On Strategy Showcase On the Spot Mar 2025 - where planners talk about brands they’ve never worked on
Mar 23, 2025
Johnny Corpuz, Head of Comms Strategy at BBDO NY, Vanessa Chin, SVP of Marketing at System One, and Michaela Hopkins, Head of Marketing at Tracksuit, engage in a lively discussion about Vrbo’s marketing strategies, focusing on its family-friendly messaging and brand differentiation from Airbnb. They humorously explore the balance of positive emotions in advertising, the importance of cultural icons, and the innovative constraints that drive creativity in branding. The conversation also touches on the art of emotional storytelling in advertising campaigns.
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Vrbo's Small Differentiation Strategy
- Vrbo's focus on the whole home experience is a small but valuable point of differentiation from Airbnb.
- In cluttered categories, emphasizing the small drama or distinction can still create meaningful impact.
Vrbo's Awareness vs Airbnb
- Vrbo has surprisingly strong awareness at 60% of the accommodation category, though it's behind Airbnb's 86%.
- This limits effectiveness of their whole home focus since Airbnb dominates that segment.
Nick Saban Spot's Broad Appeal
- The Nick Saban Vrbo spot resonated strongly due to the cultural relevance and humor around his persona.
- Even those unfamiliar with Saban found the humor compelling and relatable.