How Asana Advertises on Meta

# Ad summary This ad for Asana highlights the benefit of using the platform to get more high-priority work done on time. The ad features a person working on a laptop with the Asana platform displayed on the screen. # Brand positioning Asana is presented as a platform that enhances productivity and ensures timely completion of high-priority tasks. The brand positions itself as a tool that helps users manage their work more effectively, aligning with a functional approach to productivity. The ad emphasizes the tangible benefits of using Asana, such as improved efficiency and on-time delivery, suggesting a focus on practical solutions for work management. # Product The product featured is the Asana platform, a work management tool designed to help users organize and complete tasks efficiently. The platform is displayed on a laptop screen, showcasing its interface with various project management features. The ad highlights that users can achieve "3x more high-priority work done on time" by using Asana. This suggests that the platform addresses the pain point of missed deadlines and inefficient task management. The ad aims to convey that Asana is a valuable tool for anyone looking to improve their productivity and ensure timely completion of important projects. # Visual style The ad has a clean and professional visual style, with a focus on showcasing the Asana platform in a real-world context. The use of a solid purple background and white text creates a strong contrast, making the key message easily readable. The image is well-lit and features a high-quality product shot, giving it a polished and trustworthy appearance. # Hooks Headline: 3x more high-priority work done on time # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of missed deadlines and inefficient task management, as signaled by the promise of "3x more high-priority work done on time." # Value propositions - Achieve significantly higher productivity with Asana - Ensure timely completion of important projects # Benefits - 3x more high-priority work done on time # Features - Work management platform - Project management interface # Call to action None used. # Social proof - IDC Business Value White Paper, sponsored by Asana, The Business Value of the Asana Platform, Doc. #US50642023 June 2023 # Point of view - Brand: The brand is communicating the value proposition of the Asana platform by highlighting its ability to improve productivity and ensure timely completion of high-priority tasks. # Storyline - The ad opens with a visual of a person working on a laptop, with the Asana platform displayed on the screen. This sets the stage by showing the product in a real-world use case, implying that Asana is a practical tool for managing work. The audience experiences this from the perspective of a potential user observing how Asana integrates into a typical work environment. - The ad then highlights the key benefit: "3x more high-priority work done on time." This message is intended to capture the viewer's attention by promising a significant improvement in productivity. The brand is telling this part of the story, emphasizing the value proposition of the Asana platform. - The ad concludes by citing an IDC Business Value White Paper, sponsored by Asana, which provides additional credibility to the claims made. This is presented from the perspective of an external source, reinforcing the brand's message with data and research.

# Ad summary This ad for Asana features a person holding a phone with the Asana app open, highlighting the time-saving benefits of the software. # Brand positioning Asana is presented as a tool for businesses and teams looking to improve their productivity and efficiency. The brand is positioned as innovative, as indicated by the reference to Asana's Work Innovation Lab. The brand aims to occupy the space of a modern, tech-forward solution for project management and workflow optimization. The brand promotes values of efficiency, data-driven decision-making, and a focus on measurable results. # Product Asana is a work management platform designed to help teams organize, track, and manage their work. The product is for teams and individuals who want to improve their productivity and efficiency. The ad highlights the USP of saving time, specifically "Save nearly 2 days per week." The product addresses the pain point of wasted time and inefficiency in project management. The ad shows the product in use on a mobile phone, suggesting it is accessible and convenient for on-the-go use. # Visual style The ad has a clean and modern visual style. The production quality appears to be high, with a focus on showcasing the product in a professional and appealing manner. The image treatment includes background blurring to focus attention on the phone and app interface. The typography is simple and legible, with a clear hierarchy of information. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: Save nearly 2 days per week # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the target audience is struggling with time management and inefficient workflows, leading to wasted time and reduced productivity. The ad addresses this pain point by promising to "Save nearly 2 days per week." # Value propositions - Save nearly 2 days per week: This connects to the benefit of increased efficiency and productivity. # Benefits - Save nearly 2 days per week # Call to action None used. # Social proof - "Based on a study conducted in December 2024 by Asana's Work Innovation Lab": This provides credibility by referencing a study conducted by the brand's research division. # Point of view - Customer: The perspective of a potential user is shown through the image of a person holding a phone with the Asana app open, demonstrating how the app looks and functions in a real-world scenario. - Brand: The brand's perspective is conveyed through the text overlay that states, "Save nearly 2 days per week," highlighting the value proposition of the product. - External source: The reference to "Based on a study conducted in December 2024 by Asana's Work Innovation Lab" provides an external source of credibility to support the brand's claims. # Storyline - The ad opens with a close-up shot of a person holding a smartphone displaying the Asana app. This is intended to showcase the product in action and highlight its user-friendly interface. The audience experiences this from the perspective of a potential user, seeing how the app looks and functions on a mobile device. - The ad then transitions to a text overlay that states, "Save nearly 2 days per week." This is intended to communicate the primary benefit of using Asana, emphasizing the time-saving aspect. The brand is telling this part of the story, highlighting the value proposition of the product. - The ad concludes with the line, "Based on a study conducted in December 2024 by Asana's Work Innovation Lab." This is intended to add credibility to the claim of saving time by referencing a study conducted by the brand's research division. The brand is telling this part of the story, providing evidence to support its claims.

