Vrbo had an ad-hoc approach to digital demand capture that felt disconnected from its upper-funnel storytelling. So my partner and I pitched a new concept to elevate the work stream and build consistency in how the brand shows up across channels.

Our concept offered brief windows into different vacation moments, capturing a variety of homes, travelers, and features, all with the same underlying message: a Vrbo is a vacation rental that helps you relax. It also gave us a library of premium assets that could be repurposed for new ratios and messages.

Vignettes quickly became some of Vrbo's best-performing work, with the top videos on connected TV and one of the highest cross-channel conversion rates of any campaign. Just as importantly, it showed that “hard-working” and “brand-building” aren’t mutually exclusive.