Strategy: Airbnb partnered with a few of its top-rated hosts to create a unique campaign called "Live Anywhere." The campaign offered 12 people the chance to live in a new Airbnb location every month for a year, with all expenses paid. These individuals were tasked with sharing their experiences on social media, giving audiences a glimpse into what it's like to live like a local in various destinations around the world.
Results: Airbnb's "Live Anywhere" campaign generated a significant amount of buzz and engagement on social media. The campaign received over 223 million impressions and nearly 1 million engagements. Additionally, Airbnb saw a 10% increase in long-term stays during the campaign's run.
Key Takeaway: By partnering with its own hosts and creating a unique experience that aligns with its core values, Airbnb was able to generate a significant amount of buzz and drive bookings for its platform.
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