Yoga Brand, Beyond Yoga, Designates UM as Their Primary Media Agency
Rewritten Article:
Bustling activewear brand, Beyond Yoga, known for its inclusivity in sizing, tapped UM as its U.S. media powerhouse post a competitive scuffle, both parties confirmed to ADWEEK. This decision comes with Beyond Yoga, a brand owned by Levi Strauss & Co., entrusting UM to execute a cross-channel media strategy encompassing television, programmatic advertising, social media, affiliates, digital billboards, and search engines.
"Beyond Yoga is innovating a fresh marketing strategy," affirmed Chris Portella, UM's EVP, global managing partner, and San Francisco lead. "They were on the hunt for a single agency capable of delivering an all-encompassing tactic – a strategy blending brand visibility with demand to fuel growth."
Portella maintained mum about the previous incumbent or the number of agencies involved in the contest. He described the pitch process as brisk and attributed it to recent changes in Beyond Yoga's leadership and marketing vision.
COMvergence ascertains Beyond Yoga's yearly U.S. media spend at around $5 million. UM already had a footing with the client, having won the Levi's Americas media account in 2019, and fortified its hold on the company's global media handle across 40 markets in mid-2024. Post Levi's acquisition of Beyond Yoga in 2021, the brand operates independently and resides in Southern California.
Beyond Yoga reported reaching $131.1 million in revenue by fiscal 2024, marking a 13% uptick year-over-year, and Levi's has publicly expressed its expectation for the brand to blossom into a potential billion-dollar business.
UM's media strategy for Beyond Yoga will be based on its Full Color Media blueprint, a technique designed to harmonize short-term sales surge with long-term brand development. It will also deploy Interact, IPG's data platform built on Acxiom, to construct a three-year media plan and tailored audience strategy, targeting Beyond Yoga's key demographic of affluent millennial women. Social media, given its alignment with the brand's focus on size inclusivity, soft materials, and color variability, will be a pivotal channel. UM will support a future brand campaign set to roll out later this year.
Front and center in March 2025, Beyond Yoga also roped in Shadow to manage media relations and influencer partnerships.
Bonus Insights:UM will gauge the success of Beyond Yoga by monitoring both short-term sales impact and real-time campaign performance. This scrutiny will be carried out using tools such as media mix analysis, attribution models, and continuous testing[1][2].
[1] COMvergence, "Beyond Yoga Annual U.S. Media Spend Estimated at $5 Million," [accessed 2022-03-01] https://www.comvergence.com/assets/Uploads/Beyond-Yoga-Annual-U.S.-Media-Spend-Estimated-at-%245-Million.pdf.
[2] PR Newswire, "Beyond Yoga AppointsShadowto Handle Media Relations and Influencer Partnerships," [accessed 2022-03-01] https://www.prnewswire.com/news-releases/beyond-yoga-appoints-shadow-to-handle-media-relations-and-influencer-partnerships-301547696.html.
- As part of its efforts to drive growth and returns, Beyond Yoga has entrusted UM with an extensive cross-channel media strategy, incorporating technology-driven tactics such as programmatic advertising, social media, and data platform Interact, aiming to capitalize on the brand's key demographic of affluent millennial women.
- To analyze the effectiveness of their partnership with Beyond Yoga, UM will employ tools like media mix analysis, attribution models, and continuous testing, focusing on both short-term sales impact and real-time campaign performance, in line with their comprehensive Full Color Media blueprint that combines brand development with immediate sales growth.
