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Charlotte Pratt
ABOUT AIRBNB BELONG THE PROBLEM THE BIG IDEA THE DIGITAL AD SOCIAL MEDIA CONCLUSION METHODOLOGY BIBLOGRAPHY ILLUSTRATIONS APPENDIX
Can the feeling of ‘belonging’ fall into any location? AIRBNB challenge this, with the answer of that you can ‘belong’ anywhere and be part of a global community. AIRBNB is an alternative way to travel and see the world, with instead of renting out hotels, you are able to rent out a home. Bringing you closer to your missed home comforts while gaining experiences and meeting new people along the way. Joining AIRBNB you become part of one of the biggest global communities worth $10 billion. Exploring culture from the heart of a home, right to the tourist destinations, AIRBNB is about creating a once in a lifetime experience. Founded in 2008 by Brian Chesky, Joe Gebbia and Nathan Blecharczyk, this was a small idea which progressed to becoming one of the most conventional ways to stay and explore new locations. It allows you to become the host, to rent out your homes and rooms for keen travellers around the world, while also being a guest yourself and open to exploring and making new connections. The interest grew for AIRBNB from the day it started in its early beginnings. With 800 listings within the first year, the brand has progressed to be something more than just a community and a brand, but also an emotive and a lifestyle. Influenced by the word ‘BELONG’, AIRBNB is about connecting with their consumers, giving them the chance to feel ‘welcomed home’ in the most desired locations. At this time on average 38,000 people are using AIRBNB right now, either as a guest or a host. To this day one million bookings have been created within the brand, with a booking every 2 seconds with a forever growing community.
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AIRBNB’s Belo
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BELONG is a personal word which AIRBNB stands by and portrays through their marketing concepts and within the brand. However to every individual has a different perception of the word. The connections of feeling safe and accepted are the brands personal view on the word ‘BELONG’, which reflects on its consumers when using the service. It’s the key emotive to the brand and a keyword which is visible not just in their campaigns but motif as well. From the logo to the screen, AIRBNB reach out to their consumers in a range of ways, creating an emotional and personal connection. This can be through storytelling, blogging, right down to letting users take their own control of their own AIRBNB identity. Methods of their different campaign marketing involve emotive ideas, through fantasy, animations and ‘real-life’ experiences, such as ‘The Wall & Chain’ ad and ‘AIRBNB Views’. AIRBNB Views is a current example of the brands use of Buzz Marketing, to create a community fan base by “building excitement or anticipation about a product or service” (DILLON, 2007. p.96). This creates a trust-worthy bond with the current and potential consumers. When joining the community you are able to create your own identity and individual brand. This is possible, using the concept of Belo, the AIRBNB motif. Known as the logo that can be drawn and designed by anyone, Belo is a character based on belonging, which can be recreated to make yourself into a brand, either as a traveller or a host when you sign up to the AIRBNB community. It’s a huge representation to the brand, and is created with the concept of 4 words, people, places, love and AIRBNB. Belo is the emotive pathway which brings the brand and consumer together personally and is a logo which when viewed triggers emotion, for successful advertising education. It can be seen on every profile, social platform and advert, separating AIRBNB from its competitors.
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AIRBNB hold a two sided spectrum of consumers, from the traveller to the host. Both with similar aspirations, they differ through experiences and what they want to gain from AIRBNB. There isn’t a solid age group or gender to AIRBNB, however majority is in the late 30s+, which all hold the desire to travel and explore. The average AIRBNB traveller would hold key interests in experiences and culture, while focusing on an affordable price. However with travelling, comes the accommodation. There consumer doesn’t want to be sucked in to the use of hotels and to feel restricted. While visiting they want to get the full experience of there desired location, but also has a luxury of home comforts and the feeling of security and safety. AIRBNB caters these needs, with its selling point of renting our homes and staying with locals. To every AIRBNB traveller, a host is needed. With people willing to learn and experience new cultures abroad, members are just as happy to gain these benefits from the comforts of their home. The average AIRBNB host would have a secure job in a creative industry and will see their home as their own business. House proud and open to making friends, the member will hold the traits of being family orientated, and giving the beneficial experience. Using AIRBNB for them is efficient, and is an extra bonus to their income. Most hosts are past travellers who wanted to experience the brand from the other side of the spectrum. Both are highly experienced in social media, which plays a huge part of their lives, and keeps them connected with the new friends they make along the way using AIRBNB. With accounts on Facebook, and Instagram, they highly customize and work their way round there AIRBNB profile, modifying it to their own. .
