The Challenge

Big Yellow has long been the industry leader within the self-storage category, offering secure, flexible solutions to those looking for additional space. What is lesser-known is that it has been working for years on renewable energy sources, recyclable materials and community initiatives - living sustainably is in its DNA.

The challenge for 2020? Position Big Yellow as the self-storage option that supports, enables and inspires a life lived sustainably.

People-First Insight

Concern for the environment is rising at a far quicker rate than other issues, according to research (YouGov via TheGuardian Online, 2019). But feelings of environmental anxiety are intensified during key life milestones and house moves as people reflect on the impact of their life and lifestyle on the world.

Big Yellow believes that it is not enough for brands just to discuss their own sustainability efforts and expect their audience to become advocates, research has shown that 88% of consumers want brands to help them make a difference (Futura, 2018).

How can Big Yellow evolve from a conversation about ‘space’ to a conversation about being conscious about how the space we occupy affects the world around us?

The Story

For 2020, we introduced an integrated strategy positioning Big Yellow as the storage solution that promotes and enables both sustainability and stability when people need it most, brought to life via earned media opportunities, press office, social and blog content.

We achieved this via content born from three key themes:

What Big Yellow will do: spotlighting both the environmental and personal sustainability initiatives that Big Yellow is making as part of its ‘Big Green Commitment’.

What Everyone can do: how the changes Big Yellow has made for a more sustainable future can be adapted and implemented everyday within the home.

What You Can Do: offer simple advice to help our followers live more sustainably everyday, including working with experts within the sustainability field to bring their advice to the Big Yellow audience. 

How It Came To Life

Since its implementation, we’ve seen an incredible 85% increase in total social reach. In fact, our sustainability-focused content has been performing so well that approximately 80% of our always-on social and blog content is now focused on sustainability.

It has enabled us to put sustainable lens over a variety of topics, from reactive blog content focusing on working from home during 2020 lockdown, to championing sustainable credentials of new locations, and tips on living a more environmentally-friendly lifestyle everyday.