Where they started
Twelve months into the engagement (study 5), one product — a 4-in-1 jump starter and tyre inflator at ₹4,240 — had been advertised with statics and, in the marketing lead's words, "didn't do well" (call, 5 August 2026). The Meta ad account was connected to the Monastic Media dashboard on 21 July 2026, so from that date every ad's spend and purchases are measured, not reported.
What Monastic Media did
- Scripted and shot UGC with an in-house creator: two videos in the February 2026 batch, five hooks each, cut into five ads — "Your car won't start", "I don't buy this", "I travel a lot", "Stop carrying", "One small tyre issue".
- Ran the UGC in its own campaign beside the existing static campaign for the same product line, so both could be read on the same audience and period.
- Left statics where they earned: the remarketing campaign (12.7x in August) and the fan campaign (11.9x) stayed static.
- Put the spend on the winner — "I don't buy this" took ₹47,078 of the ₹54,168 spent on UGC.
- Rebooked the vacuum-cleaner reshoot after the client's note that the first cut showed the model more than the suction; 13 new video ads were in test in September.
What changed
- UGC campaign, 21 July to 13 September 2026: ₹54,168 of spend, 315 purchases, ₹10.71 lakh of purchase value, 19.8x, ₹172 a purchase.
- Static campaign, same product line, same window: ₹34,856 of spend, 63 purchases, ₹1.91 lakh, 5.5x, ₹553 a purchase.
- Best single ad ("I don't buy this"): ₹47,078 → 291 purchases, ₹10.09 lakh, 21.4x.
- August alone: the UGC campaign ₹30,959 → 213 purchases, ₹7.46 lakh (24.1x); the statics for the same line ₹21,634 → 45 purchases, ₹1.49 lakh (6.9x). Across the whole account in August, video ads ran at 24.2x and static ads at 8.7x.
- Honest note: from 1 to 13 September the UGC campaign fell to 5.6x as the two videos aged; new cuts were added.
- Caveat on attribution: for August, Meta attributed 534 purchases and ₹18.87 lakh to the account; the shared revenue sheet records 346 store orders and ₹12.24 lakh for the same month. The UGC-versus-static comparison is read within Meta's own attribution; the money figures a founder should use are the store's (study 5).
The target, as the client stated it
"We at least need to do double than what we have done last year" — founder's 2026 target, relayed on the 23 July 2026 call; not measurable from held data.
Status: not measurable.
The question this answers
"₹5,000 a video is expensive" and "show me UGC that actually sold" — two videos, five hooks, ₹10.7 lakh of Meta-attributed purchases in 55 days against ₹1.9 lakh for the statics on the same product.
Sources: the client’s Meta ad account, connected to the Monastic Media dashboard, the shared monthly revenue sheet, dated client review calls. Figures are available on request.