A couple of years ago a new startup, MakeSpace, disrupted a category with a smart, seamless, digital approach to storage. In the process, they created a new sector of on-demand storage that promised to simplify the category. Central to their launch strategy was Out-of-Home (OOH) advertising; the campaign created one of best examples of a "virtuous circle." OOH provided brand awareness and drove traffic to the MakeSpace website, while OOH displays were also used across their social channels like content, which increased audience engagement and led to an increase in responses and shares. This virtuous circle drove favorable results.