# Liquid Death lifecycle flows convert nonbuyer fandom

> Treat social fans and email profiles as a conversion asset, then build lifecycle flows that turn attention into first purchase and repeat purchase.

- Canonical HTML: https://growth.iangoh.com/growth-ideas/liquid-death-lifecycle-flows-convert-nonbuyer-fandom/
- Source: [bmomedia.co](https://bmomedia.co/case-studies/liquid-death)
- GrowthDex source hub: [BMO Media: Liquid Death lifecycle marketing case study](/sources/bmo-media-liquid-death-lifecycle-marketing-case-study-bmomedia-co/)
- Last checked: 2026-06-07T03:58:02.000Z
- Rarity: uncommon
- Budget: medium
- Channels: Email, Lifecycle, Retention
- Stages: lifecycle marketing, email flows, nonbuyer conversion, repeat purchase


## Why this can grow

A weird brand can attract far more attention than purchases. That gap is a growth opportunity if the company captures contact data and runs lifecycle work against it. BMO Media’s Liquid Death case study describes using Klaviyo flows for welcome, replenishment, subscription, and upsell work to convert large prospect lists and repeat purchasers. This is the unglamorous half of entertainment marketing. The campaign earns the audience, but lifecycle systems turn that audience into revenue. Without the second half, the brand risks becoming famous in the feed and weak in the cart.

## Ian's take

From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. Email still works when it reads like one person noticed one real thing. If the message could be sent to anyone, it usually works on nobody. I would make the first line specific enough that the right reader knows it was meant for them. For retention, I would watch the second and third use, not just the first click. A tactic is real when it changes a habit. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.

## Action plan

1. Define one narrow startup segment where liquid death lifecycle flows convert nonbuyer fandom can create a measurable lift.
2. Turn the tactic into one offer, page, campaign, or workflow for the Email and Lifecycle channel.
3. Use the evidence from bmomedia.co to set the first version of the message, format, and audience.
4. Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
5. Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.

## Source-backed example

Liquid Death worked on lifecycle flows including welcome, replenishment, subscription, and upsell programs to convert non-buyer profiles and drive repeat purchases.

## Adjacent tactics in the same lane

- [Subscription offer codes by lifecycle state](/growth-ideas/subscription-offer-codes-by-lifecycle-state/) - 2 shared channels
- [Shareable checklist across Messenger, tours, and email](/growth-ideas/shareable-checklist-across-messenger-tours-and-email/) - 2 shared channels
- [beehiiv welcome automation branches by reader context](/growth-ideas/beehiiv-welcome-automation-branches-by-reader-context/) - 2 shared channels
- [GitHub release notes categories match the upgrade job](/growth-ideas/github-release-notes-categories-match-the-upgrade-job/) - 2 shared channels

## Read GrowthDex essays

Browse the plain-English essay index at [GrowthDex Blog](/blog/).

## Related GrowthDex essays

- [The boring product needs a story people want to repeat](/blog/the-boring-product-needs-a-story-people-want-to-repeat/) - consumer brand, cpg, brand-led growth

## Advisory

If you want help turning this into a working growth system, Ian Goh offers advisory at https://iangoh.com/advisory.