In it’s purest form, it’s a modern-day interpretation of the old saying “keep your friends close, but keep your enemies closer”. The site LikeWhatYouHate.com analyzes everything you ever liked on Facebook and maps out your political and ideological standpoint - and then counters it.

You’ll get an extensive list of pages, people, politicians and groups you most likely hate. Based on how skewed your starting point is, you’ll have to keep liking until you reach a more balanced feed. As every user provides us with a unique set of data, we offer each of them a personal analysis of their filter bubble — and tell them how to break out.

The digital tool was built on a social listening analysis of more than a thousand Facebook pages. Each page was scored based on its political ideology and seriousness in order to rank them.

The score does not rank ideological purity – the number one liberal will not necessarily be any more liberal than number 100 – but it's an indicator that they'll be more likely to discriminate against people with opposite views and opinions.

The campaign started as a digital tool but spread to social media, print ads, outdoors and even events. Everything was launched within one week to make sure we made a powerful splash from day one.

Like What You Hate quickly got news outlets, blogs, and Twitter feeds buzzing all over the world, discussing filter bubbles, social media, and VICE — and in the end, we even got a pat on the back by a professor at the IT University of Copenhagen: "Like What You hate is an interesting initiative [...] If the goal of the campaign is to show that there is always more than one perspective, then I believe it will work - and is a great attempt.” - Luca Rossi.

The campaign gained a total reach of more than 25 million people — five times more than the entire population of Denmark. All with a total media spend of less than a thousand dollars.

Key numbers

Total reach: +25.000.000 impressions

Total media budget: 900$

Earned media value: +1.500.000$