# Ad summary This ad for Asana features a man demonstrating the platform's features for the user. He sits in front of a laptop, smiling, as the Asana platform appears in the background. The platform highlights features such as goal-setting and prioritization to show how it can improve marketing efficiency. # Brand positioning Asana is presented as a comprehensive project and workflow management platform. The brand appears to value efficiency and prioritization, helping users to achieve their goals by aligning their work with their objectives. The platform offers tools for planning, roadmapping, and prioritizing tasks. This positions Asana as a solution for businesses and teams looking to improve productivity and stay organized. # Product The product is the Asana platform, a project and workflow management tool designed to improve marketing efficiency. The platform allows users to create plans, roadmaps, and prioritize tasks based on goals. It provides a visual interface for project management and collaboration, allowing teams to align their work with overall objectives. The platform emphasizes prioritization, helping users focus on the most important tasks to achieve a 20% increase in marketing efficiency. The ad shows a user interacting with the platform on a laptop, illustrating its ease of use and accessibility. The key value is to streamline project management and enhance productivity. # Visual style The ad has a clean and modern visual style, combining real-life footage with digital interface elements. The color palette is professional and calming, with a mix of navy blue, white, and muted gold. The design is well-polished, suggesting a professional and reliable brand. # Hooks Headline: Ihre Ziele 🤝 Ihre Arbeit # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of misaligned tasks and goals, making it difficult to prioritize effectively. The visual of the planning interface being connected to a performance goal signals this issue. # Value propositions - Aligning goals and work to increase marketing efficiency by 20% # Benefits - Marketingeffizienz um 20% steigern # Features - Jahresplanung - Roadmap - Priorisierung basierend auf dem Ziel # Call to action None used. # Point of view - Brand: The brand uses the tagline and platform features to highlight the value proposition of aligning goals and work. - Customer: The ad shows the platform from the perspective of a user interacting with it, emphasizing its ease of use and tangible benefits. - Brand: The brand utilizes a statistic regarding marketing efficiency to promote a specific benefit to a potential customer. # Storyline - The ad opens with the tagline "Ihre Ziele 🤝 Ihre Arbeit," emphasizing the alignment of goals and work. The brand is presenting the core concept of its platform, which is to connect objectives with daily tasks, creating a cohesive and efficient workflow. - The Asana platform is showcased with features like "Jahresplanung" (annual planning) and "Roadmap," illustrating the planning and organizational capabilities. The platform is demonstrated from the perspective of a user, highlighting its user-friendly interface and visual project management tools. - A popup bubble highlights "Priorisierung basierend auf dem Ziel..." (prioritization based on the goal...), reinforcing the focus on aligning tasks with objectives. This reinforces the platform's ability to help users prioritize tasks effectively, as experienced from the user's perspective. - A goal progress indicator shows "Marketingeffizienz um 20% steigern" (increase marketing efficiency by 20%), with a visual progress bar. The brand conveys a tangible benefit of using Asana, presenting a clear value proposition of improved marketing efficiency, while also showing that the goal is in progress.

# Ad summary This ad for Asana uses a clean design with a muted color palette to promote its AI-prioritized requests feature. It targets users who want to streamline their workflow and stay organized. # Brand positioning Asana is presented as a project management tool that uses AI to help streamline workflow and prioritize tasks. The brand emphasizes efficiency and organization. The ad showcases the AI functionality to appeal to users who want to optimize their productivity and focus on what matters most. # Product The ad features Asana's project management software that prioritizes requests with AI. The AI feature is promoted as a way to manage incoming requests more efficiently. The software allows users to review and approve requests, streamlining the workflow. The ad targets users who want to stay organized and improve productivity. # Visual style The ad has a clean and modern visual style, with a muted color palette and a focus on the product interface. The overall look is professional and straightforward, likely appealing to users in a business or professional setting. # Hooks Headline: Anfragen rein. Ergebnisse raus. # Funnel stage Middle of funnel (Consideration) # Pain points The ad suggests the pain point of disorganized workflow and difficulty in prioritizing tasks. This is communicated through the mention of AI-prioritized requests. # Value propositions - AI prioritizes requests for efficient task management # Benefits - Streamlined workflow - Improved productivity # Features - AI-prioritized requests # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting itself with the company logo, and brand colors, in the headline and image with the intention of explaining the use of its features. - Customer: The product interface and the smiling woman in the background indicate how simple and easy Asana is to use. # Storyline - The ad starts with a header that highlights Asana and its ability to process requests and generate results. The brand is telling the audience that Asana can help simplify their workflow. - The ad then shows a screenshot of Asana's interface with a list of incoming requests, indicating that these requests are prioritized by AI. The product is telling the viewer how it automates the task prioritization process. - The ad features a pop-up showing the AI's role in reviewing requests and an approval option, indicating that a request can be approved. The brand is telling the customer how a request is evaluated, and that it can then be approved. - A person is shown in the background to show Asana being used in a real-world setting. The viewer is observing a customer using the program, and seeing the ease of the program.

