THE ASK
In 2021, Yoga Alliance, the largest credentialing organization in the world, returned to Soze after a successful digital campaign and requested a brand campaign to reach beyond its membership base and serve as a turning point for the organization.  

THE STRATEGY
Show communities everywhere that beginning their yoga journey can be as easy as breathing, together. We’ll do so by providing accessible entry points into the practice to transform the perception of what yoga is and can be for people, communities, and the world.

THE RESULTS
The “More Yoga, Better World”, an integrated marketing campaign was developed, inclusive of a launch moment, IRL experiences, OOH, directional talent, and a report. The campaign also outlined supplemental, recommended metrics of success, which were in alignment with established KPIs.

While the campaign did not immediately yield in an execution due to internal shifts on YA’s end, the organization recently released the More Yoga, Better World 2024-2030 Strategic Plan, which directly builds off the strategy crafted in 2021. Additionally, YA has expressed interest in Soze executing upon the strategy in the fall of 2024.