A Multi-Market OOH Campaign That Stood Out In The Real-World while Boosting Website Visits and Conversions for this emerging DTC brand
The Challenge
HexClad, a premium cookware brand, wanted to increase awareness and drive sales on Hexclad.com, as well as through their distribution partners. Amazon and Costco.
To stand out in a crowded advertising space, HexClad partnered with OneScreen for a strategic, performance-driven Out-of-Home (OOH) ad campaign across Denver, Chicago, and New York.
The Strategy: Planning and Executing OOH Where Buyers Spend Their Time
HexClad is no stranger to using vast amounts of data to strategically guide its digital marketing. When it came to testing OOH as a tangible complementary channel, they needed to know how to build a successful OOH campaign based on data, what formats would help them gain awareness with their target audience’s daily routines, and what cities to choose.
While the initial thought was dense, urban locations to maximize posters and transit ads, OneScreen’s planning team used Hexclad’s insight that city apartment kitchens may not be able to properly store the high-quality cooking sets from Hexclad. The strategy identified a high-income, suburban target audience that loves cooking and follows Gordon Ramsay.
To maximize impact, OneScreen deployed a diverse mix of OOH formats across high-traffic locations in key suburban areas, like Naperville, Illinois, a suburb of Chicago. The placements were strategically chosen to create multiple touchpoints, ensuring strong audience engagement and action.
📌 Key OOH Placements
Chicago:
- A mix of Digital and Static Bulletins
- Over 50 strategically placed EV Charging Units
Denver:
- A mix of Digital and Static Bulletins
- Several Rail Wraps
New York:
- A mix of Digital and Static Bulletins
- 1 Wallscape
💡 Why This Worked
By using over 100+ data sources, OneScreen combined static, digital, and mobile placements. HexClad ensured its message reached commuters, shoppers, and food enthusiasts in locations where they were most likely to engage.
The Results: Real-World Impact That Kept Heating Up
The campaign delivered exceptional performance across all key markets, demonstrating the effectiveness of data-driven OOH advertising.
📈 Performance Highlights
- Chicago:
- 📈 251% lift in homepage visits
- 📈 196% increase in conversion page visits
- 📈 44.4M total impressions (14% over-delivery)
- Denver:
- 📈 197% lift in homepage visits
- 📈 139% increase in conversion page visits
- 📈 31.78M total impressions (11% over-delivery)
- New York:
- 📈 322% lift in homepage visits
- 📈 286% increase in conversion page visits
- 📈 31.2M total impressions (2% over-delivery)
*In each of these website lift and conversion examples, our lift improvements are compared to the audience we can identify as being exposed to our ads versus a control group of viewers who were not exposed to outdoor advertisements in each market.
What We Learned: Data-Driven OOH Delivers
This campaign proved that OOH works best as an integrated ecosystem—leveraging multiple formats to build brand awareness and guide consumers toward action.
Key Takeaways:
- Digital Bulletins: The best-performing format across all markets, driving the highest engagement and conversions.
- Added Value Extends the Reach: Our planning team was able to secure bonus walking billboard and LED Truck inventory given our media buying power, delivering a high-impact, mobile touchpoint in strategic locations during prime events: Outside the Denver Broncos stadium during an NFL game and in NYC’s Times Square on Black Friday.
- Think Beyond the Billboard: EV Charging Stations became a cost-effective format with an added value of viewer dwell time delivered an 817% visit lift and 644% conversion lift in Chicago.
Combining these formats ensured that HexClad’s message stayed top-of-mind and drove meaningful consumer actions.
“OneScreen helped us find the right OOH options to complement our digital marketing, and deliver the awareness and sales results we expected” – Cam Bush, Head of Advertising and Paid Media, HexClad
What’s Next for HexClad?
Encouraged by the success of this campaign, HexClad plans to continue leveraging high-performing OOH formats while exploring new markets for expansion.
Lesson for Advertisers
👉 Even if OOH isn’t your primary channel, it can drive measurable, cost-effective results—especially when powered by data-driven strategies.
To see how we can replicate effective, multi-city campaigns like this for your brand, let’s talk.