From Pocket Essential to Social Staple: 1K+ Creator Posts and 3M Impressions in Just 4 Months

The Challenge:

Ridge Wallet had achieved cult status among everyday carry enthusiasts. Known for its sleek, minimalist design, the wallet already had a loyal customer base, but the brand wanted more. 

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They sought to scale beyond niche recognition and drive broader relevance, using influencer marketing as a lever for growth in other demos like women in the US and men abroad. With ambitious goals and no existing program infrastructure, Ridge tapped AGM to build and launch a creator seeding strategy from the ground up. 

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Their goals: reach new demos like women in the U.S. and men abroad, and generate a mass of creator content that could power Ridge’s paid social engine.

The Solution:

We designed a seeding program to get Ridge into the hands (and content) of creators across lifestyle, tech, fashion, and men’s and women’s interest verticals.

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We focused on a high-volume outreach model that emphasized authenticity and minimal barriers to participation. No lengthy briefs. No overly curated campaigns. Instead, creators were invited to try Ridge and, if they liked it, share it naturally with their audiences.

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Key focus: high-volume, low-friction outreach to drive a massive wave of authentic content that could be repurposed across Ridge’s paid and organic channels.

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Our outreach strategy prioritized:

• Mass creator volume to maximize touchpoints and test creative themes/messaging.
  
  
• Targeting creators with authentic alignment to the Ridge lifestyle (EDC enthusiasts, travel junkies, fashion-forward guys, dadfluencers).
  
  
• A frictionless opt-in process to accelerate creator opt-ins.
  
  

To scale the strategy, we maintained a strong focus on efficiency and creative testing, collecting content that could be repurposed across Ridge’s owned channels, organic social, and paid efforts.

The Results:

In just over 4 months (January–May 2025), Ridge’s influencer seeding program delivered massive top-of-funnel reach and performance:

• 18.7K creators contacted
• 2.6K creators seeded
• 3.3M impressions
• $11.37 CPM
• Opt-in rate: 19%
• Posting rate: 51%
  
  

Our campaign gave Ridge a rich stream of organic content that sparked both impressions and conversions. Beyond awareness, Ridge now has a pipeline of high-performing creators to nurture into ambassadors. 

Why It Worked:

The key to success wasn’t flash, it was consistency and authenticity at scale. By letting the product speak for itself and removing friction, Ridge unlocked an ongoing stream of social proof, creator content, and brand love.

This case proves that when the product is strong and the strategy is sound, seeding can do more than drive impressions – it can build community.

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