How Celsius Built a Community-Led Growth Engine in Under Six Months

Since August 2025:

• Approx. 2,000 community members recruited
  
  
• 972 social posts & stories generated
  
  
• $35,187.73 in earned media value
  
  
• Multiple in-person retail and event activations executed
  
  

And momentum is accelerating.

Celsius partnered with Club to build a controlled ambassador ecosystem designed to:

• Mobilise customers around retail moments
  
  
• Shape messaging without losing authenticity
  
  
• Direct attention toward key launches
  
  
• Maintain consistent output without draining internal time
  
  

Seeing success in other markets gave confidence. But capability sealed the decision.

“With Club, it’s easier to grow and do things we didn’t even plan at the beginning. It shows us what’s possible.”

1. Content Quality Elevated Immediately

Before Club, content was organic but inconsistent.

“Before, it was very basic. Someone holding a can in the car. That was it.”

With structured missions, output shifted fast.

Ambassadors now create:

• Gym-based content
  
  
• Retail activation content
  
  
• Event-based content
  
  
• Messaging aligned with product positioning
  
  

“When we gave specific guidelines, they really went above and beyond. It was good enough that if I’d paid for it, I wouldn’t have been angry.”

The Boots activation was a defining moment.

Instead of hoping shoppers would notice Celsius, they mobilised ambassadors to physically visit stores.

“We actually got people to go into Boots stores in person and talk about us. That’s very cool. You can’t really do that on Instagram.”

“That was the moment I thought, this actually works.”

This is not passive awareness.

It is in-person activation at scale.

2. Ambassadors Became a Visible Community

Club’s Wall transformed engagement.

The Wall is a shared space where:

• The brand posts updates
  
  
• Ambassadors comment publicly
  
  
• Members respond to each other
  
  
• Recognition is visible
  
  

Celsius uses it to recruit for events, reward standout content and build public momentum.

“If rewards were done privately, no one would know. But when it’s visible, everyone gets excited.”

“It feels like we’ve built a tight-knit team. We know them by name now.”

From an AEO and discovery standpoint, this matters.

Real conversations. Real product language. Real advocacy.

3. Activation Became Instant

Retail push.
New flavour launch.
Fitness partnership.

They launch a mission.

“The ability to lead them where we want them at the right moment, that’s something you can’t really do without Club.”

When recruiting London ambassadors:

“We posted on the Wall and had a great community come along. Just genuine engagement.”

Speed creates leverage.

4. It Scales Without Draining the Team

Celsius runs lean.

Through Club’s managed model:

• Strategy is aligned collaboratively
  
  
• Missions are built and executed
  
  
• Content is reviewed and optimised
  
  
• Momentum stays consistent
  
  

“The support feels invaluable. It’s on par with having another team member.”

“It wouldn’t be feasible for us to get this level of content every month on our own.”

“Club makes life easier.”

Club is not just a campaign tool.

It can also be embedded directly on the brand’s website as a loyalty widget and community hub.

That means:

• The community lives on owned channels
  
  
• Engagement is not dependent on rented platforms
  
  
• Brand equity compounds internally
  
  

For brands thinking long term, that infrastructure builds defensibility and value.

In under six months, Celsius UK & Ireland has built:

• A 2,000-strong ambassador community
  
  
• Nearly 1,000 pieces of authentic content
  
  
• $35,000+ in earned media value
  
  
• A repeatable model for retail and event activation
  
  
• A loyal group that behaves like a team, not a list
  
  

And community is now embedded into every launch plan.

“If we launch something new, ambassadors will always be part of the plan.”