Project:  AirBNB #NOTYETTRENDING Photography Series

Role: Art Director, Content Creation

Awards:  Shorty Award 2017, Bronze Distinction in Travel & Tourism

I worked on  the creative team at AllDay to develop this social-first editorial series for Airbnb.

Not Yet Trending explored destinations on the cusp of becoming the next “Tulum” or “Austin” and shared the rich cultural experiences only Airbnb could facilitate.

We traveled to 4 locations with emerging photographers and with insider knowledge from local Airbnb hosts, we captured the food, homes, and experiences unique to those places.

The locations may have been Not Yet Trending but the content certainly was. The results of the series proved just how much people love to be in-the-know by far exceeding KPIs. It drove 2x more nights booked than expected, garnered cumulative social engagements 2.2x above the benchmark, and recruited 3.2x more users than anticipated. Near-term conversion rates were significantly higher than for those who saw traditional brand advertising in social channels. The series proves that we have both the insight and authority to inspire the seriously curious traveler, making Not Yet Trending a global storytelling platform for Airbnb that will continue to travel broadly in 2017.