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RAN IN: United States, Australia, France, United Kingdom
CLIENT
Airbnb Inc.
Jonathan Mildenhall, Chief Marketing Officer Peter Giorgi, Global Head of Advertising and Content Diane Chour, Head of Global Media at Airbnb Rachel Holbrook, Global Head of Production at Airbnb
Andrew Kasprzycki, Executive Vice President Jillian Mansheim, Global Associate Director Anthony Medio, Global Associate Director
SUMMARY
In 2015, Airbnb set out to show the world it offered more than just a snooze in someone else's sheets. Tasked with a 10% lift in global brand awareness, we also had to inspire openness to an oft dismissed idea. In two months, we created a 14% uptick in global brand awareness, double-digit lifts in choice-driving brand attributes, and spiked web traffic 3-4x the baseline during broadcast airings. By going straight at the uncomfortable truth of strangers, we addressed the brand's biggest barrier and transformed the world's view of Airbnb.
