From the superficial layers of social media to the Government Palace of Nuevo Leon, Samuel Garcia took the politics of Mexico’s northern industrial state by storm, thus becoming the “gobernador influencer”. Few expected that this 33-year-old lawyer would become the youngest person to win an election to govern a key entity for the country’s development. Even fewer people expected that he would do it mounted on a campaign that, in times of pandemic, used Instagram as the main tool for engaging with his potential voters. In addition, he made use of another resource closer to home: the enormous popularity of his wife, Mariana Rodriguez (2,2 million followers), to publicize campaign promises as well as the couple’s activities. Garcia and Rodriguez have also managed to desacralize politics in Mexico and, by all accounts, their move has been effective.
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