Smile 90.4FM
Smile 90.4FM, a Cape Town-based radio station, became a beacon of trust and reliability during the global COVID-19 pandemic. With a mission to “amplify the good news,” they rose to the challenge of providing their community with accurate information in a sea of misinformation.
Date:
05.2020
Client:
Smile 90.4FM
Use Case:
Radio
Features:
Mobile App, Channels
01. Challenge
Amid the COVID-19 pandemic’s surge in misinformation, Smile 90.4FM faced the daunting task of providing their community with reliable news and hope.
- The COVID-19 pandemic created an overwhelming influx of fake news and fear on social media.
- Communities needed a credible and reliable source of information to navigate the crisis.
02. Solution
Smile 90.4FM leveraged PAL suite of software applications, including their mobile app, to offer a multi-channel approach:
- They used their mobile app to establish direct communication with listeners.
- A dedicated COVID-19 channel provided timely and factual updates.
- PAL's platform allowed easy dissemination of breaking news.
- Live broadcasts and daily podcasts addressed pandemic-related issues.
- Promotions encouraged listeners to subscribe to the COVID-19 channel.
- Advertising billboards within the app promoted safety measures.
Empowered by the PAL suite, Smile 90.4FM successfully united its community through trusted information, real-time updates, and heartfelt engagement.
03. Results
The impact of Smile 90.4FM’s unwavering commitment to their community was profound and tangible.
- App engagement increased significantly.
- App usage nearly quadrupled compared to the previous year.
- Daily app audience growth demonstrated a sustained appetite for real-time news.
- Live streaming plays via the app also experienced a notable increase.
- Smile 90.4FM's early investment in multi-channel engagement helped counter misinformation during the pandemic, fostering community unity.
This case study highlights how Smile 90.4FM successfully provided accurate information and maintained audience engagement during a challenging period of uncertainty.
