Host - Airbnb 2019
One of Airbnb’s strongest assets is its community.
As the company grew and more people started traveling on Airbnb, it became important to get back to our roots and make sure hosting was at the core of our messaging.
Except we had a problem
Nobody knew what hosting meant. Of the millions of Airbnb hosts, less than 2,000 listed Airbnb Host as a job on LinkedIn. Even in our product, “host” wasn’t a universally used term. So we embarked on a mission to make “hosting” a thing.
We felt the best way to do so was to let hosts define hosting, through their stories.
Snake House
Snake house was the second in the series. The focus of the Mexico team was to highlight unique and architecturally stunning homes in order to attract more hosts like Patricia.
DanvillE
The pilot, Danville, needed to prove that we could make creative that was watchable, instead of an ad or case study, and show the real story and personality of a host. It ran on Facebook in US, UK, France, Germany, Brazil, Mexico, India and Australia. It amassed over 2M views organically and was the most shared content of the year (outside of competitions).
Ryo's rural of life
We created the template for the video series so that regional teams could develop to it. This video came from the Japan team, who wanted to showcase hosts who had traditional homes as well as tap into the trend of young people moving out of the cities and helping to revitalise rural neighborhoods.
Marko's Leaf Home
The first in the series after our team evolved to have a core dedicated creative team. They helped define series style and were the first to call the series “host”. The Brazil team also wanted to highlight unique homes, so our strategy was similar to Mexico.
Nancy's Victorian Room
Once we had a good few in the series, they were used in an 8 figure ad campaign including TV, OOH and digital.
Homage hospitality
Homage hospitality came from a need to highlight more professional hosts who have exceptional hospitality. Plus, they have a great story.
