Airbnb revolutionized the travel industry by offering unique accommodations and connecting travelers with local hosts. In 2016, they took a step further by launching the "Experiences" feature, allowing hosts to offer engaging activities and one-of-a-kind experiences to their guests. To promote this new offering, Airbnb turned to motion design to create an immersive, visually captivating campaign.
Video by Airbnb
This blog post will explore the role of motion design in Airbnb's "Experiences" campaign and highlight the creative studios that contributed to its success.
The "Experiences" Campaign Concept
Airbnb's "Experiences" feature aimed to provide travelers with opportunities to immerse themselves in local culture and enjoy activities curated by local hosts. This feature allowed Airbnb to expand its offerings beyond accommodations and connect users with authentic, memorable experiences in various destinations. This campaign's goal was to promote this new feature and showcase the diverse range of experiences available on the platform.
Motion Design in the "Experiences" Campaign
The "Experiences" campaign utilized motion design to create an engaging and visually appealing experience for users.
Video by Airbnb
The following elements played a crucial role in bringing the campaign to life:
Animated Illustrations:
The campaign featured a series of videos with animated illustrations showcasing different experiences that users could enjoy through Airbnb. The animations helped create a dynamic and engaging visual representation of the diverse activities offered. The creative studio Buck was responsible for developing these animated videos, which played a significant role in the campaign's success.
Parallax Scrolling:
On the Airbnb "Experiences" landing page, parallax scrolling effects were employed to create an interactive and immersive user experience. As users scrolled down the page, the background and foreground elements moved at different speeds, creating a sense of depth and making the content more visually appealing. This technique was skilfully implemented by the web design and development team at Airbnb.
In-App Animations:
Airbnb incorporated motion design into their app to enhance the user experience when browsing and booking experiences. This included animated transitions between screens and subtle animations in icons and buttons that provided visual feedback to users. These in-app animations were designed and developed by Airbnb's in-house design team.
Social Media Content:
Airbnb used motion design in their social media posts to promote the "Experiences" offering. This included GIFs and short videos featuring animated illustrations and text that captured the attention of users and encouraged them to explore the available experiences. The creation of these engaging social media assets was a collaborative effort between Airbnb's design team and external motion design studios.
Video by ILLO - showcasing the Airbnb Cycling Experiences
The Impact of Motion Design on the Campaign's Success
By incorporating motion design into various aspects of the "Experiences" campaign, Airbnb successfully showcased the unique and diverse experiences that the platform offers. The campaign's visually engaging and interactive nature resonated with users and helped set Airbnb apart from its competitors. The motion design element played a significant role in driving user engagement, increasing brand awareness, and ultimately contributing to the success of the "Experiences" feature.
Video by Airbnb
Airbnb's "Experiences" campaign highlights the power of motion design in creating memorable and visually captivating marketing campaigns. The collaboration between Airbnb's in-house design team and external studios such as Buck resulted in a campaigns that effectively showcased the platforms new offerings and engaged users. As a marketer or designer, it's essential to recognise the potential of motion design and consider incorporating it into your own campaigns to elevate your brand's message and create meaningful connections with your audience.