Overview:

I led digital marketing & social media strategy for Lukas Graham and in 2019 was tasked with promoting his song, “Love Someone”. Given the sentiment of the song, my goal was to introduce Lukas and his music to a new audience, specifically those involved in the wedding industry to secure “Love Someone” as a must-have wedding song, bringing consistent engagement for years to come.

My Role:

The collaboration between Lukas and The Knot began when I pitched ideas to the team at The Knot, which they were able to integrate into their upcoming campaign for National Wedding Planning Day, the kick-off to the wedding season. The main event for The Knot was their virtual live “Planathon” where The Knot’s wedding experts answered questions for their users amongst other wedding related entertainment, including a performance from Lukas Graham. 

To further align “Love Someone” with weddings, I pitched the idea of helping a real-life couple with their proposal at a Lukas Graham show. Being able to capture this moment would further reinforce it as a love song by showcasing a special moment between Lukas and his fans. 

Strategy & Results:

Through this brand partnership campaign, Lukas Graham and his music were exposed to an entirely new audience, in partnership with a major brand in the wedding industry.

The Planathon took place on The Knot’s Facebook (860K followers) and Instagram (1.4M followers) accounts, generating thousands of views on the livestream. There was also a separate Q&A with Lukas on The Knot’s Instagram Stories, where followers could get to know more about Lukas as an artist. In the week after this activation, Lukas’ socials grew by thousands of followers.