RADIONL.

The challenge for RADIONL

RADIONL will exist no less than 20 years in 2025 and has been a household name in Dutch-language music for years. Yet the station faced a modern challenge: increasing the number of listeners through digital channels and strengthening their presence on social media.

Although the team was internally responsible for creating content such as studio clips, live performances and social posts, it lacked a clear strategy, social media expertise and reporting structure. Without those foundations, it became difficult to continue to grow and reach younger or new audiences.

The main objective? More listeners. Growing on social media was an important step toward that goal.

Our approach

We developed an overarching content strategy focused on both visibility and engagement. This strategy focused on consistently building a digital community, strengthening RADIONL as a brand and leveraging their existing strength: connecting with listeners.

Strategy & formats

We introduced several new social media formats, responded more actively to current trends and worked on both seasonal and evergreen content. One of the highlights was the documentary we developed in honor of the 20th anniversary - a content format that not only informs but emotionally connects.

Artists & community central

RADIONL is there for its listeners. That's why we chose to give artists - who can be heard daily on the station - a prominent role online as well. We shared excerpts from the broadcasts, reports of events such as the Summer Tour, winter sports in Austria, and the Music Trip to Turkey. Playful actions with artists and the Mega Run also contributed to visibility and involvement.