How Eggland's Best drove incremental sales and re-engaged consumers in their neighborhoods with Nextdoor

Objective: Driving lower-funnel sales and reconnecting with consumers

Eggland’s Best aimed to drive measurable product-level sales and re-engage consumers in critical regions. The primary goal was to leverage Nextdoor’s trusted community environment to increase sales across all audience segments, driving demand as product availability improved. By partnering with InMarket to measure lower-funnel performance, the campaign sought to prove the direct impact of digital community engagement on retailer-level transactions.

Solution: Targeted audience segments and creative optimization

To maximize conversion and efficiency, Eggland’s Best utilized a sophisticated targeting and optimization strategy on Nextdoor:

• Segmented audience targeting: The campaign reached neighbors through specific lines including lapsed shoppers in priority regions and weather-based responsive targeting.
• DMA-level targeting for lapsed shoppers: To address regional disruptions, the brand activated precise geographical targeting in Mountain West, West Coast, and Midwest markets to re-engage lapsed buyers.
• Recipe-driven creative strategy: Eggland’s Best deployed creative content focused on nutrition and versatile usage — such as “Jalapeño Dill Pickled Eggs” and “Mini Waffles” — to inspire new ways for neighbors to use the product.
• Lower-funnel measurement and optimization: Eggland's Best partnered with InMarket to crack the code on retail performance — deploying a CPG Sales Lift study that delivered egg-to-shelf intelligence across America's top grocers. This precision measurement cracked open retailer-specific optimizations across retailers like Walmart, Albertsons, Safeway, Publix, ShopRite, HEB, Target, and Jewel-Osco, meeting shoppers in their own neighborhoods, at their own stores.
  

Results: Significant incremental sales and high efficiency 

Over the course of the campaign, Eggland’s Best achieved exceptional performance on Nextdoor, highlighted by a CTR 82% above CTR benchmarks, and a 14% incremental sales lift that generated nearly $1MM in incremental sales. The campaign proved highly efficient, delivering $9+ IROAS in target markets, which outperformed the InMarket benchmark. Notably, the Lapsed Market segment was a standout performer, driving a significant sales lift and successfully rebuilding brand share in priority regions.

These results reinforced Eggland's Best's use of localized, neighborhood-based marketing to engage consumers, support retail partners, and drive measurable sales growth across its national footprint.