UGC Video Case Study
UGC Video Case Study: 44% Lower Cost per Acquisition for Reebok
Scale Chapter cut the cost per sale by 44% for Reebok in Türkiye with UGC video. Creators who look like the brand’s customers filmed the product in real workouts, and every new opening was tested against the best ad already running.
- Reebok
- Fitness apparel
- Türkiye
- March–August 2026 (6 months)
01THE CLIENT
The Client: Polished Ads, Rising Costs
Reebok sells its sportswear in Türkiye through a local business with its own online store. Most of its ads had been shot in a studio and looked excellent, yet on Instagram and TikTok people scrolled past them in the first second.
They wanted a steady supply of new videos that do not look like ads in the feed, and test results showing which video worked and why.
Worked inMeta Ads ManagerTikTok Ads ManagerGA4
02THE PROBLEM
The Problem: Ads Skipped in the First Second
The feed is full of real people talking to their phones. An ad shot under studio lights stands out there at once, and it is easy to skip.
Obviously an Ad
The studio footage gave itself away as an ad in the first second, and viewers scrolled on before seeing the product.
The Same Videos for Months
A handful of ads had been running for months. Shown to the same people again and again, they no longer registered.
Openings Nobody Measured
When a new video went live, nobody measured which opening made the difference, so decisions were made by feel.
What the wider data saysPublished numbers from outside Scale Chapter that explain why the work was done in this order.
- 47%
of the sales lift from advertising came from the quality of the creative and its message, more than from media planning and targeting.
SourceNielsen and Nielsen Catalina Solutions (2017), via MarketingCharts - About 50
results in the week after an ad set’s last significant edit is usually when Meta says it leaves the learning phase and delivers steadily.
SourceMeta Business Help Center, “About the learning phase”
03OUR WORK
What We Did: Our UGC Process
Product reviews wrote most of the brief. People kept asking whether the fabric goes see-through when you bend, whether it stays put on a run and whether the fit comes up small, so the videos answered those questions. We also read the brand’s best-selling ads and competitors’ ads in the Meta Ad Library, and chose creators who look like the brand’s real customers.
The creators filmed themselves training in the product. Some gave an honest review, and others showed the fabric up close during a squat. Each video was edited separately for Instagram Reels, TikTok and Stories, in several versions with different opening seconds, and the brand’s team approved every one before it went live.
In a separate Meta campaign, each new opening got an equal budget against the best ad already live, with the same setup on TikTok. We judged openings on viewers who watched past the first seconds and on cost per sale together, since some caught attention and sold nothing. Winners were filmed again with new creators, and the studio ads kept running to past site visitors.
04RESULTS
The Results: What Changed in Paid Social
Results for Reebok, March–August 2026 (6 months): 44% lower cost per acquisition, 38% hook rate and 1.54x ROAS uplift.
Cost per sale and ROAS come from the Meta and TikTok ad accounts, checked against the store’s orders and compared with the studio ads running over the same months. How we plan organic content is in the social media case study.
- 44%Lower cost per acquisitionAd spend per purchase on UGC videos, against the studio ads
- 38%Hook rateShare of viewers who watched past the opening seconds
- 1.54xROAS upliftRevenue from UGC video ads divided by their spend
- Client
- Reebok
- Sector
- Fitness apparel
- Market
- Türkiye
- Period
- March–August 2026 (6 months)
05MORE CASE STUDIES
More Case Studies From Our Team
- Meta Ads
29% Lower Cost per Acquisition for The Body Shop
Meta was missing part of the sales, and the ads had not changed in months. We fixed the measurement first, then started testing new creative every week.
Read the case study - Social Media
327% More Website Visits From Social for Lacoste
The accounts posted almost every day, but hardly anyone went on to the website. We moved to fewer posts that were worth saving and started answering comments the same day.
Read the case study - Digital Design & Creative
112% Higher Conversion Rate for Merida
The ads were about one product, but people who clicked landed on a crowded category page. We built a page for that product behind every ad and tested the new one against the old.
Read the case study
06QUESTIONS
UGC Video Case Study: Frequently Asked Questions
- What is UGC video, and how is it different from a studio ad?
UGC video looks like content a real customer made, with someone trying, using or reviewing a product and talking to their phone. Scale Chapter films it with creators who look like the brand’s customers and edits it separately for each platform. Because it does not look like an ad in the feed, people are less likely to skip it in the first second.
- How long does it take to get UGC videos live?
Scale Chapter usually has the first videos live within the first few weeks. That time goes on writing the brief, choosing the creators and getting the product to them. Each video then needs enough impressions to show whether its opening works, which can take a few weeks depending on the budget.
- How is UGC video production priced?
Scale Chapter works for a flat monthly fee, agreed in writing before anything starts. It is set by the channels you want run and how much of the work you hand to us, and we never take a share of your ad budget. How many videos are filmed each month is planned with you around your budget and the platforms you use.
- What do you need from us to start a UGC project?
To start, Scale Chapter needs access to your Meta and TikTok ad accounts, plus products we can send out to the creators. If you share your customer reviews and best-selling ads, we write the brief from them. You approve every video before it goes live.
- Who appears in the videos, and who runs the shoots?
The videos feature creators Scale Chapter chooses for each campaign, people who look like the brand’s own customers. Our team runs the brief, the edit and the testing. The same strategist, performance lead and analyst work on your account every week.
- How do you measure whether UGC ads are working?
Scale Chapter judges every video on the share of people who watch past the opening seconds and on the cost per sale together. An opening that catches attention and does not sell does not count as a winner. We go through the results with you every week and write the next shoot’s brief from them.
- Do UGC ads work for every product?
No. They work best for products that are easy to show in use, such as fashion, sportswear, beauty and food. If yours is hard to show in use, Scale Chapter suggests testing other creative types in Meta Ads first.
- Can we use the UGC videos on our own channels too?
Usually, yes. Before filming we agree with each creator, in writing, where the videos can be used and for how long, such as in ads, on your own social accounts or on your website. If you want them in stores or on other channels, tell us at the brief stage so it is covered from the start.
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