Mike Bloomberg is trying to meme his way to the Democratic nomination for president, one sponsored Instagram post at a time.

On Wednesday evening, more than a dozen of the biggest meme accounts on Instagram shared screenshots of direct-message conversations with the former New York City mayor. In those posts, which are approved and paid for by Bloombergs campaign, he appears to make fun of himself for being old, rich and out of touch.

Can you make a meme that lets the younger generation know Im the cool candidate? the 77-year-old billionaire appears to write in one DM conversation . Please fax it over before the markets close. Collectively, the meme accounts running these ads for Bloomberg have more than 60 million followers .