CD

What kind of family are you?

After reaching saturation with young couples, Airbnb wanted to attract a new customer – families. But with stiff competition and no real differentiation the first job was to persuade parents that Airbnb offered everything their family needed. We did this with one simple question.

RESULTS

387,000 people took part

87% completed the test

15% shared their film

24% were earned interactions

We then used the five family types, and Facebook audiences we had captured to retarget families with specific trips to suit their holiday personality.