Context

Ridge was expanding into consumer tech—a category its core audience had no reason to associate with a wallet brand. The MagSafe wallet and iPhone case needed credibility with enthusiasts, and it needed it fast. A generic product page wasn’t going to do it. The audience needed to understand why Ridge, and they needed to hear it from a source they already trusted.

EverydayCarry.com was that source. EDC had spent over a decade in the everyday carry space, building authority one product review at a time. My job was to turn that trust into a content system that actually moved people toward consideration and purchase—not just awareness.

The Challenge

How do you launch a consumer tech product from a brand known for wallets and make enthusiasts take it seriously without it feeling like a sponsored post?

The tension was real. Ridge’s brand equity lived in everyday carry. MagSafe put them in a different conversation entirely—one dominated by Apple ecosystem enthusiasts, tech accessory reviewers, and a community that had strong opinions about what counted as a quality product.

A paid ad could drive clicks. But it couldn’t drive credibility. What the launch needed was a trusted voice explaining the product in a way that felt earned, not bought. And it needed that voice to show up across the platforms where the audience actually spent time—YouTube for depth, TikTok and Instagram for discovery.

Strategy

The plan was to treat EDC as an authority channel at launch, not a promotional one. That meant three things working together.

1. Depth First, Then Discovery

A longform YouTube review was the anchor. Not simplya sponsored spot—a genuine walkthrough of what MagSafe meant for EDC users, how the wallet actually worked day to day, and where it fit in the broader carry ecosystem. This was the piece someone would find and watch if they were actually thinking about buying.

2. Shortform as Entry Points

TikTok and Instagram Reels were designed to function as discovery touchpoints, not closers. Short, specific, practical. The kind of content someone watches while actively searching for a product. Each one had a different angle: one focused on the product itself, the other on how it fit into a daily carry setup.

3. Messaging Alignment Across Touchpoints

The content had to be consistent with what someone would read on Ridge’s own site. That meant reviewing PDP copy, flagging inconsistencies, and making sure the product story held up whether someone encountered it on EDC or on Ridge.com. Alignment wasn’t an afterthought—it was part of the brief.

Execution

The YouTube review went live April 26, 2024. Two Instagram Reels followed in the same window, each with a different angle. Both were candidates for whitelisting as branded content from the EDC handle—meaning Ridge could amplify them through paid without breaking the trust the audience had in the source.

The TikTok post went live May 7, positioned as a product drop announcement—the kind of content people find when they’re actively searching. On the backend, EDC also supported the launch with a Klaviyo email and a podcast segment. These were conversion-oriented touchpoints for people already in the EDC ecosystem.

Results

The numbers tell a specific story about intent, not just reach.

Depth of Engagement

The YouTube review pulled 86,247 views with an 8.3% click-through rate. Average view duration was 2 minutes 55 seconds—34.9% of the video. For a product review, that’s not someone who clicked and left. That’s someone who stayed to actually learn about the product. 4,201 hours of total watch time.

Search-Led Discovery

The TikTok post got 75,000 views. 80.5% of that traffic came from Search, not the For You page. That means people were actively looking for this product and finding it through EDC content. That’s a discovery signal—the content was functioning as product infrastructure, not just reach.

Audience Growth

The launch drove net new followers across every platform: +475 YouTube subscribers, +59 TikTok followers, +44 Instagram follows. These are people who cared enough about the content to follow the source.

The Playbook Repeated

MagSafe was not a one-off. The same content structure—site post, longform, shortform, email—ran for the Brass Collection and the Dessert Warrior drop. The results scaled.

Brass Collection

The Instagram Reel hit 474,239 views with 544 saves and shares. The YouTube review pulled 10,600 views with a 6.5% CTR and 561 hours of watch time. YouTube Search was again a top traffic source at 41%.

Dessert Warrior

The Instagram Reel, whitelisted from the EDC handle, reached 1.2 million views. Ridge’s own Facebook video for the same drop hit 286,000 views. Three launches. Same playbook. Each one sharper than the last.

PMM Skills Demonstrated

• Product Education
  Built longform and shortform content that translated MagSafe into a story EDC enthusiasts could understand and act on.

• Cross-Channel Strategy
  Designed a layered content system—depth on YouTube, discovery on TikTok/IG—that worked as a coordinated launch, not isolated posts.

• Messaging Alignment
  Ensured EDC content and Ridge PDP copy told the same story. Reviewed and flagged inconsistencies before launch.

• Repeatable Playbook
  Built a launch structure that scaled across three product drops with consistent results and sharper execution each time.

Notes

YouTube, Instagram, and TikTok metrics are from owned analytics captures dated September–October 2025.

Internal Ridge sales data was not available for this case study. All results are based on owned content performance and publicly visible signals.

Whitelisted content was distributed from the @everydaycarry handle. Spend figures are not included.