The EPA outperformed category benchmarks on Nextdoor to educate neighbors and empower communities

2.7x

CTR benchmark

$1.94

eCPC

Objective:

The United States Environmental Protection Agency’s (EPA) mission is to protect human health and the environment. Environmental stewardship is integral to U.S. policies concerning natural resources, human health, economic growth, energy, transportation, agriculture, industry, and international trade, and these factors are similarly considered in establishing environmental policy.

The EPA works to ensure that all parts of society – communities, individuals, businesses, and state, local and tribal governments – have access to accurate information sufficient to effectively participate in managing human health and environmental risks.

Given Nextdoor’s belief in the transformative power of community, Nextdoor was a natural fit to help educate neighbors about the EPA’s environmental justice division and resources available to neighbors to report potential violations in the EPA.

Solution

The EPA took a multi-surface approach to the campaign, launching creative across Nextdoor's various placements.

Sponsored Posts in the Newsfeed encouraged neighbors to report violations, and utilized local substitution to make the ads feel more tailored to their community, reaching key markets. In addition, the EPA ran In-App Digest ads, a placement that puts ads in the summary of the top posts from a neighbor’s newsfeed helping neighbors stay informed about what’s happening in their community, when they are in a high-intent mindset.

These placements helped the EPA reach neighbors in different mindsets, effectively, at scale.

Results:

Overall, the campaign drove an exceptionally strong CTR - nearly 3X Nextdoor’s benchmark. Highlights from the campaign included:

Rural neighborhoods contributed to the strongest engagement with a 0.78% CTR.

New Movers within the last 6 months showed the strongest engagement with a 0.76% CTR compared to those who moved in the last 3, 12, 36 and 60 months.

Weekly active users drove the strongest performance with an overall CTR of 0.93%.

Display creative that included images of pollution or landscapes in the images performed at the highest CTR, which was consistent across both Newsfeed Display and In-App Digest.