E132: HexClad + Ridge Reveal Their 8-Figure Celebrity Sweepstakes Playbook

“Two of our winners have entered for free. They never purchased anything from us.”

How did Ridge turn a 6-week Tony Hawk partnership into an 8-figure sweepstakes lift?

Connor Rolain (Head of Growth, HexClad) and Connor MacDonald (CMO, Ridge) break down how sweepstakes campaigns became eight-figure growth engines for their brands. They cover celebrity deal structures, creative production, and revenue lift across every category.

Tony Hawk’s deal doubled Ridge’s TV response rates and pushed partner-page ads to 40% of Meta spend. HexClad gets the same proof differently, running year-over-year holdouts and entry tiers that reward bigger purchases. Both track how sweepstakes shoppers scatter into unexpected categories, forcing a rethink of acquisition strategy.

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Chapters

00:00:00 Sweeps in Ecommerce

00:09:46 6th Annual Sweepstakes

00:12:55 Why We Chose Tony Hawk

00:18:20 Building a Spokesperson

00:23:16 TV Response Doubles

00:25:42 The $33M Sweeps Payoff

00:29:24 Proving Incremental Lift

00:33:52 Ads Lift & Entry Tiers

00:40:52 Ridge’s Growth Drivers

00:46:45 Margin-Safe Marketing

00:51:28 Creator Ad Flywheel

00:55:59 TikTok Shop vs Trybe