Brit Mini Marathon 2025

Executive Summary

The Brit Mini Marathon 2025 was executed as a multi-platform awareness and community engagement campaign. From strategic pre-event content deployment to real-time event coverage and post-event wrap-up, the social media and content strategy centered on visibility, storytelling, and alignment with Fitness Religion’s brand presence.

A total of 73 social media posts were published across Instagram and TikTok, 40+ original design assets were created, and post-event deliverables included recap videos, thank-you graphics, influencer follow-up, and stakeholder engagement reporting. Despite challenges such as platform restrictions (Twitter/X) and limited official video delivery, the campaign adapted swiftly through community-generated content, design, and active real-time engagement. 

Total recorded participant pre-registrations were 832. The total participants was 2000+. 

Completed Tasks & Deliverables

Pre-Event

• Developed full 6-day per week and twice/thrice daily engagement content calendars for platforms (IG, TikTok, WhatsApp)
• Designed Instagram grid structure and brand alignment strategy
• Rewrote and repurposed old content for narrative alignment
• Updated bio on IG to include CTA + prize details
• Revised the Novare Fitness Community Page and shared cross-platform content across Instagram and TikTok while managing event publicity
• Created a 14-day Instagram Story content calendar
• Broadcast message templates developed for media houses, influencers, and partners
• Sent out invite messages to fitness communities and partnered with influencers
• Briefed the video team on social media support expectations
• Conducted outreach to content creators, compiled and submitted a quote/invoice for extra coverage

Design Production (Digital & Print)

• 10-day countdown graphics (D-10 to D-Day)
  
• Race bib and race bib mockups
  
• Posters for print and digital circulation
  
• Billboard and feather banner mockups
  
• Medical station design and free checkup promotion flyers
  
• Sponsor letters and sponsorship response letter
  
• Social carousel content (FAQ, Prize Details, Trainer Line-up, Prep Tips)
  
• Story highlight covers and Instagram Reels templates
  
• Thank-you banners
  
• On-site signage templates (hydration stations)
  
• Logo concept draft for Fitness Religion
  
• Large branded banners (Event stage, sponsor backdrops)
  
• Sponsor announcement and partnership flyers
  
• Branded Instagram story designs

Platform Optimization

• TikTok: bio and hashtag setup, trending audio application
  
• Instagram: grid reorganisation, clean-up of older content, restructured highlight tabs
  
• Twitter: strategy rerouted due to access issue
  
• WhatsApp: Created and maintained a daily BC delivery system with visual assets
  
• Influencer onboarding and follow-up for story resharing and event amplification
  

Event Day Execution

• Mapped timeline and social milestones from 6AM to 9PM
  
• Posted flag-off, warm-up, mid-race, hydration, and winner content
  
• Documented behind-the-scenes through Stories and short clips
  
• Conducted micro-interviews with runners and sponsors
  
• Collected and reposted UGC using branded hashtags
  
• Added all real-time story content to curated IG Highlights (BMMarathon’25)
  
• Monitored DMs and tags, handled event mentions and reposts live
  
• Coordinated with video teams for immediate turnarounds
  

Post-Event Rollout

• Thank-you posts to all confirmed sponsors
  
• Published recap video and reel
  
• Reposted UGC and tagged users’ post-event
  
• Compiled content performance for all platforms
  
• Drafted engagement report
  
• Supported community responses and Novare acknowledgement posts

Platform Metrics (April 1–29, 2025)

Instagram (Fitness Religion):

• 30,192 total views (16,122 ads / 14,069 organic)
  
• 579 likes | 254 accounts engaged | 163 reel interactions | 46 comments | 16 saves
  
• 73.2% reach from non-followers | 124 new followers (119 net growth)
  
• Lagos-based viewership: 90.4%
  
• 73 posts in total
  
• Ad Budget: $12 (plus tax) | 156 clicks

TikTok (Fitness Religion):

• 1,366 new unique viewers
  
• 2,182 post views (100% from previously unreached audiences)
  
• Reels and event-based clips had the highest engagement

Twitter/X:

• Running a minimum of 10 tweets per day promoting the event
  
• Engaging trending conversations and fitness-related content
  
• Page restricted mid-cycle; content repurposed across IG/WhatsApp
  

WhatsApp:

• Daily BC messages are sent – 2/3 times daily to the Novare Fitness Community Group
  
• Used for countdowns, key reminders, registration links, and post-event media drops
  
• 83 pre-event registrations from the NFC Community
  

Visual Asset List (40+ Assets)

• 2 cinema/commercial script concepts (Final video for one of them: [Link]
  
• 6 short script variations for reel edits
  
• Post-event highlight reel
  

Collaborating Stakeholders

• Child Creative Studio Team: real-time posting, DMs, monitoring, coverage for flag-off, finish line, interviews
  
• NFC Volunteers: crowd guidance, and on-ground support
  
• Novare Fitness Club: re-posts, TikTok support, brand collaboration
  
• Fitness Influencers: reshared posts, pre-event engagement, post-event UGC content
  

Event partners:

• Coca-Cola
  
• Rite Foods
  
• Nucleus 4 Play
  
• EHA Clinics
  
• Retmed Physiotherapy
  
• Rango
  
• Novare Fitness Club
  
• Novare Mall
  

Challenges & Resolutions

• Platform Limitations: The Twitter page was barred and flagged. This required re-strategising. Content was redirected to more stable platforms, and followers were nudged via stories and WhatsApp groups.
  
• Low Footage Delivery: Pivoted to UGC strategy + internal content team for edits. With official footage missing, we pivoted fast, repurposed Brit’s visuals, leaned into UGC, and stitched together narrative-based clips with music and movement-focused transitions.
  
• Budget for Ads: Paid ad reach was minimal. We relied on carousel reach, aggressive organic engagement, community sharing, branded hashtags, and a repost strategy.

Conclusion

With the successful execution of the Brit Mini Marathon 2025, we proved our capacity to translate offline community activity into a structured, trackable digital engagement story. Despite access barriers and production challenges, we maintained consistency, grew visibility, and ensured the Fitness Religion brand delivered value at every interaction.

We’ve laid the groundwork for deeper community follow-ups, brand trust, and future collaborations.