Liquid Death Instagram
AboutThe task was to create five pieces of social media content for a business that pushed people to engage with the company in ways that are not overt advertisements in the eyes of a consumer. This means no blatant product pushing, but creativity in showing moments within social content. It was required to match the business’s branding and current use of social media, expanding upon their identity. The business I chose to represent is Liquid Death, a water and beverage brand.
ADOBE PHOTOSHOP, AFFINITY DESIGNER
BUSINESS RESEARCH
Liquid Death is a company that sells water in aluminum cans. They want to stop plastic pollution by selling water in recyclable aluminum cans and shifting the humorous marketing culture from unhealthy foods to companies that benefit society.
WHAT IS THE COMPANY?
Liquid Death has distinct sectors within its target audience. First, their social media use is humorous and aimed at Millennials and Gen Z. Second, their company’s core values center on sustainability, so their target audience is anyone interested in eco-friendly practices. Next, their brand aesthetic visually caters towards more grunge, goth, and metal people. Their main target audience is anyone who drinks water, because they want to substitute cemented water bottle practices.
WHO IS THE TARGET AUDIENCE?
Liquid Death’s marketing is very eccentric in its visual imagery. The brand often uses atypical goth and grunge pictures to reflect itself and utilize the shock value to reach more people on social media.
WHY INSTAGRAM?
POST 1
POST 1 OBJECTIVE
This post uses shock value and sexual innuendos to grab viewers and subtly promote their new mini cans, but the main objective is to grab consumers’ attention with the ‘dirty’ implication. The humor within the post makes consumers want to come back to Liquid Death’s social media more for entertainment purposes.
POST 2
POST 2 OBJECTIVE
This Instagram post uses visual shock value, fitting the brand's grunge aesthetic with goth makeup. It is both visually different from typical business advertisements and promotes their product. It also features company hashtags to interconnect their content with other parts of the Internet and a quirky call-to-action caption.
POST 3
POST 3 OBJECTIVE
Post 3 promotes a fake plastic water bottle product for Earth Day, which humorously engages people, as the purpose of the company is the death of plastic bottles. It’s a spoof advertisement, playing off their own brand image of sustainability with purposefully outdated graphics and fonts to convey their satire.
POST 4
POST 4 OBJECTIVE
This post engages with fans because it takes a ‘fan’ comment and displays it, showing they follow along with who engages with their product and content, whether positive or negative. It also utilizes humor through the sticker, post location, and caption to cleverly spin around the hate comment into something entertaining.
POST 5
POST 5 OBJECTIVE
Post 5 conveys on social media that they know their target audience. By selling fake DNA of Metallica’s James Hetfield, they are engaging and interacting with metal music and Metallica fans. It again brings in humor with the absurdity of the product, catching the attention of viewers by contrasting with majority of other social content on Instagram.