Case study · Figa Yoga Studio
A method you can’t photograph. 76 people asked to try it
Figa is a yoga studio next to the Sagrada Familia, built around its own method. The studio had a real community and a level of teaching you feel in the room. We took both on camera: video-first, built around the method, and never chasing followers.
The challengeA method a photograph can’t carry
Figa teaches Navakaraṇa, a method with its own vocabulary. A photograph of a posture cannot carry that, which is exactly what every yoga account posts.
So we stopped shooting pretty practice and started explaining: street interviews asking people what Navakaraṇa is, teachers telling their own story, reels that teach instead of showing. Seventy-two reels in the period, on a schedule rather than on inspiration.
The piece that proved the format was the street interview reel, published right at the start.
The audienceThe right audience, not the biggest one
For a studio that fills physical classes, a thousand real people in Barcelona are worth more than ten thousand anywhere else. So the target was never follower count.
81% of the audience is in Spain and 38% is in Barcelona itself, mostly women between 25 and 44. That is the profile that walks through the door.
Source: Metricool, Instagram audience, to 1 June 2026.
The account also grew from 1,394 to 2,033 followers since we started, but we measure it by who they are, not by how many there are.
The team knew how to handle you, how to define you, how to get you to do it perfectly and come across comfortable, natural and at ease in front of the camera.
Founder, Figa Yoga Studio
Meta AdsA place to book, and the sign-ups followed
From February to May, €325 of ads introduced Figa to more than 80,000 people. In July a form for a free first class went live and a leads campaign sent people to it.
Sign-ups for the free class, per week
Source: Meta Ads, website form completions.
10 July to 7 August 2026
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