The “Pose of the Week” campaign was designed to engage and inspire a diverse audience through accessible chair yoga content. Spanning Instagram, TikTok, and YouTube, the campaign combined visually engaging posts, quick demos, fun challenges, and incentives like a free trial week for participants. By showcasing the versatility of chair yoga, whether for seniors, individuals with limited mobility, or office workers seeking stress relief, the campaign effectively highlighted the physical and mental benefits of yoga while fostering an inclusive online community. This multi-platform strategy emphasized creativity, interaction, and wellness, driving both engagement and brand awareness. You can access the campaign book here.

The “Pose of the Week” campaign was designed to connect with a broad audience, including seniors, individuals with limited mobility, and office workers looking for accessible ways to incorporate movement into their daily routines. By using Instagram, TikTok, and YouTube, the campaign delivered diverse, engaging content tailored to each platform, including step-by-step pose demonstrations, fun and relatable videos, and community challenges.

The primary goals were to increase brand awareness, build an inclusive online yoga community, and inspire participation through a creative incentive, a free week of lessons for followers who shared photos of themselves practicing the pose. This multi-faceted approach highlighted the physical and mental benefits of chair yoga, encouraged interaction, and showcased the versatility of yoga for a variety of lifestyles. With its focus on engagement, education, and accessibility, the campaign successfully positioned chair yoga as a welcoming practice for all.

Day 1	Instagram	Photo/Graphic Post	Introduce the “Pose of the Week” with a high-quality image and a brief description of its benefits. Include a promo encouraging followers to share a photo.	“Try this pose today! Post a pic and tag us for a chance to win a free week of lessons!”
Day 3	Instagram Reels	Demo Video (15–30 seconds)	A clear, step-by-step demonstration of the weekly pose. Add captions or voiceover explaining how to perform it safely and highlight its key benefits.	“Save this reel and try the pose! Don’t forget to tag us in your photos for the free trial!”
Day 5	TikTok & Instagram Stories	Fun Video + Interactive Poll	A playful TikTok video showing the pose in different relatable scenarios (e.g., office, home, or with family). On Stories, run a poll asking if followers tried it.	“Vote in our poll and remember—you could win a free trial by tagging us in your photos!”
Day 7	TikTok & YouTube	Compilation Video Recap	A highlight reel of the weekly pose, including clips from the demo and fun scenarios. Conclude with an announcement of the free trial winner and next week’s pose.	“Congrats to this week’s winner! Stay tuned for our next pose and your chance to win!”