Lula’s Digital Campaign Model Spreads Abroad as Political Groups Double in Size

Political groups in France, Spain and Argentina modeled on Brazil’s “Exército do Lula,” or Lula Army, grew from a combined 123,000 members to 249,000 in two days, according to a G1 report published on October 30. The network was built by Brazilian lawmaker André Janones, who is credited with helping President Luiz Inácio Lula da Silva come from behind to beat Flávio Bolsonaro in the October 25 runoff.

Lula won 51.79% of the vote to Bolsonaro’s 48.21%, according to the electoral court’s final count. Clash Report reported earlier that Bolsonaro left Brazil on an Italian passport and landed in Miami after the defeat.

Three Groups, Two Days of Growth

G1 counted members in three groups that copied the Brazilian model for their own leaders. Because the figures cover group membership, they do not measure voter support or show that the groups will influence any election.

In France, L’équipe de Mélenchon officielle, which gathers supporters of the left-wing leader Jean-Luc Mélenchon, rose 157.89%, from 57,000 to 147,000 members. In Spain, La fuerza de la gente, created in support of Prime Minister Pedro Sánchez, grew 68%, from 25,000 to 42,000. In Argentina, Ejército del Peronismo, tied to the younger, more left-leaning wing of Peronism, the main opposition force to President Javier Milei, gained 46.34%, from 41,000 to 60,000.

Together the three groups added 126,000 members, an increase of 102.44%. The French group alone accounted for 90,000 of them.

How the ‘Lula Army’ Works

The original Lula Army is a WhatsApp channel that G1 reported had more than 10 million members in the final stretch of the campaign. Members receive “missions,” such as sharing posts, inviting new people to the channel and amplifying the reach of the candidate’s content.

G1 reported earlier this week that the French group follows the same pattern. Its instructions include inviting new members and blocking opponents’ profiles on social media to reduce the reach of their posts. The report said Mélenchon’s La France Insoumise party set up the official channel after the Brazilian approach drew attention in France.

Sánchez and Sheinbaum Reportedly Invite Janones

According to G1, Sánchez invited Janones to contribute to his campaign. Spain votes in a snap general election on November 29, which Sánchez called on October 5.

G1 also reported that Mexican President Claudia Sheinbaum invited Janones for a working visit. The report gave no date for the visit and did not include comment from either government or from Janones. Clash Report could not independently confirm the invitations.

Analyst Doubts the Model Can Be Copied

Political scientist Giuliano Salvarani told G1 that the strategy will not necessarily work the same way elsewhere. “I don’t believe Janones’ strategy will have the same impact in these other countries,” he said in remarks translated from Portuguese, pointing to different social media habits and messaging apps. “It is a model that can be used, but not necessarily replicated.”

Salvarani also tied the result to the size of Brazil’s electorate, its polarization and the place politics holds in everyday conversation. He nonetheless expects the approach to shape Brazilian campaigns for the next decade and to become an export product.

Paes Allies Launch a Rio Version

The model is also being copied inside Brazil. Allies of Eduardo Paes of the Social Democratic Party (PSD) launched “Exército do Dudu” on WhatsApp on the night of the runoff, CBN reported, to press the Supreme Federal Court to restore a second round in the Rio de Janeiro governor’s race. By the morning of October 30 the channel had 254,000 followers, G1 said.

Paes finished second to Douglas Ruas of the Liberal Party (PL) in the first round. On October 8 the Superior Electoral Court denied the candidacy registration of Anthony Garotinho and annulled the votes he received, which pushed Ruas above 50% and led to his being declared the winner without a runoff. The PSD asked the Supreme Court on October 14 to count those votes and order a second round. Clash Report also reported that Trump and his aides helped Bolsonaro leave Brazil after the election, according to the New York Times.