Modo Yoga Brampton · Campaign case study

Where is MYB?

Social Media Manager & Creative Director

Turning “you can never find us” into a scroll-stopping local campaign that entertained viewers while showing them exactly where to go.

Creative conceptScriptwritingProductionVideo editingLaunch strategy
Where is MYB campaign for Modo Yoga BramptonModo Yoga Brampton logo

Impact first

The creative—and what it did

The hidden entrance became the storyline. Watch the search unfold, then see how the early audience responded.

The hidden entrance became the storyline. Watch the search unfold, then see how the early audience responded.

2,285

Views

14

Shares

4

Saves

10

New followers

In summary

The project at a glance

Modo Yoga Brampton is tucked into a plaza where the entrance is easy to miss. The “Where is MYB?” campaign transformed that familiar frustration into a short-form comedy reel that also became the studio’s clearest set of directions.

Role

Social Media Manager & Creative Director

Location

Brampton, ON

Timeline

Concept to post in under two weeks

Platforms

Instagram · Meta

Service

Social media management & creative direction

Discovery

Understanding the problem space

01The original problem

New visitors routinely circled the parking lot before finding the studio. Heading into the busy back-to-school season, that hidden location risked becoming a barrier before potential members ever walked through the door.

02What needed to improve

A straightforward “come visit us” post would not cut through the noise. The studio needed local awareness, memorable wayfinding, and a reason for its existing community to share the message for us.

03Why the work mattered

Instead of disguising the studio’s biggest weakness, we made it the hook. The community already knew the joke, which made the idea relatable, useful, and built to travel through tags and shares.

Audience research

Who we needed to reach

What success needed to look like

  1. 01Turn the hard-to-find location into a memorable creative advantage.
  2. 02Reach new local audiences during the back-to-school period.
  3. 03Use entertainment and real directions in the same piece of content.
  4. 04Convert attention into profile discovery, follows, and studio visits.
demographics
Current members, first-time visitors, and wellness-curious local audiences
location
Brampton and surrounding neighbourhoods
interests
Yoga, wellness, fitness, local experiences, and community humour
insight
People were already joking about getting lost. Reflecting their real experience made the campaign instantly recognisable and worth sharing.

The strategy

A reason behind every creative choice

01

Make the weakness the hook

We opened with the search for the studio rather than hiding the location problem, turning a common complaint into the campaign’s comedic premise.

02

Hijack a familiar moment

The reel uses RAYE’s trending “Where Is My Husband!” audio, swapping the search for a husband with the search for Modo Yoga Brampton.

03

Let the reveal do two jobs

The final punchline also reveals the route to the entrance, so the same shot delivers entertainment and practical wayfinding.

04

Build a path to action

The reel closes with the full address and a direct call to action, supported by directions in the first comment to turn discovery into foot traffic.

Creative concept

A self-aware local comedy reel built around the question: Where is MYB?

Content direction

Fast, character-led vertical video that follows the search through the plaza before landing on the studio reveal.

Messaging

Yes, the studio is hidden — but once you know where to look, you can find your way in.

Distribution

Instagram Reel supported by a clear caption, local hashtags, a pinned directions comment, and a planned boost for wider local reach.

Why this approach

Self-deprecating local humour earns attention because viewers recognise the truth and tag the friends who have been lost with them.

Production

My role and the final output

Responsibilities

Creative conceptScriptwritingCastingTalent contractsProduction briefsOn-set directionVideographyEditingSound designCopywritingLaunch strategy
  1. 01Campaign concept, treatment, and scene-by-scene script
  2. 02Casting, talent agreements, and individual production briefs
  3. 03One-hour single-camera shoot with a location-grouped shot list
  4. 04Vertical reel edit with a custom song-sync map and sound design
  5. 05Caption, call to action, hashtag strategy, and pinned directions
  6. 06Launch timing and local boost recommendations

Results

What changed after launch

Within the early campaign window, the reel earned 2,285 views, 14 shares, 4 saves, and 10 new followers — showing that a highly local inside joke could both travel and introduce new people to the studio.

2,285

Views

Early results

14

Shares

Community-led discovery

4

Saves

Useful wayfinding content

10

New followers

From the early campaign window

Reflection

What I took forward

01.A brand weakness can become the strongest creative hook when the audience already recognises it.

02.Useful information becomes more memorable when it is delivered as entertainment rather than instruction.

The campaign turned a location problem into an invitation: entertain people with the truth, then use the payoff to lead them to the door.

Continue exploring

Luvi Lately

Brand case study

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