Athayog Living
- Sector
- Yoga studio
- Year
- 2023
The Athayog Living case study
The challenge
Athayog Living competed in a Bengaluru market where every studio said the same three things and discounted the same way. Leads were plentiful and almost worthless — trial bookings that never converted into memberships.
Our approach
We repositioned the studio around depth of practice rather than convenience, which meant deliberately speaking to fewer people. A brand film and a series of teacher-led shorts carried the new positioning. Paid media was rebuilt to optimise for membership enquiries rather than trial signups, with a longer qualifying form that filtered rather than maximised.
The result
Fewer leads, far better ones. Cost per qualified enquiry fell 42% and trial-to-membership conversion nearly doubled, because the people arriving had self-selected into the practice.
Results in numbers
- −0%
- Cost per qualified lead
- +0%
- Trial to membership
- 0
- Brand films delivered
- +0%
- Member retention, 6 mo
Figures measured against the pre-engagement baseline.
What the client said
“Branditars understood that we did not want more leads. We wanted the right people walking through the door.”
