Success story: RTBF
Communication in times of crisis
RTBF represents 4 television channels, 9 radio stations, but also online presences via webseries, auvio, applications, etc. and a strong presence on all social networks. The challenge for a channel such as RTBF is to support its presence and bring its content to life in a world that is digitizing and constantly changing. To help RTBF teams achieve this, Actito actively participates in their marketing development projects. For our event Actito Day Live, Pierre Dubois, CRM Manager, tells the story of the fruitful collaboration between Actito and RTBF. It is the skills and proactivity of the team, coupled with the strengths of the Actito platform, that convinced RTBF to embark on the adventure 15 years ago.
The international lockdown, for RTBF, had a huge impact on its communication strategies: questioning, reflection on best practices and user needs and expectations, etc. forged the 4-axis strategy established by RTBF to recover from this particular situation. The first axis, the information axis, was of essential importance in order to make it easier for the public to know where to go to find the information they needed. Then, the confinement situation had an impact on e-learning and youth-oriented entertainment, a branch of the audience that demands the media even more than in normal times. What RTBF also learned from this period is the importance of offering pleasure to its audience, of allowing them to have fun despite the difficult context, the uncertain and vague times. Finally, the imperative of unity, of solidarity, of creating a virtual social link gave RTBF the idea of reviving strong moments, particularly related to the sports sector. The period, despite its uncertain health character, offered a lot of opportunity and allowed RTBF to show creativity and cleverness to offer relevant content to its diverse audiences.
And then what? Projects in collaboration with D-AIM and RTBF are underway and aim to be able to have better coverage of their database and content while limiting the pressure on readers. Content strategy, communication, use of Actito data and effectiveness of Actito's partnership with Qualifio, Pierre Dubois approaches with great enthusiasm the whole adventure of RTBF and its marketing activation. Discover the video in French to find out more or contact us to get more info.