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Airbnb
Do it your way.
Task: Airbnb is the most versatile accommodation platform in the world. Create a social media campaign that highlights that versatility with a strong slogan and visuals to accompany it.
I built this campaign around the idea that every traveller values different comforts. The slogan Do it your way is paired with the sub-line Anytime. Anywhere and the call-to-action Airbnb it. I structured each video to open with a question or scenario, followed by a pop-up of an Airbnb filter that addresses that need. The video then transitions to a short visual payoff that brings the scenario to life, before closing with the campaign CTA and slogan. I designed the UI elements in each video to match Airbnb’s actual interface, creating a seamless connection between the creative and product. To tie the campaign together, I created a final hero video where I play a lullaby that triggers a visual cascade of Airbnb amenities — each one appearing in rhythm to the music. The piece closes on the full campaign message: Do it your way, with Airbnb. It is a brand statement and a visual summary of Airbnb’s adaptability across any traveller or trip.
Strategy
Anywhere. Anytime.
Question: How would you rollout this campaign?
To bring the Do It Your Way campaign to life, I developed a dual rollout strategy that separates content into organic brand storytelling and performance-driven advertising. For organic rollout, I treated each video as native social content across platforms like Instagram, Facebook, and TikTok. The format was designed to feel editorial and emotionally resonant — not overtly promotional. I'd release the assets in a staggered rhythm, 2–3 per week, to build familiarity and spark community engagement.
For the paid rollout, I'd select the best-performing organic videos and turn them into targeted ad campaigns across Meta, TikTok, and YouTube. Ad sets would be split by format and objective — with Instagram Stories optimised for views, Reels for engagement, and TikTok for conversion. Using Airbnb’s first-party data, I'd build custom and lookalike audiences while excluding recent bookers to reduce inefficiencies. I'd also structure A/B testing across different creative directions — from lifestyle-focused to utility-driven — to measure what drives the highest CTR and conversion rates.
Beyond social, I adapted the videos for 6-second YouTube bumpers and longer skippable in-stream placements. I also recommend using the hero film in brand placements like the App Store to capture top-of-funnel attention. This multi-phase, multi-platform rollout will allow the campaign to hit both emotional and functional touchpoints — driving awareness, engagement, and ultimately, bookings.
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