Case Study: iHeartMedia achieves massive fan-driven engagement with NetBase Quid

Social Listening Lets iHeartRadio Find Passionate Influencers to Amplify Their Signal

iHeartMedia needed to engage Millennials authentically across multiple social platforms—creating an “omni-logue” for events like the iHeartRadio Awards rather than relying on single hashtags. Their challenge was to keep messaging relevant and organic by understanding and empowering the right fans and voices using first- and third-party data.

Using the NetBase social analytics platform, iHeartMedia identified over-indexing fan influencers and empowered them to recruit others, guided by five principles (multi-platform artist relationships, fan-driven conversations, platform-specific content, medium-tailored strategies, and authentic two-way interaction). The campaign produced several passionate fan armies that drove voting and wide social engagement for iHeartRadio and the artists—delivering large-scale, unpaid influencer amplification and significant audience lift.

iHeartMedia

Hetal Patel

Vice President, Consumer & Corporate Insights