Finalist for Social Media Initiative for Good and B2B Social Media Campaign: Biffa
Biffa had two campaigns as worthy finalists. The What iff campaign was one of the finalists in the B2B Social Media Campaign of the Year category, and Change Makers was the overall winner of the Social Media Initiative for Good award at the Social Media Marketing Awards 2025.
What was the strategy behind these campaigns, what challenges were the campaigns addressing, what’s next? We spoke to the Biffa team behind the Change Makers and What iff campaigns to learn more:
We set out to challenge the outdated perception that waste is just “bins and trucks.” Through two connected campaigns – What iff and Change Makers – we reframed waste as opportunity and positioned Biffa as a leader in sustainability and circular innovation.
What iff asked a provocative question: “What iff waste wasn’t wasted?” The campaign spotlighted every part of our business through bold, social-first storytelling – from recycling and reuse to innovation and logistics – while also humanising the brand by celebrating the people who make it all happen. From drivers and plant operators to sustainability experts, it shone a light on the dedication, expertise, and pride of Biffa’s workforce, showing that behind every red truck is a team driving the circular economy forward.
Running alongside, Change Makers was a nationwide initiative powered by social media to discover and invest in entrepreneurs, start-ups, and voluntary groups tackling waste. The public nominated and voted for the winners, who received a £10,000 investment and tailored business support from Biffa. A year on, we’re showcasing how those winners have grown, extending the life and impact of the campaign.
The Challenge
The challenge was perception. For many, Biffa meant “bins” or “red trucks.” Yet the business plays a central role in enabling the UK’s circular economy. We needed to reposition Biffa as an innovator and sustainability partner, while also showing the human side of the brand – the people who work tirelessly to create social and environmental value.
We wanted to ask questions that would encourage people to think differently about waste, while opening up possibilities for what inspiring things could still be done.
The Strategy
Our strategy combined provocation, participation, and pride.
Provocation came through the creative platform What iff, designed to spark curiosity and debate.
Participation was at the heart of Change Makers, inviting the public to nominate and vote for innovators working to reduce waste.
Pride was embedded throughout, empowering employees and advocates to share the campaigns and feel part of a national movement.
Together, these strands ensured the campaigns resonated across B2B, B2C, and policy audiences alike.
Channels and Execution
LinkedIn was our lead social channel for building thought leadership and B2B authority, while Meta delivered scale through targeted paid campaigns.
Employee advocacy was equally critical – more than 200 colleagues shared content to extend reach organically and authentically. This combination not only drove results but also helped humanise the brand, showing the people behind Biffa and giving them a voice in the conversation.
The Results
The results were significant.
What iff generated 13.5 million impressions, 46,000 video views, and click-through rates five times above benchmark.
Change Makers achieved 7.2 million impressions, 39,000 clicks, and thousands of public votes, with £10,000 invested in grassroots innovators.
The brand tracker showed lasting impact: +8% uplift in sustainability association, sentiment improving from 50% to 72%, and record levels of social value connection – 92% of customers and 78% of prospects now associate Biffa with positive social impact.
Both campaigns also gained industry recognition, including Best B2B Campaign at the Independent Agencies Awards 2025 and multiple shortlistings at other social media award events.
What We’re Proud Of
We’re proud that these campaigns proved waste can be creative, human, and inspiring – and that they resonated not only with our audiences but with our own people.
By showing the human side of Biffa, we gave a voice to those who power the circular economy every day. We’re equally proud of how many employees, customers, and communities are working towards sustainability, and how much they care about making a difference. We’ve seen these campaigns resonating with our stakeholders and making an impact in changing perceptions.
What We Learned
We learned that simplicity is powerful. A two-word question – What iff – and a clear public mechanic – Vote for your Change Maker – were enough to galvanise audiences at scale.
We also saw that advocacy, both employee and community, can multiply reach and authenticity far beyond what paid alone can achieve. Most importantly, the campaign showed how social and marketing can work seamlessly with the wider business to deliver real impact.
By bringing together public affairs, sustainability, sales, and frontline operations, we proved that collaboration across teams unlocks stronger storytelling and more meaningful engagement.
What’s Next
We’re building on this momentum by deepening the storytelling. For Change Makers, we’re focusing on “a year on” updates – showcasing how last year’s winners have grown and the real-world impact of Biffa’s investment. This approach keeps the initiative alive without a new competition cycle, while demonstrating long-term commitment to innovation and community impact.
At the same time, What iff is expanding into new themes, continuing to challenge perceptions and spark debate. Above all, our next chapter will keep using bold, social-first storytelling to humanise the brand, elevate the people who power it, and make sustainability both accessible and inspiring.
