Airbnb's marketing advantage: fearlessness

This event report addresses how Airbnb, the accommodation rental service, is building its brand through "fearless" marketing.

Airbnb's marketing advantage: fearlessness

Geoffrey PrecourtWarc

The "sharing economy" is one of the blessings that digital enthusiasts cite as ecommerce takes on more communal aspects.

Uber and Airbnb score the highest marks as exemplary practitioners of this new business model. And each company has experienced image problems that exploded on social media – say, a drunken passenger assaulting an Uber driver and a tone-deaf series of billboards that Airbnb posted in San Francisco to celebrate its contributions to the city's tax base.

But such growing pains can become acute when business expansion comes at an...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands