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.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

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

50:02 Measuring Super Bowl Campaign Impact

57:24 Revenue Projections and Strategic Planning

01:03:12 Enhancing E-commerce Experience through Bundling

HexClad Super Bowl Ad:https://www.youtube.com/watch?v=KIShJGu1ISc

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Today we are joined by a member of the Operators family, Matt Bertulli, CEO of Pela Case and Lomi, to talk all things marketing. Jumping off fromSean Frank’s tweet questioning if meta is still incremental, we get deep into the nuance of paid media and how it’s shifting, the increasing challenges of reaching new customers on Meta, and why the old playbooks don’t work anymore. We also discuss scaling beyond meta and reallocating budget to TV, YouTube and strategic partnerships to drive new customer acquisition, what content tends to make for the best ads, how to measure long-term impact and where performance marketers are getting it wrong, and much more.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

02:52 E-commerce Advertising Trends for 2025

05:51 Navigating the Challenges of Meta Advertising

08:55 The Role of Incrementality in Meta Advertising

11:46 Understanding Meta's Advertising Dynamics

15:12 The Future of Meta Advertising and Brand Strategies

30:29 Understanding Meta's Impact on Marketing Strategies

36:12 The Shift from Purchase to Brand Awareness

42:54 Reevaluating Marketing Objectives in a Changing Landscape

49:49 The Convergence of Content and Advertising

54:30 Exploring Non-Meta Marketing Channels

01:01:08 Understanding Audience Awareness and Engagement

01:04:50 Channel Diversification and Media Mix Strategy

01:10:09 Influencer Marketing as a Scalable Strategy

01:14:57 Evaluating Influencer Partnerships

01:17:51 The Role of Post-Purchase Surveys in Marketing

01:20:45 Creative Collaborations with Influencers

01:23:27 Testing and Optimizing Marketing Strategies

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Prescient AI.⁠⁠⁠

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Richpanel.⁠⁠⁠

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Northbeam.

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Today we’re diving into the second part of our hiring series, this time focusing on onboarding and how to set up your new hires for success from day one. We discuss how to get the best out of your new hires as quickly as possible, how to integrate them seamlessly into your team and culture, some common onboarding issues and challenges we’ve experienced, and we break down our strategies, systems and workflows around setting up new hires and empowering them to thrive.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

05:47 Exploring Agenteo: Automating YouTube Creator Sponsorships

09:14 Performance Metrics and Initial Results from YouTube Campaigns

12:06 Understanding CPMs and Influencer Marketing Dynamics

14:52 Navigating Hiring Challenges and Expectations

18:13 Onboarding New Hires: Setting Expectations and Momentum

20:58 Building Relationships and Integrating into Company Culture

23:51 Strategies for Effective Team Collaboration

36:37 Streamlining Project Management and Onboarding

40:14 The Importance of Incrementality Testing

42:10 Balancing Guidance and Autonomy in Hiring

48:22 Collaborative Goal Setting and Performance Management

56:19 Establishing Clear Expectations and Accountability

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

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⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:

https://www.youtube.com/@Operators9

Sign up to the 9 Operators newsletter here: https://9operators.com/