Amobee & Airbnb - Marketing Campaign of the Year

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Company: Amobee, Foster City, CA
Company Description: Amobee is a global marketing technology company serving the world’s leading brands and agencies. Amobee’s unified platform enables marketers to seamlessly plan and activate cross channel, programmatic media campaigns using Amobee's patented Brand Intelligence technology, and includes ads API integrations with Facebook, Twitter, Instagram, Pinterest and Snapchat.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Travel / Tourism / Destination

Nomination Title: Airbnb Partners with Amobee to Launch Global Cross Channel Digital Advertising Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Airbnb is the leading, trusted community marketplace for people to list, discover and book unique travel accommodations around the world. Airbnb connects people to unique experiences in more than 191 countries and provides an easy way for people to monetize their extra space and showcase it to an audience of millions.

Disrupting the travel industry with purpose-driven innovation, Airbnb’s global marketing messages revolve around five core tenets to inspire conversation, put good deeds above messages, and support human truths, while seeking global resonance and local relevance in a measurable way.

Research identified that 86% of Airbnb users want to embrace local culture when they travel. This inspired Airbnb to create meaningful impact with their advertising by using video to promote an authentic, local perspective. The integrated campaign supported the brand’s core tenets by urging travelers to “Don’t just go there. Live there.” The campaign also aided awareness of Airbnb’s new mobile app features and guidebooks to show travelers opportunities to live like locals.

Airbnb partnered with Amobee to simultaneously reach over 100MM+ users, across 5 different channels (Facebook, Twitter, Pinterest, Instagram and video) and 6 different countries (Australia, Germany, India, South Korea, UK & US) to drive consumer engagement and brand awareness for Airbnb’s global cross channel digital campaign, “Live There.”

The travel brand understood the power of digital video and the social channel to extend the impact of its “Live There” TV spots and further inspire travelers to reimagine what it is to travel, by emphasizing the authentic and charming experiences made possible through Airbnb and its community of over 2 million homes.

Amobee utilized innovative, first-to-market ad units including Facebook Canvas and Instagram Video Carousel formats to reach Airbnb’s target audience across six countries. The focus of these video units featured exciting destinations like Paris, Tokyo and Venice, with an inviting voiceover encouraging travelers to immerse themselves in local culture by booking their next adventure through Airbnb.

Airbnb leveraged Amobee’s proprietary Brand Intelligence technology, which analyzes over 60 billion digital content engagements daily (what people are reading, watching, engaging with). The data and insights from Amobee Brand Intelligence informed audience targeting strategy and amplified Airbnb’s ad placements across Asia by identifying the target audience’s top digital interests.

By strategically delivering Airbnb’s interactive video ad units that encouraged users to share campaign messages with ease around emerging and real-time trends and interests, Airbnb was able to drive views, mentions and responses from the right consumers at the right time.

Variations of the ads were tested in each local market to learn which videos resonated with audiences driving the most engagement. Optimizations were made based on real time and historical insights using Amobee’s unified marketing technology platform.

Utilizing Amobee’s unified platform with global scale, Airbnb’s ads were delivered around emerging trends and interests which efficiently improved reach among the intended target audience, ultimately transforming personal interests into a global connection.

Overall, Airbnb reached over 101 million global users with the “Live There” digital campaign, driving 70 million video views at an average view-through rate of 10.09%. Consumer engagement with the Airbnb brand was also measured at 230,000+ minutes of time spent in the immersive Facebook Canvas ad experience. All markets exceeded completion rate benchmarks, with South Korea leading at 86%.

Airbnb’s digital campaign successfully extended the brand’s broader marketing efforts, including TV and print efforts.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• Airbnb and Amobee utilized innovative new digital products, including Facebook Canvas Ads, Instagram Video Carousels and Twitter Conversational Video Units.
• Airbnb reached over 101 million global users with the “Live There” digital campaign, driving 70 million video views at an average view-through rate of 10.09%.
• Consumer engagement with Airbnb was measured at over 230,000 minutes of time spent in immersive Facebook canvas ads.
• The Twitter Conversational Video units drove a 51% higher video view rate compared to Twitter’s travel industry benchmark. The units also inspired conversation, resulting in 1,000+ responses and 4,000+ mentions using Airbnb’s hashtag #LiveThere.
• Across Twitter, campaign awareness increased by 14% within the 92nd percentile of the travel industry. Message association increased by 15% within the 99th percentile of the travel industry.
• All geographic markets exceeded completion rate benchmarks, with South Korea leading at 86%.