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Investigates Investigates Money Diaries The Journal TV Climate Crisis Cost of Living Road Safety Newsletters Temperature Check Inside the Newsroom The Journal Investigates Daft.ie Property Allianz Home The 42 Sport TG4 Entertainment The Explainer A deep dive into one big news story Sport meets news, current affairs, society & pop culture have your say Or create a free account to join the discussion Advertisement More Stories New York's mayor elect Zohran Mamdani attending a church service in Brooklyn during his campaign.Alamy Stock Photo New York City Mamdani ran a campaign that appealed to average New Yorkers and terrified the city's elite Mamdani owes a lot to his social media team, who managed to create videos that regularly went viral. 12.44pm, 5 Nov 2025 Share options ZOHRAN MAMDANI WON yesterday’s New York mayoral election with an energetic campaign built on promises to address the cost of living for ordinary people in the financial capital of the world. The Democratic state assembly member came from relative obscurity and made a positive impression on New Yorkers with deft use of social media and a massive ground game that grew in strength throughout his campaign. And he won without the support of the upper echelons of his own party. He appealed to voters in his personal, informal style by pledging to tackle the soaring cost of living by offering free city bus travel, free childcare, the establishment of city-run grocery stores and a rent freeze for most of the city’s apartments. Mamdani owes a lot to his social media team, who managed to create videos that regularly went viral throughout the campaign. One particularly successful stunt was a walk from one end of Manhattan to the other just before he would go on to beat former governor Andrew Cuomo in the vote to choose the Democratic nominee. (Cuomo re-entered the race as an independent and came second in yesterday’s election.) Mamdani interacted with members of the public along the way and showed off his gift for engaging people, all while one of his rousing speeches played over the images. “We’re outside because New Yorkers deserve a mayor that they can see, they can hear, they can even yell at,” he says to camera at the start of the video. Cuomo attempted to make his own mark on social media by appearing relatable, putting out a video of him helping to jump-start a car. The awkward atmosphere of the video did not jump-start his campaign. On Friday night, we walked the length of Manhattan, from Inwood Hill to Battery Park. New Yorkers deserve a Mayor they can see, hear, even yell at. The city is in the streets. pic.twitter.com/gbOLz78Fta— Zohran Kwame Mamdani (@ZohranKMamdani) June 23, 2025 As he was courting the ordinary citizens, Mamdani’s socialist proposals alarmed New York’s wealthy elite, with some even saying they would leave the city if he won. He also weathered a barrage of racist and Islamophobic attacks from many Republicans – and some Democrats. But overall, Mamdani ran a positive campaign despite plenty of hostile media coverage, including pundits questioning his age and relative inexperience. In another example of his team’s savvy use of social media, he posted a video in the style of an introduction to the New York-set TV series Law & Order, with its characteristic voiceover and recognisable music. In this election, the people have two separate but equally important choices: a city they can afford or the billionaire-backed politics of the past. Our new ad just aired during Law & Order. pic.twitter.com/Qbgqlh0SHM— Zohran Kwame Mamdani (@ZohranKMamdani) October 31, 2025 Advertisement Another video responded to the questions about his youth in a humorous way. In it, Mamdani walks up to a lectern and says in a serious tone: “I know some of you have expressed concerns about my age. You are worried about a 33-year-old becoming mayor of New York City. And I want you to know, I hear you. That’s why this weekend I’ll be making a change. I’m turning 34.” Mamdani addressed the criticisms he faced during the campaign last night, in a speech that celebrated the ethnic, cultural and religious diversity of New York. “We must chart a new path as bold as the one we have already travelled,” he told his cheering supporters. “After all, the conventional wisdom would tell you that I am far from the perfect candidate. I am young, despite my best efforts to grow older. I am Muslim. I am a democratic socialist, and most damning of all, I refuse to apologise for any of this.” An important announcement to the people of New York City. pic.twitter.com/1xmC0ZiZgW— Zohran Kwame Mamdani (@ZohranKMamdani) October 16, 2025 The figure of Donald Trump of course loomed over the build-up to yesterday’s election. Yesterday, Trump called Mamdani a “Jew hater” and threatened to cut off federal funding to the city if he won the election. While Mamdani did bring up his fellow New Yorker at times during the campaign, he mostly kept his powder dry for last night’s victory speech, in which he fired shots at the president, telling his supporters: “If anyone can show a nation betrayed by Donald Trump how to defeat him, it is the city that gave rise to him.” He continued: “If there is any way to terrify a despot, it is by dismantling the very conditions that allowed him to accumulate power. This is not only how we stop Trump, it’s how we stop the next one. “So Donald Trump, since I know you’re watching, I have four words for you: Turn the volume up!” That last line was followed by a huge cheer from his supporters. Readers like you are keeping these stories free for everyone... A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article. Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation. Support The Journal David MacRedmond View 7 comments Send Tip or Correction Embed this post To embed this post, copy the code below on your site Email “Mamdani ran a campaign that appealed to average New Yorkers and terrified the city's elite ”. Recipient's Email Feedback on “Mamdani ran a campaign that appealed to average New Yorkers and terrified the city's elite ”. Your Feedback Your Email (optional) Report a Comment Please select the reason for reporting this comment. Please give full details of the problem with the comment... This is YOUR comments community. Stay civil, stay constructive, stay on topic. Please familiarise yourself with our comments policy before taking part. Leave a Comment Submit a report Please help us understand how this comment violates our community guidelines. Damaging the good reputation of someone, slander, or libel. 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