NEW MEDIA ADVERTISING

ASSIGNMENT
Course code: 51021623
Course name: New Media Advertising
Batch-2016
 MEMBERS:

Chhavi Naswa-1031
Manaswita Verma-1035
Mehr Bhalla-1064
Riyanka Pekhale-1020
Sheel Nath- 1142
WHAT ARE THE 3
THINGS
EVERYONE
WANTS IN LIFE?
 Meet new

PEOPLE
 Visit new
PLACES
Find what you

LOVE
WHAT
Is AIRBNB?
 • Find hosts with extra rooms, entire homes, and
Discover
Amazing Places
unique accommodations like castles and igloos.

• Connect with hosts, confirm travel dates, and

Book a pay—all through Airbnb’s trusted services.
Stay

• Feel at home, anywhere you go in the world.

Travel • Make new friends everytime you stay at Airbnb
 Brief
EDUCATE + INDUCE TRIAL
• The campaign should be targeted towards users instead
of hosts
• Airbnb wants a strategy to move more aggressively into
the Asian market
• To scale by increasing the travelers and hosts and
matching them with each other
 The challenges
• The early majority (34% of the potential market) needs to feel
safe before they will let other people enter their investment
properties or the homes that they live in.
• India's legal infrastructure acts as a barrier to those hosts who
just want to quickly and easily make their properties available
to start earning an income
• Inconsistent level of service and quality
 Agenda
• Defining Objectives
• Defining TG
• The insight
• The strategy
• The execution
 WHO
Is Airbnb targeting with their business?
The Millennials
Millennials want

To explore
Transparency
everything
Indian Millennial
700
million in
number

Travelling
abroad Ambitious
often

Like to Talented
work for and
themselves driven
Hooked
to Social
Media
The Competition
 Analysis
Brand Global India Category Bounce Daily Daily time
name rank rank rank rate pageviews on site
per
visitor
Airbnb 410 - 2 34.79% 11.65 8:11
Oyo 19,420 718 66 40.72% 4.03 4:39
Flipkeys 2,543,435 112,573 56,163 40.64% 2.92 2:50
Stayzilla 138,901 5735 623 49.17% 2.76 3:39
Go Ibibo 4,182 138 24 30.72% 6.41 6:53
 The website
• Airbnb.com has interactive videos
and displays on their home page,
which is differentiating them from
the clutter
Airbnb.com
Rent unique accommodations from local hosts in 190+
countries. Feel at home anywhere you go in the world with
Airbnb.
 Other frequented websites:
• Vrbo.com
• Homeaway.com
• Hotels.com
• Tripadvisor.com
• Kayak.com Total Visits on Airbnb.com
On desktop & mobile web, in the last 6 months
50M

40M

30M

20M

10M

Aug31 Sep14 Sep28 Oct12 Oct26 Nov9 Nov23 Dec7 Dec21 Jan4 Jan18 Feb1
 PEST Analysis
• Indians are allowed to take up to US$ 10,000 per annum abroad for
P leisure trips

• The national economy strong

E • Middle-class disposable incomes are rising very fast

• Growing openness to the outside world, especially among the younger

S generations

• Ease of planning and booking

T
 Environment analysis
• India tourism industry, 6.23% of the national GDP
• Fastest growing in the next 10 to 15 years; The World Travel
and Tourism Council (WTTC)
• Total spend, excluding transport, of US$ 12.3bn - up 50% on
2007 in US dollar terms and 70% in current rupee terms
• Outbound trips rose by 6.7% in 2012
 Environment analysis
• More Indian students are studying in other countries than
those of any other nationality
• No switching costs
• Product differentiation need to be high
• Changing consumer lifestyles
• Easy finance availability
 The Insights
• Vast potential to grow

• Airbnb offers very high differentiation

• TG ready to explore beyond the ordinary

• Increased purchasing power, no financial hindrance

 The insight to big idea
Airbnb offers a personal touch to your travel, when you stay with a local.
The target Audience is aware about the service, but it is the Indian psyche that we
cannot stay at someone else’s house.

We need to make the TG understand that:

They can still find a way to the best places, with Airbnb, that offer an experience
unlike anything they’ll find at home.
 Transforming Travel
- From Ordinary to Extraordinary.

