Brew Interactive

Spartan Race

Client Story

At A Glance

22%

Increase in Engagement Rate

240,000

New Organic Fans

Backstory

Spartan Race is a global leader in obstacle course races. Founded in 2010 by Joe DeSena, their races have seen over 5 million participants.

The first of its kind to feature timing and global rankings, Spartan Race provides a proving ground for beginner and professional obstacle racers looking to test themselves in new ways across the world.

Backstory

Spartan Race is a global leader in obstacle course races. Founded in 2010 by Joe DeSena, their races have seen over 5 million participants.

Challenge

Challenge

Spartan Race entered the Asian market in 2016 with Singapore and Malaysia as its first stops. While they were well-established in the west, they were still a very novel concept in the Asian market.

Launching in a foreign market, their biggest concern was positioning their brand such that it appeals to the Asian market.

Spartan Race decided to look for reliable social media partners in Singapore and Malaysia who would understand the market and help them build a strong digital presence, enabling them to connect with the local audience.

That’s when they reached out to us at Brew Interactive.

Solution

We were assigned the objective to develop and execute a social media strategy that was focussed on creating awareness and driving engagement.

We spent time understanding their business, offerings, challenges, and target audience. We mapped out buyer personas which served as a framework for planning social media content.

We established their Facebook and Instagram pages, in Singapore and Malaysia.

Our content strategy was centered around brand building and appealing to the target audience. We wanted people to get an insight into Spartan Race’s brand personality while luring them to be part of the movement.

From evergreen content and posts about their races to memes and topical content – the mix consisted of meticulous posts aiming to build awareness and engage the audience. We leveraged storytelling and shared stories of transformation to motivate, evoke emotions and generate interest.

Spartan Race organizes massive events and through social media, we ensured we kept audiences invested and engaged before, during and after the events.

Inspirational stories about Spartan Race participants

Powerful stories of transformation to motivate the audience

Posts celebrating milestone wins

Countdown posts to build hype and excitement

Enticing shots to showcase the races and capture emotions

Results

In spite of being a new concept in new markets, Spartan Race’s social media channels in Singapore and Malaysia performed incredibly well. Our efforts helped them achieve a 22% increase in engagement rate and 240,000 new organic fans.