Increase visibility and brand awareness Airbnb as an ideal accommodation solution during the America’s Cuphighlighting unique guest experiences, diverse, high-quality accommodations, as well as an authentic sense of community compared to other more traditional options. On the occasion of the most important event involving the national football teams of the American continent, Airbnb turned to the influencer marketing agency Hoopygang to create an international influencer marketing campaign capable of associating the brand with the football experience. In particular, the talents involved in Hoopygang focused on the possibility of choosing Airbnb accommodation to enjoy the unique atmosphere of the Copa America, which took place in the United States from 20 June to 14 July, advising to take accommodation close to the competition stadiums . Talent recruitment, Angelo Valdes e Ana Bucket List Travelwas conducted following specific criteria to maximize the impact of the campaign, paying particular attention to the geographical origin of the followers and the engagement rates. The main challenge was represented by the ability to reach the target, i.e. the Hispanic-American community living in the United States. Thanks to its proprietary technology, Hoopygang has identified creators as the ideal figures to activate an international campaign aimed at involving their respective fan bases through promotions or incentives for bookings made via the links shared by the creators themselves.
The numbers achieved
The results were not long in coming: over five million impressions, around 90 thousand clicks and an overall engagement of 800 thousand interactions. The CTR was 1.5%, a figure that benefits from factors such as the production of authentic content, precise and cutting-edge profiling, as well as continuous, real-time monitoring of the campaign. An activity also supported by the temporal analysis of interactions, which made it possible to identify the areas and times of greatest interest for the public of football enthusiasts. “The results show the validity of the strategy implemented by Hoopygang – explains the CEO of the agency Simone Pepino -. For us this is a particularly important campaign for two reasons: on the one hand the prestige and notoriety of a global brand like Hoopygang, on the other for the ability to activate international talent. All this was possible thanks to the highly technological approach adopted by Hoopygang and our tools such as Relations e CreatorsAreaan essential support for brands and talent. Finally, thanks to important support in terms of advertising, we maximized the KPIs of the campaign.”
