Ted Baker and Airbnb offered two very different yet similar digital marketing campaigns. One focusing on the brands experiences, one focusing on customer experiences. Do both campaigns prevail? What does this mean for brands who compose strategies, should we be focusing on the customer or the brand?Social media outlets are now paramount to harbouring relationships with consumers (Vries et al., 2012; SAS HBR, 2010). Brands must question their integrity, authenticity and target market when going global or launching social media campaigns in targeted areas.