H&R Block partnered with Nextdoor to bring Make Every Block Better into neighborhoods across the country. They drove awareness and participation using Nextdoor’s Sponsored Posts and localized messaging. Nextdoor members were prompted to click through to a custom site, built by the digital agency Seven2, to nominate their neighborhood for a project that would connect neighbors and uplift their local community. H&R Block and Nextdoor chose 10 compelling projects and, with the help of local businesses, neighbors and experiential marketing agency Be The Machine made them a reality. In an effort to continue making every block better beyond the community projects, H&R Block also supported the participating local businesses by providing free Nextdoor Local Deal credits.
H&R Block’s Make Every Block Better campaign was the first of its kind and saw great success. Members were engaged and excited, with nearly 2,000 member nominations from all 50 states. H&R Block supported more than 50 local businesses as they worked with Nextdoor to bring the 10 winning projects to life.
Sponsored Posts helped build awareness through each phase of the campaign and performed 126% above the Nextdoor benchmark when encouraging members to submit.
The campaign is a Gold Winner of the 2021 Muse Creative Award.