From user knowledge to loyalty

Since 2015, the Radio-télévision belge de la Fédération Wallonie-Bruxelles (RTBF, Belgian Radio-television of the Wallonia-Brussels Federation) has been using Qualifio mainly to run contests on the websites of their various TV, radio, news and thematic channels. In total, more than 200 users contribute each year to creating thousands of campaigns allowing RTBF not only to engage their audiences and keep them active, but also to collect first- and zero-party data that is essential for improving their knowledge of this audience.


In 2022, RTBF started using Qualifio’s Loyalty module to create interaction-based loyalty programs. The objective was not only to boost the creation of profiles via contests but also to encourage identified users to return to RTBF’s site thanks, amongst other things, to the games and user knowledge. As Renaud Falys and Frédéric Carton, responsible for CRM projects at RTBF, explain, “we have been launching contests at RTBF for a very long time, but thinking about gamification and loyalty is quite recent”.

Qualifio has been with us for so long that it has become a reflex to use it internally. With Qualifio, we combine the fun aspect, by attracting users to our sites with contests, and the practical aspect, by asking them to leave us their information.

Frédéric Carton CRM project manager @ RTBF

What steps did RTBF go through to implement an effective engagement strategy? That’s what we’ll talk about in this success story. Enjoy the read! ⬇️