KamalaHQ and the TikTok campaign that changed the game

Lessons for marketers

TikTok. Love it or loathe it, you can’t deny its pull. The platform has become a major force, swiftly eclipsing Instagram as the place to be for Gen Z. And now, it’s even made its mark on the 2024 presidential election campaign. 

The Kamala HQ account is no longer just a campaign; it's a movement. With 4.6 million followers and counting, the account exploded in popularity when Kamala Harris took the reins from Biden. Add in that viral tweet from CharliXCX, and Kamala quickly became TikTok’s favourite political candidate.

So, what’s behind her social media dominance? And how can brands take a page from Kamala HQ’s playbook?

Meet Your Audience Where They Are

Kamala’s team knows exactly where to find the audience they need - on TikTok. Young voters have historically been hard to reach and even harder to get to the polls. But with 170 million active TikTok users in the US and nearly half of them under 30, Kamala HQ has zeroed in on a key demographic by simply showing up where they already hang out.

The result? A campaign that feels relevant and, more importantly, authentic.

Lesson for brands: Find out where your audience is spending their time - both online and offline - and show up there. Whether it's TikTok or Instagram, Discord or Substack - meeting them in the right space is the first step toward creating a genuine connection.

Connecting to Popular Culture

Kamala HQ has mastered the art of blending politics with popular culture. The account’s TikToks are packed with personality and don’t shy away from viral trends. Gen Z isn’t looking for polished, corporate messaging - they want real, relatable content. Kamala gives it to them in spades, showing the human side of politics. A study from Embryo Marketing found that 62% of Gen Z prefer brands that create authentic, relatable content, and Kamala HQ is no exception. It’s real, it’s current, and it’s working.

Lesson for brands: People connect with people, not faceless entities. Give your brand a human voice. Let your quirks and personality come through - it’s those authentic touches that will make people care.

Tapping into Existing Voices

Kamala HQ hasn’t just relied on its own content.  By tapping into well-known creators like Deja Foxx - who endorsed Kamala at the Democratic National Convention - they’re tapping into existing trust. 

Deja’s fans trust her voice, and by aligning with her, Kamala HQ extended its reach and credibility. TikTok creators, influencers, community figures - they already have their audience’s ear, so why not collaborate?

Lesson for brands: Partner with established voices in your space. Whether they’re influencers, creators, or key figures in your niche, tapping into their networks builds trust and broadens your reach.

Leveraging Mainstream Platforms

It’s not only TikTok where Kamala has been making waves - her recent appearance on the Call Me Daddy podcast was a major moment in her campaign, blending politics with pop culture in a way that feels fresh. Known for its candid, unfiltered conversations, the Call Me Daddy podcast reaches a massive audience of younger listeners.

Kamala’s willingness to engage in open, no-nonsense discussions about her policies and personal experiences helped her connect on an even deeper level with Gen Z and millennials. By stepping into spaces traditionally dominated by entertainment and lifestyle content, Kamala is showing she’s not afraid to meet her audience where they are—both URL and IRL.

Lesson for brands: Don’t limit yourself to industry-specific platforms. Sometimes, stepping into a new space can broaden your reach and allow you to connect with an untapped audience. Go where the conversation is happening.

Use Trends to Your Advantage

Kamala HQ is no stranger to TikTok trends. This summer, they jumped on viral sensations like "brat summer," "femininominon," and even the "coconut tree" meme. The result? Content that feels native to the platform and is perfectly aligned with what the audience already loves.

This is the kind of stuff that gets you noticed - and in Kamala’s case, gets her message out to millions.

Lesson for brands: Keep your finger on the pulse of social media trends. But don’t just copy them - make them your own. If your content fits seamlessly into the platform, it’ll be much more likely to resonate with your audience.

Speak to Your Audience’s Core Values

There’s one big reason Kamala HQ’s content resonates with Gen Z: it speaks directly to their values. Human rights, climate change, social justice aren’t only campaign issues, they’re issues that Kamala’s audience genuinely cares about. By focusing her content on these themes, Kamala is fosters a real sense of community and shared purpose.

Lesson for brands: Know what your audience cares about and speak to those values. Whether it’s sustainability, diversity, or ethical practices, aligning your messaging with your audience’s core beliefs will create stronger emotional connections and loyalty.

The Bottom Line

Kamala HQ’s success on TikTok isn’t a fluke - it’s a case study in how to do social media right. Meet your audience where they are, connect authentically with culture, work with established voices, stay on top of trends, and speak to their values. Do all that, and you’ll build more than a following - you’ll build a community. And in today’s world, that’s where the real power lies.