Integrated Global Campaigns: Always-On & Market Moments
• Static Images
• Htlm5 Display Banners
About
At Vrbo, I was brought into the Media team as the dedicated creative lead, bridging platform expertise, performance strategy, and hands-on execution across YouTube, Google, and Paid Social ecosystems.
I combined creative thinking with data intelligence, using audience insights and brand data to craft relevant, traveler-centric content designed to resonate and convert. From concept development and leadership presentations to hands-on execution of dynamic HTML5 display at scale, paid social videos, and YouTube assets, I led the full creative cycle, ideation through optimization.
Through continuous testing, channel best practices, and performance analysis, I helped elevate global campaign results while establishing clear frameworks such as Display Best Practices and Photography Guidelines to ensure consistency and scalability.
Audience-informed. Creative built for media. Built to perform. Optimized to scale.
'Relax, you booked a Vrbo' campaign
Programmatic Display template built to refresh the content dynamically at scale quartlely with different images and messages promoting extended vacation rentals across global markets for "Relax, you booked a Vrbo" campaign.
Google (DV360) | 11 sizes
'Check All The Boxes' campaign
Created modular video & display templates showcasing Vrbo’s unique stays, ticking all the boxes that travellers look for in their ideal holiday home.
Case Study explaining more about this campaign here.
YouTube, Google & Meta | 16:9, 9:16, 4:5, 1:1 | 6s, 10s, 15s
Google (DV360) | 11 sizes
Programmatic Display Templates - Always-On/Evergreen campaigns
Designed evergreen display templates emphasizing Vrbo’s value props messages and market moment global campaigns.
Google (DV360) | 11 sizes
'A Place for Together' & 'Travel Better Together' campaigns
Both campaigns were created with emotionally resonant video promoting Vrbo family travelling together, blending lifestyle visuals with a call to action. Developed performance-driven video assets targeting flight searchers, blending brand voice and call-to-action sequencing based on audience data.
YouTube, Google & Meta16:9, 9:16, 4:5, 1:1 | 6s, 10s, 15s
Meta Dynamic Overlay Creatives
Dynamic creative overlays for Paid Social campaigns, either using static images pulling from a property feed with overlay designed layout or simple zoom-in/zoom-out short video animations of properties which performed very well (last 3 images).
Dynamic Programmatic HTML5 Banners - Partner Acquisition Campaigns
Vrbo’s DV360/CM360 creative system for acquisition is built around three core HTML5 templates used across standard display sizes and markets:
- Content Slider
- Q&A
- Testimonial
They were implemented in CM360 and mapped via global trafficking templates into DV360 (and Criteo)
Vrbo Owner Template (Content Slider) - Traditional VR owners (Second home property owners)
This template was designed so the copy is displayed clearly when combined with imagery.
A coloured panel slides out from the left, upon which, the message appears. When the panel recedes, a new image will appear and the panel slide out again with new content appearing. This will loop 3 times before stopping on an end card.
Goal: Deliver a multi-benefit storytelling (earnings, flexibility, control, support) rotating tiles that highlight key benefits (earn more, flexible hosting, Vrbo support, guest demand) within one placement.
Format: HTML5 display, localized/targeted variants such as ‘extra income’, ‘flexibility’ by market and audience
Results: +150% CTR (vs old template)
Vrbo Owner Template (Q&A) - Traditional VR owners (Second home property owners)
Based on a Problem/Solution framework, this concept template is designed to pose a question that a prospect homeowner may have and then supply the answer.
This is a text based template, so the copy has to do the heavy lifting. The template is designed to house questions and answers and will loop 3 times before stopping on an end card.
Goal: Handle top host objections and FAQs directly in-banner (e.g., earnings, control, support). Rational reassurance: answer objections and clarify “how it works” in a structured Q&A format.
Format: HTML5 display; multiple IAB sizes
Results: +21% CTR (vs old template)
Vrbo Owner Template (Testimonial) - Traditional VR owners (Second home property owners)
Emotional and social proof: real partners and outcomes; supports trust and FOMO.
Goal: Provide social proof with host success stories and proof points.
Format: HTML5 display across all core sizes as Partner_Template_Testimonial
Results: +139% clicks (vs old template)