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MSF partnered with Nextdoor and utilised Sponsored Posts that targeted cities in the UK. They rotated multiple creative approaches that featured photographs from their medical efforts in Afghanistan. Local substitution in the CTA dynamically updated the neighbourhood name to create a more personal message for neighbours.
The campaign CTR was above Nextdoor benchmarks at 0.35%. More impressively, the £110 average CPA remained within brand goals throughout the campaign. Neighbours were inspired by the work MSF is doing and ended up donating more than £11,000 to the program through this Nextdoor initiative.
