Cannes Lions

#HostWithPride

URBAN, Sydney / AIRBNB / 2016

Case Film

Overview

Entries

Credits

Overview

Description

Host with Pride was a seven part content series that featured Verushka Darling, the house proud, self-proclaimed hostess-with-the-mostess and premium property owner just like our target audience.

This was extended in a series of events, out of home executions and of course the Mardi Gras parade where Verushka through a party where everybody was invited to participate and belong.

Execution

In order to convey the message we focused on bringing the essence of what a hostess with the mostess has and is. We used a drag, and the natural comedy associated with this to bust myths and create engagement.

But we know that having guests over is no laughing matter that’s why we deliberately placed our hostess in premium surroundings to help potential owners (often in premium suburbs) identify with the content and reconsider joining Airbnb.

The style and sensibility of the content ran through all of our other executions, from our pre-Mardi Gras lawn party at Fair Day, to our delivery of surprise pineapples for new hosts (to show our appreciation, did you know that the pineapple is the international symbol of hospitality) through to the parade that was an inclusive event where we demonstrated that we want to create a world where any can belong anywhere.

Outcome

- We also turned comments into conversation with over 1498 comments, that became conversations about the campaign, Airbnb but most importantly why should host for Mardi Gras.

- 6143 shares of the campaign, sending it global

- 1,741,855 views/8,785,504 impressions

- Over 10,000,000 Press and PR impressions from coverage of the campaign

- People viewed 5 of the 7 episodes on average

- $0.02 per view, a record for Airbnb globally

- 2618 new members acquired

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