The campaign told Axios its TikTok videos had, as of Aug. 9, accumulated more than 462 million views since launch.
From palm trees and coconut emojis to Charlie XCX's 'brat' endorsement, online memes supporting Vice President Harris have taken on a life of their own.
The objective was to 'break through a challenging media environment to reach the voters who are most difficult to reach' and to meet them where they are.
The team has embraced the potential of memes to break through with a younger, perpetually online demographic.
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