Hillary Clinton officially launches White House bid

Hillary Clinton cast herself as a champion for everyday Americans on Sunday, kicking off her long-awaited second run for the White House with a vow to fight for a level playing field for those recovering from tough economic times.

Clinton, who begins the 2016 presidential race as the commanding Democratic front runner, entered the fray with a flurry of video, email and social media announcements that indicated she had absorbed some of the lessons of her painful 2008 loss to Barack Obamaand would not take anything for granted this time.

When she lost the Democratic nominationbattle to Obama, her campaign was heavily criticized for conveying a sense of arrogance and entitlementand for being out of touch with the party's progressive wing.

This time, the video launching her campaign portrayed her as a warmer, more empathetic figure and laid the groundwork for a more populist economic agenda.

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"Everyday Americans need a champion, and I want to be that champion," she said in the video, which was posted on her new website on Sunday afternoon. "So you can do more than just get by, you can get ahead. And stay ahead."

Clintonwill visit Iowa on Tuesday and Wednesday, the state that holds the kickoff contest in the parties' nominating process in early 2016.

Shewill participate in a roundtable discussion with students and educators at a community college in Monticello, Iowa, on Tuesday, and meet with small-business owners on Wednesday in Norwalk, Iowa, in what her campaign organization called "conversations with everyday Iowans."

Clinton's campaign will emphasize her plans to address economic inequality and will tout the historic nature of her effort to become the first woman U.S. president, aides said.

But showing a more down-to-earth side while connecting with ordinary voters will be a challenge for Clinton, one of the most famous figures in the United States after decades as the wife of former President Bill Clinton, a U.S. senator and secretary of state.

'We take nothing for granted'

To address that, Clinton's website and the announcement video feature Americans talking about their futures, and an image of her holding a paper coffee cup at a table with a couple of elderly people.

Clinton is then seen listening to voters before the video cuts to her speaking outside a home. "I'm getting ready to do something too, I'm running for president," she says, before emphasizing to voters that it is "your time."

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"Americans have fought their way back from tough economic times, but the deck is still stacked in favor of those at the top," she said.

Within a half hour of Clinton's announcement, the campaign kickoff video posted to her Facebook page had been viewed nearly 90,000 times and she topped the list of topics trending on Twitter.

The campaign is aware of the pitfalls of star power. In a memo made public on Saturday, Clinton's campaign manager, Robby Mook, told staff to stay humble.

"We are humble: we take nothing for granted, we are never afraid to lose, we always out-compete and fight for every vote we can win," he said.

Republicans already on the offensive

Even before Sunday's much-anticipated announcement, potential opponents in what is shaping up to be a crowded Republican presidential field took swings at Clinton.

Former Florida Governor Jeb Bush criticized her guidance of U.S. foreign policy as secretary of state.

"We must do better than the Obama-Clinton foreign policy that has damaged relationships with our allies and emboldened our enemies," Bush said in a video released by the political action committee Right to Rise.

Hillary Clinton full National interview

10 years ago

Duration 17:47

Peter Mansbridge speaks with Hillary Clinton about Iraq, her book and what's ahead.

Bush, brother to former President George W. Bush, is currently exploring a presidential bid.

Kentucky Senator Rand Paul, who formally began his campaign for the Republican nomination last week, made the rounds of Sunday talk shows to slam Clinton's handling of a 2012 attack on a U.S. diplomatic compound in Benghazi, Libya.

In her memoir Hard Choices,Clinton dismissed the Republican criticism of her handling of the attacks as exploiting a tragedy for political gain.

The 'hardest glass ceiling'

Many Democrats have been waiting for Clinton to get back into the White House fight since the day in June 2008 when she pulled out of her primary battle against Obama with an expression of regret that she could not crack "that highest and hardest glass ceiling this time."

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But Clinton still has to convince some liberals that she is the best candidate to tackle issues like income inequality and the power of Wall Street banks. Some liberal groups are pushing Democratic Senator Elizabeth Warren, who has vocally criticized some Wall Street practices, to challenge Clinton.

Warren, a favourite of the party's liberal wing who says she is not running, is a distant second at 18 percent. So far, only former Senator Jim Webb of Virginia and former Maryland Governor Martin O'Malley, who both languish in single digits in polls, are the only Democrats to make moves toward a candidacy.

The Clinton campaign's finance chair, Dennis Cheng, emailed donors and bundlers on Sunday telling them to expect an email message from Clinton herself, one donor said. Cheng's email, according to the donor, said Clinton would be explaining her vision for the campaign and her presidency.

Marc Stanley, a Dallas lawyer and a prominent Democratic fundraiser, said he and a colleague planned to send "several hundred" messages to donors on Sunday asking them to support Clinton.