This document proposes a communications campaign called #LiveWorkEverywhere for Airbnb to promote its remote work capabilities. It analyzes Airbnb's strengths, weaknesses, opportunities, and threats. The campaign goals are to increase brand awareness of Airbnb as an option for remote living and working globally. Tactics include a social media video giveaway and thought leadership content on remote work. The target audiences are Airbnb guests ages 18-34, particularly digital nomads and "lifestylists," as well as Airbnb employees. If successful, the $220K campaign could expand Airbnb's social media following and revenue from remote work listings.

1. #LiveWorkEverywhere
CAMPAIGN
PROPOSAL
Prepared by:
Matt Gilhooly

2. Table of Contents
Executive Summary 3
Situational Analysis 4
Strengths 5
Weaknesses 5
Opportunities 6
Threats 6
Competitive Analysis 7
Key Differentiators 7
Audience Analysis 8
Guests 8
Guest Audience Personas 9
Employees 10
Past Communication Campaigns 11
#OneLessStranger 11
#BelongAnywhere 11
#WeAccept 12
Goals and Objectives 13
Goals 14
Objectives 14
Strategies and Tactics 15
Strategy Explanations 16
Tactics Explanations 16
Core Theme 17
Key Messaging 18
Engagement Through Messaging 18
Timeline 19
Campaign Calendar 20
Budget 21
Evaluation and ROI 22
References 24

3. 3
Executive Summary
In March 2022, travel spending in the United States was close to pre-pandemic levels, and, with each
passing month, more companies are adopting remote-first work environments. As a result, we identified
an opportunity to highlight Airbnb listings with remote-work infrastructure to build more Airbnb
customers and increase booking revenue worldwide.
By embracing its core strengths, Airbnb can use its new “live and work anywhere” employee policy as
the crux of a new communications campaign.
This campaign is a communication opportunity, not an problem or issue.
A remote-work-focused campaign can further build Airbnb's brand awareness through a unique
promise of value, promote its “Live and Work Anywhere” initiative, and establish an international
organizational standard for remote work.
Proposal
To take advantage of the opportunity presented above, we propose the following:
1. Launch a #LiveWorkEverywhere social media video giveaway. This giveaway will engage the
target audience through social media and inspire them to share how they successfully work in
Airbnb properties worldwide.
2. Launch a thought leadership campaign about remote work. This owned media content will
promote Airbnb’s differentiator of offering “remote-working” specific properties around the
goal. In addition, much of this content will lean heavily on the success of Airbnb’s “Live and Work
Anywhere” employee policy. This thought leadership content lays the foundation to separate
Airbnb from its competitors and establish the company as the premier site for booking remote-
work productive living spaces.
Risks
With this campaign, we understand there are risks to consider:
1. Rising cases of COVID-19 worldwide may lower the number of entries into the hashtag-focused
giveaway and lessen the amount of user-generated content earned as travel may slow.
2. Possibility of lower engagement of target audience. We have mitigated risk by creating
free and incentivized portions of this campaign to encourage higher engagement within
this consumer group. However, the campaign will also incorporate existing Airbnb followers,
increasing overall engagement.
Recommendations
We believe that a small portion of the annual marketing and communications budget for this campaign
can potentially set Airbnb apart from its competitors and increase brand recall and awareness as the
only option for remote-work travel and long-term stays.
If successful, an investment of $220K for this campaign will expand Airbnb’s social media following, its
partnerships with communities worldwide for the “Live and Work Anywhere Initiative,” and increase its
revenue through its “remote-work” booking options.

4. 4
Situational Analysis
S.W.O.T. Snapshot
Strengths
» Airbnb has 4 million hosts with over 1
billion guests worldwide
» Strong brand recall – 2/3 of web traffic
resulting from direct URL input
» Timely and transparent communication
from leadership
» “Live and Work Anywhere” initiative launch
Weaknesses
» Racial discrimination concerns cited by
guests and other studies
» Perception of the company by non-users
due to proximity to problematic Airbnb-
listed properties
» The low image count requirement on the
website makes it hard to verify the quality
of the listed property
Opportunities
» Numerous remote work policies
implemented throughout the world
» Increased travel post-pandemic leading
to the need for verified “remote-work
approved” listings
» Travelers and workers are booking trips
for longer than seven days, some up to
months at a time
Threats
» Continuing COVID-19 pandemic waves
resulting in potential lockdowns
» Foreign work visa approvals or
regulations preventing digital nomads
from working throughout the world at
Airbnb-listed properties
» Local rules against short-term rentals

5. 5
Strengths
Airbnb has over four million hosts on its platform, providing stays for over one billion
guests worldwide (Airbnb, Inc., 2022). In March 2022, 68.4% of its web traffic resulted
from consumers typing the company URL directly into a web browser (Similar Web,
n.d.). This data shows the strength of the company’s market share and brand awareness. In
addition, over two-thirds of monthly web traffic originating from direct URL input indicates a strong brand
recall when consumers need to find a place to stay for travel or work.
The company’s CEO, Brian Chesky, regularly communicates with the company employees in times of success
and struggle. His transparent communication builds trust with internal and external stakeholders, allowing
the company to maintain a reliable and honest brand voice. For instance, in 2020, in an open letter published
on its site, Chesky explained step-by-step how the layoff decisions of over 2,000 employees were made and,
most importantly, what the company was offering to those losing their jobs (Airbnb, 2020a). This expression
of “compassion enhances credibility and can lead to more effective communication” for a company and
builds the public’s trust (Hyland-Wood et al., 2021).
To coincide with its remote-work policy for all employees, Airbnb launched a “Live and Work Anywhere”
initiative in 2022. It designed this program to connect with governments and other organizations worldwide
that can help develop sustainable infrastructure for remote workers while also offering connections to
the local cultures (Airbnb, 2022a). Airbnb can leverage this initiative and existing business model in its
communication campaign to establish authority in the global work community, thus allowing the company to
create international standards for remote work.
Weaknesses
Airbnb has internal weaknesses that can be mostly mitigated or reduced through communication efforts.
In early 2016, researchers at Harvard Business School released a report measuring racial discrimination in
Airbnb listings (Penman et al., 2016). The study sent over 6,000 requests to Airbnb hosts in five major cities
and found that “requests with African American sounding names were roughly 16 percent less likely to be
accepted than their white-sounding counterparts” (Penman et al., 2016). Since this concern, Airbnb launched
initiatives working with civil rights organizations and removed over one million hosts from its site (Airbnb,
2020b). Airbnb can address any racial profiling concerns through consistent messaging and action.
Airbnb also has a perception problem among those that do not use the service but are directly affected by
the business offerings. Many people dislike the company because they live near Airbnb-listed properties as
they may see more traffic, noise, parties, neighborhood destruction, etc. (Jackson, 2021). In response to this
concern, Airbnb partnered with competitor Vrbo in 2021 to create the Community Integrity Program that
allows “vacation rental platforms to share information about listings that consistently serve as party houses”
(Jackson, 2021). Again, consistent communication and action can help mitigate the impact of this weakness
in Airbnb’s booking capabilities, as most people do not indicate plans for large gatherings or parties.
Airbnb only requires five images from hosts to list their spaces on the online marketplace platform (Clifford,
2020). These limitations further enhance the weakness of Airbnb in gauging the quality of a host’s property.
Airbnb could reduce this concern by meeting the minimum requirements of 15-images set by competitor
VRBO (Clifford, 2020). Airbnb should also use further communication to discuss its process for assessing the
accuracy of listings for its customers.

