LGBTQIA+
Marketing strategy
Status quo
- The KnotWorldwide acquired GayWeddings in 2015
- GayWeddings didn’t have a consumer brand and focused on B2B education for wedding professionals
Whitney's role : Marketing manager
- Brand strategy
- Content strategy
- Social media strategy
- Consumer campaign activation
- B2B vendor acquisition strategy
results
- 300% in social media followers
- 100% in social media engagement rate
- 40% in website referral traffic
- 30% in B2B customers
Strategy Goals
- Create a consumer-facing brand (B2C) for engaged, same-sex couples
- Increase number of wedding professionals (B2B) opted in to LGBTQIA+ vendor marketplace
- Integrate LGBTQIA+-friendly B2B and B2C content and practices into The Knot Worldwide’s business
consumer brand
Content + Social Media
- Shifted focus to Instagram and Pinterest
- Made content partnerships, held contests, a/b tests to gain followers
- 40% referral traffic growth
- Grew from 11K total followers to 50K in 1 year
- 300% YOY follower growth
- 200% YOY engagement rate growth
Event Activations
- Meet the Newlyweds: Scalable, low-cost events in key cities
- Sponsoring Pride celebrations in key cities
#WEDOLOVE
Campaign
- One-year anniversary of National Marriage Equality
- Launched re-branded logo
- Exclusive media relations dinner in NYC
- First LGBTQ Wedding Research Report
- National Pride Month activations in target cities
- Video submission contest
B2B Brand: Educate Wedding pros
Digital Content
Designed webinars, researched and wrote blog posts and social media posts to engage and educate wedding professionals around how to market to same-sex couples and be inclusive of all couples
In-Person Education
Hosted panels and educational presentations for upgraded customers to learn how to attract more same-sex couple clients
Sales Team Education
Engaged Sales and Customer Success teams with interactive panels, workshops and internal communications to equip them with tools to onboard more vendors for same-sex couples