Virality Won’t Save You But Retention Will

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Hey Sunday Fam!

I hope you are all out there kicking back and relaxing, you deserve it.

I’ve spent the last week visiting friends and industry colleagues abroad, catching up over coffee (and probably way too many pastel de natas), and one thing kept coming up in conversations—marketing feels exhausting right now.

It’s not just that the space is overly saturated. It’s that we’re all socially exhausted. Brands are pumping out more content, more ads, more campaigns, all fighting to stay relevant in a world where consumers are tuning out faster than ever.

But here’s the thing, being seen doesn’t mean being chosen. And being talked about doesn’t mean being bought.

Because let’s be real…being loved online ≠ being profitable.

So today, we’re breaking down why some brands have all the hype but none of the sales and how to actually turn brand love into real revenue.

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Virality Won’t Save You But Retention Will

The Hype Trap

Here’s the thing: attention is easy, retention is hard.

Some brands go viral because they’re funny, aesthetic, or have a great launch moment. But if they don’t have:

✔️ a product that people actually want to rebuy

✔️ a strong retention strategy (email, SMS, community, etc.)

✔️ clear differentiation from the competition

…then they’re just a moment, not a movement.

So how do you avoid this? Be the brand that people don’t just try once, but actually build into their routine. Instead of chasing virality, focus on what makes customers stay. Make your product so good they don’t just remember it—they reorder it. Create a retention strategy that feels like an extension of your brand, not just another marketing channel. Build something that doesn’t just get attention but earns loyalty. Because being the hot new thing is cool. But being the brand people can’t live without? That’s how you win.

Graza

Graza could’ve easily been another hype-driven cpg brand—cool branding, viral launch, and a ton of buzz. But what makes them stick? They don’t just sell olive oil; they make using olive oil feel different. The squeeze bottle isn’t just aesthetic, it changes the way people cook. Suddenly, drizzling olive oil has become effortless, fun, and part of a daily routine.

But they don’t stop there—Graza keeps customers engaged through education, storytelling, and retention-focused content. Their email and social strategy aren’t just about selling, but about how to use their product in everyday cooking. They built a brand that wasn’t just bought—it was integrated into people’s kitchens.

Being the hot new thing is cool. But being the brand people reach for every day? That’s how you win, bestie.

The “Vibe” Isn’t Enough – You Need an Actual Value Prop

Cool branding, a fun tone of voice, and great social presence can get you attention. But what happens next?

People don’t just buy things because they look good on a shelf. They buy because the product adds value to their life.

Some brands thrive because they aren’t just aesthetically pleasing—they back it up with:

✔️ a clear functional benefit—the product actually solves a problem or makes life easier.

✔️ an experience that fits seamlessly into the customer’s routine—it’s intuitive, effortless, and something they want to keep using.

✔️ storytelling that reinforces why it exists—beyond just looking good, it gives people a reason to stay loyal.

Starface

Starface isn’t just about cute, colorful branding—it has a clear functional purpose with hydrocolloid patches that actually work. Other brands try to mimic the aesthetic, but without a real point of difference, they fade into the background.

Lesson: Customers don’t just want a vibe, they want a product that delivers.

When the Hype Fades, What’s Left?

Going viral is exciting, but what happens when the initial buzz dies down? If your brand is struggling with conversion and retention, the problem isn’t visibility—it’s sustainability. Cool branding gets people in the door, but if they don’t stick around, here’s what to look at:

✔️ Does your product live up to the hype? If people aren’t rebuying, the issue isn’t marketing—it’s product-market fit. Make sure your product delivers on expectations.

✔️ Are you building relationships or just broadcasting? A brand isn’t just what people buy, it’s how they experience it after purchase. Strong post-purchase emails, SMS, and community engagement keep customers invested.

✔️ Are you selling or just showing up? Social presence isn’t just about aesthetics. If your content doesn’t educate, inspire, or reinforce why your product matters, you’re leaving money on the table.

BÉIS

BÉIS is the definition of a cool brand. With influencer-backed marketing, aesthetically pleasing luggage, and a travel-girl vibe, it quickly became the go-to brand for millennial and Gen Z travelers. On the surface, it had everything—a founder with an engaged audience (Shay Mitchell), viral moments, and products that looked great online. But here’s where it fell apart (yall gonna hate me for this one)—the product didn’t match the hype. I bought a BÉIS bag thinking I had found the perfect travel essential, but within a few uses, it was falling apart. The zippers were finicky, the material scuffed easily, and the quality didn’t hold up to real travel.

Meanwhile, my Away carry-on has lasted me seven years and through international trips, weekend getaways, getting tossed around in overhead bins and it’s still going strong. That’s why when I needed a checked bag, I didn’t hesitate to buy another Away piece. Not because of influencer marketing, not because it looked good in an airport mirror selfie, but because it proved itself over time. The difference? One is a purchase you make once and never again, the other becomes a go-to brand for every trip. Oh, and the CX for Away is…SO GOOD.

The brands that last don’t rely on staying cool forever—they create products and experiences that people want to return to.

Brands that last aren’t chasing hype, they’re building products and experiences that people want to come back to. Cool branding might get someone to buy once, but if the product doesn’t hold up, they won’t buy again. The real flex? Being the brand that customers trust enough to repurchase, recommend, and rely on.

If you’re in it for the long game, make sure you’re building something that doesn’t just look good on the shelf—it needs to deliver, every single time.

That’s it from me this week. If you need help turning ideas into action, you know where to find me and the OLC crew.

See ya next Sunday.

💥 Jess
Founder of Open Late Collective

Have a Marketing and/or CX-related question for me?

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UPCOMING EVENTS

  1. Headed to Shoptalk in March? Midcoast has something extra FUN and special planned for the eve of March 24th at Papi Steak in Las Vegas for brand leaders and operators. Reply to this email to get the deets.

  2. The Sheinnovates Girl Gang and I are plotting and planning for Sheinnovates 3 (NYC) and Sheinnovates 4 (LA) next year. Sign up here to be alerted when tickets are available!

    And if you are a brand interested in doing an activation with us, or being a part of our goodie bags, reply to this! We are seeking baddie brands to highlight and partner with.

  3. On Feb 10th, I am hosting an AfterHours Live on Linkedin with my friends at MixMix. We are breaking down customer journeys, and commerce in the cannabis industry. RSVP HERE

    Whether you are in cannabis or not, there will be LOTS for you to learn on this one! Don’t miss it.

  4. Empath Club is bumpin’ already this year with our 2nd dinner and planning our 3rd! Feb 20th, Eli and I are hosting a dinner at Port Sa’id in New York. If you are a CX or retention operator, RSVP HERE.

    March details coming soon!

  5. Recharge’s annual conference is back on April 14-15 in LA, bringing together 500+ experts in retention, subscriptions, and scaling smarter. Expect game-changing sessions, deep dives, and top-tier networking. And I will be filming a couple of LIVE podcast recordings there for ATF Pod, so come see me!

    Use my code Jess Cervellon for $100 off your ticket!

    🔗 Grab yours now: https://bit.ly/4iLIU5r

    More IRL events coming in 2025!
    Interested in working together? Hit me up.

BONUS CONTENT

This week, I dropped an epi with my brothers from another mother, Josh Leyva and Mark Galvez of Taste Salud, my fav brand bringing bold Latino flavors to the hydration game. We got into Josh’s journey from OG YouTuber to CPG founder, why CX is at the heart of Salud’s success, and how consistency in content fuels brand growth. Plus, we talk about what it means to build a Latino-owned brand that actually speaks to its community.

For my earbud folks, listen here. Or click the link below to watch on YT!

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