Starting in the summer, Battersea ran Sponsored Posts in the newsfeed using display creative. Creative also featured lifestyle imagery of pets to increase engagement and drive interest among neighbours.
Battersea Pets also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:
Contextually relevant creative worked particularly well at driving traffic to the site. We saw significant increases in CTR over the extreme weather events. Over the first heatwave, the Cat Summer Care saw a 55% increase in CTR compared to the overall campaign CTR and the Dog Summer Care saw a 54% increase in CTR compared to the overall campaign CTR. The Cat Summer Care creative had the highest CTR - over 4x above the benchmark typically seen with Pet related ads on Nextdoor.
When it came to the Oracle Moat Analytics study, all four key areas exceeded their MOAT benchmark by a significant margin. The biggest increase against benchmark took place across Universal Interaction Rate, which exceeded the benchmark of 3.3% by 448%. In attention quality, the campaign performed 124% above Moat benchmarks and in hover rate, the campaign performed 199% above Moat benchmarks.
"Nextdoor gives Battersea a great way to reach dog & cat owners, sharing our expert advice to help keep their pets happy & healthy. Results indicate that Neighbourhoods found our ads relevant, engaging and most importantly, helpful."
