Expanding hyper-local social networking site Neighbourly is a strategy Stuff has found big success with, says Scott Brown, commercial director of strategy and ventures.

Speaking at the INMA Media Innovation Week in Hamburg, Brown compared the New Zealand network to Nextdoor.com, a similar platform in the United States and United Kingdom.

“Using our traditional publishing assets, we’ve grown Neighbourly to be in one in four homes in New Zealand,” Brown explained. “It creates a really hyper-local social context where we’re helping to shape discussion and share information, know what’s going on and what’s happening — which is core to what we do as a publisher.”