One of the questions I keep asking myself is when does creative automation actually make creative better, not just faster and risk of slop? Our recent partnership with Cosmetic Capital, one of Australia's most popular online beauty retailers, gave me the answer.
Cosmetic Capital came to Shuttlerock with a problem facing most marketing teams today. They wanted stronger conversions and improved performance from its paid marketing strategy, especially as competition in the category intensified.
They had a hypothesis: that catalog video creative could outperform static product ads at scale and they wanted to test this with us.
We partnered with marketing agency Keetrax to bring this to life. Rather than producing video for a handful of hero SKUs, we scaled Cosmetic Capital's entire product catalog into dynamic video creative.
Our solution was to use an AI-generated creator to front the content, giving it the feel of authentic, Instagram native GRWM content. Each video then transitioned seamlessly from the AI creator into the featured product.
This has been an exciting hypothesis to bet on. We were building a creative engine that could take structured catalog data and generate watchable, authentic, on-brand video at the SKU level - something that's been near impossible to do in previous years. Now, a new door has opened for marketing teams (especially within retail, ecommerce and travel) and for those who manage large catalog feeds.
The campaign ran across Cosmetic Capital's paid channels for two months.
The results validated the hypothesis - Cost per purchase dropped 23%, and return on ad spend climbed 24%.
Check out the creative below:
What I take from this isn't just ‘video beats static’, which most marketers already believe. The barrier to doing this well used to be resourcing. Teams simply couldn't produce quality video for a thousand plus SKU catalog. But now, our approach can elevate product imagery into beautiful dynamic video for key sale dates, seasonal moments and evergreen campaigns, at scale.
The retailers who move first on this, like Cosmetic Capital, get a real performance edge while the rest of the category is still debating whether it's worth the investment.
If you're running catalog ads at scale and haven't tested video against your statics then get in touch with Shuttlerock below.
