Local brand strategist says Harris campaign marks shift in media landscape

AP Photo/Wilfredo Lee

Kamala Harris is stepping into the limelight as she launches her presidential campaign, marking a major reset in the political landscape.

"There's a new level of enthusiasm in the Democratic Party," Jeff Hedrich, president and brand strategist of the Prodigal company, said.

Axios reports Harris raised $200 million in the first week of her campaign, with 66% of donations coming from first-time donors.

With those funds, Harris's team is primed for major spending on ads, which could shape the way her campaign is viewed by the public.

"Political ads are still the most powerful -- those fifteen to thirty-second narratives," Hedrich added. "the question is, are they going to run on television or social media?"

Support for Harris is also ramping up online, with memes and videos of the candidate gaining mainstream popularity. In response, Harris's campaign has embraced the attention as a marketing strategy to rally support among younger voters.

But, Hedrich said, it's unclear how effective that strategy will be to drive voters to the polls in three months. "In the political presidential cycle, that might as well be three years. So many things happen between now and then,"

Attack ads are also expected to ramp up in the coming weeks. In the meantime, Donald Trump's campaign team is likely to test messaging about Kamala's campaign with his base to gauge voter response.