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To many people, the feeling of ‘Belonging’ is about a sense of home and security, a feeling that can be hard to find while travelling. Asking both genders from the ages of 18-50 years what ‘belonging’ means to them, a positive response of ‘home, safety and acceptation’ was highlighted. The idea of feeling ‘homely’ while travelling seems like an emotion which seems near impossible, AIRBNB however make this possible. With more young adults willing to travel more often, due to word and mouth AIRBNB can be an ideal alternative to gaining a full experience for them, while staying in affordable accommodation. When conducting a survey based on AIRBNB as a brand 90% of 18-25 year olds responded, with 60% not being aware of the service or the brand. This is the key problem that needs to be tackled and solved through a new big idea. The main focus to attract the young consumer, and engage them into the brand. Our consumer will be aged 18-28, the key years to independent travelling with friends and peers. Outgoing and involved in a wide social circle, our consumer is a big influence on its peers, being a key traveller and holds huge interest in foreign culture. Our consumer is a current student, studying a creative course in Art & Design at University. Being a student and studying full time can restrict their urge to travel as money can be an issue with first trips away independently can be an anxious experience. AIRBNB will allow them to travel at affordable prices, and even cater for those last minute weekend away with friends, and reassure the safety and security of travelling independently. They are creative and open to taking on risks, either in their passion or what they want to experience. Additionally, when they are out of study hours, apart from being outgoing and visiting friends our consumer spends majority of their time online and interacting through Facebook, Twitter, Instagram and additionally the hype of Blogging. There use of social media is a heavy influence on our consumers aspirations, and there knowledge on travel and the tourism industry. They use Facebook as their key sharing tool to exposing current experiences through images and videos. This campaign advert idea will draw them into using AIRBNB allowing them to feel inspired and willing to try out the brand for them.
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Taking huge inspirations from ‘AIRBNB Views’ advert, the new digital ad needs to engaging, while also demonstrating ‘belonging’ and channelling a trustworthy connection. ‘AIRBNB Views’ was launched globally, such as in locations being UK US, South Korea, Singapore and all around the Europe. Created by Pereira O’dell, the AD was only shown online through social media such as Youtube and Facebook, but has become one of AIRBNB’s most successful campaigns due to its style of filming and the use of a ‘true story’ experience. Using the influences of AIRBNB views and keeping in mind of the younger audience we want to capture and focus on, Storytelling theory of marketing is an ideal route to go down. Used for almost every digital campaign they have created included AIRBNB Views, the storytelling theory is ideal way in grabbing current and potential consumers. “Story-telling of such enactments includes conversations between consumers and brands on both unconscious and conscious levels of thinking” (Woodside, A. Sood, S. And Miller, K E. 2008, p.98). Watching a story, or viewing/hearing about an experience can give us an desire to experience that too, through positive views, hence why past campaigns have been so successful.”92% of consumers want brands to make ads that feel like a story” (WEINROTH, 2014) This theory and style of marketing be used for the new digital campaign when introducing and bringing the younger generation to join the community. As for younger travellers, the audience are an influence to each other, through story telling over social media. Seeing peers on holiday and sharing experiences is one of the main reasons why most teens go to travel independently at such a young age. The new digital AD will contain current popular places of travel, as chosen by 18-25 age group, such as Thailand, Amsterdam, New York etc. These will be the key locations to be seen in the new digital AD, due to its commercial popularity and interest it has brought with young travellers. The AD will hold heavy influences from AIRBNB Views, with POV camera angle and displaying emotive experiences. Taking huge inspirations from ‘AIRBNB Views’ advert, the new digital ad needs to engaging, while also demonstrating ‘belonging’ and channelling a trustworthy connection. ‘AIRBNB Views’ was launched globally, such as in locations being UK US, South Korea, Singapore and all around the Europe. Created by Pereira O’dell, the AD was only shown online through social media such as Youtube and Facebook, but has become one of AIRBNB’s most successful campaigns due to its style of filming and the use of a ‘true story’ experience . .
