It won for Bolsonaro whose campaign nailed it in 2018. It didn’t win in 2022 because he was completely bad in dealing with pandemics (mocking people dying and saying he had nothing to do with it being president).
Now, Lula’s campaign was absolutely dead during the whole time. Until it lost in the legislative by a mile and in the President run had a partial loss in the first round. Then the campaign lit up after the partial upset.
Janones, an energetic young guy elected to legislative with good online presence led the campaign. He achieved creating a WhatsApp group with 11 million people called “Lula’s army”. He would give the directions and the people would obey almost blindly.
The interwebs (basically WhatsApp + Instagram) got flooded with this top to bottom Lula’s campaign.
The first round results made Bolsonaro very favorite. Lula victory was a huge upset. I put the merit in this incessant social media campaign.
The thing is: “centrally planned cohesive campaign” looks a lot like a cult. The point of the campaign is not critical thought or argumentation, it is incessant messaging. Think fandoms.
Bolsonaro voters pejorative nickname from past campaigns was they were all “cattle”. Because that is how they behaved online. Ironically, what worked for Lula voters this year was they behaving like “cattle”. Just reposting and following this central orders on what to post, what to say, what to dress.
The thing is, it works. Cult-like fandoms work in elections. The right won a few elections like this in the world. In Brazil, the left just learned how to do it was well.
The more mindless posters a politician has following their campaign HQ orders, the more votes they have.