How a HexClad scaled a global influencer program across 5 countries

HexClad scales their influencer program to over 3,000 creators.

75M+

Impressions

250K

Engagements

700+

Active Creators

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Key features used:

"We have used many of the influencer platforms that are on the market, and Aspire has suited our needs better than most. Finding a great tech partner is truly key to scaling up your influencer program."

Anna Barker

Director of Growth Marketing, HexClad

Challenge

HexClad, a rapidly growing DTC brand, has taken the cookware industry by storm — largely thanks to their growing community of digital creators. Leveraging Aspire, Aligned Growth Management helped HexClad scale their influencer program to over 3,000 enthusiastic creators and home cooks, who could showcase the value of HexClad products in action.

As HexClad’s business expanded internationally, their creator community needed to do the same. But the brand quickly discovered that scaling one cohesive influencer program across five different countries, each with unique needs and nuances, proved to be difficult.

HexClad enlisted the help of one of our agency partners, Aligned Growth Management, to find an efficient solution. From there, Aligned Growth needed a central CRM that could streamline a complex influencer program with features to:

• Organize global creators
• Manage communications
• Process inbound partnership requests
• Track content usage rights

Enter: Aspire.

"As a small agency with a lot on our plates, we needed a tool that was straightforward for our team to learn, and easy for creators to use. Aspire has been a reliable SaaS platform with a supportive team who solves problems for us (and our creators) as quickly as they arise."

• Marissa Vogelsang, Aligned Growth Management

Solution

Aligned Growth centralized HexClad’s influencer programs across North America, Europe, and Australia using Aspire’s powerful tools:

• Keep track of thousands of creators – With Aspire’s custom tags and stages, Aligned Growth easily tracks and manages thousands of creators’ progress. Each creator’s profile holds a detailed partnership history, making it easy to manage relationships.

• Automate and customize communications – Aspire’s email templates allow Aligned Growth to easily send personalized, region-specific messages, automating outreach while catering to the language and nuances of each market.

• Save time processing partnership requests – With hundreds of partnership requests pouring into HexClad’s inbox weekly, Aligned Growth uses Aspire’s landing page tool to streamline inbound collaboration requests with just a few clicks.

• Streamline content collection and usage rights – Aspire’s content management tools enable HexClad to establish content usage terms with each creator upfront, and customize this to the needs of each individual campaign. Once the campaign is over, Aligned Growth uses filters on Aspire to save time on identifying top-performing content with licensing rights, which is then shared with the HexClad marketing teams in each region.

"We don’t have time to write and redline contracts for hundreds of creators. The in-platform campaign terms that we can create and agree to with a few clicks has been a game-changer."

• Marissa Vogelsang, Aligned Growth Management

Results

With the help of Aspire, Aligned Growth can effectively manage over 3,000 influencers with just four team members.

In just Q3 alone, Aligned Growth helped HexClad achieve:

• 700+ active creators across 5 countries
• 800+ social posts
• 75 million+ impressions
• 250K engagements