As Airbnb scaled its core audience, they found themselves wanting to educate an upcoming audience who were just starting to form travel habits. That's when we stepped in.
Campaign Reach
Campaign Engagements
Female Audience
17 to 24
Airbnb reached a global audience through its practical service and authentic messaging. In doing so, they forever changed the face of modern travel. Rivaling the largest hotel chains, this community-driven, decentralized model introduced an affordable and more authentic option to see the world. While Airbnb had successfully tapped into the travel-savvy HENRYs (High Earning, Not Rich Yet) demographic that makes up the majority of their user base, they needed to educate an upcoming audience of women who were under the age 24, who were just starting to form travel habits.
It was a natural fit to leverage influencers to spread the values of community, diversity, and the celebration of our human experience. This Airbnb influencer campaign helped reach nearly two million people through trusted channels, sparking massive social conversations online with over 70,000 beloved engagements.
We had three primary objectives for a successful campaign:
1. Influence the travel habits of an upcoming generation of women ages 17 to 24.
2. Mass brand awareness on how Airbnb works.
3. Run an education campaign on traveling through the platform.
Airbnb needed a mass education campaign to reach the desired population. To reach this goal, Sugarfree partnered with their team to promote a series of content to engage users in this new travel lifestyle.
Sugarfree curated an all-star roster of YouTube influencers who breathe the Airbnb brand. The influencers traveled to an Airbnb of their choice and documented their experience in video to share with their fans and the world. They then mentioned and linked to the Airbnb video playlist, driving significant traffic and interest.
Due to the authenticity of Airbnb’s brand, it was important that the influencers really live the lifestyle and understand the product value.
Influencers NowThisIsLiving and Rachel Nguyen were chosen for the campaign. Their brand fit was high due to their frequency of travel and high engagement from women based fans in their teens and early 20s. This was the key demographic to educate, as they only now are starting to form the travel habits that will stay with them for the coming decades.
The influencers posted content over a series of days that addressed the entire lifecycle of Airbnb’s onboarding. They did so on multiple channels, touching on various topics that organically educated their followers about Airbnb. The campaign included platforms: Youtube, Twitter, YouNow, Facebook, Snapchat and Instagram. Each post was unique and curated for the medium, audience and education lifecycle.
This resulted in excited engagement from fans, as they started to dive into the Airbnb ecosystem. A whole new generation was learning how easy and innovative the booking platform is, as reflected in the comments and likes.
We had three primary objectives for a successful campaign:
1. Influence the travel habits of an upcoming generation of women ages 17 to 24.
2. Mass brand awareness on how Airbnb works.
3. Run an education campaign on traveling through the platform.
Submit the form below, tell us a bit more about your business, and we’ll be in touch shortly.
Are you an influencer? Sign up here
