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Welcome Love
The unimaginably successful launch of Airbnb in China.
Airbnb had invested millions of dollars in raising awareness of its Chinese brand Aibiying in China’s highly competitive travel market. But brand awareness and consideration were still low. So rather than trying to reach everyone with our message, we got targeted, with a campaign created for Chinese Millennials.
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‘Welcome Love’ was designed to inspire a new way to travel by driving discovery of ‘connection moments’ within culture, people and self. The through-the-line campaign showcased all the expressions of love that reveal themselves when you travel globally but connect locally. It was supported by celebrities, key opinion leaders and local brands, including Alibaba who co-created a travel piggy bank to help Millennials make their dream trip a reality.
The results were phenomenal. Total impressions exceeded 1.5 billion (yes, billion!) and had 100% positive sentiment. In just three months, ¥5M was deposited in the Alipay piggy bank. And in just three seconds, 10 of our curated experiences sold out. 65,000 new listings were added to the platform, and Aibiying is now the second most popular travel brand (after China’s own Ctrip).
