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Case Study - Extra Space Storage


CASE STUDY:
EXTRA SPACE STORAGE

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Case Study - Extra Space Storage


CASE STUDY:
EXTRA SPACE STORAGE

BACKGROUND

 

EXTRA SPACE STORAGE INC. IS THE SECOND LARGEST OPERATOR OF SELF-STORAGE FACILITIES IN THE U.S. THEY OWN AND OPERATE OVER 1,400 STORES ACROSS 38 STATES, WASHINGTON D.C., AND PUERTO RICO.

Extra Space Storage believes that the items their customers are storing are important. They understand that these items are meaningful pieces in their customer’s future. As such, Extra Space Storage works to provide a storage solution to keep those items safe until customers have reached their better tomorrow.

 

THE ASK

Extra Space Storage came to Green Glow Films to help build a creative campaign that would increase awareness and interest in an effort to increase leads, drive search volume (paid and organic), and lower overall costs-per-acquisition.


STRATEGY

WE FOUND THAT PEOPLE ARE TYPICALLY DRIVEN TO FIND STORAGE WHILE GOING THROUGH a PERSONAL CHANGE which can be an emotional time for many. WE LEVERAGED OUR NARRATIVE STORYTELLING TO CONCEPT AND EXECUTE TWO DIFFERENT IDEAS—NOSTALGIC AND COMEDIC. THESE CONCEPTS HAVE DEEP-ROOTED SENTIMENTS THAT COVER A RANGE OF EMOTION THAT THE AUDIENCE Can CONNECT WITH DURING THIS TIME IN THEIR LIFE.

 

 

THE IDEA

THE idea behind THIS CAMPAIGN IS ABOUT people's FUTURE and dreams. THE SOCCER STAR IN "MOMENTS THAT MAKE US" NEVER STOPS PUSHING THE BOUNDARIES OF HER GAME AND THE ECCENTRIC INVENTOR IN "DEN OF GENIUS" FOCUSES ON attempting to create successful inventions WHILE EATING HATERS FOR BREAKFAST.

 
 

"MOMENTS THAT MAKE US"

FULL VIDEO

:60 SPOT #1

:60 SPOT #2

"DEN OF GENIUS"

FULL VIDEO

:30 SPOT

:60 SPOT


RESULTS

 

The initial results appear positive. google scored this campaign as "best in class" on raising brand awareness. the following results are based on the combined efforts of both youtube advertising and disply advertising.

 

COMBINED RESULTS FOR TEST MARKETS:

187% LIFT IN BRANDED SEARCH TERMS
12% LIFT IN THE SELF-STORAGE CATEGORY OVERALL
12% INCREASE IN CLICK-THROUGH RATES
-2% DECREASE IN COST-PER-CLICKS

"MOMENTS THAT MAKE US" RESULTS:

29% AD RECALL
32% BRAND AWARENESS LIFT

"DEN OF GENIUS" RESULTS:

45% AD RECALL
34% BRAND AWARENESS LIFT

 

"WE ARE PLEASED TO SEE THAT THE INITIAL RESULTS OF THE CAMPAIGN SHOWED AN INCREASED INTEREST IN OUR BRAND. AS WE CONTINUE TO TEST THIS APPROACH, WE HOPE TO GAIN A GREATER CONNECTION WITH CONSUMERS LEADING TO LOWERED CUSTOMER ACQUISITION COSTS AND INCREASED RENTALS."

— JAMES OVERTURF
CHIEF MARKETING OFFICER


CREATIVES

"MOMENTS THAT MAKE US"

BRYAN ROWLAND
CREATIVE DIRECTOR / DIRECTOR / DP

STEPHEN WAYNE MALLETT
ASSOCIATE CREATIVE DIRECTOR / COPYWRITER

KENLON CLARK
ART DIRECTOR / COPYWRITER

 

"DEN OF GENIUS"

MARK JWAYAD
CREATIVE DIRECTOR / DIRECTOR

KENLON CLARK
ART DIRECTOR

WILL RUBIO
COPYWRITER


 

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