Kamala Harris for President: A brand-building masterclass.

A brief case study on building a Presidential candidate's profile overnight, + reads & vibes for your weekend.

Jul 26, 2024

Friend, so much has happened since last week! There’s so much to discuss, so let’s jump right in.

Like many of you, I was SHOOK last Sunday afternoon when I got the notification that Joe Biden was dropping out of the presidential race. The news hit me like a ton of bricks. Shock, confusion, sadness - I went through all of the emotions. But while I was going through my miniature spiral, the campaign teams were working - and suddenly, all eyes were on Kamala Harris.

As someone who lives at the intersection of communication and culture, this is my zone of genius. I’ve been closely observing (read: obsessed with) how her fledgling campaign is sharing her story, and I must say, they’ve been absolutely killing it.

From my perspective, this week, they had three critical tasks:

Reintroduce Kamala Harris: With Biden stepping aside, Harris needed to reintroduce herself to the nation, not just as the Vice President but as a strong, independent candidate for the presidency.
Stay Connected to the Current Administration: It was crucial for Harris to maintain her ties with the current administration while also laying the groundwork for her own unique vision and policies.
Start Litigating the Case Against Trump: As the campaign progresses, making a strong case against the potential opposition is essential.

In my opinion, they achieved these goals with resounding success. Kamala Harris is indeed fighting an uphill battle, but her campaign team has risen to the challenge in an impressive fashion.

The response and turnover had to be quick and seamless. The rapid response mechanism at Kamala HQ is nothing short of extraordinary. They’ve been leveraging a mix of strategic content and trending cultural moments to create a powerful narrative. Let’s talk about some of the standout moments from this week:

The Rapid Response Team

Behind all these brilliant moves is a rapid-response team that knows how to move at the speed of culture. They’re quick, adaptive, and always ready to capitalize on the moment. But maybe most importantly, they are EVERYWHERE. Literally everywhere on every major social platform. Whether responding to breaking news or creating a viral trend, they’ve shown an incredible ability to stay ahead of the curve.

For a more in-depth look at just one part of the process - the creative director of the campaign spoke to Fast Company about how they had to build 6 campaign logos in 3 hours, which is absolute insanity. You can read the article by clicking here.

Charli XCX's "Brat" Term and Chartreuse Branding

The campaign also cleverly leveraged Charli XCX's "brat" term, resonating with a younger, edgier demographic (Gen Z) that values authenticity and boldness.

If you’re unaware, earlier this summer Charli XCX dropped an album called “brat” and it’s morphed into a Gen-Z calling card for a “girl who is a little messy and likes to party and maybe says some dumb things sometimes.” So basically - not perfect, but definitely cool.

This definition may not be something you would think would be great to align with, but it perfectly encapsulates the fierce, unapologetic spirit of Harris’s campaign. Additionally, the use of the same striking chartreuse branding that Charli used in her album cover, in their Twitter header added a fresh, vibrant touch that made their social media presence impossible to ignore. This bold color choice stands out in the crowded digital landscape, symbolizing energy, growth, and a forward-thinking attitude.

Feminineomenon Trend on TikTok

Next up, they tapped into the Feminineomenon trend on TikTok. This trend celebrates strong, influential women, and Kamala Harris fits right in. The campaign’s clever use of this trend not only reintroduced Harris to a younger audience but also aligned her with a broader movement of empowerment and change.

kamalahq

A post shared by @kamalahq

The Beyoncé “Freedom” Ad

One of the most recent moves was releasing an ad featuring Beyoncé’s anthem “Freedom.” This wasn’t just a catchy choice; it was a statement. The song’s powerful lyrics and association with the fight for equality and justice were meant to deeply resonate with the audience. It was a bold move that highlighted Harris’s commitment to these values and set the tone for her campaign.

I also want to note - getting a Beyoncé song cleared is not easy, especially not this quickly. Another round of claps for that.

Spicy Emails Dressed as Press Releases

And let’s not forget the spicy emails that were designed like press releases. These weren’t your typical dry campaign emails. They were engaging, vibrant, and full of personality. They captured the attention of recipients and made sure the campaign’s messages were not just seen but felt. This innovative approach to communication kept supporters informed and excited about what’s coming next.

A Short but Impactful Run

It’s been a short run-up, but what a ride it’s been! The Harris campaign has shown that with the right strategy, a deep understanding of cultural currents, and a touch of creativity, you can make a significant impact quickly.

Kamala Harris’s campaign team has proven that they are more than ready for the challenges ahead. In just a few days, they’ve reintroduced Harris, connected her to the current administration, and started making a compelling case against Trump. This is a testament to their skill, dedication, and the power of effective communication.

Stay tuned because if this week is any indication, we’re in for a thrilling campaign season!