Renault drove awareness of its new Megane E-Tech electric vehicle

111%

above the industry benchmark for attention quality¹

22%

above the industry benchmark for viewability¹

12%

completed view-through rate²

Objective

Nextdoor neighbors in the U.K. are 26% more likely* to own an electric vehicle³ and, when it comes to specific auto models, Nextdoor neighbors are 16% more likely* to own a car or motorcycle by Renault³. Given Nextdoor’s high-intent audience, Renault sought to reach neighbors with relevant messaging in local context to advertise their Megane EV model. Their goal was two-fold: driving both awareness and sales.

Solution

Between June and July 2022, Renault ran Sponsored Video Posts in Nextdoor’s newsfeed to promote its all-new Megane E-Tech electric vehicle. Targeting neighbors in the greater London area, Renault rotated their video creative in two phases to minimize ad fatigue and improve engagement.

Results

The Sponsored Posts creative resulted in nearly 3MM video views with a 12% completed view-through rate. Two age groups in particular (45-59 and 60+) drove above-average CTRs, while males drove the strongest engagement. The brand also worked with Nextdoor to run a measurement study to measure attention quality and viewability, leading to exceptional results. In attention quality - the percentage of impressions that converted from hovering to interacting - the campaign performed 111% above the industry benchmark. In viewability - the percentage of impressions where at least 50% of an ad was In-View for at least one continuous second - the campaign performed 22% above the industry benchmark.

Sources

*more likely than the average Internet user
¹Source: Oracle Moat Analytics
²Source: Nextdoor internal data, July 2022
³Source: GWI Core, UK, Q1-Q4 2022