Case Study: Airbnb's Wall and Chain Using Video From Online to Offline By Dennis Goedegebuure

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From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Social Video Survival Techniques. PRESENTATION: Case Study: Airbnb's Wall and Chain Using Video From Online to Offline - Given by Dennis Goedegebuure, @TheNextCorner - Fanatics Inc., Vice President for Growth and SEO. #SocialPro #12A

Marketing

#SocialPro #12A @TheNextCorner
Dennis Goedegebuure
Case Study:
Airbnb’s Wall and Chain
Using video from online to offline

#SocialPro #12A @TheNextCorner
Lets talk about 3 topics of Wall and Chain
1.  Overview; what is it?
2.  Elements; how was it executed?
3.  Results; was it successful?
Case Study: Airbnb Wall and Chain

#SocialPro #12A @TheNextCorner
§  An animated film to
celebrate the 25th
anniversary of fall
Berlin Wall
§  Based on a user
submitted story
Wall and Chain

#SocialPro #12A @TheNextCorner
To support the film, the campaign was
launched with
1.  Dedicated Microsite
2.  Media plan; on- & offline
3.  Launch party
Campaign Elements

#SocialPro #12A @TheNextCorner
§  Animated film
§  Interviews
§  Behind the story
§  Event calendar
§  Wallpaper
downloads
Dedicated Microsite

#SocialPro #12A @TheNextCorner
TV Media Plan
Fri. Nov. 7 Sat. Nov. 8 Sun. Nov. 9
Week of
Nov. 10
Thurs. Nov. 6
Rise of Berlin Wall
2 units
Today Show
1 unit
Fall of the Wall
1 unit
Weekend ROS
4 units
Fall of the Wall
w/ Fareed Zakaria
7 units
Today Show
1 unit
Pivot ROS
10 units
Weekend ROS
17 units
BBC ROS
10 units
25 unit ~12 units ~18 units 20 units24 unitsTOTAL TV Units
1,608,000 62,000 1,132,000 NA80,000
TOTAL P25-54
TV Imps*
Pivot ROS + Take Part Live (w/ billboard sponsorship)
48 units

#SocialPro #12A @TheNextCorner
§  Worked with
Aimclear
§  Created ~80
segmented
audiences
§  http://tnc.io/Social-pr
Social Amplification Plan

#SocialPro #12A @TheNextCorner
Launch Party – West & East side

#SocialPro #12A @TheNextCorner
Media Hits Around the World

#SocialPro #12A @TheNextCorner
§  Webby Award
§  AD&D Graphite
Pencil Award
§  US Search Award
§  Creative Showcase
TheDrum
Results: Awards

#SocialPro #12A @TheNextCorner
THANK YOU!
JOIN US @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

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Case Study: Airbnb's Wall and Chain Using Video From Online to Offline By Dennis Goedegebuure

1. #SocialPro #12A @TheNextCorner Dennis Goedegebuure Case Study: Airbnb’s Wall and Chain Using video from online to offline

2. #SocialPro #12A @TheNextCorner

3. #SocialPro #12A @TheNextCorner Lets talk about 3 topics of Wall and Chain 1.  Overview; what is it? 2.  Elements; how was it executed? 3.  Results; was it successful? Case Study: Airbnb Wall and Chain

4. #SocialPro #12A @TheNextCorner §  An animated film to celebrate the 25th anniversary of fall Berlin Wall §  Based on a user submitted story Wall and Chain

5. #SocialPro #12A @TheNextCorner The objectives for the Wall and Chain campaign in prioritized order 1.  Earn a disproportional amount of media coverage 2.  Build brand awareness by being part of the cultural conversation 3.  Drive Social & SEO traffic Campaign Objectives

6. #SocialPro #12A @TheNextCorner To support the film, the campaign was launched with 1.  Dedicated Microsite 2.  Media plan; on- & offline 3.  Launch party Campaign Elements

7. #SocialPro #12A @TheNextCorner §  Animated film §  Interviews §  Behind the story §  Event calendar §  Wallpaper downloads Dedicated Microsite

8. #SocialPro #12A @TheNextCorner TV Media Plan Fri. Nov. 7 Sat. Nov. 8 Sun. Nov. 9 Week of Nov. 10 Thurs. Nov. 6 Rise of Berlin Wall 2 units Today Show 1 unit Fall of the Wall 1 unit Weekend ROS 4 units Fall of the Wall w/ Fareed Zakaria 7 units Today Show 1 unit Pivot ROS 10 units Weekend ROS 17 units BBC ROS 10 units 25 unit ~12 units ~18 units 20 units24 unitsTOTAL TV Units 1,608,000 62,000 1,132,000 NA80,000 TOTAL P25-54 TV Imps* Pivot ROS + Take Part Live (w/ billboard sponsorship) 48 units

9. #SocialPro #12A @TheNextCorner §  Worked with Aimclear §  Created ~80 segmented audiences §  http://tnc.io/Social-pr Social Amplification Plan

10. #SocialPro #12A @TheNextCorner Launch Party – West & East side

11. #SocialPro #12A @TheNextCorner Launch Party – West & East side

12. #SocialPro #12A @TheNextCorner Results

13. #SocialPro #12A @TheNextCorner Media Hits Around the World

14. #SocialPro #12A @TheNextCorner §  Webby Award §  AD&D Graphite Pencil Award §  US Search Award §  Creative Showcase TheDrum Results: Awards

15. #SocialPro #12A @TheNextCorner THANK YOU! JOIN US @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

Case Study: Airbnb's Wall and Chain Using Video From Online to Offline By Dennis Goedegebuure

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Case Study: Airbnb's Wall and Chain Using Video From Online to Offline By Dennis Goedegebuure