Ridge Leans Into 7/0 Purchase Feature to Drive Direct Response Results

From a Father-Son Project to a Market Leader

Ridge Wallets began as a humble father-son project in 2013. Known for their minimalist aesthetic, their products are crafted from durable materials including aluminum, titanium, and carbon fiber. What sets Ridge apart in a crowded market, though, is not just the sleek, compact design of their wallets, but also the built-in RFID protection that offers security without compromising on style. The combination of practicality and aesthetics has made the brand a leader in the market, appealing to consumers who want more than just a wallet—rather, a product that embodies efficiency and modernity.

Launched with a Kickstarter campaign driven by a seemingly ambitious goal, Ridge’s campaign quickly gained traction, shattering expectations by raising over $260,000 — serving as a testament to Ridge's innovative approach to design and functionality. From its inception, Ridge has demonstrated a keen understanding of its audience, which has helped the company grow from a small project into a well-respected brand in the everyday-essentials market.

Innovating Marketing with Snapchat

Managing Ridge’s marketing needs became increasingly challenging as their growth intensified. With their initial Kickstarter success in their back pocket, they expanded their efforts to include Snapchat advertising on Snapchat. Several years in, Ridge recognized the need to re-evaluate their strategy and integrate innovation through testing Snapchat’s features aimed at driving more efficient and impactful outcomes — particularly at the bottom of the marketing funnel where conversions are critical.

One of the key tools they leveraged was Snap’s 7/0 Pixel Purchase optimization. This feature allowed Ridge to fine-tune their campaigns towards more specific purchase-related actions rather than just clicks or views. Additionally, to further enhance their ad performance they incorporated Snap’s Conversion API (CAPI) and machine learning-based auto-bidding tools. Those technologies work together to create a more seamless, data-driven approach to targeting and conversion, in this case optimizing Ridge’s advertising spend for maximum efficiency.

A 78% Increase in ROAS and Beyond

As a self-funded company without outside investors, Ridge has always been strategic — both by necessity and acumen — about where and how they allocate resources. That consciousness has enabled Ridge to not only stay ahead of the curve overall, but also to find a partner in Snapchat that can deliver tangible results through their marketing efforts.

The outcome of Ridge’s revamped Snapchat strategy proves the strength of the relationship and direction. By embracing Snapchat’s Direct Response best practices and leveraging the platform’s advanced tools, Ridge achieved a 73% higher return on ad spend (ROAS) compared to their usual click-based campaigns. That significant boost in efficiency underscores the power of a well-optimized digital marketing strategy, especially when it comes to targeting consumers who are ready to purchase.

But Ridge didn’t just stop there. They continue to utilize Snapchat’s 7/0 Purchase optimization for their bottom-funnel campaigns, ensuring that they maximize the return from every marketing dollar spent. Moreover, they’ve also integrated Snap’s audience engagement tactics to drive upper-funnel goals, such as cost-per-clicks and incremental new site visits, ensuring a balanced approach that nurtures long-term brand growth.

For Ridge, the strategic shift not only reinforced their position in the market but also demonstrated the importance of staying adaptable and open to new technologies in the ever-evolving digital landscape. Continuously refining their approach has positioned Ridge to remain at the forefront of both product innovation and marketing strategy, setting a standard that others in the industry can look up to.