Health-benefit creator videos instead of discount ads: −65% CPA
Commentary byROASArchiveOur analysis, not theirsinBeat replaced Hurom's discount-led ads with creator videos about health benefits, and reports a 65% lower CPA and a 300% increase in ROAS.
Hurom is a premium slow juicer brand from South Korea.
The agency also reports month-over-month profit margin growth.
- CPA: 65% lower, so each customer cost about a third of what it did.
- ROAS: up 300%, so revenue per ad dollar rose sharply.
- Profit margin: up month over month, the agency says, which suggests the gain was not bought with deeper discounts.
- No absolute CPA, ROAS, spend or time frame is shared.
The change
Before
Hurom leaned on always-on-sale, discount-focused ads. CPA was rising, ROAS was falling and the ads showed fatigue.
After
inBeat ran UGC about gut health, skin health and energy, with creators sharing personal health stories. They tested hooks, CTAs, creator types, angles and video lengths, and swapped discount urgency for benefit-led CTAs.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- Constant discounts teach buyers to wait for a deal and make a premium juicer feel cheap.
- Health benefits give people a reason to pay full price, which can also explain the margin growth.
- The change was bundled with influencers, new creative and a rebuilt funnel, so the angle is only part of the story.
Caveats: This is an agency case study about its own client, with no control group. Several things changed at once, and spend, conversions, platforms and duration are not shared.
How to run this in your account
- Hypothesis
- If we replace discount ads with creator videos about the product's benefits, then CPA will drop because buyers get a reason to pay full price.
- Primary metric
- CPA
- Guardrails
- ROAS
- Profit margin per order
- Conversion rate at full price
- Who should try it
- Premium brands stuck in a discount cycle with a product that has clear benefits. It probably won't work for low-price commodity products where price is the main reason to buy.
Who got the result
inBeat · Hurom published this result (Agency case study). The numbers are theirs; the summary and commentary on this page are ours.
Questions
Should I stop running discount ads?
Hurom moved from discount ads to health-benefit UGC and inBeat reports a 65% lower CPA.
Other changes happened at the same time, so test the angle on its own.
What makes UGC ads work for premium products?
In this case creators told personal health stories about gut health, skin and energy.
That gave buyers a reason to pay full price instead of waiting for a sale.