How Did a Political Outsider Topple an American Dynasty?
What happens when the establishment underestimates a candidate armed not with corporate donors, but with the power of social media and a progressive populist message.
13 July 2025 | Written by Parker Floris
History was made in New York last month when Zohran Mamdani—an African immigrant, Muslim, anti-Zionist democratic socialist—emerged from near-total obscurity to defeat former Governor Andrew Cuomo in the Democratic primary for New York City Mayor. In a state where winning the Democratic primary all but guarantees the official election, this wasn’t just an upset—it was a political earthquake.
While Democrats scrambled to regroup after their humiliating defeat in the 2024 presidential election, Mamdani moved fast: rallying supporters, announcing plans for free buses and childcare, public grocery stores, and a $30 minimum wage. But this victory didn’t materialise overnight. It was built meticulously—street by street, screen by screen.
This is one of the most remarkable campaigns in modern politics, and a case study in how the internet is transforming democracy.
Consider the scale:
50,000 volunteers
1.6 million doors knocked—including in hard-to-reach areas and languages
Campaign videos generating hundreds of millions of impressions
While Cuomo leaned on endorsements from establishment figures like President Bill Clinton and a blitz of corporate-funded TV ads, Mamdani’s team cross-promoted content with cultural heavyweights like Bernie Sanders, Alexandria Ocasio-Cortez, and local creators like Kareem Rahma of Subway Takes and Keep the Meter Running.
Mamdani embraced the reality that most New Yorkers had never seen themselves reflected in their leadership. He spoke unflinchingly about economic injustice, ICE raids, and the need to tax the wealthy to bring down the cost of living. This included proposing accountability measures for landlords—if they refused to fix their properties, they’d lose them.
When opponents labelled him “too radical,” he didn’t back down. He met every policy question with specific detail, proving that populism doesn’t have to mean empty promises—it can mean thought-out, achievable plans people can rally behind, broadcast in digestible formats across YouTube, Instagram, and TikTok.
When Mamdani appeared on traditional broadcasters, he was often met with the same tired, targeted questions. Either about labelling himself a “democratic socialist”—to which he’d cite Martin Luther King Jr.:
“Call it democracy, or call it democratic socialism, but there must be a better distribution of wealth within this country for all God’s children.”,
Or the inevitable question about whether Israel has the right to exist as an ethno-apartheid state—not phrased so transparently, but absolutely inferred. On the debate stage, Mamdani was the only candidate to reject the targeted question of first international trip and instead let his answer show just how pageantry the other candidates and moderators were:
“I would stay in New York City. My plans are to address New Yorkers across the five boroughs and focus on that.”
While traditional media obsessed over these questions, his refusal to pander, and his focus on local issues clearly distinguished him—and likely played well with voters hungry for authenticity.
Mamdani’s rise, alongside the shock election results in Canada and Australia, shows people are acutely aware that the social and economic systems are built to work against them—and are desperate for someone who finally represents their interests—not just capital owners. So much so, Trump has already threatened to deport Mamdani (something he can’t legally do … for now).
But importantly for anyone in media, it underscores how much the battlefield of influence has shifted. A nuanced, targeted social media strategy is no longer a nice-to-have.
Consider how Mamdani did it:
He didn’t just talk about issues—he met people where they were. Walking the length of Manhattan. Flooding their feeds with hopeful, optimistic content that cut through fear and fatigue.
He used his platform not merely to promote himself but to educate voters on preferential (ranked choice) voting, a system that rarely exists in the United States, but helps smaller parties and candidates get a voice outside of a winner takes all system like first-past-the-post. New York operates a preferential system and hence was a core part of his campaign, getting support from other mayoral hopefuls.
While pundits predicted Cuomo would win on first preferences, and that Mamdani might follow on second preferences, the mastery of Mamdani’s messaging meant he won outright.
He released videos in multiple languages to engage communities who had been ignored by traditional campaigns.
He anchored every message in a clear, simple promise:
“Life in this city doesn’t need to be this hard.”
The Whitehouse last year faced criticism when they posted a job listing for “meme manager”. Sentiment being that posting memes doesn’t outweigh bad policy.
For creators, marketers, and anyone hoping to shape public perception, the lesson is clear: if a candidate with no establishment backing can craft a narrative this powerful, so can you. It requires clarity and empathy, backed by a thousand micro-interactions.
This campaign didn’t succeed because Mamdani was a celebrity or a billionaire. It succeeded because ordinary people—and a team of media-savvy strategists—did the work, online and offline. If you’re a creator or advocate, here’s what you can take away:
Understand the mechanics: Viral clips and memes only work when paired with real organising—door-knocking, voter registration, and tangible calls to action.
Educate while you entertain: Mamdani’s content didn’t just rile people up; it taught them how preferential voting worked, why it mattered, and how their votes would count. This blend of education and engagement helped fight back against political apathy.
Use optimism strategically: In a media environment dominated by tragedy and fear, Mamdani’s hopeful framing felt refreshing. Even when attacking Cuomo or Trump, he returned to a positive vision for the future.
Localise and personalise: Multilingual videos and hyper-local storytelling connected him to voters traditional media never reached. If you’re building a movement—or a brand—think about the communities your competitors ignore.
Own your message end-to-end: Mamdani’s team didn’t rely on traditional broadcasters to frame the narrative. They produced, distributed, and amplified everything themselves.
If you’re in media, politics or communications, you don’t have to run for office to see the parallels. The same playbook applies to building any movement or audience: know your story, meet people where they are, and create content that resonates directly with them.
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