They see themselves as catalysts creating opportunities for fans to speak to their favorite artists on a variety of platforms – not just one or two. Using research through first-party and third-party data, they’ve learned it’s not enough to simply create a hashtag for a campaign to succeed.
They wanted to create an “omni-logue” with fans to generate excitement and engagement for the iHeartRadio Awards and other events – and they wanted to grab the attention of the Millennial audience in particular.
For this they looked to NetBase’s suite of social media analytics tools.
They used these principals along with NetBase analytics to identify influencers in a unique way – giving power back to the fans. Influencers over- indexing for a particular artist would be recruited and then nominate others to create relevant social chatter.
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