Hammersmith & Fulham Council educated nearby households about a community improvement project

167%

above CTR benchmark

80K+

households reached

Objective:

Hammersmith & Fulham - a public council in the UK that provides services and information for residents, local businesses, and the local community - worked with Nextdoor to raise awareness of a Clean Air Neighborhood project to improve air quality and local people’s health that was extended to all of South Fulham.

Solution

The Council ran Sponsored Posts in the newsfeed, rotating creative to maintain engagement and drive interest among neighbors.

Hammersmith & Fulham Council also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:

Universal Interaction Rate: The percentage of impressions where a user entered the frame of the ad and remained active for at least 0.5 seconds.
Viewability: The percentage of impressions where at least 50% of an ad was In-View for at least one continuous second.
Hover Rate: The percentage of impressions resulting in a user hovering on an ad.

Results:

The campaign performed exceptionally well across multiple metrics, with the average CTR coming in at 167% above benchmark and the highest performing creative resulting in a 3.34% CTR, nearly 8X Nextdoor's benchmark.

When it came to the Oracle Moat Analytics study, all four key areas exceeded their MOAT benchmark by a significant margin. The biggest increase against benchmark took place across Universal Interaction Rate, which exceeded the benchmark by 80%. In both in-view rate and hover rate, the campaign performed 68% above MOAT benchmarks.