BRAND LAUNCH, GLOBAL

A global launch of Airbnb.org, a community-powered nonprofit that provides equitable, emergency housing in times of crisis. The launch encompassed: a brand design system, landing page, email campaign, virtual event, a film and paid ads. https://www.airbnb.org/

Success Metrics

+986 pieces of global coverage (and counting!)

+100% positive/neutral sentiment in coverage

+8,400 total social shares of press coverage

+35.8M earned impressions (Top posts by reach were Joe’s tweet which had 14M earned impressions, followed by Katy Perry, Rich Kleinman, Kevin Durant, Ashton Kutcher, James Corden and Karlie Kloss which all had over 1M earned impressions).

+96M total campaign impressions, 32% coming from Masthead placements

+32M total views

1.4M interactions (ad clicks & site traffic)

94K site visits