E047: Blending Brand Identity with Performance Marketing at the Highest Level

Marketing Operators

Feb 18, 2025•1 hr 16 min•Season 1Ep. 47

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Episode description

HexClad just pulled off one of their biggest marketing plays so far - a Super Bowl Ad - but this wasn’t just about airing a commercial during the big game, it was a multi-layered, cross-platform campaign designed to maximize impact beyond a single TV spot.

In this episode, Connor and Connor break down how the HexClad team made it happen, from choosing the right creative concept to executing an omni-channel marketing playbook that extended far beyond game day. They dive into why the company decided to invest in a Super Bowl ad, how they built pre-game buzz through influencers and viral social moments, and what set their approach apart from traditional brand marketing. They also unpack the balance between brand and performance marketing, how they leveraged meme amplification and social storytelling to scale awareness, and how they plan to track success beyond just game-day sales, including search trends, social engagement, and long-term brand impact.

This episode was recorded just a few days before the Super Bowl ad aired—stay tuned for a future episode where Connor shares his first impressions on how it performed.

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00:00 Introduction

02:52 Health and Wellness Trends

06:09 Analytics Tools and Reporting Standards

09:06 Creative Strategies for 2025

12:08 Hexclad's Super Bowl Campaign Overview

14:55 Concept Development and Agency Collaboration

17:48 Execution of the Super Bowl Campaign

21:10 Omni-channel Marketing Strategies

27:03 Engagement and Community Buzz

29:55 Cultural Timing and Relevance

38:48 Emerging Media Measurement Solutions

42:41 Campaign Comparisons and Expectations