Nona x Celsius: Refreshing Energy, Redefined

As the digital landscape continues to shift, with platforms like TikTok reshaping how younger audiences consume fitness content, Celsius recognized an opportunity to connect more deeply with their target demographic. In Q2 2024, the brand partnered with fitness and lifestyle creator Nona Bayat, an exclusive Nowfluence talent, to roll out a campaign rooted in authenticity and platform-native content.

Rather than relying on recycled formats or generic sponsorship plugs, the campaign leveraged TikTok’s native trends and Nona’s relatable, aspirational approach to fitness. Her “hourglass illusion” workout video in June became a standout moment, organically pulling in thousands of likes and driving strong engagement within the health and fitness community. The campaign highlighted the importance of not just picking the right influencer—but understanding where their voice carries the most weight. Through this collaboration, Celsius deepened its TikTok presence and showed that smaller viral wins on the right platform can yield long-term impact.

Challenge

In the hyper-competitive fitness influencer landscape, Celsius needed a way to stand out and engage audiences where they were most active. The challenge was not only finding the right influencer—but finding the right platform for high-impact visibility and performance.

Solution

Through Nowfluence’s exclusive talent pool, Celsius engaged Nona Bayat from April to June 2024. The campaign aimed to highlight Celsius’s core value—natural energy for performance—through creative content that fit organically within Nona’s feed.

Execution

Nona’s campaign consisted of:

• TikTok videos showcasing workouts and lifestyle moments

• Instagram Stories and Reels that integrated Celsius naturally

• A highlight moment in June with her viral “hourglass illusion” workout clip on TikTok

This short-form, fast-paced content style aligned perfectly with TikTok’s algorithm and Nona’s audience expectations.

Results

• Nearly 8,000 likes on the standout TikTok post

• Strong engagement in the comment section with fitness and product-related questions

• Reinforced Celsius as a go-to energy drink for active, health-conscious users

• Expanded Celsius’s reach on TikTok, a key growth platform for Gen Z and fitness-minded users

Conclusion

Nona Bayat’s collaboration with Celsius shows the value of platform-first thinking. While both TikTok and Instagram were part of the mix, it was TikTok where the campaign found its rhythm. With Nowfluence’s help, Celsius successfully targeted their audience where it mattered most, generating both influence and interaction.