In Brazil, where WhatsApp is king, the 2022 presidential election became a fierce digital battle. But it was not just about spreading messages; it was about organized, strategic mobilization that flipped the script on digital campaigning.
Learning from the Enemy's Playbook
To understand
the innovation of Luiz Inácio Lula da Silva's campaign, one must look back to 2018. That year, his rival Jair Bolsonaro masterfully used WhatsApp to win the presidency. His strategy relied on vast, decentralized networks of groups that spread a mix of political messaging, memes, and often, disinformation. This digital onslaught was highly effective in a country where an estimated 120 million people use the app, often on mobile plans with limited data that make WhatsApp the primary window to the internet. For years, Brazil's right-wing dominated this digital battlefield, leaving Lula's Workers' Party (PT) struggling to compete. Heading into the 2022 election, particularly after an unexpected loss in the first round of voting, it was clear Lula's campaign had underestimated the power of this digital ecosystem and needed a radical new approach.
The Rise of 'Lula's Army'
The turning point was the creation of 'Lula's Army' (Exército do Lula), a massive WhatsApp channel spearheaded by Congressman André Janones, a popular and aggressive social media influencer. Janones, whom Lula himself would later call 'our general', transformed a modest channel into a virtual command center. After the first-round defeat, the channel exploded from around 60,000 followers to nearly 11 million by the runoff election. Janones acted as a commander, issuing daily 'missions' to his volunteer 'soldiers'. These tasks were simple and direct: push specific hashtags on X (formerly Twitter), share campaign videos, run Google searches to make certain topics trend, and recruit more members into the network. This created a highly coordinated and gamified structure that gave supporters a tangible sense of purpose and a way to actively contribute to the campaign.
A Strategy of Coordinated Positivity
Unlike the previous right-wing strategy often associated with spreading conspiracies about electoral fraud, Lula's network focused on a different approach. While Janones adopted the aggressive, emotionally charged language of his opponents, the core strategy was to flood social media with pro-Lula content to break out of the left-wing 'bubble'. The missions were designed to amplify positive narratives and counter disinformation rapidly. For example, volunteers were instructed not to engage with rival posts to avoid boosting their visibility in algorithms. One highly successful mission involved having supporters post photos of themselves wearing the yellow Brazil football jersey—a symbol previously co-opted by Bolsonaro's movement—while making an 'L' for Lula with their hands, effectively reclaiming a national symbol. The campaign also shifted to more relatable, selfie-style videos of Lula, a move reportedly prompted by Janones to make the veteran politician appear more accessible.
Human Power Behind the Tech
The true force of 'Lula's Army' was not the technology itself, but the millions of motivated volunteers behind the screens. From copy editors interrupting their workday to complete 'missions' to people reactivating old social media accounts, the network was powered by a sense of collective action. Janones gamified the experience, promising that Lula himself would get his first ever smartphone and join the group if it reached 5 million followers—a promise that was kept just days before the election. This human element provided a level of authenticity and coordination that had been absent from the left's digital efforts in the past. It demonstrated that a centralized command issuing clear directives to a vast and willing base could be a powerful counter to a more chaotic, decentralized disinformation network.
