For The Week Of Nov. 13th

Read Time: 4 minutes

November 12, 2023

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🚀 This Week’s Growth Hack: $1.2b in Revenue in 22 months

I recently learned that controversial Vine star, turned YouTube star, turned professional boxer, Logan Paul’s energy drink brand, PRIME, is about to pass $1.2b in total sales since they launched just 22 months ago…

Haters might roll their eyes at a marketing case study about an influencer/celebrity brand saying something like “they had an audience, they promoted the product to their audience, there you go, no need for a case study!”

But more often than not… The influencer or celebrity partners with an operator that executes a brilliant playbook to really capitalize on their existing followers.

So here are the 3 Growth Hacks I found that Logan Paul and his team used to drive $1.2b in energy drink sales in under 2 years of launching (#3 is my fav):

1 - Scarcity: Prime Hydration was initially launched with limited distribution, which made it seem like a more exclusive and desirable product. They originally launched the product only in the UK and the US, with very limited quantities available. This created FOMO among all of Logan’s followers, making his truest fans rush to find any bottles that were still available on the shelves, just so they could show of their true Logan Paul fandom by posting on social that they bought the product.

2 - Upleveling Social: Logan Paul partnered with a controversial rapper (who I won’t name here because of his comments & beliefs toward a community I support & have many friends in) as his business partner for the drink and since they both have a combined 50+ million followers (across all platforms), it’s obvious they would use their following to promote the product from day 1. But where most influencers or celebs simply post pictures of themselves using the product, Logan and his partner posted highly produced videos teasing the launch of the product and lots of behind-the-scenes content. They did what I like to call “ask yourself how to take it to the next level”

3 - Controversy: The product, Prime Hydration, has been involved in a decent amount of controversy, which seemed to have all been placed / frabicated by their marketing team. Many articles and influencers called the drink out for being overpriced.


Some people even accused them of misleading marketing claims. But as I’ve documented many times in this newsletter, no press is bad press as all of the social content created around the controversy helped blow the brand up even more.

My favorite bit of controversy? At a promo event with thousands of fans, Logan and his team asked everyone to throw the bottles of the drink at them on stage. The videos quickly went viral as fodder for the “overpriced” and “misleading marketing claims” backlash but they got tens of millions of impressions from it and their core audience didn’t care. If anything, it created more of a tribe / us vs. them mentality!

Man, they really know how to manipulate the press machine… Anyways! I hope you learned or were inspired by at least one thing above 🙂 

Which one of these 3 hacks are you going to use for your next campaign?

What did you think of this week's Growth Hack?

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💕 Whenever You Are Ready 💕

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That’s it for this week!

Talk soon,
Marketing Max
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Thanks for being a part of my journey :)

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