The brand and Nextdoor collaborated by promoting Sponsored Posts in the Newsfeed as well as In-App Digest - a summary of the top posts from a neighbor’s newsfeed accessible in-app only. A total of four Newsfeed Display and In-App Digest creatives were rotated throughout the flight - Automotive, Retail, Health/Beauty, and General - to minimize ad fatigue. We also targeted multiple audience segments nationwide, including: 1st Party Nextdoor Business Page Owners, 3rd Party Small Business Owners. High Affinity Audience: Businesses and the brand’s Predictive Audiences.
The campaign was an enormous success across multiple metrics. In-App Digest was our strongest performing placement, with a CPA 62% less than the Newsfeed placement. We also saw a dramatic improvement from June to August, seeing an 80% improvement in CPA.
Moreover, the campaign drove a significant increase in organic searches and mentions among exposed neighbors. Exposing our neighbors to the brand’s ads during the Q2/Q3 flight changed their behaviors and led them to post and comment more about the brand than the preceding period, providing additional organic presence. Following the campaign, brand sentiment for the postal service increased 37% YoY among exposed Neighbors and there was a 61% lift in search & mentions for the postal service among neighbors exposed to the campaign.
Neighbors living in the highest population density categories on Nextdoor showed the strongest CPA performance, while neighbors who were new to the platform (4 weeks) drove the strongest CPA, followed by users who are active monthly.
