Connecting neighbourhoods and accelerating growth – hitting the ground running in Spain
Entering a cultural context very different from the United States, Nextdoor, the American platform that connects neighbours within the same community, partnered with LF Channel for its launch in Spain. In just one year, Nextdoor went from being completely unknown to establishing itself as the digital meeting point for local communities across the country. Rapid user sign-ups provided immediate momentum and laid the foundation for sustained long-term growth.
THE CHALLENGE
Nextdoor entered Spain with no brand awareness, no active users, and no local partnerships. The challenge was to create trust and visibility in a saturated app market while adapting the value proposition to the Spanish neighbourhood culture. The goal was to demonstrate that Nextdoor could connect real people in real communities, activate neighbourhoods, and drive early adoption to establish the critical mass necessary for sustained growth.
STRATEGY
LF Channel designed an integrated communications strategy combining corporate messaging, consumer PR, and social storytelling, focused on transforming purpose into adoption.
Phase 1
Launch: awareness, credibility, and early communities
- Introduced Nextdoor to national, regional, and lifestyle media.
- Key message: “the Facebook for neighbourhoods.”
- Shared local stories emphasizing proximity, community, and solidarity.
- Secured interviews with key company spokespeople.
- Organized on-the-ground activations to encourage early user adoption.
Objective: generate initial awareness and position Nextdoor as a credible and valuable platform for Spanish neighbours.
Phase 2
Sustaining: engagement and organic growth
- Ran campaigns to drive neighbourhood participation and community activity.
- Developed strategic alliances with local institutions and partners.
- Produced storytelling content based on real neighbours and communities.
- Amplified media coverage and social presence.
- Collaborated with local influencers to strengthen engagement.
Objective: convert initial visibility into sustained engagement and organic growth.
RESULTS
Media articles
Media impressions
Spokesperson interviews
