A mattress company boosted brand awareness and drove online sales by partnering with Nextdoor

Solution:

To achieve these objectives, the brand launched a campaign on Nextdoor, leveraging a mix of ad types and strategically targeting key audience segments. The campaign utilized:

1. Standard Newsfeed Ads
2. Spotlight Ads
3. 1st Slot Takeover Ads

Key strategies included:

• Running premium 1st Slot Takeover units for maximum engagement, alongside Spotlight ads and Standard Newsfeed units to balance reach and efficiency.
• Optimizing creatives based on performance, updating promo messaging, and leveraging Nextdoor Pixel data to track conversions and store visits.
• Utilizing ad creative with high engagement potential, such as video content and lifestyle imagery, to resonate with target audiences.
• Testing and refining ad placements and messaging, including specific recommendations for future promotions and audience targeting.

Results:

The campaign exceeded expectations in driving brand awareness, engagement, and conversions, backed by strong creative performance and audience targeting:

• Unique Reach: 2.66M
• Delivered Impressions: 10M+
• Clicks: 25,917
• CTR: 0.26%
• CPC: $3.87
• Cost per Visit: $12.75
• Store Visits: 7,844
• Nextdoor Pixel Conversions: 377
• Cost per Action (CPA): $265

Performance by Ad Type:

• 1st Slot Takeover: As the most premium ad placement, this unit saw the strongest engagement with a 0.38% CTR.
• Standard Newsfeed Ads: Achieved a highly efficient CPC of $3.73, making it the most cost-effective format. It also drove the most conversions on the brand’s website tracked by the Nextdoor Pixel.
• Spotlight Ads: After updating the creative with promo messaging, performance improved significantly. Spotlight ads showed strong performance during key promotional periods and contributed to significant lifts in awareness.

Creative Performance Breakdown:

• 1st Slot Takeover - Video: This ad format delivered the highest engagement with a 0.46% CTR and a $0.08 Cost per Completed View, indicating the power of video creative in capturing attention.
• Standard Newsfeed: Recommendations included using in headlines or copy, minimizing text overlay on images, and incorporating more lifestyle imagery (e.g., people and pets on beds). Video content also performed exceptionally well.

Audience Segment Performance:

• Affluent Audience: This segment delivered the highest conversions, with a CPA of $166, making it the most efficient audience for generating actions on the brand’s site.
• Empty Nesters: Saw the strongest engagement rate of 0.30%, resulting in efficient traffic at a CPC of $3.21.
• New Movers: Drove the highest customer conversion actions, helping to expand the brand's customer base.

Brand Lift Results:

• High-Income Households: This audience segment saw the most significant brand lift, with an 11% increase in key brand metrics, including awareness and ad recall.
• Overall Upper Funnel Impact: The campaign drove a 5% lift in awareness and a 3% lift in ad recall, confirming strong upper-funnel performance.