In Australia, Airbnb Australia (@airbnb_au) partnered with Twitter and Amobee (@amobee), a Twitter Marketing Partner, to bring the campaign to life. Focusing on video, the campaign sent families on holidays around the world, and recorded their experiences while staying in Airbnb accommodation.

The captured videos were long-form in order to provide captivating content for audiences and engage them quickly at a lower cost than typical tactics. Airbnb also created short-form Video Cards and shared them on Twitter to capture wider audience interest and convert the potential audiences to the longer form content. Airbnb used Amobee’s Brand Intelligence platform to target a refined audience segment, comprising people who had recently engaged with travel sites or engaged with specific travel terms or content for families.

By using captivating video, Airbnb was able to drive significant engagement with a view rate 30% higher than the Australian benchmark across the videos among audiences, while maintaining a cost per view 50% lower than local benchmarks. The refined audience segments, identified alongside Amobee, allowed Airbnb to direct the content at the people most important to the campaign and create entirely new conversations about the opportunities available for families in the Airbnb community.