Man in apron, woman eating pasta, hand pouring oil into HexClad pan on stove with caption "HITZE FRITTIEREN,"
Submitted by Digital Voices

HexClad Instagram Creator Seeding in Germany

Influencer Marketing

Digital Voices ran a two-phase gifting and commissioned creator campaign on Instagram for HexClad in Germany, which it reports delivered 1.2M+ impressions.

1.2M+Impressions
3%Engagement Rate
0.46%CTR
£49CPM

Case in 60 seconds

HexClad needed to drive brand awareness and organically build its Instagram presence within the German market, so the brief asked for a family of HexClad talent and long-term creator relationships rather than one-off posts.

The campaign turns on earned fit rather than bought reach, because letting food and lifestyle creators opt in to product seeding first shows which of them respond to the product before any content is commissioned.

Digital Voices treated opt-in gifting as the casting stage for a longer relationship, so the commissioned phase would draw on successful creator partners from gifting rather than a roster assembled from scratch.

Digital Voices built a targeted shortlist of food and lifestyle creators for opt-in product seeding, then ran an organic Instagram influencer campaign commissioning recipe and cooking content from successful gifting partners and other key influencers in the sector.

Digital Voices reports 1,202,024+ impressions, 540% above guarantee, alongside a 3% engagement rate, a 0.46% CTR and a £49 CPM, and says the campaign drove traffic to HexClad's Instagram.

Strategy Breakdown

Instagram audiences in the German market, reached through food and lifestyle creators and other key influencers in the sector.
HexClad enters creator content as the product used in recipe and cooking content rather than as a sponsor named in a caption, which fits the stated aim of building a family of HexClad talent.
Creators who opt in to receive a product have already signalled interest, so the page frames gifting as the route to strong long-term creator relationships rather than a one-time seeding exercise.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Digital Voices

Results & Evidence

MetricValue
Impressions1.2M+ impressions
Impressions vs Guarantee540% above guarantee
Engagement Rate3% engagement rate
CTR0.46% CTR
CPM£49 CPM

Why Digital Voices' strategy worked

  1. 1

    Opt-in gifting works as a casting stage rather than only a seeding tactic, because creators who choose to receive the product show their fit before a fee is committed, so the paid phase starts from proven partners.

  2. 2

    Commissioning recipe and cooking content places the product inside a use rather than beside it, which suits a brand whose stated goal is an organic Instagram presence built through lasting creator relationships.

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