Opportunity

At the height of COVID-19 social distancing and critical supply shortages, neighbors needed each other more than ever. We needed to get the word out quickly about Nextdoor's Help Map and Help Group features.

Strategy

Work with product and comms teams to target parents 30-55 via mom and dad lifestyle influencers, content creators, and brands on Instagram, sharing stories and screenshots about how they leveraged the Help Map and Help Group product features in their neighborhoods.

Tactics

• Partnerships and co-branded campaigns with Petco and Clorox

• Mom and parent Instagram content creator activation

Results

• +93M organic social impressions in six months during the pandemic

• Over 1K social posts and stories generated by content creators

• 6X increase in clicks to Nextdoor.com vs. previous period