From Super Bowl moments to hybrid brand experiences, brands are finding new ways to connect with consumers. Plus, we’re launching a new industry report and celebrating our latest case study win. 

Let’s dive in.

Have you seen the Unidentified Frying Object?

HexClad just became the first cookware brand to advertise during the Super Bowl. 

Here’s 5 reasons why their marketing strategy crushed👇

1. Tapping Into Cultural Curiosity: Area 51 conspiracies have fueled internet obsession for years. HexClad played into the mystery for instant intrigue.

   Gordon responding to conspiracy theorists

2. Celebrity Power Moves: Pairing Gordon Ramsay and Pete Davidson is a strategic masterstroke. Gordon Ramsay brings culinary credibility, Pete Davidson adds humor and pop culture relevance. Their presence widens HexClad’s audience: Ramsay appeals to foodies, and Davidson attracts a younger, meme-driven crowd.

3. Viral Pre-Super Bowl Hype: HexClad teased the campaign with posts from Ramsay about visiting Area 51, building buzz before it even aired.

4. Sci-Fi Meets Cooking: The concept of alien technology being used in cookware ties directly into HexClad’s messaging about innovation. Instead of just saying, “Our pans are high-tech,” they tell a fun, absurd story that makes the claim memorable.

5. Product at the Core: Many Super Bowl ads prioritize entertainment over product, they’re funny but forgettable. HexClad avoids this by keeping its cookware at the center of the story.

They didn’t just buy a Super Bowl ad, they created a conversation. And that’s what makes it a win.

Check out our landing page + watch the campaign

New Shopify Status Drop

Shopify released new partner tiers, ranking 2864 global agency partners. 

We’re proud to be named a premier agency.

98th percentile worldwide. 99th US-only.

“Simply the Finest Coffee” - Now With +11.3% More Conversions

For nearly 90 years, Graffeo has built a legacy on small-batch roasting and uncompromising quality.

We helped them bring that legacy into a modern yet timeless digital experience.

• +11.3% conversation rate

• 95% checkout completion

• 18.6% begin checkout rate 

Read the full case study

Rise of IRL Brand Experiences

Brands are going beyond screens to create real-world moments. Attend in real life then post about it online, fostering community, exclusivity, and organic social buzz.

Hourglass x Reisinger in Shanghai is a perfect example.

To celebrate the new Phantom Volumizing Glossy Balm in Red 0, Hourglass hosted an immersive art installation at Shanghai’s historic Lyceum Building.

Why IRL activations work👇

• Human Connection : people crave tangible interactions, not just digital touchpoints

• Social Amplification:  A great experience naturally drives UGC and extends brand reach

• Cultural Relevance: Tying into key moments (like Lunar New Year) creates urgency and FOMO

• Blending Physical & Digital: Interactive projections, AR filters, and livestreams bridge the gap

Expect to see more brands investing in these hybrid experiences.

Launching Next Week: Home Report with HYPER

Your home is more than just a place to live, it’s a reflection of who you are.

We’re back with another report, this time exploring Design & Home Goods

Inside we’ll cover:

• Key trends shaping home goods 

• How brands are adapting to shifting consumer expectations

• What it takes to build a standout brand in this industry

• Strategies for using digital and in-person experiences to connect with consumers

• Connecting with consumers who view their homes as an extension of their identity

Plus, we’ve packed it with case studies, expert interviews, and plenty of inspiration, whether you’re growing a brand or just love a beautifully designed space.

Sign up for early access

A Word from Our Head of Growth

“We get asked all the time what tech stack we recommend. And while it’d be great to have a one-size-fits-all answer, the reality is one of Shopify’s biggest strengths is its app and partner ecosystem. With over 13,000 apps and thousands of service providers, there’s no single “best” setup. Every merchant is different, and the right stack depends on your unique needs and goals.

That’s exactly why we stay on top of what’s new. If you’ve been following along, you know about our Wow Wednesday series where we deep dive into emerging tech, the latest releases, and evolving best practices. So far this year, we’ve explored accessibility, personalization, and reviews, with plenty more on the horizon. Our goal is to make sure we’re always recommending the best tools to help our merchants scale with confidence.”

Interested in sharing your expertise in our Wow Wednesday program to help merchants stay ahead in tech? Reach out here

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