Virgin Active leveraged both In-App Digest - which offers neighbors a round up of the top posts in the feed - and Sponsored Posts in the newsfeed to reach neighbors in relevant context.
The brand also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:
Attention Quality: The percentage of impressions that converted from hovering to interacting
Viewability: The percentage of impressions where at least 50% of an ad was In-View for at least one continuous second
Hover Rate: The percentage of impressions resulting in a user hovering on an ad
Virgin Active’s Sponsored Posts averaged a CTR that was 29% above Nextdoor’s benchmark. Creative that utilized lifestyle imagery - specifically, in a gym setting - performed the best and resulted in the highest engagement.
Interestingly, all age groups were engaged with the campaign, all above a 0.5% CTR, while female neighbors over-indexed and drove strong performance with a CTR of 0.5%.
Measurement results from MOAT were also strong. In Attention Quality, the campaign performed 32% above MOAT benchmarks. In Viewability, the campaign performed 8% above benchmarks and in Hover Rate, it performed 23% above benchmarks.
"Nextdoor was a great fit for localised targeting and reaching an engaged audience with a strong CTR. We were pleased to get our message across that there's something for everybody at Virgin Active."
Head of Performance Marketing
