Nextdoor, the hyperlocal social network, is unveiling a refreshed brand identity and testing advertising in four U.S. markets that will launch as part of a global campaign in early 2021.
The company worked with co:collective to hone in on positioning, refresh the brand’s image and develop a campaign to reflect its sharpened mission to be a platform where neighbors can connect, lend a hand and build stronger communities.
“The biggest insight we learned is neighbors want to plug into their neighborhoods, to actually access the resources their neighborhoods give them,” said Maryam Banikarim, CMO at Nextdoor. “We deliberately pick where we live, so how [can we] access that?”
Earlier this week, Nextdoor launched a test campaign in Atlanta, Hartford, Conn., Houston and San Diego. The digital-first campaign includes spots on OTT services, including Hulu, and in out-of-home locations, such as gas station pumps. The media buy includes social banner ads, print and outdoor.
After the campaign is fine-tuned, it will run in global markets where Nextdoor has a presence, including Australia, Canada and the U.K.
The new branding, which was uploaded to Nextdoor’s site and app earlier this month, replaces a house graphic with one that features a waving “N.” The waving symbol is meant to be friendlier and more inclusive than the freestanding house logomark, and to acknowledge that some people live in apartments and townhouses.
“The old icon felt like a suburban home and we wanted to signal the brand is for everyone,” said Banikarim. “Waving welcomes everyone.”
Nextdoor may be a digital brand, but its mission is to get people together in real life. To convey that message, co:collective created a 1:36-second hero spot, “Tap Into Your Neighborhood,” along with 30- and 15-second cuts that feature vignettes of actual Nextdoor members who used the network to find a service dog, meet fellow gourmands and figure out what kind of succulent is growing in the front yard.
The vignettes show viewers, who might be used to following strangers on Twitter and Facebook, how to use a hyperlocal network. The goal is to attract more people to join Nextdoor and encourage daily engagement, said Patrick Cahill, managing director at co:collective.
“People knew Nextdoor existed, but a lot of people did not know how to use it,” he said. “Where Nextdoor really stands up against Google, Facebook and Twitter, and Craigslist and Yelp, is it is all about community, all about real people.”
Nextdoor’s daily active members increased by 80% globally month over month in March, at the start of the COVID-19 pandemic. Through social monitoring, Nextdoor and co:collective picked up on dialogues where neighbors became lifelines for people who were unable to get their own groceries.
Earlier this year, Nextdoor proclaimed September “Neighbor Month.” As part of that campaign, the company developed a program on the future of neighborhoods, called “Neighborhood Conversations,” which put the brand in the middle of civic discussions on business development and community fundraising.