Saslaw and DiMieri each have high-profile backgrounds in media and promoting. Saslaw spent years crafting high-profile campaigns for HBO and Showtime, whereas DiMieri beforehand labored as an editor at companies like Digitas and 72andSunny and on political campaigns for Bernie Sanders and Hillary Clinton.
DiMieri, who additionally co-produces the favored Instagram collection SubwayTakes that discusses present occasions on the subway, utilized his social media savvy to Mamdani’s marketing campaign. “We wished to make content material that bought eyeballs, bought followers, and will win within the social media house,” DiMieri mentioned. “Our content material technique was selection and experimentation. If one thing’s working, we’ll do it as soon as—and if it really works, we’ll do it as a collection.”
The marketing campaign’s success has helped domesticate real, natural enthusiasm on-line. One X publish cracking, “you’ll be able to simply tweet ‘Zohran Mamdani’ instantly get 1000 likes,” drew over 17 million views, and sparked tens of hundreds of reposts as customers examined the declare.
Whereas Melted Solids led the social and video inventive, different companies formed the marketing campaign as nicely. Battle, a New York-based inventive company identified for digital-first progressive campaigns, dealt with TV advertisements and contributed to media technique and focusing on. Forge, a Philadelphia-based design co-op based by Aneesh Bhoopathy and Phil Ditzler, crafted Mamdani’s distinctive branding—cobalt blue and marigold yellow, impressed by NYC taxis and Bollywood posters.
In keeping with DiMieri, Mamdani’s momentum has additionally helped Melted Solids develop from a scrappy two-person store right into a go-to inventive accomplice for progressive causes. The truth is, a number of of the company’s new shoppers got here by way of Mamdani’s community, together with Alliance for Paseo Park, an advocacy group for pedestrian-friendly streets in Jackson Heights; Triage, a student-led local weather motion group; and Jews for Racial and Financial Justice, a gaggle Mamdani has labored with for years.
