How to Market Your Political Campaign Like a Product — and Your Product Like a Political Campaign

Author: Jing Piao

Takeaways from NYC Mayoral Election

June 24 is the last day to vote in the New York mayoral election. Zohran Mamdani, a relatively unknown figure just months ago, is now leading in the polls against political veteran Andrew Cuomo. How did he build such a powerful campaign—and what can we learn from it?

From Broadcast to Dialogue: Shifting the Tone of Political Messaging

Let the people speak for you and speak for the people

In all of Zohran’s campaign efforts, he focuses on letting people speak. He features average New Yorkers from all walks of life sharing their problems and opinions, rather than making it all about himself. Unlike Cuomo’s campaign—where people are used as background decorations with no voice—Zohran’s approach gives people the spotlight.

Engage with the public rather than announce to them

He avoids hierarchical, traditional media, and instead leans heavily on podcasts and influencers—channels where he can engage with people and come across as approachable and relatable.

Stand with the people rather than above them

Zohran puts a lot of effort into making sure the setting reflects the message. He films videos on benches, in the streets, and inside subway cars—places where real New Yorkers live and commute. In contrast, Cuomo’s content often feels removed, staged in high-end, conference-style environments that feel elite and distant.

In Zohran’s videos, he speaks Spanish—imperfectly—and even makes fun of himself for it. Viewers laugh with him. Average New Yorkers tease him, and he takes it with humility. It’s all part of showing: he’s one of us. Cuomo, on the other hand, feels more like someone talking at us—not with us.

People Judge a Book by Its Cover: Visuals Matter in This Campaign

Visuals are the easiest way for people to understand and remember a campaign. While Cuomo continues to rely on outdated, government-style website designs and his usual wardrobe, Zohran brings a fresh and modern visual identity to the people of New York.

From a bold yellow-and-blue logo to bright, youthful fonts and a well-designed website, Zohran’s campaign feels new and exciting. Cuomo, by contrast, has failed to use these tools effectively. For example, on Zohran’s site, each endorser is shown with a photo and title—some of the names aren’t even that big, but the presentation makes them feel important. Meanwhile, Cuomo, despite being endorsed by a former president, simply lists names in plain text—no photos, no excitement, nothing memorable.

Zohran also pays attention to what he wears. On his website, he’s seen in traditional clothing with a Casio watch. His outfits aren’t custom-made—they’re modest and relatable. Through this, he signals exactly who he stands with: working class New Yorkers. Cuomo, on the other hand, seems to have put minimal effort into visual communication—missing a chance to connect.

It’s Not About How Much People Like You — It’s About How Much They Dislike Your Opponent

This often applies to new products trying to gain attention. How do you get people to like you?
There’s a saying: two people become friends when they have a common enemy.

Zohran’s campaign uses this tactic from the start. Instead of talking about his own track record (which isn’t extensive), he emphasizes how corrupt Cuomo and Eric Adams are—something few disagree with. Once people are aligned with him in opposition to Cuomo and Adams, they’re willing to hear him out.

Zohran’s campaign reflects a new approach and an emerging trend in political marketing that also offers inspiration for product marketing. It focuses on engaging with people rather than projecting an authoritative voice. Of course, any marketing strategy must stay true to the person or product it represents. If a candidate’s strength is being approachable, then the campaign could amplify that. Otherwise, it risks coming across as inauthentic. Effective campaigns are not about creating something out of thin air. They’re about finding the real and making it resonate.