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Air Bnb Digital Marketing
- 4. Website • In Q1 2017, Airbnb drew 106.9 million visits to its site, an increase of 31% from 2016. 890,500 Unique visitors 4,888,845 page views/ per day $39,399.06/ day advertising revenue $24,436,543.96 estimated site evaluation
- 5. Blog
- 6. facebook
- 7. YouTube
- 8. Twitter
- 9. Instagram
- 10. App
- 11. #WeAreHere (Facebook) • Airbnb streamed 6 films live on Facebook to promote the release of its new app. • Shot through helmet cams in 6 cities, on 5 continents, over the course of 24 hours, the films followed individuals as they went through their own "Airbnb experiences." • Viewers could watch, comment, and overall feel as if they were there as well. • The campaign resulted in a 22 Point Lift in Ad Recall, 7 Point Lift in Brand Favorability, and over 6 million global participants in first 24 hours.
- 12. • Gifted 100,000 customers with $10 as part of a campaign for a "unique act of kindness", with the aim of inspiring others to join in and 'pay it forward' and connect strangers. • Gave away $1 million encouraging people to use the funds for acts of kindness. • People were asked to get involved and share their experience on Twitter to create an ‘ongoing initiative.’ • showcased people’s efforts on a dedicated micro-site airbnb.com/one-less- stranger ‘Pay it forward’ #OneLessStranger
- 13. • To integrate digitally, the map on airbnb.com/map was utilized to showcase moments of #OneLessStranger around the world • 3 weeks into the campaign, over 3 million engagements and interactions were made with the campaign- that included people creating #OneLessStranger, talking about the campaign and engaging with all of the generated content. ‘Pay it forward’ #OneLessStranger
- 14. Wall and Chain • To commemorate the 25th anniversary of the fall of the Berlin Wall. • Recounts the story of an Airbnb guest who traveled to Berlin for the first time since working as a guard during the Cold War. • The video racked up more than 5.7 million YouTube views in its first month online. • Established Airbnb as a conduit for life-alerting travel experiences, and heightened the brand’s relevance.
- 15. #WeAccept - “Acceptance starts with all of us.” • The video was ultimately viewed 19 million times and shared 100,901 times, including 18,600 shares from FB users from conservative audience segmentation. • On Twitter, #weaccept was the #1 used advertiser hashtag used during the Super Bowl • Generated over 33k tweets during the first half of the game, more than any other advertiser. • Campaign was shared over 90,000 times and received over 500k likes. • Reactions to the overall campaign were 85% positive. • 15.4K total volunteer host signups to date.
- 16. Incomplete Rings To Promote Marriage Equality In Australia
- 17. • a $100,000 digital ad campaign promoting listings in those so- called “shitholes”, reviving the #weaccept #WeAccept
- 19. Thank You!!!
Editor's Notes
- Valuation at $31 Billion
- Allows customers to create an account and search for desired listings: homes, experience and restaurants. One can search by city and by date - all in all, fun webpages to navigate and a nice cross-sell for Airbnb.
- Case in point in this Airbnb campaign, in which the hospitality brand is protesting the ongoing lack of marriage equality in Australia—by marketing a ring that’s incomplete. The gap in the ring, of course, represents the gap in marriage equality. Airbnb is encouraging people to wear the ring, which it’s calling The Acceptance Ring, as a way of showing acceptance of marriage equality—and support for those Australians who cannot yet marry.