Introduction

Abstract

This chapter tells the story of how Airbnb collaborated with different types of influencers in countries all around the world as part of its global marketing strategy. It introduces key questions and topics addressed in the book including: How do you identify the right influencers for your brand? What does it take to get an influencer to respond positively to your outreach? Which forms of brand-influencer collaborations are most effective? How do you measure Return on Investment (ROI) and also make sure you can trust the data you’re using for measurement? The chapter serves as a jumping off point, providing valuable context behind what the reader will learn, and the author’s motivations for writing the book.