Panasonic Boosted Sales and Engagement with SmartCommerce on Nextdoor

$1.6M+

add-to-carts

+12%

New-To-Brand purchases on Amazon

+83%

3 month trailing increase in brand mentions on Amazon

Objective:

Panasonic, a global leader in consumer electronics, aimed to boost sales of their smart home appliances by targeting new movers through Nextdoor’s highly relevant platform. Recognizing that Nextdoor’s audience is composed of 88% main household decision makers¹, Panasonic sought to leverage this to drive product consideration and conversions.

Solution

Panasonic implemented a dual approach using both Direct-to-Consumer (D2C) and SmartCommerce channels. SmartCommerce, a feature that enables seamless add-to-carts to preferred retail outlets like Amazon and Best Buy, was the campaign's focus. The goal was to capitalize on the convenience SmartCommerce offers, as most consumers prefer purchasing through their preferred retail channels.

Results

The campaign demonstrated the effectiveness of SmartCommerce, which outperformed D2C by twofold. With a 0.50% CTR, SmartCommerce achieved over $1.6 million add-to-carts and 3,540 add-to-carts, with Amazon outperforming Best Buy by 50%. Search keywords for "Panasonic 4 in 1 microwave" increased by 83% in three months, and new-to-brand (NTB) purchases on Amazon rose by 12% in June compared to May. These results highlight how Nextdoor’s household decision-making audience drives significant lower-funnel metrics and expands Panasonic’s customer remarketing pool on e-commerce platforms.

Source Notes: ¹GWI Core US Q3 2023 - Q2 2024