A digital-first, integrated campaign to recruit new hosts and empower hosting. Continuing build Airbnb as a community-driven super brand.
This campaign would launch with an emotional campaign video and branch into out of home and social media advertising. Including a physical family album as a reminder of the campaign.
Experiential branding, art direction, copywriting for social media, brand script writing for TV commercial
This emotional video would detail the life of Zack, a potential airbnb host. A montage of his life memories growing up in this house with his Grandmother, ending with him using Airbnb to not sell the house and preserve all of his memories.
These stickers would be given to hosts who have decided to not sell their house. They would be put on for previous for sale signs outside of the house to advertise to other potential hosts.
To get potential hosts in the memory saving spirit, this campaign would have a facebook “game” where users can create a family scrapbook and invite other family members to help them create it. When finished, there will be an option to have it actually made.
A simple ad flipping through a printed book from the family album creation feature as a prompt to get involved in the campaign.
These printed versions of the albums users create will serve as a campaign souvenir and constant reminder to potential hosts.
This would be an addition to the Airbnb website as a new option.