How does Liquid Death keep doing it?
Let's take a look inside the brands social brilliance
I’m heading to Las Vegas next week for ANA’s Creator Marketing Conference, so if you will be in town please shoot me a note to meet up in person.
We are hosting a very unique gameshow panel on Wednesday to close out the show and a marketers dinner Monday evening to kick it off, so plenty of fun activities to report back on.
But on to our topic du jour.
Liquid Death has quickly become one of the most admired social brands on the planet. Their name is typically said right after Duolingo when you ask marketers who is doing it best.
So what is their secret?
Katie Hicks wrote a great piece in Morning Brew that breaks down Liquid Deaths social strategy according to their SVP of marketing Daniel Murphy
In it she talks about how Liquid Death has a writers room, hires comedians and thinks humor first with everything they do.
So I think we pretty much just answered the question in one sentence on why they are having so much success as a brand 😉
And as an aside I think it's funny how people talk about the writers in Hollywood being doomed and replaced by AI
When in reality I would go out on a limb and say that writers are going to be the most valuable hires in the next decade
Because every brand under the sun is now a production company as much as a manufacturer
And the people who dream up the content (the writers so to speak) are the one's powering the entire brand
But I digress. Let’s get back to Liquid Death and take a look under the hood of the brands social…
👉 The brand has over 14 𝐌𝐈𝐋𝐋𝐈𝐎𝐍 followers across TikTok and Instagram which is incredibly rare for any brand let alone a water brand
👉 They think humor first and understand that they are competing with the feed, not the competition
👉 Everything they do is to satirize advertising because people hate ads
👉 They keep their in house team tight - they can "fit in an SUV, legally"
👉 They hire professional comedians and run weekly meetings like writers rooms
👉 They think in terms of fewer bigger better, focusing on creating notable content a "handful of times a month" while keeping the bar high
👉 This year they are committed to experiment with affiliate and TikTok Shop
Now anyone can say these things, but if you look at the track record of this brand it's actually jaw dropping 🤯
Here are just some of the swings they've taken, and all have hit:
📍Kegs for pegs
📍Casket coolers
📍Fighter jet giveaway
📍Skateboards infused with Tony Hawk's blood
📍Pit diapers
📍Small cans
📍Official iced tea of Arizona
📍E.L.F. BEAUTY collab
📍Van Leeuwen Ice Cream collab
That's an insane list of singles, doubles and home runs for one brand
Everyone can take a page out of this book
The question is will you⁉️
👀 Stories to keep an eye on
ByteDance launches new generative AI video tool called Seedance 2.0: Seedance can create videos (currently 15 seconds or less) based on short text prompts. It’s similar to Sora but many say with higher quality outputs. It’s definitely scaring the hell out of creators & filmmakers, but facing some serious legal IP questions.
Crocs is getting into microdramas: Microdramas are all the rage, and brands are now diving in head first. Crocs joins many others (I still love Bissell most) - now let’s see how it performs
Explicit ad disclosure using #ad is not associated with lower engagement:
Apparently the ad disclosure that all brands fear doesn’t have the negative impact many perceive. Research published by HypeAuditor in partnership with the Influencer Marketing Trade Body shows that the opposite may be true.
The NBA assembled a small army of over 200 creators to join the all star game: Just one week after the Super Bowl, the NBA was not to be topped in their annual all star game. Creators were absolutely everywhere, from live broadcasts to in-arena programming to on-court competitions and more.
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