The Council ran Sponsored Posts in the newsfeed, rotating creative to maintain engagement and drive interest among neighbours.
Hammersmith & Fulham Council also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:
Universal Interaction Rate: The percentage of impressions where a user entered the frame of the ad and remained active for at least 0.5 seconds.
Viewability: The percentage of impressions where at least 50% of an ad was In-View for at least one continuous second.
Hover Rate: The percentage of impressions resulting in a user hovering on an ad.
The campaign performed exceptionally well across multiple metrics, with the average CTR coming in at 167% above benchmark and the highest performing creative resulting in a 3.34% CTR, nearly 8X Nextdoor's benchmark.
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 by 80%. In both in-view rate and hover rate, the campaign performed 68% above MOAT benchmarks.
