Hillary Is Running The Most Social, Millennial-Friendly Campaign of 2016
Hillary Clinton’s name has been floating around most millennials for their entire lives. Luckily for her, if there's one thing millennials like to rally around online generally and on social media specifically, it's a good dose of nostalgia.
As the former First Lady and Secretary of State makes her second bid for the White House, her campaign is showing early and often how vital it finds the millennial voting bloc. Less than two months after Hillary's announcement, she is deftly using social media marketing to speak to--and, more meaningfully, interact with--the demographic that could get her elected.
So, how exactly is she doing it? So far, a genius mix of digital marketing via social media, email, and merch.
Her digital strategy conveys a sense of humor.
Hillary's digital strategy has a sense of humor that's relatable and specifically millennial. Example: the 404 Error page on her site which shows Bill and Chelsea and the woman herself with Donald Duck hats on. The Clinton's embarrassing family photos: they're just like ours!
While finding some common ground with the common man is a campaign angle as old as democracy, this is more specific than that. It's Buzzfeed-worthy. It's the concept behind #throwbackthursday in action. That's an organic distribution strategy made in heaven.
Even Hillary's merch is shareable.
Everything Hillary does online seems to have the end game of being shareable. There’s the ever-popular red pantsuit tee. And her "A Woman's Place Is In The White House" embroidered throw pillow is just waiting to be instagrammed on IKEA couches from sea to shining sea. The millennial compulsion to share both one's beliefs and one's possessions has been decidedly thought of and tapped into.
Also millennial-friendly and shareable: her tone of voice. We are a generation known to love a pun, and Hillary’s merchandise features beer coozies that say “Chillary Clinton” and a grilling spatula that says, you guessed it, “Grillary Clinton.” There’s also a Millennial slang-approved “yaaas Hillary” tee.
Multimedia game: on POINT.
Hillary is reaching millennials outside of the usual Instagram-Facebook-Twitter trifecta. Video and Spotify are also playing a big part. Her official playlist features upbeat tracks from American Authors, Gym Class Heroes, Ariana Grande, and Kelly Clarkson -- the majority of tracks are only a few years old, and the playlist overall has nearly 5,000 followers. And that’s to say nothing of the impressions it got from coverage in outlets like Esquire and Buzzfeed. Same goes for her YouTube videos: just a few months into her campaign, she’s rocking 5 million views, with individual videos such as her “Equal” video to promote gay marriage receiving 380k views.
The only thing we see missing so far? Influencer marketing that’s not tied to celebrities. With millennials dominating social media platforms, Hillary could appeal to and reach young voters by tapping into the power of hyper-connected young consumers on social media who have a large community of listeners. Adding this component to Hillary’s social media strategy would be the icing on the cake of a well considered and executed campaign.