Would you launch a campaign that represents your brand’s core values—with only a few hours of prep?
Airbnb did.
When a major political event shocked the world in early 2017, Airbnb didn’t wait to craft the perfect response. They moved fast. They launched a full campaign, made bold statements, and even aired a Super Bowl ad—all in just a few days.
The campaign was called #WeAccept, and it became one of Airbnb’s most defining moments.
This wasn’t a stroke of luck. It wasn’t an impulsive PR stunt.
It was the result of something more powerful: Trust.
Trust between Airbnb and its marketing team.
Trust in their purpose.
And trust in the speed of execution.
In this article, we’ll explore how trust allowed Airbnb to move quickly—and how your business can apply the same approach when timing is everything.
Because let’s be honest: in the digital world, the slowest brand dies first.
Why Many Campaigns Fail: Fear, Delay, and Decision Paralysis
Great campaigns don’t die in brainstorming sessions.
They die in email threads.
Here’s how it usually happens:
- A cultural event breaks out.
- The marketing team pitches a timely idea.
- Leadership loves it—in theory.
- Then comes the back-and-forth: “Is this risky?” “Let’s ask legal.” “What will people think?”
- Days pass. Momentum fades.
- Eventually, the idea is either watered down or dropped.
That’s how you miss the moment.
According to a Nielsen report, 47% of high-performing campaigns owe their success to timing. But companies delay execution because they lack one essential thing: trust.
They don’t trust the team to make quick calls.
They don’t trust the idea enough to act.
They don’t trust that speed matters more than perfection.
Airbnb proves the opposite: when trust is high, speed becomes possible.
Case Study: The Airbnb #WeAccept Campaign
In January 2017, the U.S. government announced a travel ban that affected refugees and travelers from several countries.
It caused massive headlines, heated conversations, and rising tension worldwide.
For Airbnb, a company built on welcoming strangers, this was personal. The brand had long promoted values like inclusion, belonging, and hospitality.
But instead of drafting a cautious PR release or scheduling a distant boardroom meeting, Airbnb acted.
Here’s what they did:
- Within 24 hours, they offered free housing to refugees and those affected by the travel ban.
- In 3 days, they began planning a Super Bowl commercial—even though the game was just days away.
- By February 5, during the most-watched TV event in America, Airbnb aired the now-famous #WeAccept ad, which featured people of different races, nationalities, and backgrounds. The message was simple and bold: “We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong.”
The ad was created in 96 hours.
It struck a chord with millions. It showed that Airbnb wasn’t just a platform. It was a movement.
And it all happened because Airbnb trusted its people, message, and moment.
Framework: The ACT FAST Model for High-Speed, High-Trust Campaigns
Inspired by Airbnb’s bold response, we’ve developed a digital marketing framework called ACT FAST.
It helps brands move quickly and confidently when urgency and purpose align.
A – Align with Your Purpose
Before you act fast, make sure you act right. Every message must tie back to your core values.
Airbnb Example: Their campaign wasn’t random. “Belonging anywhere” is at the heart of their brand. The #WeAccept message was an extension of that belief.
Your Turn: What do you stand for? Can your audience see it in your messaging?
C – Create Empowered Teams
Your team can’t be fast if they need approval at every step. Train and trust them to act on brand values without waiting.
Airbnb Example: Their design, brand, and executive teams worked side-by-side. Everyone had the green light to create.
Your Turn: Who in your team has the power to post? Can they move without fear?
T – Trust Your Instincts
Perfection slows you down. But strong instincts, backed by clear values, can speed you up.
Airbnb Example: They didn’t debate for days. They knew this issue mattered—and that silence would hurt more than risk.
Your Turn: What’s one message your brand could share now—if you didn’t second-guess?
F – Find the Right Format
A campaign doesn’t always need a billboard or a million-dollar ad. It needs the format that works fast—a tweet, video, story, email blast, or paid post.
Airbnb Example: They went big with a Super Bowl ad. But their message also flooded Instagram, Twitter, and PR headlines.
Your Turn: What’s the fastest channel you control? Start there.
A – Act While the Window Is Open
Trends and emotions fade fast. Don’t miss the moment trying to perfect the message.
Airbnb Example: If they waited a week, the ad would’ve looked like a follow-up. Instead, it became the headline.
Your Turn: Set a 48-hour rule. If the idea is still relevant after 2 days of delay, it’s already too late.
S – Simplify the Message
Strong messages don’t need 3 paragraphs. They need one clear, shareable line.
Airbnb Example: “We Accept.” Two words. Global impact.
Your Turn: Can you say your campaign message in 6 words or less?
T – Test, Then Repeat
Not every campaign will go viral. That’s okay. The goal is to build a culture of speed and trust.
Your Turn: Try, learn, and try again. Make bold action your habit.
Why Trust Is More Valuable Than a Bigger Budget
Let’s be real—Airbnb had money. But that’s not what made the campaign work.
What mattered most was that:
- They didn’t wait for perfect data.
- They didn’t ask 12 departments to approve.
- They didn’t fear backlash more than irrelevance.
They trusted their values, team, and instincts.
Most small to mid-sized businesses think they can’t move like Airbnb.
But they can—if they trust the process and structure for speed.
Remember: speed doesn’t cost money—it costs courage.
What Happens Without Trust?
Here’s a real example we encountered during a brand rescue project.
A tourism client had an opportunity to speak up after a major eco-tourism trend broke out online. People were talking about sustainable travel, and influencers were tagging brands doing it right.
We advised a fast campaign: highlight their green tours, offer a 3-day challenge, and ride the momentum.
But the client hesitated.
“Let’s wait for our board meeting next Friday.”
By then, the trend was gone. Engagement dropped. So did their chance to be part of the conversation.
That’s what a lack of trust does—it kills the moment.
How We Apply ACT FAST at POC Click
At our agency, we help brands move fast without breaking trust or quality.
Using the ACT FAST model, we:
- Run campaign sprints in 48 hours
- Launch story-driven campaigns that match your values
- Remove bottlenecks and layers of delay
- Help your team act with confidence in real-time
And we do it under one promise:
“Quality Digital Marketing at the Speed of Trust.”
We’ve helped brands:
- Rescue stalled launches
- Join trending conversations within 24 hours
- Turn cultural moments into lasting brand equity
Because if you’re not showing up when your audience is listening, you’re not showing up at all.
How to Start Acting Fast in Your Business
Don’t wait for a perfect campaign. Start small. Start now.
✅ Audit your approval process – What slows you down? Can one layer of review be removed?
✅ Define your brand’s voice – Can your content team make fast decisions without “checking back”?
✅ Set a 48-hour creative rule – If it’s not live in 48 hours, kill it or rethink it.
✅ Create message banks – Pre-approve value-based statements so your team can pull and post when needed.
✅ Choose one real-time campaign this month – Look at your calendar. Is there a holiday, trend, or event you can ride?
And if you want help—we’ve got your back.
Let’s Rescue Your Marketing Momentum
If your digital campaigns feel stuck in slow motion, you don’t need a new platform. You need a new approach.
Let’s rebuild your campaigns around speed, clarity, and trust.
🟢 Get a Free Rescue Plan for Your Stalled Marketing Efforts
We’ll review your current marketing setup and send you a tailored plan to unlock fast, values-aligned campaigns.
👉 [Request Your Free Plan] | [Talk to Our Team Today] http://bit.ly/letsmeetjordan 0969.600-1-006 jordan@axelgabemc.com
If your message mattered enough to say, why wait to say it?
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