Party Propz achieves a 35% higher CTR using AI-powered video generation

Goals

Party Propz, an India-based party supplies and decorations brand, faced a challenge familiar to many catalogue-heavy brands: producing high-quality video creatives at scale without breaking the budget or exceeding timelines. With a large product catalogue spanning birthdays, anniversaries, baby showers and festive celebrations, the brand recognised that video advertising was critical to standing out in a competitive category. However, traditional video production required days of coordination, external resources and significant investment per asset. This made it impractical to create videos for every important ASIN, especially for seasonal launches and frequent creative refreshes.

Party Propz needed a way to scale video ad production quickly and cost-effectively, without compromising quality or brand consistency. Their goal was to drive stronger engagement across their Sponsored Brands video campaigns, with a focus on improving key performance indicators such as clicks, click-through rate (CTR) and return on ad spend (ROAS).

Approach

Party Propz turned to AI-powered video generation from Amazon Ads to transform their creative production workflow. The tool allowed the team to generate ready-to-launch product videos in under 30 minutes by using existing listing images and content, with minor edits to text and scenes as needed. The brand focused on high-potential and seasonal ASINs, creating short product demonstration videos tailored to specific occasions, including birthdays, anniversaries and baby showers, to reach relevant audiences at the right moment.

Because the tool is free and fast, Party Propz could experiment with more messaging versions, creative formats and product videos than traditional production would allow. They leaned into an iterative testing approach, trying different headlines, product images, messaging and calls to action to continuously optimise performance. Using CTR and ROAS as guiding metrics, the team identified top-performing variations and refreshed creatives frequently to combat ad fatigue. Every generated video was reviewed before launch to maintain consistency in product presentation, branding and overall creative quality.

Results

The campaign delivered measurable improvements across key performance indicators. Not only did the AI-powered video creatives outperform Party Propz’s static image creatives, but they also achieved a 35% higher CTR compared to their traditionally produced video creatives: an improvement that demonstrated the power of video to capture shopper attention.¹ The AI-powered videos also drove more clicks, expanding the brand's reach to a broader audience.

Beyond performance metrics, the operational gains were substantial. The intuitive interface required minimal training, which helped the team get started quickly, and the ability to rapidly A/B test multiple creative variations gave the brand a competitive edge in optimising campaigns. By streamlining the creative workflow, Party Propz was able to generate three to five times more video variations than traditional methods allowed, without incurring additional production costs or relying on external support.² The team saved six to eight hours per video and removed their dependency on outside design resources, freeing them to scale video advertising across a much larger portion of their product catalogue.³

Looking ahead, Party Propz plans to integrate Amazon Ads AI-powered video generation as a standard part of their creative workflow for new product launches, seasonal campaigns and ongoing optimisation across their catalogue, scaling video advertising efficiently while continuously testing and refining performance.

Sources

^1-3 Party Propz, IN, 2026.