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Optimum

Optimum Shed Light on Neighbors and Local Businesses Doing Good

18%

Average open rate of the branded email

100+

Submissions from Nextdoor members

Objective

During the past months of the pandemic, when the importance of community has proven more important than ever, Optimum launched a #HeyNeighbor campaign to bring awareness of the incredible stories of people and businesses who are making a positive impact in their neighborhoods. The goal was to create a stronger connection with their customers by taking a hyper-local approach and sharing stories amongst neighbors.

Solution

Altice partnered with Nextdoor to hyper-local target both creatively and tactically to extend awareness of the #HeyNeighbor campaign across Tri-State New York. Members come to Nextdoor to connect with their neighbors, get information, share recommendations and now more than ever offer support. Coupled with the fact that Nextdoor verifies member addresses during sign up, Altice was able to target current and prospective customers in specific zip codes and ensure their message was reaching the right audience. Altice shared local stories through Sponsored Post video ads and drove members to a landing page where they could read more. A UGC component encouraged neighbors to submit their own local stories using the hashtag #HeyNeighbor for a chance to be featured in the campaign. A never-been-done-before branded email shared more inspiring stories targeted to members in their main markets of Brooklyn, Bronx, Connecticut, Hudson Valley, Long Island, New Jersey, and Westchester.

Results

Optimum's #HeyNeighbor campaign saw success at reaching their target markets on Nextdoor and driving awareness of the campaign. The email campaign had an 18%+ open rate, way above industry standard of 12-15% for a promotional email (according to Litmus and ReturnPath). The average CTR of members who opened and clicked to the submission page from the email was 1.5%, driving over 100 local business story submissions. To learn more and read inspiring stories from this campaign visit: www.optimum.com/heyneighbor.

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