# Ad summary This ad for Asana highlights the challenges of cross-team collaboration and presents Asana's AI-powered features as a solution. The ad demonstrates how Asana helps teams stay on the same page, track project progress, and identify potential risks, ultimately improving productivity and efficiency. The ad concludes with a call to action to try Asana for free. # Brand positioning Asana positions itself as a solution to the disorganization and lack of clarity that can arise in team collaboration. The brand promotes a streamlined and efficient approach to project management. Asana challenges the norm of teams working in silos. The brand identity appears to be functional. # Product Asana is a work management platform designed to help teams organize, track, and manage their projects. Asana uses AI to help users identify which teams are falling behind and creates status updates that can be reviewed. It is for teams working on complex projects across departments. The platform helps teams stay up-to-date on project progress, see what is happening, and know what's next. The product is designed to overcome the issue of team cross-functionality issues. # Visual style The ad has a modern and clean aesthetic with a color palette of plum, light pink, and light blue. The editing style incorporates quick cuts and animated elements to maintain a fast pace. The production quality is polished, giving it a commercial feel. Visual motifs include the use of icons, profile photos, and the Asana interface to demonstrate the product's features. The pacing is consistent, keeping the viewer engaged. # Hooks Spoken: 00:00–00:03 Teamübergreifende Arbeit kann schnell unübersichtlich werden. Text overlay: 00:01–00:03 Es kann unübersichtlich werden Visual: 00:00–00:01 A white square with three red dots inside appears in the center of the screen on a plum-colored background, growing larger and then dissolving into three profile photos in circular frames (an Asian woman, a white man, and a Black woman), which move apart to reveal a logo with blue and pink stars in the center. / 00:01–00:03 On a plum background, the ad displays a collage of white icons (hourglass, speech bubble, magnifying glass, lock), words (Es kann unübersichtlich werden), and profile photos (Asian woman, Black woman, White man) relating to work disorganization. # Funnel stage Middle of funnel (Consideration) # Pain points Teamübergreifende Arbeit kann schnell unübersichtlich werden (Cross-functional teamwork can quickly become confusing) # Value propositions - AI-powered features help identify teams that are falling behind - Status updates keep everyone informed - Task management helps teams stay on track - Collaboration tools improve teamwork and productivity - Project tracking provides transparency and accountability # Benefits - Keeps everyone on the same page - Identifies teams that are falling behind - Helps teams work together on all projects # Features - AI powered - Status updates - Task management - Team collaboration - Project tracking # Call to action Jetzt kostenlos testen auf asana.com. (Test it for free now on asana.com) # Social proof - None used # Point of view - Brand 100% – The entire ad speaks from the voice of the brand, showcasing its features and benefits. # Storyline - 00:00–00:03 The ad opens with the problem of cross-functional team work becoming messy and disorganized, highlighting the initial issue the product addresses. - 00:03–00:05 The ad then introduces Asana as a solution that keeps everyone on the same page, presenting the product's core benefit. - 00:05–00:11 The ad demonstrates Asana's AI capability by showing how it can track a product launch and identify teams that are behind schedule, showcasing a key feature and its application. - 00:11–00:17 The ad shows how Asana generates status updates for review, allowing team members to stay informed about project risks and upcoming steps, illustrating the product's project management capabilities. - 00:17–00:24 The ad concludes by reiterating how Asana helps teams work together effectively on all projects and includes a call to action to try it for free, reinforcing the overall value proposition.

# Ad summary This ad promotes Asana, a work management platform, by visually demonstrating how it simplifies complex projects, leading to clarity. It uses a person as a background to show the type of person that uses this software. # Brand positioning Asana is presented as a work management platform that helps teams organize and manage their work, designed to bring clarity to complex projects. The brand is positioning itself as a solution to the chaos of project management, offering a structured and collaborative environment. This brand aims to occupy a space in the consumer's mind as the go-to tool for team collaboration, planning, and execution by streamlining processes and enhancing productivity. The brand promotes values of efficiency, collaboration, and clarity. # Product Asana is a work management platform designed to help teams organize, track, and manage their work. It provides tools for planning, project tracking, and team collaboration, which is highlighted by the demonstration of the UI. The ad references 'KI-generierter Statusbericht', AI-generated status report, suggesting that Asana uses AI to generate summaries. Asana is presented as a solution for those struggling with complexity in project management, offering a pathway to clarity and streamlined workflow. # Visual style The ad features a clean, corporate aesthetic with a combination of digital interface elements and a real-life person to create a relatable and professional feel. It is designed to be scannable in a feed, with the contrast between the green background and the white interface elements helping the ad stand out. The fonts used are modern and legible, enhancing the clarity of the message. # Hooks Headline: Von Komplexität zu Klarheit # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the complexity and chaos of managing work and projects, which can lead to confusion and inefficiency. The ad addresses this by offering a transition 'Von Komplexität zu Klarheit,' suggesting it simplifies the management process. # Value propositions - Move from complexity to clarity with AI-generated status reports. # Benefits - Clarity # Features - KI-generierter Statusbericht # Call to action Status teilen # Social proof - The woman smiling in the background is an implicit endorsement or a customer testimonial. # Point of view - Brand: This POV is used for the logo, the tagline 'Von Komplexität zu Klarheit', the UI images, and the 'Status teilen' call to action, as they communicate the brand's offering and features. - Customer: The woman smiling in the background is from the user's perspective because she is representative of the Asana user. # Storyline - The ad opens with a green background and the Asana logo, immediately associating the visual with the brand. The intention is to establish brand recognition and set the tone for what follows. This is told from the brand's perspective. - The text 'Von Komplexität zu Klarheit' (From Complexity to Clarity) appears. The intention is to frame Asana as the solution to complex project management issues, simplifying workflows. This is told from the brand's perspective. - A woman is shown in the background, smiling slightly out of focus. This gives the user the impression that a real person is endorsing or using this software, from an outside user's perspective. - Images of the Asana UI are highlighted on the left, showcasing the features of the platform. The intention is to demonstrate the platform's functionality and provide a visual representation of how it simplifies complex projects. This is shown from the brand's perspective. - An additional image of the UI appears in the lower right hand corner with a 'Status teilen' (Share Status) call to action. The intention is to prompt immediate action, engaging users to explore the platform's features. This is from the brand's perspective.

