The Mississippi Department of Transportation drove awareness of its free hurricane preparedness resources

5.7X

above CTR benchmarks

1.72%

CTR

63%

more efficient than CPC benchmarks

Objective:

Neighborhoods all across the country are contending with severe weather crises like they’ve never before seen. Nextdoor plays a direct role in creating community by organizing neighbors to act, even in emergencies. Our neighbors expect Nextdoor to connect them to their community in every moment – not just during the good times.

Just before and as a crisis happens, the first people on the ground, whether they need help or are willing to offer help, are neighbors. They're the first, easy-to-action, rapid-response team.

Given that Nextdoor is the essential app to discover, connect, achieve, and belong within your local community, it was the ideal platform for The Mississippi Department of Transportation (MDOT) to spread its mission of safety.

MDOT partnered with Nextdoor to raise awareness of hurricane preparedness and help save lives by sharing its 2024 Hurricane Evacuation Guide and Hurricane Survival Kit Checklist — both available in English, Spanish, and Vietnamese — to nearby neighbors.

Solution:

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.

Results:

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.