I was reading Digital Marketing News this morning like I always do and stumbled up an article called, “7 top campaigns from 2024 and the tactics that drove success.” Read it ​here​! In this blog post, I will let you know how to gain more visibility and sales with organic reach.

When you think of a $1.8 billion brand, your mind might jump to traditional ads or massive paid campaigns.

But Liquid Death, the edgy canned water brand mentioned in the article, proves that you don’t need a hefty ad budget to dominate your market. Their secret? Content marketing and unexpected collaborations.

From a corpse-paint line with E.l.f. Cosmetics to a $68,000 casket cooler with Yeti, Liquid Death has mastered the art of staying in the conversation.

The result?

• 250+ million social impressions for the E.l.f. collab.
• Sold-out products like their Van Leeuwen ice cream in just seven hours.
• All while spending next to nothing on traditional paid media.

This unconventional, buzz-worthy strategy isn’t just for beverage brands.

If you’re selling digital products—printables, e-books, spreadsheets, courses, POD, or self-published books—you can take a page out of their playbook.

What Can Digital Product Sellers Learn?

1. Be Relatable, But Unexpected: Like Liquid Death partnering with a cosmetics brand, think about unexpected partnerships in your niche. Could you collaborate with another email marketer, podcast host, or another creator with an overlapping audience?
2. Create Share-Worthy Content: Their wild campaigns thrive on social media reactions. Could you turn your product into something entertaining or shocking enough for your audience to share? Think behind-the-scenes stories, humorous takes on your niche, or bold statements that spark conversation. Viral content is usually out-of-the-box that has been seldom done before or never done at all before.
3. Leverage Organic Reach: Instead of relying on paid ads, focus on creating consistent, compelling content. From blog posts to Instagram Reels, showing up regularly with value (and personality) keeps your brand top of mind. I don’t rely on ads myself but 100% organic reach on Google, Pinterest, Flipboard, Instagram, and other social media. I also join summits and bundles quite often!
4. Play the Long Game with Creativity: It’s not about a single viral moment—it’s about consistently creating “small wins” that build momentum. Can you repurpose or reimagine what’s already working in your content strategy?

Why It Works

Liquid Death knows their audience deeply and focuses on engaging them in fun, unexpected ways.

As a digital product seller, your unique voice and creativity are your biggest assets.

When you lean into them, you can drive visibility and income without competing on ad spend.

Your Action Step: Take a moment today to brainstorm: What’s one “out-of-the-box” idea you could try to spark curiosity about your product? Please comment below or send me an email at becky (a) coachbeckybeah.com!

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