Airbnb’s Dream Vacays Continue Their Creative Dominance
Volvic Water and Airbnb have teamed up for the most refreshing getaway collab - offering a stay at a mini-home surrounded by 80 volcanoes in France. The location is the birthplace of Volvic’s mineral water and is on UNESCO’s World Heritage list. The idea was born out of a consumer insight on the importance of connecting with nature to deal with stress + Airbnb found a spike in searches in 2021 for listings near national parks in France.
Airbnb has established itself as a creative powerhouse, creating unique stays through fun partnerships – they’ve offered stays at Fresh Prince’s Bel Air Mansion and Kentucky’s Jim Beam distillery to name a few. It’s a win-win situation for both Airbnb and the brands they work with, garnering media exposure at a low cost, often cheaper than traditional advertising.
Popeyes Chicken Nuggets Launch Calls Back to a Pop Culture Moment
As Popeyes launches their first chicken nuggets, they call back to the chicken wars saying “WE COME IN PIECE” (eight-piece to be exact!) Since 2019, fast food chains have engaged in the chicken wars, fighting to be the #1 chicken sandwich. As part of the launch, Popeyes is giving away the cash equivalent of 1 million nuggets – both their own and competitor’s products – to the Second Harvest Food Bank. Popeyes has also agreed to match donations to the charity up to $25,000.
Popeyes recognized the success and domination that came with the launch of their chicken sandwich and applied learnings to a new product – a major opportunity for the businesses. Rather than simply adding the product to their menus, Popeyes created a brand moment. Their act of goodwill will likely resonate with consumers who look for purpose-led brands and generate interest in the new product by relating back to a pop culture moment.
Cheetos' Smart Partnerships Reach and Support Hispanic Students
As part of their ongoing Deja tu Huella “leave your mark” campaign, Cheetos has teamed up with Bad Bunny and Adidas to celebrate Hispanic culture and support Hispanic students. The campaign recognizes the toll of the pandemic on the Hispanic community. Through an exclusive fashion collaboration, Cheetos is donating $500,000 through a student fund to Hispanic students in the U.S. and Puerto Rico. The campaign is also showing up on TikTok, where students can share how they’re leaving a mark on the community, the culture, or the world for
a chance to win $50,000 towards their education.
Cheetos has created a well-rounded campaign that aligns with its goal to uplift Hispanic college students, likely a target audience for the brand. They’ve also secured a smart partnership with Bad Bunny, a pop culture icon and a fit for the target market. They've spent careful time finding the right partners, charities, and efforts to drive home their campaign message with a key audience.
A Quick Brief on Trends
Audio on Instagram is growing in popularity, and now the platform is making it easier to search for audio-specific content by adding an “audio” tab in search options. This will likely boost reel engagement for influencers and brands alike.
Netflix is hosting a casting call for reality shows. Reality shows are having a moment, and brands and rising influencers can get involved.
Move over TikTok, YouTube just introduced “YouTube Shorts", short-form video “to start a trend, try out a dance challenge, bring your hilarious ideas to life, and more.”
