The Ridge's Ad Auction Analysis

Ridge has mastered the art of ads on Facebook & Instagram, some say they invented it. Today we're diving deep into their winning strategy using Foreplay's ad analysis tools. 

Let's uncover how the premium wallet brand creates high-performing ads that consistently connect with their target audience.

Current Ad Portfolio Overview

The Ridge launches a high volume of ad creatives, they have almost 300 active ads, with a strategic mix:

• 51% image ads
• 40% dynamic product ads (DPA) and dynamic creatives (DCO)
• 9% video ads

This diversified portfolio allows them to test different formats and messages while maintaining consistent brand messaging.

The Anatomy of Their Most Successful Ad

Ridge’s longest-running active ad, launched on September 5th, 2024, has been turned on for 140 days. 

Let's break down why it works:

• Product Focus: "Go lighter with Ridge Lite"
  
  • Features a split-screen design
  • Highlights the "Ultra small, highly functional" aspects
  • Emphasizes "designed for life" messaging
    
• Key Selling Points:
  
  • RFID security features
  • More pocket space
  • Minimalist design
  • Original brand positioning

The AI analysis shows us that this ad maximizes on security, nurturance and authority and resonates strongly with their target audience of everyday carry enthusiasts.

Creative Testing Strategy

The Ridge is constantly launching new ads, and they only keep the best performing ads live.

From January 28th to February 6th, The Ridge launched over 500 ads and only 78 of these ads are still live. This aggressive testing approach helps them identify winning formulas quickly and efficiently.

Landing Page Strategy

The Ridge utilizes two main types of landing pages for over 500 of their recent ad launches.

• Editorial style pages with numbered lists explaining why customers switch to The Ridge
• Product-focused pages highlighting specific collections

The Building Blocks of a Ridge Landing Page:

• Numbered lists of benefits
• Customer testimonials
• Product grids
• Influencer content
• Mobile-optimized design (obviously)
• Strategic popup placement for customer segmentation
• Winning hooks

The Ridge's most effective hooks include:

• Influencer collaborations
• Celebrity endorsements
• Product demonstrations
• Comparison with traditional wallets (ew)
• Value propositions - telling people why they should buy

Compared to competitors like Ekster and CODE 118, The Ridge stands out.

• Higher ad volume (290+ active ads vs only 29 from one competitor)
• More sophisticated and consistent ad creative launch schedule
• Stronger brand positioning
• Premium, durable product messaging

Key Takeaways for Marketers

1. Testing ad creative volume at scale

• Launch multiple ad variations
• Quickly identify winners
• Scale successful concepts
  

2. Strong value propositions

• Highlight key selling points
• Premium positioning
  

3. Landing page optimization

• Editorial-style content
• Mobile-first design
• Strategic popup implementation
• Clear benefit communication
  

4. Creative excellence

• High-quality visuals, photography and graphics
• Clear product demonstrations
• Partnerships with fashionable trendsetters (Influencers)
• Consistent brand messaging

The Ridge ad creative playbook starts with humility, they don’t know which ad out of 500 will perform best. By maintaining high standards for creative and focusing on clear reasons why their customer should build, The Ridge aren’t just competitive in the wallet market, they dominate it. A combination of quality product, strategic testing, and consistent messaging creates a winning formula that makes them undeniable..

‍Are you ready to take your Facebook ad performance to the next level? 

Start using Foreplay today to spy on your competitors, generate creative briefs in minutes, and scale your ads with confidence.