How did a little known New York assemblyman construct a campaign that launched him into the national spotlight? It comes down to a campaign centered in specific promises, community engagement, and a recognizable logo/brand.
If you’ve been following this year’s election cycle, or even if you haven’t, you’ve probably heard the name Zohran Mamdani. He is a young Democratic Socialist and, as of last Tuesday night, the mayor-elect of New York City. Mamdani shifted quickly from a long-shot candidate to winning the Democratic nomination in the city’s primary election this summer, and then, of course, went on to win the actual election a few days ago. His ability to run such a successful campaign comes down to three things:
1. Specific campaign promises
Mamdani ran on specific policies and promises which centered on affordability, including free childcare, fare-free buses, and rent freezes. He also explained how he plans to deliver on these promises, primarily through increased taxation of the top 1% of New Yorkers and of corporations.
Not only were the promises Mamdani ran on specific, they were also memorable and targeted towards the majority of New Yorkers. His posters and ads all emphasized his promises, keeping them at the forefront of his campaign. Additionally, while part of his platform included “Trump-Proofing” the city, he did not run a campaign focused solely on opposing Trump or other political opponents; instead, his campaign focused on how he could better the city for its inhabitants.
2. Community Engagement
In addition to the platform he ran on, Mamdani’s team ingeniously engaged with New Yorkers, both online and in person. Mamdani consistently met with his constituents on the streets of the city, speaking to them about their concerns and discussing his platform. From walking the length of Manhattan in a day to organizing a scavenger hunt across the city, these events encouraged New Yorkers to engage both with Mamdani and each other.
In addition to this, Mamdani’s team also engaged with the greater online community. For one, his team put out videos like the one above so those who did not attend his events in person could still see them. Mamdani also used social media to his advantage through collaborations. For example, Mamdani appeared on multiple popular street-interview TikTok shows, like Gaydar (seen below) and Are You Okay?.
While his social media presence was large, none of it felt particularly forced, likely because Mamdani’s team was very particular about his online image. While his videos garnered a lot of attention, not just from the city’s residents but also internationally, they remained centered on his campaign, his platform, and New York City.
3. Logo/Branding
Mamdani’s branding only added to his campaign’s success. With bright, bold colors and simple messaging, his brand design feels nostalgic and ingrained in New York City’s culture. As explained below by Tiktoker @shwinnabego, the brand’s cohesiveness and recognizability, beyond being visually appealing, further developed the campaign’s identity.
All in all, Mamdani’s historic win to become the next mayor of New York City would not have been possible had he not run the campaign that he did. The campaign’s branding, community engagement, and specificity all paved the way for his electoral success.