Mai țineți minte campania aceea, de acum vreo 7 ani, în care românii și Rom s-au luat la trântă cu Google pentru că nu le plăceau rezultatele găsite pentru românii sunt? Ei, bine, nu suntem singura nație supărată pe algoritmi care face ceva în acest sens. Cei din Mexic au purtat și ei o asemenea luptă cu algoritmii de căutare Facebook. Mai exact, berea Estrella Jalisco, importată de Anheuser-Busch InBev, a găsit o cale să șteargă ura aruncată asupra mexicanilor pe Facebook.
S-ar putea să vi se pară cunoscută povestea, dar înainte, când căuta cineva mexicanii sunt, rezultatele automate erau: leneși, animale, urâți. Așa că brandul de bere și agenția David au inundat Facebookul cu termeni pozitivi. Iar acum, cine caută același lucru, va afla că mexicanii sunt generoși, buni, pasionați. O echipă de artiști mexicani au creat pagini de Facebook, grupuri și site-uri și au share-uit intens pe Facebook informații pozitive despre Mexic.
”Nu a fost atât de greu să creăm o schimbare în bine”, a insistat Yonathan Bendesky, senior brand director Anheuser-Busch InBev, care a insistat că în campania Share for Good nu s-au folosit boți, ci oameni adevărați și content real.
Previously if some Facebook users typed "Mexicans are" into the social network's search bar, it would auto-fill with negative words, including "lazy," "loud," "animals," and "ugly," according to the brand. But the brew, with help from its agency, David, says it has "tricked" Facebook's search algorithm into producing positive auto-filled terms by flooding Facebook with positive content about Mexicans. Indeed, when tested on Thursday by Ad Age, the search "Mexicans are" auto-filled with phrases like "caring," "great" and "passionate."
The brand and agency lined up a team of Mexican-American artists to create Facebook pages, groups and external websites that were shared on Facebook as articles. When Ad Age performed the "Mexicans are" search on Thursday, a top result was a page including positive images and phrases about Mexicans. The page also included links to external web sites like one called mexicansarepassionate.com.
"We used real people to create content and engage with the content. We did not use any bots," says Yonathan Bendesky, senior brand director for Anheuser-Busch InBev's Mexican imports division. "It really didn't take that much to make a positive change."
Estrella and David created a campaign video, called "Share for Good," (shown above) that describes the project.
Facebook was not involved in the campaign. So-called search predictions (the keywords that are auto-filled as users type into the search box) are determined by a range of factors, including social connections on Facebook, such as friends, groups, pages and events, according to a Facebook spokeswoman. The overall popularity of search terms is also used.
Sun Komen, technical director at Unicorns & Unicorns, a creative studio that worked on the campaign, said that the brand team's testing revealed that "the more people are engaging and liking and commenting on the content that was shared by our team, the more it would suggest that is maybe it is what you are looking for."
