Social Marketing: [Airbnb's Temporary Housing Campaign]

One of my favorite quotes is, "with great power comes great responsibility". Those who have large platforms have the ability to use their voice to promote causes in a process called social marketing. Social marketing allows companies to deliver value in ways that also benefit a greater cause.

Ben & Jerry's is known for continuously lobbying for change in regard to many social justice issues.

They've even gone as far as to name flavors in honor of important causes: Save Our Swirled- in honor of the climate change movement and Empower Mint- in honor of the Brown V Board case that ended educational segregation, among others.

Today I wanted to discuss a specific social marketing campaign with extreme relevance to current events.

Airbnb

Travel has always been something that excites me; I hope to see as much of the world as I can in my lifetime. Airbnb is a service that's made travel lodging both unique and affordable for so many. Through this service, millions of people have been able to make amazing memories, and now in a critical time, Airbnb is giving back.

In response to the horrific and destructive invasion of Ukraine, Airbnb has offered housing to over 100,000 Ukrainian refugees.

Airbnb's mission statement, "to create a world where anyone can belong anywhere" laid the groundwork for the spearheading of social issues, as they have also previously provided housing for over 50,000 refugees from various countries.

This is the sort of action that you would likely not see from other competitors of the hospitality industry, which goes to show the uniqueness of this company. As more people are driven from their homes, Airbnb has taken a stand to ensure that families receive the support they need.

Social Media and Content Marketing

Airbnb has leveraged its social media presence to raise awareness and drive action for millions of its followers. They have achieved this through the creation of content that concisely delivers important messages. This content encourages individuals to donate, spread positive messages, and even gives the opportunity to provide housing if able.

In response, there has also been an explosion of user-generated content surrounding Airbnb and its commitment to refugees.

In response to this campaign, Airbnb has generated millions of dollars in bookings of Ukraine-based properties in support of local hosts.

This has all been a great example of how social marketing can bring the world together in support of one another in times of need. The power of the internet, and more specifically social media communities has proven to have the capacity for amazing action.

Digital Marketing to Promote Change

Through my digital marketing studies, I've been able to develop content and social media marketing skills that can be leveraged to promote change. On an organizational level, refugee support campaigns can be created and managed to further support displaced individuals.

Social media has proven to be one of the most powerful and influential platforms for driving action and promoting change; as a digital marketer, having an understanding of content management tools is vital.

Understanding content strategies, and cohesively working to create relevant and useful messages allows for effective communication between a business and its community. Airbnb has excelled at this, which has allowed them to act quickly and promote change more effectively than other entities.

So many large entities neglect to speak out and promote change. In a profit first world, fear of disapproval can create silence. Companies like Airbnb have chosen to defy the status quo and advocate for a better future. Digital marketers carry the tools for change, so why not use them for good.