A social media manager for the Kamala Harris campaign just dropped juicy deets about Gen Z’s influence on the iconic branding

Kamala Harris’s social media presence has become a standout aspect of her presidential campaign, largely thanks to the creativity and savvy of her team behind Kamala HQ. With a staggering 4.6 million followers on TikTok, the account effectively engages a younger demographic by embracing trending topics and internet culture.

Notably, Kamala HQ garnered attention for its clever association with Charli XCX’s album *brat*, which helped cement its status in the viral landscape. The team behind the account, including co-runners Paulina Mangubat and Parker Butler, have been transparent about their approach. In a recent exchange on X (formerly Twitter), they shared insights into their branding process, revealing a casual yet impactful vibe. Parker humorously noted how Charli XCX assumed the account was run by a “young gay man,” and he confirmed that her assumption was spot on.

Mangubat and Butler discussed their brainstorming sessions for the logo and aesthetic, showcasing the casual nature of their work. One text exchange captured their lightheartedness, with Parker suggesting a bright “brat green” for the branding, and both admitting to some initial uncertainty about whether the brat theme was overkill. Ultimately, their quick design decisions, made in just about 30 minutes, led to a branding strategy that resonated well online, turning into the account’s permanent look.

Mangubat also highlighted the influence of popular gossip accounts like Deuxmoi and Pop Crave on their branding decisions. This blend of pop culture references and contemporary social media trends has proven effective in creating a relatable and engaging campaign presence.

As the Harris campaign continues to navigate the political landscape, it’s evident that its social media strategy is driven by a young, dynamic team—most of whom are under 25 and navigating their first professional roles. This fresh perspective contrasts sharply with Donald Trump’s social media strategy, which has seen him banned from X and now relegated to Truth Social, a platform he launched that lacks widespread engagement.

The innovative approach of Kamala HQ not only reflects the changing dynamics of political campaigning but also speaks to a broader trend where pop culture and politics intertwine in unexpected ways. The combination of a presidential campaign inspired by a pop album and celebrity gossip accounts showcases a modern take on political branding that resonates with today’s youth.