Inspired by presidential candidate Barack Obama’s speech after the 2008 New Hampshire primaries, Black Eyed Peas songwriter will.i.am recorded “Yes We Can,” a celebrity-infused music video against the backdrop of Obama’s voice. The video quickly received more than 97 million views, and gave Obama widespread organic media attention without a dollar spent from his campaign.
Will.i.am inspired voters and elevated Obama’s media presence, displaying the outstanding effect that positive, organic viral circulation has in today’s political arena. This helped set the precedent for creatively using digital and social media, not only in the 2008 election but for years to come.
Massive viral circulation contributed to Obama’s winning nearly 70 percent of the youth vote, according to Pew Research Center, in both the 2008 and 2012 elections. This was an indispensable cohort of his success. His campaign strategists spearheaded an ambitious and effective digital and social media campaign aided by independent contributions from influencers like the Black Eyed Peas artist.
During the 2016 presidential election, presidential hopefuls should learn from these lessons in order to boost their popularity organically. As a young voter and public relations intern, I recognize the importance of a strong media plan. Coupled with the funded campaigns, having an organically produced media presence will allow voters, especially millennial voters, to feel a sense of ownership in the candidate’s success.
Most presidential candidates understand they should focus on online outlets specifically targeting millennials to secure that group’s vote. Oftentimes it is not how one utilizes social media, but how the social media community portrays the person that makes him or her most relevant.
This point spans even beyond political campaigns. Ask the majority of millennials to name the nine Supreme Court Justices, and you will likely receive a failing response. Except for Justice Ruth Bader Ginsburg. Although she has held the position for over two decades, in 2013 she became a pop culture phenomenon when New York University law student Shana Knizhnik created the infamous “Notorious R.B.G.” Tumblr.
