M
y Joy Yoga is the first true virtual yoga studio of its kind. They provide time challenged yoga students with online and mobile access to live yoga classes and on-demand instructional content. My Joy Yoga’s marketing leadership had previous experience with Positive Brand, working on health and wellness brands that included United Regional, Good Days, and Healthy Wellness. They hired us to help them recruit influencers, hire yoga instructors, and acquire students interested in live-remote yoga classes and on-demand training.
Research and Insights
Our team came to the table with in-house Yoga experience at both the student level and the instructor level. We had an intimate understanding of the value of remote yoga classes. Still, we knew we needed to experience MyJoyYoga first hand. So before we started developing strategies and campaigns, we signed up for online classes so we could fully appreciate the My Joy Yoga difference. And we spent time listening in on customer service calls and interviewing students. We combined this primary research with a secondary research study on My Joy Yoga’s brand awareness relative to their competition.
Creative Solution
Our research provided clear signals for our marketing strategy. We recognized the fact that My Joy Yoga would not be a replacement for the neighborhood Yoga studio. Instead, My Joy Yoga was the insurance yoga students needed to help them stay committed to their practice. Whether they were traveling or time-management challenged, the inconvenience of making a trip to the studio would no longer be an excuse.
TRANSIT CAMPAIGN. We created an advertising campaign that targeted travelers in airports and train stations with our message, “The joy goes with you. Stream yoga anywhere. MyJoyYoga.com”
MULTI-CHANNEL MARKETING. In addition to our travel campaign, we created promotional videos for social media, instructional videos for their mobile app, Facebook and Twitter company page headers, social media promotions, display advertising, content for their email newsletter, and targeted email marketing campaigns.
SOCIAL MEDIA. We created an ongoing series of banners for My Joy Yoga’s social media pages, promoting streaming services, registration for classes, and online teacher training for instructors.
EMAIL MARKETING. We developed targeted email campaigns for three distinct audiences: MJY Ambassadors (our influencer marketing program); yoga instructors needing to maintain their teaching credentials; and yoga students interested in remote classes.
DISPLAY ADVERTISING. And we used targeted paid media to reach both instructors and students.
Outcomes
With our help, My Joy Yoga was able to recruit a team of brand ambassadors that raised the brand’s profile, resulting in more instructors and more students. The best outcome has been experienced by the students themselves, who have made My Joy Yoga their reason for staying committed to raising the level of their training.