This document outlines Airbnb's storytelling strategy over three acts from 2007-2015: 1) The Mentor's Journey (2007-2009) - The founders tested ideas through small launches and scaled through blogger PR to build listings. Early videos profiled hosts to build trust. 2) The Hero's Journey (2009-2011) - Airbnb rebranded around travel experiences and empowering users. Popular videos instructed how to host and inspired travel fantasies. 3) A Story of Love & Trust (2011-2015) - Collaborating with hosts, Airbnb refined its values and mission to feel more connected through travel. Later campaigns focused on belonging and helping communities in

1. AIRBNB
CASE STUDY

2. Airbnb believes
in the power of storytelling
because when people share stories, all of a
sudden, they start caring more about each other
and something magical can happen.
Venetia Pristavec, ex-Creative Lead @ Airbnb (2009-2014)

3. "Put users first. Focus on love.
The best marketing is investing
in the user experience.
Then the user will market for you."
-Brian Chesky, CEO and co-founder Airbnb

4. The stories along
the journey.
Celebrate the hero's
achievements/ renew
mission statement
What is the
mission?
The call to adventure
What does he
believe in?
What are the
fears/hopes?
The mentor & hero
share the same
worldview
Who is he?
The hero
is a user
The mentor
is the brand

5. CLASSIC STORY
MENTOR CALLS TO ADVENTURE
PROTAGONIST WHO HAS FEARS & DREAMS,
TO BECOME THE HERO HE WANTS TO BE
WITH THE HELP OF A TALISMAN.

6. NORTH STAR STORY
THE BRAND MAKES A PROMISE
TO THE AUDIENCE TO HELP THEM BECOME
WHO THEY ASPIRE TO BE,
WITH THE HELP OF THE PRODUCT.

7. The stories along
the journey.
Wish lists
Live a richer life
One-less stranger
Help thy neighbor
Belong
anywhere
The call to adventure
Travel shouldn't be
mass-produced, but about
human connections
Feeling anonymous
and lonely
A couple of women in
their mid-thirties
The mentor & hero
share the same
worldview
The hero
is a user
The mentor
is the brand

8. Act 1 – The mentor's journey
Act 2 – The hero's journey
Act 3 – A Story Of Love & Trust
2007-2015
1,5 year
2,5 years
4,5 years

9. ACT 1
THE MENTOR'S
JOURNEY
Oct. 2007-Jan. 2009

10. 3 friends some extra space
…looking for an idea

11. Oct. 2007
1st launch @IDSA - The gut feeling
"People are willing to stay at a stranger's home."

12. Oct. 2007
1st launch @IDSA - The gut feeling
"People are willing to stay at a stranger's home."

13. Communication strategy:
"Let's share our listing via design bloggers!"
Oct. 2007

14. Communication strategy:
"Let's share our listing via design bloggers!"
Oct. 2007
outcome: 7 listings & a dozen bookings

15. Mar. 2008
2nd launch @SXSW - Testing the business
"People are looking for a cheap alternative to hotels.
Events create trust."

16. Mar. 2008
2nd launch @SXSW - Testing the business
"People are looking for a cheap alternative to hotels.
Events create trust."

17. Mar. 2008
Communication strategy:
"Tech Press, sort of"

18. Mar. 2008
outcome: 2 bookings
Communication strategy:
"Tech Press, sort of"

19. Aug. 2008
3rd launch @DNC – The big launch
"People want to stay with a local whenever they travel."

20. Aug. 2008
3rd launch @DNC – The big launch
"People want to stay with a local whenever they travel."

21. Aug. 2008
3rd launch @DNC – The big launch
"People want to stay with a local whenever they travel."

22. Communication strategy:
"Scalable PR: from bloggers to national news"
Aug. 2008
PR firm budget: $10,000

23. Communication strategy:
"Scalable PR: from bloggers to national news"
Aug. 2008
outcome: 800 listings

24. Nathan Blecharczyk
CTO & co-founder
"When you're starting,
ride the wave. Don't
try to create it."

25. The 'Techcrunch trough of sorrow'

26. HOW TO CREATE
LOVE?

27. ACT 2
THE HERO'S
JOURNEY
Jan. 2009-Jun. 2011

28. Jan. 2009
Communication & business strategy:
"Go to your users"

29. "We changed our tagline to
say that we believe in a
certain kind of world.
To communicate it in the
early days, we did a lot of
storytelling. As a CEO,
your job is to articulate the
vision."
Brian Chesky
CEO & co-founder

30. Jan. 2009
1st rebranding – The core belief
"Travellers aspire to a more human experience."

31. "In March 2010, as I was
working at customer
support, I decided to make
a video series to show that
hosts were actually
everyday normal lovely
people, with great places."
Venetia Pristavec
ex-creative director at Airbnb
(2009-2014)

32. AirTV - Episode 1: Venice Beach Bungalow (March 2010) – 31.000 views
Travel like a human (June 2010) – 12.000 views

33. Defining the mentor - "How to Airbnb" (Jan 2011) – 2 million views
Production budget (4 locations - a crew of 5 @Sandwich Video): $30,000

34. HOW TO BE
SUSTAINABLE?

35. ACT 3
A STORY OF
LOVE & TRUST
Jun. 2011-Jan. 2015

36. June 2011
The moment of truth
"Aligning values and acts."
Blog Aug. 1, 2011June 12, 2011

37. June 2011
Communication strategy
"Stories for trust"
1 - Collaborative workshops with hosts
all over the world for 10 months
to define how the brand empowers its users!

38. Defining the hero - "Living a richer life" (Mar 2012) – 200.000 views
Production budget (17 days, 7 countries, crew of 39): $110.000

39. 2nd rebranding – Exploring the uniqueness
"People are inspired by the fantasy of travel"
June 2012

40. 2nd rebranding – Exploring the uniqueness
"People are inspired by the fantasy of travel"
June 2012

41. June 2014
3rd rebranding – Exploring the mission
"People want to feel more connected"

42. June 2014
3rd rebranding – Exploring the mission
"People want to feel more connected"

43. Defining the mission – "Belong anywhere"

44. Living the mission – Waving fees for shelters
Oct 2012 + Sept 2014