# Ad summary This ad showcases the Asana platform and its AI capabilities. It highlights how the platform can help teams manage projects and tasks efficiently, with features like task assignment, file sharing, and AI-powered context summarization. # Brand positioning Asana is presented as a modern, AI-powered work management platform designed to enhance team collaboration and project efficiency. The brand aims to occupy the space of a sophisticated, tech-forward solution that simplifies complex workflows. It aligns with values of productivity, organization, and seamless communication. Asana positions itself against traditional, less integrated project management tools by offering AI-driven features that automate and streamline tasks. The brand positioning is both functional (performance, efficiency) and emotional (empowerment, ease of use), appealing to users who want to feel in control and productive. # Product The featured product is the Asana work management platform, which helps teams organize and manage projects. It includes features such as task lists, boards, and timelines. The platform is designed for teams of all sizes, as implied by the diverse user profile images associated with different tasks. Key features highlighted include task assignment, file sharing (as indicated by the 'Brief-T2.doc' attachment), and AI-powered context summarization. The ad addresses the pain point of managing complex projects by offering a centralized, easy-to-use platform that streamlines workflows and enhances team collaboration. The AI feature is a USP, suggesting that Asana helps users quickly understand project context, saving time and improving efficiency. # Visual style The ad has a clean, corporate visual style with a focus on functionality and ease of use. The production quality is high, with a polished screenshot of the Asana platform. The visual motifs include rounded corners, color-coded task assignments, and user avatars to represent team members. The image treatment is minimal, with a focus on clarity and legibility. The typography is clean and modern, and the overall design mimics a platform-native style, making it feel like a natural part of the user's workflow. The style aims to enhance scannability and stop power in the feed by presenting a clear and organized interface. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of managing complex projects and tasks, which can be overwhelming and inefficient without a centralized system. The ad shows how Asana helps teams stay organized and on track. # Value propositions - AI-powered context summarization: Helps users quickly understand project context, saving time and improving efficiency. # Benefits - Organize and manage projects - Streamline workflows - Enhance team collaboration - Quickly understand project context # Features - Task lists - Boards - Timelines - File sharing - AI-powered context summarization # Call to action None used. # Social proof - Aquí tienes el brief para que puedas consultarlo (Here's the brief for you to consult) - This quote from a team member implies firsthand use and collaboration within the platform. # Point of view - Brand: The overall ad showcases the Asana platform and its features, highlighting its capabilities and benefits. - Customer: The chat bubble with the message 'Aquí tienes el brief para que puedas consultarlo' shows a team member sharing information within the platform. - External source: The message 'La IA está resumiendo el contexto...' indicates an AI-driven process happening within the platform. # Storyline - The ad opens with a view of the Asana platform, showcasing a project titled 'Campaña del 2T' (Campaign of the 2nd Quarter). This sets the stage by showing the user interface and the type of project being managed, from the brand's perspective. - The next beat highlights the task list, including options for 'Lista' (List), 'Tablero' (Board), and 'Cronograma' (Timeline). This shows the user the different ways they can view and manage their tasks, from the brand's perspective. - The ad then focuses on a specific task, 'Aprobar el brief' (Approve the brief), which is part of 'Fase 1' (Phase 1). This illustrates how tasks are organized within the platform, from the brand's perspective. - The ad shows a file attachment named 'Brief-T2.doc', indicating that relevant documents can be easily shared and accessed within the platform. This highlights the file-sharing capability, from the brand's perspective. - A chat bubble appears with a user avatar, stating, 'Aquí tienes el brief para que puedas consultarlo' (Here's the brief for you to consult). This shows how team members can communicate and share information directly within the platform, from the customer's perspective. - The ad also shows tasks assigned to different departments such as 'Marketing', 'Operaciones' (Operations), and 'Ventas' (Sales), each with a user avatar. This demonstrates how tasks can be assigned to specific team members, from the brand's perspective. - Finally, a message appears stating, 'La IA está resumiendo el contexto...' (The AI is summarizing the context...). This highlights the AI-powered feature that helps users quickly understand the project context, from the brand's perspective.

