William Jennings Bryan was a former Democratic congressman from Nebraska, who gained the Democratic party nomination of 1896 after his famous "Cross of Gold" speech. He was defeated in the general election by the Republican candidate William McKinley.
Bryan's goal for the campaign was to build a broad-based movement. He tried to achieve that through a series of speeches across the United States in 1895 and 1896. His oratory skills made him very popular. He spoke some 600 times, to an estimated 5,000,000 listeners. He spoke on the issue of currency (mainly focused on silver), which was very relevant to all Americans following the Economic Panic of 1893. Although defeated, he remained a popular figure until his death.