SAN DIEGO COUNTY, Calif. — A day before joining his Democratic rivals on the debate stage for the first time, presidential hopeful Michael Bloomberg is using a new tactic to reach voters with a slew of memes released last week to Instagram.
"Mike Bloomberg is pursuing a strategy of overwhelming force and that means every single medium he is pouring money into the internet is no exception," says Political Analyst Laura Fink.
The ads are ironic and seem to poke fun at the candidate.
Several are made to look like a direct message conversation between Bloomberg and social media influencers, asking for help to make him look cool for the Democratic primary.
Fink says it's all about getting in touch with a new demographic of young voters.
"Eye balls are everything and here you are going to get a Mike Bloomberg ad with something funny."
As part of Bloomberg's $30M ad campaign, the former New York mayor partnered with Meme 2020, a new company formed by some of the most influential accounts, with a collective audience of 60 million followers.
In a statement to CBS the Bloomberg campaign said:
"While a Meme strategy may be new to presidential politics, we're betting it will be an effective component to reach people where they are and compete with president trump's powerful digital operation."