Estrella Jalisco is an authentic Mexican beer from Jalisco Mexico with over 100 years of tradition. It’s a beer brewed to leave no bitter aftertaste. This functional benefit was translated into an emotional benefit that defined brand’s POV on the world. The brand encourages the world to be a less bitter place. The main objective was to create an idea that brought this sentiment to life that resonated with young Mexican Americans and idea that was proudly Mexican.

The plan was to change negative/racist search results about Mexicans and turn them into positive. And so we came up with an initiative called #ShareForGood. This was to encourage people to share more good content about Mexicans to drown out the negative. If everybody shares more good, social media and hopefully the world can be a less bitter place.

From the onset we knew that in order for this to work we needed the numbers.

Because we are a very small brand in America, we turned to Mexican artists that had a following to give us those numbers. First we used their followers for interactions, then we added another layer of Mexican influencers to help us push their content, then on top of that we targeted Mexican communities that could amplify our numbers. With all of this we were able to give ourselves a fighting chance of Hacking Facebook’s Algorithm.

Because Facebook’s algorithm is determined by what people share, our plan was to hopefully hack it by sharing more positive things about Mexicans. But first we needed to create that positive content. We teamed up with young influential Mexican artists and over several days we co-created positive Mexican content. Then we shared that positive content all over social media using Mexican influencers and community groups. The more people engaged with our content the more Facebook’s algorithm was being affected. After several days, it worked, we eventually managed to hack Facebook’s algorithm. By simply sharing more good, the negative stereotypes were replaced with the positive.

Facebook search results- 10/18/18

MEXICAN ARE LAZY

MEXCIANS ARE A DIFFERENT BREED

MEXICANS ARE LOUD

MEXICANS ARE UGLY

MEXICANS ARE GAY

Facebook search results - 12/01/18

MEXICAN ARE HARD WORKING

MEXCIANS ARE AWESOME

MEXICANS ARE INSPIRING

MEXICANS ARE CREATIVE

MEXICANS ARE PASSIONATE

MEXICANS ARE CARING

This is still in effect to this day, we were able to create real change by simply encouraging people to share more good.