Creator Marketing Spotlight: Celsius Powers Up Earned Media Value

Energy drink Celsius was in the news a bit this week after a disappointing third-quarter earnings report, with the brand apparently working through some inventory adjustments. But according to CreatorIQ, Celsius has seen notable growth in the social media realm over the last few years, suggesting continued momentum and a creator marketing strategy that is working. 

• Earned Media Value (EMV), community size and content volume have exploded as the brand has leaned into cross-market, cross-platform partnerships: In 2020, Celsius secured under $50 million in EMV. By the end of 2023, it raked in nearly $200 million in EMV. 
• One key to this success is how Celsius leverages different kinds of creators, including partnerships with Jake Paul, comedian/podcaster Theo Von and NASCAR driver/model Toni Breidinger — with the latter ranking as Celsius’s top EMV-driver of 2024 so far. 
• The strength of its community can be seen from EMV data around the brand’s top hashtags. #CelsiusLiveFit and #CelsiusBrandPartner have generated $29.5 million and $25.7 million in EMV, respectively. And the hashtags #159359 (associated with Theo Von) and #JakePaul have outpaced #Celsius itself for brand EMV, what CreatorIQ says is “a clear sign of a thriving community.”