FULLY INTEGRATED CAMPAIGN, NORTH AMERICA
Airbnb launched the cross-channel Host Campaign across 6 markets in North America to drive host appeal with the intent to launch the creative in other markets globally in 2020. This multi-million dollar campaign launched with five :30 sec TV spots, 1000 OOH units, 4 radio spots, 2 podcasts, 35 OLVs from :6 secs roll outs to long form documentaries, numerous banners and a campaign landing page. Featured broadcast spot aired during Emmy Awards. In addition to this work, produced a global content series tailored to Airbnb’s organic social channels.
Success Metrics
+24.4% increase in host appeal across all cities +8.8% increase in guest consideration
+10.8% increase in total visitor traffic to Airbnb.com
+5.4% increase in visitors to Homes/Host Landing page
+5.0% increase in visitors to “List Your Space” page
DIGITAL RETAIL CAMPAIGN, NORTH AMERICA
In a strong brand partnership, two iconic brands came together to create something really unique while staying true to their DNA. Airbnb x 3.1 Phillip Lim joined forces to release a limited-edition pajama collection to launch in July 2019. Designs were inspired by Airbnb’s 3 key corridor destinations. The goal was to generate brand buzz around weekend getaways with Airbnb. To promote this collaboration, we produced a beautiful film and told a travel story with a dose of fashion, featuring three pajama sets and beautiful homes. In this world nothing was ordinary; anything was possible.
31philliplim.com
SIGNATURE SNEAKER RELEASE
The Nike “Air Jordan” series partnered with Chris Paul to create his seventh signature sneaker for a highly anticipated shoe release for collectors. To tease out the look of the latest CP3.VII sneaker we created a on“Don’t Blink” spot in which fragments of the shoe flash by very quickly, and of-its-kind online experience where users could mix 'n match all of CP3's move to create their own custom highlight.
NEW PRODUCT LAUNCH, GLOBAL
Beyond - now known as Airbnb Lux - is the highest tier of home renting and experience provided by Airbnb. It offers custom designed end-to-end trips that fulfill the guests' aspirations. The promise is transformative travel. The creative challenge was to launch Beyond as a credible luxury brand that breaks the rules and raises the bar. At the heart of this challenge was a tension between luxury and rebellion. What codes could we use to be seen as a credible luxury brand from the start, without appearing cliche. As Picasso once said 'Learn the rules like a pro, so you can break them like an artist.' That's exactly what we did. We took codes. And broke rules. And launched Airbnb’s very first luxury tier.
NEW PRODUCT LAUNCH, GLOBAL
The Audi A3 Sportback film is a unique showcase in advanced 3D projection mapping, applying the latest in art and technology. The concept molds together the robot-meet-projection-mapping magic of a man discovering the new Audi A3 in an art installation, and through the circular lenses held by two industrial 6-axis robots he sees into an augmented hyper-reality. Beautifully designed graphics were projected on circular panels held by the robots and creating the illusion that they were made of glass.
DIGITAL, SOCIAL, OOH CAMPAIGN, GLOBAL
COVID-19 brought global travel to a halt and significantly impacted Airbnb and its businesses. I led the production of a campaign to ensure Airbnb is still top of mind when it comes to travel and drive demand for nearby stays. After launching in North America across product and social channels, we trans-created the campaign for other markets and regions, with a heavy focus on France.
RETAIL, DIGITAL AND SOCIAL EXPERIENCE, NORTH AMERICA
Winter Wonderlab holiday retail experience was Google’s first big splash into the physical retail space in which we created a first-of-its-kind retail experience where visitors learned and played with Google products and stepped inside a life-sized snow globe to create their own slow-mo souvenirs via a custom robotic state of the art rig. This retail experience encompassed a six-city installation in five Westfield malls across the country, and one exclusive pop-up location in Bryant Park, NYC, combining physical and digital design.
