THE KNOT / CONNECTING WITH PURPOSE
THE KNOT / CONNECTING WITH PURPOSE
The Knot's YouTube Franchise
The Knot's Youtube Franchise
Turning The Knot Yet into The Knot.
Turning The Knot Yet into The Knot
CHALLENGE
How do you become relevant to people who don't think of your services… yet?
How do you become relevant to people who don't think of your services… yet?
The Knot, the most popular wedding-planning platform, wanted to connect with pre-engaged people, who, historically, were not part of their target audience.
The Knot, the most popular wedding-planning platform, wanted to connect with pre-engaged people, who, historically, were not part of their target audience.
STRATEGY
We decided to tap the world’s second-largest search engine, YouTube, and use search data to create entertaining content for people no matter their relationship status.
RESULT
In collaboration with a group of influencers, we co-created three video franchises that shared powerful love stories or provided fun tips on how they put twists on their favorite pastime. Our data-driven approach, proprietary production model, and optimization framework have made these series some of the most popular videos in The Knot’s content library.
