Airbnb Australia has appointed We Are Social to lead its influencer and social media programme following a competitive pitch.
The partnership will see the agency deliver a year-round, creator-led strategy to build cultural relevance and deeper audience engagement.
Creator-fronted strategy
The programme will focus on embedding Airbnb into key travel moments, behaviours and conversations, reflecting how Australians increasingly discover and evaluate brands through social platforms.
Suzie Shaw: “Airbnb is one of the most culturally influential travel brands in the world, and we’re excited to partner with the team to bring that to life through creators in ways that feel native, meaningful and impactful.”
APAC CEO Suzie Shaw said the opportunity lies in connecting inspiration with action.
“With the majority of consumers now discovering and evaluating brands on social, the path from inspiration to booking is shorter than ever,” she said.
Shaw added that the focus will be on showing up “the moment inspiration turns into action”.
The win reinforces We Are Social’s position in influencer and social marketing, with recent work across brands including Samsung, Woolworths, Salesforce, KFC, Lion, Volkswagen Group and eBay.
Main image: Suzie Shaw