Case Study 12: Airbnb’s “#WeAccept” Campaign

 



Overview: Airbnb’s 2017 “#WeAccept” campaign was a powerful response to the rising political tensions surrounding immigration and inclusivity. With the campaign, Airbnb took a strong stand for diversity, showcasing the company’s commitment to providing a welcoming environment for everyone, regardless of their background.

This campaign was more than just an advertisement; it was a statement of Airbnb’s core values. In an era where consumers are increasingly looking for brands that align with their beliefs, the “#WeAccept” campaign positioned Airbnb as a socially responsible brand that cares about global issues beyond just offering a service.

Strategy: Airbnb’s strategy was to use its platform to make a social statement. The company realized that as a global brand with users from all walks of life, they had a unique opportunity to take a stand on inclusivity and acceptance. The campaign was a response to both the global refugee crisis and domestic issues in the U.S., where divisive rhetoric around immigration was prevalent at the time.

Airbnb wanted to show that their brand is about more than just accommodations; it’s about creating a world where everyone can belong. This strategy aligned with their long-term mission of connecting people from different cultures and backgrounds through travel.

Execution: The campaign was introduced with a 30-second spot aired during the 2017 Super Bowl, featuring a montage of diverse faces and the message, “We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong.” The hashtag #WeAccept was prominently featured, encouraging viewers to share their own stories of acceptance and inclusivity.

In addition to the Super Bowl ad, Airbnb extended the campaign across social media, with posts and videos highlighting real-life stories of Airbnb hosts and guests from various backgrounds. The company also pledged to provide temporary housing for 100,000 displaced people over the next five years.

Results: The “#WeAccept” campaign resulted in a 7% increase in bookings in the months following its release. Social media engagement surged, with the hashtag trending across platforms and generating millions of impressions. The campaign also received widespread praise from both consumers and industry experts for its authenticity and positive messaging.

Airbnb's brand perception improved significantly, particularly among millennials and socially conscious consumers. By taking a stand on such a critical issue, Airbnb solidified its reputation as a brand that cares about its community and the world at large.

Visual Aid Suggestions: Graphs showing the increase in bookings and social media engagement after the campaign launch would be effective. Also, images from the Super Bowl ad and screenshots of user-generated content using the #WeAccept hashtag would help illustrate the impact of the campaign.



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