Client: Airbnb

Agency: TBWA/Chiat/Day


Creative Concept

Credits for Launch of Trips Product: HERE

As part of the social team responsible for launching the newest addition to the Airbnb platform, I helped come up with and make the creative that went out on the social pages before, during, and after the announcement of the app's expansion. 

This included:

  • A 4 day war-room in which I wrote custom responses for audience and influencer engagement.

  • A full rollout of supporting social content: including an IG color hack teaser, multiple account rabbit holes with full scrolls, a 360 FB image featuring every single poster for Trips, etc.

  • A secondary 2 day war-room in which our audience tweeted a series of emojis to the Airbnb account and I had to match them to a corresponding experience or trip with a custom response.

As the campaign continued...

In what can only be called a social production experiment, we set out to see how quickly we could turn around trailers for a few Airbnb Experiences. For each of these videos, from start of shoot to final posting on social, we had 48 hours.

In this content sprint, I was responsible for interviewing each experience host, building a storyboard based on their product, and then working with the production crew through editing till posting. All in 48 hours.