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Nextdoor drove quality leads for MassWIC to increase application sign ups for families in need

20%

above Nextdoor's CTR benchmark for video

13%

above Nextdoor's CTR benchmark for display

136%

above MOAT engagement benchmarks for Universal Interaction Rate

109%

above MOAT engagement benchmarks for Hover Rate

Objective:

Massachusetts Women, Infants, & Children Nutrition Program, also known as MassWIC, is a nutrition program that provides healthy foods, nutrition education, breastfeeding support, and referrals to healthcare and other services, free of charge, to Massachusetts families who qualify. 

MassWIC partnered with Nextdoor to raise awareness of this program for Massachusetts neighbors in need and to drive applications for those qualified so they can get the support & services they need. 

Every neighbor on Nextdoor is verified, ensuring that MassWIC would reach real neighbors who currently live in Massachusetts. By layering on additional targeting, such as income and parents, they were able to reach their exact target audience efficiently and effectively, at scale. 

Solution

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

Results: 

The combined efforts of MassWIC and Nextdoor produced exceptional results. Nextdoor's verified user base is a unique differentiator, enabling us to drive quality leads and application submissions from real people looking to get things done. These quality leads resulted in the strongest driver of applications once users hit the landing page, and as a result, in June, Nextdoor was MassWIC’s top driver to the application page. 

Both display and video creative were used to drive applications, with display being the strongest driver of applications, resulting in a CTR 20% above Nextdoor's benchmark. The campaign’s CTR for video creative also exceeded Nextdoor’s benchmark by 13%. 

The campaign on Nextdoor also outperformed MOAT engagement benchmarks across the board: +136% above benchmark for Universal Interaction Rate, + 109% above benchmark for Hover Rate, and +122% above benchmark for Viewability. 

"Nextdoor’s media team was great to work with! Our online applications showed an increase in the number of WIC applications during our two month campaign. We would love to work with them again!"

Mass WIC Program

Karan DiMartino, Marketing Manager