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When you think of places with baller PR strategies, the White House probably isn’t the first that comes to mind.
But it’s trying to change that–and Christian Tom, President Biden‘s Director of the White House Office of Digital Strategy, thinks content creators are the key.
Tom was a Biden campaign staffer during the 2020 election, and was responsible for the campaign’s digital strategy, which included things like giving hundreds of content creators access to the White House for filming opps and info briefs, a partnership with Portal A to deploy a pro-Biden “#ImVotingFor” sweep on Instagram and Twitter (with upward of 100 creators and celebrities participating), and a custom Fortnite map.
This November, #ImVotingFor my family, including my Grandpa who just turned 90 years young!
I couldn’t be more proud to cast my ballot for (and work for!) @JoeBiden and @KamalaHarris, who will lead with care and empathy.
What about you, @rebeccastern @Rob_Flaherty @anuraagc? https://t.co/dHN37ZA8Cd pic.twitter.com/RdQgizRS49
— Christian L. Tom (@cltom) October 6, 2020
After some time away at the McCourt Institute, a tech-focused nonprofit, Tom is back at 1600 Pennsylvania Avenue and still thinks content creators could be the key to keeping the Biden administration in office. The White House has already said his main goal is to rock up to the 2024 election with more creator and influencer relationships on Biden’s side than ever.
And Tom’s putting in face time to make that happen: He just gave a keynote at VidCon Baltimore, talking about how vital creators are to the White House’s plans.
I get into all this and more with Lauren Schnipper on the latest installment of Creator Upload. Subscribe on Apple Podcasts, Spotify, or whenever you listen. You’re gonna dig it.
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