A meal delivery service drove sign ups on Nextdoor

Objective:

A meal delivery kit offering delicious, 30-minute recipes with farm-fresh ingredients delivered to your door worked with Nextdoor to reach a broad but high-intent audience across the U.S. using Nextdoor's advanced targeting to drive awareness and conversions for its product. By leveraging Nextdoor’s unique, locally focused platform, the brand aimed to deliver impactful impressions, maximize click-through rates (CTR), and optimize for a lower cost-per-action (CPA) over time.

Solution

To achieve these objectives, we deployed a strategic mix of standard Newsfeed ad units, focusing on national targeting and advanced audience segmentation. Key tactics included:
- Creative Variation: We tested creative variations featuring neighborhood-related copy and strong product images to resonate with the local, community-centric Nextdoor audience.
- Audience Segmentation: Ads were specifically targeted to Nextdoor’s most active neighbors, with enhanced focus on recent movers (6 months post-move), the 100-150k household income bracket, and users in California, Florida, and Arizona, which historically drive high conversions.
- Continuous Optimization: We implemented ongoing optimizations based on performance data, resulting in a CPA reduction from $250 to $155 over the campaign period, with further expected improvements.

Results:

The campaign delivered robust performance metrics, surpassing key benchmarks and capturing meaningful engagement:
- Overall Performance:
  - Unique Reach: 1.3M+
  - Delivered Impressions: 5.8M+
  - CTR: 0.38% (exceeding the Nextdoor benchmark of 0.30%)
  - CPC: $1.83 (compared to the $2-$4 benchmark)
- Audience Insights:
  - Ads targeted to recent movers (within 6 months) yielded the strongest engagement at 0.32% CTR
  - The majority of impressions were delivered to users in the 100-150k HHI range, but lower income brackets still showed significant engagement
- Conversion Insights:
  - CPA Optimization: Improved from $250 to $155, with further expected decreases as the model stabilizes.
  - State Performance: California, Florida, and Arizona produced the highest volume of conversions, demonstrating regional efficiency.

This campaign demonstrates the efficacy of Nextdoor’s platform in reaching high-intent, engaged audiences at a cost-efficient rate, particularly through optimized targeting and creative variation. Future campaigns can build on these insights to continue refining audience segments and lowering CPAs.

A meal delivery service drove sign ups on Nextdoor

Objective:

Solution

Results:

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