https://www.hollyclarke.work/work daily 1.0 2021-01-14 https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311156799-C84QVGM69UIZHYPKMSV3/Screenshot+2021-01-10+at+12.38.56.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610310894578-L993UUD0V2RTFXG5ESEK/giphy.gif Work - a series to show how unique Airbnb is and get the attention of press & social. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610310764327-J0HPUMRZ9ILWR6V1KMJK/Screenshot+2021-01-10+at+12.27.30.png Work - 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. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311956385-TFCKVQ6C3IOM1P9NYC1M/Screenshot+2021-01-10+at+12.49.56.png Work - Downton Abbey https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610312064725-WHTQOS661H2M1EEXOC4K/Press_HeroPhoto_01.jpg Work - Barbie's Malibu Dream House Only On Airbnb https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311945756-8IEXTUR16UKOTKGDLW40/Screenshot+2021-01-10+at+12.49.46.png Work - Antarctic Sabbatical https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311955313-TSK4M5PR73S4DXWMY3H1/Screenshot+2021-01-10+at+12.50.08.png Work - Jaipur Palace https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311951381-FQOBB15V0LZLP1008COY/Screenshot+2021-01-10+at+12.50.27.png Work - Bahamas Sabbatical https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311953744-WE4PRP307QSKFSB0JDMS/Screenshot+2021-01-10+at+12.50.17.png Work - Glass Igloo https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610312108945-KQ5PZK8DOM5N6DKJVQC9/Screenshot%2B2021-01-10%2Bat%2B12.51.51.jpg Work - Weinermobile https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610311951564-JVDXJQJ7U5PIVGQ2UL2F/Screenshot+2021-01-10+at+12.50.37.png Work - Unique Airbnb Fund https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610313049870-3L2B3BEG5ATXVBR3F9BR/2020-winners.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610329416717-OU1SZZI6KZRYYDVHGVX0/Screenshot%2B2021-01-10%2Bat%2B11.57.33.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610326364952-UE9YX08ZRCMUS7SCI6GS/01_DSC08679_JL1_2000x2500.jpg Work - One of Airbnb’s strongest assets is its community. As the company grew and more people started traveling on Airbnb, it became important to get back to our roots and make sure hosting was at the core of our messaging. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328985643-Q7PGTM9QYBJ390DLWC6V/snakehouse.gif Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610326687792-RM78BJBW90SVKME7Q0J4/Screenshot+2021-01-10+at+16.57.44.png Work - Except we had a problem Nobody knew what hosting meant. Of the millions of Airbnb hosts, less than 2,000 listed Airbnb Host as a job on LinkedIn. Even in our product, “host” wasn’t a universally used term. So we embarked on a mission to make “hosting” a thing. We felt the best way to do so was to let hosts define hosting, through their stories. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328641311-KSQR2I3KAHZPKPIN3YCK/01_DSC08654_JL1_2000x2500.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328684505-SJZFVOSTTLMQ6FGHREKZ/H19-008-IMGP5985_TB_2.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328730614-09Z0V55EUFW1C6MWKEID/DSC08942_JL1_16x9.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328640194-ZNR3AZIKT6GXQQS4S9PM/01_DSC08679_JL1_2000x2500.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328716691-IJ25CHK62BH2N3ATKKTI/PJM025619Q107-895_RET.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328681698-VTJ84SGNIE768YZUHSX9/PJM025619Q104-EH_airbnb_marko_house_0610_JL1.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328665482-KJ3TFE7QBW285Q9EMS54/H19-008-IMGP5360_TB_2.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328650284-BFV2BOQC1NW5BXAITNKF/02_DSC07807_JL1_2000x2500.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328658212-14XSF8SQOJ40QUKKN61R/03_DSC08992_JL1.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328737753-JED1CTKCG6D4GAZE2J4D/PJM025619Q107-1878_RET.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328688039-JRY1SYPNSGIU2ECV4MK7/PJM025619Q104-EH_airbnb_marko_house_0716_JL1.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610328750053-7W3RIL53TTQRCV0XFOL8/Nancy-Instagram-Wall-4x5.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610325774614-1XPQAYKXPVFDZG0GSCWP/Nancynew.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610329178866-NRIW41OCB23XUCFQ49YP/DSC08942_JL1_16x9.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610332746772-0IQEYI0H1S17LD378QPM/Screen_Shot_2016-03-29_at_11.20.25_AM.0.0.jpeg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610333367882-RJXH3L5BZRBPI34OIQLU/shark.