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.Timestamps00:00 - Intro00:48 - Nancy’s background as a creative05:16 - What can people learn from both agency and client side experience07:08 - Origins of Airbnb08:42 - The phases of Airbnb09:54 - Losing 80% of the business overnight17:47 - Deciding to re-invest in advertising21:23 - The challenges of not owning your product25:03 - The best Airbnb ads26:52 - Making creative in-house rather than using agencies30:00 - The impact culture has on the work at Airbnb31:51 - Working in a founder-led business35:12 - How Nancy’s role has changed40:12 - Power of industry events42:00 - The most expensive Airbnb