{"id":7469,"date":"2024-10-23T11:16:08","date_gmt":"2024-10-23T15:16:08","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/10\/23\/a-presidential-campaign-is-taking-more-risks-than-your-brand\/"},"modified":"2024-10-23T11:16:08","modified_gmt":"2024-10-23T15:16:08","slug":"a-presidential-campaign-is-taking-more-risks-than-your-brand","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/a-presidential-campaign-is-taking-more-risks-than-your-brand\/7469\/","title":{"rendered":"A Presidential Campaign is Taking More Risks Than Your Brand"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Hannah Hickman and Brooks Miller<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of 2024\u2019s best channel management and social strategy has not been coming from brands, but a far more unlikely source: the Trump and Harris presidential campaigns.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Anyone who works in social media knows how challenging it can be to convince brands to produce anything that feels raw, unfiltered, or chaotic \u2013 which is essentially the essence of social in 2024. Yet in a high-stakes presidential campaign, the Harris-Walz and Trump-Vance teams are leveraging the very kind of strategies most brands would deem too risky.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Both Donald Trump and Kamala Harris\u2019 campaigns have exhibited a true understanding for creators, community, and calculated risk, to the delight of constituents and social media managers everywhere.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Advertising Week New York, we hosted a panel to get to the bottom of something we\u2019re noticing in culture: while political campaigns &#8211; historically buttoned up and serious \u2013 are embracing memes and TikTok trends, brands feel more risk adverse than ever. Why the flip? And most importantly, what can we learn?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The main problem, as Gabe Gomez, Head of Social for MCo Beauty, pointed out, is trauma. When one brand sees another brand fail big, social media managers remember. Seeing your colleagues get cancelled creates a sense of paralysis and risk-aversion that can make it feel impossible to hit send on that post. But, much to everyone\u2019s dismay, brand silence only makes things worse. Recent Edelman Trust Barometer data says that, not only is silence political, but when a brand is silent, consumers assume the worst.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Can we make brand social fun again? And how do we do it? Here\u2019s what our panelists had to say:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Investment in creators.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">According to Gen Z historian Kahlil Greene, 2024\u2019s presential campaigns are schooling brands when it comes to creator relationships. They are going far beyond monetary investment and getting them on board with their brand messaging \u2013 they are investing in real time with them, inviting them to meetings and bringing them into the fold. They recognize that creators aren\u2019t just a media strategy \u2013 they are a direct line to some of their most important continuants, and creators can help you understand those constituencies at scale.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead of giving a creator a list of posting mandatories, explore inviting them into the briefing process. Ask if the message is resonating, how they might change or adapt it. Not only does close collaboration like this make creators feel more valued, but it also opens the door for invaluable information about your audience.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Let the community inform your creative.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Gabe Gomez has been running brand social accounts his entire career. He championed how the campaigns are each leaning into their respective communities and mining them for insights and ideas. According to him, when you let the community inform your creative, and not the other way around, brands are able to achieve the ultimate goals: relatability and authenticity. Doing this shows audiences that you are collaborating with them rather than speaking to them.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Trump\u2019s campaign is adept at this. For example, Trump often gets made fun of for his dancing, especially online. Instead of running from the memes, the Trump campaign embraced this conversation, featuring an effective super cut of his dancing during the RNC.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Truly listening to your social audience means understanding that they have a role to play in defining your brand identity alongside your key messages and RTBs. Social thrives on a kind of specificity that can\u2019t be achieved out of thin air. Building credibility requires maintaining an always-on connection to culture, showing your community that you\u2019re collaborating with them rather than speaking to them.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Stick with your corporate comms guidance.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">With the volume needed to run social accounts, sometimes it can feel like you\u2019re running a message into the ground. But Jeremy S. Thompson advised to keep going.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Before he worked at Edelman, Jeremy was the social media director for Kamala Harris\u2019 2020 presidential campaign. He pointed out that both campaigns are using incredibly concise messaging, repeating it every chance they get, and are sticking to their core issues. While this might seem antithetical to creativity, the truth is that every time you say something, a new portion of your audience hears it for the first time.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Going with the flow.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Lastly, the panel was unanimous about the level of resourcefulness seen on both sides. Both campaigns understand that you can\u2019t manufacture an opportunity, so when one happens, the only thing to do is lean in.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An incredible amount of careful preparation goes into the launch of any campaign, whether it\u2019s presidential or brand. Did Kamala plan for her entrance into the cycle to be laden with coconut emojis and brat summer memes? No, but her campaign saw what was gaining excitement and attention on social and doubled down on it. Similarly, when Trump\u2019s post-assassination attempt image went viral, the campaign leaned in, creating merch and messaging that fed into the viral wave of online conversation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t let your editorial calendar ruin an active social moment.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Know your permission space<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The key to all of these strategies is first and foremost knowing your brand\u2019s permission space to act. Gabe pointed out that realistically brands are just not able to be everywhere all at once. His advice was to lay some groundwork and have a plan. Talk to your legal team, understand the issues you have credibility to speak on.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Jeremy doubled down on this point, saying, \u201cAs an example, the immigration conversation from five years ago, is not the same immigration conversation we\u2019re having now. Know your brand\u2019s permission space to act, so that when the cultural and political context changes, which it eventually will, you\u2019re ready.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Savvy campaigns and brands understand that not every trend or social reference is for them. Effectively engaging with social culture isn&#8217;t about chasing the latest viral sensation; it&#8217;s about identifying conversations where your brand can contribute meaningfully and authentically.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Authors<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Hannah Hickman is SVP Social Strategy at Edelman, and Brooks Miller is EVP of Influencer Marketing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Savvy campaigns and brands understand that not every trend or social reference is for them. Effectively engaging with social culture isn&#8217;t about chasing the latest viral sensation; it&#8217;s about identifying conversations where your brand can contribute meaningfully and authentically.<\/p>\n","protected":false},"author":7,"featured_media":7470,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-7469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Presidential Campaign is Taking More Risks Than Your Brand | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/a-presidential-campaign-is-taking-more-risks-than-your-brand\/7469\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Presidential Campaign is Taking More Risks Than Your Brand\" \/>\n<meta property=\"og:description\" content=\"Savvy campaigns and brands understand that not every trend or social reference is for them. 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