Celsius is a globally successful company in the energy drink sector. With a strong focus on delivering energizing products that promote an active lifestyle, Celsius has established itself as a popular choice for consumers worldwide.
For the launch of Orange Rush, Celsius wanted to do something different to create a big buzz around the new flavor release. Original brief had a single main focus - make creative channel choices and stand out.
STRATEGY
Celsius has a primary target group that is between the ages of 18-24, which made Snapchat as a channel in general and its various functions in particular an obvious choice to drive engagement with the younger target group.
Snapchats broad functionality where we could work with both video and lenses was crucial in giving us an edge for both reach and engagement. For the video format, we used a "fake Celsius landing" in a well-known square and a crazy branding video with the same theme song as in the lens to create recognition.
We aimed to explore something new while ensuring we connected with our target audience through channels where we have strong daily reach and opportunities for meaningful engagement. The strategy included using all of Snapchat's functionality to utilize all objectives and create a high level of engagement within the target group.
RESULTS
Out of just over 200,000 profiles reached (over 50% of the Finnish population 18-24) we generated almost 93,000 shares (46,5%) which is a very large amount based on the audience reached.
"The AR lens for the Orange Rush campaign was strategically crafted to boost engagement for Celsius' new product launch. Our prior campaigns had shown a strong tendency for the 18-24 age group to over-index in terms of engagement on the platform. Recognizing this opportunity, we decided to amplify our efforts by increasing placements aimed at this demographic. The results exceeded our expectations: not only did we achieve significant reach within our target audience, but we also saw remarkable levels of engagement, proving the success of our approach."
