Zohran Mamdani’s Offline Campaign

There’s a lot of tired discourse about whether or not a Democratic Socialist like Zohran Mamdani could win in places that aren’t as blue as New York City. But what’s not getting enough attention is that Mamdani and his campaign somehow cracked the code for producing online content with offline results: getting people off the couch to connect with strangers face to face over a shared political goal. How’d they do it? Maya Handa, Zohran’s campaign manager, and Andrew Epstein, his communications director, sit down with Jon to talk about the decisions and content that built Mamdani’s campaign from scratch, what they learned along the way, and the lessons other candidates and campaigns can take from what they achieved.

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