Social support for UK’s largest independent forecourt operator
In real life, Motor Fuel Group never stops expanding. But on social media it was a different story. When it first came to us, its foot wasn’t exactly on the gas.
Social media management
Website development
Hosting and maintenance
+ 90.7% Engagement growth
In the first six months
+ 157.5% Post link clicks
In the first six months
4,000,000 Impressions
In the first six months
+ 132.2% Video views
In the first six months
Meet Motor Fuel Group (MFG), the UK’s largest independent forecourt operator. While you might not have heard their name, we can almost guarantee you’ve filled up with petrol at one of their sites.
They offer everything you need from a forecourt- EV Power chargers, Greggs, Burger King, supermarkets, which means they have a huge customer base. Think eco-conscious EV drivers, long-distance commuters, and pretty much anyone who owns a car.
MFG was in a tricky position. Their in-house social media manager left on a Friday, and by Monday morning, we had taken over. No gentle handover. We went full throttle. That level of reactivity has set the tone for our relationship with MFG ever since.
They needed a team who could act as an extension of themselves, forge relationships with an absolutely huge group of people, and do it fast.
Luckily, this wasn’t our first rodeo with MFG. We’d run their social media in the past, built one website, and we’re currently in the process of building another. So when things got difficult, they could trust us to slot seamlessly back in.
We weren’t working in an easy market
-
The audience
An extremely wide target audience, each subsection with unique interests, needs and pain points.
-
The posting
Inconsistent, with formulaic, repetitive captions and limited calls to action.
-
The competition
A market dominated by household names with already substantial followings on social media.
-
The transition
Moving from an in-house social media manager to an external agency could be challenging. If we were going to post consistently, we needed to quickly make ourselves known to key contacts in each department, setting up effective lines of contact with each of them.
We streamlined communication with key departments to ensure strategic and consistent posting. Here’s how we did it:
- Scheduled a weekly inter-departmental meeting to streamline communications.
- Created a shared content calendar on Notion where department leaders could track our progress in real time.
- Developed unique communication methods with different department leads to suit their needs.
- Reported on key performance metrics and top performing posts month on month, encouraging certain post types based on data.
In the first six months, we achieved…
- Just under four million impressions, a 238.5% increase.
- A 90.7% increase in engagements
- An 157.5% increase in post link clicks
- An 132.2% increase in video views
- Net audience growth of 40.6%
Compared to the previous six month period.
“Since we started video testimonials from our Contract Managers (Franchisees) on Social Media, our applicant numbers have more than trebled. The team at First Internet are quick to edit the videos & prepare the posts for approval. They are ready weeks in advance!”
Scott Mackenzie, Recruitment and Training Manager
Design By UBER
A visually-led website designed to showcase Design by UBER’s award-winning interiors, combining striking imagery with a seamless user experience.
Read more
Black Brick
Discover how First Internet improved Black Brick’s SEO with a targeted SEO strategy and content optimisation, driving more visibility, leads and growth.
Read more