A Home on the Road

Airbnb - Regional Branded Content

Background

The agency was responsible for Airbnb’s regional marketing duties across Hong Kong & Taiwan. What started from a simple social media retainer to test the effectiveness of locally driven work in a company accustomed to global adaptations for marketing culminated into something much more.

Trust in tech start-ups especially in the realm of travel accommodations with strangers has always been weak. Much of the fear lies in the misconception that tech startups do not have the scale or financial resources to hold accountable the safety and quality aspects of the peers providing their services on the platform.

With a high budget celebrity campaign launch that was highly un-expected at the time we quashed all notions that the brand was in any way small-scale in terms of financial or operational capability, which for many Asians is a direct correlation with their perception on the brand’s ability to guarantee quality and safety.

The piece garnered much praise in the markets it aired and was an instant viral hit reaching 80% of Hong Kong’s Facebook population, top viewed ad campaign on Youtube for Q1 2017, and helped Airbnb secure the top search result on the App Store for 65 consecutive days.