🔍 How Ridge Scaled to 9-Figures W/ Influencers

All Case Studies 🔍 Learn About Sponsorships

2020 influencer marketing was pay-to-post. In 2024 that sh*t no longer works. In 2025 it’s going to be about building a content strategy and funnel around your outlier influencers. Ridge is a brand leading the way. Lemme show you.

And a big thank you to Storylane for partnering with us and letting us create media for a livin’.

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

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 Frank, CEO of Ridge, put it simply:

“People hate Facebook and YouTube ads. But they like the creators they follow”.

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 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.

Leveraging 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 the 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,