B2B Opps: The Knot launches largest campaign to date (Score 75)

Sales Lead: Digital wedding service The Knot (TK) just rebranded with a new brand look, direction, and national multi-channel campaign that's the company's largest-ever marketing launch.

• The rebrand includes a new logo, energized colors, and celebratory illustrations.
• The new campaign was designed to reach more business DMs with its Vendor Marketplace.
• To support the new campaign, TK will utilize national video advertising for the first time ever.
  • The campaign also rolled out across channels including TV, connected TV (CTV), YouTube, online video, audio, and social media.
• The campaign was made in partnership with several agency partners.
  • Twenty-First Century Brand put together the new brand direction strategy; UK-based Koto supported the creation of the new visual identity; Special U.S. produced the campaign; and Known executed media strategy and investment.
• TK is specifically focused on bolstering relevance among Gen-Z and driving growth among businesses.
• The company will likely:
  • Return to higher spend
  • Seek additional new agency partners
• Target demographic: 
  • Business DMs
  • Gen-Z with a strong female skew

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, TK has spent roughly $1.9m on digital ads, only about 66% of the roughly $2.8m spent within the same 2022 timeframe.
  • YTD data: The company has earned ~261.8m digital impressions YTD, 55% via Instagram ads, 42% via Facebook ads, and 3% via desktop display ads.
  • Last year: TK spent approximately $6m on this channel last year, more than triple the approximately $1.9m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with digital, Facebook, Instagram, and online video (via Youtube.com) ads.
  • TK sponsors podcasts such as the Thrivetime Show, Real Ghost Stories Online, On Purpose with Jay Shetty, The Grave Talks, and The Great Detectives of Old Time Radio.

Additional agency insights:

• Opportunity: TK may start working with additional new agency partners, so reach out soon to be top-of-mind.
• Current agency roster:
  • ​​​​​​​​​​​​​​Twenty-First Century Brand​​​​​​​: Brand direction strategy agency partner
  • Koto (UK): Visual identity agency partner
  • Special U.S.: Creative agency partner
  • Known: Media planning and buying agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.