What happens when a product actually goes viral?
- Suzanne Cockerham
- Jun 2
- 3 min read
As marketers, we strive to get a product that “goes viral” – you have to build the brand awareness over time and seed the products with the right people at the right time, but you can never predict when or even if it takes off.
We recently experienced exactly that moment with Stila, when a digital post featuring Hilary Duff, shared via her makeup artist Kelsey Deenihan Fisher, showcased the use of the Stila Heaven’s Hue in Kitten. What followed was a surge of interest in this product, that it quickly turned into a full-scale spike in demand for the product across our site, www.stila.co.uk. We sold out.
Next we knew our Glorious team needed to act quickly, working cross functionally to monitor the stock situation and ensure new stock was on its way. We also knew we had to make sure that we were looking after our end-consumers by staying responsive, transparent, and helpful at every step.
Turning urgency into clarity
When traffic surged and stock began to run low, we made a fast decision to create waitlist on www.stila.co.uk. We also saw this as a key communication tool. It gave our Stila consumers a clear next step, rather than leaving them to encounter dead ends or frustration.
Once we had run out, we proactively directed customers to trusted retail partners where they could still find the product, including Selfridges, Marks & Spencer, and Boots. This helped ensure that even in a moment of scarcity, the experience stayed positive and solution-focused.
Keeping the conversation going
One of the most important decisions we made was to treat the waitlist not as a static database, but as an active community.
We kept subscribers regularly updated on restocks, availability, and where they could still purchase the product. That ongoing communication mattered. It meant we didn’t lose momentum or interest during the out-of-stock period - in fact, anticipation grew in a way that felt engaging rather than frustrating.
This approach also allowed us to maintain trust. People didn’t feel abandoned mid-journey; they felt informed and included in what was happening behind the scenes.
From viral moment to sustained demand
When the product returned to stock, the response was immediate and decisive: it sold out again within 48 hours.
Film and music star Hilary Duff reclining
But the most valuable outcome wasn’t just the speed of sell-through - it was what happened beneath it. We saw:
A wave of new consumers discovering the brand for the first time
Lapsed customers re-engaging and returning
Strong cultural resonance, particularly linked to the ongoing 1990s nostalgia trend, which gave the moment additional emotional relevance
In other words, the viral spike didn’t just create demand - it broadened our audience and deepened brand connection.
The role of a calm, coordinated team
A moment like this only works when internal teams move in sync. Our in-house digital team played a central role in monitoring demand, adjusting messaging, managing the waitlist experience, and ensuring that every customer touchpoint felt consistent and clear.
The goal wasn’t to over-engineer the moment - it was to stay close to the customer experience and reduce friction wherever possible.
What comes next: turning attention into loyalty
Viral attention is powerful, but it’s also short-lived unless it’s handled well. The next phase is where long-term value is created.
Our focus now is on continuing the relationship with these newly acquired and returning consumers - helping them get the most out of their product experience, discovering complementary products, and keeping them connected to the brand beyond the initial purchase.
Because ultimately, a viral moment is not the end of the story. It’s the beginning of a much longer relationship - one built on consistency, trust, and relevance.
If you would like to join the (ever-growing) wait list, sign up here: www.stila.co.uk
Suzanne Cockerham, Head of Brand
Credits: @hilaryduff
Album cover photography @alfredwashere
Makeup @kdeenihan using @stilacosmetics #stilapartner
Hair @barbdoeshair using @biolage
Styling @carolinedejean
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