Hestan Case Study | Pilothouse Digital

Inside Hestan’s Digital Marketing Transformation: A Case Study in eCommerce Growth

Hestan's a leading cookware brand renowned for its commitment to quality and innovation. Specializing in high-end kitchen essentials, Hestan provides chef-approved cookware to elevate home cooking.

Hestan came to Pilothouse aiming to optimize their digital marketing strategy to boost online visibility, engage a broader audience, and increase sales. This case study outlines the collaborative journey between Hestan and Pilothouse.

Summary of Results

The following growth was concurrent with a 6% decline in Hestan’s Returning Customer Rate (RCR).This significant year-over-year expansion highlights our deliberate emphasis on acquiring new customers.

40%

Increase in Net Sales, which meant Pilothouse nearly doubled their growth from the previous year.

Ecosystem:

Before and after Pilothouse results:

78%

Increase net sales

139%

Increase in orders

32%

Increase in CVR

400%

Increase in link click

32%

Decrease in CPC

223%

Increase to spend

430%

Increase to conversions

223%

Increase to revenue

40%

Reduced CPA

400%

Link clicks increase

32%

Decrease in CPC

Black Friday:

275%

Increase in net sales during the Black Friday period

234%

Increase in online sessions over the Black Friday and Cyber Monday weekend

78%

Increase in net sales for November

139%

Surge in orders for November

The Strategy

Pilothouse crafted a comprehensive digital marketing strategy tailored to Hestan's unique needs:

Channel Focus:

Leveraged Meta, Email/SMS, and Google platforms to reach a diverse audience.

This effort and approach spanned a year as an ongoing effort to grow Hestan’s first-time customer base so we could leverage retargeting those customers during Q4 – where we achieved significant growth.

More specifically, the team ran a higher efficiency in October as they knew first-time customers were more likely to make a second purchase in November/December.

Creative Optimization:

Developed engaging creatives highlighting exclusive Black Friday deals and showcasing Hestan's premium cookware.

Performance Monitoring:

We vigilantly kept an eye over the performance of our strategy, making real-time adjustments based on performance data. This proactive approach was particularly crucial during the Black Friday and Cyber Monday weekend, where continuous monitoring ensured optimal campaign performance.

Warpdrive (Pilothouse’s proprietary CRO and page speed optimization platform):

Our ability to split test and reroute traffic to different landing pages based on real-time performance was a game changer. This dynamic approach allowed us to maximize the effectiveness of our post-click efforts, adapting quickly to the evolving landscape.

This multifaceted strategy, characterized by a year-round approach, targeted creativity, vigilant performance monitoring, and dynamic traffic optimization, played a pivotal role in achieving the remarkable outcomes for Hestan.

Stainless steel wok filled with colorful vegetable and ground meat stir-fry, with lettuce wraps served on black plates nearby.

Stainless steel pot filled with vegetable soup containing cauliflower, tomatoes, and greens on a cloth-covered wooden table with a bowl of soup and spice containers nearby.

Stainless steel skillet with shrimp pasta, cherry tomatoes, spinach, and mushrooms on a wooden cutting board.

Copper skillet with eggs poached in tomato sauce, topped with crumbled cheese and parsley, with a side salad and a glass of light beverage in the background.

The Outcome

The success story of Hestan and Pilothouse is rooted in a combination of innovation, collaboration, and a relentless pursuit of excellence. Pilothouse's commitment to rigorous testing, strategic alignment, consistent communication, and a daring approach to creative development went beyond meeting Hestan's goals – it exceeded them.
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Our tailored campaigns and creative optimization resulted in significant year-over-year growth and a triumphant Black Friday, shining a spotlight on Hestan's premium cookware and driving substantial revenue.

Since joining forces with Pilothouse in December a year prior:

Net Sales increased by an impressive 78%
Orders saw an incredible 139% increase
Conversion Rate (CVR) increased by a remarkable 32%
The Returning Customer Rate (RCR) dipped by 6%, emphasizing a strategic focus on new customer acquisition

Comparing to the previous year's 40% growth in Net Sales, Pilothouse nearly doubled Hestan's growth, showcasing the impact of our collaboration.

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Digging into Meta, the numbers speak for themselves:‍

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Meta spend saw an outstanding 223% increase
Conversions soared by 430%
Conversion Rate (CVR) increased by a remarkable 32%
Revenue witnessed an impressive 233% surge
And here's the kicker: our Cost Per Acquisition (CPA) dropped by approximately 40%

But it's not just about the big numbers; it's about efficiency too. Link clicks surged by almost 400%, while Cost Per Clicks (CPCs) decreased by 32%.

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The Pilothouse team not only scaled up traffic significantly year-over-year but did so efficiently, reducing Hestan's overall CPA.

A set of pots and pans with a price tag.

Smiling woman with straight light brown hair wearing a sleeveless black top against a dark background.

"You guys are the experts. We look to you. We're on our fourth year with Pilothouse, we have a great relationship. You've grown our Email program I think, triple digits every year. We look to you guys as the experts, and whatever you think is the best for our brand we trust you with that."

Christina Chonody

Director of Marketing at Hestan Culinary

Conclusion

Ultimately, the numbers tell a compelling story of growth, efficiency, and a partnership that not only met expectations but surpassed them. The Hestan and Pilothouse journey is a testament to what happens when strategy, creativity, and dedication come together to cook up something extraordinary.
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The key drivers of this success included Pilothouse's rigorous testing initiatives, strategic alignment, consistent communication, a commitment to continuous improvement in performance, and a boundary-pushing approach to creative development. Pilothouse's strategic approach not only met but exceeded Hestan's goals. The tailored campaigns and creative optimization resulted in a significant YoY growth and Black Friday success, showcasing the brand's premium cookware and driving substantial revenue.

Skillet with rotini pasta mixed with broccoli, red bell peppers, peas, shredded chicken, and grated cheese on a wooden table.

Stainless steel wok filled with shrimp stir-fry noodles, broccoli, red peppers, and onions, with tongs lifting noodles and shrimp.

Cooking Up Success: How Pilothouse and Hestan's Strategy Ignited a 78% Net Sales Surge and 139% Increase in Orders