Honda leveraged Sponsored Posts in the newsfeed to encourage neighbours to learn more about the HR-V model. Local sub callout was used in the headline, along with a clear product image and CTA as well as repetition of the product name to drive recall and engagement.
Nextdoor also ran a Lucid Brand Lift study on behalf of the brand, which showed strong brand results and significant lifts in Awareness, Consideration, and Favorability at the campaign level. The campaign significantly improved multiple brand KPIs including:
Moreover, Honda drove more awareness, favorability, and consideration in comparison to competitors while older users saw significant impact on awareness and consideration.
The brand also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:
The campaign was extremely successful when compared to industry benchmarks, particularly in terms of driving top-of-funnel awareness. Nearly all creatives drove a significant impact on awareness, and the static display units consistently outperformed. All creative assets exceeded our vertical benchmark and, on average, the campaign performed 46% above vertical benchmarks for CTR, with the top-performing piece of creative driving an exceptionally strong CTR of 0.93%.
Moreover, the Honda Motors campaign drove organic increases in neighbours searching for and mentioning “Honda HR-V,” showing interest, intent and recommendation among exposed users which drove higher levels of campaign interaction. Platform searches for “Honda HR-V” increased by 16% YoY and platform mentions of "HR-V" increased 20% pre/post campaign.
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, which exceeded the benchmark of 3.3% by 467%. In Universal Touch Rate, the campaign performed 111% above MOAT benchmarks, in On-Screen Rate the campaign performed 102% above MOAT benchmarks, and in In-View Rate, the campaign performed 25% above benchmark.
