Background

To grow, Airbnb needed people to consider staying with them over hotels. We’ve all been through the 6am pool lounger musical chairs, the mad dash to be in time for the buffet or the rabid bombing the pool when you’re just trying to enjoy your mimosa. Through an animated series called Get an Airbnb we were able to show travelers the downsides of hotels and how some trips are just better in an Airbnb.

 
 

First vacay without kids, why go to a hotel with more kids?

Challenge

To grow - Airbnb needed to convince first time bookers to defect from hotels and try short term rentals.

 

Get a place that’s comfortable for you, your friends and your furry friends.

Insight

Whether it’s a girls trip away, a weekend with the fam or you just want your doggo to not be left out - there’s plenty of trips Airbnb is better for.

 

When a hotel room is you living room, dining room and bedroom - get more space in an Airbnb.

Solution

Executing the campain through TV, OTT, OLV, Digital, Social and Audio we saw renewed succes in 2025 through a number of key optimsations that were made.

Major optimisations:

  • After doing a sufficiency analysis on budgets between 2022 and 2025 (including budget changes, media inflation and foreign exchange rates) - we discovered we had -46% less spending power than in 2022. This resulted in a 20% increase in budget.

  • Ingenious buying strategies such as shifting from 25-59 YOs as our TV buying audience to 40+. Allowing us to appear in 90% of the same programming, reduce our CPMs by 17% and as a result expand coverage into regional markets.

Results:

  • Fastest growing mature market in 2025

  • Highest ever brand health measures (Awareness, Consideration and Bookings)

Get an Airbnb