Strengthening the connection with a new generation

With millions of members, ANWB is a Dutch institution. Whether it concerns roadside assistance, insurance, travel or traffic information, the organisation is constantly at the centre of public attention.

Simply being present on social media is no longer enough to stay relevant to a new generation of members. ANWB wanted to respond more quickly to signals from society, actively participate in online conversations and proactively protect its brand reputation. The challenge was to seamlessly integrate this complex, real-time monitoring and community management operation within the organisation itself, with a team that fully understood ANWB's culture and tone of voice.

RIFF developed an integrated partnership and set up a dedicated Engagement Hub, physically located at ANWB's headquarters in The Hague. From this command centre, our specialists work side by side with the organisation:

• In-house Engagement Hub: A dedicated team of RIFF experts operating on-site at ANWB seven days a week, keeping communication lines with the internal organisation as short as possible.

• Real-time media monitoring & social listening: Continuous monitoring of all public online channels. Potential reputation risks, trends and sentiment are identified and analysed in real time.

• Proactive reputation management: The team doesn't just respond to direct questions, but proactively joins relevant online conversations. Insights and feedback from the market are fed directly back to management and product teams to continuously improve the organisation's services.

The in-house Engagement Hub has helped ANWB evolve from a reactive service organisation into a proactive brand and reputation builder. With RIFF physically present at ANWB's headquarters, the organisation can respond immediately to major events affecting society, such as extreme weather, heavy traffic or political discussions around mobility, and coordinate directly with communications and crisis management teams.

The results demonstrate the strength of this close collaboration. Thousands of signals are monitored every month and translated into valuable interactions and opportunities for internal improvement. ANWB has gained greater control over its online reputation while building a strong, contemporary relationship with its members and wider community every day.