Project Swarm was an editorial campaign to drive user conversion to The Knot’s vendor marketplace. Initially, I ran a test with the Content Strategy team where we leaned into location-specific roundups of small wedding venues. Following the success of this, we built out a 300+ story content calendar to replicate the success across other vendor categories as well as other venue modifier groupings to help users find and book businesses that met their needs.

While most of the 300+ stories were written by freelancers, I tackled the highest-impact bylines and developed stories that served as examples for contractors to reference to ensure uniformity across the initiative.

The stories from Project Swarm generated a 39% click-through rate (YTD in 2025) compared to a baseline 2%. Additionally, the articles experienced a 2% conversion rate (YTD 2025) compared to a baseline of >0.5%.

Ultimately, the initiative generated over 2,000 vendor leads and 100K+ content sessions.