By giving French people a chance to rediscover and reconnect with the beauty and diversity of their country, Airbnb became a one-stop marketplace for domestic travel. With a tailor-made strategy that combined ads and organic content, advertising on Pinterest helped to boost brand exposure and improve visibility.
Airbnb’s campaign, “First Night On Us,” provided the brand with the opportunity to become a one-stop marketplace for domestic travel in France. Domestic travel was a powerful trend on Pinterest, where Pinners were increasingly attracted to the concept of the “staycations” i.e., holidays at home.
With the help of Pinterest, Airbnb launched a creative strategy based on max-width videos that helped people discover new holiday destinations, and encouraged them to pack their bags!
Key results:
users reached1
offer awareness1
Airbnb were successfully able to engage Pinners who were interested in tourism and domestic travel. Plus, offering two new videos per week enabled the brand to introduce its audience to a selection of trendy new destinations for their holidays.
Airbnb’s Pinterest campaign was a success, helping the brand reach no less than 4.2 million users in just four weeks. Furthermore, a Brand Lift Study, carried out by Kantar, showed that Airbnb had increased awareness of their “First Night On Us” offer by +16%.
Bottom line: by combining organic content and adverts, Airbnb were able to reach a broader target group every week via highly targeted video ads.
Tips for your next campaign
Try these Pinterest best practices to get more out of your shopping ads:
1.
Follow the latest trends and draw inspiration from Pinterest’s analytic reports, such as the Pinterest 100 or the “Back to Life” report. Airbnb did exactly that, using Pinterest’s insights to ground their campaign suggesting new ideas for domestic travel at the start of the new school year.
2.
Use Pinterest's range of features to interact with your target audience when they are at their most receptive. Seasonality, trends, creative formats – Pinterest allows you to create actionable assets that can be used immediately, while remaining relevant to your audience.