HexClad drives $1M+ incremental revenue in 3 weeks

HexClad is a Los Angeles-based premium cookware brand known for combining the best qualities of stainless steel, nonstick, and cast iron in one patented design.
Built on a foundation of culinary performance, HexClad has earned the trust of Michelin star chefs and home cooks alike. HexClad’s partnership with world-renowned chef Gordon Ramsay—known for his exacting standards—has helped the brand become synonymous with quality and elevated cooking. With over one million pans sold, HexClad continues to raise the bar in the kitchen, offering a full line of cookware, knives, and accessories.



AppLovin drove thousands of purchases in first 2 weeks

Looking to diversify with new channels while maintaining their premium brand image, HexClad partnered with AppLovin to run CPP campaigns in mobile games. In the first two weeks, they drove thousands of purchases with AppLovin at a CPP in line with their goals.



Strong incrementality test results

HexClad worked with marketing science platform Haus to design a GeoLift test measuring AppLovin's incrementality. During the 3-week test, AppLovin drove an incremental lift in revenue of $1M+. The test showed that AppLovin drove a 13% lift in New Customer Orders, with a cost per incremental conversion (CPIA) 75% better than HexClad’s goal.


The test ran at the state level with a 40% holdout. It was structured as a 3-week experiment from May 16 to June 5, 2025 with an additional 1-week post-treatment window to capture any delayed or lagged conversions.


New customer incrementality validated by MTA

During the Haus incrementality test, Northbeam data showed that 90% of customers driven by AppLovin were first-time buyers, and compared to HexClad’s largest paid social channel, AppLovin delivered:
  • 53% higher ROAS
  • 36% higher New Customer ROAS
  • 27% lower New Customer CAC
AppLovin also had 34% lower Cost Per New Visitor, demonstrating the platform’s efficiency as a discovery channel. 

AppLovin has driven 11,000+ HexClad purchases with an AOV around $500 since launch,* demonstrating the demand for premium cookware products among mobile gaming audiences.

We use a very critical eye when evaluating any new addition to our marketing mix to make sure it’s driving value we wouldn’t get elsewhere. Our incrementality test proved beyond a doubt that Axon is not only driving net-new growth, but doing so far more efficiently than we expected.
 - Connor Rolain, Head of Growth

*according to AppLovin in-platform data