# Ad summary This image ad for Asana highlights the benefit of completing more priority work on time. The ad features a person working on a laptop with the Asana platform displayed on the screen. # Brand positioning Asana is presented as a platform that enhances productivity and organization, particularly for managing and prioritizing tasks. The brand aims to occupy the space of a reliable and efficient project management tool in the consumer's mind. It aligns with values of efficiency, organization, and timely completion of work. The brand positioning is functional, focusing on performance and simplicity in managing work processes. # Product The product featured is the Asana platform, a project management tool designed to help teams organize, track, and manage their work. It is for project managers, team leaders, and anyone involved in coordinating tasks and projects. The platform allows users to plan digital transformations, manage workloads, and track timelines. The USP is that it helps users complete three times more priority work on time. The ad addresses the purchase barrier of inefficient project management by showcasing how Asana streamlines tasks and improves timely completion. # Visual style The ad has a clean and professional visual aesthetic, with a focus on showcasing the Asana platform in a real-world setting. The production quality is high, with a well-lit and focused image. The visual motifs include a focus on digital interfaces and project management tools. The image treatment includes background blurring to focus attention on the laptop screen and text elements. The typography is clean and legible, with a clear hierarchy of information. The style is designed to be scannable and informative, aiming to capture attention in a professional context. # Hooks Headline: 3 veces más trabajo prioritario completado a tiempo # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty in managing and completing priority work on time. The ad addresses this by highlighting that users can complete "3 veces más trabajo prioritario completado a tiempo." # Value propositions - Complete 3 times more priority work on time: This connects the feature of using Asana to the benefit of increased productivity and timely task completion. # Benefits - Complete 3 times more priority work on time # Features - Digital Transformation Planning - Workload Management # Call to action None used. # Social proof - Informe técnico de la IDC sobre el valor comercial, patrocinado por Asana, The Business Value of the Asana Platform (El valor comercial de la plataforma Asana), doc. n.º US50642023, junio de 2023 # Point of view - Customer: The person using the laptop and interacting with the Asana platform represents the customer's point of view, showing the product in a real-world use case. - Brand: The text highlighting the benefits of Asana, such as completing more work on time, represents the brand's point of view, promoting its value proposition. - External source: The reference to the IDC technical report represents an external source's point of view, adding credibility and validation to the platform's value. # Storyline - The ad opens with a visual of a person working on a laptop, with the Asana platform displayed on the screen. This is intended to show the product in use and provide a real-world context for its application, experienced from the customer's perspective. - The ad highlights the statistic "3 veces más trabajo prioritario completado a tiempo" (3 times more priority work completed on time). This is intended to convey the key benefit of using Asana, emphasizing its effectiveness in improving productivity and timely task completion, told from the brand's perspective. - The ad includes a reference to an IDC technical report about the commercial value of the Asana platform. This is intended to add credibility and provide evidence of the platform's value, experienced from an external source's perspective.

# Ad summary This ad showcases Asana as a tool to bring clarity to complex projects. The ad features a woman smiling as she reviews a project plan managed with Asana, presented as a mobile notification. # Brand positioning Asana is positioned as a project management tool that transforms complexity into clarity. It aims to be the solution for individuals and teams seeking to streamline their workflows and enhance collaboration. The brand aligns with values of efficiency, organization, and AI-powered insights. Asana sets itself apart by focusing on simplifying project management through innovative features, making it accessible and user-friendly for a wide range of users. # Product Asana is presented as a project management software that helps users organize and clarify complex projects. The product offers features like project planning, task management, and AI-generated status updates. It is designed for individuals and teams who need to coordinate efforts and track progress efficiently. The USPs highlighted include its ability to provide clear, AI-driven summaries of project statuses and streamline collaboration through features like shared status updates. The ad conveys that Asana reduces the complexities of project management, making it easier to stay on top of tasks and achieve clarity. # Visual style The ad features a clean, modern design with a dark green and white color scheme. The production quality appears polished, with professional photography and graphic elements. The visual motifs include UI elements, such as app interfaces and message notifications, integrated into a real-life setting. There are no obvious filters or image treatments, maintaining a natural and authentic look. The typography is clean and legible, contributing to the overall scannability of the ad. The style feels native to a professional context, conveying reliability and ease of use. # Hooks Headline: Pasa de la complejidad a la claridad # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the complexity and disorganization that can arise when managing projects, leading to inefficiencies, confusion, and a lack of clarity. This is implied by the tagline, 'Pasa de la complejidad a la claridad,' which indicates a desire to move away from complex project management towards a more streamlined, clear process. # Value propositions - Transform complexity into clarity with project planning and task management - Clear AI-driven summaries simplifies project updates - Streamlined collaboration through shared status updates # Benefits - Organization of projects - Clear AI-driven summaries of project statuses - Streamlined collaboration - Simplified project management # Features - Project planning - Task management - AI-generated status updates # Call to action Compartir estado # Social proof - None used. # Point of view - Brand: The top caption shows the brand name and tagline, 'Pasa de la complejidad a la claridad', establishing Asana's mission and positioning. - Customer: The woman smiling suggests satisfaction, reflecting a positive user experience with the product. - Brand: The screenshots of the Asana interface and mobile notification demonstrate the platform's features and usability. - Brand: The bottom caption, 'Compartir estado', showcases a collaboration feature. # Storyline - The Asana logo and tagline, 'Pasa de la complejidad a la claridad,' (Move from complexity to clarity) are displayed at the top. This introduces Asana as the solution for simplifying project management, setting the stage for the ad's focus on clarity. The brand is telling this part of the story. - A woman smiles in front of an Asana project plan. This provides a visual element of a satisfied user and shows the interface of the Asana platform. The viewer is experiencing the ad from the perspective of a satisfied user who has benefitted from the tool. - An Asana interface shows project details, including a 'Campaña global' (Global campaign) with planning and status updates managed within the platform. This demonstrates the organization that Asana brings to campaign management. The brand is highlighting Asana's ability to organize projects in a central, easily visible space. - A mobile notification pops up, showing an AI-generated status update and the option to 'Compartir estado' (Share status). This showcases the product's collaboration and AI-powered features, emphasizing Asana's ease of use and modern capabilities. The brand is showing how easy it is for users to update the progress of projects to collaborators.

