Shipt drove awareness of local neighborhood Shipt shoppers

Objective

79% of Nextdoor neighbors are the main food shopper in the household, while another 27% are joint food shoppers in the household.¹  Moreover, 86% of Nextdoor neighbors often shop at supermarkets or grocery stores and 32% have ordered groceries online in the last week.² Given our audience of affluent household decision makers, Nextdoor provided a unique environment for Shipt - a same-day delivery service that lets customers order from their local store for delivery right to their door - to reach neighbors and turn them into customers. Targeting specific neighborhoods in key markets, Shipt sought to raise awareness for its delivery services, through highlighting local shoppers in their neighborhoods along with unique-to-Shipt preferential data. This is a first to market test where local business marketing tools were used to amplify gig workers. Shipt’s objectives were three-fold:

1. Drive awareness of local neighborhood Shipt shoppers
2. Encourage first time Shipt orders
3. Test local shopper ad creative with goal of scaling across shoppers nationwide