Case Study: Airbnb + Millennials
Vacation or Stay-cation?
With Airbnb taking over the travel and tourism industry, what many renters don’t consider is the effect they may or may not have on the residents and on the local community. Many short-term rentals do not comply with their HOA’s policies and governing documents, disrupting the community atmosphere.
This paid media campaign had two targets. (1) Generating awareness for the Millennial generation and educating the public on the reality of renting in an HOA; (2) Providing resources to community members dealing with family and college “spring-breakers” encroaching on community regulations.
Key Performance Objectives
o Created paid social campaigns that expanded reach to our millennial audience, focusing on Airbnb and Spring Break, increasing reach to a younger demographic that is key for the future of the industry
Overall this campaign increased Millennial following on Facebook by 20% and generated post engagements at a low CPC rate.
