The insider account of Paz's presidential campaign's journey from TikTok to leading the race in Bolivia's politics.
In the forthcoming runoff election on October 19, Bolivia will witness a fierce contest between two political heavyweights: former president Jorge "Tuto" Quiroga and political veteran Carlos Mesa Gisbert, popularly known as Paz.
Paz, a centre-right economist, has garnered 32.1% of the votes in the recent election. His unconventional campaign strategy, which eschewed traditional methods like jingles, political fliers, or renting venues for rallies, has been a talking point. Instead, Paz and his team applied a guerrilla marketing strategy, focusing on authenticity and digital storytelling. This approach has helped them overcome traditional media and financial limitations.
Paz, who boasts extensive political experience, having served as mayor, councilor, deputy, and senator, has visited 220 of Bolivia's 340 municipalities since beginning his tours four years ago. His popularity has grown significantly since adding Edman Lara to the ticket as vice president.
However, Paz's performance in his home region of Tarija has been less than impressive. Erick Hurtado, a Bolivian political marketing expert, noted, "His name carries historical weight, but he hasn't won the support of his own turf." This observation came after Paz won with an overwhelming 46.9% of the vote in the capital city but only took third place in Tarija.
On the other hand, Lara, who has become an anti-corruption champion, using social media platforms like Instagram and TikTok to reveal police abuse, has gained popularity due to his spontaneity and popularity on social media. His sudden rise from being between third and fifth in the polls to first place in one week has caught many by surprise.
During the first round elections, Lara gained significant attention at a rally in El Alto, issuing a warning to Paz. The politician running together with Lara, the "Captain Lara," remains unidentified in the available search results.
As the candidates prepare for the runoff, Hurtado advises them to deepen their narrative, expand their proposals, and shield themselves from social and digital warfare. With two months left before the runoff, the candidates must maintain a personal touch with voters while navigating the increased scrutiny.
The former president Quiroga, who received 26.8% of the votes in the recent election, will also be a formidable opponent. The upcoming runoff promises to be an exciting and closely contested election, with Paz and Lara at the center of national debate and the target for attacks.
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