Airbnb

Beyond the Stay

Social Media & Content Marketing Campaign · 2024 Campaign Concept

Campaign focus: Brand awareness, content engagement, and destination discovery.

The Brief

Accommodation is often treated as just one part of a trip, even though where people stay can shape the experience itself. This campaign explores how distinctive stays can become part of the reason people want to travel.

The Creative

Beyond the Stay presents accommodation as part of the adventure. From peaceful cabins to distinctive city stays, the content highlights the atmosphere, details, and experiences that make each place memorable. The campaign uses short-form video, creator-style storytelling, community content concepts, targeted digital ads, and interest-based recommendations. Content themes are tailored to different travel interests, including weekend escapes, city breaks, and unique stays. The campaign demonstrates how destination-led storytelling and relatable content can encourage people to explore accommodation options before deciding where to travel.

Campaign Deliverables

• Social media carousel: Your Next Escape Looks Like This

• Short-form video series: A Stay with a Story

• Creator-content concept: One Stay, Three Reasons to Visit

• Digital ad creative: Find a Stay That Feels Like You

• Email concept: Places Worth Adding to Your List

Campaign Performance

The report recorded 2.1 million impressions and a 36% increase in landing-page traffic. Advertising click-through rate improved from 3.8% to 5.4%.

• 2.1 million campaign impressions

• 5.4% advertising click-through rate

• 136,000 landing-page sessions

• 5.1% social engagement rate

• 11.2% email click-through rate

This website, including all of its domains, subdomains, text, graphics, images, logos, product names, service offerings, pricing structures, testimonials, case studies, and code (collectively, the "Content"), is an entirely fictional creation produced exclusively for academic and educational purposes as part of a school project. None of the entities, organizations, commercial enterprises, events, or products described, depicted, or referenced on this website exist in the real world. Any resemblance, similarity, or parallelism to actual persons (living or dead), existing companies, registered trademarks, or real-world events is entirely coincidental and unintentional.

STARBOUND DIGITAL

Turning experiences into stories. Turning stories into connections.

Strategy · Storytelling · Experience

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