StubHub · Social + Community + Strategy

For the fans.

Social strategy, content, on-site productions and community management rooted in how fans actually talk, react, celebrate and obsess online.

case study

Red Bandana Girl

A Billie Eilish fan lost her barricade spot after yelling at a fan who grabbed Billie. We immediately rallied behind her, flooding the conversation with support and asking the internet to help us find her. Overnight, she had gained more than 500K followers and even Billie’s brother, FINNEAS, had joined in, posting “Red bandana girl rules.” We found her and sent her back to barricade for night two, turning an internet phenomenon into a real-world fan experience.

4M+impressions

875K+likes on StubHub comments

$276.7Kestimated media value

500K+followers gained by the fan

Earned media

From the comments to the headlines.

The Independent ↗TODAY ↗Rolling Stone ↗Complex ↗

Lollapalooza · on-site social production

Lollapalooza

Four days at Lollapalooza, with one rule: no posting a single performance due to copyright restrictions. I led on-site social production around everything happening beyond the stage, from daily recaps and lo-fi moments to giveaways, artist fan accounts and real-time community management. The coverage also included an influencer partnership with Carter Kench. Across four days, the content gained over 7M views and 500K engagements without showing a single performance.

~7Mviews

500Kengagements

0performances shown

4days

View on TikTok

Ariana Grande · opening night

Ariana Grande’s Eternal Sunshine Opening Night

Seven years between tours meant Ariana Grande’s opening night was an internet event of its own. I led social coverage around the moments fans couldn't stop talking about, from the biggest reveals to the smallest details only Arianators would catch. The result: over 10M views and 1M engagements.

10.3M+views

1M+engagements

4.4Mtop IG Reel

2.3Mtop post of the night