Airbnb - a Case Study in Growth Hacking

Calgary-based business development consultant Adam Drybrough is a leader in digital marketing and project management. Adam Drybrough routinely uses a technique called “growth hacking” in his work to help companies expand and develop in creative ways. The term “growth hacking” originated in 2010. Marketing and business consultant Sean Ellis created the term to explain his work and his approach to business development. According to Ellis, a growth hacker is someone who is driven primarily by growth. Airbnb, the popular hospitality service, is one prime example of the power of growth hacking. First, the company harnessed the power of the preexisting platform Craigslist to increase awareness and advertise listings. Potential Airbnb customers were already on Craigslist looking for housing, so piggybacking on that service was both effective and inexpensive. This is a strong example of growth hacking not only because it led to growth, but because it represents a unique way of operating. Airbnb came up with the idea and put it to the test. The company took a risk, pushed traditional boundaries, and created a new business model.