Hoover promoted their products through Sponsored Posts in the Newsfeed using both static and video creative to reach neighbors in relevant context and drive awareness and conversions. The brand used our 1P “New Movers” audience segment to target neighbors who had recently moved and applied the Nextdoor Pixel to measure landing and conversion page engagements (D2C).
Additionally, Nextdoor worked with Foursquare to track in-store visits at local retailers as well as SmartCommerce’s Click 2 Cart® functionality to track purchases. Click2Cart® functionality makes it easy for consumers to add products into a digital cart from anywhere, collecting powerful data to optimize future marketing and gain insights around who’s driving volume and who is carting.
Hoover®’s campaign proved to be successful across multiple metrics. By leveraging Nextdoor’s partnership with SmartCommerce - a shopping cart platform - we were able to measure click-to-cart to determine that the campaign produced an estimated ROAS of 2:1.
Nextdoor also ran a Foursquare study to capture foot traffic from those who prefer to purchase in-store. The campaign beat Nextdoor’s CPSV benchmark for the Retail Home Improvement & Electronics category by 92%.
Moreover, the campaign drove a significant increase in organic searches and mentions among exposed neighbors. Exposing neighbors to Hoover® ads changed their behaviors and led them to recommend and search household products to other neighbors, amplifying the brand’s organic presence on the platform. Following the campaign, Hoover® experienced a 46% lift in searches for “Hoover Vacuum” among neighbors exposed to the campaign compared to the preceding time period, and a 37% lift in mentions for “Hoover Vacuum” among those exposed to the campaign.
