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June 29, 2021
5 min read
Subset × Brandilite — Case Study
Case Study

How Subset grew its social presence & revenue

A full-stack content and growth engagement for a sustainable organic cotton innerwear brand — from zero-to-system across content, paid media, influencers, affiliates, and web.

Client
Subset (wearsubset.com)
Industry
Sustainable Fashion / DTC
Duration
[X] Months
Channels
Instagram · Facebook · X
Services
Content · Paid Ads · Influencers · Affiliates · Web
Revenue Impact
+[X]% MoM Growth

Great product. Invisible online.

Subset had what every DTC brand wants: a genuinely differentiated product with strong organic reviews, GOTS certification, and a clear sustainability story. What they were missing was a content engine that could translate all of that into consistent, scroll-stopping social presence and measurable revenue growth.

Without a structured content system, paid media strategy, or influencer pipeline, acquisition was inconsistent and the brand's online personality didn't match the quality of what was inside the box.

  • Inconsistent posting cadence with no content system in place
  • No paid media infrastructure — leaving money on the table
  • Influencer outreach was ad hoc with no vetting or brief process
  • Affiliate program existed but wasn't generating meaningful revenue
  • Website UX didn't convert at the rate the product quality deserved
Content Production
Static posts, carousels, and Reels — built around a unified brand voice and content calendar across IG, Facebook, and X.
Influencer Hiring
End-to-end sourcing, vetting, briefing, and managing creators aligned to Subset's sustainable, wellness-forward audience.
Paid Advertising
Meta (IG + FB) ad campaigns — creative strategy, audience targeting, A/B testing, and ROAS optimization across the funnel.
Social Media Management
Full management of Instagram, Facebook, and X — scheduling, community management, and engagement.
Affiliate Program
Structured the affiliate offer, set commission tiers, recruited creators, and built tracking infrastructure for passive referral revenue.
Website Redesign
Conversion-focused redesign — improved UX, product page optimization, and brand cohesion to match elevated social presence.

Numbers don't lie — and neither does momentum.

[X]K
New Instagram followers gained during engagement
[X]%
Increase in average engagement rate (IG)
[X]x
ROAS on Meta paid campaigns
[X]%
Increase in website conversion rate post-redesign
Paid Media — Meta Campaigns
Total Ad Spend $[X,XXX]
Revenue Generated $[XX,XXX]
ROAS [X.X]x
Cost Per Acquisition (CPA) $[XX]
Click-Through Rate [X.X]%
Social Growth — All Channels
Instagram Reach (monthly peak) [XXX]K
Facebook Page Growth +[X]%
X (Twitter) Impressions [XXX]K/month
Reels Average Views [XX]K
Content Pieces Published [XXX]+

A full content ecosystem — built from the ground up.

We developed a unified content strategy rooted in Subset's sustainability mission and organic, tactile brand world. Every format — from static posts to long-form Reels — was crafted to educate, convert, and build community around the brand's "seed to skin" story.

Content was not just about volume. It was about consistency of voice, visual coherence, and giving the product the premium treatment it deserved.

[XX]+
Static Posts
Product-forward imagery and lifestyle stills, optimized for feed aesthetic and save/share behavior.
[XX]+
Carousels
Educational and storytelling carousels covering sustainability certs, fabric sourcing, and product comparisons.
[XX]+
Reels / Videos
Short-form video content — unboxings, GRWM, sustainability explainers — optimized for Reels algorithm reach.
[X]x
Posting Cadence
Consistent multi-platform publishing schedule maintained across IG, Facebook, and X every week.

Right creators. Right audience. No guesswork.

We built a tiered influencer pipeline — from micro to mid-tier — focused on sustainability, wellness, and lifestyle creators whose audiences overlapped directly with Subset's buyer profile. Every creator went through a vetting process before a brief was ever sent.

[XX]
Influencers Hired
[X.X]%
Avg. Engagement Rate
[XXX]K
Combined Audience Reach
  • Nano Tier
    1K – 10K
    High-trust, niche sustainability & wellness creators — strong conversion rates [X] creators
  • Micro Tier
    10K – 100K
    Lifestyle and ethical fashion accounts with engaged, loyalty-prone followings [X] creators
  • Mid Tier
    100K+
    Wider reach campaigns for brand awareness and Reels virality plays [X] creators

Turning customers and creators into a revenue channel.

We rebuilt Subset's affiliate offer structure from the ground up — tiered commissions, a clear creator brief, tracking links, and an onboarding flow that made it easy for advocates to start earning immediately. The program shifted from dormant to a consistent passive revenue stream.

[XX]+
Active affiliates recruited and onboarded
[X]%
Commission rate structured for top-tier affiliates
$[XX]K
Affiliate-attributed revenue generated over engagement period

The site needed to work as hard as the product.

Subset's organic-cotton story was compelling — but the website wasn't closing the deal. We identified key drop-off points and redesigned with a conversion-first lens, while keeping Subset's clean, minimal brand aesthetic intact.

  • Restructured homepage hierarchy to lead with product benefits over brand story
  • Redesigned product pages with stronger trust signals (certs, reviews, fit guide)
  • Improved mobile-first layout and navigation flow
  • Streamlined checkout path to reduce friction and cart abandonment
  • Added social proof sections and recycling program CTA above the fold
  • Aligned visual identity with the elevated social presence we built
Post-Redesign Impact
[X.X]%
Conversion rate (up from [X.X]%)
-[XX]%
Cart abandonment rate
+[XX]%
Average session duration
+[XX]%
Mobile add-to-cart rate
What We Touched
Homepage · Product Pages · Collection Pages · Navigation · Mobile UX · Checkout Flow · About & Sustainability Pages
"

Working with Brandilite was a turning point. They didn't just post content — they built us a system. The paid ads, the influencers, the website — everything finally felt cohesive and was actually moving the needle on revenue.

[Client Name] · Founder, Subset
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Case Study

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Overview

We have found that allowing our staff to work in a fully flexible way is key to successful remote working. We trust our team to maximize their time and use techniques that are idiosyncratic to them.

Powerful resource for your next project

We have found that allowing our staff to work in a fully flexible way is key to successful remote working.

We have found that allowing our staff to work in a fully flexible way is key to successful remote working.

We have found that allowing our staff to work in a fully flexible way is key to successful remote working.

Customizable in every expect

Now, the paradigm has shifted. The question is not why you should include a content marketing strategy, but how you should do it has become the primary concern.

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Benefits of Portfolio UI Kit

We trust our team to maximize their time and use techniques that are idiosyncratic to them.

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From publishing content and hoping to acquire leads to gaining audience insights and making personalized content, content marketing has come a long way.

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To set this up on your site, you’ll need a Shopify account and a few items to sell. Once you’ve done that, you’ll be ready for step 2.

Jennifer Stride

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