The peer-to-peer online travel marketplace Airbnb used Instagram Stories to generate buzz around its latest offering—Experiences on Airbnb—leading to an impressive double-digit lift in ad recall.
Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover and book unique accommodations around the world. The company recently launched Experiences on Airbnb, which enables people to explore a city with a local guide who shares their interests.
lift in ad recall
lift in association of Airbnb enabling travelers to book experiences
lift in association of Airbnb enabling travelers to book experiences (among 25- to 34-year-olds)
The accommodations site wanted to introduce people to, and generate buzz and excitement for, its newest feature: Experiences on Airbnb.
Airbnb is already well-known for its unique accommodations, but the team wanted to boost awareness of its latest offering: Experiences on Airbnb. The company decided to use Instagram Stories to generate buzz and build awareness around the unique product.
The team worked with media agency Starcom Worldwide, advertising agency TBWA\CHIAT\DAY and marketing technology company and Facebook Marketing Partner Amobee to develop a series of 15-second videos made specifically for Instagram Stories.
The videos were shot in the vertical video format and featured the unique experiences that people could enjoy through Experiences on Airbnb. One video, for instance, featured people canoeing, hiking and enjoying a campfire—all experiences offered by real hosts on Airbnb.
Airbnb then targeted its Stories to a broad audience of men and women aged 25–44 living in the US.
Engaging with this new format proved successful for the Airbnb team. Not only did it realize a 13-point lift in ad recall, but more people selected Airbnb as the platform that enables travelers to book experiences.