How Netflix used Nextdoor to break records for "Big Mistakes"

When Netflix set a click-through record on Nextdoor 

When Netflix was looking to build awareness for its new series Big Mistakes, it tried something the platform had never seen: the first-ever entertainment video carousel ad on Nextdoor. The campaign delivered a 2.60% click-through rate - 7.6 times higher than the entertainment vertical benchmark.

The challenge: standing out in streaming 

Streaming audiences have more choices than ever. Cutting through takes more than impressions - it takes campaigns that spark curiosity, are contextually relevant, and move people to act. Netflix needed to reach quality audiences and convert awareness into viewing.

The approach: three decisions that made the difference 

Netflix and Nextdoor leaned into what makes the platform distinct: a verified community of 110m+ neighbors who trust what they discover here. That foundation shaped the creative strategy.

A format built for storytelling. The video carousel let the campaign unfold across multiple frames, inviting neighbors to engage rather than scroll past. It was the first time an entertainment brand had used this format on Nextdoor - and the format did the work.

Talent-led creative. The campaign featured Dan Levy, whose energy and personality made the content feel native to the platform. Authentic, talent-driven video consistently outperforms generic promotional assets - and this campaign was no exception.

Creative that fits the context. Nextdoor conversations are grounded in everyday neighborhood life: safety updates, local recommendations, what's happening nearby. Netflix's creative was built to match that context, making it feel relevant rather than interruptive. Nextdoor's AI targeting then connected the campaign with the right neighbors at the right moment, maximizing relevance throughout the flight.

Why Nextdoor works for entertainment 

Real neighbors come to Nextdoor in discovery mode - actively looking for recommendations on what to try, what to buy, and what to watch. That mindset is an advantage for entertainment brands.

Nextdoor's audience is also distinct from traditional social platforms:

• 94% of neighbors are household decision-makers
• Median household income of $90,000 - 27% above the U.S. average
• 81% of neighbors take action within two days of seeing something on the platform
• 77% of Nextdoor users are not on Snapchat; 61% not on LinkedIn; 59% not on Pinterest; 41% not on Reddit

Netflix reached households that aren't active elsewhere - genuine incremental reach, not audience overlap. And when a neighbor discovers something worth watching, they tell the people they trust most. That organic amplification doesn't happen on other platforms.

Four takeaways for entertainment marketers 

• Format matters. The video carousel invited engagement in a way static creative can't. Think beyond the banner.
• Talent converts. Real voices and real faces outperform generic promotional assets.
• Context is creative. Nextdoor rewards content that feels relevant to neighborhood life, not interruptive.
• Targeting amplifies good creative. AI optimization ensures the right neighbors see the right message - and the results follow.

Ready to reach Nextdoor's 110M+ neighbors? 

Contact our enterprise team at business.nextdoor.com/enterprise to find out what Nextdoor can do for your brand.

Source: comScore Cross Visiting Report, US (May 2025)