Johannesburg: +27 (0)10 020 1886
Cape Town: +27 (0)21 448 9280

XtraSpace

Digital marketing case study

Over the last 4 years, we’ve achieved 59% average growth in conversions each year for XtraSpace, one of South Africa’s leading personal and business storage solution providers.

Summary

XtraSpace began their marketing partnership with Gnu World in 2012. Since then Gnu World has worked with XtraSpace to ensure that their phenomenal growth in floor space is represented within the digital sphere.

Our role has been to drive leads and brand visibility across a range of digital channels, with an emphasis on SEO and content marketing, social media marketing and strategic planning.

“XtraSpace, as a group, have had the privilege of a very successful and collaborative relationship with Gnuworld since 2013. As our website designers and digital marketers (and so much more), Gnuworld has had a fundamental impact on the success of our brand in the digital sphere. Gnuworld’s integrity and honest, sound advice has paved the way for a long future relationship.”

Colleen Mansour, Operations Manager, XtraSpace

59%

average growth in conversions each year over the last 4 years

31%

average organic traffic growth each year over the last 4 years

1.37

million Google Adwords impressions in 2017

711,632

Google local search impressions in 2017

11,617

average new social media followers per year

129,276

engaged social media users in 2017

custom, fully responsive & conversion-optimized Drupal website

Partners in growth

XtraSpace first contacted Gnu World in 2012, looking for a new website and assistance with their SEO and content marketing requirements.

Approach

Gnu World redesigned the website and put XtraSpace onto one of our search engine marketing packages, combining SEO marketing, content marketing and Google AdWords. The combination of a new, SEO optimized website together with a structured marketing campaign soon began to deliver results, and XtraSpace began to assert itself as an industry leader within the digital space.

Campaign growth

Campaign growth increased steadily over the next two years, and by the end of 2014 year on year growth across all channels was close to 50%. In early 2015 Gnu World compiled a detailed competitor report for XtraSpace, tracking the company’s performance relative to major industry competitors on key marketing channels, and using this to identify strategic marketing opportunities.

Results

This approach yielded excellent results, with the campaign traffic growing 62.6% over the course of 2015, which was mirrored by a proportional increase in conversions via the website. The introduction of a comprehensive social media marketing campaign ensured that XtraSpace reached a massive new audience, with hundreds thousands of South Africans exposed to the XtraSpace brand over the course of the year.

The growth in XtraSpace’s digital footprint was paralleled by a significant increase in the number of facilities operated by the company, particularly within the serviced offices sector catered to by XtraSpace Flexi Offices. Towards the end of 2016 this had developed into such a significant growth point that the decision was made to rebrand XtraSpace’s serviced offices as The Workspace, and market this separately to the XtraSpace brand.

Throughout this period of growth Gnu World continued upgrading and refining the XtraSpace website, adapting it to changes within the digital landscape, such as the increased emphasis on the mobile browsing experience. In 2017 work began on a new website for XtraSpace, with the design reflecting the brand’s ascension to industry leader status.