Second Scout was built on the idea of empowering and encouraging kids to do simple daily routines with the help of picture-based products, thus alleviating the struggles parents face when trying to get their kids to do chores.
Such struggles are all too familiar to Second Scout’s founder Megan Pollock, herself a mother of two. “Juggling the demands of parenthood, work and a household, I recognised the need for tools that could assist my kids in becoming more independent, and in turn reduce my mental load,” she explains.
Megan sought to create not just visual aids but also products that are practical and stylish. For instance, the pictures are put on a unique magnetic timber.
“I wanted something safe and sleek that fits in with my home decor, so we worked tirelessly on a bespoke design that concealed the magnets inside the timber,” Megan says.
Her husband, Duncan, also had a hand in designing the products, leveraging his architectural background to create the technical drawings used in the design of Second Scout’s products. The result is a design with a clean finish that also gives parents peace of mind for worry-free use as products are thoroughly tested in the lab for safety.
When it came time to launch Second Scout in 2021, Megan primarily turned to Instagram in promoting the brand and its products.
“Instagram’s visual nature aligned perfectly with our range, allowing us to showcase the design components and practicality in an engaging way,” Megan explains. “It also provided a platform to connect with our target audience of parents, who often turn to social media for inspiration and advice. It also was pivotal in attracting stores that now wholesale our range.”
While Instagram remains the core platform for Second Scout’s social media marketing efforts, Megan has also made use of other platforms, such as Facebook and Pinterest, for the brand’s social media marketing. She is particularly fond of Pinterest, calling it a “visual discovery engine”.
“It’s the perfect platform to showcase the aesthetic of the range,” she says. “Fusing together both the kids’ toy, educational, design, and home-organisation industries, we are discovered by users amongst many different categories.”
Second Scout’s overall social media thrust has reaped rewards for the brand. It not only provided financial growth but also established a loyal customer base that not only appreciates its products but also advocates for them.
“We regularly receive messages, user-generated content/testimonials, shares and tags of our products, demonstrating the strong connection between our brand and audience,” Megan shares.
The brand has managed to gain the support of celebrities and parenting experts such as Maggie Dent, Erin Molan and Libby Trickett. More importantly, it has received recognition in the industry, winning awards such as the Lord Mayor’s Women in Business award, Mum’s Grapevine Toy Guide Top Pick, Australia Post Local Business Hero award and Life Instyle’s New Breed Scholarship award.
Despite having experienced major setbacks with manufacturing and stock supply last year, Second Scout is regaining its momentum, with a new supply chain in place and an expanded product line. For the latter, Megan is using social media in recruiting customers as testers for potential new products.
There are also plans to revisit a US launch, an initiative Megan will also drive through social media. “Social media will be crucial as well in driving us into a new international market, building brand awareness, and connecting with customers and potential stockists,” she avers.
This article first appeared in issue 45 of the Inside Small Business quarterly magazine
