Harris is also leaning on her support of abortion rights to win voters early on in her campaign, said Mark Jablonowski, president and chief technology officer at DSPolitical.

Reaching young voters

Harris’ campaign has also quickly jumped on memes and online culture.

For example, a slew of memes has emerged from a 2023 event at the White House for Hispanic leaders where Harris said, “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.” As a play on the meme, the bio of the Harris campaign’s X account, @KamalaHQ, says “providing context.”

And after Charlie XCX posted on X, bringing Harris into the fold of her hit summer album “Brat,” the Harris campaign used the post on its own social channels.

Jake Sticka, vp of digital and a political communications expert at marketing agency Rational 360, said Harris should continue to use memes to connect with voters.

“The Biden campaign built a team of smart, innovative digital practitioners, but they were sometimes hamstrung by a candidate that, Dark Brandon memes aside, was not always comfortable in new media settings,” he said. “In Harris, they have a candidate who gets it.”

But Blue State Digital’s Reif warned that doing so will require more than one-off posts.

“Campaigns need to make news and capitalize on moments, but they also need to do that a lot—everything is a flash in the pan,” he said.