6. 6
Opportunities
As the world slowly moves towards an endemic
status, Airbnb’s business and operations continue
to grow. Based on research about remote working
during the pandemic, more companies like Airbnb
are instituting remote-work policies that allow
their employees to work anywhere. For example,
data from an Owl Labs study showed that remote
employees were 22% happier than on-site workers,
stayed in jobs longer, had less stress and more
focus, and 91% of those surveyed said they were as
(or more) productive as they were in the office (Owl
Labs, 2021). Airbnb can capitalize on the remote-
work policies implemented at other organizations
by using its internal employee policy as the core
of communication campaigns that showcase
how easy it is to live (and work) in Airbnb hosts’
properties worldwide.
The U.S. Travel Association notes that in March
2022, travel spending was close to 2019 levels
(U.S. Travel Association, 2022). As more people
travel for work or pleasure, Airbnb can highlight
specific locations with prepared remote-work
infrastructure to build more customers and
revenue. To enhance the communications aspect
of this opportunity, it can modify its platform by
adding a “remote-approved location” option for its
listings.
Existing Airbnb data shows that in the third quarter
of 2021, nearly 50% of the nights booked were
for stays of seven or more days (Airbnb, 2022b).
In addition, one in five nights booked on Airbnb
was for a month or longer stay (Pohle, 2022). This
extended-stay uptick allows the company to
communicate how Airbnb is not solely for quick
vacations. Instead, it enables remote workers to
move somewhere for extended periods, immersing
themselves in the local culture while remaining
productive at work.
This data shows that individuals are eager to travel
more and would likely embrace the opportunity
to do it wherever possible. It further proves that
promoting the recent internal changes at Airbnb is
a viable approach for an external communications
campaign.
Threats
Continuing external threats of the COVID-19
pandemic waves threaten Airbnb’s operations.
CDC guidelines recommend that travelers not
travel while actively infected with COVID-19
(Centers for Disease Control and Prevention,
2022). Travelers adhering to the CDC guidelines
will present last-minute cancellations, affecting the
Airbnb host’s income and the company’s bottom
line. This recommendation will likely continue for a
few years and is out of the organization’s control.
Another threat to Airbnb’s operation is the ability
for travelers to acquire Visas and work permits for
extended stays, along with unknown infrastructure
in foreign countries. These requirements for
someone that wants to work remotely will
affect their ability to do so unless appropriately
addressed. As a result, Airbnb developed its “Live
and Work Anywhere” initiative to partner with
destinations to coordinate work permit approvals
for remote workers and verify that infrastructure
is sufficient for successful remote work (Airbnb,
2022a). However, without partnerships, Airbnb is
at the mercy of the local government rules and
regulations.
Short-term rentals face varying local regulations
throughout the world. For example, some cities
impose lodging taxes, some limit the number
of nights people can rent a specific property,
and others prohibit any short-term stay under a
particular amount of time (DiNatale et al., 2018).
However, Airbnb can mitigate the effect of these
regulations through its “Live and Work Anywhere”
initiative and by fostering direct relationships with
local governments.

7. 7
Competitive Analysis
Airbnb’s list of direct competitors is not extensive,
but it has numerous indirect competitors, such as
booking.com, Expedia, Kayak, and hotel chains.
However, to properly situate Airbnb in the market,
as noted by HubSpot, it is important to focus solely
on its direct competitors, Vrbo and HomeToGo
(White, 2021). Notably, Expedia acquired another
direct competitor, HomeAway, in 2015, thus shrinking
Airbnb’s list of direct competition (White, 2021).
Airbnb, Vrbo, and HomeToGo offer host-owned
places for guests to stay, thus qualifying them
as direct competitors. Vrbo focuses primarily on
larger spaces for vacation rentals, whereas Airbnb
offers shared spaces, private spaces, and unique
lodging opportunities, such as treehouses and
yurts (Arneson, 2020). HomeToGo partners with
more prominent vacation rental brands to show
various options for vacation rentals (HomeToGo,
n.d.). Additionally, Airbnb offers “experiences” for
guests to book in their travels. All three organizations
present fees to guests and the hosts, drawing
further similarities in business models.
Airbnb’s success can be compared to its competitors
using the web traffic analyzer Similar Web. In page
rank, Airbnb is 170 with 89.2M visits in March 2022,
compared to Vrbo at 635 with 44.9M visits and
HomeToGo at 11,666 with 4M visits (Similar Web, n.d.).
A notable 68% of Airbnb’s web traffic is through the
direct input of its web URL compared to 48.4% direct
input for Vrbo and 14% for HomeToGo web visits
(Similar Web, n.d.). This data shows that customers
looking to travel have a strong brand recall for Airbnb
and its web address for vacation planning. Vrbo
and HomeToGo rely more on internet searches to
recommend each website.
Airbnb successfully leverages user-generated
content to build a following through travel pictures,
stories, and videos. In each social media post using
content from followers, Airbnb credits the user that
submitted the photo and links to their profile. On
the other hand, Vrbo seemingly focuses its content
strategy on finding perfect vacation spaces for
families and features mostly company-generated
content on its social media platforms. Similarly,
HomeToGo creates or owns all social media content
posted on its platform. Additionally, Airbnb’s blog
page focuses on its mission to make people feel
like they belong anywhere, whereas Vrbo focuses
more on details about specific vacation spots or
properties.
Airbnb has a social media following of approximately
22 million followers across its platforms, compared
to Vrbo with 7.3 million and HomeToGo with 1
million followers. Airbnb seemingly has more brand
recognition and recall based on this data. Airbnb
is most prominent on Facebook, and Vrbo has the
most followers on TikTok. This unexpected presence
of Vrbo on TikTok is curious because Statista data
shows that roughly 47% of TikTok users are 10-29
years old, and Similar Web data shows that the
average age of Vrbo users skews higher than that of
Airbnb (Similar Web, n.d.; Statista, 2022).
Data shows that 61% of TikTok users are women,
and 64.4% of its users are between 20 and 49 years
old (Statista, 2022). This web traffic and the TikTok
user demographic information help expose an
opportunity to grow Airbnb’s TikTok following since
64% of Airbnb’s March 2022 audience were women
between 25-54 years old (Similar Web, 2022).
Key Differentiators
Airbnb’s consistent and transparent brand voice
and the unique spaces on its platform are key
differentiators from its direct competitors, giving
it the highest market share. Airbnb has likely
earned strong brand awareness as the go-to for
vacation stays because of its social media presence,
transparent communications, and marketing
campaigns compared to Vrbo and HomeToGo. In
this new communication campaign, Airbnb can build
upon its strong reputation to be the top brand for
remote working stays.
Image by David Mark from Pixabay

