Glow in Essen transforms the city into Europe's beauty hotspot - thousands of beauty fans, top artists and the biggest influencer names all in one place. For HEJ, the natural snack bar brand, it was the perfect stage to bring their message of 'better snacking' to a highly engaged, trend-conscious audience. cip marketing delivered the activation, with none other than Pamela Reif as the face of the collaboration.

The Challenge

Stand out at one of Germany's biggest lifestyle events, where every brand is competing for attention from a passionate beauty audience. HEJ needed an activation that felt authentic, fun and genuinely aligned with their natural brand values - amplified by one of Germany's most influential social media personalities.

Our Approach

• Event activation concept and on-site execution at Glow Essen
• Brand presence bringing HEJ's natural snacking message into the beauty and lifestyle space
• Collaboration with Pamela Reif as the face and voice of the HEJ activation
• Hospitality and VIP management for influencer guests and brand partners
• Consumer engagement through sampling, interaction and social content creation

The Results

• A successful, high-energy HEJ activation in the heart of Germany's biggest beauty event
• Strong reach and engagement through Pamela Reif's social media presence
• Authentic consumer connection between HEJ's natural brand and the Glow audience
• Positive brand awareness lift in a new lifestyle audience segment for HEJ