How Airbnb’s Owned Media Strategy Successfully Attracts Customers

In our first blog post of our media values series, we introduced you to owned, earned, and paid forms of media. While earned and paid media refer to external sources of media creation, owned media is managed by the brand itself. Owned Media includes all channels owned by a company or brand, like a website, service pages, a blog, and social media channels, and illustrates a brand’s content strategy. As the interface between a company and its audience, it reflects the brand’s image.

In the following, we want to introduce best practice examples of companies which successfully managed to integrate their brand message into their owned media channels.

Airbnb’s Strategy For Diversity And Belonging

Airbnb, the trusted community marketplace, was founded in San Francisco in 2008 and by now is one of the easiest ways to engage with locals while traveling. Or, as the website itself states, people can “book unique homes and experience a city like a local”. Airbnb successfully created an appealing website that is simple to use for hosts and guests.

The search tool can be easily individualized for personal needs and the map provided during the search gives a better overview of the places available. Moreover, Airbnb suggests destinations and places to website visitors as well as local experiences which can also be booked through the website. The app for smartphone and tablet is likewise perfectly configured and easy to use.

Owned Media Airbnb WebsiteAirbnb’s cover page

Additionally, the community marketplace launched great campaigns matching its content strategy as well as its business concept in general. Past February, Airbnb created an emotionally loaded ad for the Super Bowl 2017 using #weaccept to spread tolerance towards other cultures and religions.

Regarding Trump’s inauguration in January, the ad saying “you deserve to belong” send a political message besides outlining the business concept. The simple hashtag is used on Instagram a lot and has just been employed again in the context of the San Francisco Pride Parade on June 25.

 

Acceptance starts with all of us. #WeAccept

A post shared by Airbnb (@airbnb) on

Landing Pages Raise Awareness And Call To Action

The Australian office launched a similar campaign this June, also sending a political statement to protest Australia’s lack of marriage equality. In this context, Airbnb created a meaningful and simple visualized landing page as displayed below.

Owned Media Airnbn Landing Page

Airbnb’s landing page for the brand’s campaign “until we all belong”

There are three simple reasons why we think that the landing page is awesome: It has a harmonic design matching the overall brand image, it provides informative visualized content and it includes calls to action! With the campaign “Until we all belong”, which includes a matte black ring, Airbnb CEO Brian Chesky hopes to shift the subject of marriage equality on the political agenda again, according to Adweek.

We think that Airbnb deserves a THUMBS UP for this content strategy for connecting political and social topics with the brand’s philosophy!

Whole Foods Spreads Its Philosophy On Every Channel

Another example we want to draw your attention to is the content strategy of Whole Foods Market. The grocery store implements its idea of healthy food into its internet presence quite successfully.

The brand’s Instagram account with more than 2,3m followers and a growth rate of 2.4% shares approximately 1-2 photos a day displaying healthy food ideas. In doing so, Whole Foods reposts the content of food bloggers with whom the market collaborates with. The brand mixes its Owned and Earned Media in its strategic approach on Instagram.

Hence, the feed looks quite professional even though the content is not even self-generated. Any mouths already watering by looking at the pictures below?

 
 
 
 
 
Sieh dir diesen Beitrag auf Instagram an
 
 
 
 
 
 
 
 
 
 
 

Ein Beitrag geteilt von Whole Foods Market (@wholefoods) am

 
 
 
 
 
Sieh dir diesen Beitrag auf Instagram an
 
 
 
 
 
 
 
 
 
 
 

Ein Beitrag geteilt von Whole Foods Market (@wholefoods) am

Not Only One, But Two Informative Blogs

Whole Foods also implements two blogs into their content strategy. The first blog is mainly about healthy food ideas and recipes. We know that Whole Foods is not the only grocery store providing recipes or food ideas but it is still a clever strategy to increase the value for existing customers and attract new ones.

Whole Foods is active on Instagram, Facebook, Youtube, Snapchat, Twitter, AND Pinterest and distributes its content perfectly on all channels as well as on the company’s cover page.

The second blog is operated by Whole Food’s CEO John Mackey. With this, the brand appears more approachable and forms an emotional bond towards the customers.

With Whole Food’s contextual creativity throughout all of its channels, the brand spreads its idea of high quality, organic and healthy food successfully.

Avocado’s From Mexico – Dig Through The #Avosecrets

We stumbled upon the ad from Avocados from Mexico a few months ago. The brand created a funny and creative commercial for the Super Bowl 2017. Additionally, they launched the greatest microsite which we find to be quite witty. Mona pointed out in a previous blog post why the brand’s #Avosecrets are eye-catching. Nevertheless, we wanted to point towards the brand’s microsite again in our current blog post because it is a great example of a genius owned media strategy.

Owned Media Avocados from Mexico Micro Site

The microsite shows a smartphone interface with apps the user can click on. The user is then redirected to different landing pages which offer a full variety of options to discover the brand and its products. Hence, the user can explore the #Avosecrets! Check out their landing page yourself here.

The Takeaway

A good and wisely planned content strategy is essential and should not be underestimated. As the Owned Media is created by a brand itself, it directly reflects the brand’s image. Thus, the brand needs creative and entertaining content to be eye-catching on the one hand and to satisfy the customers’ need for information on the other hand.

Additionally, a contextual and visual consistency should be given in-between the brand’s various owned media channels. To learn more about the strategies used by the top brands, watch our on-demand webinar during which we review the best-performing campaigns on Instagram.


This article is part of our current series which concerns media values in the digital marketing world. Curious about other articles? Read more here: