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This Week’s Growth Hack:

🐊 Alligator Marketing

This past week, I fell headfirst into Doechii’s new album Alligator Bites Never Heal and then after learning she just won Best New Artist at the Grammy’s … I proceeded to spend the rest of my night dissecting her entire launch strategy like it was a viral Super Bowl commercial.

I gotta say, this wasn’t just any album drop. She created a world… Like Harry Potter or Severance does on the screen.

From the fonts on all social assets to the colors & textures in her music videos to the cover art and ever her viral performance on The Stephen Colbert Show… everything felt like it came from the same universe.

Whether you’re selling software or sourdough starters, there’s a LOT you can steal from this.

So this week’s Growth Hack isn’t just a deep dive into her album launch that led to Best New Artist, Best Rap Album, Best Rap Performance, & over a billion streams… but a breakdown of how YOU can leverage her Alligator Marketing techniques as well!

Let’s break it down:

🌍 1. She Built a World, Not Just an Album

Everything from the album art to the music videos to the social posts had the same look, feel, and emotional tone. It’s easy to make fonts match. But the vibe matched. Even the “raw” behind-the-scenes clips post to Instagram felt like deleted scenes from the same movie.

The Hack: Don’t just build assets, build a universe. Your product design, ad creative, landing pages, even your pitch decks should all feel like they’re from the same planet, not the same Webflow template. Whether you're mysterious and moody or bold and bubbly, create one cohesive visual and emotional identity across everything.

Easy Exercise: If your brand were a movie, what genre would it be? Drama? Thriller? Indie doc about founders who drink too much cold brew? Let that guide every visual choice. A software product I love that really embodies this is: blaze.ai

📹 2. She Documented, She Didn’t Just Create

Doechii brought fans into her process. Studio voice notes. Casual rehearsal clips. Raw Q&As on IG Live. It didn’t feel overly produced,it felt real.

The Hack: As the legendary Marketer Gary Vee says: Document, don’t create. You don’t need to wait until everything is polished and final. Show your brainstorming whiteboard. Film a product packaging fail. Record a raw voice memo about why you're doing what you're doing. That content is the real gold. It builds hype in a way a $100k product launch video never can, unless you get lucky like Dollar Shave Club.

People don’t fall in love with the end result, they fall in love with the journey.

🔗 3. Borrow Other People’s Audiences

Doechii didn’t go after just any brand collab. She aligned with platforms and campaigns (like Spotify) that already had the trust and attention of her ideal fans. It wasn’t a sellout move, it was a smart alignment.

The Hack: Partner with brands, creators, or communities that your target audience already loves. You don’t have to build the audience from scratch—just borrow theirs.

→ Have a niche product? Team up with a niche newsletter.
→ Selling to Gen Z? Do a creator collab drop on TikTok.
→ SaaS product? Sponsor a podcast your ICP actually listens to on their commute.

& as I mentioned last week, if you want guidance on how to borrow other people’s audience, take a call with my friend Brian here

💬 4. Her Story Was the Strategy

This wasn’t just an album with vibes, it was a deeply personal narrative. You could feel the pain, the evolution, and the transformation in every lyric and post. It wasn’t “marketing copy”… it was her story, and that’s what made it powerful.

The Hack: Tell your story. Even in B2B, your origin story, your values, your why… they resonate more than stats & case studies ever will. Tell people what pissed you off enough to build your product. Tell them about the customer call that broke your heart or made your day. Real stories connect more than perfect taglines.

✨ So What’s the Takeaway?

🌍 You should build a world: Align every visual… from fonts and colors to the tone of your emails and videos—so your brand feels like one cohesive, emotional experience. If someone scrolls your site, your social, and your product page… it should all feel like different rooms in the same house.

📹 You should document, not just create: Instead of waiting until something’s perfect, show the behind-the-scenes now. Share the sketch before the render. Post the voice memo before the polished video. People don’t just want the final product, they want the process.

🔗 You should borrow other people’s audiences: Partner with creators, newsletters, podcasts, or brands that your ideal customer already trusts. That way you’re not just shouting into the void, you’re showing up at the right party with the right invite. Want to take this strategy to the next level? Learn from my friend Brian here

💬 You should make your story the strategy: Tell people why you started, what you’ve learned, and how your product fits into your own transformation. Vulnerability builds connection faster than a case study ever could.

🎯 This week, choose one of these and test it. Start small. Make it feel. Build your world.

And if you spot any other brands building universes, hit me up, I want to see!

'Til next week,

@MarketingMax 🙂 

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That’s it for this week!

Talk soon,
Marketing Max
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