I created a five-month social media strategy leading up to Harry Styles’ residency at Madison Square Garden. During the concert series, the content I produced generated over 2 million views and drove an increase of more than 1,000 new followers.
Love on Tour 2023 Social Media Plan
Phase one: Designing the Outfit
A standout element of Love on Tour is the fan fashion, so I documented my entire outfit planning and creation process on TikTok over three months. The series gained significant traction—at the concert, nearly a hundred people recognized me and mentioned they had seen my videos.
Phase two: documenting the lead-up
Arriving in NYC ahead of the first night of the residency, I was among the first to document key moments of the experience. I gained early access to the residency merchandise, creating a detailed timeline and tweeting real-time updates—including pricing—from the merch stands. To give fans a closer look, I produced a video showcasing everything I purchased. My final timeline video captured the often-overlooked chaos of the wristband line, offering a behind-the-scenes look at a part of the experience that had rarely been documented.
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.