Airbnb
_

Type: Advertising, Social, Strategy
Client: Airbnb
Agency: TBWA London
Role: Art Director, Creative

 Dracula’s castle
 Pantone house
 Advent calendar
 Strategy

As a social brand, a huge part of Airbnb’s communication happens on the social networks.
For half a year, I accompanied the brand as an Art Director from the agency TBWA to manage its social accounts. In a team created specifically to work with Airbnb, we created, directed and developped social campaigns. From day-to-day posts to really special events promotion, we elaborated strategies to provide relevant content to followers and raise awareness amongst the community and beyond.

While the ‘Outside in’ house welcomed guests to book overnight stays, it also encouraged them to engage in greenery-themed experiences available through the Airbnb app.

In-house experiences were interactive — guests could hear the sounds of nature, forage from its walls for herbs, drink tea with leaves picked from a hydroponics installation, choose plants to make terrarium vases, and even pick leaves to design custom-prints.

The promotion of the Pantone house was made through an elaborated media plan. Hints and clues were first dropped as a teaser to generate awareness about the collaboration.

We then launched the event by listing the house on Airbnb website and released the program and tickets to the experiences & workshops.

The Pantone House being a sporadic pop-up event and a small place, an intense media coverage was made on and after the launch by inviting medias, influencers and bloggers to the events and workshops where posts, stories, lives were shared all along the week.