Former New York Governor Andrew Cuomo is working to reinvent himself for the general election after losing the Democratic primary to Zohran Mamdani by 12 points.
This comeback effort comes despite previous Democratic opposition to his return to politics. The 67-year-old candidate is now taking a more casual approach, appearing in short sleeves and engaging with voters through selfies and street interactions.
According to Politico, following his primary defeat, Cuomo is assembling a new team and revamping his campaign strategy. His primary campaign team, including advisers Kevin Elkins, Shontell Smith, and Neal Kwatra, will not continue into the general election phase, as their contracts expired at the end of June.
The former governor is trying to unite anti-Mamdani forces and wants other candidates to drop out by mid-September if they are not polling in second place. This strategy comes as Cuomo currently holds the second position in general election voter surveys, but faces challenges in a five-candidate race that includes Mayor Eric Adams, Republican Curtis Sliwa, and independent Jim Walden..
New campaign approach focuses on younger voters and social media
Cuomo’s campaign is hiring a new social media team and improving its get-out-the-vote operation. The campaign has released videos showing him helping jump-start a car and taking selfies with New Yorkers, trying to match Mamdani’s successful retail politicking style.
However, digital campaign experts warn that Cuomo cannot simply copy Mamdani’s approach. Tim Fullerton, who worked as New York state’s chief digital officer during Cuomo’s governorship, suggests that merely changing appearance won’t solve authenticity problems.
The moderate vote splitting between Cuomo and Adams poses a significant threat to their campaigns. Adams, who has faced various controversies as mayor, shares a similar voter base with Cuomo. Both candidates share a base of Black voters and Jewish New Yorkers, which could benefit Mamdani in the general election. Despite this challenge, neither Cuomo nor Adams has shown willingness to step aside.
The race dynamics have changed significantly since the primary, where pollsters failed to account for Mamdani’s success in bringing in younger voters and South Asian New Yorkers. Polling companies are now adjusting their methodology to consider Mamdani’s coalition, which could influence campaign strategies and donor support in the coming months.