8. 8
Audience Analysis
There are two broad target audiences for this remote work “awareness” campaign, Airbnb guests and
employees. Indirect audiences include Airbnb hosts and the media. However, most of the campaign's
strategy and tactics will focus on the guests to build awareness of Airbnb as a viable (and desirable) option
for remote work experiences.
Guests
In its 2021 Annual Report, Airbnb identified its
most substantial segment of travelers as those
between 18-34, spanning both the millennial
generation and Gen Z (Airbnb, Inc., 2022, p. 3).
Based on research by Morning Consult, Airbnb’s
campaign should target the “Lifestylists” group of
millennials to capitalize on a significant portion of
its most active customers (2022). This “Lifestylists”
group is 62% female and 38% male, and one-
third have dependents living at home (Morning
Consult, 2022). Additionally, the average income
for this group of individuals is $75,000 annually
(MBO Partners, 2021). This group uses their jobs to
support their lifestyles (Morning Consult, 2022).
In 2021, 15.5 million American digital nomads chose
to combine working remotely while traveling (MBO
Partners, 2021). Nearly half of digital nomads are
millennials, which further supports selecting the
target audience for this campaign (MBO Partners,
2021). Millennials are “captivated by the idea
that “work from anywhere” would allow them to
become “digital nomads,” traveling the world while
still employed” (Choudhury, 2020). In addition,
digital nomads understand “the advantages of in-
depth exploration of a different place and culture”
(MBO Partners, 2021). Therefore, the campaign’s
messages will resonate with the “Lifestylists” and
help spread its key messages, ultimately leading to
increased revenue for Airbnb and helping to boost
the mission of Airbnb’s “Live and Work Anywhere”
Initiative.
The “Lifestylists” desire a work-life balance, enjoy
the flexibility and want to feel secure in their
employment (Morning Consult, 2022). Roughly
52% of this group plans to travel throughout the
United States, with the remainder planning to
travel abroad (MBO Partners, 2021). According
to the Owl Labs State of Remote Work report,
these individuals primarily work in the
financial, education, healthcare, consulting,
and technology industries (Owl Labs, 2021).
Therefore, most individuals in this audience rely
on strong internet connections to complete their
jobs and choose locations with the infrastructure
to support remote work. In addition, the
millennial generation has a “high value of using
social media in both personal and organizational
contexts,” thus supporting this campaign's
intended social media giveaway and hashtag
campaign tactics (Cho et al., 2013). This group’s
regular exposure to new locations and cultures
can result in unique user-generated content that
Airbnb can use to extend the campaign’s reach.
This approach aligns with Airbnb’s current digital
content strategy of using content from social
media followers worldwide.
Using data from remote work and digital nomad
studies paired with Airbnb’s Annual Report, this
communications campaign’s primary target
audience is millennial Americans between the
ages of 26 and 34 years old that are digital
nomads, entrepreneurs, or both. With this
primary audience in mind, Airbnb can focus on its
unique promise of value showing how properties
around the globe are “remote-work” ready. In
addition, the propensity to regularly use social
media will likely lead to higher engagement with
the campaign’s social media giveaway for Airbnb,
thus leading to more earned and shared media.

9. 9
GUEST AUDIENCE PERSONAS

10. 10
Employees
Airbnb should also craft communications and
tactics toward its internal employees with similar
characteristics to the guest target audience
described above for this campaign. These
employees are tech-focused and between 26-34
years old. However, this group of internal audience
members will differ from the guest audience
because they will live worldwide.
It is essential to activate engagement with this
group of individuals to create employee-generated
content showing how Airbnb’s new remote
working policy works within the organization.
Airbnb can use this content in blogs and social
media posts to address the campaign’s goals of
building brand awareness, promoting its “Live and
Work Anywhere” initiative, and helping set the
standard for global remote work.
As of 2021, Airbnb has 47%
women in its workforce
(Airbnb, 2021). As over 60%
of the target audience group
are women, it may be beneficial
to target the female-identifying
internal employees for this campaign. Additionally,
soliciting user-generated content from female
internal employees and female guests may enhance
the campaign’s impact by showing examples of
productive female remote workers. These examples
shared throughout the campaign, from both sides,
may further inspire others to become digital nomads
while continuing to build the revenue for Airbnb.

11. 11
Past Communication
Campaigns
In most of Airbnb’s communication campaigns, the message is clear. “The Airbnb
community aims to create a world where all 7.5 billion people can belong anywhere”
(Airbnb, 2017). The company wants to make everyone feel like they are home by
showing travelers (or workers) can have unique experiences unavailable on other
platforms. Hosts can curate these memorable experiences by offering up their
properties. In addition, there is consistent messaging in Airbnb’s campaigns that
aim to broaden individuals’ worldviews and celebrate new experiences and people.
#OneLessStranger
In 2015, Airbnb launched a social-media-focused brand awareness campaign using
the hashtag #OneLessStranger. In this campaign, Airbnb empowered its social media
community members to do good by paying it forward by “performing a creative,
unexpected, kind act of hospitality for a stranger” (Airbnb, 2015). Once the individual
performed this kind gesture, Airbnb asked them to take a picture or video and share
it on social media using the campaign hashtag, #OneLessStranger. As a result, the
campaign saw over 3M engagements and interactions in the first three weeks (Shorty
Awards, 2015). In addition, it provided user-generated content (earned media) for
Airbnb to use on its website and blog pages (Shorty Awards, 2015).
Airbnb built this campaign upon its mission of connecting communities of hosts
and guests and the feeling of belonging. As evidenced in future campaigns, Airbnb
grounds its communication campaigns in the human qualities of togetherness and
sharing. These campaigns build trust and a sense of inclusion, thus solidifying Airbnb
as human-centered in the minds of consumers. Movements like #OneLessStranger
influence a more substantial brand recognition when individuals are booking their
vacations. The #OneLessStranger campaign elements should be considered part of a
social media giveaway tactic in this remote work campaign aligning with human stories
of happiness and work productivity.
Image by GreenStar from
Pixabay
#BelongAnywhere
In 2016, Airbnb launched its “#BelongAnywhere” campaign triggered by the global refugee crisis aiming to
bring “media attention and financial support for refugees” and pledging to match donations up to $1 million
(USA for UNHCR, 2016). Along with the fundraising aspect of this campaign, Airbnb worked with hosts to
offer spaces for refugee families and help relief workers. As a result, the campaign raised $1.6 million for aid
and $200,000 in travel credits for refugees (USA for UNHCR, 2016). In addition to bringing awareness to a
global crisis, this fundraising campaign aligned with the company’s mission to make people feel like wherever
they are, they belong.
However, this campaign faced opposition from “alt-right” users on Twitter using the campaign hashtag
to espouse xenophobic beliefs (Zara, 2016). This hashtag hijacking forced Airbnb into crisis management
mode to maintain its reputation as a goodwill ambassador for the cause. The company likely learned from
this experience as its CEO, Brian Chesky, is now regularly quick to respond to tragedies or controversial
occurrences, such as the travel ban instituted by the US in 2017.

