The three main objectives of the campaign were:

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Growth was first achieved in the United States before expanding globally, as Brian Chesky, co-founder and CEO of Airbnb , explains : “ At the beginning of 2011, we were primarily an American company. But it became very clear that international was really important. We are a travel company. Not being international is like your phone not having email, … So it became very clear that we had to be international, we had to be a global travel network.”

This international growth has been achieved in part thanks to the various local influencer marketing campaigns the brand has launched around the world. For example, in 2016, as part of its “ Live There ” campaign, Airbnb’s London team designed a townhouse where visitors could come to experience local food and music. The goal was to show travelers “the real London” that isn’t found in guidebooks. Airbnb then tapped 25 local influencers to amplify the event on social media. The results? 1,400 guests visited the house in just four days, and several million people learned about it online thanks to the engagement of activated influencers.

The “Live There” campaign aimed to bring a new dimension to travel and communicate to its audience the unique value that Airbnb offers to travelers. Created by TBWACHIATDAY , the global campaign included social activations across all networks , as well as 15-, 30- and 60-second TV spots and digital, outdoor and print ads.

The campaign also leveraged user-generated content via the hashtag #LiveThere (used over 40,000 times on Instagram at the time of writing) , showcasing the unique travel experiences available with Airbnb. The campaign created a high level of awareness and engagement with its target audience, resulting in a 4-point lift in purchase intent in the UK and India, and a 6-point lift in purchase intent in Germany and Australia, according to Nielsen Brand Effect research .

By collaborating with local content creators and directly using user-generated content, Airbnb has succeeded in no longer seeing itself as a US-only solution, but as a global one.

Inspired by Iceland to enhance the island's image and inspire travel
The eruption of the Icelandic volcano Eyjafjallajökull in 2010 caused the closure of flights across Europe and had a major impact on Iceland's attractiveness for tourist travel. In response to this natural disaster, the Icelandic government joined forces with the city of Reykjavik , several airlines (Icelandair, Iceland Express…) and nearly 80 other tourism-related companies to create the “Inspired by Iceland” campaign.

The official website states that “Inspired by Iceland is a public-private communication platform to promote Iceland and Icelandic products.” An Instagram account has also been created and already has over 158,000 followers. On the account, UGC (User Generated Content ) content is used to promote the beauty of the island and its stunning landscapes. A specific hashtag has also been created for the campaign #inspiredbyiceland which has already been used over 463K times. It’s enough to make travellers want to drop their bags off on the island again.

But the campaign is not limited to Instagram, Youtube has also been used in this promotional campaign in Iceland. Iceland has relied heavily on TrueView ads and various banners that can be activated on the social n it directors managers mailing lists etwork. Inga Hlín Pálsdóttir, the programme director, explained this choice by the profitability offered by this service : “ TrueView works on a performance-based cost-per-view model, which means that Inspired by Iceland only pays when the audience decides to watch the ad, generating quality leads .”



Reduce seasonality and present Iceland as a year-round destination,
Encourage tourists to travel further and stay longer,
Connecting Icelandic tourism businesses with consumers.
And the results exceeded initial expectations, as Inga Hlin Palsdottir notes: “We succeeded with extremely impressive results: more than 267 million reactions.

Through public relations, social media and paid advertising,
860,000 potential future visitors added to remarketing lists.