GABRIELA LUNGU
Airbnb | 'Don't Go There. Live There' | Global Brand Campaign
Airbnb had to reach beyond its millennial core to a broader audience, accustomed to the amenities and security of traditional hotels, sceptical of Airbnb. By challenging how they were traveling and pushing against mass tourism, 'Don't Go There. Live There' became the most successful campaign in Airbnb's history. Awareness lifted at 2x its goal, along with the most significant 6-month increase in consideration.
It's how Airbnb scaled its business without losing its soul.
Click to see the video.
'Better Start with Costa Coffee' | CEE Integrated Launch Campaign
Costa Coffee was launched in new European markets by disrupting the coffee category full of clichés with a humorous fully integrated campaign dramatising the mishaps that can happen when you don't start your day with a great coffee.
The campaign was created via a sprint-approach that I have led and facilitated,
with all agencies and the client working together in a wide-scale creative collaboration (80+ people).
Click to see the case study.
Google UK | 'Year in Search' | Organic Social Content Campaign
Google's end of year organic social media campaign (for YouTube, Instagram and Twitter) targeting Gen Z
aimed to promote a key Google product, Search, through a fun retrospective.
We partnered with a few of the most loved influencers in the UK - human and canine - and created in record time
a quiz-show-style campaign showcasing through a series of challenges
some of the most amusing and unexpected topics that trended on Google during the year.
Click to see some of the videos of the campaign.
Google UK | 'Picked by Pixel' | Football Sponsorship Social Content
When Google Pixel sponsored the Fan Zone at Boxpark London during the Football World Cup,
we partnered with two famous YouTubers who are also football fans
to create engaging long-form organic content for social media
and bring to life some of Pixel's most distinctive features.
Click to see the hero video of the campaign.
Google UK | 'Saved by the Search' | Branded Entertainment
SBTS is the most successful series developed for Google, in partnership with influencers.
When 2022 Love Island's winners were announced,
we rushed to be the first who invited the nation's sweethearts to star in a UK social campaign
and generated record engagement and brand love as a result, without any paid media.
Click to see the hero video.
Nissan Leaf | 'Foolproof Guide' | Educational Campaign for the UK
The task was to educate the British car buying public about electric driving and present Nissan as the authority.
We did it in an unconventional way through branded entertainment.
We created a short comedy series featuring actor Joe Wilkinson. Each video was a response to a question that British people were asking about 'electric vehicles' online. Some were sensible questions, some... not so sensible.
The campaign helped people understand electric cars, but in a fun way.
Guinness Nitrosurge | 'Smooth Operator'
Product Innovation Launch Campaign
We communicated one of the biggest Guinness innovations in the recent years
with a product focused campaign with a creative twist.
'Smooth Operator' highlights both the functional attributes of the product
and the emotional benefit for the consumer.
Click to see the product demo video of the campaign.
