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Host Recruitment Campaign • Airbnb


Post-COVID, Airbnb needed more hosts. So they launched a huge 360° campaign to convince regular folks to open up their homes and become a host.

This was no small production feat. On any given day, I had to wrangle 100 people across marketing, product, and creative to keep the train moving.

I ran alignment workshops, and managed the production of the host landing page, multi-million-dollar TV commercial, new website content, the Ask A Superhost product and a slew of organic and paid social assets. 

The result? New host signups increased by 10% despite COVID-19 headwinds; delivered at TV spot with an 80% video completion rate, social ads with 2-3% engagement rate, and a landing page with 85% form abandonment rate. . 

Television

 
Pinterest

1 of 5 video ads.
Instagram   

1 of 8 Instagram videos and made into Carousels
*Localized for 32 countries

Host Landing Page videos

*Localized for 32 countries