SUPER BOWL CAMPAIGN

In the wake of the travel ban, many people shared their sentiments on social media, sparking some emotional debates. To steer the conversation toward the topic of acceptance, Airbnb showed support for immigrants and refugees with aa 30-second video during the Super Bowl and on social media with #WeAccept.
Airbnb achieved its goal of starting a conversation by sharing their message during the most-watched TV event of the year, using powerful imagery, and creating a hashtag.

Success Metrics

+#weaccept was the most used Super Bowl advertiser hashtag, with 86k uses from kickoff through today

+With 67M Earned Social Impressions, it ranked #3 vs. other Super Bowl advertisers in terms of the reach of buzz in social

+Generated over 12.1M video views of the #weaccept film across Facebook, YouTube and Twitter, primarily through paid amplification, and through organic sharing and viewing

+Maintained 1st or 2nd position in search results (1.4 average) for first half of Super Bowl for “super bowl commercial”

+Airbnb received over 33k Tweets during the first half of the Super Bowl alone