Brazil’s left used right’s digital tactics to help Lula win

Veridiana Cunha, a 48-year-old copy editor in São Paulo, became part of a digital campaign supporting President Luiz Inácio Lula da Silva after his initial defeat in Brazil’s presidential election. She joined a WhatsApp channel called 'Lula’s Army,' which became a central hub for organizing supporters.

The channel, led by Congressman André Janones, grew from 50,000 followers to nearly 11 million in three weeks. Janones instructed supporters to create and share content, use specific hashtags, and participate in coordinated online actions to boost Lula’s campaign.

Janones, known for his combative style in Congress, adopted tactics similar to those used by Brazil’s right, including emotionally charged messages and aggressive language. He also encouraged followers to avoid engaging with opponents’ content to prevent algorithmic amplification.

The campaign’s digital strategy, which included organizing a 'panelaço' protest against Flávio Bolsonaro, was credited with helping Lula win the election. Analysts noted that the left’s use of centralized command and content creation marked a shift from the right’s earlier approach of relying on major influencers.

Despite the success, concerns arose over misinformation, including a manipulated image of soccer legend Ronaldo appearing to support Lula. Ronaldo’s representatives stated the image was used without his authorization. The campaign also faced legal challenges, with a supreme court judge temporarily suspending the WhatsApp group due to alleged disinformation.

Lula’s victory was influenced by multiple factors, including increased electoral participation and vote redistribution. However, experts like Leonardo Magalhães Firmino emphasized that Janones’ digital mobilization was critical to Lula’s comeback, as it organized supporters to spread the message beyond online platforms to their personal networks.