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Self-initiated concept · our own brief, our own brand

Nightdew: a silk brand that becomes the answer

A flagship-site and growth plan for a Huzhou silk maker leaving the marketplace for its own US store.

Fictional client
Nightdew
Category
Mulberry silk sleep products (DTC)
Line
Growth
Market
China → US first, then UK, Germany, France
Status
Proposal
The flagship site as it would ship: hero, trust strip and spec table, with the PDP on mobile.
The flagship site as it would ship: hero, trust strip and spec table, with the PDP on mobile.

The brief

The brief, reframed: be the answer to "which silk pillowcase?"
The brief, reframed: be the answer to "which silk pillowcase?"

The problem

The products sell only on marketplaces through a reseller, so the marketplace owns the customer and the reviews. Search results for "silk pillowcase" are listicles and big brands, and AI assistants quote those lists.

The insight

Buyers compare momme, grade and care before they buy, and more of them ask ChatGPT or Reddit first. A brand that owns the mill can publish facts no reseller can: measured weights, grades, wash tests.

The idea

Build the site as the reference and attach the shop to it. A Fit Finder quiz is the activation event, spec tables are written in HTML for search engines and AI answers, and paid media only scales once organic and quiz conversion prove the pages work.

What we would make

  1. Days 0–30 · Foundations
    Shopify build on six templates, server-side events, Search Console, schema, llms.txt, prompt panel baseline.
  2. Days 30–90 · Launch
    PDPs, Fit Finder, the first 7 guide pages, creator seeding (40 a quarter), Google Shopping.
  3. Days 90–180 · Prove
    Meta prospecting on winning creatives, care-kit replenishment, referral link after night 30.
  4. Days 180–270 · Expand
    /en-gb, /de and /fr with native writers, local reviews, Q4 gift guide.
  5. Days 270–365 · Compound
    Original wash-test study, PR on first-party data, bundles and sets to lift AOV.
Seven sections, six templates; guide and mill pages exist to be cited.
Seven sections, six templates; guide and mill pages exist to be cited.
Home and PDP on desktop, PDP on mobile, with nine annotations.
Home and PDP on desktop, PDP on mobile, with nine annotations.
AARRR stages with channels, first experiments and target KPIs.
AARRR stages with channels, first experiments and target KPIs.
Seven keyword clusters mapped to seven pages and how each becomes a cited AI answer.
Seven keyword clusters mapped to seven pages and how each becomes a cited AI answer.
Attribution dashboard mock: three models side by side, cohorts and AI referrals. Illustrative data.
Attribution dashboard mock: three models side by side, cohorts and AI referrals. Illustrative data.

What we would measure

  • Target: 60k sessions a month by month 6
  • Target: 2.8% session-to-order conversion and 45% quiz completion
  • Target: blended CAC at or under $38 and MER of 3.0 or more
  • Target: 22% repeat order within 180 days
  • Target: named in 25% of prompt-panel AI answers by month 9