Success Metrics
+Installations with accompanying Google products were seen by 10M people across the three time zones in US
+Unprecedented retail experience generated 493M news impressions
+90 consumer media attended launch event in Bryant Park
+170 stories; 95% of stories informative and/or positive
+Radio promotions and visits by local DJ's in five markets reaching an audience of 3.5 million
+106K interactions with shoppers; more than 7 minutes spent with each consumer
FULLY INTEGRATED CAMPAIGN, NORTH AMERICA
Launch of a cross-channel fully integrated brand campaign to drive host and guest appeal in North America. The idea was to reignite consumer interest in Airbnb through a brand campaign. The campaign was delivered through the voice of our hosts, that reinforced Airbnb as a unique travel company and the go-to place for anyone looking for a more human travel experience. Launched with seven films, :30 sec TV spots and more than 1,200 OOH units that got placed in Los Angeles, Miami, San Francisco, Toronto and New York.
Total Spend // Impressions: $14.4M // 1.27B
SHORT FILM
Featuring San Francisco Ballet principal dancers Maria Kochetkova and Joan Boada, "Francesca Da Rimini" is an experiment using a robotically controlled camera to capture ballet.
SOCIAL CAMPAIGN
Piloted with 10 US influencers & distribution to EN markets with high touch goals to set the content standard bar & anchor Host product. Future strategy is to globalize & expand influencer list, and develop low-touch activation playbook for regional teams. As the result, we created an army of influencers, a video series for social channels and digital marketing playbook for hosts to empower them to market & mentor at scale.
Success Metrics
+Reached all influencer + Airbnb channels (CIQ)
+Increased YouTube video views
+Successful CTR (swipe ups, link in bio clicks)
+Engagement across Airbnb-owned channels
+High engagement across Influencer-owned channel
+Increased CC usage (blog post traffic, engagement/comments)
Increase specific #hashtag usage across specified social channels. (YouTube, Instagram, Influencer + Airbnb Blogs)
NEW HARDWARE PRODUCT LAUNCH
Google’s release of Nexus Q, an audio and video streaming appliance for users at home, designed to pull media from the Google Play Store as well as YouTube.
DIGITAL, PHYSICAL AND EXPERIENTIAL PRODUCT AND MARKETING CAMPAIGN
We wanted to recognize Superhosts by honoring the extraordinary, who represent Airbnb’s best in hospitality and foster belonging with every guest. To achieve that, we created holistic Superhost initiatives to show our appreciation and recognize the world’s best hosts within our Airbnb community throughout the year. These initiatives included data-driven hyper-personalized emails, psychical gifts, social first films and regional events. All done at a global scale.
BRAND NEW CUSTOM TYPEFACE, GLOBAL
For Airbnb’s 10 year anniversary, we crafted a brand new custom Airbnb typeface to meet the increasing need for character, function, and scale. We set out to create something that could differentiate our brand, meet our readability standards, and be utilized both on and off-screen. This typographic new beginning spans both brand marketing and design language systems, and has a quirky name to boot. From Button to Billboard, we created a typeface that would function beautifully online and offline while reflecting our brand personality. https://airbnb.design/cereal/
BRAND LAUNCH, GLOBAL
A global launch of Airbnb.org, a community-powered nonprofit that provides equitable, emergency housing in times of crisis. The launch encompassed: a brand design system, landing page, email campaign, virtual event, a film and paid ads. https://www.airbnb.org/
Success Metrics
+986 pieces of global coverage (and counting!)
+100% positive/neutral sentiment in coverage
+8,400 total social shares of press coverage
+35.8M earned impressions (Top posts by reach were Joe’s tweet which had 14M earned impressions, followed by Katy Perry, Rich Kleinman, Kevin Durant, Ashton Kutcher, James Corden and Karlie Kloss which all had over 1M earned impressions).
