Angéline Terestchenko

YUJ PARIS - A Mindfulness House ✨

YUJ Paris is the first French ethical and eco-responsible yoga brand, founded in 2014 by Hélène Duval, a yoga teacher in Paris.

More than a brand, YUJ is a state of mind that draws its DNA from yoga values. This translates into: respect for the environment through reasoned and verticalized production, a "less is more" mindset focusing on short collections.

YUJ Paris is also the home of 8 yoga studios, created in just 3 years, with a unique concept. Also an organizer of yoga retreats and a teacher training school, they have created a 360-degree universe around the wonderful practice of yoga.

INITIAL CHALLENGES 👇

At the beginning of our collaboration, the YUJ Paris team faced three major problems:

• An existing community but divided among the brand's different accounts.

• A very low engagement rate. Very little interaction with and between followers: more of a "catalog" showcase than a meaningful and powerful Instagram account.

• No influencer strategy and therefore little exposure.

ACTIONS TAKEN 🔥

We immediately decided to consolidate the brand's different accounts (e-shop account, studio account, and yoga retreat accounts) under a single @yujyoga account. The idea was to link all activities so that YUJ would be considered a global 360-degree ecosystem around yoga. Our goal was to rebuild a unique community of highly engaged ambassadors.

But also:

• Content creation: video content for IGTV & Youtube.

• Daily publications at optimal times and community moderation.

• Highlighting the brand's sustainable nature on social networks as well as on the website through the creation of a commitment charter.

• Implementation and monitoring of the partnership and influencer strategy.

• Supervision of photo shoots in line with the brand's new identity.

RESULTS AT 12 MONTHS 💫

• +20,000 Instagram followers, 5,000 Facebook followers, and 10,000 on Youtube.

• A loyal, active, engaged, and devoted community throughout France and internationally.

• Creation of a digital yoga studio for non-Parisian subscribers. Yogis from all over France were able to discover the studios, and YUJ is now able to open studios in many new locations.

• Creation of a "gang" of macro-influencers without any budget: Daphné Moreau (158k), Kenza SMG (185k), Tatiana Silva (146k), Barbara Opsomer (390k)...

SO MUSH ORGANIC ✨

So Mush Organic is a French brand of coffee enriched with powerful superfoods. It is one of the first to incorporate powerful adaptogenic plants into everyday consumer products.

🌿 Organic, fair trade, sustainably made in France.

INITIAL CHALLENGES 👇

The two founders of So Mush Organic trusted me to launch all of their brand's digital communication. Together, we created complete content and a growth strategy to ensure consistent communication and branding from the start, thus a successful brand launch.

ACTIONS TAKEN 🔥

We launched communication on their social networks exactly one month before the website launch. Our goal was AWARENESS, meaning making the brand known and recruiting as many followers as possible within their target audience. Thanks to:

• Content creation: visuals for social networks (feed & stories and sponsored posts via Facebook Business Manager) and for the website.

• Creation of a weekly editorial content calendar (7 posts per week, stories 7 days a week).

• Implementation of the influencer strategy: identification of relevant micro-influencers, building a meaningful relationship with them, and monitoring their publications.

• Graphic layout of the Brand Book for partners.

The whole under a single, sharp branding and brand universe.

BUT ALSO,

• Weekly reporting and optimizations based on results.

• Digital Marketing: Writing blog posts according to SEO strategy and writing and visual creation of newsletters.

ma Fabrique Essentielle ✨

Founded by Véronique Lefort, a French engineer expatriate in Lisbon, ma Fabrique Essentielle is a 100% natural aromatherapy brand. The products are handmade, artisanal, and designed to harness the full potential of essential oils. ma Fabrique Essentielle also offers workshops in Lisbon or online to promote a healthier and more environmentally friendly lifestyle.

🌿Cruelty-free, Handmade, 100% Natural.

INITIAL CHALLENGES 👇

The brand's offering needed restructuring, and the image needed rethinking to finally create a strong visual universe, in line with the high-quality products. The story was already there, it just needed to be shared in a different way: much more accomplished, thoughtful, and impactful.

ACTIONS TAKEN 🔥

I started by reshooting all the products, in order to recreate a new e-commerce website via the Squarespace platform: www.mafabriqueessentielle.com

Then, we rethought the brand's entire image on Instagram and Facebook through:

• Content creation: editorial + new product photos.

• Creation of a weekly publication editorial calendar (7 posts per week).

• Implementation of an influencer strategy: identification of relevant micro-influencers, building a meaningful relationship with them, and monitoring their publications.

BUT ALSO,

• Weekly reporting and optimizations based on results.

• Digital Marketing: Writing blog posts according to SEO strategy and writing and visual creation of newsletters.