12. 12
Past Communication
Campaigns
#WeAccept
In 2017, Airbnb launched the #WeAccept
campaign in response to discrimination
on its platform and the US Travel
ban on countries with large Muslim
populations. The campaign stemmed
from its “Community Commitment”
pledge developed after the widespread
discrimination claims it faced in late 2016
(Airbnb, 2017). The #WeAccept campaign
used the imagery of people of all shapes,
sizes, colors, and nationalities, with key
messages of universal acceptance. In
addition, Airbnb ran a short film during
the 2017 Super Bowl, asking people to use
the campaign hashtag in conversations
against the travel ban. After the Super
Bowl spot, the company used owned
and paid media on social media to boost
the messaging. Finally, as part of the
campaign, Airbnb updated its website
with prominent information about
#WeAccept and emailed the community
about its five-year pledge for housing
relief and donations to organizations that
help refugees (Airbnb, 2017).
According to the Shorty Awards, the
#WeAccept campaign had 87 million
earned impressions (n.d.). In addition, it
generated over 33k tweets during the
first half of the Super Bowl 2017 with a
positive sentiment rating of 85% (Shorty
Awards, n.d.). Furthermore, a shortened
30-second video on Facebook was
viewed over 19 million times and shared
over 100k times. Airbnb also saw over 15k
hosts sign up to offer space for refugees
from the #WeAccept campaign (Shorty
Awards, n.d.).
This global message of acceptance led
to campaign success for Airbnb. It built
its brand reputation as a socially aware,
connected company that takes action to
meet its mission of belonging anywhere.
With the success of this campaign, Airbnb
likely learned that powerful messages
that build its community and purpose
would improve brand recall when people
need a place to stay (Kiely, 2021).
Image by Bob Dmyt from
Pixabay
Image by Ri Butov from Pixabay
The examples of these three campaigns provide a strong foundation for a
remote-work-focused external communications campaign. Airbnb must continue
communicating its mission to help people feel they belong anywhere. However, it can
use its new internal employee policy to create a compelling campaign that enhances
its brand awareness and, hopefully, helps Airbnb become the leader in setting an
international standard for remote work.

13. 13
Goals and Objectives
Airbnb aims to create a world where everyone “can belong anywhere” (Airbnb, 2017). The company
wants to make everyone feel like they are home wherever they are. There is consistent messaging in past
Airbnb campaigns that broaden individuals’ worldviews and celebrate new experiences and people. The
#LiveWorkEverywhere campaign will build upon these consistent messages by promoting ideas and spaces
that show successful remote work worldwide.
The anticipated timeline for this campaign is 124 days, with a public launch on Monday, August 29, 2022.
A goal is a “broad primary outcome” that informs, persuades, or
builds relationships with identified organizational stakeholders
(Belicove, 2013; Luttrell & Capizzo, 2020, p. 101). Companies
should also consider communication goals that “influence
audience behavior” in a way that helps to achieve business
goals, such as revenue, profitability, and reputation (Harrison,
2021). Although there is conflicting information on the
measurability of goals, they are often more qualitative than
quantitative (KNB Communications, 2016).
Therefore, the goals set for the #LiveWorkEverywhere Airbnb
campaign address increasing brand awareness as a top remote-work booking site, establishing a positive
global reputation for its new “Live and Work Anywhere” initiative, expanding Airbnb’s online community
to build a repository of user-generated content, and increasing revenue through “remote-work” specific
bookings.
Image by Hans Braxmeier from Pixabay
Image by mericeruefenacht
from Pixabay
Objectives allow communicators to define success for the campaign and how to
meet its intended goals. These statements must be clear and measurable, align with
the overall communication strategy, and have a specific timeline (Luttrell & Capizzo,
2020, p. 109). Additionally, the objectives must be reasonable and attainable within the
budget and time constraints (Harrison, 2021).
As noted by Luttrell & Capizzo, practitioners should aim to develop outcome and
outtake objectives to best measure their success (p. 112). The objectives below
incorporate these recommendations and do not include any output objectives.
Data from previous Airbnb communication campaign results helped determine
the measurable components of the outtake objectives. In addition, the outcome
objective related to the “Live and Work Anywhere” initiative represents a reasonable
and attainable number of partnerships based on the campaign strategy and tactics
implemented (Luttrell & Capizzo, 2020, p. 112).
There are seven objectives to address the four communication goals of this campaign.
Objectives #1 and #2 are similar, but #2 distinguishes a difference between those
participating in the campaign social media giveaway and the impact the submissions
and Airbnb-owned content have on the overall online community. Objectives #5 and
#6 can be combined, but separating them allows the organization to measure growth
in two substantial online communities.

14. 14
GOALS
1. Build Airbnb’s brand awareness by establishing its unique promise
of value as the premier remote-work booking site.
2. Raise global awareness of the “Live and Work Anywhere” initiative.
3. Expand Airbnb’s online community.
4. Increase Airbnb “remote-work” bookings.
OBJECTIVES
1. Meet or exceed 600K uses of the #LiveWorkEverywhere hashtag
by December 31, 2022.
a. This figure assumes a conservative 2% engagement rate of total
Airbnb followers on Facebook and Instagram.
2. Meet or exceed 4M engagements with #LiveWorkEverywhere
owned and earned content by December 31, 2022.
a. This figure is based on the 3M engagements seen in the first
three weeks of Airbnb’s #OneLessStranger campaign in 2015
(Shorty Awards, 2015).
3. Achieve 80-85% positive sentiment rating across owned and
earned media by December 31, 2022.
a. This figure is based on the sentiment rating of 85% for Airbnb’s
#WeAccept campaign in 2017 (Shorty Awards, n.d.).
4. Establish two or more partnerships with countries that meet the
“Live and Work Anywhere” initiative requirements by December 31,
2022.
5. Expand Airbnb’s Instagram community from 5.1M to 5.253M (3%
increase) by December 31, 2022.
6. Expand Airbnb’s Facebook community from 16.3M to 16.78M (3%
increase) by December 31, 2022.
7. Establish a baseline of “remote-work” bookings at 5% or more of
total Airbnb bookings by December 31, 2022.

