Airbnb presentation

10
D&AD New Blood Awards Airbnb Strategy

Transcript of Airbnb presentation

Page 1: Airbnb presentation

D&AD New Blood Awards Airbnb Strategy

Page 2: Airbnb presentation

Interrogating the brief

Airbnb Background

• Airbnb is a website for

people to rent out

houses and lodge which

runs in 190 countries.It was clear Airbnb focused on

attaining an emotional

connection with their users –

the notion of ‘belonging’ and

‘community’ was continually

repeated in the brief and

made obvious through their

use of content strategy over

the years.

This alongside who a ‘new

audience’ would be was

further explored

Page 3: Airbnb presentation

‘New Audience’ Research

Research highlighted that regular users of Airbnb were those who were more ‘carefree’ and a ‘risk taker’ therefore

we chose to challenge ourselves and target the complete opposite target profile who wouldn’t use Airbnb – the

conscientious person. We asked what they thought of the service…

Page 4: Airbnb presentation

Airbnb’s Problem

The idea of ‘belonging’ is the centre of all airbnb’s communications at the moment –there is no focus on addressing the issues there are with the service which would reassure the ‘conscienscious’ person the service is safe

Insight

Content advertising focusing on how joining airbnb ‘makes you feel like you belong’ will not persuade users to use airbnb as it does not reassure the minds of the current and future community that the service is safe

Page 5: Airbnb presentation

Airbnb will act as a mutual friend, as it is the body of trust and reassurance through getting to know both the host and the traveller.

Page 6: Airbnb presentation

The StrategyTo grow the Airbnb community perceptions need to be changed, and the best way to do this is to

alter the services that are already in place.

Page 7: Airbnb presentation
Page 8: Airbnb presentation
Page 9: Airbnb presentation

An advertorial helps to raise awareness of the changes/features, to help remove scepticism

A recurring theme that we found was the more knowledge people have of something the more they trust it therefore the advertorial would include: • Airbnb’s unique history • how the service works which predominantly highlight the vast array of

communication features airbnb has in place for hosts and guests to get to know each other – linking airbnb to acting as the ‘mutual friend’

• The mission statement

Advertorial can be displayed in a number of different ways, in a range of magazines, adapting the apartments used to appeal to the audience of the particular magazine. This enables airbnb to reach a ‘global’ audience that they have.

A collage of screenshots of the new and improved website, alongside images of airbnb homes and friendly hosts – linking with the community theme

In order to entice readers to read the article, a image of a beautiful sunset from an airbnb hosts home will be included

To reach to the varied audience airbnb caters for we would place advertorials in wide-reaching publications such as the metro.

Page 10: Airbnb presentation

While the advertorial provides a large amount of information, more needs to be done to create awareness on a bigger scale. Here the ‘belo’ symbol has been transformed into the ‘mutual friend’. Each city will have a belo relevant to the location. The Billboard will be displayed across major cities, train stations and airports as a reminder to travellers of the service, as well as portraying the proposition clearly.

People will be invited to ‘take a selfie with the #belobuddy’ and upload it to social media to create awareness of the service, and put into action travelling with Airbnb as a mutual friend. Once uploaded they will be automatically entered into a number of prize draws related to airbnb.