What would it be like to “Live Anywhere” around the world with zero expenses? Wouldn’t it be a dream come true? Well, with Airbnb, it did come true for 12 individuals by giving them a chance to live in a new destination for a year! What is this Airbnb's "Live Anywhere" Campaign? Why did Airbnb go to such lengths of bearing the costs of 12 people? What was the motive behind it? Did their strategy work?
Let’s take a look at the case study of :
Airbnb's "Live Anywhere" Campaign.
Objective: To promote long-term stays and drive bookings for Airbnb's platform.
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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