A technical sector, a rock-solid story. Find out how Rebel Agency portrays a sustainable waste partner in a recognisable, up-to-date and attractive way. Curious about our approach? Discover it here!
Waste Alternative is a Belgian SME dedicated since 2012 to sustainable waste collection. Their approach is clear: every customer deserves a personal service, tailored to the type of waste, volume and frequency of collection.
With flexibility, customer focus and solution thinking as core values, they want to be the reference for waste management throughout Belgium.
Although their services excel in professionalism, until recently this was not reflected in their digital look. Online visibility was limited, the brand story did not emerge consistently, and social media was used ad hoc. Waste Alternative came to us with a clear desire: their reputation as a reliable, sustainable partner too online fulfilment. Not with individual posts or campaigns, but with a long-term approach which would take their entire digital communication to the next level.
We started with the understanding their brand story. What makes them unique in an industry that often communicates technical and functional? How do we make waste management visual, engaging and even attractive? Working closely with the team, we developed a strategy from which not only the services, but also the people, vision and flexibility of Waste Alternative are central.
We dipped into their daily operations, went on the road with drivers, got to know their systems and built content tailored to their reality. This led to a complete approach in which branding, social media, community building, content creation, performance marketing and employer branding come together in one clear line.
The first step was to refine their brand identity. We ensured that their values - reliability, sustainability, customer focus - were translated into a recognisable visual and textual style. This branding was carried through to all their communication channels.
Then we brought their full digital ecosystem map. We optimised and connected their platforms, linked them to their website, and set up a central management system for their Google profile, Meta Business Suite and advertising accounts. This structure ensures clear governance, scalability and security.
To reinforce their story, we developed visual content that daily operation shows as well as portraying the brand in a positive way. We went into the field with drivers, photographed on location, and made short videos of pick-ups, customer moments and employees in action.
These authentic images form the basis of their communications: from social media to flyers and internal communications. Each image exudes the same professional yet accessible style. This makes the brand recognisable and credible - both for customers and future employees.
“A wolf is smart, sharp and loyal. It senses its surroundings perfectly and strikes at the right moment. At Rebel agency, we work the same way. When you belong to the wolf pack, you get a partner who is always by your side. Because once in the pack, always in the pack.”
We took over the management of all their social media channels: Facebook, Instagram, LinkedIn and Google My Business. On each platform, we gave the brand its own face, adapted to the audience. The focus is on recognisability, structure, interaction and storytelling. The tone of voice is informal but professional - just like the people of Waste Alternative.
Through organic posts, visuals, stories and reels, we are actively building a digital waste community. We share industry insight, stories from on the job, tips, customer stories and behind-the-scenes images that show what the company really stands for.
Google My Business also received an upgrade. We optimised all the data, published regular updates, and followed reviews active on. Since our approach, every review is answered within 48 hours. This exudes confidence and makes customers feel heard.
In addition, we manage a range of newsletters, through which we keep both existing customers and interested parties informed about developments, tips, vacancies and new services.
The increase in engagement and reach is the direct result of this constant, relevant presence.
The search for good drivers is one of the biggest challenges within the industry. That is why we are betting heavily on employer branding. With targeted campaigns, job-focused visuals and customised copy, we generate more than 80 leads weekly for new employees. These campaigns are not standard advertisements, but built around the company's identity and work culture, ensuring higher engagement. We continue to optimise according to the needs on the shop floor to attract the right profiles.
In commercial communications, we are also firmly committed to performance marketing. Via Meta and Google Ads we create campaigns that appeal to both potential customers and existing contacts. We boost targeted posts, set up temporary promotions and build awareness campaigns that convert at the same time. Each campaign is underpinned by clear objectives, such as increasing website visits, prompting quote requests or document downloads.
What makes this approach strong is that we not just measuring on clicks or reach, but also on conversion. We analyse which ads not only generate a lot of traffic but also effectively lead to new customers. This creates a performance-based marketing approach in which every euro pays off and contributes to growth.
“Glad we can take digital steps together!”
Jo Smolders, founder Waste Alternative
