Airbnb is an online community marketplace where people can list, discover and book accommodation in countries all over the globe. The online marketplace is very diverse finding accommodation for users whether it is a bed for the night, a castle for a week or even a villa for a month. When Airbnb (@Airbnb) increased its listings to include a new range of monthly sublets it used Twitter to spread the word.
Case study summary
• Airbnb used promoted Tweets to spread the word about its new rental service
• Using a promotion in promoted Tweet increases engagement and customer interest
The challenge
As Airbnb launched its new service of monthly rentals to meet the demands of customers seeking longer term housing solutions, the company used promoted Tweets to spread the word amongst its enthusiastic customer base.
The solution
To stimulate interest in the new rental service and drive sales, Airbnb created an offer of $200 off, and spread this message using promoted Tweets to extend the reach of their promotion. Sharing an exclusive offer via promoted Tweets increased awareness and drove high
engagement.
Results
Airbnb achieved an engagement rate of 4% for the promoted Tweets used in this campaign. By using promoted Tweets the message extended beyond the campaign period and followers continued to discover the promoted Tweet in their timelines, it also spread the message to users who otherwise may not have heard about the new rental service.
