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DIRECTV tapped Nextdoor to help increase traffic to their website

0.6%

CTR

Brand sentiment

increased to 56%

3x

higher engagement

Objective

DIRECTV  was looking to raise brand awareness for their stream service and drive neighbors to their website to learn more about package options.

Solution

DIRECTV partnered  with Nextdoor where home products and services are top of mind for neighbors. They ran Sponsored Posts in the newsfeed, rotating multiple creatives throughout the campaign. DIRECTV also ran a first-of-its-kind, one-day takeover on Nextdoor,  nationally targeting all neighbors with Sponsored Posts. They used a Lucid study to further measure brand lift.

Results

DIRECTV saw strong results from the one-day takeover. Sponsored Posts generated a 0.6% CTR, well above campaign benchmarks. After the takeover, brand sentiment increased to 56% and neighbors that engaged with the takeover ads had a 3x higher engagement with the campaign. 

The Lucid study revealed that DIRECTV STREAM ads on Nextdoor drove lift for brand consideration among various demographics. Lift ranged from 2% to 9%.