How Did Oddity Use AI to Gain Deeper Insight into Creative Strategy?

‍Goal

Oddity sought data-driven creative insight to better understand how its creative assets were structured, how creative patterns emerged across campaigns, and how different creative approaches aligned with engagement.

Process

AdSkate analyzed and tagged Oddity’s creative assets using a custom creative taxonomy aligned to Oddity’s internal framework. Each video was broken down into distinct creative attributes, capturing nuance across hooks, storytelling formats, talent, representation, and product messaging.

Campaign Details

Creative Assets Analyzed: 40

Unique Creative Attributes per Video: 19

Analysis Framework

AdSkate focused on four core creative analysis categories:

• Creative Hook Analysis – How ads capture attention in the opening seconds
• Concept & Storytelling – The narrative and format driving the message
• Talent & Representation – Who appears on screen and how audiences are reflected
• Product Focus & Messaging – Which benefits, claims, and products are emphasized
  

Creative Extraction Examples

Category: UGC, Branded

Hook Type: Curiosity, Visual Metaphor, Relatability, Pain Point, Shock, Humor

Intro Concept: Challenge, Educational, Pain Point

‍Emotion: Skeptical to Impressed, Frustrated to Happy, Relieved/Excited, Vulnerable to Confident, Shocked

Key Insight

“Edutainment” Drives Creative Performance

50% of top-performing creative assets used educational, edutainment-style formats, showing that teaching through visual storytelling resonated more strongly than traditional hard-selling approaches.

Impact

By transforming creative assets into structured, searchable data, Oddity gained:

• Clear visibility into dominant creative patterns
• Greater consistency in how creative is evaluated across teams
• A shared language for discussing hooks, storytelling, and representation
• A scalable foundation for future creative planning and testing
  

AdSkate helped Oddity move from subjective creative review to creative intelligence, bringing clarity, control, and confidence to how creative decisions are made.