Airbnb: #OneLessStranger Social Media Campaign

  • Objective: Our objective was to launch an audacious social experiment to rid the world of strangers. At Airbnb, we aspire to create a world where people can Belong Anywhere. The primary barrier we face in achieving this aspiration is strangers. Strangers disrupt feelings of acceptance and therefore the enemy of belonging.
  • Strategy: What happens when Airbnb invests and entrusts the community to unlock the creative power of human hospitality to change the world? To entrust our community to help rid the world of strangers. Brian Chesky, Airbnb’s CEO, gifted one million dollars in the form of ten dollars into the accounts of 100,000 people in the Airbnb community. He urged them to put this donation towards committing one act of hospitality for a stranger, document it, and upload that to social media with the hashtag #OneLessStranger.Then, Airbnb urged the world to join in. By using the hashtag #OneLessStranger, we were able to harness the power of our community to encourage their friends and followers to join in and participate.
  • Outcome: As of January 27th, 3 weeks after the launch of the campaign, over 3M people around the world engaged with the campaign, created #OneLessStranger, and were talking about the campaign.