Kamala Harris has been in the running for US President for just four days – but her rise in popularity online has been meteoric.
Memes and celebrity endorsements have set the tone for her campaign, and Harris is leaning into it.
Her clipped up speeches and dances from her past are now the face of her bid for election.
The campaign X (formerly Twitter) account, @KamalaHQ, is splashed with neon green following the endorsement of pop-star Charli XCX, a play on her new viral album's simplistic cover.
Comment sections on Harris' accounts are flooded with coconuts, a reference to her now-viral line: "You think you just fell out of a coconut tree?"
The online appeal has re-energised the Vice President's Democratic Party..
Former Harris speech writer Gavin Reynolds told Breakfast this is huge for the campaign: "Before Joe Biden stepped aside, they were really struggling with younger voters, and I think the President's age had a lot to do with that."
Reynolds said Harris, who is 59 years old, is resonating much more with a younger audience.
"I think she is really smart to be leaning into this social media craze because where are young people these days? They're online, they're on social media. They don't get their news from the same place that older voters do."
Reynolds said young voters generally want to "beat Donald Trump" in the US election this November.
"There's some really big issues that resonate with young voters right now.
"That's bringing down the cost of living, fighting the climate crisis, bringing about an end to the war in the Middle East," he said.
"The Vice President has got the young voters' attention, now she's got to build on that, get out there in person to the community... and that definitely includes young voters."
Reynolds said Harris is one of the most effective communicators the US has had in politics.
"Take an issue like reproductive freedom. Right now that freedom is under attack," he said.
"If you hear the Vice President talk about the issue, she talks about it from the standpoint of freedom, that women ought to have the freedom to make decisions about their own bodies, not the government telling them what to do."
Reynolds said he thinks this type of messaging not only resonates with progressive voters who already feel this way, but also Americans who are more moderate or swing voters who agree with the overall notion of freedom.
In a climate where everything is moving "very quickly", Reynolds said he has seen polls which show Harris ahead of where President Biden was polling, showing she resonates among critical voting blocks such as young and Black voters.
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