Zohran Mamdani’s historic victory in the New York mayoral election was driven by his focus on “affordability” and his dominance of social media. The 34-year-old’s slick videos on TikTok and Instagram have helped raise his profile and attract a number of voters and volunteers, according to reports. Creative director Andrew Epstein was behind the visuals for Mamdani’s viral campaign.
Who is Andrew Bard Epstein?
According to the Financial Times, Andrew Bard Epstein is one of the architects behind Zohran Mamdani’s highly successful social media strategy.
A graduate of Yale University, Andrew Epstein graduated from Binghamton University with a degree in history and earned a master’s degree from the University of Georgia, according to his LinkedIn profile. Before serving as creative director of Zohran Mamdani’s campaign, he served as chief of staff for the New York State Assembly.
From colorful graphics, iconic hits like “New York Groove” to Zohran Mamdani driving around NYC in a wheelchair, the New York mayor-elect’s Instagram feed features a plethora of interactive reels and posts.
What made Mamdani’s social media campaign successful?
Epstein said the online connection between Mamdani and his constituents was reinforced in real life — making the social media campaign a success.
“One of the reasons social media videos are successful is because when people develop this relationship with Zohran and our agenda through their phones, volunteers knock on their doors, or they see canvases on the streets, or they turn on the TV or listen to a podcast,” Epstein told the FT.
He added that the main difference between Mamdani’s campaign and that of his main rival, Andrew Cuomo, was how much the former governor “talks about his resume” versus “Zohran talking about what he’s going to do.”
Andrew Cuomo is the former governor of New York and is also the governor’s son.
How many votes did Mamdani win?
Zohran Mamdani won by getting more than 50% of the votes.
In addition to Mamdani, Democrats secured mayoral victories in Virginia and New Jersey, the only states electing new leaders this year.
Democratic candidate Mikie Sherrill was elected governor of New Jersey, defeating Republican Jack Ciattarelli, former state representative
According to a New York Times report, Mamdani’s “intense focus on affordability, mastery of social media and relentlessly infectious optimism about New York have sparked record turnout among young voters and immigrant groups, catapulting him past more seasoned rivals.”
