Thumbtack drove awareness among recent movers by sponsoring Nextdoor’s Neighborhood Spot for New Movers

8.5X

Over-delivered emails by 8.5X

6X

Over-delivered on clicks by 6X

Objective

Given that Nextdoor neighbors are 46% more likely* to put their current home / apartment up for sale in the next six months¹ and 34% more likely* to complete the sale of their current home / apartment in the next six months¹, Thumbtack turned to Nextdoor to connect with this high-intent audience to drive awareness and brand-building. Thumbtack and Nextdoor teamed up to welcome new neighbors to the neighborhood with Nextdoor’s quarterly Neighborhood Spot for New Movers. The goal of the Neighborhood Spot for New Movers is to provide recent movers with relevant tips and resources to help with their move. Together, Thumbtack and Nextdoor shared neighborhood favorites and top-rated local pros to make moving in and getting settled a little easier.

Solution

As the exclusive Spring sponsor of the Neighborhood Spot for New Movers, Thumbtack drove neighbors to visit a custom site via sponsored posts in the newsfeed and In App Digest, as well as a dedicated ‘welcome’ email. The Neighborhood Spot for New Movers served as a one-stop-shop for important tips and resources as neighbors settled into their new homes.

Results

Collectively, the Neighborhood Spot for New Movers performed exceptionally well. Nextdoor beat revised projections for traffic to the custom site, over-delivered on email opens by nearly 8X and over-delivered on clicks by 6X. Over the course of Q4, Nextdoor maintained a high iROAS and ended the quarter with a ROAS that was 11% above goal.

Sources:
*more likely than the average Internet user
¹GWI USA, Q2 2022-Q1 2023

"Through our partnership with Nextdoor, we were able to reach our target customers at an important step in their home-owning journey - the move. Through the multi-channel offering, we were able to clearly convey how Thumbtack can help make moving into and taking care of your home easier for our customers. The campaign was a success, driving a lift in impressions and conversions, and most importantly, allowing us to simplify the experience for homeowners."

David Steckel

Director Of Strategic Partnerships