Featured Project
Airbnb
Consumer Insight • Brand Strategy • Campaign Planning • Competitor Research
OVERVIEW
Role
Marketing Strategist
Timeline
September 2025 - December 2026
Team
Juan Zheng
Isabella Joslin
Xuke Feng
Stephanie Yu
My Contributions
Consumer research & audience insights
Campaign Strategy development
Activation Planning
Presentation & Storytelling
THE CHALLENGE
Develop a 10-day digital marketing campaign to increase Airbnb’s brand awareness and drive local bookings among travellers
KEY INSIGHTS
1
Airbnb has attention, but not enough action.
2
Booking friction and decision fatigue create drop-off before purchase
3
Travellers are increasingly price-conscious and value-driven
OUR STRATEGY
We repositioned local Airbnb stays as accessible micro-escapes rather than traditional vacations.
Stay Local, Go Further
a 10-day digital marketing campaign encouraging consumers to rediscover their own city through Airbnb stays and experiences that feel new, local, and worthwhile
CAMPAIGN ACTIVATIONS
a full-funnel omnichannel experience
Social Media
Influencer Content
Airbnb Experiences
Mobile Booking Plan