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AirbnbTikTok Strategy

Weirdly Specific TikTok Series

Creative strategy connecting TikTok's unique subcommunities to Stays that represent them, creating 'Weirdly Specific' lists that paired unique Airbnbs with equally unique TikTok communities.

Weirdly Specific TikTok Series

The Challenge

Airbnb wanted to shift from generic travel content and reach a broader audience on TikTok. The goal: connect the unique communities on TikTok to the Stays that represent them.

Strategic Solution

We created a creative strategy that let us speak authentically to all of TikTok's subcommunities, from TravelTok to BookTok to CelebrityTok and beyond.

To break through on TikTok's For You Page didn't mean diluting your message to a one-size fits all. Instead, the more niche you got, the more chances you had at winning attention. So we made a video series of Weirdly Specific lists that paired unique Airbnbs with equally unique TikTok communities. This let Airbnb continue to speak to their loyal travel audiences, while also showing untapped audiences how they could use Airbnb in their own authentic way.

Campaign Execution

Strategy/ Leadership

Team Quarterback

Testing Roadmap Development + Analysis

My Role

  • Strategy/ Leadership
  • Team Quarterback
  • Testing Roadmap Development + Analysis

Results

Project did not get full runway due to internal org shifts, but creative work was strong.
Results
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