In early 2026, Zillow partnered with Kacey Musgraves to build emotional brand resonance and drive first-choice preference among homebuyers, timed to the release of her seventh studio album, The Middle of Nowhere.

The campaign centered on Kacey's beloved childhood home in Golden, Texas, nicknamed the Pink House. Launching mid-April, the partnership featured a custom listing page on Zillow built as an immersive, storytelling-driven experience. Fans got a rare glimpse into the home Kacey grew up in, complete with interior photos, a 3D tour, and a Kacey-curated Spotify playlist. Designed to seed curiosity, Easter eggs throughout the listing nodded to moments from her new album.

Supporting content rolled out across April, a cinematic launch video, followed by five additional videos of Kacey at the Pink House, sharing personal stories about her childhood and growing up in Golden.

These first two phases culminated in a three-night mini residency at the historic Gruene Hall in New Braunfels, Texas. On the hallowed grounds, a full replica of the Pink House was built as a surprise activation for fans and top Zillow agents attending Kacey's performances. The installation brought every thread of the campaign together into a single real-world moment & one that amplified the groundswell around what became Kacey's most successful album launch to date.