The election of Governor of DKI Jakarta in 2017 has drawn the most public attention nationwide and even international. This research aims to analyze the political campaign strategy of Anis-Sandy in the election of Jakarta's governor and the process of the groundswell. Political campaign and groundswell are the framework concepts of this research. A qualitative research method used is single case study. The data collection is carried out through participant observation, in-depth interview, and documentation. This phenomenal event of election showed us the role and contribution of voters based on their social technographic profiles: creators, conversationalists, critics, collectors, joiners, and spectators. “Viral” and “collaborative concepts” are widely implemented and become the goals of social media political campaign of Anies-Sandi. The groundswell process that effectively affects the behaviour of eligible voters and the success of the 212 social movements has led to the winning of Anies-Sandi won in the election.
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