Airbnb's @bchesky says that Barbie's Malibu DreamHouse had a higher ROI than any ad they've ever done. "Doing kind of crazy, slightly unhinged things that people notice — being different is the key to marketing." "The whole internet talked about it. And the ROI of that was better than any ad we've ever done." "The key to marketing is you gotta be different. You gotta stand out."