Airbnb “Should Be Disrupting Our Own Business”: Global CMO
The evolution of Airbnb has gone from two mates renting out an airbed in their apartment to a disruptive phenomenon on a global scale, but it’s not satisfied with resting on its laurels.
Or at least that’s the sentiments of the company’s global chief marketing officer Jonathon Mildenhall, who when speaking to B&T said Airbnb was “restless”.
“Here in Silicon Valley, the appetite for innovation within companies is just extreme,” Mildenhall said, hinting at further innovations of the business later this year.
“We as a company continue to innovate within itself, and this coming November we’ve got further great product and service news to show that Airbnb is kind of restless with its current state.
“We believe that we should be disrupting our own business not because we want to but because consumers demand it.”
The home sharing business on Friday launched a series of localised, Aussie-narrated ads that build on its latest campaign inspiring travellers to “live” their destinations, by swapping the American accent for a more familiar one.
Airbnb kicked off its ‘Never A Stranger’ campaign a couple of years ago to address what Mildenhall said was a “universal tension” surrounding Airbnb’s business model.
“The team uncovered some insight at the time that showed when you said you were travelling with Airbnb, people would say, Are you crazy? Is it safe? Is it ok?,” he told B&T.
“This was amplified even further with people putting homes on Airbnb and sharing their homes with strangers.”
From this, the campaign to address what Mildenhall calls the “uncomfortable truth of Airbnb” was born, growing the brand to four times the size it was at that time.
But the journey doesn’t stop there, with Mildenhall telling B&T the next challenge was identifying the next “universal tension” that needed addressing, and that was the state of modern tourism.
“We started thinking, we’ve done stranger tension, but then we identified a bigger global tension which affects all travellers and that tension is modern travel,” he added.
“And that’s the way people are shepherded around in groups, waiting outside monuments to take same pictures, eating at the same restaurants, visiting the same attractions.
“When people travel they want local experiences, not tourist experiences. Now we’re actually addressing this global need because people think modern travel is sick.”
Looking at its community of users and hosts at large, Mildenhall said it’s one of the most varied environments he’s ever worked in.
“The Airbnb community is so diverse – we’ve got families, singles, LGBT, different ethnicities – all travelling around – so we want to make sure the marketing of Airbnb is as diverse as platform itself.
“I cannot think of another brand that’s been able to do millennials and families with same kind of cool.
“We looked at the trajectory of Airbnb and thought we’ve got to start looking at families, but we don’t want to turn into a brand that millennials don’t think is cool, so we needed to use the same kind of creativity we use in millennial spots.”
Please login with linkedin to comment
Advertising Standards Bureau Clemenger BBDO Sydney jonathon mildenhall never a stranger Newspaper of the Year YouTubeLatest News
REVEALED: All The Finalists For The 2021 Snapchat Young Lions Competition
There's sure to be some tears with the reveal of the Young Lions competition. Even more so if you actually entered.
Congratulations To All Our 30 Under 30 Winners!
There is more talent in this 30 Under 30 winners list than a Manpower strip show at Panthers World Of Entertainment.
Leadership, Humanity, Technology – The Sweet Spot
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
“Very Creepy”: ABC Forced To Apologise Over Navy Ship Twerking Video
This twerk video has divided the B&T office this morning. By that we mean "hilarious" to "absolutely f@cking hilarious".
Urth Teams Up With Croud To Drive International Growth
The Australian camera accessory brand, Urth, famed for their focus on sustainability, has appointed Croud as their new digital marketing partner, in order to power global and local growth.
VMG Digital And TreSensa Join Forces To Provide Best-Of-Breed Playable Ads
Leading mobile creative technology companies, VMG Digital and TreSensa Technologies, join forces to fuel best-of-breed playable Facebook Ads to help clients drive app installs.
Furphy Celebrates Tellers Of Tall Tales In New ‘Unearthing Unbelievable’ Brand Experience
Eight in ten Aussies (86%)* believe telling a furphy is a unique part of Australian culture, now Furphy is on a mission to celebrate the art of storytelling and uncover the nation’s best furphies.
Know A Standout Marketing Boss? Nominate Them For B&T’s CMO Power List!
B&T's on the hunt for Australia's top marketers! Sure, not as interesting as Australia's top yodellers or log rollers.
Winners! Frocks! Tears! Your Party Pictorial To Last Night’s 30 Under 30!
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Publicis Groupe Beats Q1 Expectations, As Aussie Ops Record “Dynamic Organic Growth”
B&T would've added sacre bleu to this Publicis headline, however, we have no idea what it means or how to spell it.
Canva Brings Instagram Scheduling To Canva Pro
Canva owners set to become even more obscenely billionairey after doing latest thing.
Getty Images Announces $US85,000 In Grants For Photojournalists
In this day & age of tech behemoths & media barons, it's nice to see the humble old photojournalist getting a look in.
How To Harness The Skills Of A Gen Y & Z workforce To Future-Proof Your Business
Look, it's top tips to harnessing your Gen Y and Z employees sans any Spanish Inquisition torture techniques.
FutureFeed Appoints Five By Five For Global Launch
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Clems Melbourne Announces 10 New Starters
Excellent hair clearly part of the recruitment process, as Clems Melbourne announces 10 new hirsute starters.
Thursday TV Wrap: Gogglebox Continues Rise While Seven Wins The Night
B&T hosted the 30 Under 30 awards last night AND is bringing you last night's telly numbers. Live the lies here.
SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]
WPP AUNZ Launches NextGen Leaders Program
WPP AUNZ says its nextgen leaders program isn't solely open to the company's crawlers and sycophants.
JCDecaux Launches Programmatic Offering & Announces Partnership With Adobe, Building A New Digital And Data Ecosystem
JCDecaux announces Adobe partnership. Which, admittedly, isn't as interesting as, say, a Dannii Minogue partnership.
VGood Launches ‘Undercover Healthy’ Creative Campaign
VGood is a "nut-free, chickpea based range of snacks". Absolutely perfect for boring everyone with your dietary habits.
Nova Boy Turns Up The Feel Good In A New National Marketing Campaign
To its credit, this NOVA pretty press photo totally debunks the "face for radio" adage.
Purpose-led PR And Digital Marketing Agency Compass Studio Wins New Clients B Lab Australia & New Zealand And Verve Super
Boutique PR and digital marketing agency Compass Studio announces a host of new clients this month including B Lab Australia & New Zealand and Verve Super.
LEGOLAND And Vision Australia Team Up For LEGO Braille Bricks
Vision Australia unveils LEGO Braille Bricks. B&T doubts it'll stop you treading on the painful little buggers, however.
The Trade Desk Kicks Off Beta Testing Of Unified ID 2.0 In Australia
For those not in the know, beta testing is a technological term for "we've got no effing idea if this is gonna work".
Einsteinz Communications Marks 20th Anniversary By Joining Global Tech PR Specialist Network, The With Global Alliance
Einsteinz Communications announced today it has joined the Global tech PR agency network, the With Global Alliance.
Yubo Chooses Ogilvy Social.Lab As Their New Agency
For the record, Yubo is a social platform & not to be mistaken with drunk NRL fans more commonly referred to as 'yobbo'.
Setapp Campaign Dives Into Viral Tech Stories
Super Simple Stories answers all the questions you never knew you had about technology innovations
AFL Names Therabody As Its Official Recovery Partner
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]
Seven Ramps Up Olympics Offering 100 Days Out From Tokyo
The off-again, on-again Olympics are back on again and just as half-a-million hotdog frankfurts reach their expiry date.
