On March 25, Mayor Zohran Mamdani canceled a $9 million contract with consulting giant McKinsey, prompting a wave of praise from social media influencers that was orchestrated by City Hall. Posts from commentators, comedians, and operatives appeared coordinated rather than organic. Alex Jacquez of a progressive think tank praised the move as generating operational efficiencies. Comedian Akilah Hughes and commentator Matt Stoller also amplified the decision, with Hughes noting it improved upon predecessor Eric Adams, who previously paid McKinsey $1.6 million for trash can research.

The online adoration was part of a deliberate campaign led by Emilia Rowland, the mayor's director of new media and cultural communications, who earns $175,000 annually. Rowland, a former campaign aide, coordinates hundreds of influencers through encrypted Signal group chats, distributing memos on mayoral priorities and encouraging positive coverage outside public scrutiny. Her team instructed influencers to frame the McKinsey cancellation as part of $1.7 billion in savings, contrasting Mamdani's efficiency with Adams' alleged corruption.

An AI analysis of 178 Instagram videos found overwhelmingly positive sentiment toward the administration. Rowland defended the strategy as necessary in an era of declining trust in traditional media, arguing legacy outlets are controlled by wealthy interests. The mayor's office declined to provide details about the social media operation's budget, influencer list, or total spending. Watchdog groups expressed concern over the lack of transparency in using taxpayer funds for unofficial public relations campaigns.