PCC COMMUNITY MARKETS
Problem
PCC, the nation’s largest community-owned food co-op, is primarily an in-store business, with limited digital commerce and little visibility into what drives foot traffic across its 16 Pacific Northwest locations. That made it challenging to connect marketing efforts to in-store visits and confidently invest in media.
At the same time, PCC wanted a more modern social presence that reflected its values of sustainability, transparency, and community, while reaching new, like-minded audiences. Without a unified paid and organic approach, opportunities to drive both store visits and long-term brand growth were being missed.
Solution
Hydrogen built an integrated approach that combined measurable, location-based media with a values-led social strategy. To drive in-store traffic and show clear ROI, Hydrogen launched a location-based program using real-world purchasing behavior and predictive analytics to reach new and lapsed shoppers near priority PCC locations.
In parallel, Hydrogen partnered with PCC to evolve its social channels with a clear, platform-specific approach: Instagram moved to a Reels-first strategy, LinkedIn became a space for sustainability and co-op storytelling, and TikTok was reintroduced to connect with younger, values-aligned audiences. Together, this approach balanced short-term, trackable results with long-term brand growth.
Result
Across three retail seasons in 2025, Hydrogen drove incremental traffic to five priority PCC locations at a $3.38 cost per visit. Sixty-six percent of visits came from new or lapsed shoppers, showing clear growth beyond PCC’s existing customer base.
PCC’s refreshed social strategy also delivered strong gains across platforms. LinkedIn saw year-over-year growth in impressions, engagement, and followers. Instagram delivered significant audience growth and high engagement driven by seasonal, values-forward content. TikTok saw rapid audience growth and increased engagement following its relaunch.
Beyond performance metrics, PCC’s social presence has grown into a trusted, values-driven extension of the co-op, helping strengthen member connections and attract new audiences.
Relevance to Thumbtack:
Translating brand relevance and community to a neighborhood store level.