André Janones, a congressman from Minas Gerais with no formal role in the campaign and unaffiliated with President Luiz Inácio Lula da Silva’s party, played a significant part in mobilizing support that contributed to Lula’s unexpected comeback in Brazil’s presidential runoff election. Following Lula’s second-place finish behind right-wing rival Flávio Bolsonaro in the first round of voting on October 2, Janones spearheaded a rapid digital campaign through a WhatsApp group he had created earlier in the year.
Janones, 42, leveraged his experience with social media — having hosted viral Facebook videos since 2018 — to build momentum for Lula in the crucial weeks leading up to the runoff on October 30. His WhatsApp channel, known as “Lula’s Army,” grew from 53,000 followers to more than 10 million by election day. Through this platform, Janones used militaristic language, referring to himself as a “general” and followers as “soldiers” on various “missions,” emphasizing the stakes of the election as a fight for Brazil’s democracy and poor populations.
Despite initial skepticism from political analysts after Lula’s first-round setback, Janones remained optimistic and pursued a strategy focused on engaging grassroots supporters with direct and highly emotive messaging. He encouraged followers to use symbolic acts, like collectively posting selfies wearing the yellow Brazilian soccer jersey—traditionally associated with the right-wing—and making an “L” sign to reclaim national symbols. He also coordinated synchronized protests, including a “panelaço,” or pots-and-pans banging demonstration, during a key Bolsonaro television appearance, which attracted millions of views online.
Janones adopted some tactics associated with right-wing digital campaigns, including the use of emphatic language, occasional profanity, and the dissemination of contentious or half-truth messages. Critics from Bolsonaro’s camp accused Janones of operating a channel spreading false information, resulting in multiple temporary suspensions ordered by courts aligned with Bolsonaro. However, these rulings were quickly overturned, allowing the channel to continue expanding.
The WhatsApp group not only amplified Lula’s digital reach but also translated into real-world action, mobilizing voters across Brazil, particularly young people. Supporters credited the channel with enhancing turnout and organization on election day, an area where analysts noted the left previously lagged behind the right.
Following Lula’s victory, the president publicly recognized Janones’s contributions, referring to him as "our general" and acknowledging his role in boosting the morale of Lula’s supporters throughout the campaign. Lula also indicated his intention to use digital tools more extensively to engage with the public during his upcoming term.
Though speculation has arisen regarding a future government position for Janones, he has stated he is not interested. He remains critical not only of Bolsonaro’s right-wing faction but also of sections of the left, which he accuses of disconnecting from working-class Brazilians through intellectual elitism.
Janones described the campaign period as an intense and exhausting marathon marked by minimal sleep and the suspension of personal routines, underscoring the digital and organizational efforts that helped change the course of Brazil’s contentious election.