+96M total campaign impressions, 32% coming from Masthead placements
+32M total views
1.4M interactions (ad clicks & site traffic)
94K site visits
DIGITAL, PRODUCT, SOCIAL & RETAILS CAMPAIGN
Reimagined Airbnb Gift Cards program as a suite of owned gift card surfaces and assets, aligned with key consumer seasonal moments to launch digital-focused campaigns to drive sales, brand awareness, purchase of Airbnb gift cards in 8 key markets (US, UK, CA, DE, IT, ES, FR, AU), and own Travel and Experiences Gifting Market. In addition, to focus on 3rd party retailers via a premium placement and unique partnership opportunities to expand Airbnb presence in new and existing retailers and across new customer segments, we developed a bespoke evergreen toolkit. https://www.airbnb.com/giftcards
Success Metrics
+1400 Global press hits featuring Airbnb Gift Cards
+2M+ Home Alone OOA PDP (with link to Gift Card LP) views
+1100 Airings from US satellite media tour promoting Gift Cards
+2X U.S. web search for Airbnb Gift Cards on Home Alone OOA launch day
+42k page views across all placements
SUPER BOWL CAMPAIGN
In the wake of the travel ban, many people shared their sentiments on social media, sparking some emotional debates. To steer the conversation toward the topic of acceptance, Airbnb showed support for immigrants and refugees with aa 30-second video during the Super Bowl and on social media with #WeAccept.
Airbnb achieved its goal of starting a conversation by sharing their message during the most-watched TV event of the year, using powerful imagery, and creating a hashtag.
Success Metrics
+#weaccept was the most used Super Bowl advertiser hashtag, with 86k uses from kickoff through today
+With 67M Earned Social Impressions, it ranked #3 vs. other Super Bowl advertisers in terms of the reach of buzz in social
+Generated over 12.1M video views of the #weaccept film across Facebook, YouTube and Twitter, primarily through paid amplification, and through organic sharing and viewing
+Maintained 1st or 2nd position in search results (1.4 average) for first half of Super Bowl for “super bowl commercial”
+Airbnb received over 33k Tweets during the first half of the Super Bowl alone
EXPERIENTIAL MARKETING EVENT, GLOBAL
A community-powered “festival of hosting” reinventing hospitality and tourism, gathering thousands of Airbnb hosts, guests and thought leaders to celebrate a city and its neighborhoods. In November 2016 in Downtown Los Angeles, Airbnb Open convened 20k+ hosts and guests from the Airbnb community (from 110+ countries) for a three-day festival of hosting including 20+ interactive workshops, inspiring talks and community celebrations. AO’s sprawling urban custom-built campus took over 17 venues and 300+ restaurants in DTLA. Streets were closed off for programming e.g. Open Spotlight which celebrated DTLA’s food, music, art and design culture. James Corden hosted the Airbnb Belo Awards, Maroon 5 and Lady Gaga performed and AO featured the LA-premiere of Oscar-winning La La Land. Our marketing approach was multi faceted, with direct outreach to our community via email and social media, retweets and posts by our partners, online advertising, and a dedicated landing page with an evolving roll out of festival speakers, shows, and special events, as well as on-site branding inspired by LA.
Success Metrics
+19,137 Contacts exchanged via the digital bracelets worn by attendees
+20,000 attendees from 102 countries
+38M million video views across Facebook Live, Instagram & Twitter including 2.7 mil+ views of CEO Brian Chesky’s Trips reveal keynote
+130 million earned media impressions
+3,148 Press hits from publishers including People, Adweek, Forbes, Refinery29, USA Today & Daily Mail.
+31 Thousand video shares and PR coverage about the launch of Trips totaled 2,710 media hits
+1.3 Million Trips related searches (demonstrating interest), 955 thousand visits to the new Trips page on Airbnb’s site within the 2 week flight, and a 6% increase in Trips’ top-of- mind awareness among Millennials
ROBOTICS FABRICATION & INSTALLATION
Google Robotics gave back to Mountain View, Googlers, and Google campus visitors by creating one-of-a-kind, functional art installation right in Charleston Park. The team has developed a 21st century Sundial. Using a mobile milling robots, we carefully carved a functional geometric sculpture. Depending on the sun’s position, certain holes in the cube let light through, forming a pattern - or in this case, telling time. An attractive bench surrounds the installation, making it a relaxing destination spot. The sundial is a perfect encapsulation of Google Robotics - an object with demanding requirements, made by a single, dextrous robot working beyond its own wingspan. Built to demonstrate the capabilities of an industrial robot arm that operated on a totally mobile base, the sundial cascaded the number of the hour in brilliant beams of light onto the pavement and was designed to only operate in an exact place, at an exact time, based on the movement of the sun.
