Mexican Beer Brand Alters Facebook Algorithm To Fight Negative Search Results

Mexican Beer Brand Alters Facebook Algorithm To Fight Negative Search Results
Advertising

Estrella Jalisco took on negative stereotypes on Facebook about Mexicans by creating pages, groups and sites to celebrate its country's heritage, altering the search results to be more positive

Rachel Gonzalez
  • 11 december 2018

One of Anheuser-Busch InBev‘s Mexican imports, Estrella Jalisco, is taking on Facebook‘s search generator to spread a positive message about its country. Along with a team of Mexican-American artists, the brand sought to replace the negative auto-generated search results when “Mexicans are…” is typed in to Facebook’s search bar.

Before Estrella got to work on generating pages, groups and websites to celebrate Mexican heritage, some of the top autofill answers generated were “loud,” “lazy” and “ugly.” After the brand’s efforts, the answers included much more positive words like “passionate” and “caring.”

To accompany this internet cleanup, Estrella Jalisco released a video campaign in promotion of the effort, called “Share for Good,” which encouraged mindful social media practices. The brand hopes to combine a celebration of its heritage and a message of positivity with a social media activation and brand promotion.

Anheuser-Busch InBev

Estrella Jalisco

One of Anheuser-Busch InBev‘s Mexican imports, Estrella Jalisco, is taking on Facebook‘s search generator to spread a positive message about its country. Along with a team of Mexican-American artists, the brand sought to replace the negative auto-generated search results when “Mexicans are…” is typed in to Facebook’s search bar.

+advertising
+anheuser busch
+Beer
+beverage
+estrella jalisco
+Facebook
+Food
+Grocery
+mexico
+retail
+search
+Shopper education & assistance
+shopper marketing & promotions
+Social Media

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.