31% lower cost per purchase without filming a single new video

Gatecheck sells a carry-on sized to fit the strictest budget airlines. It already had 14 decent creator videos, all vertical, with small subtitles and much the same opening line. In feed placements the crop cut off the case, and in full-screen placements the subtitles sat under the app’s buttons. Results had flattened, with feed placements dragging them down. The team assumed it needed a new shoot before peak booking season, and it had neither the budget nor the time.

We asked for the raw footage before quoting for anything new, and most of what the team needed was already there. Creators tend to shoot far more than ends up in the edit, and these had shot plenty. Our video studio then:

• Cut two new hooks for each video from unused takes, including a creator jamming the case into an airport sizer
• Rebuilt every version in 9:16 and 4:5, reframing by hand so the case stayed in shot
• Replaced the subtitles with larger ones, placed inside each platform’s safe zones

All 84 versions went live nine days after handover, with no new filming. Cost per purchase dropped 31% over the next six weeks, helped most by feed placements that had barely converted before. The project cost a fraction of the shoot the team had been pricing up.

The airport sizer hook won by a distance, which told the team what its buyers worry about most. Gatecheck has since briefed creators to film it at more airports, this time with the crop in mind.