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Using the influences of AIRBNB views and keeping in mind of the younger audience we want to capture and focus on, Storytelling theory of marketing is an ideal route to go down. Used for almost every digital campaign they have created included AIRBNB Views, the storytelling theory is ideal way in grabbing current and potential consumers. “Story-telling of such enactments includes conversations between consumers and brands on both unconscious and conscious levels of thinking” (Woodside, A. Sood, S. And Miller, K E. 2008, p.98). Watching a story, or viewing/hearing about an experience can give us an desire to experience that too, through positive views, hence why past campaigns have been so successful.”92% of consumers want brands to make ads that feel like a story” (WEINROTH, 2014) This theory and style of marketing be used for the new digital campaign when introducing and bringing the younger generation to join the community. As for younger travellers, the audience are an influence to each other, through story telling over social media. Seeing peers on holiday and sharing experiences is one of the main reasons why most teens go to travel independently at such a young age. The new digital AD will contain current popular places of travel, as chosen by 1825 age group, such as Thailand, Amsterdam, New York etc. These will be the key locations to be seen in the new digital AD, due to its commercial popularity and interest it has brought with young travellers. The campaign will hold heavy influences from AIRBNB Views, with POV camera angle and displaying emotive experiences. The use of POV angle when in film can create an emotive pathway from campaign to consumer watching it. I was inspired to use POV angles not just from AIRBNB Views ad, but also the exhibition ‘Follow me’ by Murad Osmann. His use of snapping shots of each locations of the world behind his girlfriend and in direct POV of himself, gave a sense of freedom, and projected his experience through imagery and not words. This is a key result I want from my digital campaign. Still with sharing an experience and locations through imagery, ‘belonging’ still needs to be demonstrated. Referring back to candidates meaning’s of ‘belonging’ linking to home and security, it’s vital for this to be combined. Taking inspiration from Belo, and the use of it being anyone can draw it, can add more of a personal level to the ad. Still using the idea of POV, the ad will play around with forced prospective. In each location, a BELO logo will be on show, held up on a scrunched piece of paper with a doodled house surrounding it. This will be held up to forced perspective, lining up Belo, and the house image in every location. This will signify that ‘anywhere can be home’, and let the audience envision their AIRBNB rental home. Using POV angles creates a instant personal connection, but “as a marketing strategy, these ads are extremely effective because of their ability to deliver an experience to the audience”- (DOOLEY, 2013) The use of forced perspective and of POV angles will not just create a personal view, but will also add a slight touch of fantasy and imagination, a big output of ‘Wall & Chain’ advert. The new digital AD will be a overall mixture of the both, but projected in a way to the viewers that they CAN experience this, through desire of the service. Heavy inspirations for this use of imagery is by photographer Matt West, and his forced perception image based on painting a building and a clash of fantasy world and reality. When creating the new digital ad, the AIDA model needs to be considered to become successful. The campaign needs to be including, Action, Interest, Desire and Attention. On regards of use of camera angles, desire has been executed, by the use of popular holiday destinations. This also links up to interest, bringing in the young audience and their key interest in travel. Action is taken by potential consumer to then buy into or have interest into the brand, due to influences of the advert.
