I developed a five-month social media strategy leading up to the Harry Styles Residency at Madison Square Garden. During the concert series, the posts I created garnered over 2 million views and helped us gain more than 1,000 new followers.
Love on Tour 2023 Social Media Plan
Phase one: Designing the Outfit
A key aspect of Love on Tour is the outfits fans wear, so I documented my entire process—from planning to execution—on TikTok over the course of three months. At the concert, about a hundred people approached me to say they'd seen my TikToks!
Phase two: documenting the leadup
Since I arrived in NYC ahead of the first night of the residency, I was part of the first group to document many of the key processes. I had the chance to see the residency merch early and created a detailed timeline documenting it. I also tweeted updates from the merch stands, including prices. To give fans a closer look at the exclusive items, I made a video showcasing everything I purchased. My final timeline video captured the chaotic process of waiting in line for wristbands—a part of the experience that hadn’t been well documented before.
Phase three: The Concert
Before jumping into my Uber, my sister and I took videos and photos of my outfit with the iconic NYC backdrop. In an unforgettable moment, Harry Styles actually caught a gift I had made for him, so I made sure to capture that on video as well. Throughout the concerts, I also filmed key moments, ensuring I had content to share both in the moment and in the future—sometimes set to different music for variety.
Phase Four: after
Even after the concert, I continued creating content focused on the residency. While much of it featured videos I captured during the show, I also shared content that highlighted the residency as a whole or specific standout moments.