“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
TikTok has published a new set of data-driven best practices based on thousands of ads, to help advertisers drive conversions …
Pinterest is looking to further expand its video tools with the acquisition of the video creation and editing app, Vochi.
TikTok has introduced Creator Next, a new monetization option that lets creators access new and existing tools and be rewarded …
Zoom announced new updates and features to help users add their personal touch to digital events and enhance customer service.
Reddit has announced new real-time vote and comment animations, typing indicators, and a new comment pill.
According to reports, TikTok has developed a new business registration option that will help categorize business listings and add authority …
Since end-of-year Rewind was canceled, YouTube is offering another way to celebrate 2021's most successful creators and their works.