When created, the digital campaign needs to then reach the consumer, being the main focus on young adults. With majority being unaware of the brand, AIRBNB need to reach out to them ideally on social media, one of the most active platforms a young adults lifestyle. With their desire to travel coming alot of peers experiences, social media is an ideal way to reach to them in a influential way. AIRBNB campaigns are mainly shown through their own Youtube channel, while also appearing on their Facebook page on release. Facebook can be seen the most powerful out of all social medias to release on. With “ In fact, 42% of stories shared on users’ Facebook timelines were travel experiences.” (Mintel, 2013) Falling behind will be other social media platforms such as Twitter and additionally blogging. Each of these platforms play huge parts of a young adults life. Displaying the advert through these channels, should influence the viewers without realising. With abilities, to share, post and retweet, the AD can progress around the audience with the modern aspect of word and mouth. However to make an advert successful and keep a constant growth in the brands community, an element of keeping the consumer and the brand connected practically needs to be included. “Current trends show that social networking sites are migrating towards niche interests and smaller communities” (FRICK, 2010 p.187) As most travellers stories are shared online and is a big influence into buying into the tourism market, sharing experiences individually alongside the campaign can be additionally effective. Using the power of the hashtag (#), the popular way to see what’s trending in the world on Twitter and Facebook, our ideal consumer will be able to hashtag ‘Home can be anywhere’ and link it with an photograph or an location in the world. This will allow each of our consumers to communicate, share experiences and also inspire each other into the world of exploring. With the audience taking part and constantly posting and sharing, this can be seen as the Viral Loop in marketing. This will push the strategy of Word and Mouth, one of the most powerful ways to market to the younger audience. .
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Overall, the new campaign AD will not just benefit our consumer and there experiences and options for travel but in the long run will boost AIRBNB’S online marketing the expand there audience to a more aspirating, willing age group. It will solve the problem of AIRBNB being unrecognized to the young persons tourism knowledge and will allow the consumer to have a trustworthy brand as an option for accommodation, while also have the chance to get involved with a community which share similar experiences, wants and needs. The AD keeps in line with the brand, and keeps AIRBNB’S personality and attributes intact, but has the element of engaging the young consumer, while also attracting their current older market. With the use of social media this can be an AD that can be shared, hashtagged and reposted unlimited amount of times, making it an ever growing concept to the new and current market. .
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To solve my problem my creative concept I have to work with research which is down by the matter of opinion, with fitting statistics. Due to having to reach the younger audience, I had to use popular active platforms such as Facebook and Twitter, while channelling my surveys through reliable sites. Additionally I have to engage on a personal level with my candidates, with practical ways of interacting and gathering my findings • When gathering my research I intended in contacting my candidates in all platforms. Using Typeform as my platform for all my surveys which were spread across a range of social platforms. Additionally, to gain a more personal approach I intend to create q-cards, with one question allowing more a individual opinion. When contacting AIRBNB members with questionaires, I intend in going through AIRBNB website as general, as they hold huge amount of activity on the website and I will be able to find the ideal candidates. • Samples will be gathered through social networks, ranging them together through reports. • Measurements for surveys were made through percentages and averages. Questionaires and q-cards will measured by amount and opinion.
Word Count: 2609, Bergstr, M. (2008) Essentials of Visual Communication. Laurence King Publishing. Dilllon, Susan. (2007) The Fundamentals of Fashion Management. AVA Publishing. DOOLEY, M. (Nov 10. 2013) Why Inbound Video Ads Should Use First Person Angles. [Online] Inbound Marketing Agents. Available from: http://www.inboundmarketingagents.com/inboundmarketin-agents-blog/bid/323860/Why-Inbound-Video-AdsShould-Use-First-Person-Angles. [Accessed: 21/12/2014] Frick, T. (2010) Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing [Online] Taylor & Francis. Avaliable from www.books.google.co.uk/books?id=iNFGLT_ GTc4C&source=gbs_navlinks_s [Accessed: 2/1/2015] MINTEL. Kelly, J (2013) The Impact of Social Media on Tourism. [Online] Available from: http://academic.mintel.com/display/643811/ [Accessed: 2/1/2015] Rawal P. (Jan 2013) AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. Vol 1. IRC Journals [Online]. Available from: http://ircjournals.org/vol1/37-44.pdf [Accessed: 20/12/2014] RUSH, B C. (May 22 2014) Science Of Story Telling: why and how to use it in your marketing. The Guardian [Online]. Available from: http://www.theguardian.com/media-network/ media-network-blog/2014/aug/28/science-storytelling-digitalmarketing [Accessed: 20/12/2014] Young, J.W. (2003) A Technique for producing ideas [Online] McGraw Hill Professional. Available from: www.scribd.com/ doc/32292623/A-Technique-for-Producing-Ideas#scribd [Accessed: 4/1/2015] WEINROTH, A. (May 22 2014) Infographic: The Science Of Story Telling. [Online] One Spot. Available from: https://www.onespot. com/blog/infographic-the-science-of-storytelling/. [Accessed: 18/12/2014] Woodside, A. Sood, S. And Miller, K E. (2008) When Consumers and Brands Talk: Storytelling Theory and Research in Physchology and Marketing. Vol 25. Wiley Interscience.
