Not Yet Trending

The Tension.
People want to be first somewhere, but the unknown intimidates them, so they fall back on the safe lists of Condé Nast Traveler and The New York Times. Airbnb wanted to become the authority on where to travel next.

The Insight.
Airbnb had better data than any travel editor. Its listings begin to grow in a destination years before hotels arrive, and it can see, almost in real time, when early adopters start to find a place.

The Work.
As Airbnb's first content agency of record, we created #notyettrending: a monthly series of writing, photography and film about destinations the data said were about to break, published on the web, on social and in print. The real innovation was the production model behind it. Every month we travelled to a new destination, paired an emerging photographer and writer with a local Airbnb host as their insider, and captured a complete story, all on a modest monthly budget. An editorial process built with Airbnb's teams across North America, Latin America, EMEA and Asia Pacific kept each story relevant to its market, and put local hosts, chefs, artisans and artists at the centre.

The Effect.
116 million impressions, 1.78 million likes and around 153,000 new followers, with near-term conversion significantly higher than Airbnb's traditional brand advertising on social. The series also received a Bronze Honor at the Shorty Awards. (Cannes Lions entry, Shorty Awards)

My Role.
Managing Director, Alldayeveryday. I led the strategy and the editorial process.