YAGA GATHERING
Duration
2025
Industry
Entertainment & Events
Alternative culture marketing that didn’t sell out the community.
Objective
Yaga Gathering is one of the Baltic States’ most significant alternative culture festivals, blending music, art, nature and communal experience.
The challenge was not simply to reach more people. Yaga exists in a space where authenticity matters more than polish, and anything that feels too branded, too loud or too commercial can be rejected immediately.
NORU was tasked with growing visibility, strengthening community engagement and supporting ticket sales while protecting the festival’s identity. The goal was to make the communication feel like it belonged to the Yaga world, not like marketing placed on top of it.
What we've done
Developed a content strategy aligned with Yaga’s alternative culture and visual identity
Managed social media communication across platforms
Created content that felt natural to the festival’s community
Coordinated creator partnerships with artists, influencers and culturally aligned voices
Supported brand messaging across different communication touchpoints
Created visual content for SoundCloud and other platform needs
Maintained community-first communication throughout the campaign
Creative Process
We had to understand Yaga before communicating Yaga.
The process started with learning the festival’s world from the inside: its values, visual language, community codes, humour, rhythm and the kind of content that would feel natural to the audience.
Creator partnerships were selected based on genuine cultural fit, not only reach. The content had to feel like something the community would actually share, not something they were being sold.
The strategy focused on building atmosphere before the event: music, visuals, artists, people, memories, anticipation and the feeling of being part of something that cannot be fully explained in a regular ad.
Results
The campaign proved that alternative culture can grow at scale without losing its soul.
Yaga generated over 1.24 million total views across Meta, showing that the festival’s world was able to reach far beyond its existing community while still keeping its identity intact.
Profile visits increased by 525%, which means the campaign not only created passive reach. People were actively moving closer to the festival, checking the profile, exploring the content and looking for more information.
The results were not built through generic mass communication. They came from content that felt native to the Yaga audience, creator partnerships that made sense culturally and communication that respected the festival’s identity.
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