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In Brands We Trust Case Study: How to Sell Purpose
Whitney CurrySeptember 20, 2019
HI, BETH.
POWER TO THE PEOPLE
REWIND TO EARLY 2000’s
LIGHTS, ON.
THE DEMOCRATISATION OF REAL ESTATE DATA HAD BEGUN.
ZILLOW MISSION
BUILD THE WORLD’S LARGEST, MOST TRUSTED, HOME RELATED MARKETPLACE
ZILLOW PURPOSE
IMPROVE PEOPLE’S LIVES THROUGH THE PLACES WE CALL HOME...
BECAUSE LIFE IS BETTER WHEN YOU LOVE WHERE YOU LIVE.
BRAND MARKETING = PERFORMANCE MARKETING
LESSON 1: MISSION-DRIVEN CONTENT MUST MOVE THE BUSINESS
LESSON 2: THE STORY DOESN’T MATTER…IF NOBODY SEES IT.
COPE.
CREATEONCE.PUBLISHEVERYWHERE
CONSUMER: “WHAT HAVE YOU DONE FOR ME... LATELY?”
ZILLOW: “UMMMM”
DRAMATIC GROWN THROUGH ADVERTISING
PURPOSE DRIVEN BRANDS NEED TO…
1) CREATE PURPOSEFUL PRODUCTS
2) MEANINGFUL CONTENT
3) ADVERTISING THAT CELEBRATES YOUR VIEW OF THE WORD
CONCLUSION
● Purpose-driven marketing moves the bottom line.
● Content distribution isn’t an assumed reality...it’s the output of careful planning.
● Stick close to Beth.
Thank [email protected]
