Only On Airbnb - 2019/2020
a series to show how unique Airbnb is
and get the attention of press & social.
tiger team
In the lead up to IPO, the press was hungry to write about Airbnb, and our social channels were looking for a drumbeat of big sharable moments to maintain brand awareness. We created a cross functional team, optimized for agility.
Launch fast, learn quickly, launch again
The quantity of campaigns we aimed to launch meant creating a marketing playbook that was speedy to execute, optimized for all the KPIs we wanted to hit, and had lightning speed reporting so learnings could roll quickly into the next campaign. We launched 15 unique global campaigns in 8 months.
Winning formula
We achieved 2B social impressions, 12K press hits, won a Webby for best social series and a Digiday award for innovative use of social.
Added bonus
The campaigns not only drove the KPIs we were goaled on, but we saw knock on benefits by integrating the campaigns across the business, from product, to performance marketing, to email. The attention grabbing hook of these headlines led to significant increase in traffic to site that we could then remarket to.
