Case Study: The Launch of Portable Aggregate Solutions
The Salt Box
How a brand new company generated 130+ leads in its first season before spending a dollar on ads.
Brian Gagnon soft launched Portable Aggregate Solutions in April 2026. One month later we started making content. What happened next is the clearest example I have ever seen of what organic social media can do for a business when it is built as a system and not an afterthought.
750k+
IMPRESSIONS ACROSS INSTAGRAM AND FACEBOOK.
130+
INBOUND LEADS ON A SYSTEM STARTING AT $120,000.
27
POSTS. THAT’S ALL IT TOOK.
The Situation
A start up with no audience, no track record, and no ad budget.
Brian launched Portable Aggregate Solutions in the spring of 2026 with a genuinely innovative product and no social media presence to speak of. The challenge wasn't the product, but its visibility. Nobody knew the company existed. Nobody knew the system existed. With an industry where most companies rely on trade relationships and word of mouth built over years, PAS needed a faster path to market.
We built one.
The Work
No ads. A content system built around how the platforms actually work.
The content we built for PAS wasn't about making things look polished. It was about making things work. We documented the system in action and built each piece of content around the specific hooks and formats that drive performance in this category. Every post was intentional and every edit was built for retention. The goal wasn't views, it was the message in our inbox.
The approach was startup-friendly from the beginning. It was built to ebb and flow with the business as revenue came in, with the flexibility to scale as demand grew. That flexibility became irrelevant faster than either of us expected.
“Social media for me has just generated a lot of leads. I have leads from all over the country.”
The Results
750,000 organic views across less than 30 posts. 130 inbound leads on a system that starts at $120,000. At even a modest conversion rate that represents millions of dollars in potential revenue for a company that did not exist six months ago.
The demand grew fast enough that PAS is now building a waitlist for customers purchasing systems for next year. Brian is actively thinking about bringing on a dedicated sales manager just to handle the volume of inbound inquiries.
The Insight
Most people ask whether social media actually works. The honest answer is that it depends entirely on whether it is built to perform or built to look good. PAS had no brand recognition, no ad spend, and no existing audience. What they had was a product worth talking about and a content system built around how people actually behave on social media.
That combination — the right product, the right system, the right content strategist — is what takes a business from unknown to waitlisted in a single season.
This is not about how pretty everything looks. It is about how well the content works.