AthaYog Case Study: A Digital Transformation Journey

Branding / social media marketing / performance marketing

This case study details how we partnered with AthaYog, a renowned yoga centre, to significantly improve their digital presence, drive business growth and attract a younger audience.

The Challenge:

AthaYog, while established, was struggling to reach new audiences and its clientele skewed towards an older demographic (average age 45).  Their monthly revenue reflected this, averaging around ₹3 lakhs.

Our Solution:

We implemented a comprehensive digital marketing strategy with a focus on three key areas: Revenue Growth, Audience Transformation and Community Building.

Revenue Growth Strategy:

• Targeted Advertising: We developed targeted social media ad campaigns to reach potential clients who might be interested in yoga. These ads were specifically designed to resonate with a younger demographic (around 28 years old).
• Creative Content: We created engaging and informative content for AthaYog’s website and social media platforms. This content showcased the benefits of yoga, highlighted the expertise of their instructors, and offered a glimpse into the AthaYog experience.

Audience Transformation Strategy:

• Engaging Content: We crafted content that appealed to a younger audience. This included using visuals and language relevant to their interests.

• Social Media Influencers: We partnered with social media influencers popular with the target demographic to promote AthaYog’s classes and events.

• Trendy Campaigns: We developed trendy social media campaigns that generated excitement and encouraged participation among younger individuals.

• Events and Workshops: We organised events and workshops catering to the interests of a younger audience. This could include topics like yoga for stress management, yoga for athletes, or yoga and meditation combined.

Community Building Strategy:

• Weekend Training Programs: We launched weekend yoga teacher training programs, providing an additional income stream for aspiring teachers and bolstering AthaYog’s reputation as a supportive yoga community.

• Afternoon Yoga Sessions: Recognising busy schedules, we introduced yoga sessions in the afternoon, offering a convenient option for working professionals and students, ultimately increasing daily class attendance and overall membership.

• Yoga Arambha Program: We organised a large-scale yoga event called “Yoga Rambha”. This event attracted 350 participants and offered them 7 days of free follow-up classes. This not only fostered a sense of community but also encouraged long-term memberships and loyalty.

Results:

• Increased Revenue: AthaYog’s monthly earnings tripled, jumping from ₹3 lakhs to ₹10 lakhs.

• Younger Clientele: The average client age group significantly decreased, moving closer to the target demographic of 28 years old.

• Successful Programs: The weekend training programs and Yoga Rambha event were well-received and generated significant interest