“The secret behind Lula’s win in Brazil may be an ‘army’ – of social media creators”
Key points from The Guardian
- Four days before the election, Lula got his first smartphone and adapted his campaign strategy.
- A WhatsApp group called 'Lula’s Army' grew to nearly 11 million followers before the vote.
- André Janones led the army, claiming Lula’s social media engagement determined the outcome.
- Engagement on Bolsonaro's posts was higher, leading Lula to boost organic engagement instead.
- After the victory, Lula joined the Army, delivering coordinated social media efforts and content.