Zillow Group: Zillow Offers launch

The Zillow Group, an online real estate brand, positioned itself as a 'no stress, no hassle' way for consumers to sell their houses in the USA with its campaign Zillow Offers Launch.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

The challenge was multi-layered: define and size a new opportunity for customer growth for Zillow Group, communicate a resonant message, and deliver it to a highly targeted audience.

Methods used were qualitative and quantitative. First, we conducted in-depth qualitative research to identify deep insights and underlying emotions. Next, a concept test proved the opportunity. Then, we tested findings through a robust analytics program that required creating new data on homeowners. Analyses included media mix modeling, machine learning, survival modeling, and causal impact measurement.

The insight identified: The...

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