Death Wish Coffee
How a few dozen assets earned over 6 Million organic views and an outpouring of brand love.
THE ASK
As a well-loved brand trying to grow from cult favorite to household name, Death Wish Coffee Co. needed to nail their grocery store audience on social. They came to us to help them warm up a new audience without compromising their brand identity.
THE CHALLENGE
While they needed to grow beyond their core audience and appeal more widely, Death Wish couldn’t just chuck their authentic personality and be another weak coffee brand. We had to create content that wouldn’t alienate the edgy loyalists or scare off a new audience who may be less into skull tattoos.
THE APPROACH
Organic social gave us the opportunity to tap into the brand’s values in unexpected new ways. With a deep understanding of the platforms themselves, we developed a content strategy that could win over the audience and the algorithm — episodic, personality-driven stories that felt more like entertainment than ads.
Creator marketing was a huge piece of our organic growth strategy. But to expand the Death Wish reach exponentially, we had to do more than just hand over the reins to great content makers. With a mix of creator collaborations and in-house productions, we built a content universe for bold souls of all kinds.
Rebel Recipes
Creator-driven recipe content brought a different flavor to the feed, and gave our audience a new imagination for how to use coffee in just about everything.
Fearless Creators
Bold souls are in the driver’s seat, chasing world records, home on the range, and lighting up the world. We found them all, and worked together to find authentic ways to incorporate the brand into their stories.
IMMORTAL MASCOTS
We worked with talented artists to create characters like Vlad, the vampire from the valley, who lives for his coffee. Thanks to huge audience engagement and some serious algorithm love, we turned Vlad into a series. He went on dates, did stand-up comedy, showed off his home, and had a bunch of other adventures that didn’t suck.