Zohran Mamdani’s campaign and subsequent win for New York City mayor last year has become a case study in how politicians can use social media.
At ADWEEK’s Social Media Week, a trio of people behind Mamdani’s social videos—including the creative duo of creative and production agency Melted Solids and Donald Borenstein, director of video at the Zohran for NYC campaign—broke down what made the mayor’s videos break out. Melted Solids is made up of co-founders and executive producers Anthony DiMieri and Debbie Saslaw.
Throughout his campaign, Mamdani stuck to his social video strategy instead of treating it as a one-off, said Borenstein.
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