How We Used AI Video Models to Cut Costs & Boost Users – House Case Study

Adcore AI Tools Case Studies Creative Marketing AI

In the lead-up to a major Afterpay seasonal promotion, House partnered with Adcore to launch a top-of-funnel Meta Ads campaign designed to build awareness and prime audiences for conversion. By combining AI-generated video with UGC-style and CapCut creatives, the campaign successfully captured attention, scaled reach, and laid the foundation for a strong promotional push.

The final video – 100% AI generated

Campaign Goals

House aimed to build brand awareness and upper-funnel engagement ahead of a key Afterpay seasonal promotion. The objective was to prime audiences with engaging creative that would later be retargeted for conversions during the promotion window. There wasn’t much time and they aimed to keep costs as low as possible. The new world of AI really sparked their interest and they wanted to explore it further.

Executive Summary

Goal: Drive awareness and engagement ahead of Afterpay promotion through brand new AI tools.
Challenge: Maximize reach and build audience pool with limited time.
Solution: Creative testing across AI Video, UGC, and CapCut formats.
Results: 285K reach, $1.90 CPM, AI Video drove most purchases and revenue.

285,150

Unique Reach

Built a large, retargetable audience base

$1.90

CPM

Exceeded efficiency expectations for awareness

80%

Lower CPM

Bringing it down to just $1

1.9X

ROAS

Delivered both brand lift and sales impact

Challenge

House faced the challenge of efficiently priming audiences for a limited-time Afterpay promotion. Key hurdles included:
1. Building upper-funnel awareness within a very short campaign window
2. Creating standout creative that captured attention in a crowded feed, whilst keeping costs low
3. Ensuring cost efficiency to scale reach while preserving budget for conversion campaigns

Adcore's Main Actions

Creative Mix Strategy – Adcore’s Creative Studio developed and tested three distinct creative approaches: AI-generated video, UGC-style content, and CapCut-edited assets. This variety ensured fresh storytelling formats while allowing us to identify which creative type resonated most strongly with upper-funnel audiences.
Broad Awareness Targeting – Deployed expansive reach campaigns across Meta Ads to maximize visibility and scale. By avoiding overly restrictive targeting, the campaign was able to engage a wide audience base, growing the retargeting pool ahead of the Afterpay promotion.
Engagement-Centric Measurement – Shifted the focus away from immediate conversions and instead measured campaign success through top-of-funnel KPIs such as reach, impressions, CTR, video completions, and assisted conversions. This provided deeper insight into how each creative drove momentum.
Optimization for Efficiency – Closely monitored performance across creatives and placements to maintain low CPM and CPC. By reallocating spend to the most impactful formats, the campaign achieved strong efficiency while ensuring impressions translated into quality audience growth.

Solution

Adcore developed a creative-first strategy leveraging AI-powered video as the hero asset, supported by UGC-style and CapCut creatives to test effectiveness. The campaign was designed to drive mass reach and video engagement, while also identifying which creative format delivered the strongest pre-promotion momentum.

Key solution steps included:

Creative Strategy – Combining AI models for motion, voice and video to generate high quality, engaging ads
Targeting Approach – Broad awareness audiences to build a large retargeting pool
Performance Tracking – Measuring reach, video completions, CTR, and assisted conversions
Optimization – Prioritizing winning creatives to maximize efficiency and impact

About House

Website: house.com.au

House products are becoming a household name across Australia. They’re proud to be the leading retailer of specialty homeware in Australia.

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