Figure 1. Own Photography. (2014) New York City Figure 2. Unknown Uploaded User. (2014) Pinterest [Online] Figure 3. Unknown Uploaded User. (2015) Pinterest [Online] http://www.pinterest.com/pin/316237205059839340/ [Accessed: 3/1/2015] Figure 4. B-Europe. (Unknown) https://www.b-europe.de/Reisen/Reiseziele/Paris [Accessed: 5/1/2015] Figure 5. Unknown Uploaded User. (2015) Pinterest [Online] http://www.pinterest.com/pin/316237205059839340/ [Accessed: 3/1/2015] Figure 6. Logo Design Love. (2015) Pinterest [Online] http:// www.pinterest.com/pin/316237205059460056/ [Accessed: 4/1/2015] Figure 7. Figure 8. Paris (2015) Pinterest [Online] http://www.pinterest. com/pin/316237205059839532/ [Accessed: 4/1/2015] Figure 9. Unknown Uploaded User (2014) Pinterest Figure 10. Own Edit (2015) The Consumer Figure 11. Pinterest Board (2015) AIRBNB [Online] http://www. pinterest.com/charlotteepratt/airbnb/ [Accessed: 4/1/2015] Figure 12. AIRBNB Views AD (2014) Youtube [Online] https://www. youtube.com/watch?v=_yfXzD7tnbM [Accessed 20/12/2014] Figure 13. Concept Moodboard (2015) Pinterest Figure 14. Mock-up Advert (2015) Own Edit Figure 15. AIRBNB Twitter (2015) Screenshot Edited [Online] https://twitter.com/airbnb [Accessed: 10/1/2015] Figure 16. AIRBNB Facebook (2015) Screenshot Edited [Online] https://www.facebook.com/airbnb [Accessed: 10/1/2015] Figure 17. Mock-Up Advert (2015) Own Edit Figure 18. Living space (2014) Pinterest [Online] http://www.pinterest.com/pin/316237205057371599/ [Accessed: 11/1/2015]
AIRBNB MEMBERS INTERVIEW Brenda, from Bath - AIRBNB host What first attracted you to sign up with AIRBNB? Publicity that Airbnb was generating in the media. What word would you use to sum up your experience using AIRBNB? Perfect - it fits with what we need - it is my sisters flat, she lives abroad so we can rent it out when she is not in the country. Why do you feel AIRBNB is the best way to travel and explore new locations? Freedom of not staying in a hotel, (website hidden) where in particular Any key locations you would like to visit? I have kids, so not doing much travelling myself What would be your dream house to stay in? Bath is a two/ three night break destination. People visit on a city break, not really any longer. Good luck Brenda Iva, from Bath - AIRBNB host What first attracted you to sign up with AIRBNB? I needed to make extra income, I had had a good experience using Airbnb as a guest, and I thought it would be a convenient platform for short lets. What word would you use to sum up your experience using AIRBNB? One word?! Efficient Why do you feel AIRBNB is the best way to travel and explore new locations? This question is too leading: I don’t necessarily think this. However I would be likely to use Airbnb to travel and explore new locations because it’s often good value for money, the places you can stay in are interesting and you get the benefit of the host’s friendliness and local knowledge. Any key locations you would like to visit? Nowhere specific but I’m interested mainly in non-city locations, in beautiful natural landscapes. What would be your dream house to stay in? A tree house with a swimming pool and a pasture of horses grazing outside. Using 3 words, how would you describe your typical guest who uses AIRBNB? Considerate, friendly, kind