The recent decisions made by the Harris campaign to credential 200 content creators at the Democratic National Convention have proven to be highly successful, generating significant media exposure and engagement. According to a campaign official, the partnerships with content creators resulted in nearly 7,000 posts from 227 creators, reaching approximately 400 million impressions and an estimated media value exceeding $800 million.
One notable outcome of this initiative was a substantial increase in voter registration among 18-29 year-olds, surpassing the numbers from the same period in the 2020 election cycle. Vote.org reported registering over 328,000 Americans following Vice President Kamala Harris's nomination, with 79% of new registrations falling within the 18 to 34 age group.
The Harris campaign's approach reflects a strategic shift towards innovative methods of voter outreach as Election Day approaches. Recognizing the limitations of traditional media strategies, the campaign has focused on creating original content, particularly through the @KamalaHQ account on various platforms, and leveraging the influence of social media influencers.
Vice President Harris herself embraced this strategy by participating in three TikTok interviews, while her running mate, Gov. Tim Walz, engaged with 15 content creators in a meet and greet session. Additionally, efforts were made to connect the campaign's key surrogates with influencers in Chicago, further expanding the reach and impact of the campaign.
