Verizon celebrated Neighbor Month by bringing neighbors together

400M+

press reach

18.6M

emails delivered to neighbors

1.2M

emails delivered to SMBs

0.34%

CTR

Objective

In July 2022, Nextdoor and Verizon announced an initiative to encourage neighbor-to-neighbor connection across the country: The Big Neighborhood MeetUp. In honor of Nextdoor’s annual Neighbor Month in September and as part of Verizon’s #ACallForKindness campaign, this month-long movement served as a call to action to recognize and build vital relationships with those nearby and to showcase the power of kindness.

Throughout the month of September, Nextdoor and Verizon hosted #BigNeighborhoodMeetUp events in four cities across the country: Oakland, Houston, Chicago and Raleigh. Neighbors in each city were invited to come together, enjoy a meal and conversation, and rekindle and strengthen bonds with their community.

In addition to Neighbor Month, Verizon also targeted specific neighborhoods with the goal of driving sign ups for their Home Internet, offering a 30-Day Satisfaction Guarantee.

Solution

To build awareness and drive sign ups, Verizon ran several versions of Sponsored Posts in the newsfeed. The first set of Sponsored Posts drove directly to Verizon, encouraging neighbors to sign up for Verizon Home Internet and check availability in their area. Additional Sponsored Posts drove to The Big Neighborhood MeetUp custom site, prompting neighbors to RSVP for a local neighborhood meet up in specific neighborhoods where the events would be taking place. To further amplify awareness, a dedicated email was sent to neighbors, small businesses and public agencies to encourage RSVPs.

Results

The campaign was an enormous success, with Sponsored Posts consistently exceeding Nextdoor’s CTR benchmarks. Sponsored Posts driving to Verizon resulted in a CTR 12% above Nextdoor’s benchmark, while Sponsored Posts driving to the microsite performed 17% above benchmark and Event Sponsored Posts performed 33% above benchmark. Moreover, The Big Neighborhood MeetUp custom site exceeded page visit benchmarks for microsite executions by nearly 3x.

Dedicated emails - sent to neighbors, SMBs (small and medium businesses) and public agencies - drove the most spikes in traffic to the microsite, with a total reach of more than 20 million. Across Instagram, Facebook and YouTube, posts for #TheBigNeighborhoodMeetUp received more than 180K views.

Additionally, we activated a coordinated press strategy on both a regional and national level, with local media coverage and interviews that reached an audience of 400M+.