📦 The Final Sip 💦
May 21, 2023
Content Tag


Saturday, February 26, 2022

We see your NYT Wordle and raise you a Liquid Death Wordle. 👀

In this newsletter, you’ll find: 👇

☠️ Brand Breakdown Part 4: Liquid Death (social media)

🔥 How to tackle and streamline your TikTok creator campaigns with #Paid

👆 A guide to level up your first-party data with Black Crow AI

A great brand voice is consistent across all channels, and that includes each social media channel too.

For the last part of our breakdown of Liquid Death, we’re looking at how they carry their edgy, funny brand voice across Twitter, Instagram, Facebook, and TikTok.

Tl;dr—they’re doing a killer job (pun intended).

Read till the end to access exclusive DTC swag. 😎

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Does your packaging qualify as cool wall-decor?

How many times have you seen a Lululemon bag be used as a lunch bag? Or shoe boxes used to decorate collectors shelves?

This is a photo of a teenager's wall filled with Liquid Death packaging. 👆

Mike Cessario, CEO and Co-Founder of Liquid Death says their strong cult-like brand loyalty stemmed from treating their marketing as a separate product than their water.

He posed, “how much money might someone pay for your empty packaging simply because of how interesting it is? Would they hang it on their wall?” Even if the answer is a very small amount, Cessario thinks your brand is stronger than most others.

Is it time to reevaluate how you look at your branding? 👀


Bye, bye tab overkill, hello organized creator campaigns

Ready to tackle creator marketing on TikTok? Good plan. 👍

What’s not such a good plan is using a bunch of separate apps, DMs, and email chains just to get the ball rolling.

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With #paid, you can say toodle-oo to the days of hopping from platform to platform to connect scattered data together on your own. Instead, see your progress and feedback all in one place.

Yep, closing those 14 tabs is gonna feel so good.

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💬 Twitter

Liquid Death’s Twitter voice aligns across ads, emails, and website content, following the same hilarious takes on death, religion, and plastic.

While most of their Twitter content features random writings and jokes, they sometimes promote their products.

They do a great job engaging with fans by retweeting their content and responding. More brands should spend time doing this as it helps nurture a relationship when you show customers that you see and appreciate them.

We wouldn’t suggest Liquid Death get too promotional on this channel (they’re already doing a great job with Twitter), but it may be helpful to share a few more Tweets about their products to drive conversions.

👋 Facebook

On Facebook, Liquid Death regularly reposts from other accounts. The brand gets a lot of organic UGC, and they know how to use it well.

Engaging with customers by repurposing their UGC shows appreciation and will encourage them to keep sharing.

For some of these posts, Liquid Death spins the original story to be about themselves, which is a brilliant way to be more promotional than they are on Twitter without coming off as outright salesy.

They share meme-style content, which is perfect for the channel because memes are still super popular on Facebook. They also pull some screenshots from their funny Twitter posts. We recommend they use more of these screenshots for Facebook.


It's time to make your first-party data work for you

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Black Crow AI has compiled must-read tips from leading DTC marketers on getting the most out of your first-party data, including:

  • Tips on getting more out of your Facebook prospecting and retargeting campaigns
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🤳 Instagram

Liquid Death cross-posts to Instagram and Facebook.

This isn’t always common practice, but it does work because a lot of their Facebook content is visual enough for Instagram and vice versa.

Liquid Death could do a few different types of content on Instagram, such as promoting more of their products and merch.

Every once in a while, they’ll share screenshots of their Twitter content.

We recommend doing this more because it’s a trendy way to repurpose what they’re writing on Twitter.

Plus, Liquid Death’s Tweets are super funny and on-brand; the Instagram audience would enjoy them too.

They do an incredible job at handling customer support. They have quick responses, lead with sympathy, add humor, and end the message with action (that they’ll message the customer to sort out the issue).

🎶 TikTok

Here’s one reason we love Liquid Death’s TikTok account: It’s not often that Liquid death actually posts their own content.

Okay, hear us out.

Liquid Death relies mostly on reposting videos from fans. While some social media experts may not advise on only reposting, for Liquid Death, it works well for two main reasons:

  1. It shows appreciation for the Liquid Death customers that are sharing this content in the first place.
  2. It’s a great way to use TikTok as a space for the Liquid Death community to engage with each other and show off their content.

Check out this video where the creator got pulled over for drinking a Liquid Death while driving. 👇

Liquid Death’s content is on par with the rest of TikTok, featuring trendy videos that could go viral. And some do.

That’s a wrap on our Brand Breakdown of Liquid Death. ☠️ To summarize:

Liquid Death is the embodiment of what it means to unify and perfect your brand voice. Their content is entertaining, outside of the box, and unlike any other. 🤣

From their ads, their emails, their website, and social media the push is always to sell an experience.

It goes to show that if you market well, you can create a following of people that support and love what you do.

What was your favorite tip or learning you got from the series? Reply to this email and let us know!

Catch you next Saturday, get cozy. 🤫


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🐶 40% Repeat Purchase Rate (Without Email) and True Meaning of Product-Market Fit with James Petrellis from Mighty Munch.

🥣 Mascots in the Metaverse: How to Make NFTs Work for Your DTC Brand with OffLimits CEO Emily Elyse Miller.

🦷 Tend Merges Dentistry with Hospitality and Disrupts the $300B Space with Matt Fitzgerald.

💄 Youthforia's Fiona Co Chan Creates an Organic TikTok to Amazon Pipeline.

Don’t forget to rate the DTC Podcast  on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Tina Donati and Rebecca Knight. Edited by Claire Beveridge.

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