A group of teenagers has played an unexpected role in boosting Andy Burnham’s profile as he entered Downing Street as prime minister, demonstrating a new approach to political campaigning through social media. Among them is 19-year-old Lottie Viola, who was invited along with four friends to witness Burnham’s first speech outside the prime minister’s official residence, a milestone sparked by their popularity online.

Viola and her companions have gained attention for their creative use of platforms like TikTok to produce visually appealing videos—known as “edits”—that feature archival footage of Burnham dating back to his New Labour days. These videos, often set to contemporary pop music and enhanced with filters, borrow conventions typically found in fan communities for musicians or sports figures. The group’s content has resonated with younger audiences, making political engagement more accessible and appealing to those who might otherwise be disengaged.

“It’s like any other fandom,” Viola explained, highlighting that her initiative started as a casual project before evolving into a serious form of political activism aimed at connecting with young voters. The videos have garnered significant attention, reaching hundreds of thousands of views and prompting numerous interactions, including comments from viewers who said the campaign made Labour “cool again.”

The social media-driven approach aims to tap into younger demographics, some of whom have expressed shifting political allegiances, moving away from parties like the Greens and Reform towards Burnham’s Labour. Viola noted that many young people were drawn to the campaign because it presented politics through a fresh and relatable lens.

The group’s involvement draws parallels to earlier youth-led political movements, such as the Milifandom campaign from 2015, initiated by Abby Tomlinson—who rejoined Burnham’s team during the recent Makerfield by-election campaign. Tomlinson’s experience underscores the growing influence of digital grassroots efforts in shaping political narratives and mobilizing support, especially among younger generations.

The presence of these TikTok-savvy supporters at Downing Street highlights a broader shift in political communication, where traditional canvassing is increasingly complemented by digital strategies targeting social media users. This approach reflects evolving patterns of political engagement and points to new avenues for parties seeking to connect with a generation raised on online content.