AIRBNB’S TIKTOK GAMEPLAN
THE ASK
THE strategy
Airbnb’s reputation on TikTok had taken a hit on the platform. Horror stories about hosts, stays and guests were gaining more traction than positive brand stories. They wanted a new approach to the platform that gained them credibility and also gave space for the positive stories to shine.
Airbnb’s superpower is in the diversity of stays and hosts. There truly is a place for every person and interest. From stargazing in Joshua Tree to playing basketball on the rooftops of Croatia. This led us to formalize a strategy that reframed these stays into their interests and who they attract, not just the city and state that they’re in. We worked with creators to group the stays by interest and to produce TikToks to highlight them. We also worked with the hosts to provide strategic and creative consultation; from how to shoot their own photos to how to tell their own stories. .
THE “INFLUENTIAL”
For those friends who think their next post will be a viral, we found stays that have the perfect lighting, backdrops and wi-fi for them to achieve their dreams.
Avid book fans
We highlighted stays for writers and readers alike, showing them a slideshow of the coziest stays with reading nooks and writing desks.
The work
Beautiful architecture and design weren’t going to be enough to stand out. That space is too crowded, and we didn’t want to get drowned out by brands with more authority in the space.
We decided to highlight niche communities. What they celebrate, stand for, how they speak, and more. The more unexpected the community, the better.
cave dwellers
For those that love spelunking and the outdoors we took the chance to explore a cave-based Airbnb that came complete with all the expected amenities and a bonus cave-dwelling cat.