Airbnb’s becoming my first choice of living while traveling in most recent years. I could still remember my feelings before the first time I tried it, I was little bit doubt about the security and credibility. However, after trying it for a few times, I gradually feel that it’s more authentic and much cheaper than hotels, which should be the feelings most Airbnb users have.
Airbnb is an online marketplace enables people to lease or rent short-term lodging including vacation rentals, apartment rentals, etc. and is becoming one of top choices for travels to choose for an authentic experience in over 34,000 cities and 190 countries.
The unique booking platform launched a brand new app back in November that allowed people to take part in experiences that were hosted by real people in the local community. In an effort to amplify how trips will make travel magical again, Airbnb ran the campaign to completely immerse travelers into the communities around the world. To celebrate the launch of Experiences as part of the launch of trips, Airbnb invited people around the world to participate Live via a 24-hour Facebook Live feed named We Are Here. The We Are Here campaign took people to Airbnb Hosted Experiences around the world via six unique films around six different cities to promote the brand’s new trips feature. Each Film was created Live on Facebook to help the viewer feel like they were right there exploring the videographer.
The campaign triggered a 22-point lift in ad recall and a 7-point lift in brand favorability. The We Are Here campaign had more than 6 million participants took part from all over the world in the first 24 hours alone. The campaign actually encouraged Inferred Participation as a new engagement method. There were people from thirteen countries around the world adding to the conversation on the Live videos, which proves that the Trips feature had global appeal. The campaign also earned the company over 6.2 million views of the 6 live streams around the world, with Miami, Paris and Tokyo being the top viewed. Miami alone earned over 2M views.
Although we live in a digital and more connected world, we are more divided than ever. We Are Here recapture the lost human connection of traveling that once made taking a trip magical. The campaign brought to life many ways of personal connection with hosts and other travelers, which enables a magical trip.
Sophie's Blog 
I agree. Through analyzing social media tactics in real cases, I feel it is a wonderful tactics that to make your audience spontaneously interact with you or each other, and generate something online so that to be available for you. The difficulty is on how to make the event famous and also positively lead the event. Airbnb case is certainly a good example. In most of the situation your audience just not interested, sometimes the event may become famous for reasons never expected. I think there are more tactics to be learned.
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