“To change what we see, we have to change what we share.” Mexican beer brand Estrella Jalisco took on a mission to game the Facebook algorithm and positively impact the reputation of the Mexican people.
It’s no secret, Facebook is a bubble governed by a secretive algorithm. Our perception of the world, entire reputations even, are built and destroyed through what Facebook deems right to show us. The good news, however, is that you, me, all of us, can still have a positive impact.
In Mexico, Estrella Jalisco, a local beer brand, launched the “Share for Good” initiative that helped turn around the negative results generated by Facebook’s search algorithm.
Before the initiative kicked off, all of Facebook search results for “Mexicans are” were bringing derogatory words. Just six weeks later, the “Share for good” initiative had such an impact that all results from the same “Mexican are” query were now returning positive results, showing Mexicans as inspiring, creative, passionate and caring people.
Together with their AOR, David the Agency, Estrella Jalisco, started creating content for their cause, content that highlighted the best qualities of Mexican culture and people. They also launched over 25 Facebook Pages, 20 Facebook groups and over 20 websites to share the content they created and spread the word.
Two weeks after launch, the main Facebook Page for the initiative had already reached over 170,000 people and generated over 15,000 engagements.
Yonathan Bendesky, senior brand director for Anheuser-Busch, Mexican imports, explained:
“We didn’t know if it was going to work, but we just loved the idea and felt like we had to do something about it. The amazing thing about this is just how far a little good can go.”
The truth, people, is that the only way to “change what we see” on Facebook, is to “change what we share.”
You might also like
More from Featured
Twitter is bringing its audio conversation feature Twitter Spaces to Android, while Clubhouse remains iOS only for the moment.
The IKEA disassembly guides are part of the company's pledge to lower its carbon footprint and champion sustainability.
Following the rollout of Fleets in November, Twitter is now expanding functionality with stickers and Twemojis in Japan.
The City of Minneapolis will hire social media influencers to share information before, during, and after the trials of four …
Twitter announced its first-ever paid product, called "Super Follow" which will let some creators ask users to pay to access …
In the UK, Interflora launched a new campaign that highlights gender inequality ahead of International Women's Day on March 8.