Yagya

Yagya is a start up e-commerce fashion brand that offers high quality riding wear for the modern rider. The company was founded in 2018 and their first collection was launched in November 2020.

Before the launch, my main task was to establish a digital presence and create content to build a brand community. After the launch the content transformed to focus on sales, customer acquisition and to increase overall brand engagement.

My job as content director at Yagya was to create both independent content for individual posts as well as broader concepts for long term activation.

Together with my colleague Viktor Nilsson, I created AR-filters for Instagram called ”Yagya Generator” and ”Yagya Eye Mask”. We also built a library of Yagya GIFs and stickers on GIPHY for Instagram stories.

Introducing the Collection

Yagya’s products are currently only available online, which makes it difficult for the customers to get a good look at the collection’s products.

To give the products a proper introduction, we created six videos where one of the founders of Yagya highlighted all the functional benefits of each product.

Stickers for Instagram Stories

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From Street to Stable

Even though there was no final products to show, we wanted to start to communicating the brand in advance to the market.

We created two videos where we focused on Yagya’s slogan – From Street to Stable.

During these two projects I worked in close connection to a production studio and a freelance photographer.

AR-filters for Instagram

Meet the Riders

An important pillar in Yagya’s communication is to praise riders with different looks and backgrounds.

The models in the ”Launching soon”-video therefore were riders who in one way or another broke the traditional equestrian norms with their own style and riding.

In these short videos, we meet them on set and get a quick insight into their backgrounds.