Case Study: Zillow creates heartwarming TV commercials with Social Native UGC videos

Zillow leverages 250+ UGC videos in heartwarming TV commercials

Zillow partnered with Social Native to address the challenge of making its advertising feel more authentic and emotionally resonant. Since people trust friends and family more than traditional ads, Zillow wanted to capture real home moments from consumers at scale and turn them into content that felt genuine.

Social Native helped Zillow activate over 250 real families to create short-form UGC videos about their home-buying and move-in experiences. Zillow used more than 250 UGC videos across its marketing channels and turned the real consumer moments into two TV commercials, giving the brand a more humanized message with measurable content volume and broadcast-ready creative.

Zillow