Kamala Harris‘ Gen Z-focused marketing strategy is making numbers, according to the latest data analysis from Launchmetrics.
Harris started her presidential campaign on July 21, after President Joe Biden announced his decision to step down from the 2024 election race. On the same day, the candidate received an endorsement from singer and current Gen Z sensation Charli XCX, who posted “Kamala IS Brat” on her X (formerly known as Twitter) account.
Staying on top of things, the campaign added a new lime green photo in the style of Charli XCX’s “Brat” album cover to its official account on X. In 48 hours, the “Brat” rebrand had earned Harris a total of $15.9 million in media impact value — a proprietary metric developed by Launchmetrics that assigns a true monetary value to marketing strategies across print, online and social media to calculate ROI.
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“Brat” or “Brat Summer” refers to a distinctive fashion style and bold mindset that resonates with the Gen Z aesthetic. On TikTok, videos blending moments from the Harris campaign with the Brat aesthetic have garnered more than 64 million views since July 21. The “Brat” marketing strategy was discussed in panels on CNN, MSNBC, Fox News and more.
Keeping the momentum going, Harris’ marketing team embraced another Gen Z darling on Tuesday, releasing a “Harris Walz” camo hat that was inspired by Chappell Roan‘s “Midwest Princess” merchandise. The hat, which debuted with the announcement of Minnesota Gov. Tim Walz as the official Democratic vice presidential candidate, was quickly sold out.
According to Launchmetrics, the viral hat release earned the campaign $4.1 million in media impact value in 48 hours.
According to Unionwear, the company manufacturing all merchandise from the Harris-Walz campaign, the Harris campaign sold 25,000 of the camo print hat in “a few hours” — WWD previously reported.
“We were completely surprised by it. We’ve been in business for 32 years. We never had an instance where we made a sample in the morning and then they had sold a million dollars’ worth of hats by the next morning,” said Mitch Cahn, the president and founder of Unionwear.
Harris and Walz are currently on a five-day road trip across seven crucial swing states. They’ve hosted rallies in Philadelphia, Wisconsin and Michigan, and now will continue their campaign in North Carolina, Georgia, Arizona and Nevada.