The Brief

Airbnb had handpicked 50 top journalists from travel and lifestyle publications in China with the purpose of sending a special DM directly to these key opinion leaders. The press mailer titled 'World's Smallest Screening Room' was a replica of the founders home in San Francisco - the first Airbnb home ever rented out. Accompanying the box was a customized, mini projector which showcased 9 unique homes in popular outbound destinations for Chinese travelers. There was also a brochure to educate the journalists on what Airbnb is and how to use it along with a unique wishlink link and the contact details of Airbnb's Head Communication in APAC.

Creative Execution

As the direct mailer was addressed to journalists from travel and lifestyle publications, the mailer had to be unique and creative enough to stand out from the clutter of other DMs these journalists receive on a daily basis. We created the world's smallest screen rooming - a handcrafted replicate of the first Airbnb apartment rented out by its founders along with a mini-projector showcasing various Airbnb properties in popular outbound destinations for Chinese travelers. The 50 DMs were split into 2 batches. The first batch of 23 direct mailers were sent to top-tier travel and lifestyle journalists before the Lunar New Year to capitalize on this key travel period. After receiving overwhelming positive feedback directly or via the journalists' wechat and weibo accounts, the second batch of 27 mailers were then sent out in early March, approximately 3 weeks later to other key travel and lifestyle journalists.

Describe the creative solution to the brief/objective.

The DM piece was addressed to journalists from travel and lifestyle publications with little or no previous knowledge about Airbnb. This made them the first in China to receive a direct message from Airbnb; thus, it was an opportunity to turn these key opinion leaders into brand advocates in China. The direct mailer titled, 'World's Smallest Screening Room' illustrated the wonder and awe of traveling with Airbnb as well educating these key opinion leaders on Airbnb in a unique manner which triggered highly positive PR and engagement.

Results

The DM reached a 68% direct response rate, way over the industry benchmark response for this media in China. The 50 pieces generated 97 clicks-throughs to a link with Airbnb properties. The brand received enthusiastic reactions from the journalists, who described the DM as 'creative and unique', 'sincere', 'the most creative present I've ever received', and said they were 'impressed by the creative gift' and 'hope to experience an Airbnb house in the future'. The awareness of these key opinion leaders was leveraged by positive PR on social media. Lena Sönnichsen, Airbnb's Head of Communications for APAC, defined the World's Smallest Screening Room as a DM that 'Not only explains Airbnb's background, brand and benefits beautifully, it also transports the sense of quirk and whimsical magic that we are always after. Feedback from journalists in China was so amazing that we are now localising this for other markets across Asia.'