The peer-to-peer online travel marketplace used Instagram video carousel ads, Canvas and Facebook video to encourage travelers around the world to live like locals. The campaign drove a 6-point lift in purchase intent in Germany and Australia.
Based in San Francisco, Airbnb is an online community travel marketplace founded in 2008. The company’s service allows people to list or rent unique accommodations around the world, in more than 34,000 cities and 191 countries.
lift in purchase intent in the UK and India
lift in purchase intent in Germany and Australia
Airbnb wanted to reach people with its “Live There” campaign—which pointed to Airbnb as an alternative to mass tourism—and encourage people to book their next travel accommodation with the online marketplace.
Airbnb partnered with media agency Amobee and creative agency TBWA/Chiat to develop a Facebook and Instagram campaign that would reach people where they spend a majority of their time: mobile News Feed.
The ad creative highlighted the magical experiences that were made possible through Airbnb and its community of hosts. The team developed video ads, which were designed for Facebook and Instagram’s sound-off auto-play, that featured unique local experiences for travelers.
For instance, one video showed people watching a sparkling Eiffel Tower from the balcony of their vacation rental, while ad text encouraged others to “Live Here.” Another video showed a young boy dipping his croissant in whipped cream at a local café, again with ad text encouraging others to “Have a croissant at Le Pure Café.”
The Airbnb team also used carousel ads that displayed unique and local-focused experiences. Photos of a chic Parisian metro station or decadent French pastries, for instance, encouraged people to enjoy a more authentic travel experience.
Airbnb targeted the campaign to a broad group of people between the ages of 18–54 who were interested in traveling in the UK, Australia, US, Germany, France, South Korea and India.
The company was successful in reaching its target audience and encouraging them to live like locals when traveling. A Nielsen Brand Effect study found that the four-month campaign also achieved a 4-point lift in purchase intent in the UK and India and a 6-point lift in purchase intent in Germany and Australia.