15. 15
Strategies and Tactics
A strategy is a company’s approach to achieving its communication goals (Belicove,
2013). Luttrell & Capizzo refer to strategy as approaches companies take to achieve
objectives (2020, p. 129). The strategies represent the channels or medium in which
the communication occurs (Luttrell & Capizzo, 2020, p. 130). Here, channels refer
to paid, earned, shared, and owned approaches that can lead to an integrated
campaign that addresses the appropriate audiences with the tools that best serve
these groups. These strategies must bridge the gap between the goals/objectives
and the specific tactics implemented in the campaign plan.
Tactics are the specific tools companies use to achieve the strategies (Belicove, 2013). “Tactics reflect
the narrow audiences and focused messages that serve as the building blocks of successful campaigns”
(Luttrell & Capizzo, 2020, p. 153). With specific objectives and strategies based on the research that
identified the goals, practitioners can create the most logical and potentially effective tactics to meet the
needs of the entire campaign.
1. Create content that promotes
Airbnb’s differentiator of offering
“remote-working” specific properties
around the globe. (OWNED/PAID/
EARNED)
2. Leaning heavily on its “Live and Work
Anywhere” employee policy, Airbnb
will promote a collection of media
showcasing its employees living the
new policy. (OWNED/EARNED/PAID)
3. Launch a hashtag-focused social
media sweepstakes/giveaway to
collect user-generated content
showing how people successfully
work in Airbnb properties worldwide.
(EARNED/SHARED/PAID)
4. Issue press releases and social media
when new partnerships develop in
Airbnb’s “Live and Work Anywhere”
initiative. (EARNED/OWNED)
5. Use Chesky’s influential CEO voice
through success stories of Airbnb’s
diverse workforce working remotely
and messages about campaign
updates. (OWNED/EARNED/SHARED)
#LiveWorkEverywhere Strategies
1. Create (owned) and promote (paid) evergreen content
about the benefits of remote working on the company
website (blog page) and social media platforms
(Facebook and Instagram), targeting millennial workers
that identify as digital nomads or “lifestylists” (MBO
Partners, 2021; Morning Consult, 2022). (Connected to
Strategy #1)
2. The Airbnb communications team will craft blog stories,
social media posts, and videos showcasing a diverse
group of its workforce who actively embrace the
new employee policy (owned content). This content
will share their productivity stories while highlighting
a positive work/life balance throughout the Airbnb
network. The blog stories will be posted on the
Airbnb Blog page and linked to the Airbnb Facebook
page. Airbnb will primarily post short-form videos
on Instagram and Facebook to cater to millennials’
preferences. Airbnb will implement a paid approach
to promote some of the higher engagement stories.
(Connected to Strategy #2)
3. Launch #LiveWorkEverywhere social media
sweepstakes/giveaways on Instagram and Facebook
targeted toward digital nomads and “lifestylists” groups.
To be eligible to win, entrants must submit a video or
image showing remote-working in an Airbnb-listed
space on the company microsite and share the media
using the campaign hashtag (#LiveWorkEverywhere)
on Instagram or Facebook. Airbnb will choose five
winners at random and award Airbnb stays at selected
properties. (Connected to Strategy #3)
#LiveWorkEverywhere Tactics

16. 16
Strategies and Tactics
Strategy Explanations
The strategies support the campaign’s overall goals. By implementing the
integrated approach through all five strategies, Airbnb will more than likely meet the conservative key
performance indicators (objectives) set for the campaign. The first strategy is the crux of the communication
campaign; all assets created by Airbnb must lead with its unique promise of value that separates it
from direct (and indirect) competitors. “Intangible value grows as customers and investors gain greater
confidence about the future fortunes of one firm over others in the same industry” (Smallwood & Ulrich,
2007). Therefore, creating owned content about remote working will help establish Airbnb as a thought
leader in the space, based on its employee policy and business model. Ideally, promoting this owned content
(through paid media) will lead to organic earned media from online publications.
The second strategy aligns with the first to build upon Airbnb’s unique promise of value. But this strategy
focuses on building owned content that showcases how the new remote employee policy works at Airbnb.
This owned media humanizes the brand, helps establish the company as a leader in remote work, and shows
how people can productively work in its properties. As a result, the second strategy will help build brand
awareness, expand the Airbnb community, and likely lead to increased revenue through “remote-work”
bookings.
Social media giveaways or sweepstakes with prizes will lead to user-generated content (earned media)
and shared content (Patel, n.d.). Based on previous communication campaigns and Airbnb’s social media
presence, this third strategy will help build brand awareness and expand its social media community.
This communication campaign’s fourth and fifth strategies will help raise global awareness of Airbnb’s “Live
and Work Anywhere” initiative and establish its unique promise of value as the premier site for remote-work
productive living spaces. Ideally, these owned assets will lead to shared and earned media about how Airbnb
sets the standard in the remote work global operations.
Through all these strategies, the campaign will influence more interactions with the brand, higher brand
awareness and recall, and ultimately, more revenue, hitting the final goal set for the campaign.
Tactics Explanations
As noted in the first strategy explanation, the first tactic will help develop thought leadership, increase
Airbnb’s brand awareness, and brand recall as the premier site to book places to stay as a digital nomad or
remote worker interested in travel and new cultures. This evergreen content can be repurposed into multiple
forms throughout the campaign to build engagement and use the overall campaign hashtag.
The second tactic shows how remote work functions within an organization and how easy it is to find
an Airbnb-listed property worldwide that supports productivity. “From an HR perspective, the best way
to humanize a business is to help employees tell their personal stories and connect them to the overall
employer brand” (Pham, 2021). Using the employee stories throughout the campaign will help digital nomads,
and “lifestylists” feel like part of the Airbnb community.
As two of the measurable objectives of this campaign involve using the campaign hashtag and its associated
engagement, the third tactic (giveaway) is imperative for the campaign. Airbnb will implement the giveaway
on the platforms the target audience engages with the most – Facebook and Instagram. Since giveaways
generate high amounts of user-generated content, this strategy aligns well with Airbnb’s digital content
strategy of primarily using content posted by social media followers on its platforms.

