Yorkshire Building Society leveraged both Sponsored Posts in the newsfeed as well as In App Digest, which provides a summary of the top posts from a neighbor’s newsfeed, accessible in-app only. The brand rotated lifestyle creative in the newsfeed to minimize ad fatigue and increase engagement.
We targeted both mobile and desktop users to ensure that that the brand was able to reach neighbors across multiple devices, ultimately providing us providing a more robust set of data and insights.
The creative resonated well with Nextdoor’s audience, performing in line with Nextdoor's CTR benchmarks for the finance vertical. The In App Digest creative performed exceptionally well, resulting in a CTR that was 10% above Nextdoor's benchmarks.
Female neighbours in particular drove a stronger performance than males, with a 14% higher CTR. The weekend saw the highest engagement with a CTR of 0.49%, while neighbours who were served the ad on Tuesdays were more likely to engage with the campaign, perhaps making considerations after the first working day of the week. Moreover, the creative and message resonated across both age groups (30-44 and 45-59) with a slight uplift in the 45-59 age group.
"In our ISA campaign, we wanted to reach more users to help them build financial resilience and open discussions about savings. We decided to test Nextdoor in the delivery of our cash ISA campaign to their trusted network of users. This is a key season for us and it was fantastic to see that 70% of our campaigns have achieved results over the finance benchmark.
Through Nextdoor’s platform we have engaged a new audience who have an active interest in the economy and managing their finances/savings, they have responded positively to both our in app digest and newsfeed ads as our performance metrics demonstrates. We look forward to working closely with Nextdoor on future campaigns to continue building awareness of Yorkshire Building Society and our savings products."
Head of Performance Marketing
Sources:
GWI Core, UK, Q2 2022-Q1 2023
