🧠 Strategic Objective
The goal was never just to host a race—it was to create a movement within the EAAC community. The strategy was built around three key pillars:
- Anticipation: Build early awareness and FOMO
- Engagement: Nurture excitement with authentic, high-energy visuals
- Conversion: Use clear, timely reminders to drive signups and secure athlete spots
We knew this event would succeed if we could tell the right story one that connected intensity with belonging.
📆 Campaign Structure
Phase 1: Announce & Educate
- Countdown-style teaser graphics
- Instagram Stories breaking down the race format
- Member testimonials: “Why I’m Racing HYROX at EAAC”
Phase 2: Hype & Nurture
- Reels showing EAAC athletes training for the Sim
- Instructor insights & tips for first-time racers
- Stories with heat reminders and FAQs
- UGC reposts to build organic buzz
Phase 3: Final Push & Sell Out
- Final countdown graphics and story polls
- “Last Chance to Register” stories
- Live athlete feature shoutouts and reposts of registered teams
- On-site gear sneak peeks and amenities preview
🎥 Content Execution
As producer and creative lead, I oversaw all production efforts before, during, and after the event. My team and I captured:
- Cinematic recap footage for post-event hype
- High-impact reels for Instagram
- Athlete testimonials and community interviews
- Real-time IG Story coverage with polls, reactions, and reposts
📈 Outcome: A Sold-Out Event
In less than 3 weeks, the HYROX Sim Race hit full capacity across Singles, Doubles, and Elite divisions. Key outcomes included:
- 70+ athletes registered across all divisions
- Hundreds of combined story interactions leading up to race day
- Consistent reposting and organic engagement from members and followers
- Surge in HYROX-related inquiries and gym memberships post-event
All content and signups were generated organically without paid ads.
