Success stories
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.
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 via Axon at a CPP in line with their goals.
HexClad worked with marketing science platform Haus to design a GeoLift test measuring Axon's incrementality. During the 3-week test, Axon drove an incremental lift in revenue of $1M+. The test showed a 13% lift in new customer orders, with a cost per incremental conversion (CPIA) 75% better than HexClad’s goal.
| Test Type | Region | Test Duration | Post Treatment Window | Primary KPI |
|---|---|---|---|---|
| 2-cell with holdout | 60% Axon ads / 40% Holdout | 3 weeks | 1 week | New Customer Orders |
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.
During the Haus incrementality test, Northbeam data showed that 90% of customers driven by Axon were first-time buyers, and compared to HexClad’s largest paid social channel, Axon delivered:
Axon also had 34% lower Cost Per New Visitor, demonstrating the platform’s efficiency as a discovery channel.
AppLovin's Axon 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 Axon platform data