What can AOC’s success teach us about the power of marketing?

Alexandria Ocasio-Cortez
Alexandria Ocasio-Cortez (AOC) holds a copy of her opponent’s campaign brochure.

Example 01: The brochure

Alexandria Ocasio-Cortez examines campaign brochures during the Netflix documentary Knock Down the House
Knock Down the House (40:09) AOC holds a copy of her opponent’s campaign brochure alongside her own.
What is the message?
The date of the Primary is not readily available in Joe Crowly’s brochure.

“There is nothing about the path forward here. Trump [is mentioned] three times. Commitments, zero times.”

— Alexandria Ocasio-Cortez

Who is the audience?
Alexandria Ocasio-Cortez gestures to a list of her campaign commitments
Concise bullet points detail AOC’s commitments. The text appears in Spanish as well as English.
Alexandria Ocasio-Cortez offers her analysis of the text used in her opponent’s brochure.
AOC implies that the term “deliver” is directed at Crowley’s campaign contributors.

Example 02: Social Media presence

What are the best channels to use to communicate to your audience?

“You can’t really beat big money with more money. You have to beat them with a totally different game.”

— Alexandria Ocasio-Cortez

  • Twitter: AOC: 379K fans, 4.3K posts; Crowley: 3.6K fans, 1.1K posts
  • Facebook: AOC: 88.5K fans; Crowley: 15K fans
  • Instagram: AOC: 127K followers; Crowley: 1.4K followers
These tweets demonstrate two different approaches to discussing the same topic.

Bad marketing has a cost

AOC’s campaign video, which she wrote and narrated herself.

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