The Marketing Behind the Vibes of the Kamala Harris Campaign

  Rassegna Stampa, Social
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When it comes to the Harris campaign, authenticity is a hurdle. The nature of politics in our country is to approach with skepticism, and much of the backlash against Harris has been regarding her communication skills. In recent weeks, we have seen support for “real” moments from Harris and her team.

When Second Gentleman Doug Emhoff told the story of how he found out his wife was running for president on a call to organize Black Gay and Queer Men for Harris, the story quickly leaked and was shared online because of how normal it was. (Emhoff was unaware of the news as he was having coffee with friends and had left his phone in his car.)

Storytelling

The stories that the Harris team tells will be paramount to how the campaign is received. The most powerful way to the brain is stories—our brains are wired to retain and remember information when it is told via a story.

Today, marketers use transmedia storytelling to reach audiences through different mediums at different times and to share different parts of the same story to create a rich, immersive experience.

One of our current most iconic storytellers: Beyoncé. Fan or not, it was impossible to escape the Renaissance tour in 2023. Her team was pushing messages that were reaching fans who were activating their own social media channels to eventually create a movement in which the sight of a silver cowboy hat had a new definition.

This is transmedia storytelling. It’s repetition but it’s not rote, and eventually your message will find audiences, resonate and permeate.

Color psychology

Colors tell stories and inform the brain when words can’t, or act as a support to audio; color psychology plays a significant role in influencing perceptions and behaviors. Different colors can evoke psychological and emotional responses due to biological and cultural influences.

Colors have been important to the Harris campaign from the jump. From the early photograph of her in the light blue suit to the meme-ification of the purple suit to her sorority’s official colors of salmon pink and apple green.

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