How Airbnb bounced back from losing 80% of their business with long term brand building - Nancy King

Nancy King is the VP of Marketing at Airbnb. She leads Airbnb's global brand marketing team, performance marketing, marcom and social media teams. Prior to Airbnb, Nancy 20 years working across a mix of agencies, start-ups and as a founder of a strategy consultancy.

Timestamps

• 00:00 - Intro
• 00:48 - Nancy’s background as a creative
• 05:16 - What can people learn from both agency and client side experience
• 07:08 - Origins of Airbnb
• 08:42 - The phases of Airbnb
• 09:54 - Losing 80% of the business overnight
• 17:47 - Deciding to re-invest in advertising
• 21:23 - The challenges of not owning your product
• 25:03 - The best Airbnb ads
• 26:52 - Making creative in-house rather than using agencies
• 30:00 - The impact culture has on the work at Airbnb
• 31:51 - Working in a founder-led business
• 35:12 - How Nancy’s role has changed
• 40:12 - Power of industry events
• 42:00 - The most expensive Airbnb