Tukker FM.
- Content impact scan
- Content strategy
- Digital reputation
- Dashboarding
Tukker FM.
The challenge for TukkerFM
TukkerFM is known for its pirate hits, dialect music and Twente sobriety. But although these music styles originated in older generations, we saw a striking trend: young people also began to appreciate this music. Yet TukkerFM barely managed to reach this young audience.
The challenge? To make the station attractive and visible to a new generation of listeners. And that generation lives online. Without a strong digital strategy, TukkerFM was lagging behind, mainly because the focus within the joint marketing team had until then been on sister station RADIONL.
Its own approach, fitting the younger target group, was badly needed to put TukkerFM on the map in the digital world as well.
Our approach
To make TukkerFM relevant to a younger audience, we developed a digital strategy focused on visibility, recognition and engagement. We focused on platforms where young people are active: TikTok, Instagram and Facebook.
Formats & content that appeals
We brought the energy of TukkerFM to life with content that really appeals to young people. For example, we shared live footage of the sold-out Donders Dikke Tent Party, a recurring party with tens of thousands of visitors across the country. This content brings the atmosphere of TukkerFM directly to the screen.
In addition, we developed formats such as:
- Interviews with artists
- 'Recognize the Artist'
- 'Cover rebuilt, you spot the error'
- 'Guess the Record'
These sections invite followers to participate, comment or even have a chance to win prizes such as Tukkermerch.
An individual style for young people
We ensure that style, tone-of-voice and topics connect with young people. The content is fast, visually appealing and connects with the target audience's perception. The focus is fully on the music and artists, without leaning on a specific region or Twente identity so that all Tukker fans can enjoy this beautiful music.
More than sending: activating
Through interactive formats, we encourage active engagement. Followers respond en masse to quiz questions, participate in promotions and share content with friends. This makes TukkerFM not only a station, but also a brand with which young people feel connected - with music that lives on and off the radio.
Results
The revamped approach yielded immediately noticeable results:
Strong growth on social media
TikTok and Instagram showed a significant increase in followers. Thousands of new young fans got in touch with TukkerFM through their daily feed, significantly increasing the station's visibility.
Increased engagement and interaction
Young people responded enthusiastically to formats such as "Guess the Plate" and "Hoes rebuilt, spot you the mistake. They tagged friends, sent messages and shared content en masse. This resulted in higher engagement and a lower threshold to listen to TukkerFM live. Young people also flock to the sold-out Donders Dikke Tent Party tent parties that are organized several times a year.
TukkerFM as a contemporary digital brand
TukkerFM has successfully positioned itself as a recognizable, lively music brand for a young audience. With content that matches their experience and humor, the station has grown into a digital player that is more than just radio.
What others can learn from this
The case of TukkerFM shows how a traditional brand can connect with a young audience:
- Be where your target audience is - and tailor your content accordingly
- Dare to innovate without losing your roots
- Build formats with recognition and rhythm
- See social media as a community platform, not just a transmitter
By cleverly combining strategy, content creation and target group-oriented thinking, TukkerFM managed to reinvent itself - successfully.
Do you, like TukkerFM, want to make the move to a younger audience and digital growth? We'd love to think with you about how your brand becomes relevant again online. 🚀
Mission
NXTLI is a marketing agency specializing in combining data, AI and content. We help organizations build valuable relationships with their audiences and increase their digital growth and impact.
With the pillars of AI, Business, Content and Data, we develop smart strategies and solutions, such as scans, growth programs, marketing dashboards and AI colleagues.
Get in touch
Send an email
Ask your question via Whatsapp
Call +31 20 261 2845
Visiting address
A'DAM Tower
Overhoeksplein 1
1031 KS Amsterdam
Postal address
NXTLI B.V.
Box D3700
Keurenplein 41
1069 CD Amsterdam
