Dementia UK beat their CPA goal by advertising to neighbors during Free Wills Month

35%

above CTR benchmark

30%

below CPA goal

3.10

average frequency

1.7M

impressions booked

Objective

Every three minutes, someone in the UK develops dementia - it's one of the biggest health challenges of our time. Families affected are often left feeling exhausted and overwhelmed and don’t know where to turn. But with the support of an Admiral Nurse and Dementia UK - the specialist dementia nursing charity that is there for the whole family - families facing the fear and confusion of dementia know they’re not alone.

On a mission to ensure that no one has to face dementia alone, Dementia UK turned to Nextdoor - the essential neighborhood app, where community and camaraderie come together - to book an appointment with a local solicitor to create a free will with the option of leaving a donation to the charity.

Solution

In partnership with Dementia UK's digital marketing agency, Platypus Digital, we delivered a campaign which ran for three weeks during Free Wills Month, a period when a group of well-respected charities offer members of the public aged 55 and over the opportunity to have their simple Wills written or updated free of charge by using solicitors in selected locations across the UK. The creative encouraged neighbors to book an appointment with a local solicitor through Dementia UK to write their will.

Results

Dementia UK’s initial test on the platform was incredibly successful, showing strong engagement and performance well below the CPA goal. We saw strong performance across all creatives, all above Nextdoor’s CTR benchmark and below the brand’s CPA goal. Female neighbors drove the strongest performance as well as Desktop and Android users, resulting in the lowest CPAs. The valuable insights gained from this campaign will inform the focus for future campaigns.

"At Dementia UK we worked with Nextdoor in conjunction with our paid social agency, Platypus Digital. We tested out our free Wills Network offer on the platform, as this was not a channel we’d used before. Overall, we were really impressed with the 392 free Wills enquiries we got in via the platform, and this enabled us to surpass our target for 23/24. We also got some really valuable insights on what worked well and how we can make improvements for future. Advertising on Nextdoor is definitely something we will consider again for our Gifts in Wills promotion, and potentially in other areas of the charity too."

Naomi Hall

Legacy & In Memory Manager