How HexClad earned 50 million views on influencer content

The Brand

HexClad is known for being the cookware endorsed by Gordon Ramsay. With the benefits of nonstick, searing capability of stainless steel, and durability of cast iron, HexClad has created a category of its own as the premier hybrid cookware brand.

‍The Task

With a high AOV product, influencers each received $500 worth of product. We set out with the goal to drive as much value as possible from their content. The content needed to showcase how everyday home cooks use HexClad to elevate their cooking experience, while demonstrating the unique benefits of the hybrid cookware that set it apart from competitors. 

‍‍‍The Results

After gifting hundreds of creators and influencers in the first year, we generated 18 million impressions from UGC at a $5 CPM. From enthusiastic unboxings to mouth watering cooking videos, HexClad creators have shaped the perception of the brand to the average TikTok and Instagram viewers.

Several of these creators continue to post and tag HexClad regularly, even several months after their first collaboration with the brand. 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.‍

In the second year, we grew the impressions on tagged content by 205% and lowered the CPM to just $1.60. On an average week, HexClad receives 80+ tagged posts from creators with only 10k followers to influencers with over a million, who all have a strong and authentic affinity towards the brand.