Maverick Race is known for its community-driven trail races across the UK, with Ultra races offering the toughest yet most rewarding challenge. To drive awareness, attract new participants, and ultimately increase race entries, we developed a targeted digital campaign that ran across paid and organic social media, supported by email and website activation.

The strategy behind the campaign was to capture the feeling of a Maverick race day – not just the highs but also the lows, creating an emotional journey that reflects the full spectrum of experiences in an Ultra race. This hero campaign was designed to encompass Maverick’s wide calendar of Ultra races, making it relatable to an audience of trail runners, connecting with them at different stages of their race journey.

The campaign featured a mix of static and dynamic assets, where messaging played a crucial role, with the word ‘Ultra’ acting as a key anchor, paired with comparative adjectives that emphasised both the difficulty and achievement of an Ultra marathon. This approach reinforced the emotional and physical intensity of the races while appealing to the determination of the Maverick trail running community.

By strategically aligning paid and organic efforts, the campaign successfully expanded Maverick Race’s reach, engaged new audiences, and ultimately contributed to an increase in Ultra race entries.