Lula da Silva digital campaign influence in South America

The communication strategy used by Luiz Inácio Lula da Silva during his reelection in Brazil focused on a “phygital” approach, combining physical presence with intense social media activism. According to Rafael Marroquim of the Nordx communication team, the campaign reframed Argentine President Javier Milei as a cautionary figure, using his economic policies to create a “geography of fear” among undecided Brazilian voters. This effort included a massive digital presence, such as a WhatsApp broadcast group managed by Federal Deputy André Janones that reached ten million people.

Following this success, Argentine politician Sergio Massa is reportedly attempting to replicate Lula’s digital electoral model to build an anti-Milei front for the 2027 elections. This strategy involves shifting focus from traditional organizers to virtual influencers. As part of this effort, André Janones met in Buenos Aires with Sergio Massa and Cristina Kirchner, while members of the Frente Renovador have participated in virtual training sessions with Spanish sociologist Esther Solano to study the tactics used in the Brazilian campaign.