Airbnb is the global travel community and marketplace that gives people access to unique accommodation, opportunities, and experiences. With four million places to stay worldwide, the company is driven by a focus on matching travellers to the right accommodation for their needs.
In 2017, Airbnb launched the global “Brought To You By” campaign to demonstrate great accommodation options and authentic experiences available for families and children when travelling.
In Australia, Airbnb Australia (@airbnb_au) partnered with Twitter and Amobee (@amobee), a Twitter Marketing Partner, to bring the campaign to life. Focusing on video, the campaign sent families on holidays around the world, and recorded their experiences while staying in Airbnb accommodation.
The captured videos were long-form in order to provide captivating content for audiences and engage them quickly at a lower cost than typical tactics. Airbnb also created short-form Video Cards and shared them on Twitter to capture wider audience interest and convert the potential audiences to the longer form content. Airbnb used Amobee’s Brand Intelligence platform to target a refined audience segment, comprising people who had recently engaged with travel sites or engaged with specific travel terms or content for families.