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The Challenge


Zillow Group needed help telling the property managers of the world about Zillow’s exclusive renter data and driving customer acquisition and growth to their best-in-class advertising platform.


The Approach


Ditch the white papers, and go-to-market with a more B2C oriented campaign that will put Zillow in a class of its own and demand property managers’ attention.




Zillow app showcase

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Know the why, before they apply


In every renter’s life, there comes a point when they realize they need to find a new place to call home.

If property managers knew the truth about why tenants look, how much better could they be at positioning their units for sale?

We built a cross-platform campaign that brings those singular moments in time to life in a human centered, humorous campaign that puts core insights about what renters want at the front and center.
   
 

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Make a big splash


We launched the campaign at NAA’s Apartmentalize, the US’s largest trade show for the multifamily industry. Screens throughout the booth looped the “moments of truth” to make an unmistakable impact on property managers at the year’s biggest event.







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Digital dominance


For those who couldn’t make the trade show, we launched a massive scale digital campaign that started with takeovers on the industry’s largest websites as well as social media ads across LinkedIn, Facebook, and Instagram that drove to a free guide filled with the latest data and trends on what renters are looking for.





“Know The Why Before They Apply” Zillow tagline
Zillow marketing campaign



“Know The Why Before They Apply” marketing campaign on Zillow homepage

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Additional Campaign Assets


Advertising is always about A/B or multivariate testing: collecting a statistically significant dataset and using that information to inform and optimize the next round of creative (and targeting, platforms, ad units, audience segmentation, etc.). Here are a few examples of the wide variety of ad units that we deployed across various channels in order to find the most effective creative for our campaigns.





 

Zillow

Project Information

Client: Zillow Group
Title: Zillow “Moment of Truth”
Tags: Strategy, Design, Web, Video, Display, Social
Date: 2018Credits

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