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Airbnb

A place to call home

Diversity and inclusion are at the heart of Airbnb’s creative agenda. From its headquarters in San Francisco, Airbnb partnered with futurefactor to hone the narrative and drive positive debate around both creativity and diversity.

We raised Airbnb’s profile as an open and equal opportunities employer, while elevating their ‘creativity means business’ approach around the world.

Strategy

We worked with Airbnb’s CMO and in-house creative team to develop targeted narrative-based content around industry standards and hiring practices.

The message? That Airbnb is active in addressing the inequalities around race, gender, sexual orientation and socio-economic backgrounds.

Content

We developed an integrated plan, which leveraged project launches to zoom in on the capacity of in-house teams to create category-defining work. Additionally, we sought to own opinion across themes of creativity and diversity in editorial and on stages.

In parallel, we developed a tailored Cannes Lions program to directly impact inclusive recruitment into Airbnb from among the world’s elite creative talent.

Client quotes

Jonathan Mildenhall

Chief Marketing Officer, Airbnb

“I’m really proud of the work we’ve done together because I really do think we’ve made a significant dent in the industry. As a result of our partnership we were able to change the entire industry narrative and commitment to diversity, inclusion and female leadership.”

Communication

Airbnb’s brand ambassadors have driven topical debate from platforms such as main stage at the Cannes Lions festival alongside Sheryl Sandberg, at YouTube’s Pride Day panel, the 3% Conference and Global Women in PR.

Over 70 leading interviews and coverage in industry and business publications include Variety, Business Insider, Wall Street Journal, Fast Company, PR Week and The Sunday Times.

Through the Cannes Lions-focused recruitment drive and its corresponding call to action, Airbnb received 100+ portfolios and interviewed 25+ potential hires from 11 countries.