Jeb Bush has slick campaign ads made by professionals. Donald Trump has tightly edited Instagram videos. And Ben Carson? A series of low-budget, goofy videos in which his campaign manager and senior strategist joke and chat about recent news on his presidential campaign. Though it’s an unorthodox way to reach out to voters, the Carson campaign says the videos are a key part of a social media strategy that stresses the retired neurosurgeon’s authenticity, arguing it’s helped him get the most Facebook likes and reach the top of GOP polls. “Our social media program is the best of the candidates’,” Carson communications director Doug Watts told TIME when asked what he thinks contributed to Carson’s rise to the top.