Kiki x Celsius: A Collaboration That Sparked New Energy

In a time when the fitness influencer space is brimming with creators and cluttered content, Celsius set out to break through the noise—not just by working with the right talent, but by choosing the right platform strategy. Their collaboration with Kiki (@mariavictoriatg), an exclusive Nowfluence fitness influencer, marked a standout campaign in Q3 2024. With a carefully orchestrated presence across Instagram and TikTok, Kiki seamlessly integrated Celsius into her workout content, aligning perfectly with her audience’s expectations for wellness-driven, authentic content.

What truly set this campaign apart was a viral moment in August—a high-impact Instagram Reel featuring an upper body workout—that skyrocketed engagement, reaching over 11 million users and delivering an overwhelming brand lift. The result wasn’t just a successful influencer campaign—it was proof that when storytelling, platform, and brand align, viral moments can become brand-defining milestones.

Challenge

With a saturated fitness influencer market, standing out is more difficult than ever. Celsius needed to ensure their investment went beyond visibility to spark meaningful engagement—especially in a space where creators often compete for the same followers.

Solution

Celsius partnered with Kiki exclusively through Nowfluence. The campaign emphasized Kiki's organic connection to fitness and wellness, featuring Celsius as a natural part of her workout and lifestyle routines. The strategy: leverage multiple content formats across Instagram and TikTok while keeping brand placement seamless.

Execution

Running from July to September 2024, Kiki’s campaign featured:

• Instagram Reels and Stories
• TikTok fitness content
• Strategic Celsius product integration within workout routines

While visibility was achieved across both platforms, the standout moment came in August when Kiki posted an “upper body” Reel that caught fire. The post went viral, driving massive traffic and interaction.

Results

• 11.4 million likes on the viral Instagram Reel

• 400+ shares, with significant comment and save engagement

• Boosted Celsius’s visibility in the fitness and wellness community

• Reinforced Kiki as a credible and influential voice for fitness brands

Conclusion

The Kiki x Celsius partnership demonstrates that when influencer-brand alignment meets the right platform strategy, the impact goes beyond reach—it delivers cultural relevance. With the help of Nowfluence, Celsius didn’t just secure content—they created a viral moment that resonated deeply with their target audience.