Airbnb’s “Aibiying” campaign in China.

Background Information
In 2017, Airbnb made a significant push to expand its presence in China, a country with
a billion-plus population and immense potential for tech companies. As part of this
effort, Airbnb rebranded itself in China, adopting the name “Aibiying” (爱彼迎), which
translates to “welcome each other with love” in Chinese12. This new brand name
reflects Airbnb’s mission of belonging and bringing people together from communities
and neighborhoods worldwide to reimagine travel experiences.

Details of the Strategy:

To establish Airbnb as a trusted and appealing option for Chinese travelers looking for
authentic and local travel experiences. The campaign included tailored marketing
materials and partnerships with Chinese influencers.

Outcome
The campaign resonated well with Chinese consumers, emphasizing community and
cultural exchange. Airbnb’s presence and bookings in China increased significantly,
establishing a strong foothold in the competitive market.

Analysis of Success
Localization of the brand name and message, strategic use of local influencers, and
alignment with Chinese cultural values of hospitality and community. The name
“Aibiying” was carefully chosen to convey warmth and inclusivity, avoiding linguistic or
cultural misunderstandings.

Lessons Learned
Adapting branding and messaging to local cultures can enhance acceptance and
adoption of global brands. Continuously engage with local communities and adapt
marketing strategies based on feedback and cultural insights.
 HSBC’s “Assume Nothing” campaign.

Background Information
In 2009, HSBC launched a global marketing campaign with the tagline “Assume
Nothing.” The intention behind this slogan was to convey a sense of trust, openness,
and inclusivity. However, when the campaign was taken abroad, especially to non-
English-speaking countries, things took an unexpected turn.
The translation issue arose because the phrase “Assume Nothing” didn’t quite translate
well in some languages. In several countries, including China, the tagline was
mistakenly rendered as “Do Nothing.” As you can imagine, this unintended message
had the opposite effect of what HSBC desired. Instead of promoting engagement and
action, it inadvertently suggested laziness and lack of effort

Details of the Strategy

To celebrate diversity and challenge stereotypes by featuring various cultural and
gender representations in their advertisements. Rolled out globally through print, TV
ads, and digital media.

Outcome
The campaign received mixed reactions, with some praising its inclusivity while others
criticized it for superficial representation and tokenism. While it generated discussions
on diversity, the campaign did not significantly enhance HSBC’s brand perception or
consumer engagement as intended.

Analysis of Failure
Lack of depth in addressing real issues related to diversity, token representation of
cultures and genders without genuine cultural insights. Failed to authentically connect
with diverse audiences due to shallow portrayal of cultural nuances and stereotypes.

Lessons Learned
Authenticity and depth are critical in communicating diversity and inclusivity messages.
Invest in genuine cultural understanding, involve diverse perspectives in campaign
development, and ensure actions align with stated values beyond superficial
representation.