ProblemPCC Community Markets, the nation’s largest community-owned food co-op, required a social media strategy that reflected its deeply rooted values—sustainability, local connection, and transparency—while keeping pace with evolving digital behaviors.
The absence of a strategic yet nimble framework meant missed opportunities to spotlight the co-op’s impact, reach new audiences, and deliver timely, mission-aligned content.
Solution Hydrogen collaborated with PCC to establish a cohesive, mission-driven content strategy that reflects the co-op’s core values and adapts to evolving social trends. Platform strategies were refined to better align with audience behavior and channel strengths, including:
Shifted to a Reels-forward approach to align with algorithmic priorities and drive visibility through short-form video.Evolved into a storytelling hub focused on sustainability, food system leadership, and behind-the-scenes co-op initiatives.Relaunched to engage younger, values-driven audiences through approachable, trend-aligned content.Results The strategic overhaul delivered measurable impact across platforms:
PCC saw a 40% year-over-year increase in impressions, 49% boost in engagements, 14.1% increase in followers—solidifying its position as a leading voice among organic grocers.Achieved a 51.6% net audience growth and a 41.65% engagement rate per impression, with a 10.9% increase in total followers driven by content that captured the co-op’s values and seasonal stories. Reignited the platform with a 432.6% increase in net audience growth. Post volume doubled, leading to a 36.3% year-over-year increase in impressions and a 28% increase in engagements—proof that PCC’s purpose-driven content resonates with audiences across platforms.
