Challenge

As Airbnb grew from startup to scale, digital marketing became scattered and siloed. There was no central function to advocate for a consistent customer experience which led to low engagement, high un-sub rates, and brand inconsistancy.

Airbnb sought to evolve its digital marketing function into a central global team to eliminate marketing clutter, streamline customer engagement, and increase brand value.

Solution

• Led a transformation program to create a centralized digital marketing function to streamline comms, unify brand voice, reduce costs, and increase engagement.

• Built and ran a managed service of 17 Accenture marketers, data scientists, and production specialists to build and operate Airbnb’s owned channel digital marketing.

• Solution included campaign strategy + goal setting, targeting, creative briefing + content development, build + deployment, and measurement + optimization.

Impact

• We achieved Airbnb’s goal to centralize digital marketing and produce global campaigns for hosts + guests across owned channels.

• Contributed to Airbnb becoming Interbrand’s Fastest Growing Brand in 2023, jumping 8 places and 22% global brand value.

• Guest campaigns produced statistically significant lift in intent to book.

• Consolidated campaigns to drive 300M+ impressions annually.

• Centralized communications originally sent by 27 teams globally.