• Airbnb is a “transformer”
• Transform your life from ordinary to extraordinary; from working in
your room to working beside an infinity pool.
• Airbnb motivates you to travel to do the same things in a better
environment, with new friends, and have better experiences.
Go from
this
To this
 The Digital Strategy
• Facebook
• Twitter
• Instagram
• YouTube
• SEO
• Ad word
• E-mail marketing
• Use of play store apps
 SEO
• 24.91% Of traffic on Airbnb is from Search
– 70.22% Organic Searches 29.78% Paid Searches

– Organic Keywords:
airbnb
air bnb
airbnb caree…
airbnb.com
air b and b
 Banner Ads
•The Interactive banner ad will ask the user to click on the image.
•Every time the user clicks, a photo will appear with the location where it was clicked at
•Thus will signify that with every click/ Airbnb experience you boring old wall will be
filled with fun pictures from your adventures and travels.
 Display ad
• Top Publishers
– Gaana.com
– Hahahehehoho.com
– W3schools.com
– Cricbuzz.com
– Themobileindian.com
Creative samples
Without the Creatives Samples
Innovations
• Create a realistic &
visually appealing tour
• Top 5 properties from
India & the World using
Oculus i.e. Virtual reality
• Users experience the
properties.
 Implementation
• On-ground tech
activation
• 5 Metro cities in
major malls.
• Log in through your
Facebook ID
• Videos of
experiences will be
shared
 On ground activities
• Property Installations:
– Create art installations of the top 5 most visually appealing
properties in India

– Placed in the prime locations in all the metro cities.

– Take selfies and tag 4 of their closest friends

– A chance to win Airbnb holidays

– Reaction videos will be put up on social media

 Retargeting
• The Quiz!
– Retargeting will be done by sponsored posts of this
customized quiz made for Facebook users which will lead
to brand reinforcement in the minds of the customers and
also allow them to engage with the brand on social media.
The results will be automatically shared which will lead to
further visibility.
Creative Partnerships
 Partnership 1: YRF and Airbnb
Description:
Airbnb ties up with Yash Raj Films, a major production house in India for its two
upcoming Blockbuster movies, Fan (releasing Apr 15, starring Shahrukh Khan) and
Sultan (starring Salman Khan).

The stars of these movies would create profile on Airbnb and host guests in their
respective homes using Airbnb before the movie release. This would guarantee
publicity since fans would love to get a chance to stay at their favourite star’s place.
These bookings would be subject to availability. For everyone else trying to book
during that period, there would be movie specific merchandise or vouchers given
away, making it a win-win for both Airbnb and YRF.
 Estimated impact
• Twitter Impact = Fan Twitter Handle + Sultan Twitter Handle + YRF
Handle + SRK’s Twitter Handle + Salman’s Twitter Handle +
Anushka’s Twitter Handle + Randeep Hooda’s Twitter Handle
= 38.63M followers
• Twitter Impact = 35M followers
• Facebook Impact = YRF + Fan + Sultan + SRK + Salman + Anushka
+ Randeep Hooda
= 60.13 M likes
• Total Bookings (50%) = Twitter Bookings + Facebook Bookings =
52,500 + 270,600
= 323,100 Approx
 Partnership 2: Tripoto and Airbnb
• Approximately 33% of millennials rely on blogs before they
make a purchase-Forbes
• Airbnb will invite renowned Travellers and bloggers from
Tripoto community to experience Airbnb and share their
stories with the world.
 Partnership 3: Shaadi.com and
Airbnb
•Indian Wedding Industry is HUGE
•Airbnb could partner with Shaadi.com.
•Help couples find properties where the guests can stay
•Find a unique Airbnb property around the globe, to host the functions.
•The benefit for Shaadi.com is that it would be able to provide it’s users a complete
integrated solution since it already has a wedding planning service.
The benefit for Airbnb is, bookings and publicity without much effort.
 Partnership 4: Quizzup
A tie-up with the game-app Quizzup
–if users fail a quiz about a city a message will pop-up
saying

“If you had stayed with a local at an Airbnb, you could

have maybe known the answers”
 Social media
• Airbnb has 3.88% Of traffic is from
Social
 Facebook and Twitter
• Airbnb Challenge: We dare you to have a bad
experience!
• This challenge is for all the travellers out
there. We dare you to have a bad experience
with Airbnb.
• Airbnb believes in transforming your travel
from ordinary to extraordinary. If we fail to do
so, you will get 70% cash back. Are you ready?
 Airbnb
Challenge
 Snapchat Filters:
• Airbnb will create filters of the most
scenic and exotic destinations.
• The people will be encouraged to use
these filters as the most whacky ones
will be featured on the official Airbnb
global handle.