Nextdoor partnered with Visiting Angels to develop a data-informed creative strategy rooted in proprietary audience insights from Nextdoor's January 2026 Caregiving Report. The research revealed that 41% of Nextdoor neighbors provide or manage care for an adult loved one — 46% more than the general population — making Nextdoor one of the most concentrated, high-intent caregiving audiences available to advertisers.
The insights shaped both the creative strategy and the campaign's core message. Key findings informed every decision:
Caregivers on Nextdoor aren't passive observers — they are deeply involved across every dimension of care. 76% coordinate appointments, 75% help with transportation, and 73% communicate directly with medical professionals. The takeaway was clear: messaging had to meet caregivers with empathy and relevance, reflecting the real responsibility they shoulder every day.
75% of neighbors said it's very important that an in-home care provider is locally based in their community. This confirmed Nextdoor's neighborhood-level targeting as the ideal environment for Visiting Angels: a brand whose entire value proposition is built on local, trusted care.
Armed with these insights, Visiting Angels launched the "Together Series" — a campaign built around a single truth: neighbors know their loved ones best, and Visiting Angels is there to support the families who are already showing up every day. Creative featured messaging that recognized the family's role first, positioning Visiting Angels as a partner stepping in to help — not a replacement. Visuals depicted real family dynamics: adult children managing care for parents, spouses supporting partners, the quiet moments of daily caregiving.
The campaign also incorporated Nextdoor's dynamic image localization feature, surfacing hyper-local creative aligned to each neighbor's specific community — a best practice directly supported by the report's finding that local provider identity is a primary driver of trust and consideration.
The 2025 campaign delivered exceptional performance across every metric, significantly outpacing benchmarks for Clicks and CPC and resulting in a CTR more than 2x the benchmark.
Most notably, Visiting Angels achieved a 64% year-over-year improvement in cost per lead — from a $73 CPA in 2024 to a $26 CPL in 2025 — driven by the switch to Nextdoor's Lead Gen ad product and insight-informed creative strategy.
Building on these results, Visiting Angels is now activating Nextdoor's dynamic image localization feature and Click-to-Call ad formats in Q1 2026 — putting the report's recommendations into live practice. By surfacing neighborhood-specific imagery and copy at scale, the brand is positioned to deepen local relevance and drive further efficiency gains in the quarters ahead.