17. 17
#LiveWorkEverywhere
Core Theme
“Work is possible anywhere,
giving people a world of
opportunities.”
We wanted to keep this core theme concise and palatable but also flexible
enough to cover the driving intentions of the communication campaign, the crux
of which is the forward-thinking remote work policy at Airbnb. This theme supports
the campaign's overarching purpose as it reinforces the remote work policy at Airbnb,
allows messaging to reflect remote-work spaces globally on the Airbnb platform, and
provides the ability to promote the “Live and Work Anywhere” initiative implemented recently by
Airbnb.
Through this simple yet effective theme, the campaign will build brand awareness as the premier remote-
work booking site, establish more partnerships with local governments worldwide, expand the online
community, and increase the number of bookings specifically for remote work.
Key Messages
Communicators should be able to distill what they want to communicate to a target audience into three
central messages (The Future Ready Project, n.d.). They should be the “essence of what you want to
communicate” and what’s “needed to engage people” (Wetherhead, 2011). As noted by PRsay, these
statements should be 1-3 sentences long and contain information designed to inspire action from the target
audiences (Wetherhead, 2011).
We crafted three key messages for my primary audience of digital nomads and “lifestylists” based on
compelling action that will pique interest in the organization or the giveaway strategy and tactic in my
#LiveWorkEverywhere campaign. We also created one key message to consider using for the internal
audience of remote workers that can contribute to the owned content used for the campaign.

18. 18
Key Messaging
Digital Nomads/Lifestylists
» Studies show that remote workers are 22% happier, stay in their jobs longer, and have
less stress (Owl Labs, 2021). Imagine easily finding spaces worldwide that allow you
to explore local cultures and experiences whenever you want. Airbnb partners with
governments around the world to offer verified accommodations prepared for your
remote work life.
» We want everyone to feel like they belong anywhere. Help us honor that mission
starting on August 29 – simply tag a photo or video of you with #LiveWorkEverywhere
showing you working in an Airbnb listing anywhere in the world. Then, on December 10,
Airbnb will choose five lucky winners for a 90-day stay at select properties around the
globe.
» We know that your job is simply the way to support your jet-setting lifestyle. As
travel returns to pre-pandemic levels and your list of destinations gets longer,
picture yourself immersed in a foreign culture for months at a time while having the
confidence that wherever you go, you can do your job just as effectively as in the
office. Airbnb offers extended stays globally, perfect for exploring new cultures while
still earning your paycheck.
Employees
» With Airbnb’s new remote work policy, you have the freedom to be productive
wherever you please, even outside of your home country. We want you to feel like you
belong wherever you are. Using our new hashtag #LiveWorkEverywhere, share blog
stories and social media content displaying your new work life and how remote work is
the model of the future.
The first supporting message promotes the values of remote working, using data from
studies. With this message, the intention is to drive brand awareness and interest in finding
verified spaces that are productive for remote work worldwide.
In the second message to this primary audience, the goal is to engage people to
participate in the giveaway that results in the opportunity to win free stays in Airbnb-listed
remote work properties. This second message also leads with the company’s mission
to promote belonging and community. A by-product of this message is social media
engagement with the campaign hashtag.
The third message speaks to the desires of the “lifestylist” group to use work as a means
to travel or hobbies. Using this message, Airbnb reinforces this audience members’ work/
life balance goals. In addition, it promotes extended stays showing that lifestylists can
productively work from any location for more than a short stay. Ultimately, this will increase
brand awareness of Airbnb as a premier remote-work accommodations option.
The supporting message for internal employees aims to solicit earned/owned media
from internal employees actively participating in the remote work policy throughout
the globe. The goal is to encourage user-generated content that can show how Airbnb
employees can use the network effectively. Ultimately, this could establish Airbnb as a
model for successful remote work.
Engagement Through Messaging

19. 19
Timeline
» Prelaunch - August 2022
» Campaign Implementation - August 29, 2022 -
December 31, 2022
» Giveaway Component - August 29, 2022 - November 27,
2022
» Analysis and Evaluation - August 29, 2022 - January 31,
2023
» Present Results to C-Suite – January 31, 2023
The Airbnb #LiveWorkEverywhere campaign will
launch on August 29, 2022, and end on December
31, 2022 (124 days). However, Airbnb will develop
a few items before the launch. The pre-launch
items include a video announcing the launch of the
campaign giveaway and a microsite to collect entries
(and other customer data for future needs).
On launch day, the contest video will launch on
Facebook and Instagram, along with a press release
and blog post on the company website. In addition,
paid ads on Google Ads and Facebook/Instagram
will launch on day one, supporting the content
throughout the campaign (daily for 124 days). The
microsite will also go live on August 29, 2022, and
shut down when the giveaway contest ends on
November 27.
On August 31, the company will start its regular
release of content for this campaign, starting with
a thought leadership blog post about remote work
on its website and an internal email from the CEO to
the employees. Thought leadership blog posts will
release biweekly through October 26. The campaign
will publish another remote work blog post on
November 30, 2022.
On September 7, Airbnb will start a Facebook and
Instagram Post series every other Wednesday. This
series of posts will alternate between showcasing a
carousel of contest entries and Airbnb employees
using their remote work policy to the fullest. This
rotation will end on November 16.
On September 12, the campaign will launch a bi-
weekly series of FB/Instagram posts showcasing
two of the ten grand prize options for the
giveaway. This biweekly Monday post series will
conclude on November 7. On November 9, the
campaign will showcase all ten grand prize options
and features of the listings in a blog post on the
website. A Facebook and Instagram post will
promote this blog post.
Airbnb will use Facebook and Instagram to remind
people to enter the contest and announce when
the winners will be selected. Winners will be
chosen at random by Airbnb on December 7.
Airbnb will notify winners on December 12, develop
the winner announcement video on December 14,
and publish the winner announcement video on
December 19.
Airbnb will issue a press release on November
14 announcing a new strategic partner for
Airbnb’s “Live and Work Anywhere” initiative.
In addition, the campaign will issue two other
press releases – December 19 for the giveaway
winner announcement and December 28 with the
campaign results.
Image by jairojehuel from Pixabay

