HexClad drives 48% higher CTR with voice messaging in SMS campaign
Challenge
HexClad, a premium cookware brand, aimed to create a standout campaign for their “Gordon’s Golden Ticket” sweepstakes, which offered subscribers the chance to win a luxurious culinary adventure in London. This included exclusive dining experiences at Gordon Ramsay’s top restaurants and a masterclass at the Gordon Ramsay Cooking Academy.
To bring this high-profile campaign to life and engage their audience on a deeper level, HexClad partnered with Para to leverage their innovative voice messaging solution.
Solution
Para collaborated with HexClad to distribute a recorded voice message from Gordon Ramsay to their subscribers. In the message, Ramsay invited recipients to participate in the “Gordon’s Golden Ticket” sweepstakes, emphasizing the unique opportunity and how to enter to win.
The campaign was structured as a split-test with three audience segments:
- 45% of the audience received the voice message from Gordon Ramsay.
- 45% received a standard SMS message promoting the same sweepstakes.
- 10% were held out as a control group to measure baseline engagement.
This setup enabled HexClad to measure the impact of a voice message from a well-known personality against a traditional text message, offering valuable insights into the effectiveness of voice messaging for brand engagement.
Andrew Windle from HexClad shared his excitement about the campaign, saying,
"I think Para is one of the best and most exciting vendors in the space. Their innovative approach to messaging and rich media offers opportunities that haven't traditionally been done in this space. It's a super interesting problem to solve, and I'm excited to see them continue to crush it."
Results
The campaign highlighted the strong impact of using a familiar voice in customer outreach, yielding impressive results:
- Higher Engagement: The voice message featuring Gordon Ramsay achieved a 48% higher click rate (CTR) compared to the static text message. This showed that subscribers were significantly more likely to engage with the voice message than with a standard SMS.
- Increased Revenue: The voice message drove 6.7x more revenue per recipient (RPR) than the static text message segment, underscoring the effectiveness of voice in boosting conversions.
- Increased Return on Ad Spend (ROAS): The voice message campaign’s ROAS was more than 2.1x that of the static text message, achieving a higher return for every dollar spent.
These results underscored the effectiveness of Para’s voice messaging solution in driving both engagement and revenue, showing how a recognizable voice can make a significant difference in customer response and overall campaign success.