airbnb presentation
Post on 16-Aug-2015
151 Views
Preview:
TRANSCRIPT
D&AD New Blood Awards Airbnb Strategy
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
‘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…
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
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.
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.
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.
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.
top related