+62%
CTR Increase
Click-through rate improvement
18-24
New Audience
Successfully reached Gen Z demo
+145%
Engagement
Social engagement rate increase
+$1.2M
Revenue
Incremental quarterly revenue
The Brief!
Ridge Wallet's creative was performing well with millennials but failing to resonate with Gen Z consumers. They needed a creative refresh that felt native to younger audiences without alienating their core demo.
The Challenge!
The existing ad creative felt too corporate for Gen Z. Engagement rates among 18-24 year olds were 70% lower than the 25-34 demo. The brand needed to feel authentic on TikTok and Instagram Reels.
The Approach!
Conducted extensive audience research on Gen Z aesthetics and communication styles. Developed a new visual language—raw textures, bold typography, meme-adjacent humor—while preserving Ridge's premium positioning. Created platform-native content that felt organic rather than advertised.
The Results!
CTR among Gen Z increased 62%. Overall social engagement jumped 145%. The campaign generated $1.2M in incremental revenue from the 18-24 demographic in Q1.
Deliverables!
Gallery!
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