Located in the heart of Wynwood, Miami, Mimi Yoga Studio is the first infrared yoga studio dreamed & developed by internationally renowned yoga instructor Mimi Ghandour. Mimi first stepped on a yoga mat in 2015, and her life was forever changed. Since then, she’s built and nurtured a global following around her brand of “Mimi Yoga.”
Since its opening in 2022, Mimi Yoga Studio has been the home of the Mimi Yoga community, offering a variety of heated studio classes from Vinyasa flows to Pilates workouts. With several 200-hour Yoga Teacher Training programs available throughout the year and yoga retreats around the world, Mimi’s influence continues to blossom in Miami and beyond.
Shortly after opening, Mimi Yoga approached DOE Media to work together on a full website redesign and paid media strategy for the brand.
To build a website worthy of showcasing a brand recognized as a pillar of the yoga community in Miami, we knew it needed to reflect the values followers have come to know and love. It all started with the home page, which encapsulated the essence of Mimi Yoga and set the tone for the rest of the site.
The original website was completely reimagined and redesigned, centered around the experience users would have when they first arrive. This included building a fully responsive design, optimized for mobile browsers while providing easy access to all the features already popular with the community.
- Full UX/UI
- Convertible Lead Pages
With a robust offering of classes and trainings, it was crucial to make navigating the website a seamless experience for anyone interested in exploring what the community has to offer.
Our work revolved around Mindbody integration, the leading fitness platform used across the country to help people find their favorite studios and book classes directly from their phone or computer. To begin, we linked live Mindbody data to the site to include a full class schedule that regularly updates with the latest instructors and available classes.
From there, we added the ability to register for 200-hour Yoga Teacher Trainings or yoga retreats, making the website the one-stop shop for everything Mimi Yoga.
- QA Testing
- Branding
Together with a brand-new website, we developed and executed an omnichannel paid media strategy beginning with the full Google suite of products including Google Tag Manager, Analytics, Ad Words, Merchant Center, and a fully optimized Google Business Profile.
On the social media side, we strategized new creative work to be used across Meta (Facebook & Instagram) advertising opportunities. By tying Mimi’s personal social profile (@mimiyoga_official) to the studio’s profile (@mimiyogastudio), we were able to run ads through both pages to the website, expanding reach, growing follower numbers, and providing additional revenue. The use of a Meta pixel to track user behavior after interacting with Sponsored Posts allows us to determine which creative drove which actions, providing insights that factor into future optimizing decisions to serve only the most effective content.
When Mimi Yoga began working with DOE, they shared their year-long ordeal of unsuccessfully trying to get their location tag added to Instagram for use on posts and stories. We stepped in and were able to quickly unlock this feature by leveraging our preferred partnership with Meta.
Our work on Paid Social was so successful driving new students to the studio through ClassPass signups that Mimi Yoga won the 2023 ClassPass Studio of the Year award, gaining the top spot against studios from across the country.
While Mimi Yoga Studio is physically located in Miami, the Mimi Yoga community can be found all over the world. For students who cannot take in-person classes, we developed an online learning platform that provides access to pre-recorded and live class sessions. So wherever you happen to find yourself, and whether you speak English, Spanish, Arabic, or French, there’s a class just a click away.
For the students who want to keep showing their love for Mimi Yoga once they step off their mats, their fully integrated Shopify site offers a variety of branded merchandise available online and in-store.
Web design can take some time to implement and many parts have interdependencies, but we guide our clients through the process.
01.
Initial consultation, scoping and proposal
We begin by understanding your business objectives and target audience. Through thorough research and analysis, we develop a comprehensive strategy for your Instagram ads campaign. We align our goals with your desired outcomes, whether it’s increasing brand awareness, driving conversions, or expanding reach.
02.
Moodboards and wireframes
We conduct in-depth audience research to identify your ideal customer segments. By analyzing demographics, interests, and behaviors, we refine our targeting parameters to ensure your ads reach the most relevant audience. This tailored approach maximizes engagement and generates higher-quality leads.
03.
Initial consultation, scoping and proposal
We handle the entire ad campaign setup, from ad creation to targeting parameters and budget allocation. We continuously monitor the performance of your ads, analyzing metrics such as impressions, clicks, and conversions. Through data-driven insights, we optimize your campaigns by refining targeting, adjusting bids, and testing different variations to improve results and maximize return on ad spend.
04.
Website building and publishing
We handle the entire ad campaign setup, from ad creation to targeting parameters and budget allocation. We continuously monitor the performance of your ads, analyzing metrics such as impressions, clicks, and conversions. Through data-driven insights, we optimize your campaigns by refining targeting, adjusting bids, and testing different variations to improve results and maximize return on ad spend.
With our cutting-edge creativity and knack for staying on top of the latest trends and innovations, we’re the perfect partner to help you achieve your digital marketing goals.