2. ABOUT THE COMPANY
2ADD A FOOTER
• Airbnb, Inc, is an American online marketplace and hospitality service brokerage
company based in San Francisco, California, United states.
• Members can use the service to arrange or offer lodging, primarily homestays or
tourism experiences.
• The company doesn’t own any kind of real estate listing, nor does it organize any
kind of events, it act as a broker receiving commission from each booking.
• The company was conceived after its founders put an air mattress in their living room
and turned the apartment into a bed and breakfast just to earn a few bucks for their
living.
• Later in August ,2008 the founders (Brian Chesky, Joe Gebbia, Nathan Blecharczyk)
decided to turn it into a business.
3. WHAT EXACTLY IS AIRBNB??
• Airbnb provides a platform for hosts to accommodate
guests with short-term lodging and tourism-related
activities.
• Guests can search for lodging using filters such as lodging
type, dates, location, and price.
• As of mid-2018, guests have the ability to search for
specific types of homes, such as bed and breakfasts,
unique homes, and vacation homes.
• Before booking, users must provide personal and
payment information.[71] Some hosts also require a scan of
government-issued identification before accepting a
reservation.
• Guests have the ability to chat with hosts through a secure
messaging system.
• Hosts and guests have the ability to leave reviews about
the experience.
ADD A FOOTER 3
6. ONLINE CAMPAIGNS HELD BY THE
BRAND
• ‘LIVE THERE’ CAMPAIGN
• WE ACCEPT
• AIRBNB’S EXPERIENCES
6
7. 7
• The purpose behind the campaign is to communicate a new dimension in traveling which has been made possible by
Airbnb. This makes people perceive Airbnb with quality and credibility, and make travelers choose Airbnb than any of
its competitors for the unique experiences and hospitality it provides.
STRATEGY USED:
Airbnb goes with a well-defined goal-oriented strategy to achieve this purpose. In India, Airbnb collaborates with MTV
and creates a contest which instructs its users to post their traveling experiences with Airbnb on social media with the
hashtag #LiveThere. The winners of the contest will get a chance to travel with Bollywood celebrities Radhika Apte,
Anusha Dandekar, Nikhil Chinapa and experience the local culture and flavor of London, Thailand and Milan.
“LIVE THERE”
8. 8
• The campaign created a high level of brand awareness and engagement among its target
audience which in turn lifted 4-point lift in purchase intent in the UK and India, and a 6-
point lift in the purchase intent in Germany and Australia according to a study by Nielsen
Brand Effect, as published by Instagram.
• According to a case study published by Twitter, Airbnb Australia (@airbnb_au) was able to
drive remarkable engagement on Twitter with a view rate 30% higher than the Australian
benchmark across the videos among audiences, while maintaining a cost per view 50%
lower than local benchmarks.
• The campaign also had a high impact on the Indian audience as well. The video of
Radhika Apte and the contest winners, Aftab and Tripti’s experience in London received
4.2M views, 55K reactions and 1.8K shares on Airbnb’s Indian account on Facebook
• Anusha Dandekar’s video with the contest winners in Milan received 4.7M views and 1.5K
shares, while Nikhil Chinapa’s video with the contest winners in Thailand received 1.1M
views and 19K reactions.
RESULTS
9. “WE ACCEPT”
• In 2017, Airbnb responded to accusations
that some of its hosts were discriminating against
guests on the basis of race and gender by
introducing a nondiscrimination policy on their site.
Their ‘We Accept’ campaign was launched to
underpin Airbnb’s long-held values of community-
led and culturally diverse travel.
• Combining simple photography and melancholic
background music, the ad encourages viewers to
reflect on the core message outlined by the bold
typography in the centre of the frame. The result is
powerful and moving.
9
10. 10
• The #WeAccept campaign was Airbnb's 3rd largest driver of Earned Impressions of all-
time at over 87 million. On Twitter, #weaccept was the #1 used advertiser hashtag used
during the Super Bowl, as Airbnb generated over 33k tweets during the first half of the
game, more than any other advertiser, with overwhelmingly positive sentiment. Reactions
to the overall campaign were 85% positive (based on Airbnb internal tracker).
• Our Facebook and Instagram content supporting the campaign was shared over 90,000
times and received over 500k likes. We saw a 13% increase in site visitors (US and
Canada) the week following the super bowl, as well as a 7.2% increase in site visitors (US
and Canada) in the month following the Super Bowl.
• On Facebook specifically, we invested primarily in promoting the 30 second #weaccept
video and targeted all audiences across the political spectrum. The video was ultimately
viewed 19 million times and shared 100,901 times, including 18,600 shares from FB users
from conservative audience segmentation. It stands as our most shared FB video of all
time, and maintained a view rate that was consistently 15% above our benchmark across
all audiences.
• Perhaps most importantly, Airbnb's call to the public to open their homes to displaced
populations resulted in 15.4K total volunteer host signups to date.
RESULTS
11. 11
• With a mission “to create a world where people can belong through healthy travel that is local,
authentic, diverse, inclusive and sustainable,” Airbnb now makes over 5+ million unique spaces
accessible to travelers across 81,000 cities and 191 countries.
• The introduction of Experiences expanded Airbnb’s footprint in the hospitality sector by offering
“unprecedented access to local communities and interests through 15,000+ unique, handcrafted
activities run by hosts across 1,000+ markets around the world.”
“EXPERIENCES”
12. 12
• Today, the #AirbnbExperiences hashtag counts over 20,600
Instagram posts and continues to entice existing and potential
travelers of all kinds to “find adventures nearby or in faraway places.”
• With a contagious sense of curiosity and a foundation of trust
intrinsic to the brand, Airbnb forged ahead with a highly visual launch
new Experiences across social media.
• Elsewhere, Airbnb continues to inspire travelers with a seamless
Experiences strategy that extends across Twitter, Youtube and
Snapchat.
• Though travel lends itself well to a visual channel such as Instagram,
the key takeaway from Airbnb’s ongoing Instagram strategy for
Experiences is to reach potential customers through captivating and
thoughtful content that aims to connect, while leveraging emotional
impact to boost engagement.
RESULTS
15. 15
• AIRBNB.INC started as a small venture for its founders, Brian Chesky and Joe Gebbia, to
earn a few bucks in the expensive city of San Francisco which later turned to a full
fledged business of giving the tourists an experience of staying at home while travelling.
The consumers have played a huge role on the success of this company. They have been
supportive to the company with all of there social media campaigns. After reading about
consumers experience with airbnb its clear that the people like to connect to the different
societies and are open to have an experience of the cultures wherever they are travelling
to. Airbnb helps them connect with the locals who are staying in those places for a very
long time. This way they are able to have a one to one experience of both the cultures.
Airbnb’s campaign experiences have also opened the travelers to not bound them to few
tourist places but to connect to the locals and have an experience of what the place really
holds for them. Its not just bound to some museums or art galleries but to a more wider
areas. Its live there campaign which actually markets “don’t go there, live there”, this way
consumers were able to explore the city or the place they are visiting more closely than
ever.
• The company handles there social media pages with the real time pictures and captions
put up by the consumers themselves. Each and every post of there social media handles
are the experiences of there consumers.
CONCLUSION
