Guiding Stars partnered with Nextdoor to reach engaged, household-decision-making neighbors through a hyper-local newsfeed display campaign. Creative featured recognizable shelf tag imagery to bridge the online and in-store experience, localized at the city level to drive neighborhood relevance.
The campaign leveraged Nextdoor's first-party audience data to target women, aged 35- 54, interested in health & wellness who lived within a 20 mile radius to grocery stores including Stop & Shop, Food Lion, Hannaford, GIANT Company and Giant Food grocery stores in the Eastern U.S. Guiding Stars leveraged advanced CPC bid optimization to maximize engagement and efficiency throughout the flight.
To measure success, Nextdoor partnered with two foot traffic measurement solutions to assess incrementality, foot-traffic, and brand awareness lift.
The Guiding Stars campaign successfully drove strong digital engagement while delivering measurable in-store impact across key retail markets. Over the course of the campaign, Nextdoor delivered 0.45% click-through rate—outperforming the campaign benchmark of 0.30% CTR. The campaign also drove 678 on-platform conversions tied to high-intent actions such as visiting the store finder and exploring the science behind the star ratings. Performance improved steadily throughout the campaign flight, with the CPA dropping 32% over the course of the campaign.
Beyond engagement, the campaign delivered meaningful real-world impact by driving incremental visits to grocery retailers carrying Guiding Stars. Foot traffic analysis showed a 25.6% lift in store visits among exposed audiences compared to the control group—and generating 453,751 incremental store visits that would not have occurred without the campaign.
Visitation was highest across Charlotte, Raleigh-Durham, Norfolk, Washington DC, and New York, demonstrating Nextdoor's ability to activate neighbors at the neighborhood level and move them in-store.
Together, these results demonstrate that the campaign not only drove strong awareness and engagement, but also successfully translated digital exposure into measurable in-store behavior.
