Some of the biggest viral marketing moments don’t start with a strategy. They start with a mistake, a comment, or something completely unexpected.

In Episode 34, Kassie and Sofia break down why brand “failures” and unplanned moments often outperform the most polished campaigns. From a confusing Reformation email that turned into a viral TikTok, to a single Topgolf comment that became a full experience, to the rise of the “Staples Baddie” driving real foot traffic, this conversation explores how authenticity, speed, and storytelling fuel what actually wins online.

If you’re a founder, marketer, or anyone building a brand on social media, this episode is a reminder that the best opportunities aren’t always planned. They are noticed, embraced, and acted on in real time. Sometimes the moment that feels like a mistake is the one that gets  ...