SPEC / CONCEPT WORKDTC · EDC · DIRECT RESPONSE
Ridge
Retire the back-pocket brick: agitate bulk and skimmers, turn a 99-day trial and a lifetime warranty into proof, then lift AOV with a one-checkout kit.
3 ad comps
2 Klaviyo emails
1 strategy write-up
01 — THE BRIEF
The buyer
The guy with eleven cards, four receipts, and a dead smoothie punch-card warping his back pocket and his posture. He half-knows the bifold is broadcasting his card data, but he’s not convinced a slim metal wallet is worth the switch or the price.
The job
Agitate the bulk and the skimmer risk, prove the product with a 99-day trial and a lifetime warranty instead of adjectives, and use a one-checkout kit to lift order value without a hard sell.
Three angles
02 — THE STRATEGY
ANGLE 01 · PAS
The back-pocket brick
Problem-agitate-solve on ‘fat wallet syndrome’ — bulk, posture, and a $30 skimmer reading your cards. Two machined plates, 1–12 cards, RFID by default, thinner than your phone.
ANGLE 02 · RISK REVERSAL
The 99-day dare
Most brands give 30 days; Ridge gives 99. That’s not generosity, it’s confidence — plus a Built for Life warranty. We take the risk, you take the wallet.
ANGLE 03 · AOV BUNDLE
The $125 loadout
Wallet + KeyCase as the Daily Driver Kit: $170 separately, $125 together. 26% off for making one decision instead of two — one checkout, whole pocket handled.
The work — ads
03 — FACEBOOK / IG
R
Ridge
Sponsored
Chiropractors have a name for that lump in your back pocket: fat wallet syndrome. Eleven cards, four receipts, a punch card for a smoothie place that closed in 2019. It’s warping your pants and broadcasting your card data to anyone with a $30 skimmer. The Ridge fixes all three: two machined aluminum plates, holds 1–12 cards, RFID-blocking, thinner than your phone. Carry it 99 days — if your pocket misses the brick, send it back.
ridge.com
The wallet, reimagined. 10% lighter.
Shop now
Comp 1/3 · problem-agitate-solve · 1:1 feed
R
Ridge
Sponsored
Most brands give you 30 days to return a wallet. We give you 99. That’s not generosity, that’s confidence. Day 30 is when cheap stitching quits; day 99 is when you’ve forgotten what a bulky wallet felt like. Carry the Ridge through three months of commutes, gym bags, and one accidental trip through the wash. Keep it, and you’re covered for life — year two or year twenty, we replace it. Almost nobody sends it back.
ridge.com
Carry it 99 days. Keep it for life.
Start the trial
Comp 2/3 · risk-reversal as proof · 1:1 feed
R
Ridge
Sponsored
Everything in this photo costs $125. It used to cost $170. The Daily Driver Kit: a machined aluminum wallet that holds 12 cards and blocks skimmers, plus a KeyCase that turns your janitor keyring into a slim metal stack. Separately, $170. As a kit, $125 — 26% off for making one decision instead of two. Both covered by the Built for Life Warranty and the 99-day trial.
ridge.com
The Daily Driver Kit: $45 off
Build the kit
Comp 3/3 · offer-led kit bundle · 1:1 feed
The work — emails
04 — KLAVIYO PROMO + CART FLOW
EMAIL 01 · PROMO — WALLET 2.0 LAUNCH
Subject
It took us 10 years to lose 10%
Preview: 10% lighter. Faster strap swaps. Same Built for Life Warranty.
Note: leads with the ‘lose 10%’ hook, then routes single-wallet buyers to Wallet 2.0 and everyone else up the kit ladder — one email, two intents.
EMAIL 02 · ABANDONED CART
Subject
Take 99 days to decide. Seriously.
Preview: Free shipping both ways. Don’t love it? Send it back — no restocking games.
Note: anti-urgency is the hook — a brand confident enough to say ‘take 99 days’ reads as low-risk, which is exactly what a stalled cart needs.
05 — WHY IT CONVERTS
01
The brick makes them feel it. ‘Fat wallet syndrome’ names a lump they’re sitting on right now — posture, pants, and a skimmer risk they hadn’t priced in.
02
Risk reversal is the proof. A 99-day trial plus a lifetime warranty is a brand betting on itself; the buyer reads confidence and stops weighing the price.
03
Anti-urgency out-converts fake timers. ‘Take 99 days, no restocking games’ removes the exact pressure that makes a considered EDC buyer bounce from a cart.
04
One checkout lifts the order. The kit turns a $95 wallet into a $125 loadout by making the bundle the easy decision — AOV without a hard sell.