WaterWipes kicked off their campaign in Brooklyn, NY with a celebrity-driven nationwide Halloween activation featuring Kelly Rowland. The Halloween activation centered around “Hallowclean” machines in New York, Chicago, Los Angeles, Dallas and Denver, which helped families keep their little monsters clean during their trick-or-treating adventures, all while integrating and promoting Nextdoor.
As part of their national activation, WaterWipes directed their audience to the Treat Map as the primary way to discover their “Hallowclean” locations, driving existing + new neighbors to Nextdoor. The “Hallowclean” machine locations were pinned to the Treat Map to help neighbors find a machine near them and served as the primary tool for trick-or-treating families to find WaterWipes.
Together with WaterWipes, we developed custom in-feed posts that launched in the weeks leading up to Halloween to drive excitement and help stay top of mind as neighbors prepare for Halloween. Nextdoor Sponsored Posts were used to help stand out in feed, while additional in-feed touchpoints, including the right-hand rail on Desktop and an email sent to neighbors promoting WaterWipes, pushed to the Treat Map.
Continuing our Treat Map outreach efforts in the lead up to Halloween, Nextdoor placed broadcast coverage in local newsrooms across the country. WaterWipes also coordinated an interview for nationally syndicated entertainment program Access Hollywood with celebrity spokesperson Kelly Rowland. The segment aired in more than 35 of the top DMAs, including Los Angeles, Boston, Denver, Dallas, Washington, DC, Orlando, New York and Chicago. We also shared videos across social media promoting Treat Map.
WaterWipes’ Halloween campaign proved to be successful across multiple metrics. The average CTR on Sponsored Posts performed 26% above Nextdoor’s benchmark, while the top performing piece of creative performed 60% above benchmark. The top performing creative showcased city substitution in the headline, a strong indicator for why it performed best. In particular, Female neighbors clicked the most, while neighbors in low-medium population areas engaged heavily with the ads. There was especially strong engagement among ages 55+ and 18-24.
Furthermore, Neighbors owning homes were likely to click on ads while recent movers of 3 months were high engagers. Neighbors with single family homes received the majority of impressions and neighbors earning up to $75K clicked the most.
The brand also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:
All four key areas exceeded their MOAT benchmark by a significant margin. The biggest increase against benchmark took place across Universal Interaction Rate, which exceeded the benchmark by 135%. In Attention Quality, the campaign performed 164% above MOAT benchmarks, in In-View Rate the campaign performed 29% above benchmark and in Hover Rate, the campaign performed 101% above MOAT benchmarks.
"We were thrilled to team up with Nextdoor for this spook-tacular moment. The Treat Map played an essential role in WaterWipes helping parents embrace the best parts of Halloween!"
