Michael Schaecher – @mschaecherMichael Schaecher – @mschaecher

Overview

The Airbnb “Life Campaign” was a key component of our Q12012 marketing strategy and international launches. With January being peak travel booking season and international launches imminent, we knew we were going to be receiving a dramatic increase in first time visitors.

The goal of the campaign was to put a human face on our community, generate interest in hosting and address trust and safety concerns by showcasing a cross section of our hosts, their spaces and their motivations. We shot video and photos in 8 different cities and localized a microsite in 12 different languages to showcase our host stories to the world. The result: a microsite that converts 10x better than anything we did before.

Things we did

Project Manager & Strategist

Copywriting

Product Marketing

Online Advertising

Social Media

Launch website

Airbnb.com/life Campaign

Airbnb.com/life Campaign