Superbrand Marketing Brief 2015
THE AIRBNB S TORY
Airbnb is the world’s largest community-driven hospitality company
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THE AIRBNB S TORY
Every day we connect thousands of guests and hosts online, leading to meaningful and unique experiences in the real world. Just this past weekend, we had 195,000 travelers checking into an Airbnb around the globe.
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THE AIRBNB S TORY
What started out as two hosts, three guests and a couple of air beds in a San Francisco apartment has grown to over 750,000 listings, 17 million guests in 190 countries, and a collection of listings in 34,000 cities around the world with accommodations for any traveler at any price point.
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AIRBNB ’ S OFFERING S
From a bungalow in Bali,
to a castle in Ireland, 8
a boathouse in Amsterdam,
or a brownstone in Brooklyn 9
AIRBNB ’ S OFFERING S
Airbnb offers a range of unique accommodations that let you experience the world’s culture, neighborhoods and people form an authentic personal and local perspective.
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AIRBNB ’ S OFFERING S
More importantly, we’ve built a community – a community of hosts and travelers who have embraced the idea of sharing, hospitality, and human connection
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AIRBNB ’ S OFFERING S
These people reject travel that’s predictable and sterile, and choose to stay with people who invite them to stay in their homes, live within their neighborhoods, eat at their favorite restaurants. Together with our community we hold up these ideas as ideals. We believe that these ideals will lead to a world that is more open, accepting and connected. A world where behind every door is a host, who treats you like family. A world where you can Belong Anywhere. 14
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OUR BR AND VISION
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Belong Anywhere 17
OUR BR AND VISION
We know Airbnb stands for something much bigger than travel or lodging. We are about people connecting and creating positive transformation in our lives.
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Our brand vision is to create a world where all seven billion of us human beings Belong Anywhere.
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OUR BR AND VISION
Belonging Belonging is one of the greatest and most primal drivers of humankind. We want to connect, share, relate, feel accepted, and feel safe.
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Anywhere Anywhere unlocks access to the entire world. On any given night, anywhere on Earth, there’s a home that’s interested in taking you in, and will treat you as a friend.
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BR AND AND BUSINE S S G OAL S
Airbnb is uniquely positioned to become one of the world’s great SuperBrands where we become elemental in people’s lives: ubiquitous, essential, loved, and transformative.
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BR AND AND BUSINE S S G OAL S
Why are we uniquely positioned for SuperBrand status?
Exponential growth and demand for travel accommodations worldwide ($1.5B currently with explosive growth in emerging markets) and the cultural insight of a profound human desire to belong.
With these, Airbnb has the opportunity to change the world, while we continue to scale and build lasting business.
We have a global network of passionate hosts and travelers (activating entrepreneurship and hyperlocal economies).
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BR AND AND BUSINE S S G OAL S
Brand Goal Our brand goal is for Airbnb to become the word of the year (why not a verb?) in the Oxford Dictionary; to be the global cultural curator of Belonging Anywhere.
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Business Goal Our business goal is to accelerate the growth rate of bookings around the world, with focus in key markets (US, Germany, UK, France, China, Korea, Japan, Singapore, Australia, Brazil). Airbnb goals itself toward driving a 25% bookings increase above our current annual growth trajectory. 27
THE A S SIGNMENT
Today we stand as the most interesting hospitality company in the world, but with relatively low awareness. Tomorrow we want to be understood, cherished, essential.
We’ll do this through a global, integrated campaign that gives meaning to who we are and what we stand for.
Understood
Cherished Essential 28
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THE A S SIGNMENT
It will transform us from one of the most interesting ‘storydoing’ platforms to one of the most compelling ‘storytelling’ platforms.
It should reflect the diversity of perspectives on belonging. It should shine a light on the breadth of Airbnb stories that give meaning to Belonging every day.
It should treat Airbnb hosts and guests as stakeholders, then heroes, in our brand and our message.
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THE CRE ATIVE INSPIR ATION
As humans, we intrinsically need to belong. This enables us to fulfill our highest potential. We have a desire of feeling a deep connection to the people and places around us.
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It is a feeling that we’re in this together. That we trust one another. Our sense of belonging is not fixed, but expands with our meaningful experiences.
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THE JOY FUL TRU TH
So Belonging Anywhere is accessible to every person on the planet
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THE C ONCERNING TENSION
While today’s world is more digitally connected than ever before, we are still plagued by conflict, fear and isolation.
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Even in crowded cities that trend toward globalization and commoditization present few opportunities for genuine connection to people, place, and culture, leaving us more isolated and distrusting of one another.
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THE S TORY TELLING DE VICE
Home is where people experience the deepest connection to people and place. When you can feel at home, anywhere in the world, even with a stranger, we show the world what it means and why it matters to Belong Anywhere. At Airbnb ‘home’ is not literally the structure, but metaphor for the space and people that make you feel connected to the world.
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A S SIGNMENT C ONSIDER ATIONS
Timing
Who do we want to talk to Current launch is Sept 22 (enduring campaign which will dimensionlize over time)
Geographies Global with key markets (US, Germany, UK, France, China, Korea, Japan, Singapore, Australia, Brazil)
Airbnb is a community of like-minded hosts and travelers that challenge the status quo and believe in our mission of Belong Anywhere. Our core target audience believes in a set of values and shares familiar attitudes, therefore it’s not a demographically defined group. Our hypothesis is that this mindset exists across multiple demographics: “I am adventurous” “Design matters to me” “I have a genuine interest in the people I meet” “I make friends easily” “I like to travel the unbeaten path”
Key Deliverables A manifesto film that gives meaning to Belong Anywhere
“I enjoy entertaining people in my home”
Campaign Goals Culture: Drive awareness and ownership of the Belong Anywhere ideology Conversation: Drive conversation and foster participation in the ideology/manifesto and storytelling
At a Minimum Campaign concept, including film scripts; conversation driving campaign elements (digital/social/mobile, exeriential); business reinforcing elements
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Consideration: Drive intent to book (active profile, verified ID, trip research); drive intent to host (active listing, updated calendar). End goal: Airbnb is your “go-to” for all travel and belonging experiences. Conversion: Drive core business metric (new users, new bookings, total supply, repeat bookings). End goal: Global hyper-growth with focus on key markets. 41