TRIBE BY VINAYA

In October 2016, VINAYA launched its TRIBE to ignite a global community to 'practice presence in the digital age' to elevate our brand experience offline. With a purpose is to bring together likeminded, forward-thinking individuals who value mindfulness and intentional living, I wrote a manifesto that laid the foundation for the community and product launch campaign. We launched our official tribe with a special sound meditation experience, after which guests were gifted with a special box promising to take them on a 21 day journey. Each day, guests were surprised with a piece of inspiring content mimicking an offline experience of our digital product.