MDOT used Nextdoor’s self-service platform to publish Sponsored Posts in the Newsfeed amongst neighbors in the affected Mississippi Gulf Coast region. Both versions of the creative highlighted the return of hurricane season through a sign and a map. Each Sponsored Post linked to MDOT’s Hurricane Preparedness landing page with featured digital downloads and links to order free physical copies of resources.
They also used click optimization, our automated performance optimization, to efficiently target neighbors most likely to engage with their message.
Nextdoor and MDOT’s comprehensive approach effectively raised awareness about hurricane preparedness. The campaign achieved impressive results, resulting in a CTR 5.7X above the benchmark and a cost per click that was 63% more efficient than benchmarks.
These metrics highlight the campaign's success in capturing and maintaining user attention, contributing to its overall effectiveness.
