Nextdoor and Netflix are tapping into something powerful: Nextdoor’s real neighbors having real conversations in the place where trust, recommendations, and community action happen at scale.
The Stranger Things Holiday Lights Contest isn't just a creative campaign - it's a masterclass in how global brands can win by meeting audiences where they already are: in their neighborhoods, talking to the people they trust most.
Netflix and Nextdoor are partnering to promote Stranger Things via Nextdoor’s hyperlocal advertising capabilities at a massive scale while maintaining the authenticity and community connection that makes the show resonate in the first place. After all, Stranger Things is fundamentally a story about neighborhoods - about communities coming together, neighbors looking out for each other, and the power of local connection in the face of extraordinary circumstances.
Netflix and Nextdoor aren't interrupting the neighborhood conversation - they're enhancing it.
This partnership is grounded in behavior that genuinely belongs in a neighborhood setting.
A holiday lights competition makes sense on Nextdoor because the neighborhood is literally the center of the customer experience. People come to Nextdoor specifically for hyperlocal traditions, decorating ideas, seasonal recommendations, and community celebrations. Neighbors already post photos of their decorations, organize walking tours to see the best displays, and ask for recommendations on where to buy lights or how to create specific effects.
Nextdoor's Unique Value: Real People, Ready to Act
What makes Nextdoor uniquely valuable for brands? It starts with our audience.
Verified, Trusted Community
Nextdoor's 100 million+ verified neighbors aren't anonymous profiles - they're real neighbors with verified addresses. This verification creates an environment where content is 22% more likely to be seen as coming from real people and perceived as 11% more honest compared to other platforms.
High-Intent Audience That Takes Action
Nextdoor neighbors don't just scroll - they act. 81% of neighbors take action within two days of seeing something on the platform. Adults are 2x more likely to use Nextdoor over Facebook for trusted recommendations.
Incremental Reach Beyond Traditional Social
Nextdoor provides access to an incremental audience not found on other social platforms. This means Netflix isn't just duplicating reach from their Facebook or Instagram campaigns - they're accessing new households and decision-makers who are highly engaged but may not be active on traditional social media.
Influencing Household Decision-Makers
Perhaps most valuable: Nextdoor is where household CEOs spend their time.
Local at Scale: The Best of Both Worlds
Nextdoor delivers something that seems contradictory but is incredibly powerful: local authenticity at massive scale.
Campaigns that use dynamic local substitution see 17% higher engagement because they feel personally relevant to each neighborhood. This is how a global brand maintains local relevance across millions of households simultaneously.
Meet audiences in context. The best campaigns don't interrupt - they enhance existing behaviors and conversations. If your product or service connects to home, family, local life, or community, Nextdoor provides natural context for your message.
Leverage trust. Nextdoor's verified, community-based environment creates a trust halo that extends to the brands advertising on the platform. When your ad sits alongside genuine neighbor recommendations, it benefits from that credibility.
Think hyperlocal, even at scale. You don't have to choose between reach and relevance. Nextdoor's neighborhood-level targeting lets you maintain local authenticity while achieving national scale.
Activate high-intent audiences. Nextdoor neighbors are decision-makers who take action. If your goal is driving real behavior - whether that's streaming a show, visiting a store, or trying a product - you want to reach people who are ready to act.
The Stranger Things Holiday Lights Contest showcases what's possible when a brand's creative vision aligns with a platform's unique strengths. Netflix gets authentic community engagement, massive reach among high-value households, and association with positive, locally-relevant content. Neighbors get an entertaining, participatory experience that enhances their holiday season and strengthens community bonds.
Everyone wins - and that's exactly how effective advertising should work.
For brands considering Nextdoor, the question isn't whether you're "local enough" to advertise here. The question is: does your product or service connect to home, family, community, or local life? If the answer is yes, there's an audience of verified, high-intent household decision-makers waiting to hear from you.
Want to learn how your brand can leverage Nextdoor's unique advertising capabilities? Contact our team via https://business.nextdoor.com/en/en-us/enterprise to explore how hyperlocal at scale advertising can drive real business results.