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Case Study — Brand & Digital
Wix Studio
Three years as Wix Studio's founding-ambassador. One of eight, globally. A private members' community of 5,000+. Thirty hours of Netflix-grade education across five named courses. Lifestyle production in Italy, course shoots in Bali, expert-advisor interviews flown around the world — bankrolled by a publicly-listed platform, free to everyone who joined.
CLIENT
Wix Studio
Sector
Tech
Services
Demand, Production, Education
STARTING YEAR
2023
The Challenge
Move a publicly-listed website builder upmarket, against the entire course-shill economy.
Wix had two worlds. The original drag-and-drop platform — freelancers, hobbyists, small business owners, massive volume — and Editor X, the upmarket professional product that had been quietly failing to catch agencies and designers against Webflow, Framer, and the broader React ecosystem. In 2022, Wix consolidated the bet into Wix Studio: one platform for serious professionals. Multi-billion-dollar listed company, existential category move.
The cultural problem was bigger than the product problem. The market for design education and agency-building advice had been swallowed by a particular kind of creator: course-launchers selling £997 programmes to anyone who would buy, "lifestyle-flexing" the gains, indistinguishable from one another at scale. Wix needed credibility transfer from people who genuinely operated agencies — and could communicate the way the market wanted to be communicated with, without selling them anything.
Eight people were selected globally as founding ambassadors for the Editor X → Wix Studio transition. We were one of them.
The Approach
A private community, a production calendar, a permanent free-at-the-point-of-use rule.
We approached the partnership as an outsourced ecosystem-growth arm for Wix Studio — not as an affiliate, not as paid creator inventory. Three loads ran in parallel for three years.
A private members' community. The X Lounge — a custom-built platform on Wix Studio itself, with a weekly call schedule (drop-in sessions, agency AMAs, accountability cohorts, study nights, spotlight sessions), an admin team, volunteer moderators, an application-only entry process, and a content treasury that grew month by month. It peaked at 5,217 members. 204 attended the weekly mentorship calls on average. People bought embroidered merchandise to wear it.
A five-course education stack. Filmed in cinema-grade quality. Anchored by The Web Wealth Accelerator — six modules, thirty lessons, a full agency website template, sales scripts, outreach blueprints, and dozens of downloadable worksheets — and The Template Tycoon, the mini-programme for selling Wix Studio templates as products. Filmed across multiple production weeks, including a full crew shoot in Bali for the Website Templates platform launch.
A lifestyle campaign as the marketing channel. Italy, a Maserati, a podcast format, expert-advisor interviews flown to wherever the advisor was — Justin Caffrey, Alina Morse and more. Lifestyle-coded production was the deliberate antidote to the cohort-funnel aesthetic that dominated the SaaS-creator market. Everything sat behind a single permanent rule: free at the point of use, monetised through Wix Studio adoption, never through the audience.
2 years
Founding-ambassador retainer with a publicly-listed multi-billion-dollar SaaS
1 of 8
Globally selected founding ambassadors
5,217
Members in The X Lounge at peak
30+ hours
Free Netflix-grade education across 5 named courses
The REsults
The Outcome
A three-year case for paid-by-the-brand, free-at-the-point-of-use education.
The partnership ran the full window of the Wix Studio launch. A community of 5,217 was built from a standing start; 204 came back week after week; thirty-plus hours of free professional education sit in the archive; five named courses bear our imprint. The aesthetic — Maserati, Italy, Bali, expert advisors in their own cities — pulled the design audience upmarket alongside the platform we were promoting.
The whole arrangement worked because the audience never paid us. Wix did. The course-shill economy that dominated the market in the same window monetised the learners; we monetised the platform's adoption. That's the position we held for three years inside the founding-ambassador cohort.
The partnership concluded with the closure of Wix's Tel Aviv office amid regional tensions.
You deserve to have 100k people watching you every day. You have a lot of important things to say, you are a great character, you say things that others are afraid to say. You know how to speak, you know business, you know how to sell. We need you and we will fight to keep you!
Almog Ben-Yosef
—
Creative & Influencer Marketing, Wix