AIRBNB
Team: Hasib, Claudia, Stephana
Category: Short-Term Home Rental
Published: Fall 2023
C / Client & Campaign
CLIENT
Airbnb
CHALLENGE
Airbnb’s safety image has been damaged by recent events, a lack of awareness of new safety measures, and reduced trust from consumers, especially women.
TASK
Increase favorability and preference while generating top-of-mind awareness.
O / Objective Research
38%
Safety is the biggest barrier to solo travel
80%
travel decisions are made by women
55%
spend more time planning vacations instead of retirement.
Secondary research conducted by the team, find sources here!
AI Tools used: Open AI - ChatGPT Pro, Microsoft - Copilot, Google Gemini,
SDRS, SIMMONS, Mintel
M / Market Insight & Strategy
PROJECT
A 3-month (Feb-April) long campaign to Increase favorability and preference while generating top-of-mind awareness.
INSIGHT
Getaway is invaluable if it aligns with personal well-being - happiness and safety
MARKETING GOAL
Promote safety as the top priority to regain consumer trust and re-establish Airbnb as the first-choice
MEDIA OBJECTIVE
Drive trial and increase favorability & top-of mind awareness.
M / Market Insight & Strategy
LOCATION
Digital: Nation-wide
OOH: Shopping Malls – Las Vegas, NV, Jacksonville, FL, Fort Worth, TX and Hartsfield–Jackson Airport (ATL), Atlanta, GA
STRATEGIC FIT
Collaboration with Uber x Airbnb Collab 25% Discount on Airbnb booking for Uber users who are traveling, 130M monthly Uber user X 45M Airbnb users in the US
Out of Home
30%
Streaming TV
25%
Social
25%
Paid Search
10%
CRM
10%
Out of Home
Platform: Billboard, Bus Stop, Elevator Wraps
Type: Image with scan to book, direct to website
Streaming TV
Platform: Netflix, Hulu
Type: :15 Ad in Travel and Food show
CRM
Platform: App (60M), Email, SMS, Website (290M)
Type: Notification, Deals, SMS, Email, Newsletter
Search
Platform: Google, Bing, and Yahoo
Type: Optimized raking with keywords, page, and content
Paid Social
Platform: Facebook, Instagram, TikTok
Type: Text with Images, Animated Image
A / Aligning Creative
Airbnb is a homely adventure, bringing comfort and safety that cannot be found at traditional lodging stays.
Campaign Tagline: Not a vacation but home to you
Campaign Flight and Investment
S / Success Metrics
↑20%
Favourability
↑15%
Booking
↑3%
Net Promoter Score
S / Strategy Optimization
Monitor and Evaluate
Monitor, track KPIs, assess
Stay Flexible and Agile:
Adapt, respond, pivot
Learn and Iterate:
Analyze, inform, improve.
