The founder of a company that sells a drink called "Death Wish" knew he had a tough sell when approaching retailers, so he first tested it out as a concept on social media through a $1,500 video and $3k in paid media on Facebook. Three months later, the video garnered 3 million views with an influx of inquiries from various beverage distributors and 7-Eleven franchisees on how to sell the drink in their stores.