Leeo is a connected home company that believes in the powerful role technology has in building stronger and safer communities. Since community is a part of Leeo's very DNA, the company sought to generate awareness around the topic by examining neighborhood dynamics across the United States. After conducting a nationwide omnibus survey, Leeo found that one in eight people in the U.S. do not even know their neighbor's first or last names, despite the fact that neighbors are often in the best position to respond in times of distress. Armed with this knowledge, Leeo launched the first-ever #KnowYourNeighbor challenge, and sparked a nationwide conversation about the value of community in this age of connection.
Leeo started the movement in San Carlos, California. With the help of local civic leaders and community influencers, Leeo initiated the dialogue about neighborliness in the form of a local house party. The event quickly generated excitement and positive word-of-mouth, and set the stage for the rest of the challenge.
Leeo sustained the conversation on Twitter, Instagram, and Facebook by encouraging people to share their stories and tips on how to get to know their neighbors better. Through these efforts, #KnowYourNeighbor created a groundswell of conversation around the concept of more connected communities, and garnered so much attention that it turned into a nationally trending Twitter topic. The campaign generated an immense amount of awareness for the company and its flagship product, the Leeo Smart AlertTM Nightlight, in addition to raising $10,000 for Habitat for Humanity Greater San Francisco.
Leeo developed an all-encompassing action plan that was able to shine a light on something that rarely gets talked about: the average person does not have a relationship with their neighbor. Through a four-step approach, Leeo incited a national movement that helped people restore their faith in the power of community.
Leeo's main goal was to compel people to understand the critical importance of safety within their homes and neighborhoods. By establishing that understanding, Leeo opened the doors to a deeper conversation about community and ultimately, helped shift behavior. This was not a simple feat; Leeo turned #KnowYourNeighbor into a success through hard work, strategic planning, and extensive outreach.
As soon as #KnowYourNeighbor launched, the thousands of user stories that trickled in were the driving force behind the campaign's ultimate success. The stories had a glorious snowballing effect; inspiring others to interact with other participants, and eventually join in themselves. By encouraging people to post pictures and tell their favorite "neighborly stories," the campaign also helped raise money for a greater cause — building homes for future communities and neighbors.
For every unique social post with the designated hashtag, Leeo donated $1 to Habitat for Humanity Greater San Francisco. The stories were just as powerful as the cause they were going toward. People shared heartfelt tales and ideas about their communities. One woman shared how her neighbors helped each other out during the aftermath of Hurricane Sandy, while another talked about how their neighbors took care of their pets when they went to the hospital. Love was also a popular #KnowYourNeighbor topic. One couple posted about how they each fell in love with the person next door; their wedding is just a few months away.
Another element of the campaign's success came from the data obtained through Leeo's survey of neighborhood behaviors. Having qualitative and quantitative data provided Leeo with an easy way to educate others on the reality of neighborhoods today. The data substantiated the campaign's message and enticed people to listen and actively participate in the #KnowYourNeighbor conversation.
In total, Leeo's overall social footprint reached an overwhelming number of more than 23 million people, growing their social communities by 63 percent. Leeo's social engagement posts reached 7 million people on Twitter, and over 300,000 on Instagram. Furthermore, Leeo's Twitter Party garnered over 16 million impressions. Habitat for Humanity also helped amplify the conversation, raising #KnowYourNeighbor to the fourth trending Twitter topic in the United States.
There are certain elements that every campaign must have to create awareness, but it takes a unique blend of strategy and passion to trigger a meaningful conversation about a topic people tend to shy away from. Not only was Leeo successful in starting this conversation, but $10,000 was donated to a charitable organization as a result. The #KnowYourNeighbor challenge was much more than just an event or headline. #KnowYourNeighbor gave people an opportunity to deepen their sense of community, and opened up the discussion about how we define neighborhoods in this day and age.
