Digital channel for hard-to-reach customers

Digital channel

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

Marlene Webley, Senior Marketing Manager

The challenge

Biffa, the nation’s leading waste management business, needed an innovative way to connect with its diverse, UK-wide SME (small and medium enterprises) customer base. We proposed a brand-new digital channel of a stylish magazine that would capture the attention of this notoriously hard-to-reach audience.

The solution

The result was RED, a clearly branded and user-friendly digital magazine, featuring offers, news, tips and essential information, supported by frequent calls to action. 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 RED’s success, and proven the popularity of features such as the case study video and exclusive offers. More than 20,000 pages have been read since its launch, averaging at 4,000 pages read per issue and 8,000 readers engaged.

Sarah Woods

Why we love it

“This is such a fascinating industry, and it’s great to know we’re helping customers understand more about how Biffa can help them and their business. And I’m such a Biffa geek now, I even point out the trucks to my kids!”

Sarah Woods, Project Manager