To celebrate the nationwide iHeartRadio Jingle Ball Tour, iHeartRadio gave fans an intimate look at what life on tour is like. For each of the twelve shows, one of the performing artists was called upon to take over the iHeartRadio Instagram Stories in order to create the first-ever "iHeartRadio Jingle Ball Tour Diaries." When the tour concluded, these diaries reinforced iHeartRadio's brand goal to connect music fans to their favorite artists.
This year iHeartRadio wanted to take their legendary Jingle Ball Tour social media presence to new heights. Through a collaboration with artists' teams and management, iHeartRadio was able to secure twelve unique takeovers. A different performing artist controlled iHeartRadio's Instagram Stories at every tour stop.
The diaries gave fans an exclusive behind the scenes look at both the iconic Jingle Ball Tour and tour life for twelve different musicians. From Kelly Clarkson hanging out with her children backstage in Boston to Camila Cabello shopping for a coloring book in Chicago, these full-day takeovers on the iHeartRadio Instagram Story delivered exciting unfiltered content that could not be found anywhere else.
After twelve cities and twelve different takeovers, the Jingle Ball Tour Diaries generated over 10.5 million views. The campaign received national press recognition from Billboard and MTV, and helped contribute to the 12.5 billion social media impressions amassed during the 2017 iHeartRadio Jingle Ball tour.
