StorQuest: Make Room for Awesome

Self-storage is as transactional as it gets. But does it have to be?

People don’t think about storage until they’re forced to. But if a challenger brand like StorQuest wanted to stand a chance, we needed to reach people who might be persuaded to think of storage differently.

So we repositioned StorQuest from a necessity to a lifestyle brand with a campaign built around aspiration: Make Room for Awesome. Instead of selling square footage, we sold possibility. After all, someone has to help you make room for the next trip, hobby, move, or life upgrade. Then we brought the idea to life with a high-impact social push featuring a few well-known ambassadors of the adventurous life. All anchored by short-form content and a customer contest that made the brand feel aspirational, active, and fun.

With the launch of our first piece of content alone, the brand broke all prior benchmarks by reaching over one million prospects across Southern California. And just as importantly, the perception of StorQuest shifted from “necessary evil” to “enabler of awesome.”