To stay on top of the minds of traveller even when they are not traveling, we tapped into everything that was happening in culture around them and found ways to remind them of the Airbnb brand.

In order to facilitate that, we set up an operating system that listened in on social conversations, curated calendar events and spotted cultural triggers within and around the APAC region. Then we published content that was shared in each market. All these in a span of 48 hours. Every. Single. Week. Relevancy was key in order to engage in each market.

Collaborating with local markets to sense check the work as well as the multiple different languages and nuances within each market was vital in making the content post relatable. Notably we covered the Japanese, Indian and Australian markets to gather the varying degree of difference in culture through out the greater parts of APAC. When the brief comes in, it is all hands on deck to find and create a content idea that is as thumb stopping as possible. 

Scalability of each idea or content also had to be viable in order to maintain creative flexibility should an opportunity arises to go beyond the social post and into live engagements or activations. Some were pre-planned on a calendar. Some were cultural nuances. Others are based off the triggers we spotted within that region.