How a Mexican Beer Brand Gamed Facebook’s Algorithm for a Good Cause

Estrella Jalisco helped remove derogatory words when searching ‘Mexicans are’


Hearing about a company trying to game the Facebook algorithm usually brings to mind spam and clickbait, but what if the goal was to protect the reputation of an entire nationality of people?

The marketing team at Mexican beer Estrella Jalisco did just that with its “Share for Good” initiative that helped turn around the results generated by Facebook’s search function when users typed, “Mexicans are.”

As recently as Oct. 18, the social network’s search results autopopulated the rest of the query with derogatory words like animals, rapists, drug dealers and lazy.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in