XNRG - Social Media Case Study

As part of our work with XNRG, we were brought in to develop a full social media strategy that would give structure, purpose and momentum to the brand’s digital presence. While XNRG is a well-established name in the endurance event space, their approach to social had become functional and sporadic, often operating as a last-minute noticeboard rather than a consistent channel for growth or engagement.

The challenge wasn’t to take over their social media management or run campaigns directly, but instead to provide a consultancy-led approach that gave their internal team the tools, confidence and clarity to drive results in a way that suited their resources.

We began by defining a clear strategic framework built around the role of social in XNRG’s business: not just to inform, but to inspire participation and grow a sense of belonging within their community. A business that prides itself on community, the opportunity was ripe to help drive against their core business objectives. We structured the strategy around three central pillars — inspire, inform, and include — allowing content to ladder up to broader business objectives, from brand building to participation uplift.

We carried out a full channel audit, analysing performance, engagement patterns, audience behaviour and tone of voice consistency. From there, we refined the role of each platform and suggested optimised content formats and cadence per channel. Facebook was reframed as a space for community updates and logistics, while Instagram Reels and TikTok became vehicles for emotion and experience. We introduced a LinkedIn approach that brought the team and partners into the brand narrative, aligning with longer-term partnership goals.

Beyond structure and platform strategy, we developed a series of always-on content ideas that were easy to execute and aligned with the brand’s capabilities. These were designed to be low-lift but high-impact: real stories from runners, behind-the-scenes content, useful training checklists, and UGC-driven campaign strands.

We also helped define a clearer tone of voice for the brand: calm, grounded, and knowledgeable. This was documented in a way that could be applied to both static posts and more informal short-form video content, ensuring consistency across touchpoints.

The final strategy was delivered in a comprehensive but accessible format — a presentation designed to be actionable. It included a month-by-month content calendar and priority recommendations to help the team know where to start. The result was not just a strategy, but a system that allows the team to build consistency, drive engagement and evolve their presence in a way that aligns with how the brand shows up in the real world.