“Wedding professionals need content that is actionable, snackable, or relatable.”
ABOUT THIS PROJECT
The Knot Worldwide
The Business
The largest and most prominent wedding planning website and brand in the U.S.
Serving 45 million couples globally
The Opportunity
Develop social strategies that fuel growth amid changing algorithms and an post-pandemic wedding industry shifts.
Craft compelling content to support Demand Generation goals and campaigns.
Build trust and foster community with wedding professionals.
The Strategy
Audience as Co-Creators
Bring customers into the content as a way to educate, entertain, and engage our social audience.
Starting with our Educator program, I posted content spotlighting our audience at least 4x/month.
Where Data Meets Story
Wrap demand gen insights in creative, engaging storytelling that actually resonates.
This resulted in a 78% increase in Instagram engagements for our annual Real Wedding Study campaign.
Joy as a Growth Strategy
Lead with humor and celebration to build community both online and IRL.
Resulted in three of our top performing posts from 2025.
Where Strategy Meets Execution
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