The co-branded Neighbourhood Fave campaign was rolled out in two main phases. Phase 1 was the Voting Phase, which incorporated sponsored media as well as product placements, to encourage voting and build awareness of the Neighbourhood Faves programme. This provided the brand with a significant audience reach as well as multiple brand touch points to increase awareness with neighbours, reach a wide audience base and increase product awareness.
The second phase focused on the Winner Announcement, using Sponsored Posts to drum up excitement and encourage neighbours to view and celebrate this year’s winners.
Xero branding was integrated throughout the campaign across multiple touchpoints, including: Sponsored Posts in the feed and Nextdoor’s Discover Map. In addition, a press release announcing the launch of the awards along included a mention of Xero to further amplify awareness.
John Coldicutt, UK & EMEA Marketing Director at Xero, said: "Small businesses sit at the heart of our local communities. They are the businesses driving jobs, economic growth and a place for people to come together. It's so important that we celebrate them through initiatives like the Neighbourhood Faves Awards and encourage people to support their local businesses."
Xero’s sponsorship of Neighbourhood Faves performed exceptionally well, with the Sponsored Posts in the newsfeed averaging a CTR 5x higher than Nextdoor’s finance benchmark.
As part of the partnership agreement, Xero also promoted Neighbourhood Faves across their social channels to encourage businesses to create a free business page in order to be eligible for the campaign.
Overall, Neighbourhood Faves saw 777K votes (Faves) cast by hundreds of thousands of neighbours across the UK, which supported and celebrated more than 277K local businesses.
