Kamala HQ’s TikTok Campaign. Is It Coconuts?
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It’s a US Election Year. So, as usual brace for a whirlwind of wild headlines, Electoral College confusion, and an overload of red, white, and blue rhetoric, as the political circus takes centre stage of our news cycle.
But this year, something even more bizarre has stolen the spotlight, particularly for our Gen Z audience (who are now of legal voting age). This election political discourse revolves around anonymous TikTok accounts, pop star endorsements, and an unexpected coconut craze.
Curious? Let us provide context (👀).
OUT WITH THE OLD, IN WITH KAMALA HQ
The first 2024 Presidential Debate saw Joe Biden and Donald Trump tackle hot-button issues with noticeable confusion and a lack of energy-—eliciting a collective groan and eye-roll from viewers who wondered, “Ugh, are these guys too old for this?
Responding to the public’s clear fatigue, Joe Biden bowed out of the race and handed the reins to Vice President Kamala Harris.
But with only three months until the election, a falling approval rate and a popular 78-year-old rival, Kamala Harris needs to pull a rabbit out of the hat—or maybe an entire magic show.
Enter Kamala HQ.
NOT WITH A FIZZLE, BUT WITH A BRAT
Kamala HQ exploded onto the scene from the get-go. The account’s debut post was straightforward yet striking: a TikTok slideshow featuring Charli XCX’s tweet endorsing that “Kamala is BRAT” set to the popular song 360. Now, if you aren’t aware of the pop culture significance of this, please read up on it. (Ahem, see our previous blog.)
With the stamp of approval from Gen-Z’s current it girl, the BRAT-ification of Harris’s campaign was swift. The pinned post on Kamala HQ’s Instagram followed suit, replicating the infamous acid green album with the words “welcome to Kamala HQ. This is the official rapid response page of Vice President Harris’ presidential campaign.”
And rapid it has been.
The sophomore post was in the same vein—lo-fi, low effort, and cheekily irreverent. It was a carousel comparing competitor Trump to Harris, with a nod to TikTok favourite Chappell Roan’s “FEMININOMENON.
View this post on Instagram
Leveraging TikTok’s pop new guard, Kamala HQ’s TikTok has exploded like wildfire.
WHEN THEY GO LOW, GO VIRAL
The channel’s posts are wide-ranging, from jumping to creating playful fan edits, clipping ‘flop’ soundbites of opponent Donald Trump, and using popular sounds from the recent Brooke v Clinton Kane Face-Off. These seemingly unhinged, random videos are always on the pulse, tongue-in-cheek, and soundtracked with Gen Z hits.
@kamalahq🤩🤩♬ original sound – kasane teto
The account uses its platform to bolster Kamala Harris’ profile as a fresh, relatable young candidate and educate users on her competence as a decorated former prosecutor. At the same time, it takes playful jabs at rivals Trump and Vance, effortlessly pointing out their shortcomings in quick, punchy clips.
For the first time in history, Harris is utilising TikTok as her personal campaign trail to address voters regarding her competitors. Kamala HQ is distilling her election promises into bite-sized segments, critiquing her opponents, and leveraging celebrity endorsements from
Megan Thee Stallion, the cast of Rupaul’s Drag Race and rapper Quavo.
And it’s working. Since Biden’s withdrawal from the race and the account rebranding, Kamala HQ’s following has surged sixfold, marking a meteoric increase from 440k followers to 3 million in just a few weeks. The surge in popularity extends beyond TikTok, as Harris has managed to secure $310 million for her campaign in July alone.
RIDE THE WAVE TO TURN THE TIDE
But this is not the first time Harris has gone viral online. Before Kamala HQ, Harris had been chronically memed for her signature laugh, her baffling word salads, and her general reputation as a somewhat unserious, non-sensical political figure.
@allanthedoll We did it Joe #kamala #kamalaharris #politics #president #vicepresident ♬ original sound – Allan
Instead of dodging the issue, Harris is addressing it head-on.
Now, if I were to ask you, “Do you think you just fell out of a coconut tree?”
What would your answer be?
- Huh?
- Um, no.
- You exist in the context of all in which you live and what came before you. Duh.
Well, if you answered A or B. Let us explain.
@sbsnews_auUS vice-president Kamala Harris’s famous ‘coconut tree’ quote has inspired countless memes on the internet. Read six things to know about Kamala Harris @sbsnews_au (link in bio).♬ original sound – SBS News
The quirky coconut quote was originally from a White House speech in May 2023, where she referenced a saying her mother used to highlight how young people’s education is intertwined with their entire generational upbringing.
The clip went viral, with many using the sound to poke fun at themselves. It was eventually reposted by Republicans and other critics as a way to expose Harris’ gaffe. However, since then, Kamala HQ has embraced the meme, adopting “providing context” as its mission statement, sparking the viral “Coconut Dance” and launching “Operation Coconut Tree.”
Kamala… Execute Operation Coconut Tree… We need you
— Stylianos Karolidis (@stylianos_k) June 28, 2024
Since then, Harris’ presence has been inextricably linked with coconut iconography, with politicians and supporters enthusiastically using coconut emojis in their endorsements. What was meant as a critique has been rebranded into a strength: her exceptional ability to engage young people.
SO WHAT DOES THIS MEAN?
No matter your thoughts on Kamala HQ, one thing’s for sure: Harris is rewriting the political playbook. Just weeks ago, critics were blasting the Democratic Party for being stale and out of touch, but now Kamala HQ has done a complete 180.
@jujuizzywithnorizzy 🌴🥥!!! #kamala #trump #brat #unemployed #mamala ♬ original sound – emilysway
With 7.8 million TikTok followers across both Kamala HQ and her personal account, Harris isn’t overlooking the power of Gen Z. She’s handed the reins of her campaign to them, and they’re crafting a campaign like no other.
@itsmeemmad #kamala2024 #projectcoconut #coconuttree #bratelection #kamalanomenon #voteblue2024💙 #fyp ♬ original sound – Ranvision 軟趴皮
However, elections aren’t won on the For You Page; they’re won in the polls. In this unprecedented political landscape, who knows whether memes and trends will translate into actual political victory. One thing’s for certain—we’ll be watching closely.
Want to make your brand’s mark on TikTok? Our team will bring a Kamala HQ flair to immerse your brand in the platform and captivate this untapped audience.
Ready to make an impact? Contact us here, and we’ll make it happen.
