How Liquid Death leverages TikTok to build its brand — Benoit Vatere // Mammoth Media

When Liquid Death wanted to launch in Target, it needed a way to drive people from its growing digital presence to retail. How did they pull it off and sell out at Target at launch? TikTok campaigns. Have you been struggling to find success on TikTok and want to know how Liquid Death did it? Listen to Benoit Vatere, CEO and Founder of Mammoth Media, as he discusses how Liquid Death leverages TikTok for brand building.
About the speaker

Benoit Vatere

Mammoth Media

- Mammoth Media

Benoit Vatere is CEO and Founder at Mammoth Media

Show Notes

  • 02:34
    What does Mammoth Media do on TikTok that other people aren't doing? And how is it helping Liquid Death?
    It comes down to a lot of testing and execution. The focus is to move people into retail from digital campaigns. Liquid Death used it to sell out at Target.
  • 05:48
    The types of influencers Liquid Death hired for its campaign
    They were all sub 1 million followers, and what worked well was the quality of the content drove views, and they did targeted boosting.
  • 07:31
    Getting the media buying vs. content creation budget mix right
    Many people focus on content creation by leaning on big creators, which increases costs. Others are spending less on content creation and more on media, but the key is the quality of content.
  • 08:56
    Is TikTok going to survive the political pressure it is under?
    TikTok has some time since its elections season but will likely come under pressure after the elections depending on who the president is. But what's important is to never rely on one platform as a brand.
  • 12:02
    How should you be thinking about and using TikTok?
    How do you create content, and what is that platform's algorithm giving more eyeballs to? Polished content may get more engagement on Instagram, while TikTok prioritizes original, non-polished content.
  • 14:31
    The unique things about TikTok content everyone should know
    It is data-rich and can help you decide quickly what works and doesn't work for your brand.

Quotes

  • "When it comes to Tik Tok, it has to be genuine content that is not polished - the difference between Instagram and Tiktok. And Instagram is this polished, marketing-focused type of content, whereas TikTok is where you'll see the content you wouldn't see anywhere else that will go viral." - Benoit Vatere

  • "We didn't focus on the size of creators, which is very important to remember. As a marketer, you have some great tools on Tik Tok, where you can amplify the content. And what matters is the quality of the content matters a lot more than the size of the audience." - Benoit Vatere

  • "Brands are starting to realize, well, those big 20, 30 million follower accounts may not be that good, or it's a hit or miss. Brands have very little control over the audience. So, some brands spend less on content and more on media, where we have much more control over where the content will appear. But that's 30% less spending on folks good at creating content." - Benoit Vatere

  • "If I'm a brand that is the same across platforms, you never want to rely on a single platform. It's always good to expect that the platform you're on may not work a year from now." - Benoit Vatere

  • "I'm watching the algorithm daily about what videos work and what don't. A big thing is the videos you create within Tik Tok compared to those you upload on Tik Tok. The videos created within tick tock will always perform much better than the uploaded video." - Benoit Vatere

  • "On Tik Tok, you have so many levers, and you have access to a lot of data which also, it's very underrated. People, brand managers, or agencies don't spend enough time in TikTok data." - Benoit Vatere

About the speaker

Benoit Vatere

Mammoth Media

- Mammoth Media

Benoit Vatere is CEO and Founder at Mammoth Media

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