Hate Comments Generate Sales
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A story about how Liquid Death created a viral marketing campaign by turning social media hate comments into a metal album.
"We released a Liquid Death vinyl record recently. In less than 2 weeks, we sold 700 vinyl records, which is more than most metal bands actually sell when they release a record on a major metal label. We took social media hate comments and made them the lyrics to this metal album.
We hired a friend of a friend, Gus Rios, who's an incredible metal musician. He wrote and recorded the whole album. His buddy mixed the album, and his buddy also mixes stuff for Justin Bieber and other artists. We made a commercial for maybe $2,000 using stock footage, and my wife edited the video.
The entire project, including printing the vinyl, cost us $12,000. We already made all our money back and more. I can't tell you how many eyeballs that got Liquid Death from people reposting the album, sharing the album, and talking about it."
Mike Cessario
Founder and CEO of Liquid Death, a non-alcoholic beverage brand started in 2017. Vayner alum with expertise in marketing and branding, focusing on creating entertaining and engaging content.
Emphasizes creativity and non-traditional marketing strategies, treating marketing like a product worth paying for. Successfully built Liquid Death into one of the fastest-growing non-alcoholic beverage brands, securing $299.31 million in funding to date.