20. 20
Campaign Calendar
August 2022
July
S M T W T F S
26 27 28 29 30 1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31 1 2 3 4 5 6
August
2022
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
31 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
Contest Announcement
Video Development
21 22 23 24 25 26 27
Microsite Development &
Testing
28 29 30 31 1 2 3
Launch Contest Video
Press Release (Launch)
Launch Blog Post
(Website)
Launch Paid Ads
Microsite Launch
Remote Work Blog Post
(Website)
Internal Email for Kickoff -
CEO
September 2022
August
S M T W T F S
31 1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30 31 1 2 3
4 5 6 7 8 9 10
September
2022
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
28 29 30 31 1 2 3
4 5 6 7 8 9 10
FB/Instagram Post -
Carousel of Entries
11 12 13 14 15 16 17
FB/Instagram Post -
Choice #1 and 2 of Grand
Prize Options
Thought Leadership Blog
Post - Benefits of Remote
Work
18 19 20 21 22 23 24
FB/Instagram Story and Post
- Remote Airbnb Employee
25 26 27 28 29 30 1
FB/Instagram Post -
Choice #3 and 4 of Grand
Prize Options
Blog post on website
featuring email to employees
from Brian Chesky about the
first month of campaign
October 2022
September
S M T W T F S
28 29 30 31 1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 1
2 3 4 5 6 7 8
October
2022
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
25 26 27 28 29 30 1
2 3 4 5 6 7 8
FB/Instagram Post -
Carousel of Entries
9 10 11 12 13 14 15
FB/Instagram Post -
Choice #5 and 6 of Grand
Prize Options
16 17 18 19 20 21 22
Blog Post - Remote Airbnb
Employee Story
FB/Instagram Post with
quote from blog.
23 24 25 26 27 28 29
FB/Instagram Post -
Choice #7 and 8 of Grand
Prize Options
Thought Leadership Blog
Post - Remote Work
30 31
November 2022
October
S M T W T F S
25 26 27 28 29 30 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31 1 2 3 4 5
November
2022
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
30 31 1 2 3 4 5
FB/Instagram Post -
Carousel of Entries
6 7 8 9 10 11 12
FB/Instagram Post -
Choice #9 and 10 of
Grand Prize Options
Blog Post - All 10 Grand
Prize Options
FB/Instagram Post
promoting grand prize blog
13 14 15 16 17 18 19
Press Release - New
Partnership for “Live and
Work Anywhere”
Initiative
FB/Instagram Story and Post
- Remote Airbnb Employee
20 21 22 23 24 25 26
FB/Instagram - Contest
Reminder/Countdown
27 28 29 30 1 2 3
Contest
Deadline
Shutdown
Microsite
FB/Instagram - Mention
when winners will be
announced
Thought Leadership Blog
Post - Remote Work
December 2022
November
S M T W T F S
30 31 1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30 1 2 3
4 5 6 7 8 9 10
December
2022
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
27 28 29 30 1 2 3
4 5 6 7 8 9 10
FB/Instagram Post -
Celebrate the # of entries
Airbnb Randomizes Entries to
select five winners
11 12 13 14 15 16 17
Winners Notified Winner Video Development
18 19 20 21 22 23 24
Winner Announcement
Video
Winner Announcement
Press Release
25 26 27 28 29 30 31
Campaign Results Press
Release
January 2023
December
S M T W T F S
27 28 29 30 1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
1 2 3 4 5 6 7
January
2023
SUNDAY MONDAY TUESDAY WEDNES
DAY
THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7
Begin Post-Campaign
Evaluation
8 9 10 11 12 13 14
15 16 17 18 19 20 21
22 23 24 25 26 27 28
Review Post-Campaign
Evaluation Findings
29 30 31 1 2 3 4
Present Campaign
Results to C-Suite

21. 21
Budget
August September October November December Totals
Labor
Communications Specialist 1 (Facebook and Instagram Content) 400
$ 4,000
$ 4,000
$ 4,000
$ 4,000
$ 16,400
$
Communications Specialist 2 (Thought Leadership Content) 400
$ 4,000
$ 4,000
$ 4,000
$ 4,000
$ 16,400
$
Communications Specialist 3 (Paid Media and Media Relations) 400
$ 4,000
$ 4,000
$ 4,000
$ 4,000
$ 16,400
$
Campaign Director (Edits, Oversight, Strategy) 700
$ 7,000
$ 7,000
$ 7,000
$ 7,000
$ 28,700
$
Contest Microsite Development
Developer Labor ($100/hr) 1,500
$ - - - - 1,500
$
Contest Video Production
Contest Launch Labor (20 hrs at $100/hr) 2,000
$ - - - - 2,000
$
Winner Announcement Labor (20 hrs at $100/hr) - - - - 2,000
$ 2,000
$
Press Releases
Press Release Distribution (4) 800
$ - - 800
$ 1,600
$ 3,200
$
Paid Media
Google Ads (blog content) ($100/day for 124 days) 400
$ 3,000
$ 3,000
$ 3,000
$ 3,000
$ 12,400
$
Facebook/Instagram Ads (owned content) ($100/day for 124 days) 400
$ 3,000
$ 3,000
$ 3,000
$ 3,000
$ 12,400
$
Google Ads (contest) ($200/day for 124 days) 800
$ 6,000
$ 6,000
$ 6,000
$ 6,000
$ 24,800
$
Facebook/Instagram Ads (contest) ($300/day for 124 days) 1,200
$ 9,000
$ 9,000
$ 9,000
$ 9,000
$ 37,200
$
Contest Prizes
Five Grand Prizes ($3,000/prize) - - - - 15,000
$ 15,000
$
Measurement Tools
Sprout Social (3 accounts) - 996
$ 996
$ 996
$ 996
$ 3,984
$
Qualitative Custom Surveys (2) 15,000
$ - - - 15,000
$ 30,000
$
Monthly Budget 24,000
$ 40,996
$ 40,996
$ 41,796
$ 74,596
$ 222,384
$
Running Campaign Total Budget 24,000
$ 64,996
$ 105,992
$ 147,788
$ 222,384
$
Campaign Budget
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The team will hire three dedicated Communication
Specialists to assist with the campaign. The monthly
salaries are $4,000 per employee (Glassdoor, n.d.-b).
In addition, the campaign will factor the wages of a
dedicated Campaign Director into the labor costs at
$7,000 a month (Glassdoor, n.d.-a). As the campaign
launches on August 29, Airbnb attributes a portion of
the monthly salary to the budget in August.
The campaign also requires a microsite for contest
submissions. Based on the simplicity of the microsite,
it will take approximately 15 hours of programming
time at $100 per hour, totaling $1,500 (Kereszturi,
2021). Airbnb must also budget for labor to create
a short-form video to launch the hashtag-based
giveaway and a winner announcement video at
the end. The short-form videos will take 20 hours
to develop at $100 per hour, totaling $2,000 each
(Gwilliam, 2019). A developer will create the launch
video in August, as noted in the budget.
Airbnb must also budget for press release
distribution. Sending a press release nationally may
cost close to $800 through PR Newswire (Donda,
2021). Airbnb should budget for four press releases
distributed nationally. Three press releases will
be related to the contest/giveaway (at launch,
winner announcement, and
campaign results). In addition,
Airbnb will issue one press
release to announce a new
partnership in the “Live and
Work Anywhere” Initiative.
The campaign uses paid
media in multiple ways:
Google Ads & Facebook/
Instagram Ads. In the travel
category, the average cost-
per-click for Google Ads
is $1.53, and the cost for a
display ad is $0.44 (Maake,
2022). The average Google
Ad spend for businesses is
$9,000 to $10,000 a month,
according to WebFX (Maake,
2022). However, this Airbnb
campaign plans for a $300
daily budget on Google Ads
for 124 days for $37,200,
resulting in a possible 18,880 clicks and/or display ads
based on the average cost-per-click (CPC).
For Facebook/Instagram ads, the average cost per
click for a Facebook ad is $0.97 across industries
(WebFX, 2022). With a daily budget of $400, the
campaign plans for $49,600 in Facebook/Instagram
ads. Based on the average CPC, this expense
results in the potential of 51,100 clicks of Facebook/
Instagram ads.
Airbnb valued five grand prizes for this campaign
at $3,000 each. The budget reflects these in the
December column.
This budget assumes that Airbnb does not use
the following software for measurement tools.
Therefore, for this campaign, Airbnb will use Sprout
Social for social media management and tracking
(Sprout Social, n.d.). Sprout Social’s Advanced version
is $249 per month per user (Sprout Social, 2022).
The team has budgeted four user accounts for four
months, totaling $3,984. The final measurement
tools needed for this campaign are two qualitative
research surveys. Each survey will be $15,000, for
a total of $30,000 for Airbnb’s campaign (The
Farnsworth Group, n.d.).

