Mitsotakis deploys aggressive digital campaigning ahead of June elections

Prime Minister Kyriakos Mitsotakis has ventured anew onto TikTok, showcasing New Democracy’s latest merchandise but also upstaging digital campaigning by his socialist rivals.

The conservative Greek leader is seen in the video clip humorously remarking: “We have long admired PASOK’s footwear, and at last, we have our own.”

The camera focuses on a

pair of bespoke trainers sporting the New Democracy logo, and wearing the shoes Mitsotakis comments: "These are strong. They will be a hit on my upcoming tour".

The use of social media has played strong in Greek electioneering in recent years, serving as a new conduit of connecting with voters, especially the youth. It has also has become a pivotal arena for political discourse, with Greek politicians courting the attention of Gen Z voters, who tend to be more swayed by digital content than traditional campaign tactics.

The new trend reflects a pivotal change in the electoral landscape here, positioning TikTok as a leading platform for voter engagement, second only to Instagram in its popularity.

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