# Ad summary This ad promotes Asana, a work management platform, by highlighting the time-saving benefits users can achieve. The ad features a person interacting with the Asana app on a smartphone, showcasing the platform's interface and goal-tracking capabilities. The headline emphasizes the potential to save nearly two days per week, based on a study by Asana's Work Innovation Lab. # Brand positioning Asana is presented as a modern, tech-forward solution for work management and team collaboration. The brand aims to occupy the space of a productivity enhancer, promising to streamline workflows and improve efficiency. The brand aligns with values of organization, goal achievement, and data-driven decision-making. Asana pushes against the chaos and disorganization often associated with traditional project management methods, offering a more structured and visually clear approach. The brand positioning is both functional (improving productivity) and emotional (reducing stress and increasing control over work). # Product The product featured is the Asana work management platform, accessed via a smartphone app. It is designed for teams and individuals looking to improve their project tracking, goal management, and overall productivity. The app allows users to set objectives, track progress, and manage sub-goals. Key features shown include the ability to monitor revenue growth targets and manage outbound campaign programs. The ad addresses the purchase barrier of time management by highlighting the potential to save nearly two days per week. The ad emphasizes that Asana is a tool worth trying for those seeking to optimize their work processes and achieve better results. # Visual style The ad has a clean and modern visual aesthetic, with a focus on showcasing the Asana app interface. The production quality appears to be studio-shot, with good lighting and clear focus on the product. The visual motifs include a color block background and a focus on UI elements. The image treatment includes background blurring and color grading to create a cohesive look. The typography is large and bold, making the headline easily scannable. The style is designed to be native to a social media feed, with a focus on clear messaging and visual appeal. # Hooks Headline: Ahorra casi 2 días por semana # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of inefficient work management and the resulting time wasted. The phrase "Ahorra casi 2 días por semana" (Save almost 2 days per week) directly signals this frustration. # Value propositions - Save almost 2 days per week (by using Asana) # Benefits - Save almost 2 days per week # Features - Goal tracking - Progress bars - Sub-goal management # Call to action None used. # Social proof - "Según un estudio realizado en diciembre de 2024 por el Work Innovation Lab de Asana" (According to a study conducted in December 2024 by the Work Innovation Lab of Asana) # Point of view - Brand: The Asana logo and app interface are prominently displayed, showcasing the product's features and branding. - External source: The phrase "Según un estudio realizado en diciembre de 2024 por el Work Innovation Lab de Asana" (According to a study conducted in December 2024 by the Work Innovation Lab of Asana) provides validation for the product's claims. # Storyline - The ad opens with a view of the Asana app interface on a smartphone, displaying a goal-tracking dashboard. This is included to immediately showcase the product's functionality and visual appeal, from the brand's perspective. - The focus then shifts to the potential time-saving benefits, with the headline "Ahorra casi 2 días por semana" (Save almost 2 days per week). This is included to grab the viewer's attention and highlight a key value proposition, from the brand's perspective. - The ad concludes with a reference to a study by Asana's Work Innovation Lab, providing credibility and backing up the time-saving claim. This is included to build trust and reinforce the product's effectiveness, from an external source perspective.

