Urbaser, a leading company in environmental solutions, continues to consolidate its position as a benchmark in efficient resource management. Through an ambitious strategic communication plan, which began with its rebranding in 2023 and with which it has achieved the best results in its history in 2024, the company is managing to position itself as an attractive employer brand and a benchmark in sustainability communication.
A COMMUNICATION STRATEGY BASED ON AUTHENTICITY
Urbaser has understood that waste management and the construction of a responsible brand are key elements, not only for the care and future of the planet, but also for positioning itself as a leader in its sector. Since the launch of its new brand two years ago, the company has worked hand in hand with NITID Corporate Affairs, Brandfor and Prodigioso Volcán to design and execute a very ambitious strategic plan, ensuring that all corporate messages are authentic and based on verifiable facts, avoiding greenwashing, moving away from superficiality and focusing on concrete actions.
The company has placed special emphasis on creating content that is of interest and relevant to its audiences, focusing on the added value that its business activity brings. Thus, with nearly 8,000 press hits, with the help of NITID, in 2024 it achieved an increase of 118.2% in its media presence compared to last year, positioning itself prominently in offline and online spaces as well as audiovisual spaces, always aligned with its corporate strategy.
Furthermore, the sentiment of this news has been positive in 85% of cases, 10 percentage points more than in 2023, a significant milestone in the sector in which Urbaser operates. Likewise, the company has experienced significant growth on social networks, hand in hand with Prodigioso Volcán. In the case of LinkedIn, with 70,016 followers, it has achieved growth of almost 25% compared to 2023, consolidating its position as a leader against its direct competitors in relation to the size of its community. On the other hand, on Instagram, it has grown by 19.5% in 2024.
These figures have been consolidated thanks to a strategy of daily content, diversification of formats, gamification and more human publications, allowing it to achieve high interaction and impression ratios and build community loyalty in a way that other brands in more ‘attractive’ sectors would find difficult.
In this sense, to change the classic stigma surrounding waste collection, management and treatment, the company has opted to bring its work closer to society, highlighting the positive impact of its activity on people’s daily lives through explanatory and educational content with a differential touch. In addition, the sponsorship of cultural and leisure events, such as the Noches del Botánico festival and Madrid’s Christmas 2023-2024, has been a key tool in increasing its visibility in the media and entering completely new territories, always maintaining a common thread with Urbaser’s purpose: to promote responsible leisure.
On the other hand, Urbaser has also worked intensively to take a step forward in its internal communication, devising and carrying out up to 24 different actions that involve and have an impact on the well-being of its employees last year. A notable example of this has been the launch of the Living Our Values campaign, launched to mark the first anniversary of its rebranding and which culminated in an internal gala last October, which showcased the company’s people and flagship projects.
The results speak for themselves: 72% of Urbaser employees consider that the company’s internal and external communication has improved following the launch of the new brand.
In the words of Natalia Llopis, Communications and Brand Manager at Urbaser, ‘the results obtained in Communication in 2024 could not be better and we are very proud. At Urbaser we are going through a period of significant transformation, in which we have opted for a bold and distinctive brand and communication strategy with the aim of bringing out the best in the company, positioning ourselves as leaders in our sector among our stakeholders, arousing the interest of the media and the public and also winning over our employees’, adding that “without a doubt, our objective is to continue moving in this direction and growing the Urbaser brand”.
URBASER: CLEAR OBJECTIVES FOR THE FUTURE
Urbaser is not satisfied with results that have been excellent. The company remains committed to sustainability and the circular economy, and will continue to use Communication as a fundamental tool to maintain its leadership in the sector.
Its objectives, therefore, continue to be to be a benchmark in the dissemination of information on waste management and the circular economy, as well as to continue expanding its visibility in new information spaces, among other issues.
