🔍 How Ridge Scaled to $100M+ w/ Influencers

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Hey hey - it’s Alex. Hoodie. Sweats. Some Nike Air Forces. Why is that relevant? It’s not. But it was 60 degrees in Austin, TX today. And I haven’t been this ready for hoodie season…ever. The closet is stacked. A hoodie for every day of the week. We’re so back. Ight…onto marketing.

But first, a big thank you to our partners who help us create free content for a livin’ aka Mailchimp and Guru Conference.

Bootstrapped. Profitable. Scaling fast as hell. Selling men’s accessories…

Today’s playbook: How Ridge scaled to 9-figures in revenue leveraging influencers.

Quick Perspective

Ridge has invested in influencer marketing since 2016. They’ve sponsored and worked with more than 5000 individual influencers and invest 10-20% of revenue into influencers.

Basically, they know influencer marketing.

So, why spend on influencers when you can dump bread into Meta-Monster?

Sean put it simply:

So, Who Should You Sponsor?

Why sponsor a new creator?

Ridge taps into the sentiment that the creator’s followers are genuinely invested in seeing their favorite creators secure their first sponsorship deals.

As a result, they willingly support the creator and, in turn, support the Ridge brand.

How Much to Pay?

Sean’s framework is to use what you are spending on other platforms as a reference.

Ridge’s Influencer Content Playbook

Ridge’s influencer content strategy depends on the goal which is two things:

To drive awareness Ridge leverages integrated sponsored video

This is a 15-second to 1-minute ad in a video where the creator talks about whatever topic, the brand just pays for a spot in the video to get in front of the audience.

To drive conversions Ridge leverages a dedicated sponsored video

This is a stand-alone review or unboxing video discussing the brand and product in detail.

How to Work With Influencers

Ridge’s creative guidelines for creators are simple:

Ridge starts off by doing 3-5 five video deals. If the campaign has proven to be successful, they extend to a 10-15 video deal.

Levering Custom Funnels

Ridge creates a dedicated landing page and coupon code for each creator and features the creator’s recommended products on their page.

This makes the view to shopping experience seamless. And gives Ridge a clear view of the performance of its influencer program.

How to Implement:

If you are only getting started with influencer marketing, this is your playbook,