# Ad summary This ad for Asana highlights the time-saving benefits of using the platform. It features a statistic about how much time users can save each week, along with a visual of the Asana interface on a laptop screen. # Brand positioning Asana is presented as a solution for businesses and teams looking to improve their project management and workflow efficiency. The brand aims to occupy the space of a productivity tool that helps users save time and stay organized. The ad promotes a functional positioning, emphasizing the practical benefits of using Asana to reduce time spent searching for information and improve overall team performance. The brand aligns with values of efficiency, organization, and productivity, and it pushes against the norm of disorganized workflows and time-wasting processes. # Product Asana is a project management platform designed to help teams organize, track, and manage their work more efficiently. The product is for teams and individuals who need to coordinate tasks, projects, and deadlines. The ad highlights that users can save 55% of their time searching for information each week by using Asana. The platform includes features such as task lists, Gantt charts, boards, timelines, and dashboards. The ad addresses the pain point of wasted time spent searching for information, positioning Asana as a solution to streamline workflows and improve productivity. The ad is telling the viewer that Asana is worth trying because it can significantly reduce the amount of time spent on unproductive tasks, allowing them to focus on more important work. # Visual style The ad has a clean and professional visual style, with a focus on showcasing the Asana platform's interface. The use of a solid maroon background and clear typography creates a consistent and branded look. The image is well-lit and sharp, giving it a polished feel. The overall design is simple and straightforward, emphasizing the key message about time savings. # Hooks Headline: Un 55 % menos de tiempo buscando información cada semana # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wasted time spent searching for information, which can be a significant frustration for teams and individuals trying to manage projects and tasks efficiently. The ad highlights that users can save 55% of their time searching for information each week by using Asana, directly addressing this frustration. # Value propositions - Save time by using Asana to organize and manage your work more efficiently. # Benefits - Save 55% of your time searching for information each week # Features - Task lists - Gantt charts - Boards - Timelines - Dashboards # Call to action None used. # Social proof - "Informe técnico de la IDC sobre el valor comercial, patrocinado por Asana, The Business Value of the Asana Platform (El valor comercial de la plataforma Asana), doc. n.º US50642023, junio de 2023" # Point of view - Brand: The brand is presenting the statistic and showing the product in action to demonstrate its value and benefits. # Storyline - The ad starts by presenting a statistic: "Un 55% menos de tiempo buscando información cada semana" (55% less time searching for information each week). This is intended to immediately grab the viewer's attention by highlighting a significant benefit of using Asana. The brand is presenting this statistic to showcase the efficiency and time-saving capabilities of its platform. - The ad then shows a laptop screen displaying the Asana interface, with various project management tools and tasks listed. This provides a visual representation of the platform's features and functionality, allowing the viewer to see how Asana can help organize and manage their work. The brand is showing the product in action, demonstrating its user-friendly interface and comprehensive project management capabilities. - Finally, the ad includes a small-print disclaimer at the bottom, attributing the statistic to an IDC technical report sponsored by Asana. This adds credibility to the claim by referencing an external source. The brand is using an external source to validate the claim.

# Ad summary This ad for Asana highlights the productivity and efficiency benefits of the platform. It showcases a project management interface with AI-generated follow-ups and task management features. # Brand positioning Asana is presented as a modern, AI-driven project management platform designed to boost productivity and efficiency. The brand aims to occupy the space of a sophisticated, tech-forward solution for teams looking to streamline their workflow. It aligns with values of organization, automation, and collaboration, pushing against the norms of traditional, manual project management methods. The brand positioning is both functional, emphasizing performance and simplicity, and emotional, promoting a sense of control and accomplishment. # Product Asana is a project management platform designed to enhance team productivity and efficiency. It features a task management interface with lists, boards, and timelines for organizing projects. The platform includes AI-generated follow-ups to automate routine tasks, scheduling tools for kick-off meetings, and resource locking to prevent conflicts. The ad highlights features such as creating status updates with AI and running rules to automatically mark statuses as 'In progress.' The product is for teams and individuals looking to streamline their workflow and improve project outcomes. The ad addresses the purchase barrier of complexity by showcasing a user-friendly interface and automated features. # Visual style The ad has a clean, modern visual style with a focus on the digital interface of the Asana platform. The production quality is high, with a studio-shot feel. The visual motifs include a grid layout and flat design elements. The image treatment involves background removal and subtle color grading. The typography is large and bold, enhancing scannability in the feed. The style mimics a platform-native look, making it feel integrated and less disruptive. # Hooks Headline: Boost productivity and efficiency # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of inefficient project management, where tasks are not followed up on, schedules are not adhered to, and resources are not properly allocated. This is signaled by the need for AI-generated follow-ups and automated status updates. # Value propositions - AI-generated follow-ups: Automate routine tasks to save time and effort. - Running rule: Automatically mark status as In progress to keep projects on track. # Benefits - Boost productivity - Boost efficiency # Features - AI-generated follow-ups - Schedule Kick-off - Lock resourcing - AI creating status update.. - Running rule - Mark status as In progress # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the features and benefits of the Asana platform. # Storyline - The ad opens by stating the core value proposition: 'Boost productivity and efficiency.' This is the brand speaking directly to the audience, setting the stage for how Asana can improve their work life. - Next, the ad shows a project management interface with a 'Q3 Launch' project. The brand is showing the audience a glimpse of the platform's organization capabilities, highlighting features like lists, boards, and timelines. - The ad highlights specific features such as 'AI-generated follow-ups,' 'Schedule Kick-off,' and 'Lock resourcing.' The brand is showcasing the platform's AI-driven automation and task management tools, emphasizing how Asana simplifies project management. - The ad shows additional features like 'AI creating status update...' and 'Running rule' to 'Mark status as In progress.' The brand is demonstrating the platform's ability to automate routine tasks and keep projects on track.

