When Kacey Musgraves was getting ready to drop her album The Middle of Nowhere, the whole narrative centered on homecoming. Her story was deeply rooted in the little pink house in Golden, Texas where she grew up. Since Kacey is a genuine, self-proclaimed Zillow power user, we reached out to her team to build something real around that narrative for our Someday Starts Today platform.

We kicked things off by subtly leaking her childhood home listing on Zillow, which sent her fanbase into a full-on internet hunt. From there, we built a custom, easter-egg-filled Showcase listing on the app, rolled out a sit-down interview series, and brought the house to life physically at Gruene Hall in Texas. We constructed a full-scale replica of her pink house right on-site, serving as the main hub for her album residency.

The strategy paid off big across every metric. The campaign pulled in 195M total impressions, 17M social video views (double our average), and 839K visits to the custom Pink House listing, beating our benchmark by 147%. Our Gruene Hall posts hit a 5% Instagram engagement rate—the highest in Zillow’s history—while social drove 22.2M site visits with a record-low $0.02 TikTok CPV. It proved that when you tie real product utility to a story people already care about, the work pays off.