Social is where discovery happens now, but it is rented land. You can build an audience of hundreds of thousands and still not own the relationship, because the algorithm decides who sees you and the landlord keeps raising the rent.

Recorded live at K:LDN 2026 in London, this conversation is about turning borrowed reach into something a brand actually owns. It pairs the person building the tooling with the person living the problem every day.

Brett Bernstein, who came to Klaviyo through its acquisition of Gatsby and now leads its new social product, sits down with Kathleen Loftus, Marketing Director at Sculpted by Aimee, an Irish cosmetics brand with a 350,000-strong Instagram following. Kathleen runs brand, creative, PR, influencer, CRM, and paid under one roof, which is exactly why she can trace a viral moment all the way to revenue.

She walks through a campaign built on a piece of theater: teasing the discontinuation of a beloved cream blush. The stunt ran as a closed loop, from Instagram to the brand's broadcast channel to a website waitlist, and it sold roughly eight weeks of forecast stock in under a week. Brett and Kathleen then dig into the unglamorous problem underneath the fun: attribution, why the brand rebuilt its entire UTM structure this year, and how so many of the people engaging with a brand never actually hit follow.

The payoff is a practical view of what it means to own the social moment: spotting the commenters and lurkers who signal intent, and giving them a reason to move into channels the brand controls.

"Not everything needs a million likes or a million views, but it has to have a purpose to be on our channels." — Kathleen Loftus, Marketing Director, Sculpted by Aimee [~7:05]

"We sold out eight weeks' worth of our forecasted product in less than a week." — Kathleen Loftus [~9:15]

"Instagram is the landlord that keeps raising the rent every month." — Kathleen Loftus [13:23]

"You might think they're no longer an active customer, but then you notice their comments on your content. Those are signals we can now unlock." — Brett Bernstein, Klaviyo [14:36]

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