How did Airbnb mix digital
with a historical event to promote its positioning through an engaging storytelling? mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

2007, Airbnb offers a strictly
functional promise “Forget hotels, save money with mbasdevant@gmail.com MARTIN BASDEVANT Airbnb.” AIRBNB. A CHEAP AFFORDABLE ALTERNATIVE TO HOTELS mbasdevant@gmail.com MARTIN BASDEVANT

Then, it adds some emotion
and started building its Putting human contact at the center of the experience. “You are welcome by people like you”. AIRBNB. TRAVEL LIKE A HUMAN. mbasdevant@gmail.com MARTIN BASDEVANT community mbasdevant@gmail.com MARTIN BASDEVANT

2013, Airbnb starts redefining its
brand mission. People think Airbnb is about renting houses. But really, this is about HOME. House is just a space, when home is where you BELONG. mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

Over the time, tourism behaviors
has been Airbnb travelers. They are people of different backgrounds and beliefs but all thrilled by the curiosity to discover new places. They travel far away from their home, even over a short period. They fly on low cost companies and looking for a good plan to stay. They reject mass tourism behaviors. A travel is an opportunity to experiment local life. They live in global village. The modern backpackers mbasdevant@gmail.com MARTIN BASDEVANT changing… mbasdevant@gmail.com MARTIN BASDEVANT

mbasdevant@gmail.com MARTIN BASDEVANT 1994 Mass
tourism 2014 Local life mbasdevant@gmail.com MARTIN BASDEVANT

Free Opportunity to travel around
190 countries Adventurer Travel encourages connections Independent Do business between particulars Resourceful The cheapest way to travel mbasdevant@gmail.com MARTIN BASDEVANT They are… mbasdevant@gmail.com MARTIN BASDEVANT

What makes the new traveller
community For the very first time, people can belong anywhere. That is the idea at the core of Airbnb: belonging. mbasdevant@gmail.com MARTIN BASDEVANT so special? mbasdevant@gmail.com MARTIN BASDEVANT

mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN
BASDEVANT

mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN
BASDEVANT

2014, Airbnb’s mission is to
make people mbasdevant@gmail.com MARTIN BASDEVANT feel like they… mbasdevant@gmail.com MARTIN BASDEVANT

What actions to communicate this
new positioning? mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

#1 - A new identity
mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

Mixing four values to create
one symbol of belonging mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

2008 2014 Travel like a
human WELCOME HOME mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

#2 - A new storytelling
website capturing “moment of life”, and focused on travel experiences. mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN
BASDEVANT

#3 - BelongAnywhere A digital
platform launched on November 7th, 3 days before the 25th anniversary of the Fall of the Berlin Wall mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

BelongAnywhere.com a small but complete
microsite promoting a major viral video + 3 minor contents: behind the scenes, History facts, upcoming events marking the celebration of the Fall. mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

Wall and chain. A viral
video based on an amazing true story between two guards from East & West Berlin who serendipitously meet again 30 years later thanks to Airbnb. mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

From Nov. 7th to Nov.
10th, Airbnb drove social conversation around reunification, freedom and Berlin Wall. mbasdevant@gmail.com MARTIN BASDEVANT mbasdevant@gmail.com MARTIN BASDEVANT

Earned media Owned media mbasdevant@gmail.com
MARTIN BASDEVANT Paid media Booking on airbnb.com Direct link ? Mostly marketing influencers No interaction FB, TW, LinkedIn, G+ mbasdevant@gmail.com MARTIN BASDEVANT

A 4 days activation to
become a trending topic 2. Create the buzz with PR plan and CM activation 3. Boost a consistent conversation by leveraging on community management and the mediatic impact of 25th Fall anniversary July 14 Nov 7th Nov 8th Nov 9th Nov 10th C O N V E R S A T I O N mbasdevant@gmail.com MARTIN BASDEVANT MICROSITE VIDEO NEW LOGO Consumers NEW WEBSITE Sponsored FB Consumers / Influencers Community Management 25th Fall anniversary Online PR Influencers 1. Set the groundwork

Ongoing Conversation Social mbasdevant@gmail.com MARTIN
BASDEVANT Video 2,2 millions views in 3 days 2,970,590 impress 2,019,145 reach Did Airbnb broke the wall? 3,5 in 1 week Associated keywords Universal story mbasdevant@gmail.com MARTIN BASDEVANT

mbasdevant@gmail.com MARTIN BASDEVANT Did Airbnb
broke the wall? Moderate buzz No momentum for Airbnb Weak SMO 763 tweets mbasdevant@gmail.com MARTIN BASDEVANT

KEYS OF SUCCESS • An
universal positive message: “Make the world a better place”. UNIVERSALITY • Leveraging a sensitive event to engage even more emotion. EMOTION • An attractive emotional message beyond the strictly functional aspect of Airbnb RELIEF • 4 days before the 25th Fall of Wall. AUDIENCE ATTENTION • An unusual graphic design to emerge among daily worldwide buzz STRATEGIC CREATIVIY • By solving a problem rooted in the Past, Airbnb can claim to play a key role in the future of mbasdevant@gmail.com MARTIN BASDEVANT lodging BRAND VISION IMPROVEMENTS • Add a visible link to Airbnb.com to provide Airbnb attribution and generate bookings • Improve natural referencement • Establish a UGC tactic to generate virality and maximize engagement mbasdevant@gmail.com MARTIN BASDEVANT