How XTERRA South Africa roared back to life

How XTERRA South Africa roared back to life

And how we used Social Media Marketing to generate 60% of their event entries.

SCOPE Digital Agency took on the challenge of reviving the XTERRA brand within the South African sporting landscape through the use of multiple social media platforms over a 5 month period – in the build-up to the 2023 event on 21-23 January.

Translating, adapting and re-introducing this global brand to South Africa involved following a number of guidelines in terms of design, tone and execution in order for XTERRA Sa to align with the international standard.

XTERRA South Africa


XTERRA is a global lifestyle brand that champions the outdoor enthusiast in their pursuit of relentless adventure – through a series of off-road triathlons!

The community is made up of individuals yearning to explore their natural surroundings and push the limits. For them, it’s all about living life more sustainably, adventurously, and courageously!

XTERRA has spread its reach to 47 countries since its founding 2 decades ago, enabling athletes around the world to challenge themselves and explore untamed terrain.

Now XTERRA returns to South Africa for the first time since 2019 under the leadership of former elite athlete and 7 x world champion Conrad ‘The Caveman’ Stoltz.

XTERRA South Africa trail run

The Brief

We were briefed by XTERRA SA to develop a comprehensive digital marketing strategy which looked at increasing their social media presence to ultimately drive event entries for the event taking place at Grabouw Country Club.

No Facebook presence or community.
Old and disused Instagram Account.
Poor front-of-mind brand awareness due to years of absence.
Limited time for execution – 5 months before the XTERRA SA Event.
Limited Advertising Budget.
Establish, promote and launch the XTERRA South Africa brand on Facebook
Re-work and optimise the previous Instagram page to suit the new launch of XTERRA within South Africa.
Engage athletes and build a community on which the XTERRA South Africa brand can build on for the future.
Sell entries and promote the XTERRA experience through all Social Media platforms.
Target potential athletes in a niche target audience to make the advertising budget go further.
Remind and follow up with interested individuals via Email Marketing
Reignite the XTERRA community, trust and positive stigma that once was.

XTERRA Event Conclusion

The Social Media platforms played a huge role in attracting new and returning XTERRA athletes from both local and international locations. 60% of XTERRA SA event entries came through Social media platforms and our digital marketing events. 






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