entertaining, which has weakened the Republicans' argument. Recently, Kamala Harris supporters have been creating videos that blend her speech with songs from Charli XCX's album.
It also helps to humanize Harris and makes her more relatable. In an era where authenticity and cultural relevance are highly valued, especially by younger voters who often feel disconnected from traditional political narratives, this connection is crucial.
This shift brings a breath of fresh air to the political landscape for younger generations, showing that politics can be both engaging and fun. Nonetheless, it is crucial that this viral trend doesn't just serve as a gimmick, effectively utilized to promote Kamala Harris’s vision, mission, and programs. By doing so, Kamala Harris and her campaign team can ensure it adds real value to her campaign, offering both excitement and substance.
In conclusion, it can be seen as a prime example of successfully riding the wave of a trend. It provides a valuable lesson for other politicians and brands in similar situations who aim to enhance their public presence.
It’s important to remember that achieving this requires a proactive approach. As PR consultants working at a PR Agency, we must actively seek out beneficial opportunities to reach our goals rather than remaining passive.
We must also be able to tailor these strategies to our clients' needs, especially those operating in Indonesia. The culture and approach can vary, depending on the specific conditions and demands.
So, are you inspired yet?
