How HexClad earned 400 million+ views on influencer content
$5
CPM in Year 1
$1.60
CPM in Year 2
< $1
CPM in Year 3
HexClad is the hybrid cookware brand famously endorsed by Gordon Ramsay. With the benefits of nonstick, searing capability of stainless steel, and durability of cast iron, HexClad created a category of its own—quickly becoming a DTC powerhouse.
Our goal was to generate a large volume of influencer content to fuel the paid media funnel and maximize organic reach.
Given the high AOV, each influencer received $500 worth of product. In return, the content needed to deliver real value: showing how everyday home cooks use HexClad to elevate their meals while highlighting the unique features that set the cookware apart from competitors.
Over three years of consistent influencer seeding, we built a thriving community of thousands of creators who became true brand advocates.
While the initial aim was to support the paid media funnel, the seeding program evolved into a self-sustaining organic engine.
From 18 million to 416 million impressions in just three years, the program proved its value.
Beyond having a standout product, our success came from consistency over a long period of time. While seeding thousands of new influencers each year, we continued to engage creators we had gifted months—or even years—prior. Their ongoing enthusiasm and content helped sustain and scale the program organically. This creates a snowball effect on the entire channel’s performance, and demonstrates the key component of longevity to the success of HexClad’s influencer program.
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