HexClad Increased SMS Click Rate by 48% & Revenue by 6.7x with Voice Messaging

The Problem

HexClad, a premium cookware brand, launched a high-profile campaign to promote “Gordon’s Golden Ticket”—a sweepstakes offering customers a chance to win an exclusive culinary experience in London, including meals at Gordon Ramsay’s flagship restaurants and a masterclass at his cooking academy.

To make the campaign stand out, HexClad needed a way to capture attention and bring the experience to life beyond the limits of standard SMS.

The Solution

HexClad partnered with Para to introduce voice messaging into the campaign—featuring a recorded message from Gordon Ramsay himself. The message invited recipients to enter the sweepstakes and highlighted the once-in-a-lifetime opportunity.

To measure impact, HexClad structured the campaign as a split test:

• 45% received the voice message from Gordon Ramsay
• 45% received a standard SMS with the same offer
• 10% were held out as a control group

This approach allowed the team to directly compare performance between voice and traditional text.

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.

— Andrew Windle, Head of Retention @ HexClad

The Result

The voice-led campaign delivered standout results across key metrics:

• 48% higher click-through rate (CTR) than text
• 6.7x more revenue per recipient (RPR)
• 2.1x higher return on ad spend (ROAS)

Para’s voice messaging helped HexClad break through the noise, turning a celebrity-driven promotion into a memorable and high-performing customer experience.

Final Thoughts from HexClad

By incorporating a recognizable voice and emotional storytelling, HexClad was able to elevate engagement and drive real revenue impact. The success of this campaign highlights the power of voice to create standout moments in a saturated marketing landscape.

For brands looking to transform their SMS strategy, HexClad’s campaign shows how voice messaging can turn attention into action.

Want to bring your next campaign to life with Para? Book a demo today.