In 2016, Airbnb launched a new offering called Trips. Guests could choose from 500 unique activities hosted by locals in 12 markets. Cut to 2019, and two significant changes occurred: Airbnb changed the name from Trips to Experiences and its inventory had ballooned to 30,000 in 1000 markets. Prospective guests told us that "a high-quality, authentic experience" was a key factor in their purchasing decision, and the booking data showed that food and drink were the most popular experience type. This set the stage for two strategic shifts in the Experience vertical: a laser focus on quality inventory and a move toward categorization.
In November 2019, just five days before Thanksgiving, Airbnb launched Cooking Experiences – the first in a series of new categories that would launch over the coming months. Cooking unlocked the hidden culinary traditions of families all around the world. From learning how to make grandmas’ ravioli in Rome to a traditional Uzbek plov, guests were given access to 3,000 special recipes that are usually reserved for friends and family in over 75 countries globally.
Unlike typical cooking classes, which can feel intimidating or time-consuming, at the heart of every Experience is human connection; people coming together to make and share a meal together. Hosted by families, farmers, pastry cooks and more, local hosts can now unlock the deeper meaning behind their food, teaching traditional recipes and sharing personal stories in intimate settings around the world.
Our team developed the brand strategy for Airbnb Cooking, which included messaging, visual identity, and storytelling across paid, earned and owned channels in a global 360° integrated campaign. I drove concept and vision across every touchpoint from ideation to launch.
We traveled to six cities around the world to capture the personal stories behind our featured hosts and generate the expansive production assets that could bring the category to life. The content we captured was tightly integrated into every channel in the campaign -starting with the hero films below.
We hosted our hero stories on YouTube - using sequential bumpers and a targeted masthead to generate awareness and increase purchase intent. Viewers were prompted to click through to the Cooking landing page where recall and conversion more than tripled.
Mini Docs
We also created short form documentaries to share the history, traditions and personal stories behind each chef.
Product Landing Pages
Collaborated with product designers, content strategist, engineers and photo editors to build a comprehensive product marketing landing page and custom hero listing pages for each of our featured hosts.
Product Display Pages
Developed a distinct look and feel for the PDPs for each of the featured Cooking hosts.
Partnerships
Produced a series of landing pages, media kits and stories that powered PR and partnerships with the top publications in the food industry. Those efforts generated enormous buzz around the launch moment and built credibility with food lovers all over the world.
Slow Food
We partnered with Slow Food in a social impact initiative and solicited their help in developing standards for our Cooking inventory. We then co-launched a search for the 100 best home cooks around the world. Offering an all-expense trip to Italy, to refine family recipes alongside top experts including David Chang and his mom. The story was covered by the Associated Press, who announced the new Airbnb Cooking category and the global talent search.
Blue Apron
Blue Apron customers were invited to take their taste buds on a journey around the world, choosing from recipes that were inspired by local Airbnb Experiences hosts in Paris, Florence, Mexico City, Buenos Aires, Tokyo, and Shanghai.
Refinery 29
Refinery29 is a leading source of content for our key demographic, Millennial women. R29 ran a series of articles that showcase both Nonna Nerina and Airbnb Experiences, all supported bySocial.
