Campaign is the main business for the growth of Airbnb China. I started as the only experience designer for campaign since August, 2019 and led 7 major campaigns which broungt total 2.4x nights lift and 2.0x new user signup lift. And I also designed the first campaign foundation platform with abundant innovative design components which saved 80% time for campaign page configuration. I worked in a big cross-functional team with Operation Managers, Product Manager, Content Strategist, Visual Designer, Engineers and Data Scientist.
Please see more details in Airbnb Campaign Design Presentation
Minsu Festival Campaign
May Day Campaign
August, 2019 - Current
The vision is to build an attractive, effective and market-sensitive travel campaign for China travellers
Following with travel seasons and public holidays, build campaign as the core power to drive overall booking lift, acquire users and gain market share by making perfect match between seasonal demand and listings
7 major campaigns and a campaign foundation platform have been launched, and here are some main points:
Affected by the virus, the strategy of May Day Campaign is different with previous campaigns. By discussing with operation managers, we figured it out like this:
End-to-End Campaign Upsell
From Splash Page, Popup, Marquee on P1, Banner on P2 and Badge on P3, we built an end-to-end circle to attract users to enter the May Day Landing Page. Marquee was the main entry which brought 40% of users. We also learned that Popup and Badge on P3 work better than other entries which attracted 40% users in total.
The main theme focused on short haul trip. At the bottom of page, users can switch 5 landing pages, including 4 different regions of domestic short haul trip recommendations and 1 outbound trip recommendation.
Content in Landing Page
In the landing page, there are key visual providing the atmosphere, tabs navigating different listing cards, context card explaining different themes, brand vendor section showing high-quality listing collections, and viral game entries brought user traffic to the WOM track.
Before exploring May Day Campaign, I focused on delivering the first foundation platform for campaign. Without guidance, I created the platform from 0 to 1 and after that, other working teams started to build their foundation platform under the guidance of campaign's.
Learnings From Previous Campaigns
Learnings From Competitors
From learnings and operation requirements, I figured out abudant design components to support different kinds of user needs.
Parallel Campaign Venues
Comparison between Previous Layout and New