Developing an Online Community for Space Bag

Challenge:

Space Bag, leading manufacturers of the popular vacuum-seal home storage bags, approached Nuffer, Smith, Tucker because it wanted to do more than quick-sell consumers via its infomercials – it wanted to build meaningful relationships that would keep consumers coming back. NST recommended creating a consumer-focused online community dedicated to providing members with useful content and a forum to discuss their storage and organization challenges and successes. In August 2009, the Space Savers community was born.

Space Savers was all about saving space, solving storage dilemmas and getting organized, and it allowed Space Bag to position its brand as the solution to a variety of consumer needs. The site featured organization articles, tips, Space Bag product information, a product rating and review section, community member success stories, and product usage ideas provided by professional organizers advocating for the brand. A blog was updated weekly and website content was promoted on Space Bag’s Twitter and Facebook profiles for a cohesive online presence for the brand. A monthly newsletter provided organization tips and product information to more than 100,000 consumers.

Results:

Generated tens of thousands of monthly impressions for the brand

Increased positive online dialogue about Space Bag products

Built relationships with more than 30 professional organizers, who partnered to produce Space Savers content

Compiled more than 50 consumer-generated stories promoting Space Bag products