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Yoga Brand "Beyond Yoga" Selects "UM" as Their Official Media Agency

University of Miami Secures Position as Main U.S. Advertising Agency for Beyond Yoga after Intense Selection Process

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University of Michigan Secures U.S. Role as Media Representative for Beyond Yoga after Cutthroat...
University of Michigan Secures U.S. Role as Media Representative for Beyond Yoga after Cutthroat Assessment Process

Yoga Brand "Beyond Yoga" Selects "UM" as Their Official Media Agency

Activewear Giant Beyond Yoga Taps UM as U.S. Media Agency, Embracing a Balanced Media Strategy

Beyond Yoga, the inclusive activewear brand, has sealed a deal with UM, making the IPG Mediabrands agency its U.S. media agency of record. The announcement comes after a competitive review, as confirmed by both parties to ADWEEK.

This move marks an ambitious shift for Beyond Yoga as they aim to consolidate their marketing strategies. Chris Portella, EVP, global managing partner, and San Francisco lead at UM, shares that Beyond Yoga sought a single agency capable of delivering a full-funnel approach, seamlessly linking brand visibility with consumer demand to boost their bottom line.

Beyond Yoga's media strategy, under UM's guidance, will emphasize a balanced blend of short-term sales spikes and long-term brand development. This approach is heavily grounded in data, anchored by UM's "Full Color Media" model. The strategic planning process will also leverage Interact, IPG's data platform built on Acxiom, to inform a three-year media plan tailored to Beyond Yoga's customer segments.

As part of their media strategy, UM will heavily invest in paid social channels, recognizing the impact they have on reaching and engaging Beyond Yoga's core audience—affluent millennial women who appreciate brands that promote inclusivity and offer a variety of sizes, materials, and colors. The agency will also support an upcoming brand campaign, due for release later this year, further elevating Beyond Yoga's presence in the market.

To bolster their efforts, Beyond Yoga has also enlisted Shadow to handle media relations and influencer partnerships, set to begin in March.

UM's recent accomplishments include securing the global business for Levi's, AI startup Perplexity, and HelloFresh, as well as adding Alaska Airlines and Hawaiian Airlines to their client roster. Their strategic planning, data-driven decisions, and adaptive approach have positioned them as a formidable force in the media agency landscape, intent on driving growth and success for their clients.

[1] Source: UM Insights and Enrichment

  • Data-Driven Planning: UM's three-year media plan for Beyond Yoga is informed by carefully analyzing the brand's customer segments, particularly affluent millennial women with a preference for inclusive sizing, soft materials, and a wide color variety. This targeted approach ensures maximum engagement with the brand's primary consumer base.
  • Focus on Paid Social: Paid social media channels are crucial to the strategy, given their effectiveness in promoting Beyond Yoga's core values of inclusivity and comfort while reaching the brand's key demographic. Dynamic targeting and storytelling will be key components of the strategy on these channels.
  • Supporting Brand Campaigns: UM will lend its support to an upcoming brand campaign, aiming to amplify Beyond Yoga's market presence and fuel their growth momentum.
  • Measurement and Optimization: Real-time tracking of campaign performance and overall sales impact are vital components of the strategy, with tools like media mix analysis, attribution models, and continuous testing contributing to the efficient allocation of media spend and responsiveness to market trends.
  • Complementary Media Relations and Influencer Partnerships: Beyond Yoga's collaboration with Shadow complements UM's efforts, bolstering brand authenticity and reach on additional fronts.
  1. To ensure maximum engagement with Beyond Yoga's primary consumer base, UM's three-year media plan for the activewear brand is data-driven, analyzing the preferences of affluent millennial women for inclusive sizing, soft materials, and a wide color variety.
  2. Paid social media channels are key to Beyond Yoga's media strategy under UM, as they are effective in promoting the brand's core values of inclusivity and comfort while reaching its key demographic. The strategy will utilize dynamic targeting and compelling storytelling.
  3. In support of an upcoming brand campaign, UM will lend its expertise to amplify Beyond Yoga's market presence and foster its growth momentum.
  4. Real-time tracking of campaign performance and overall sales impact is essential to the strategy, with tools like media mix analysis, attribution models, and continuous testing ensuring an efficient allocation of media spend and responsiveness to market trends.
  5. To bolster the efforts of UM and Beyond Yoga, the activewear brand has also enlisted Shadow to handle media relations and influencer partnerships, set to begin in March.

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