The Knot inspires engagement

The Knot, the web's most popular wedding-planning platform, wanted to connect with people pre-engagement, who historically, were not part of their target audience. Magnet created a successful YouTube series.

The Knot, the most popular wedding-planning platform, wanted to connect with people pre-engagement, who, historically, were not part of their target audience.

Magnet 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.

Challenge

The Knot is more than an all-in-one wedding planner. They inspire, inform, and celebrate their community as they move through all of life’s biggest milestones. The Knot wanted to connect with pre-engaged individuals and build their digital presence with personable and influential content.

Solution

We identified that The Knot was underutilizing YouTube as an avenue for growth. We performed a social audit and conducted an in-depth training session on the platform's best practices with their team to help them understand why YouTube is an important tool for brand awareness.

To build The Knot’s YouTube presence, we ideated and produced two original video series that featured longform storytelling and social influencers that our team had scouted and secured. With our powerful narratives and credible influencers, our videos drove organic growth for The Knot’s YouTube channel and produced their second most-viewed video of all time.

Outcomes & Deliverables

  • Established their brand on YouTube and engaged their target audience 
  • Two video series, six episodes, and four more original series for sister company The Bump

Storytellers
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