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Case study: Biffa

Engaging hard-to-reach audiences through two new online publications

  • Raising awareness, empowering colleagues and driving sales in the resource management sector.
  • Insightful content, delivering a quality content experience.
  • Achieving an audience cut-through above the industry average.
THE CHALLENGE

What’s the best way to inspire customers and employees through digital communication?

For resource management business Biffa, it proved to be 44’s end-to-end digital strategy that encompassed project management, digital development, content creation, filming and measurement.

Biffa has a diverse customer base, including hard-to-reach SMEs and bigger corporate clients already inundated with supplier communication.

To connect better with both audiences, 44 created two digital communication channels.

THE SOLUTION

Aimed at SMEs, RED is a digital magazine packed with useful features, offers, insights and practical advice. Designed responsively so that the content adapts to different devices, it’s an engaging, easy-to-read and easy-to-use publication that’s garnered impressive reader stats since launch.

UPLIFT is a digital channel equipping Biffa’s account managers with knowledge and insight, and targeted at its corporate client base. With industry expertise, thought-leadership content and customer case study videos, it’s a showcase of the relationships built, and services offered, by the company.

THE RESULTS

More than 20,000 pages of RED have been read since its launch, averaging at 4,000 pages read per issue and 8,000 readers engaged. For the promotional email campaign, there’s a 20.9% customer open rate against an industry norm of 14%. In the last 10 issues, UPLIFT has achieved an average reading time of nearly three minutes, way more than the industry standard.

UPLIFT is a unique solution to the problem of communicating with our account managers and corporate customers in a way that is credible and useful for both audiences. The feedback I have is that there’s always something in the issue that they feel is relevant for their next customer conversation, which is exactly what it should deliver.”

Biffa I&C Marketing Manager
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