At the beginning of 2017, our team at Flipboard revealed a very anticipated product and brand refresh. Along with a reentrance, we wanted to grow incoming traffic; Weeteamed up a successful month-long co-marketing and promotion campaign with Airbnb.
See the case study here.
See the case study here.
The concept was designed to be straightforward: Open the all-new Flipboard, explore and ”Heart” stories featuring Airbnb Experiences — viewers would automatically be entered to win a free Airbnb trip or additional prizes.
Our design and marketing team chose to partner with Airbnb because our core audiences had some overlapping content fit centered around passions and interests. Most importantly, we wanted the giveaway/co-promotion to feel natural, to drive genuine engagement.
The following excerpt was taking from our case study
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In total the media campaign delivered more than 39M targeted campaign impressions, reaching existing and past readers as well as new prospects.
In total the media campaign delivered more than 39M targeted campaign impressions, reaching existing and past readers as well as new prospects.
The ads on Flipboard driving to the Experience Magazines far exceeded our expectations. The month-long ad campaign earned a 3.3% CTR; the last week of the campaign actually garnered a CTR of over 4%, with ads encouraging readers to explore both daily prizes and the grand prize. (That’s an impressive 8x the industry standard for mobile display ads.)
The magazines on Flipboard generated 4.2M Page Flips from 440K Viewers who “Hearted” Airbnb Experiences more than 69K times. Additionally, Followers of the Airbnb Profile on Flipboard went from 0 to 29K, creating a foundation for future content-marketing initiatives. The campaign also drove some 38K visits to Airbnb.com — a robust 9% CTR of the total Viewers.
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