YAGA GATHERING

Objective

Yaga Gathering is the Baltic States' most significant alternative culture event. A festival that blends art, music, and communal experience in a way that resists mainstream categorisation.

Yaga operates in a space where authenticity is everything and branded content is immediately detected and rejected. The challenge was not simply to reach a large audience. It was to grow the community, deepen engagement, and drive ticket sales without the festival's identity feeling compromised or commercialised in any way.

What we've done

  1. Developed content strategy and visual identity fully aligned with Yaga's alternative aesthetic

  2. Managed creator partnerships with artists and influencers

  3. Handled social media execution across platforms, including SoundCloud visual content and brand messaging

  4. Ensured all communications maintained authenticity with the youth-oriented, culturally engaged audience throughout the campaign.

Creative Process

  1. Immersion: Spent time understanding the Yaga community from the inside: its values, aesthetics, and language

  2. Creator selection: Identified and partnered with creators who were genuine community members

  3. Content production: Created content that felt like it belonged in the feed naturally

  4. Platform execution: Managed scheduling, community engagement, and SoundCloud visual content to maintain presence across all touchpoints.

Results

1.24 million total views across Facebook and Instagram for a festival that actively resists mainstream marketing. A 525% increase in profile visits and 13,900 new followers were not bought through broad paid reach. They were earned through content that the Yaga community chose to engage with and share.