How Oddbox reduced their CPA by 23%

Watch Humans Case Study

Real reviewer feedback

With Watch Humans Insight-Led Assets

The Short Story

How Oddbox reduced their CPA by 23%

5.3% Conversion Rate | 69% Would Reorder

With Watch Humans Insight-Led Assets

Oddbox sent products to Watch Humans reviewers. We captured their real reactions on video. No scripts, no incentives to be nice. Those videos became data: identity signals, language patterns, shopper missions. That data became creative: insight-led assets crafted directly from what people actually said. Oddbox ran those assets across paid. CPA dropped by 23%.

Watch Humans Case Study

The Short Story

Oddbox sent products to Watch Humans reviewers. We captured their real reactions on video. No scripts, no incentives to be nice. Those videos became data: identity signals, language patterns, shopper missions. That data became creative: insight-led assets crafted directly from what people actually said. Oddbox ran those assets across paid. CPA dropped by 23%.

Key Metrics

23% Lower CPA: Cost per acquisition reduction achieved.

Key Result

Results from using authentic video reviews in Meta ads.

23%

lower cost-per acquisition

How It Worked

  1. Watch Humans

Real people tried Oddbox on camera. Capturing reactions, frustrations, delights, and the way they naturally described the product.

  1. Extract Insights

Lifestyle, goals, values, and shopper sentiment is pulled from every video along with a full transcript, identifying mission-level scores. E.g. "Rated 4.9/5 by Parents."

  1. Generate Creative

We built ad concepts aligned to those insights, using the exact phrasing from the videos. E.g. "My son is a picky eater and he loved these."

  1. Run Ads that Convert

Oddbox ran the insight-led assets across their paid channels.

Result: Ongoing creative improvement, with a proven 23% reduction in CPA.

Real Reactions → Real Insights → Better Creative → Cheaper Customers

Why It Worked

Proof over assumption: Creative was built on verified behaviour, not guesswork. Authentic language: Reviewers language transcription writes hooks for you. Identity signals: Assets matched to real shopper missions, not generic personas. Hyper-targeted creative: Insights continually mapped to what actually converts. The success of the campaign wasn't luck, it was the product of a continually learning model.

Watch Humans turns identity into growth.

Watch Humans turns identity into growth.

By converting video reviews into identity-driven insights and campaign assets, Oddbox proved the value of insight-led creative at scale.

Explore Further

Explore Further