To promote Airbnb’s “Live there” proposition by showcasing the local’s view of tourist landmarks, rather than the cliches, we crafted videos for Facebook and Instagram from user’s images. Showing them that, literally, every view of the landmark had been covered - except the local’s view - which we offer.

These were made possible by mapping out the most common routes tourists take when experiencing them, then stitching together tourist photos to create a tour of the monument. To highlight the appeal of the 'local angle' we added a subtle camera shift motion to the final image.

The comments were crafted to playfully call out distinct features of the monuments themselves, whilst encouraging viewers to share their interests so that Airbnb could provide personalised recommendations. 

The videos were shared as promoted posts on Facebook and Instagram.

We crafted videos for Facebook and Instagram from user images captured in Instagram itself. These were made possible by mapping out the most common routes tourists take when experiencing them, then stitching together tourist photos to create a tour of the monument. To highlight the appeal of the 'local angle' we added a subtle camera shift motion to the final image.

The comments were crafted to playfully call out distinct features of the monuments themselves, whilst encouraging viewers to share their interests so that Airbnb could provide personalised recommendations.

We executed in 4 markets (UK, Germany, France and Russia). Working with hosts and locals to find a different way to experience 6 iconic monuments.

It all boiled down to a call to action that prompted user engagement; 'what side of [the city] do you want to see?' This invited people planning a trip to share their interest i.e. food, romance, nightlife etc. and allowed Airbnb to pair it with personalised recommendations that captured the local angle.

Ultimately we reached 36 million people, with 95 engagements, meaning thousands of opportunities for Airbnb to provide personalised recommendations that help travellers to find the 'local angle.'