The Airbnb "We Are Here" campaign is a prime example of how a company can use experiential marketing to connect with its audience on a deeper level. Launched in 2014, the campaign aimed to highlight unique travel experiences and the role of Airbnb hosts in providing authentic and personalized stays.
Background
- Launch Date: 2014
- Creator: Airbnb's in-house marketing team and various production partners
- Objective: To showcase the unique, local experiences that Airbnb hosts offer, differentiating Airbnb from traditional hotel stays and emphasizing community and hospitality.
Strategy
1. Live Streaming and Real-Time Interaction:
- The campaign featured live-streamed experiences on platforms like Periscope and YouTube, where viewers could see Airbnb hosts offering tours of their cities and homes in real-time.
- This real-time interaction allowed potential travelers to engage with hosts, ask questions, and see firsthand what staying at an Airbnb property could be like.
2. Storytelling Through Hosts:
- The campaign focused on the stories of Airbnb hosts, highlighting their unique properties and the personalized experiences they offered.
- By showcasing hosts' personalities and the special touches they brought to their guests' stays, the campaign aimed to build a sense of trust and community.
3. Multi-Platform Approach:
- The campaign utilized a variety of digital platforms, including social media (Facebook, Twitter, Instagram), Airbnb's website, and email marketing, to reach a broad audience.
- High-quality videos and live streams were central to the campaign, ensuring engaging and visually appealing content.
4. User-Generated Content:
- Encouraging guests to share their own experiences on social media using specific hashtags helped create a wealth of user-generated content.
- This not only increased engagement but also provided authentic testimonials that potential travelers could relate to.
Key Campaigns and Milestones
1. Live-Streamed City Tours:
- Airbnb hosts from different cities around the world took viewers on live-streamed tours of their neighborhoods and homes.
- These tours provided a behind-the-scenes look at what guests could expect, showcasing local attractions, hidden gems, and the unique qualities of each host's property.
2. "Night At" Campaigns:
- Airbnb offered unique, once-in-a-lifetime stays in extraordinary locations, such as a night at the Great Wall of China, a stay in a shark aquarium, and an overnight in a LEGO house.
- These high-profile stays generated significant media coverage and social media buzz, attracting attention to Airbnb's innovative approach to travel experiences.
3. Host Stories:
- Video series and blog posts featured in-depth stories about individual hosts, their motivations for hosting, and the memorable experiences they provided to guests.
- These stories humanized the brand and highlighted the diversity and authenticity of Airbnb accommodations.
Impact
1. Brand Perception:
- The campaign successfully positioned Airbnb as a provider of unique, local, and personalized travel experiences, differentiating it from traditional hotels.
- It reinforced the idea that staying at an Airbnb property offered a more authentic and community-oriented travel experience.
2. Market Growth:
- Following the campaign, Airbnb saw a significant increase in bookings and host sign-ups.
- The focus on unique experiences and personalized hospitality attracted a broader audience, including travelers seeking more than just a place to stay.
3. Cultural Impact:
- The campaign contributed to the growing trend of experiential travel, where travelers seek meaningful and immersive experiences rather than standard tourist activities.
- Airbnb became synonymous with this trend, appealing to a new generation of travelers looking for authenticity and local connections.
Key Takeaways
- Experiential Marketing:
Highlighting real, local experiences provided by hosts created a compelling and authentic narrative that resonated with travelers.
- Live Interaction:
Real-time tours and interactions with hosts helped build trust and excitement, giving potential guests a clear picture of what to expect.
- Storytelling:
Focusing on the stories and personalities of hosts personalized the brand and emphasized the unique value proposition of Airbnb.
- User-Generated Content:
Encouraging guests to share their own experiences amplified the campaign's reach and provided genuine testimonials.
Key Learnings from the Airbnb "We Are Here" Campaign
Experiential Marketing:
Lesson: Create immersive and authentic experiences that allow customers to engage with the brand on a personal level.
Implementation: Develop campaigns that provide hands-on experiences, such as live-streamed events, interactive tours, or real-life experiences that showcase the brand’s unique value proposition.
Community and Storytelling:
Lesson: Highlight the stories and personalities of the people involved in the brand, such as hosts in the case of Airbnb, to create a sense of community and connection.
Implementation: Use storytelling to humanize the brand and connect with customers on an emotional level. Feature real people and their stories in marketing materials.
Leveraging Technology:
Lesson: Utilize digital platforms and live streaming to reach a broader audience and provide real-time interaction.
Implementation: Incorporate technology such as social media, live streaming, and virtual tours to engage with the audience and showcase the brand’s offerings.
User-Generated Content:
Lesson: Encourage customers to create and share their own content, which can enhance authenticity and spread the brand message organically.
Implementation: Create campaigns that invite users to share their experiences, stories, and reviews on social media using specific hashtags.
Personalization:
Lesson: Offer personalized experiences that cater to individual preferences and needs.
Implementation: Tailor marketing efforts to highlight how the brand can provide unique, personalized experiences for each customer.
Types of Problems Solvable Using This Strategy
Lack of Brand Awareness:
Problem: New or lesser-known brands struggling to increase visibility.
Solution: Use experiential marketing and storytelling to introduce the brand in a memorable and engaging way. For example, organizing interactive events or live-streamed experiences that showcase the brand’s unique aspects.
Building Community and Loyalty:
Problem: Difficulty in creating a loyal customer base.
Solution: Foster a sense of community by highlighting stories of users or customers, encouraging user-generated content, and creating platforms for interaction and engagement.
Increasing Customer Engagement:
Problem: Low customer engagement with the brand.
Solution: Implement interactive and personalized marketing campaigns that invite customers to participate, share their experiences, and connect with the brand on a deeper level.
Differentiating from Competitors:
Problem: Standing out in a crowded market.
Solution: Highlight the unique value proposition through immersive experiences and real-life stories that differentiate the brand from competitors.
Educating Consumers:
Problem: Consumers lack understanding of the brand’s offerings or benefits.
Solution: Use live streaming, virtual tours, and storytelling to educate consumers about the brand’s products or services in an engaging and interactive manner.
Enhancing Customer Trust:
Problem: Building trust with potential customers.
Solution: Showcase authentic user experiences and testimonials through user-generated content and personalized stories to build credibility and trust.
Practical Implementation Strategies
Organize Interactive Events:
Host live-streamed tours, virtual events, or pop-up experiences where customers can interact with the brand in real-time.
Feature Real Stories:
Highlight the stories of customers, employees, or community members in marketing campaigns to humanize the brand and create emotional connections.
Encourage User-Generated Content:
Create hashtags and invite users to share their experiences, reviews, and stories on social media, amplifying the brand’s reach organically.
Utilize Technology:
Leverage social media platforms, live streaming, and virtual reality to provide immersive and engaging experiences for customers.
Personalize Marketing Efforts:
Tailor campaigns to individual customer preferences and needs, offering personalized experiences that make customers feel valued and understood.
Create Educational Content:
Develop informative and engaging content that educates consumers about the brand’s offerings, using storytelling and interactive elements to maintain interest.
By applying these strategies from the Airbnb "We Are Here" campaign, organizations can effectively address a variety of marketing challenges, build stronger customer relationships, and create memorable, engaging experiences that drive brand loyalty and growth.