Ridges DTC Strategy Why Tiktok Falls Short for Growth
The marketing strategy of North American DTC brand Ridge reveals that TikTok isn't the core growth engine for all brands. Their strategy centers on multi-dimensional attribution, focusing on high-certainty channels, building a sustainable creative library, differentiating algorithm adaptation, and employing a KOL-centric influencer marketing architecture. Emphasizing data-driven insights and content production capabilities, Ridge's approach offers valuable lessons for cross-border e-commerce businesses. It highlights the importance of understanding channel performance beyond surface-level metrics and investing in high-quality, reusable creative assets for long-term marketing success.
