Problem: Creating a holiday merchandising campaign sounds like a straightforward task. Except Airbnb had never merchandised their product before. We had to invent merchandising on Airbnb from scratch. And then figure out how to make it festive.
Solution: Create a landing page, copy, and visuals that are relevant globally and product landing pages that are specific to guests locally. Using the global creative I created the first art direction system for a fully integrated digital and social campaign.
Role: I led the creative across global cross-functional teams to deliver on the ask from strategy through execution.
Senior Art Director / Designer: Myray Reames
Illustration Art Director: Naomi Benson
Designer: Leah Koransky
Copywriter: Daniel Paredes
Creative Director: Naz Arandi
Results: The campaign was a major success seeing a 17% uplift in first-time bookers. 51% click through rates on the travel guide from the homepage and a 90% click through rate on the highest performing persona in the travel guide.