Setup facebook leads forms to gather emails from those most engaged and met the targeting criteria (mostly geo). Very specific targeting to help ensure we were getting interest from people that would\could buy rather than just the organic lift from the content.
Threw about $300 behind the A\B winner. A\B tested those two videos with a small dollar amount (I think it was $50) and picked a winner. These were basically gopro videos of these people doing the thing we wanted to bring to our area in the US. (Yes, we got permission from the creators). Repurposed two clips from youtube for this activity. I did similar in 2019 for one of my businesses as a first step to validate an idea\concept that existed elsewhere in the world, but missing from our local area in the US. Imma pat myself on the back here which I don't do very often. "But before the water was even available, Mike produced their first commercial for $1500 & spent $3000 on Facebook ads to see if there was any demand.4 months later, the video has 3 million views and their facebook gained 100,000 more followers, putting it ahead of Aquafina." If this interested you, I write more about topics like this in my newsletter Don't Be Boring to help brands escape competition and become the first choice in their niche. These beliefs give Liquid Death a more distinct personality that separates them from the boring brands who only talk about the features of their water. The top brands sell a purpose beyond profit.įor Liquid Death, it’s making hydration cool and promoting sustainability through #deathtoplastic.
Liquid death creator how to#
You’ll know exactly what to build, how to create the message, and see if it measures up to your own standards. When you build for yourself, it’s easier to build, market, and validate everything because you’re satisfying your own itch. A heavy metal rocker might seem like a small demographic to cater to, but they’re a passionate group that’s big enough to get them to $700M. “If you build for yourself, you’ll always have product-market fit.” - NavalĬessario created Liquid Death for people like himself. Every other water brand had nothing that separated them from the rest, but Liquid Death doesn’t even look like a water brand at a first glance. In Liquid Death’s case, it was the absence of branding and culture that Cessario capitalized on. This could be ignoring certain demographics or not putting in highly requested features. Key takeaways for your brandĮvery industry has big players that seem like they have all the market share, but they often overlook something that you can take advantage of. They’re selling a new idea, which is making hydration cool and sustainability punk. Like most cult brands, they’re selling more than a product. Selling more than just waterĪt first, people thought the brand was a gimmick of expensive water for punk kids, skateboarders, and heavy metal rockers to pay a premium just because it comes in a tall can with a skull on it.īut Liquid Death wants to create a “human brand” that people can relate to and laugh with. When coming up with marketing ideas, the team asks themselves “what would be the dumbest thing we can do for this?”įrom turning the hate comments they received online into a ‘greatest hates’ album to casting p*rn stars for commercials, Liquid Death did things a legacy water brand wouldn't even think of doing.
Most water brands just talk about boring, hippy stuff like quality, nature, purity, blah blah blah.Ĭessario knew the power of branding & positioning from day one, so he came out with water that looks like an energy drink or beer can that you would see at a college party. We don’t have $300 million to throw at something, so every piece of marketing that we make has to be interesting or entertaining so people organically spread it.” Give a boring product awesome brandingĪll the most interesting ads are for junk food, alcohol, and energy drinks, but healthy stuff is generally marketed to yoga moms. “We’re not going to have Coca-Cola or Pepsi-like budgets to spend. In 2018, former Netflix director Mike Cessario started the canned-water brand with a tagline - "murder your thirst.”īut before the water was even available, Mike produced their first commercial for $1500 & spent $3000 on Facebook ads to see if there was any demand.Ĥ months later, the video has 3 million views and their facebook gained 100,000 more followers, putting it ahead of Aquafina.
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