Twelve creators, one honest message
Softhaus needed ads that sounded like their customers. So we cast their customers.
Client
Softhaus Skin, skincare
Format
UGC ads
Platforms
TikTok, Reels, Meta ads
Cadence
30 videos a month
The brief
Softhaus spends most of its marketing budget on paid social. Their ads were polished studio videos, and cost per purchase had been creeping up for a year. They had a list of reviews from real customers and no way to turn them into video.
The paid team needed new ads every week to keep costs down, and the studio shoots took a month to plan. By the time an ad was ready, the audience had already seen the last one too many times.
What we made
We cast twelve creators, eight of them existing Softhaus customers, and briefed each one on a single message: the cleanser doesn't sting. Every creator filmed at home with a kit we sent: a phone mount, a ring light they could keep, and a one-page brief with three hook options and no script.
Each month we cut 30 videos from their footage: 10 ads in three sizes (9:16, 4:5 and 1:1), plus organic versions for TikTok and Reels. We test three hooks per idea and keep whichever holds people longest after a week.
New creators join every quarter so the faces don't go stale. Ads that drop below a 30% hold after two weeks are retired, and the next batch of hooks is written from the comments on the ones that worked.
A clip we’d show anyone
"What I stopped buying" opens with a bathroom shelf being cleared into a bag. The creator, a Softhaus customer from Fresno, never says the product name until the last four seconds. It's been the best-performing ad for three months running.
What moved
Four months in, from Softhaus's Meta Ads Manager, same budget and audiences as before. Past results, not a promise.
The creators sound like our customers because most of them are.
Camille Moreau
Founder, Softhaus
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