I was listening to the NY daily podcast about Zelensky and one of the things they said is that when he launched his bid for president he barely campaigned in person at all. His whole strategy was on the internet, leaning into his roots as a comedian, taking the piss out of the old style of politicians in the country and talking to people vis social media.
He's just carried this on through a war. Challenging Putin to face to face talks, this microphone joke, the pictures of him on a small table with soldiers after Putin was on his giant table, making a video on the spot showing him in Ukraine every time the Kremlin tries to spread a rumour he's left.
It's really set the tone for the whole Ukrainian response, the memes about farmers selling tanks, fuck you russian warship etc.