The challenge
After more than a decade of success marketing their flagship wallets, Ridge had achieved widespread brand awareness and market saturation within their core category. Having partnered with Haus for over a year, Ridge tested a wide range of channels and noticed readouts were showing declining incrementality on Meta. This told them that they needed to inject some changes into their Meta account that would help them reach new audiences and resonate in a new, exciting way with existing audiences who were already aware of Ridge’s core product set.Â
The solution
Ridge initially tested adding some upper-funnel campaigns to their Meta account — and results showed this drove notable incremental lift. And while Ridge could have stopped there and moved forward with more upper-funnel tactics layered into their evergreen Meta strategy, an interesting observation encouraged them to take their strategy a step further.
As they tested adding in more upper-funnel campaigns, the Ridge team noticed their best-performing assets were their Lunar New Year product launch ads. While they knew adding more upper-funnel media was partly responsible for this performance, they wondered if this result spoke to the effectiveness of new product ads. To test this theory, the team launched a campaign specifically focused around new product launches. This was a controlled 2-cell experiment with a holdout group that ran for three weeks, tracking EDC Wallet Sales as the primary KPI.Â
The result
The results exceeded expectations, achieving a iROAS greater than $4 — 114% above goal and a clear signal of untapped opportunity. Encouraged by the strength of this outcome, Ridge doubled down on the strategy, further investing in new product marketing to drive growth beyond their core wallet offering.
Going forward, Ridge is starting to reconsider how it launches products, knowing that it is not only a merchandising tool but also a lever to drive more impactful media tied to it. They're dedicating a larger percentage of spend towards new launches in the account and subsequent channel-level reads have been very good since.
Next steps
About Ridge
Ridge is a brand known for its minimalist, durable everyday carry (EDC) gear. It gained popularity with the Ridge Wallet—a slim, RFID-blocking wallet made from materials like aluminum, titanium, and carbon fiber — and has since expanded into rings, backpacks, luggage, and other sleek, functional accessories.
