UK’s largest independent forecourt operator

Motor Fuel Group LTD

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.

Services

Social media management

The Proof

+ 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

Client

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.

The Team

Brief

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.

Challenges

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.

Solution

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.

Results