Niti Xtreme Ultra Run: 2,000+ race entries in two months

01The brief

A race has a date, and the date does not move. Entries were the only number that mattered, and they had to arrive before registration closed. The audience was specific too: runners willing to take on a high-altitude ultra, not the general public.

02What we made

• Presenter-led registration explainers
• Prize, partner and category creatives, posted daily
• Meta ads run against the registration deadline

Open the case file on the home page to watch the reels.

03Running a campaign against a deadline

Presenter-led explainers did the heavy lifting. They answered the questions that stop someone from registering: what the categories are, what the prizes are, who the partners are, how to sign up. Alongside them, prize, partner and category creatives went out on a daily cadence so the race was never out of the feed.

The Meta ads were run against the deadline itself, from first shoot to final spend, with the budget following whichever creatives were bringing in entries as the date approached.

04The result

2,000+ race entries in two months, from first shoot to final spend.

05What this means for anything with a deadline

Admission season for a school or coaching centre, a sports event, a product launch, a limited-period offer: if there is a date, this is the shape of the campaign. Explain clearly, post daily, and run the ads against the clock. The same team that made the explainers ran the spend, so nothing was lost between the two.

06Questions people ask