Airbnb is rolling out new marketing to attract Chinese Millennials…and their parents. They’ve asked influencers to “kidnap” their parents and take them on an overseas trip while blasting their adventures all across their social media. One exec explained part of their thought process: “How do we play a role in telling [M]illennials there is a way to get closer to their parents?” Since 80% of China’s customers are 18-35, this campaign not only reaches their core (rule-breaking) demo, but uses them as a bridge to reach an older demo, too. (Jing Daily)
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