What we can learn from the new Airbnb Ad campaign?
I first heard Bonnie and Clyde whilst I had my head in my laptop and being a huge Beyoncé fan it made me look up. I’d missed the beginning of the ad so had no idea what it was but couldn’t take my eyes off it as a series of stills played on my screen featuring a couple who seemed to be in their 70s having the time of their lives on a holiday.
What captured my attention to make me watch it? It was initially the music but then it was the images which were clearly of real people and not models. And it was the story it seemed to be telling me too. After it finished I googled the ad and read this:
After 57 years of marriage, Valenti and Maria Luísa's love for each other is stronger than ever. So when their grandson Dani took them to the coastal town of Begur, he wasn't surprised to see them turn the trip into their very own romantic getaway. They stayed at Emmanuel's gorgeous villa, where Valenti and Maria Luísa canoodled in the gardens, frolicked by the sea and took turns letting each other win at ping-pong. It was a great trip and an even greater reminder that you're never too old for young love.
If you’ve not seen it take a look here… https://www.youtube.com/watch?v=7krmGilR0BE
It turns out it was part of a series of ads by AirBnb entitled ‘made possible by hosts’. I’ve since seen them all and they all follow a similar format. Another tells the story of a young couple on a romantic getaway, another of a couple with a baby and one of their parents. I looked up the story of this one too...
Photographer Marco and his wife Stefani were looking to take a much-needed break with their baby and his favourite person in the world - his Grandma. So they headed to Modica, a small town in Sicily where they stayed in Caterina's beautiful garden home. It was a lot of firsts for their son - his first trip, his first plane ride and even his first granita - a sicilian style of ice cream. And even though he probably won't remember much of the trip, his parents suspect the taste of melon will always hold a special place in his heart.
So what’s the point to me explaining the new Airbnb campaign to you?
Well there’s a few reasons...
Firstly, it uses UGC (user generated content) which is absolute gold in advertising and can really close that sale more much than other types of ad content. And why? Because people are naturally nosey, they also crave validation from like minded people. People who they observe to be 'just like them'. User generated content is perfect for showing how your product works in real life by real people. It places it in a setting so your customers can visualise the use of the product in their own setting. People trust other people, not just the word of the business.
Secondly, it creates a feeling. And that's part of the reason people purchase from you in the first place. Your product or service makes them feel a certain way. They associate your brand with this feeling. In this instance, the focus is on experiences and memories and this is absolutely front of mind right now after the last 2 years of uncertainty.
Both tell a story about your brand and what you stand for, whilst also being really cost effective to produce.
Ways you can get UCG:
Encourage your customers to share their content with you by tagging you on socials or simply sending you any content via email. You can run an email campaign to encourage this by offering a small discount.
You can gift your product to 'micro' (under 10k) influencers who make quality content in the hope they will create some for you (even if you haven't expressly agreed this)
You can recruit brand ambassadors that can purchase from you at a discount in return for some images
Make sure you have the function for your customers to leave reviews on your website as well as sending emails requesting them to do so.
Approach your best customers and ask if they have any images or content to share with you - your loyal customers are always more likely to help you out.
What to do with it:
Shout about your reviews on your socials, emails and you can also use them in your ads.
Share, share and share some more. User generated content will definitely help sell your product, so if you have it make sure you use it.
Always tag the owner of the content which not only is good social media manners but encourages others to create content for you in the hope you will share it.
If you run paid advertising you should 100% be using your UGC here, especially at your middle of funnel.
Remember - UGC creates trust and this is one of the main reasons people will buy from you!
Try it for yourself...and let me know how you get on.
Sarah 💜