Politics · Brazil · 4 hrs ago
Online campaign helped Lula win re-election in Brazil
Brazilian President Luiz Inácio Lula da Silva won re-election on October 25, defeating Flávio Bolsonaro with 51.8 per cent of the vote.
After Lula lost the first round on October 4, congressman André Janones mobilised a WhatsApp group called Exército do Lula, or Lula’s Army.
The group grew from 50,000 followers to more than 10 million supporters by election night.
Its posts used urgent messages, AI-generated images and appeals to young voters, while the hashtag #GostososcomLula spread photos of fit men showing support for Lula.
This online activity helped challenge Bolsonaro’s strong social media presence and added to a wider push on screens and in the streets.
Analysts say extra voters in the runoff helped Lula, and many were concerned about the Bolsonaro family returning to power and the future of democracy and social rights.
Luiz Inácio Lula da Silva won re-election in Brazil’s October 25 run-off against Flávio Bolsonaro.
A WhatsApp group called “Exército do Lula” grew into a large online campaign supporting Lula.
Reports put the group’s reach at about 10 million supporters; ABC Australia said it had more than 10.8 million by election night.
The campaign was mobilised by congressman André Janones after Lula lost the first round.
Analysts said concerns about a return of the Bolsonaro family and threats to democracy helped drive support for Lula.
- Who
- Luiz Inácio Lula da Silva won against challenger Flávio Bolsonaro.
- What
- Lula was re-elected after an online mobilisation that included the “Exército do Lula” WhatsApp group.
- When
- The run-off was held on October 25, 2026.
- Where
- Brazil.
- Why
- Reports say voters were concerned about a return of the Bolsonaro family and about democracy and social rights.
Lula’s campaign and supporters
Flávio Bolsonaro’s campaign
Campaign strategy
Lula’s campaign and supporters
Lula’s WhatsApp group used frequent, forceful messages and mobilised supporters online.
Flávio Bolsonaro’s campaign
Bolsonaro’s campaign had substantial support on Instagram, with more than 16 million followers.
Political stakes
Lula’s campaign and supporters
Supporters warned that the Bolsonaro family’s return could threaten democracy and social rights.
Flávio Bolsonaro’s campaign
Not stated in the sources.
Flávio Bolsonaro won 47 per cent in the first round, forcing a run-off.
André Janones mobilised Lula’s Army group, which already had 50,000 followers.
A post urged people to enlist in Lula’s Army by leaving an emoji in the comments.
Lula defeated Flávio Bolsonaro in the run-off and was re-elected.
- Run-off date
- October 25, 2026
- WhatsApp group
- Exército do Lula” (“Lula’s Army”)
- Campaign organiser
- André Janones, a congressman from Minas Gerais
- Group reach
- More than 10.8 million supporters by election night, according to ABC Australia
- Lula’s result
- 51.8 per cent of the ballot, according to ABC Australia
11 sources
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What people are saying
Tomorrow we start a new campaign.
[It] basically embraced the right's style of aggressive politics, very intense, constant messaging
The mobilisation in the streets and on social media managed to create fear of a return of the Bolsonaro family to power, and concern for democracy and social rights.