The Pentagon Food Group

Enhancing Brand Presence

Pentagon-Food-Group-scaled

Brand

The Pentagon Food Group

Post Growth

27.13%

Reach Growth

189.22%

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Project Overview

Pentagon Food Group (PFG) is a major player in the food and beverage distribution industry. To increase brand awareness, foster engagement, and drive business growth, PFG embarked on an ambitious social media strategy starting in 2020.

  • This case study focuses on the company’s remarkable performance from 2021 to 2023, highlighting the steps it took to significantly increase its social media reach and engagement.

Challenge

Before 2021, PFG’s social media presence was relatively modest:

  • Low Engagement: Despite being active on platforms like Facebook, Instagram, and LinkedIn, PFG saw little engagement, with minimal reach and low posting activity.
  • Lack of Consistency: Prior to 2020, there was no clear or consistent strategy to drive engagement or increase posting frequency, resulting in limited brand visibility.
  • Competition: The food and beverage distribution sector is highly competitive, with major players dominating social media, leaving PFG with the challenge of standing out.

Results

2021 Performance:

  • Posts: 468 total.
  • Reach: 14,846.

2021 marked a turning point, where the number of posts surged compared to previous years. This increase in content translated into better engagement, with the reach growing significantly. April saw the highest reach of 3,392, driven by a focused campaign, while October experienced the highest volume of posts, with 100 posts leading to 3,241 reach.

2022 Performance:

  • Posts: 246 total.
  • Reach: 16,904.

Despite a 47.44% drop in the number of posts compared to 2021, PFG managed to grow its reach by 13.84%. This shows that PFG focused on creating more impactful, high-quality content that engaged the audience more effectively. The most successful month was March 2022, with 47 posts leading to a reach of 4,788, signaling that content resonated well with the audience.

2023 Performance:

  • Posts: 595 total.
  • Reach: 42,947.

2023 was a breakthrough year for PFG. Posting frequency increased by 141.87% compared to 2022, and the total reach more than doubled, growing by 154.06%. Notable months like October (94 posts, 5,375 reach) and December (82 posts, 4,871 reach) were driven by strategic campaigns, indicating well-timed promotional pushes, especially towards the end of the year.