Moving
Brands
Forward

Industry Beverage

0 //
Chapter 00 Overview

CAMPAIGN + CONTENT

CELSIUS Pt 2

What keeps you going? We set out on a journey to eight different cities in eight consecutive months on a nationwide campaign working closely with 100 well-known influencers in the fitness community spreading the Live Fit Lifestyle.

00 // Overview

What do you live for?

The Problem

Originally, CELSIUS came to Movetic for a website overhaul, but after we flew out to Miami to dive deeper into their brand, we uncovered something larger and more exciting than we could’ve ever anticipated. With the steady rise in health-conscious consumers and an uproar of energy-drink competitors, CELSIUS needed a big-picture idea centered around their core customers and was both different and unique. They needed a plan to increase brand awareness in both select and diverse markets across the country to ultimately gain more market share in the energy & beverage industry.

 

 

 

The Approach

Soon after our in-person meeting, our big picture idea turned into a tactical strategy. We developed a national strategy based around the CELSIUS tagline, “Live Fit”. This tagline communicates the brand’s lifestyle transforming CELSIUS into a fitness-forward and motivational platform. We created a multifaceted content plan for the campaign where we traveled to eight major U.S. cities capturing photography and videography. Our goal was to capture the essence of the city and the active lifestyle CELSIUS represents in one unified and consistent impactful campaign. We also personally want to thank Modifly for assisting with the influencer process and Steven Borja for videography editing.

chapter 01

chapter 01

Photo + Video

CAMPAIGN

Each month, we worked with influencers and brand ambassadors at either athletic-specific venues, fitness gyms, and studios, as well as at major city-specific landmarks. Throughout this campaign, we developed strong connections and partnerships while simultaneously creating unique photo and video content so everyone could use, post, and promote the CELSIUS “Live Fit” lifestyle on their social media channels.

chapter 1.1

LIVE TO CAMPAIGN

  • // CAMPAIGN GUIDELINES
  • // PHOTOGRAPHY
  • // VIDEOGRAPHY
  • // SOCIAL MEDIA ASSETS & STRATEGY
  • // MESSAGING

Diving deeper into CELSIUS’s tagline, Live Fit, we created the “Live To” campaign to pay homage to their brand DNA while carrying one city-specific belief. From the daily hustle (New York) to exploring the outdoors (Colorado) and all in between, we worked with over 100 fitness and athlete-specific influencers throughout the Nationwide campaign. The content produced was created to inspire action, motivate individuals, and was tailored to each influencer but all tying back to what they live for in each city — one sport, activity, or passion at a time.

1 // 7

Awards and Statistics

The Results

American Advertising Awards (ADDY's)
Silver - Regional - Photography
Award
CELSIUS
American Advertising Awards (ADDY's)
Gold - Color Photography
Award
CELSIUS
American Advertising Awards (ADDY's)
Bronze - Social Media Campaign
Award
CELSIUS
Year Type Organization Description Project
2020 Award American Advertising Awards (ADDY's) Silver - Regional - Photography CELSIUS
2020 Award American Advertising Awards (ADDY's) Gold - Color Photography CELSIUS
2020 Award American Advertising Awards (ADDY's) Bronze - Social Media Campaign CELSIUS

8

Major Cities we worked in

100+

Influencers across the U.S.

1,834

Total Amount of Delivered Photos

16

Total Amount of Delivered Videos

1,435,448

Total Impressions

3,431,188

Follower Amount for combined Influencers

Go Ahead, Keep Going.
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