Nextdoor: “Super Neighbor” Awards
Nextdoor is a hyperlocal social networking service for neighborhoods. Nextdoor launched in the United States in October 2011. For its launch in Spain, Nextdoor relied on LF Channel.
Challenge & Strategy
Within a few months of the app’s launch, our challenge was to position Nextdoor as the most relevant neighborhood app in Spain for different audiences, including: users, potential users, partners, institutions and the media. In addition, we wanted to boost visibility in the local press, national newspapers, and lifestyle magazines to highlight the real social impact of initiatives carried out by Nextdoor members and related to three leading pillars: inclusivity, solidarity, and sustainability.
The strategy was to organize the “Super Neighbor Awards”, a campaign to reward the best neighbors who who make life easier, more fun or, ultimately, happier for those who live near them.
The campaign ended with an awards ceremony for “super neighbors” in four categories, fulfilling all of the proposed objectives and obtaining very wide coverage in print, online, television on prime time, and radio media.