• Zillow has rolled out a new advertising campaign to raise brand awareness.
  • The campaign features non-actor Zillow users talking about what "home" means to them. It includes television, radio and print initiatives.

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In this industry, almost everyone can name the most popular consumer-facing real estate listing portal -- but that's not necessarily the case among most consumers. Jeremy Wacksman, chief marketing officer at Zillow, said that the company began working on the "Finding Your Way Home" television ad campaign in 2013 as an effort to raise brand awareness, "helping consumers learn what the category is, what companies like Zillow can offer and that you can shop for homes online," he explained. The first new campaign since then, "Home," debuted this week and is the first new television ad campaign Zillow has unleashed since its inaugural "Find Your Way Home" campaign. The ads -- like the one above featuring Gunnar -- started running on broadcast and cable networks on Monday. Gunnar...