MetaPerformance Spotlight: How Ridge Scaled Into New Categories By Diversifying Creative
Ridge, once a wallet company, now sees wallets as under half its revenue, expanding into luggage and tech accessories.
Its marketing engine spends $7M monthly on ads, triple its workforce cost.
CEO Sean Frank details how Meta's AI infrastructure (GEM, Lattice, Andromeda) enabled upper-funnel campaigns without sacrificing returns, reaching new customers.
Key shift: creative diversity over volume—dozens of unique ad concepts weekly.
Ridge fosters a marketing-first culture, having every employee make ads.
Frank criticizes brands that neglect acquisition mechanics, advocating integration of brand and performance.
The media buyer role evolves from button-pushing to orchestrating creative, product, and commerce strategy.
Ridge bets on massive creator programs and high-impact top-funnel creative for growth.
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