By jumping into a fast-moving social conversation, Zillow aimed to captivate Gen Z and millennial audiences with a bold, culturally relevant campaign. The objective was clear: being among the first brands to get in on the trend with TikTok creator Jools Lebron’s viral “demure” audio and create a buzzworthy moment that would elevate brand visibility and engagement. By collaborating with Jools Lebron, Zillow authentically aligned its brand with a trending and influential creator, generating timely and engaging content that surprised and delighted audiences. This partnership demonstrated Zillow's ability to be agile and strategic in today's dynamic digital landscape.
Zillow's strategy emphasized creative and effective digital engagement. The brand identified the organic connection between the "demure" trend on TikTok and Zillow's home-centric narrative. Partnering with Jools Lebron—the creator behind the viral "demure" audio—was pivotal in ensuring authenticity. Zillow, in collaboration with Viral Nation, acted swiftly within four days of the trend’s peak, contacting Lebron’s manager on August 15. Partnering with the force behind the viral 'demure' audio demonstrated Zillow's commitment to understanding and respecting the creator's voice, a commitment pivotal in ensuring authenticity.
The campaign’s centerpiece was the playful appointment of Jools Lebron as Zillow’s first-ever "Chief Demure Officer." In a humorous yet on-brand reel, Lebron assessed the “demurity” of homes while strolling through a Los Angeles neighborhood. The content was strategically distributed on Instagram and TikTok, targeting platforms where Gen Z and millennial audiences actively engage.
Seizing the trend within a limited window before oversaturation was key in the content resonating how it did—successful trend participation requires timeliness and tone alignment. Zillow's swift response enabled the brand to effectively capitalize on the 'demure' trend, ensuring the campaign's freshness and relevance.
This approach showcased how Zillow could uniquely balance speed, authenticity, and cultural relevance—traits essential for successful digital marketing campaigns today.
The campaign exceeded Zillow’s objectives, significantly boosting its digital footprint. The "Chief Demure Officer" video garnered a total of 2.5 million impressions, 1.8 million views, over 82,000 likes, and more than 2,000 comments across Instagram and TikTok, reflecting heightened audience engagement and positive brand reception.
Media coverage from leading publications such as Marketing Brew, AdAge, and Adweek further validated the campaign’s success. Marketing Brew praised Zillow’s creative approach, while AdAge highlighted the campaign’s quick turnaround that enabled Zillow to capitalize on peak audience interest. Adweek also emphasized the strategic timing of the campaign, showcasing the importance of aligning trend participation with a brand’s tone of voice within a brief window of opportunity.
Ultimately, the campaign’s success lay in its ability to connect authentically with its audience by participating in a viral trend at the right moment, demonstrating how real estate brands can creatively leverage social media to connect with digital audiences.
