“In their case, Facebook and Instagram are great channels of acquisition for the content they have,” said Sharma. The key to making that strategy work, per Sharma, is to optimize your distribution. “Liquid Death is a perfect example of a brand that would excel on Facebook thanks to their story, their messaging, and their branding.” Liquid Death’s meteoric rise in just three years makes the. “A lot of good advertisers these days focus on content that also gets its own virality and shares as a bi-product of their ads,” said DTC strategist and consultant Nik Sharma. Collectively, investors have pumped about 195 million into Liquid Death, valuing the brand at 700 million, Cessario said. To do that, Liquid Death took an “R-rated” approach to its content, making an animated spot in the style of a violent Adult Swim cartoon or a video of a woman pitching water as dangerous rather than just In building the brand Cessario, a former creative director who worked for Donor, Trailer Park and VaynerMedia, focused on content that could go viral organically. (The company declined to share specific sales numbers.) “From a sales perspective, with all that press out there, it was the best week we’ve had by a long shot even though half of it was probably negative,” said Cessario. That week, following the BI article, was the best in overall sales the company has had to date, delivering five times its typical weekly sales. Following its most recent round of funding, $1.6 million from Science Inc., the company has started to use some of the VC incubator’s in-house resources for media buying. (The company declined to share how much it spends on media.) Much of its work has been done in-house but the company recently started working with independent creative shop Party Land. The other 10% has gone to Google and Amazon for search. Since its official launch this past January, the company has spent 90% of its media dollars on Facebook and Instagram. “In Liquid Death’s small 7-11 test outside Detroit, they are consistently outselling every premium water brand, and doing it without any discounting and without any in-store signage,” per a representative for the brand. “Water that looks like a beer is perfect for someone who wants to have water at a bar,” said Cessario.Įarly retail results are positive. Liquid Death is already working with alcohol distributors like LA Distributing, Dynamo Distributing in Texas, and both Atlantic Distributing and Wade’s Distributing in New England, which puts it in liquor stores and bars in those areas.
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