In Q2 2024, the campaign leveraged a combination of Sponsored Video posts in the Newsfeed in addition to Newsfeed Displays, Carousels, and Spotlight posts. The strategy included testing their Connect TV offering against regional competitors and leveraging Nextdoor’s unique data set of home addresses to precisely target neighbors within the brand’s service footprint. By using varied creative formats and focusing on regional offers, the campaign maximized both reach and neighbor engagement.
The campaign influenced a trend of increased positive sentiment within the community. Nextdoor’s natural language processing classified posts and comments into three categories, with a significant rise in positive posts. Keywords such as “Fiber” (+69%), “Customer” (+57%). “Bill” (+44%), and “Wifi” (+13%) were frequently mentioned in a positive context, reflecting a growing appreciation for the brand’s offerings.
The campaign also delivered strong results across multiple metrics. Compared to Q1, the brand saw a 51% decrease in CPA in Q2, demonstrating the efficiency of the strategy. Additionally, the campaign achieved a 12% increase in conversion rate, highlighting the effectiveness of the target approach in driving actions from engaged neighbors.
