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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