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610333266953-XHHIT2C3LLBEA2MY28T9/d0590253_original.jpg Work - Once-in-a-lifetime overnight experiences that only Airbnb could unlock Each so incredible, the whole world wants to participate. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610333232896-L8F34LRLQ4PFYVISNY5G/5756e751dd089509448b466e.jpeg Work - EMEA > GloBal Airbnb’s Night At series spanned many years and ran globally, although originated in EMEA. I managed a team who worked on EMEA Night At campaigns while in London, and then supported global campaigns when in San Francisco. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610333574592-8BAIB69TWQD699CCSQDZ/Screenshot+2021-01-09+at+19.54.10.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610333686601-E942PVG1AC0VO31M20WI/drac.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610333634931-M4EABV8PZR2GF9M1Z78Q/Screenshot+2021-01-09+at+20.07.53.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610334252078-GV2R75TVM1SD7PSZT4TQ/LiveThere.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610335025439-HOQMGUTVOLNGC18GH6JZ/photo2.jpg Work - Local success We ran the global campaign both transcreated & locally optimized across contextual media buys, and custom experiential and social activations in Paris, Berlin and London. The EMEA part of this global integrated campaign contributed to an increase in awareness of 13% globally, Germany + 17%, France +13%, UK +8%, and was awarded an Effie for campaign effectiveness. Effie / Gold / Travel & Tourism / Global / 2017 https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610334423894-0X9C9HBYE9IEYLZGOHOH/airbnb-print-2.jpg Work - “Don’t go there, live there” In an effort to expand Airbnb’s appeal to mainstream travelers without losing our soul, we needed to address declining awareness growth rates by reaching beyond our millennial core to a broader, more skeptical audience, accustomed to the amenities and security of traditional hotels while traveling. The idea? Position Airbnb as the antidote to soulless, mainstream mass travel. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610337414369-MZ3WTWFPBRLZRZJTQRS1/public-news-216357-airbnb_still_02.0--2x1--940.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610337963453-C4WC9DZBUW26KYV22G0U/public-creative_review-216357-cr_images-bedv0043h_airbnb_us_never_a_stranger_for_air_60_still006--default--940.jpg Work - 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 https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610337470352-VT78A2HLNXLNF64XUJ1X/public-creative_review-216357-cr_images-bedv0043h_airbnb_us_never_a_stranger_for_air_60_still005--default--940.jpg Work - 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. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610339323741-7815YREHXDCPJG2606HE/Screenshot%2B2019-04-30%2Bat%2B6.22.14%2BPM.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610338682641-PTK724REQ9P5ASYWG6KY/68d14ed1_original.jpg Work - Celebrate a law change We were posed with a problem - how do you make a rather dry law change in the UK something people (and press) wanted to talk about. The solution - float a house down the Thames. We worked with TBWA to design and build a Pixar-esq house in the style of an iconic Primrose Hill home to brighten up a gray week in May. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610339538797-IBTMX0Q22X8K66P3CZRQ/Floating-boat_London_Huix030.jpg Work - welcome aboard The house was a fully functioning single storey home, with bedroom, bathroom and living room - kitchen, complete with steering wheel. We ran a competition to win a night in the house, and before the stay docked it along the river for a week for influencer and press events, and a celeb party. We certainly gave London a lot to talk about, with over 300 press articles. https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610339269319-ZJWZ8JNPEPC34LZGX8PL/Screenshot%2B2019-04-30%2Bat%2B5.38.44%2BPM.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610338708836-ETXQ6BMRH11RGGPLW5DF/301468fe-3341-4029-af70-75484e1fe0b5_large.jpeg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610339175128-QVN9DT0FLMF948IPF15K/gettyimages-474120248+%281%29.jpg Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1610339296514-BWS1NWSBM5FZR4CA5RKF/Screenshot%2B2019-04-30%2Bat%2B6.18.33%2BPM.png Work https://images.squarespace-cdn.com/content/v1/5cc7579b52395863e714ed23/1556673198460-QNMFKCRS869Z43KQHZJU/Screenshot+2019-04-30+at+5.09.17+PM.png Work 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