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The Airbnb Story 2007-2015

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Airbnb believes in the power of storytelling because when people share stories, all of a sudden, they start caring more about each other

and something magical can happen.

Venetia Pristavec, ex-Creative Lead @ Airbnb (2009-2014)

HOW TO FIND THE MAGIC OF YOUR BRAND

WITH STORYTELLING- The Airbnb Journey -

LAUNCHING: END OF JANUARY

WORKSHOP

A step-by-step methodology1-full day of focus

+ 2-hour personalized feedback

Set Your North Star Story

WORKSHOP

Saturday 24 & 31 January – 9:30am – 6:30pm8 entrepreneurs

149€ - satisfaction guaranteed

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Set Your North Star Story

Coming up

LIVE PITCH Thibaud Gangloff, founder

MANY THANKS TO OUR HOST

HOW DO YOU TELLA GOOD STORY?

Storytelling is 2 things

Storytelling is 2 things

Telling a story

Storytelling is 2 things

Telling a story

Telling a good story

A good story is

the promise of a better future

"Put users first. Focus on love. The best marketing is investing

in the user experience. Then the user will market for you."

-Brian Chesky, CEO and co-founder Airbnb

The stories along the journey.

Celebrate the hero's achievements/ renew

mission statement

What is the mission?

The call to adventure

What does he believe in?

What are the fears/hopes?

The mentor & hero share the same

worldview

Who is he?

The hero is a user

The mentor is the brand

CLASSIC STORY

MENTOR CALLS TO ADVENTUREPROTAGONIST WHO HAS FEARS & DREAMS,

TO BECOME THE HERO HE WANTS TO BE WITH THE HELP OF A TALISMAN.

NORTH STAR STORY

THE BRAND MAKES A PROMISETO THE AUDIENCE TO HELP THEM BECOME

WHO THEY ASPIRE TO BE,WITH THE HELP OF THE PRODUCT.

The stories along the journey.

Wish lists Live a richer life

One-less stranger Help thy neighbor

Belong anywhere

The call to adventure

Travel shouldn't be mass-produced, but about

human connections

Feeling anonymous and lonely

A couple of women in their mid-thirties

The mentor & hero share the same

worldview

The hero is a user

The mentor is the brand

AIRBNB'S NORTH STAR STORY

AIRBNB MAKES A PROMISETO TRAVELLERS THEY CAN

BELONG ANYWHERE,WITH THE HELP OF THEIR WEBSITE.

Act 1 – The mentor's journey

Act 2 – The hero's journey

Act 3 – A Story Of Love & Trust

2007-2015

1,5 year

2,5 years

4,5 years

ACT 1

THE MENTOR'S JOURNEY

Oct. 2007-Jan. 2009

3 friends some extra space

…looking for an idea

Oct. 2007

1st launch @IDSA - The gut feeling"People are willing to stay at a stranger's home."

Oct. 2007

1st launch @IDSA - The gut feeling"People are willing to stay at a stranger's home."

Communication strategy: "Let's share our listing via design bloggers!"

Oct. 2007

Communication strategy: "Let's share our listing via design bloggers!"

Oct. 2007

outcome: 7 listings & a dozen bookings

Mar. 2008

2nd launch @SXSW - Testing the business"People are looking for a cheap alternative to hotels.

Events create trust."

Mar. 2008

2nd launch @SXSW - Testing the business"People are looking for a cheap alternative to hotels.

Events create trust."

Mar. 2008

Communication strategy:"Tech Press, sort of"

Mar. 2008

outcome: 2 bookings

Communication strategy:"Tech Press, sort of"

Aug. 2008

3rd launch @DNC – The big launch"People want to stay with a local whenever they travel."

Aug. 2008

3rd launch @DNC – The big launch"People want to stay with a local whenever they travel."

Aug. 2008

3rd launch @DNC – The big launch"People want to stay with a local whenever they travel."

Communication strategy:"Scalable PR: from bloggers to national news"

Aug. 2008

PR firm budget: $10,000

Communication strategy:"Scalable PR: from bloggers to national news"

Aug. 2008

outcome: 800 listings

Nathan BlecharczykCTO & co-founder

"When you're starting,

ride the wave. Don't try to create it."

The 'Techcrunch trough of sorrow'

HOW TO CREATELOVE?

ACT 2

THE HERO'S JOURNEY

Jan. 2009-Jun. 2011

Jan. 2009

Communication & business strategy:"Go to your users"

"We changed our tagline, from "Forget Hotels" to "Travel like a human" to say that we believe in a certain kind of world.

To communicate it in the early days, we did a lot of storytelling. As a CEO, your job is to articulate the vision."

Brian Chesky CEO & co-founder

Jan. 2009

1st rebranding – The core belief"Travellers aspire to a more human experience."

"In March 2010, as I was working at customer support, I decided to make a video series to show that hosts were actually everyday normal lovely people, with great places."

Venetia Pristavecex-creative director at Airbnb

(2009-2014)

AirTV - Episode 1: Venice Beach Bungalow (March 2010) – 31.000 views

Travel like a human (June 2010) – 12.000 views

Defining the mentor - "How to Airbnb" (Jan 2011) – 2 million views

Production budget (4 locations - a crew of 5 @Sandwich Video): $30,000

HOW TO BESUSTAINABLE?

ACT 3

A STORY OF LOVE & TRUST

Jun. 2011-Jan. 2015

June 2011

The moment of truth"Aligning values and acts."

Blog Aug. 1, 2011June 12, 2011

Our commitment to trust & safety"

June 2011

Communication strategy"Stories for trust"

1 - Collaborative workshops with hosts all over the world for 10 months

to define how the brand empowers its users  

Defining the hero - "Living a richer life" (Mar 2012) – 200.000 views

Production budget (17 days, 7 countries, crew of 39): $110.000

2nd rebranding – Exploring the uniqueness"People are inspired by the fantasy of travel"

June 2012

2nd rebranding – Exploring the uniqueness"People are inspired by the fantasy of travel"

June 2012

June 2014

3rd rebranding – Exploring the mission"People want to feel more connected"

June 2014

3rd rebranding – Exploring the mission"People want to feel more connected"

Defining the mission – "Belong anywhere" (July 2014) – 200.000 views

Living the mission – Waving fees for shelters

Oct 2012 + Sept 2014

5 LESSONSLEARNEDFROM AIRBNB

#1 Be TRUE

State what you truly believe in.&

Live by it.

#2 Be UNIQUE

Find the story nobody else is telling. Own your territory.

#3 Be SIMPLE

Simplify your story to make it memorable.

#4 Be OPPORTUNISTIC

If your don't know who you are, tell stories people are ready to hear.

"Ride the wave."

#5 Be BOLD

When you're confident about your story, make it The Story.

"Create the wave."

5 FINAL

TIPS

#1 BE YOUR USER

#2 Take the TIME you need

#3 Find the storyteller of your TEAM

#4 Look for INSPIRATION in other sectors

#5 EXPERIMENT

SET YOUR NORTH STAR STORY

What do you truly believe in?

What do you users truly aspire to be?

How can you help?

Get inspiration from us

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