never a stranger - Airbnb 2015
Never a Stranger
Airbnb was a multi-billion dollar company built entirely on human hospitality, and the simple act of strangers opening their homes. But in 2014, Airbnb was relatively unknown and misunderstood. Staying in a stranger’s home just felt too strange.
In the very first TV campaign we challenged this by featuring real-life hosts and Airbnb listings from around the world.
no more strangers
We ran had a global advertising spend of $22.5m and ran in the US, UK and Australia. I managed the UK strategy and additional EMEA partner activations like One Less Stranger.
We saw a 7% uptick in brand awareness, double-digit lift in brand perceptions, and traffic spikes 3-4x the baseline. By going straight at the uncomfortable truth of strangers, we created a powerful celebration of Airbnb’s purpose and offer.
Effie / Bronze / Travel & Tourism / Global / 2016