THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Journey Home

Finalist in Real Estate

Entered in Storytelling

Objective

Zillow’s most recent campaign captured the least affordable housing market on record in a bottle. Instead of turning a blind eye to the challenges facing first time home buyers, Zillow addressed them head on, warts and all. But, that didn’t mean it gave in to the doom and gloom. Instead, Zillow offered much needed hope by showing the path towards home with its campaign, Home Just Got Real. This is perhaps best exemplified by the anthem film, Journey Home, in which we follow a first time home buyer and her daughter along the ups and downs of homebuying. All along, Zillow is at their side helping them through the good and bad. The story finally culminates with the final and ultimate triumph of turning home into a reality–a success equally shared by Zillow and the FTHB.

Strategy

Prove that despite seemingly insurmountable odds, there are FTHBs making home a reality–all with the help of Zillow. 

Our Home Just Got Real platform empathetically acknowledged the struggles of our FTHBs–while simultaneously celebrating their creativity, tenacity and grit to make home a reality. 

Our anthem film, Journey Home, portrays the very real ups and downs along the home buying journey. All throughout, Zillow is at the side of our FTHB, helping her and her daughter through the good and bad. The story finally culminates with the final and ultimate triumph of turning home into a reality–a success equally shared by Zillow and the FTHB.

Results

Our approach clearly worked as we blew past our ambitious targets for both site visits and down-funnel actions for the first half of the year even against the backdrop of a stubbornly difficult macroeconomic environment.

Media

Entrant Company / Organization Name

72andSunny, Zillow

Links