Social
dominance.
Using community to reach new heights.
Impact.
In just five months, we transformed Arrow Taxi Group’s social presence in Worthing, delivering a 1,600% increase in organic reach, 420x more content interactions, and 50% higher engagement rates – proving that local community connection beats generic content every time.
The challenge.
Arrow Taxi Group had established itself as a family-run local taxi firm in Worthing, a coastal town with just over 100,000 residents. Despite their strong local reputation, they faced three core challenges: increasing bookings, reaching new audiences, and making automation more consistent.
Their social presence lacked consistency and community relevance. While they had social channels, they weren’t leveraging Worthing’s close-knit character or building meaningful connections with local residents. The potential to become the dominant fleet in local social conversations remained untapped.
Our approach.
We recognised that success wouldn’t come from generic taxi content. Arrow needed to position itself as an authentic part of Worthing’s community fabric.
Our strategy centred on three key elements:
Hyper-Local Content Focus
We developed content that celebrated Worthing’s identity – local landmarks, the up-and-coming football team, and community businesses. By creating content that residents could recognise and relate to, we transformed Arrow from a service provider to a community champion.
The breakthrough came with our #GetPatHerPrize campaign – when a competition winner didn’t respond, we mobilised the entire community to help find her. This organic campaign reached 10% of Worthing’s entire population and showed Arrow’s genuine investment in local connections.
Visual Brand Consistency
We created a distinctive visual presence that integrated Worthing’s map into the brand design. This allowed us to weave sales messages into community content without appearing promotional.
Our photographers captured real Arrow drivers at recognisable local spots, creating authentic content that reinforced the company’s deep local roots.
Channel Optimisation
We identified Instagram as an underutilised platform that could reach younger demographics. By adapting our community-focused approach for this platform, we accessed entirely new audience segments while maintaining Arrow’s authentic local voice.
Daily engagement with customer comments built relationships and streamlined support, turning casual users into advocates.
#getpatherprize was born.
The results.
Community engagement.
Our community-first approach delivered a 1,600% increase in organic reach. Content interactions increased 420x as residents engaged with content that reflected their town and experiences.
Channel growth.
Instagram transformed from a neglected channel to a growth engine, reaching over 20,000 users and increasing content interactions by 292,000%. This opened Arrow to younger demographics previously untapped.
Business impact.
The improved social presence directly affected business outcomes. App downloads grew more consistent month-to-month, reducing phone call reliance and streamlining customer journeys – particularly valuable for older demographics.
Most importantly, Arrow is now firmly positioned as Worthing’s dominant taxi fleet on social media, with a recognisable brand and authentic community presence that competitors can’t easily replicate.
This case demonstrates that in smaller markets, deep community connection creates more value than broad reach – building both brand strength and business results that last.
