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