In Brazil's tense 2022 presidential runoff, a historic comeback was staged not just at rallies, but on millions of phone screens. At the heart of it was a congressman who turned WhatsApp into a powerful political weapon for Luiz Inácio Lula da Silva.
The Architect of the Digital Army
After trailing in the first round of the election, Luiz Inácio Lula da Silva's campaign appeared to be struggling against the formidable online machine of his right-wing rival. Enter André Janones, a 42-year-old federal congressman with a background as a lawyer and a reputation for an aggressive, social-media-savvy political style. Having dropped his own presidential bid to endorse Lula, Janones became convinced the campaign needed a radical digital shift. He was known for a combative communication style that mirrored the tactics often used by the opposition, a strategy he termed 'cultural Janonism'. Lula himself, on his victory night, publicly praised Janones, calling him 'our general' for his role in lifting the morale of their supporters.
WhatsApp as a Political Battlefield
In Brazil, WhatsApp is more than just a messaging app; it's a primary channel for news and communication for a huge portion of the population. For years, the Brazilian right had dominated this digital battlefield, pioneering the use of social media and messaging apps for political mobilization. This environment was also fertile ground for misinformation, with studies showing that participation in political WhatsApp groups correlates with a higher belief in false narratives. Janones's strategy was to fight fire with fire. He didn't invent a new platform; instead, he chose to master the tools his opponents had used so effectively, but in service of Lula.
Inside 'Lula's Army'
The core of Janones's operation was a WhatsApp channel called 'Exército do Lula', or 'Lula's Army'. After the disappointing first-round result, the channel exploded in growth, swelling from around 60,000 members to nearly 11 million by election day. Janones acted as its self-styled general, issuing a relentless stream of 'missions' to his followers. These tasks were simple but designed for maximum algorithmic impact: share specific campaign videos, promote positive hashtags, comment on posts, and even recruit friends to join the channel. The messages were often in all-caps, conveying a sense of urgency and turning passive supporters into an active, coordinated digital force. This 'gamified' approach to campaigning was designed to humanize the algorithm, using real people to shape online narratives instead of relying on bots.
Reclaiming National Symbols
One of the campaign's most successful tactics was to reclaim national symbols that had been co-opted by the right wing. For years, the iconic yellow jersey of Brazil's national football team had become synonymous with supporters of former president Jair Bolsonaro. A week before the runoff, Janones issued a mission for 'Lula's Army': post photos wearing the yellow jersey while making an 'L' for Lula with their hands. The strategy was a direct and visual challenge to the opposition's ownership of national pride. Similarly, after an opponent mocked Lula for a finger he lost in a factory accident, Janones amplified Lula's response, turning it into a story of a hardworking man and promoting the hashtag #SomosTodos9Dedos ('We Are All Nine Fingers') in solidarity.
The Undeniable Impact
While it's impossible to attribute an election victory to a single factor, the impact of Janones's digital strategy is widely acknowledged. Lula, who had trailed after the first round, went on to win by over 4.4 million votes. Between the two rounds, voter turnout increased by nearly 3 million, and Lula gained over 10 million new votes. The symmetry between the 10 million-plus members of 'Lula's Army' and the number of new votes gained is striking. The campaign successfully mobilized voters who had abstained or supported other candidates in the first round. Even the 81st year old Lula, famously averse to personal tech, was gifted his first smartphone and joined the channel, signaling a major shift in his approach to political communication.
