Airbnb has long differentiated itself from competitors with unique stays dreamed up by its diverse host community. The brand amplified their efforts with product-driven demand campaigns that created short-term growth, but did not provide meaningful air cover in the face of mounting negative press. In 2019, charged by leadership with changing the conversation, Airbnb mapped out an approach to bring exclusive new inventory onto the platform, and to use those listings to tell Airbnb’s holistic brand story. While the activations within this campaign number in the dozens, this entry especially highlights North America and Global activations.

Airbnb piloted the first brand-led “Only On” stay in May 2019, listing a sleepover on the Spice Girls Bus. The 90’s artifact had never been bookable before.

With this listing, we established KPIs and set our creative guardrails for the program: a unique listing, exclusive access, authentic host story, and connection to a passionate fanbase.

Rather than dictating campaign spikes based on an arbitrary marketing calendar, this campaign was designed to tap into culture and create moments with the greatest impact in media.

Following our pilot, we launched stays in the Barbie Malibu Dreamhouse, the City Palace of Jaipur, the Fresh Prince Mansion, and the world’s last Blockbuster Video, among many others.

Leading with earned media versus paid promotion, Only on Airbnb transformed Airbnb’s local inventory into viral global stories, underpinned by memorable key visuals that helped each promotion travel far and wide.