How MeSpace Raised Website Conversion 28% In A Quarter

The Challenge

MeSpace is a self-storage provider in Thailand. It has storage for many needs, from large storage rooms to a temperature-controlled cellar. Its main problem was low awareness among Thai consumers, both of the MeSpace brand and of the idea of self-storage itself.

The task was to make the brand known and, at the same time, to teach people about a service they did not know well.

MeSpace also went through a rebrand midway through the campaign. The communication had to change direction, and this added to the challenge of turning prospective customers into customers.

Our Approach

Social Content And Ads

Primal chose a mix of media for MeSpace, to carry the communication strategy and deal with the barriers the brand faced.

We made social content around the everyday uses of self-storage. It introduced the idea, showed people why they might need it and promoted the MeSpace brand in the market. The ads ran on Facebook and Google, alongside the content.

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Outcomes Achieved

The campaign used Facebook and Google ads with content marketing to teach Thai consumers about self-storage. In the last quarter, website conversion rose 28%, the click-through rate (CTR) rose 52.7% and the cost per click (CPC) fell 32%.

• 28%Increase in Website Conversion
• 52.7%Increase in Click-Through Rate (CTR)
• 32%Lower Cost Per Click (CPC)

Key Insights

• MeSpace had to make its brand known and explain self-storage to Thai consumers who did not know the idea.
• A rebrand midway through the campaign meant the communication had to change direction.
• Social content on the everyday uses of self-storage introduced the idea and promoted the brand, with ads on Facebook and Google.
• A key visual shoot gave the brand its main campaign image, and in the last quarter website conversion rose 28% while the cost per click fell 32%.