Identify 2 of Airbnb’s top Social media campaigns Expound on how Each Campaign Effectively Addressed: Graduate Diploma in Digital Marketing Assignment, SUSS, Singapore

Questions: Identify 2 of Airbnb’s top social media campaigns. Expound on how each campaign effectively addressed an issue that Airbnb faced and share insights on the results of the campaign. Must include research on: 1.relevant background information & objective 2.campaign hashtag used 3.examples of some posts 4. The final outcome of the campaign

Introduction
This assignment is an ungraded case study assignment. You are given the opportunity to assess two of Airbnb’s top social media campaigns.
The work produced should reflect the quality of your critical and creative thinking in the following areas:

• Ability to identify major social media campaigns by Airbnb
• Show your understanding of what the campaigns are about
• Ability to select prominent examples showcased in a particular campaign
• Elaboration on the effectiveness of the chosen campaigns

Learning Objectives

When you have completed this assignment, you should be able to:
1. Apply what you have learned from your lectures into this application report
2. Improve your analysis and understanding of the components that make up a successful social media campaign

Guiding Instructions

There are 4 components in this case study that you will need to include:
1. Relevant background information & objective
2. Campaign hashtag used
3. Examples of some posts
4. The final outcome of the campaign

Here are some questions and thoughts you may consider when going through each component:

1. Relevant background information & objective

After looking at various postings related to the campaign, think about the following:

• What is the intended message that they are trying to put across?
• Who are they trying to appeal to? (target audience)
• When was this campaign launched? Were there any issues that Airbnb was trying to solve?

2. Campaign Hashtag Used

• Can you identify the hashtag used in their social media postings?
• Are there more than 1 hashtag used?

3. Examples of some posts

After you have identified a few campaign posts, consider these questions:

• When were these posted? Does it have any correlation to the present market situation?
• What are the types of content that are produced?
• How frequent are these posts?
• What is the central theme across these posts that you have chosen? Is it relevant to the campaign objective?

4. The final outcome of the campaign

Now that you have identified and have gotten a better understanding of the campaign, reflect on these questions when evaluating its effectiveness:

• What do you think of the campaign? How has it affected you personally?
• What is the level of engagement like? Support with statistics.
• Do you think they have garnered a high or low engagement rate?
• Has this campaign generated more positive or negative responses?
• What online conversations are or have surrounded this campaign?

Case Study: Airbnb’s Social Media Strategies for Community Engagement
& Acceptance

Situational Reading The Humble Beginnings
Airbnb was founded in 2007 by 3 co-founders: Brian Chesky, Nathan Blecharczyk, and Joe Gebbia. The founders met at college at the Rhode Island School of Design. The idea of Airbnb was sparked when 2 co-founders, Joe Gebbia and Brian Chesky, who were then roommates couldn’t afford their San Francisco rent.

During that time, they knew of a big design conference coming to San Francisco, and it was making hotels hard to come by. Gebbia kick-started this idea with an email to Chesky with the idea of turning their loft into a designer’s bed and breakfast, complete with a sleeping mat and breakfast. They then created a simple site, airbedandbreakfast.com, bought three air mattresses, and arranged them in their loft.

Their first guests were two men and one woman, who paid $80 per person each to stay on the air mattress. One guest, Amol, was another designer who actually helped Joe and Brian with their presentations. “Being one of the first Airbnb guests feels like being on The Tonight Show, but I didn’t know I was on The Tonight Show,” Amol said in 2012. Gebbia and Chesky soon realized how big their idea could be. They got together with their old roommate, Nathan Blecharczyk, to build it into a business. The company launched a second time and no one noticed. The third time was at SXSW in 2008, but they only had two customers, and Chesky was one of them.