22. 22
Evaluation and ROI
The #LiveWorkEverywhere campaign will use
Sprout Social to track metrics (engagements,
hashtag usage, sentiment analysis, and follower
counts) related to the campaign throughout the
124 days. Additionally, the team will conduct a final
assessment after the campaign ends to determine
the return on investment and adjustments for
future communication campaigns.
Using Sprout Social, it should be easy to quantify
the uses of the campaign hashtag to determine if
the campaign met its goal of 600K (objective one).
According to Content Square, the travel industry’s
average conversion rate is currently 3.9%
(Bjorkqvist, 2022). Taking an ultra-conservative
approach with a 1% conversion of hashtag uses,
Airbnb hypothetically could earn a potential 6,000
conversions to sales on its platform. Assuming
a 3-day booking for a total of $400 would lead
to upwards of $2.4M in revenue. Therefore, in
this example, the ROI for this campaign based
on hashtag engagement would be 979%. To
verify the validity of the industry conversion
average, the campaign team could also cross-
reference benchmark sales data from August 29,
2021-December 31, 2021, with the 2022 campaign
timeframe.
For objectives two and three, Airbnb should count
the engagements across all owned and earned
#LiveWorkEverywhere content to see if the
campaign achieves more than 4M. Engagement
count is a simple metric. However, to address
a brand awareness goal and see growth in the
perception of Airbnb as the premier remote-work
booking site, it would be good to use content
analysis to measure the sentiment ratings
of these engagements. The campaign set its
sentiment rating objective based on its results
of 85% positive sentiment on its #WeAccept
campaign in 2017 (Shorty Awards, n.d.).
So, on an ongoing basis, Airbnb can monitor the
sentiment through social listening tools. The
campaign budgeted for three Sprout Social
accounts, one pre-campaign survey, and one
post-survey. Sprout Social’s Listening Insights
monitors “positive, negative and neutral mentions
for a particular time period and reveals how those
mentions have evolved over time” (Barnhart,
2022). With this sentiment data
across engagements paired
with the awareness surveys, the
campaign can determine if it met
its goal of highly positive sentiment,
thus improving brand awareness as the
remote-work booking site for consumers (Killip,
2021). And while sentiment ratings do not directly
correlate with financial figures, when combined
with objective measures like engagement rates
and conversions to sales noted above, Airbnb can
present a more accurate measurement of ROI
(Butler, 2019).
Airbnb will assess the number of remote-work
bookings during the campaign period to establish
a baseline for future remote-work-focused
communication campaigns. In this instance, Airbnb
will consider the campaign a success if at least 5%
of total bookings are “remote work.”
Finally, measuring the increase in the Airbnb
online community can lead to increased sales
based on the 2021 Sprout Social Index. Although
counting new followers is typically labeled as a
vanity metric, the study found that nine out of ten
consumers buy from brands they follow on social
media, and 86% of these followers choose the
brand over competitors (Kim, 2021). Therefore,
before the campaign begins, Airbnb must set a
baseline figure for each social media platform. The
company will earn roughly 500K new followers if
the campaign achieves its social media follower
objectives. If the Sprout Social Index is accurate,
then Airbnb earns nearly 450K new customers
through its initiative. Although these consumers
may not initiate bookings during the campaign
timeframe, this figure can be calculated as part of
a customer lifetime value (long-term impact) and
partially attributed to the #LiveWorkEverywhere
campaign (Cronstedt, 2018).
All of the mentioned methods of ROI
measurement for Airbnb can indirectly tie into
sales conversions and, therefore, present financial
data (based on industry standards and studies)
that proves the value of this campaign if Airbnb
meets its campaign objectives through its 124-day
#LiveWorkEverywhere campaign.

23. 23
Summary
The team designed the #LiveWorkEverywhere campaign's overall objectives
and strategies to meet Airbnb’s overall mission and bottom-line goals. Using
the tactics identified throughout this campaign, the team is confident that the
results will meet or exceed key performance indicators based on benchmark
data.
This campaign represents an aggressive four-month communications push to
build brand awareness of Airbnb as the premier remote-work booking site. The
social media giveaway component intends to allow users to showcase how they can
be productive working at Airbnb listings worldwide. The team hopes that user submissions
inspire the target audience to become lifetime guests of Airbnb. With a successful 2022 launch,
the team proposes a continued effort with the #LiveWorkEverywhere campaign in subsequent years.
High engagement with the campaign and increased remote work locations will lead to a broader
Airbnb community and increase revenue. In addition, as Airbnb’s focus is on its mission of making
people feel like they belong anywhere, this campaign will allow for more partnerships with locations
around the globe for remote work destinations for the lifestylists and digital nomads.
#LiveWorkEverywhere

24. 24
References
Airbnb. (2015, January 1). Creating #OneLessStranger: stories of belonging. The Airbnb
Blog - Belong Anywhere. Retrieved May 26, 2022, from https://blog.atairbnb.com/
creating-onelessstranger-stories-belonging/
Airbnb. (2017, February 7). #weaccept. Retrieved May 25, 2022, from https://www.airbnb.
com/weaccept
Airbnb. (2020a, May 5). A Message from Co-Founder and CEO Brian Chesky. Airbnb
Newsroom. Retrieved November 5, 2021, from https://news.airbnb.com/a-
message-from-co-founder-and-ceo-brian-chesky/
Airbnb. (2020b, June 15). A new way we’re fighting discrimination on Airbnb - Resource
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