Airbnb - Categories
OOH
Challenge
In 2022, I worked on Airbnb's largest platform innovation to date—the introduction of Categories, a new way to discover homes based on their unique features. Our team faced the challenge of translating the digital experience of exploring 55 different Categories into compelling outdoor advertising that would capture the essence of this revolutionary approach to travel.
Strategy
We developed an immersive urban campaign that brought Airbnb's diverse property categories to life in major travel destinations worldwide. By strategically placing complementary advertisements at both street level and on large-scale billboards, we created a narrative journey that mirrored the discovery experience on the platform.
Impact
The campaign delivered exceptional results:
- Generated over 2 billion impressions worldwide
- Drove the highest new user acquisition rate in company history
- Contributed to Airbnb's most profitable year since its founding
This project exemplified how thoughtful outdoor advertising can translate digital innovation into tangible, city-wide experiences that resonate with consumers and drive significant business growth.
Role
Led visual strategy for the Categories campaign, managing a team of creative leads and art directors. Established visual guidelines, directed photoshoots, and oversaw image licensing and post-production to ensure exceptional quality across all outdoor installations, directly contributing to the campaign's record-breaking performance.