#always-on content

[hanahanada]

Ectoplasm’s Always-On Interactive Content! It’s still a work in progress, so some details need tweaking, but I’m pretty happy with it!

[iamcolinkoh]

Airbnb – Content Creation Marketing at the speed of culture.

Airbnb had a problem: how to stay on top of everyone’s minds even when they weren’t travelling? We tapped into everything that was happening in culture around them and found ways to remind them of our brand. If they knew about it, we talked about it.

To do that, we set up an operating system that listened in on social conversations, curated calendar events and spotted cultural triggers in APAC (especially Japan, India and Australia). Then we published content that was shared in each market – all in a span of 48 hours. Every. Single. Week.

Here are some examples.

Diwali in India

We produced content videos for bigger cultural triggers and events, like Diwali in India, where we captured the experience through the eyes of a traveller.

Premium Friday

When the Japanese government introduced ‘Premium Friday’ to battle the country’s long working hours, we tapped on that to talk about the best staycation spots in Japan.

Ganesh Chaturthi

To mark the arrival of Ganesh Chaturthi into the homes of Indian families, we created a simple GIF that marries our logo with Lord Ganesh’s iconography.

Halloween

For something as universal as Halloween, we showed how the brand plays to the different nuances of each culture.

Our Operating System

In just 48 hours, we go from spotting a trigger and writing a brief, to ideation and creation – every single week.

Impact

More than 500 triggers spotted

Over 150 pieces of content created

Top of mind recall even when people weren’t travelling