From January through May 2022, Cath Kidston ran Sponsored Posts in the Nextdoor newsfeed. By targeting neighbours in related context in the newsfeed, they were able to build brand awareness and drive conversions. They also utilised Nextdoor’s Carousel Unit to showcase multiple products, keep the campaign relevant and increase engagement.
The campaign resulted in nearly 50K clicks with an average CTR that was 24% higher than Nextdoor’s benchmark. Moreover, according to a study from Oracle Moat Analytics, in viewability (impressions that can actually be seen by users) the campaign performed 26% above Moat benchmarks. In attention quality, the campaign performed 125% above Moat benchmarks. Cath Kidston tested multiple creatives, including lifestyle imagery and sales announcements. Creative that promoted a sale ultimately provided the best engagement and highest CTR among neighbours. Four out of the five top performing Sponsored Posts had sales-related messaging.
"Across all campaigns on average 70% of sales were from new customers, which was a great achievement, showing the value of Nextdoor's incremental audience.”
Sources:
1Source: GWI UK, Q1 2021 - Q3 2021
