From invisible to influential: how B2B social media transformed Weedon Group's digital presence and established them as a thought leader in the UK corrugated packaging industry.
The Weedon Group is an independent, family-run group of businesses founded in 1987 – and today the UK's largest integrated corrugated manufacturer. Operating across three business units (Weedon PSC, Weedon CP, and i2i Europe Creative Solutions), they design and manufacture corrugated packaging, Point of Sale displays, and pre-filled merchandising units for major retailers including Asda, Tesco, Morrisons, and Sainsbury's. Despite decades of industry expertise and an impressive client roster, Weedon Group's digital presence didn't reflect the scale, quality, or authority of their operations. Their social media channels were either dormant or inconsistently managed — leaving a significant gap between their offline reputation and their online visibility.
Weedon Group had built a formidable reputation in the corrugated packaging and POS display market over more than 30 years. But their digital presence — particularly on social media — was failing to communicate that expertise, leaving them invisible to procurement managers, brand owners, and retail buyers increasingly researching suppliers online.
Without an active, structured social media presence, Weedon Group were missing the opportunity to reach B2B decision-makers at the top of the funnel — where brand awareness, thought leadership, and credibility are formed before a supplier is ever approached.
Social media accounts existed but lacked regular, strategic content — limiting brand awareness and engagement with key B2B audiences.
Weedon held deep expertise in corrugated packaging, POS displays, and sustainability – but this knowledge wasn't being communicated to their target markets.
Competitors were beginning to use LinkedIn and social platforms to position themselves as industry authorities. Weedon's silence was ceding that ground.
Buyers and brand managers researching corrugated packaging suppliers online found little to validate Weedon's scale and capability through social channels.
Without consistent posting and analytics, there was no reliable data to understand audience behaviour, content performance, or channel effectiveness.
We assessed Weedon's existing social channels, identified their most valuable audiences (procurement managers, brand owners, and retail buyers), and determined the right platform mix — with LinkedIn as the primary B2B channel.
We built a content framework around Weedon's genuine strengths: manufacturing capability, sustainability credentials, speed to market, and category expertise — ensuring every post served a commercial purpose.
By structuring Weedon's existing knowledge base into daily, platform-specific content, we positioned them as the go-to voice in the UK corrugated and POS display market — not just another supplier.
Rather than simply creating posts, we developed a structured B2B social media strategy built around the Weedon Group's existing industry knowledge, their key audiences, and the platforms where packaging and retail procurement decision-makers are most active.
The solution covered every layer of Weedon Group's social presence — from account configuration and brand consistency through to strategic content creation, scheduling, and ongoing posting across LinkedIn, Facebook, and Twitter.
Business social account setup
Properly configured and branded business profiles across LinkedIn, Facebook, and Twitter — establishing a professional, consistent digital identity aligned with Weedon Group's market position.
Content creation & daily posting
Weedon's industry knowledge was transformed into authoritative posts positioning them as leading voices in corrugated packaging, POS displays, and sustainable manufacturing.
Thought leadership content
Properly configured and branded business profiles across LinkedIn, Facebook, and Twitter — establishing a professional, consistent digital identity aligned with Weedon Group's market position.
Platform-specific strategy
Each platform received tailored content — LinkedIn for B2B decision-maker engagement, Facebook for brand awareness, and Twitter for industry conversation and news.
Audience engagement & community building
Active engagement with followers, industry groups, and key accounts helped grow an engaged B2B audience and increase brand visibility across procurement and retail buying communities.
Consistent, strategic posting significantly increased Weedon Group's organic reach — putting their brand in front of procurement managers, brand owners, and retail buyers across LinkedIn and beyond.
By translating Weedon's deep sector knowledge into regular content, they became recognised as an authoritative voice in the UK corrugated packaging and POS display market.
Structured daily posting and strategic engagement grew a relevant, commercially valuable audience on LinkedIn, Facebook, and Twitter — an asset that previously didn't exist.
Active social channels began driving referral traffic to Weedongroup.com — expanding the digital footprint beyond direct search and trade networks.
The social media programme fundamentally changed how the Weedon Group communicated with their B2B market — transforming a silent digital presence into a channel that actively supports brand authority, audience engagement, and commercial development.
Weedon Group's name became consistently visible to the procurement managers, retail buyers, and brand owners who matter most — building familiarity before a sales conversation even begins.
Regular, knowledge-led content positioned Weedon as one of the most credible voices in UK corrugated packaging and point-of-sale manufacturing — supporting stronger commercial conversations.
From dormant accounts to consistently engaged channels, Weedon Group now has a growing social audience aligned with their commercial target markets.
The structured social foundation created a scalable asset for Weedon Group — one that supports future campaigns, product launches, sustainability communications, and lead generation activity.
By developing and executing a structured B2B social media strategy, we transformed Weedon Group's online presence from an underused channel into a genuine business development tool. The combination of consistent daily content, thought leadership positioning, and platform-specific strategy gave the UK's largest independent corrugated manufacturer a digital voice that finally matched their offline reputation. For a business with the scale, expertise, and client base that Weedon Group possesses, social media isn't just a communications channel — it's a commercial opportunity. This project demonstrated what's possible when industry knowledge meets strategic content execution.
