With the goal of reaching families in need, Nextdoor and MassWIC partnered to reach neighbors who are known to live in Massachusetts with the goal of driving awareness of the program and applications for those in need.
MassWIC leveraged Nextdoor's managed service offering to work closely with a team of digital experts to manage the campaign from start to finish including campaign planning, creative recommendations, optimizations throughout the campaign, and recommendations for future campaigns based on actionable insights such as which cities were driving the most applications.
The brand also worked with Nextdoor to run an Oracle Moat Analytics study to measure the following:
- Universal Interaction Rate: The percentage of impressions where a user entered the frame of the ad and remained active for at least 0.5 seconds.
- In-View Rate (Viewability): The percentage of impressions where at least 50% of an ad was In-View for at least one continuous second. If the ad is larger in area than 970x250 (eg. 300x1050 or 970x418), then it only needs to have 30% of its area In-View.
- Hover Rate: The percentage of impressions resulting in a user hovering on an ad