Launch and consolidation of ‘the social network for neighborhoods‘
THE CHALLENGE
Nextdoor, an international company born in Silicon Valley, is a platform that connects neighbors in the same neighborhood. Although it is well known in the USA, it was completely unknown in Spain.
The social network for neighborhoods had an important story to tell in Spain. It wanted to become known as the most relevant neighborhood app in Spain to its audiences: users, partners, institutions and the media.
STRATEGY
From a corporate approach, the PR strategy focused on spreading the idea that the platform is “the Facebook for neighborhoods” in Spain. The strategy is reinforced by pillars of social responsibility, such as neighborhood solidarity or sustainability and ecology.
Phase 1
Launch of Nextdoor in Spain
Implementation of a public relations campaign to raise awareness of Nextdoor and achieve impact in local press, national newspapers and lifestyle magazines with a social focus. After the initial launch, we achieved brand visibility through press releases, local events and exclusive reports that highlighted the stories of different Spanish neighbors and neighborhoods.
Phase 2
Consolidation with eye-catching campaigns: Supervecino/a Awards
We organized the ‘Premios Supervecino/a‘, which sought to reward the best neighbors in Spain: those people who make life easier, more fun or, in short, happier for those around them. The campaign gave rise to a real neighborhood mobilization inside and outside the platform, as well as a great deal of media coverage.
RESULTS
Articles in print media
Radio interviews
Television reports
Economic value in euros
