"Kamala Harris' social media strategy in the run-up to the 2024 presidential election was filled with Gen Z dog whistles: viral branding based on pop music, memes, camo hats that were a double entendre. It was an effective way to get attention and news coverage, as well as a mountain of user generated content online. But for months, the accounts have been dormant - until today. On X, Harris herself announced the rebranding of @KamalaHQ in a video message. The account is now @headquarters_67, "the new Gen-Z led progressive content hub," as it's described in a post. Harris describes it as "where you can go online to get basically the latest of what's going on.""
"According to Chaotic Era, a politics and media newsletter, the accounts will share progressive news and politics content with a focus on the midterm elections this fall. Chaotic Era reports that Harris won't have editorial control over the accounts and will serve as "chair emerita"; Luminary Strategies, a digital agency started by @KamalaHQ alums and the advocacy group People for the American Way, are partnering to run the accounts. The X account for Headquarters includes a link to a Substack newsletter that is empty, at"
Kamala Harris' campaign social presence used Gen Z culture, viral branding, and memes to generate attention and user-created content during the 2024 run-up. The campaign accounts went dormant for months before being rebranded on X as @headquarters_67, described as a Gen-Z led progressive content hub focused on midterm election coverage. Harris will serve as chair emerita without editorial control. External partners, including a digital agency started by former @KamalaHQ staff and an advocacy group, will operate the hub. The rebranded account links to a Substack newsletter that currently contains no content.
Read at The Verge
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