The Story
Scalable, sustainable growth in the startup space.
The $4B+ Canadian self-storage market may not be the first that comes to mind when you think about high-growth, technology-led ventures. The team at Second Closet recognized the opportunity to disrupt this massive industry with a technology-first approach to consumer experience, operations, and marketing. They have become one of Canada’s great start-up stories of the last 5 years. As they expanded their footprint and capabilities across Canada, they also recognized that there was a substantial opportunity in eCommerce fulfilment and logistics. They turned to us to quickly ramp up their B2B lead generation program and it has become their primary business today. Here’s how we integrated with the leadership and marketing teams at Second Closet to fuel this great growth.
The Goal
Launch a new brand and business with rapid scale.
What We Implemented
A rapid & scalable go-to-market strategy.
A sustainable foundation is built on diversification.
All-to-often we see single channel start-ups. They are spending excessively on Facebook/Instagram alone, and when those channels slow, they have major problems sustaining growth.
With Second Closet, we built a multi-channel, multi-media go-to-market strategy that included search, social, content and programmatic video & display.
These channel launches - led by foundational marketing principles of reach and frequency, and enabled by technology - allowed for rapid and sustained growth in brand interest, engagement, and conversion within just months of the program launching.
With core channels off the ground, we focused on scaling.
With our core mixed-media program in market, we worked with the leadership team to focus on scaling into new marketing channels and markets. Within 6 months, we brought Second Closet to market with a highly strategic out-of-home program, and made them one of the first start ups in Canada to quickly capture mindshare with a media-mix of below and above the line tactics.
Today, Second Closet is the dominant valet storage provider.
Early investments in brand-building tactics and a well diversified set of digital channels have paid off. Second Closet has squarely positioned themselves as the market leader across Canada and their CAC continues to reach new lows.
With the rapid growth of eCommerce and their logistic network continuing to expand, we have also helped them to successfully capture market share in this new line of business through a simple but effective lead-generation program that ramped up in under 1 month and continues to scale with favourable economics.
The Results
Rapid national growth and category dominance.
1000’s
Customers Acquired
$100M+
Total Funding
70+
MQI’s Per Week
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“Other. has been an integral growth partner that has allowed us to scale sustainably in a challenging & competitive category.”
Mark Ang
CEO, Bolt Logistics (Previously Second Closet)
Like these results? Let’s build the future of your marketing program.
From quickly switching partners to carefully assessing needs, we’ve been through many change scenarios and are ready to discuss your unique situation.