Lula da Silva achieved victory in Brazil's presidential election, securing his fourth term as head of state. The path to victory proved challenging: after the first round of voting, the candidate was trailing his opponent Flavio Bolsonaro by nearly 2.2 million votes. However, in the second round, the situation changed dramatically — Lula not only overcame the deficit but secured an advantage of 4 million votes. Two factors played a key role in turning around the electoral race: mass mobilization of supporters in the streets and an active campaign on social media. Lula's team succeeded in developing an effective strategy for engaging with voters, using both traditional campaigning methods and modern digital tools to expand audience reach. Experts note that this combination of offline and online activity proved decisive given the high polarization of Brazilian society. Social media enabled rapid dissemination of campaign messages and mobilization of young voters, while street protests demonstrated the scale of support for the candidate and strengthened the morale of his electorate. Lula's victory marks a significant political turning point in Brazil and concludes a tense electoral campaign marked by fierce competition between two political camps. Lula's forthcoming fourth presidential term is expected to receive close attention both within the country and from the international community.