Client: Biffa

Landing page 1 of Google and national backlinks to aid Biffa’s sustainability mission

Page 1

of google for ‘recycling symbols explained’

700+

views on on-site assets (and counting)

7

Unique Referring Domains

22

pieces of coverage

1.75 million

coverage views

40

backlinks

Containers with different types of recyclable objects. Glass bottles, cardboard, plastic and cans.

Leveraging the brand’s experts & data

Search insights revealed mass confusion over what the recycling symbols on packaging *actually* mean — we’re talking the triangle with the number in it — and that there was low awareness that not all plastics are recyclable. What’s the result? We’re all popping rubbish in the wrong bins, leading to contamination. You won’t catch us putting a greasy pizza box in with recycling again...

We interviewed Biffa’s gurus in plastics and packaging to build out and optimise two guides, while our Creative team sorted shit-hot visuals.

Psst, brands — never underestimate the power of your own data. Biffa had years’ worth of waste insights at its *ahem* disposal, so a sustainability whizz tracked back to 2017 to find that nearly a fifth of the UK’s recycling can’t be recycled and, bam, we had our news hook. Plus, education was only a click away on Biffa’s website, supporting our ‘findability’ goal.  

National & niche media appeal

We pitched around Recycling Week and, before we knew it, The Telegraph requested an interview. Mail Online linked across to both guides. We landed backlinks on SME sector-specific URDs, from waste and sustainability site Circular to manufacturer-focussed title Packaging News, all with relevant decision-making audiences.

7 types of plastics. 1. Polyethylene Tereohthalate (PET) 2. High density polyethylene (HDPE) 3. Polyvinyl Chloride (PVC) 4. Low Density Polyethylene (LDPE) 5. Polypropylene (PP) 6. Polystyrene 7. Other.

Page one of Google with category leaders

Our guides have since attracted 713 users. Our symbol-centric asset propelled Biffa to page 1 (position 7) for ‘recycling symbols explained’ (in good company with eco heavyweights Recycle Now and WRAP) which has been viewed 247 times. ‘Seven types of plastic’ has seen 466 hits! It’s all thanks to our optimisation efforts and 40 backlinks from media.

If you’re interested in working with us on your own Digital PR

Get in touch

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