WhatsApp army helped Lula win

Luiz Inácio Lula da Silva won re-election in Brazil after a WhatsApp channel with 10.8 million followers helped reverse his deficit in the final three weeks of the race. The channel, known as Lula's Army, was led by Congressman André Janones. It coordinated digital support for the left-wing president against right-wing challenger Flávio Bolsonaro. Lula had been trailing Bolsonaro but closed the gap before the final vote. The operation encouraged supporters to share videos, promote hashtags, and recruit new voters.

The group's rapid growth marked a shift in Brazilian political dynamics. For years, conservatives aligned with former President Jair Bolsonaro dominated online mobilization on platforms like WhatsApp and Telegram. Lula's Army challenged that dominance. The channel provided ready-made templates for followers to share with friends and family. Each message assigned specific tasks to boost Lula's visibility on social media. Janones frequently instructed members to amplify campaign videos or support new hashtags. Phrases like "Guys, urgent!" and "No food before the mission!" were common in the group's communications.

On the eve of the election, Janones hosted a 24-hour live event called the turnaround livestream. This occurred while polls still suggested a victory for Bolsonaro. The strategy worked despite concerns within the Workers' Party that Janones's confrontational style might undermine Lula's moderate image. Lula referred to Janones as "our General" during his victory speech. He thanked the congressman for raising the morale of the campaign team every day.

Political scientists note that measuring the direct electoral impact of online mobilization is difficult. Denilde Holzhacker, a political scientist, argues that a shift in campaign strategy was key to the comeback. She says the Workers' Party linked digital campaigning with grassroots mobilization. The campaign intensified local efforts and adapted its messaging. Holzhacker notes that the campaign connected a Bolsonaro victory to potential changes in social programs and rights. She states that Lula recognized his own weakness and changed his style. "And Janones managed to do something that had seemed unthinkable for Brazil's left - dominate social media," she says.

Holzhacker also argues that Flávio Bolsonaro entered the run-off overly confident. She believes he failed to communicate his message effectively to supporters. Mayra Goulart, a sociologist and political scientist at the Federal University of Rio de Janeiro, cautions against attributing the win solely to social media. She describes the victory as a combination of online efforts and street-level mobilization. "The physical world enabled a form of mobilisation capable of reducing abstention and persuading undecided voters," Goulart says. She argues that supporters turned online enthusiasm into real-world political engagement.

Goulart believes the collective effort will prove valuable for Lula's next administration. She notes that the initiative helped reduce abstention and convert undecided voters. "I believe this collective effort was an important learning experience and will prove valuable for a government that still faces many battles ahead," she says. Lula suggested that the mobilization behind his comeback could shape his governance style in the coming years. In his victory speech, he said the election had taught him many lessons. He pledged to change the way Brazil is governed. "We are going to give people a greater say in decision-making, and digital communication will play a much bigger role in my government," he said.