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Case study: Biffa – RED Magazine

Creating a digital channel fit for a hard-to-reach audience

  • Biffa plc wanted to create a regular communications channel for a diverse audience of around 45,000 SME customers
  • We provided a stylish, eight-page online magazine with unique navigation and punchy, relevant content
  • RED Magazine regularly receives a 21% promotional open rate
THE CHALLENGE

With no previous communication channel, the nation’s leading resource management business needed an innovative way to connect with its diverse, UK-wide SME customers. 44 proposed a publication that would capture the attention of this notoriously hard-to-reach audience.

THE SOLUTION

The result was RED, a striking and user-friendly digital magazine, featuring offers, news, tips and essential information, supported by frequent calls to action. Bespoke case study videos bring each issue to life, and highlight the positive relationships Biffa shares with its customers.

THE RESULTS

Through analytics and customer feedback we’ve tracked the success of RED Magazine’s audience, and proven the popularity of features such as the case study video and exclusive offers. Over 20,000 pages have been read since its launch, averaging out to 4,000 pages read per issue and 8,000 readers engaged.

“RED Magazine has given us a channel in which to start a conversation with our SME customers – something that we just didn’t have before. This gives us a huge opportunity to engage with our customers and offer insight and support.”

Marlene Webley, Biffa Marketing Manager, SME