Because HexClad already had a partnership with Gordon Ramsay, whose restaurants have received multiple Michelin stars, and a suite of ready-to-go high-quality video assets featuring the chef, they were able to quickly develop the video creatives for their Streaming TV ads. They set a goal to launch in April 2022, in order to make the most of the lead-up to Prime Day in July 2022.
Using Streaming TV within sponsored ads was a “very rewarding experience,” according to Abbott. Because Streaming TV ads are a self-service ad product, HexClad could build them in the advertising console, test them across multiple campaign iterations, optimize their strategies, and then continually monitor their performance to ensure they were on track to achieve their goals.
“Even as early adopters, we believed this was the right avenue for HexClad,” Abbott explained. “Not only could we make use of existing video content, there was also no contractual spend required to launch, which made Streaming TV ads more leverageable.”
HexClad used Streaming TV within sponsored ads to engage new customers in two ways. Initially, they focused on in-aisle shoppers—those who were actively browsing in-category for their products—leading up to and during Prime Day 2022, helping them increase branded discovery and detail page views. Then, after Prime Day, HexClad began testing ads reaching out-of-aisle shoppers—those browsing out-of-category but who fit the brand’s customer persona.
“We found that our out-of-aisle ads delivered higher new-to-brand customers than our in-aisle ads did,” said Abbott. “We used the insights from our ads during busy periods like Prime Day and implemented fluid bids across our different strategies to help develop an effective, always-on approach for HexClad’s Streaming TV ads.”