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Conquering Overwhelming Demand

Mardi Gras is Airbnb’s second biggest season in the southern hemisphere. Demand outstrips supply.

Mythbusting Misconceptions

Misconceptions about being an Airbnb Host during Mardi Gras run high. Especially amongst premium property owners - straight and gay. Our job was to get more premium property owners to sign up during the Mardi Gras season. We knew we had a myth busting task.

Stay Fabulous

We needed to charm them to disarm them. So we combined Airbnb’s spirit of belonging with a sequined sense of humour. Host with Pride was a tongue in cheek content series starring Verushka Darling. A house proud, self-proclaimed hostess-with-the-mostest and premium property owner - just like our target audience.

Loud and Proud

The content series was supported by PR, local area marketing (OOH), and a fabulous Mardi Gras Parade float featuring 110 Airbnb community members marching to a choreographed dance-remix of Al Green’s ‘Let’s Stay Together.’

What The People Said

Social comments turn into over 1500 conversations between friends, fans and hosts who helped promote Airbnb, by sharing their own positive hosting experiences and truly reinforcing what it means to belong anywhere.

Results

• Impressions: 8,785,804
• Views: 2,923,521
• Unique Reach: 1,741,855
• View Rate: 33.45%
• All for only $0.02 per view
• EMV: $1,847,000K+ ($40,000 media budget)
• Brand Consideration:12.1% Increase (TBC)
• Social Interactions: 16,649
• New Members: 2,618
• New Hosts: 595

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