8:08Brand Strategy: How to Test if a Product Will Sell Before Actually Creating it | My First Million
From My First Million · Published Jul 5, 2020 · Watch on YouTube
TL;DR
The founder of Liquid Death launched the brand on social media a year before having any product, using a $1,500 video and ~$3,000 in Facebook ads to prove concept. This generated 3M+ views, more Facebook followers than Aquafina, and unsolicited distributor/retailer interest—which he then used to raise a friends-and-family round to cover the minimum production run (~250,000 cans, costing ~$150-250K
Key insights
- The founder knew investors would reject the "Liquid Death" idea (negative name, expected retailer resistance) so he used social media to derisk the concept before seeking funding.
- Facebook alone (not Twitter or Instagram) was used for the initial test; paid media spend was ~$3,000.
- Within three months, the brand had more Facebook followers than Aquafina and the video had 3 million views.
Want the full analysis - every claim cited to the second it was said?
This page only shows a teaser. Sign up to chat with the complete, cited breakdown of "Brand Strategy: How to Test if a Product Will Sell Before Actually Creating it | My First Million".