Category Expansion via Paid: When to Launch, What to Test & How to Scale скачать в хорошем качестве

Category Expansion via Paid: When to Launch, What to Test & How to Scale

Are your new product launches driving incremental revenue or just shifting money around? Connor Rolain, Head of Growth at HexClad, and Connor MacDonald, CMO at Ridge, dig into one of the most under-discussed challenges in DTC: how and when to introduce new products into your paid acquisition channels. From HexClad's cocktail shaker launch to Ridge's tattoo-inspired wallet designs, they break down real decisions they're making right now. Geo lift tests, channel holdouts, MER vs. ad-level performance, blended business unit analysis, and cross-category buying behavior. The conversation centers on operationalizing category expansion in paid — building frameworks for when to scale, when to hold, and how to make smarter allocation decisions across categories. Powered By: Motion Creative Strategy Bootcamp https://motionapp.com/2026-creative-s... Prescient AI https://www.prescientai.com/operators Richpanel https://9ops.co/richpanel Aftersell https://9ops.co/4i3bb5 Haus https://www.haus.io/operators Operators Newsletter https://9operators.com/ Chapters 00:00:00 The Juice Worth the Squeeze Tease 00:00:46 Triple Digits & Counting 00:01:49 The Looks Maxing Rabbit Hole 00:05:07 Every Influencer Sells Something 00:10:24 What Both Brands Are Building Now 00:12:40 New Products Change the Game 00:13:53 The Tattoo Wallet Holdout Test 00:15:26 HexClad's New Product Funnels 00:18:57 When to Build a New Landing Page 00:21:25 Every Colorway Gets Its Own Ads 00:23:16 Does North Beam Confirm the Lift 00:27:03 Rings vs. Wallets & Newness 00:30:25 Matching Creators to Colorways 00:32:01 Cross-Category Buying Breakdown 00:38:59 Product Expansion Is the Lever 00:41:55 Funnels Across Every Category 00:44:41 Seasonality & Spend Allocation 00:49:12 Seasonal vs. Always-On Spend 00:51:22 The New Product Decision Matrix 00:55:40 Start Simple & Stack the Layers