FEMA leveraged Nextdoor’s local targeting capabilities to drive awareness for Flood Insurance program

3.7X

more conversions vs. 2023

2.25X

above CTR benchmarks

1,860

conversions

Objective:

FEMA’s National Flood Insurance Program (NFIP) partnered with Yes& Agency and Nextdoor to educate consumers about flood risks that occur when they live near a river and encourage them to purchase flood insurance.

The campaign targeted eight specific regions, targeted by postal codes, to ensure a hyper-focused and relevant outreach. In order to maximize engagement and effectiveness, FEMA utilized a combination of placements across Nextdoor, including In-App Digest and Newsfeed Display.

Key performance indicators, such as Click-Through Rate (CTR), Unique Reach, and Conversions, were closely monitored to measure success and impact. This comprehensive and targeted approach was designed to resonate deeply with the audience, helping them understand the importance of flood insurance and encouraging them to take action.

Solution:

To achieve these goals, we implemented a multi-faceted approach:

Sponsored Posts: Sponsored Posts in the Newsfeed encouraged neighbors to sign up for an NFIP insurance policy, using local substitution to target key markets.

In-App Digest: We utilized the In-App Digest - a summary of the top posts from a neighbor’s newsfeed, accessible in-app only - to streamline content delivery, leading to a significant increase in CTR.

Creative Optimization: We optimized towards the top performing, stand-out creative, which allowed us to drive better efficiency and reach neighbors with the most impactful messaging, as well as highlight valuable creative insights for future campaigns.

Targeted Messaging: The campaign's messaging was tailored to resonate with each specific community - 8 regions in total, specified by zip code - highlighting the importance of flood insurance.

Local Substitution: We implemented local substitution for each creative, leading to an increased CTR for both Newsfeed Display & In-App Digest. On average, we see a 3x increase in engagement with local substitution.

Results:

Nextdoor and FEMA’s comprehensive approach not only raised awareness about flood risks, but also effectively motivated residents to consider and purchase NFIP policies. The campaign achieved impressive results, driving 3.7x more conversions than the previous (also successful) 2023 campaign, and reducing the cost per click by 43% compared to previous campaigns. By adding a new placement, In-App Digest, we significantly boosted CTR, with top-performing creatives achieving a CTR of 2.05-2.12%.

Nextdoor’s first-party data showed that High Density neighborhoods had the highest engagement, with a CTR of 0.72%, surpassing suburban and rural areas. Additionally, New Movers within the last 6 months exhibited the strongest engagement compared to those who moved in the past 3, 12, 36, and 60 months.

Moreover, we used Oracle Moat Analytics to measure several key metrics:

Attention Quality: The campaign outperformed MOAT’s benchmarks by 69%, indicating a high percentage of impressions that converted from hovering to interacting.
Viewability: The campaign exceeded MOAT’s benchmarks by 23%, reflecting the percentage of impressions where at least 50% of an ad was in-view for at least one continuous second.
Hover Rate: The campaign surpassed MOAT’s benchmarks by 110%, showing a high percentage of impressions that resulted in users hovering over the ad.

These metrics highlight the campaign's success in capturing and maintaining user attention, contributing to its overall effectiveness.

FEMA partnered with Nextdoor to educate neighbors about flood risk in their communities & raise awareness of FEMA's NFIP program