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What Is Viral Marketing?

Viral marketing might seem random, but it’s actually a smart strategy aimed at getting people to engage, talk, and share. Unlike traditional ads that throw a lot of money at getting noticed, viral campaigns get consumers to pass the message along themselves, mostly through social media. The secret to going viral is making it relatable and emotionally impactful, whether that’s through humour, inspiration, or creating a sense of belonging. 

Look at Rhode, Hailey Bieber’s skincare brand; they’ve nailed this approach. Right from the start, Rhode focused on the idea of “glazed doughnut skin,” which took off on social media. This catchy phrase was not only punchy but also super visual and easy for people to share in their own posts and videos. According to Because of Marketing (2025), Rhode’s knack for simplifying its brand story helped it stand out in the crowded beauty scene and turned everyday users into enthusiastic brand ambassadors without needing to pay them.

Rhode’s Strategy of Simplicity and Scarcity

Rhode’s rise to fame can be traced back to two key ideas: simplicity and scarcity. By starting with just a few products, Rhode avoided the clutter that can weigh down new brands. Focusing on standout items, such as the Peptide Glazing Fluid, made their offerings super recognisable and helped shape a minimalist vibe. This clear message really clicked on platforms like TikTok and Instagram, where users could easily copy the look. On top of that, the whole scarcity thing was huge. Rhode went with a drop model, releasing limited stock that often sold out in minutes. This created a sense of urgency and hype, with customers eager to join waitlists and share their excitement online. The blend of exclusivity and buzz turned product launches into can’t-miss events, generating chatter that spread far beyond Rhode’s own channels and into mainstream culture.

Storytelling and Cultural Collaborations

Founder-led storytelling has played a key role in Rhode’s viral success. Instead of feeling distant like many celebrity brands, Hailey Bieber is right in the mix, representing both the brand and the lifestyle. By sharing genuine content, think fun product demos and even ASMR vibes, Rhode has built a solid connection with its audience. Content Kettle (2025) points out that this community-focused approach makes customers feel like they’re part of the creation process rather than just buyers. On top of that, Rhode has a knack for getting playful with culture through incredible collaborations. A standout example is the Krispy Kreme “Strawberry Glaze” lip treatment, which blended the worlds of food and beauty. As Tobin (2025) notes, these partnerships keep Rhode relevant beyond the beauty scene, making its campaigns totally shareable and meme-worthy. By tapping into lifestyle trends and pop culture, Rhode’s products have become more than just skincare, they’re now cultural moments that fit right into online chats and everyday digital life.

Lessons for Future Marketers

As a marketing student, I view Rhode’s case as a great example of how to create viral marketing intentionally. First off, keeping it straightforward is key; a simple, clear story spreads way easier than a complicated one. Rhode’s “glazed doughnut skin” vibe really shows this. Next, it’s all about creating a sense of urgency; using scarcity can turn product launches into major events that everyone wants to be a part of (The Brand Strategy Lab 2025). Lastly, teaming up with cultural trends helps the brand connect beyond its usual scene, making products more exciting and shareable (Tobin 2025). 

These points illustrate that going viral isn’t just a fluke, it’s something you can plan out. For marketers looking ahead, Rhode’s strategy is a big reminder that successful campaigns are about getting people involved, not just having them consume, and encouraging them to spread the word.

Reference List

Because of Marketing 2025, Marketing case study: how Rhode became a cult-favourite brand, Because of Marketing, https://becauseofmarketing.com/marketing-case-study-how-rhode-became-a-cult-favourite-brand/. 

Content Kettle 2025, Rhode marketing strategy breakdown: the ultimate D2C playbook for growth, Content Kettle, https://thecontentkettle.com/blog/rhode-marketing-strategy-breakdown/. 

Forbes 2025, Tobin, C, The rise of Rhode: 7 marketing lessons for entrepreneurs, Forbes, https://www.forbes.com/sites/chelseatobin/2025/05/29/the-rise-of-rhode-7-marketing-lessons-for-entrepreneurs/. 

The Brand Strategy Lab 2025, Rhode branding strategy breakdown, The Brand Strategy Lab, https://thebrandstrategylab.com/blog/rhode-branding-strategy-breakdown/.