#16: Airbnb—The Brilliant Strategy Behind Their New Messaging Campaign

Business Made Simple Podcast

StoryBrand.ai

Marketing, Story, Bmsu, Businessmadesimple, Brand, Business, Bms, Storybrand, Entrepreneurship, 474622, Storytelling

4.8 • 2K Ratings

🗓️ 21 April 2025

⏱️ 40 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

If your marketing isn’t working, it’s probably because you’re not talking about the right problem. Most businesses struggle to identify the most compelling issue their customer is trying to solve. They either talk about too many things or pick a problem that’s too vague. When that happens, customers stop listening. But when you finally address the problem that makes your customers say “yep, that’s me!”, sales start to climb. That's what Airbnb just nailed with their new messaging campaign. So, how do you figure out the exact problem your business solves in a way that drives real results?

In this episode, Don and Kyle break down Airbnb’s latest messaging campaign and why it hits the mark so effectively. They unpack the brilliance behind how Airbnb redefined the problem it solves and how you can apply the same strategy to your own business. You’ll learn a simple way to clarify the problem your customer actually cares about and how to build an effective messaging campaign around it. Listen in for strategic tips on how to get sharper messaging and more customer engagement.

Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai. It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai.

Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazonor wherever you buy books!

Transcript

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0:00.0	You're listening to the Why That Work podcast presented by storybrand.a.I.
0:07.7	If you've ever wondered why certain brands, trends, or cultural phenomena find success while others don't,
0:12.6	you're in the right place. Every week we unpack why something worked,
0:15.9	then give you actionable insights that you can use in your own life.
0:19.4	Now let's dive in with your hosts, Donald Miller and Kyle Reed.
0:24.5	Welcome back to the Why That Worked podcast where we discuss messaging campaigns that
0:28.6	worked, why they worked, and how you can apply those ideas to your business.
0:33.0	And today we're talking about Airbnb's latest messaging campaign.
0:38.0	Don, this grabbed my attention on a random moment.
0:41.0	I was watching probably a sports game because that's the only time I watch.
0:43.4	A sports game?
0:44.3	Sports game.
0:45.5	A basketball game in particular.
0:47.9	And this commercial grabbed my attention.
0:49.8	And I thought, what better place to talk about why I grabbed my attention on the one time I actually
0:54.9	watched a commercial. Have you seen Airbnb's new kind of messaging campaign around their
1:01.2	updated marketing? Have you seen those commercials with the animated figures? Only because I've heard
1:05.0	you talk about this. So I paid attention a little bit. Actually, no, that's not true. I saw
1:08.4	him on TV and I thought something's going on here that's interesting.
1:13.8	But I don't know that I analyzed it very well.
1:15.6	Interesting.
1:16.2	Yeah.
	...

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