# Ad summary This ad for Asana features a smiling woman and promotes Asana as a means to go from complexity to clarity in project management. The ad showcases the platform's user interface and AI-generated status updates. # Brand positioning Asana positions itself as a platform that simplifies project management and brings clarity to complex tasks. The brand aims to occupy the space of an organized and efficient workspace solution, appealing to users who value clarity and streamlined workflows. With a clean and modern aesthetic, the brand seems to align with values of productivity and technological innovation, seemingly pushing against the chaos of traditional project management methods. Asana offers a functional approach to project management by providing tools and features to enhance organization and efficiency. # Product Asana is a project management platform designed to help teams organize, track, and manage their work efficiently. It offers features such as task lists, timelines, and AI-generated status updates. The platform is suitable for teams and individuals seeking to streamline their workflows and improve productivity. The ad highlights the 'AI-generated status' feature, suggesting that Asana can automatically provide summaries and updates on project progress. By addressing the common pain point of project complexity, Asana positions itself as a solution that brings clarity and simplifies project management. # Visual style The ad has a clean and modern visual style with a focus on showcasing the Asana platform's user interface. The production quality appears to be high, with professional photography and well-designed UI elements. The image treatment includes background blurring and color grading to create a cohesive look. The typography is clean and legible, and the overall style feels appropriate for a tech or SaaS product. The use of a real person adds a relatable element and a friendlier visual. The design appears in-feed friendly, with a focus on clear messaging and visual appeal for scannability. # Hooks Headline: Go from complexity to clarity # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of project management complexity, as visualized through the text, 'Go from complexity'. # Value propositions - AI-generated status for simplifying project updates - Clarity over complexity for improved project management # Benefits - Go from complexity to clarity # Features - AI-generated status # Call to action Share status # Social proof - None used. # Point of view - Brand: The Asana logo and core value proposition ('Go from complexity to clarity') are presented from the brand's perspective to introduce the product and its mission. - Brand: The Asana platform elements (Global campaign, Planning, AI-generated status, Summary) provide a view of the product's features, showcasing its functionality from the brand's perspective. - Customer: The chat status with a timestamp and option to 'Share status' provide a sense of real-time communication and collaboration, from the perspective of a user. # Storyline - The Asana logo is displayed along with the core value proposition, that users will be able to 'Go from complexity to clarity.' This introduces the product and explains its main value proposition to the customer. - The Asana platform is shown with highlighted elements like 'Global campaign,' 'Planning,' and 'AI-generated status,' with a focus on the 'Summary.' This shows the product and its features, from the brand's perspective, in an effort to showcase the product's functions. - The visual of a chat status, timestamped '1:45 pm,' with the option to 'Share status,' provides a sense of real-time communication and collaboration, showing the product's use as experienced by a user.

# Ad summary This ad showcases the Asana platform and its AI capabilities for project management. It highlights features like task management, timeline creation, and AI-driven status updates, all within the Asana interface. # Brand positioning Asana is presented as a modern, AI-powered project management platform designed to streamline workflows and enhance team collaboration. The brand aims to occupy the space of an innovative and efficient solution for managing projects of any scale. It aligns with values of productivity, organization, and technological advancement, pushing against the norms of traditional, manual project management methods. The brand positioning is both functional, emphasizing performance and simplicity, and emotional, promoting a sense of control and efficiency in managing complex tasks. # Product The ad features the Asana platform, a project management tool designed to help teams organize, track, and manage their work. It showcases features such as task lists, timelines, and AI-driven status updates. The platform is depicted as user-friendly and efficient, addressing the pain points of disorganized project management. The ad highlights the AI capabilities of Asana, such as the ability to create status updates automatically, which is presented as a unique selling point. The product is for teams and individuals looking to improve their productivity and collaboration. The ad conveys that Asana is worth trying or buying because it simplifies complex project management tasks and enhances team efficiency. # Visual style The ad has a clean and modern visual aesthetic, with a focus on showcasing the Asana platform's user interface. The production quality is high, with a studio-shot feel. The visual motifs include a grid layout and flat design elements. The image treatment includes subtle color grading and drop shadows. The typography is clean and legible, with a focus on readability. The style is platform-native, mimicking the look and feel of a typical software interface, which enhances scannability and stop power in feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of disorganized project management, as signaled by the need for task lists, timelines, and resource allocation. # Value propositions - AI-driven status updates for automated reporting - Task management for organized workflows - Timeline creation for clear project visualization - Resource allocation for efficient team management # Benefits - Streamlined workflows - Enhanced team collaboration - Improved productivity - Efficient project management # Features - AI-driven status updates - Task management - Timeline creation - Resource allocation # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the features and benefits of the Asana platform. # Storyline - The ad opens with a view of the Asana platform interface, showcasing a project timeline with various tasks and milestones. This is intended to demonstrate the platform's organizational capabilities from the brand's perspective. - A popup highlights the AI-driven status update feature, indicating that the AI is creating the status update. This is included to emphasize the platform's automation and efficiency, from the brand's perspective. - Another popup shows the ability to program and block the assignment of resources, highlighting the platform's resource management capabilities. This is intended to showcase the platform's comprehensive project management features, from the brand's perspective. - The ad concludes with the Asana logo, reinforcing brand recognition and association with the showcased features, from the brand's perspective.

# Ad summary This ad for Asana highlights the benefit of using the platform to reduce time spent searching for information. # Brand positioning Asana is presented as a solution for businesses seeking to improve team collaboration and project management. The brand positions itself as a tool that enhances productivity by reducing the time spent searching for information, suggesting a focus on efficiency and streamlined workflows. The brand aligns with values of organization, clarity, and effective communication, aiming to occupy a space in the consumer's mind as a reliable and user-friendly platform that solves common workplace challenges. By emphasizing time savings and improved productivity, Asana promotes a functional brand positioning that appeals to businesses looking for tangible improvements in their operational efficiency. # Product Asana is a project management platform designed to help teams organize, track, and manage their work more efficiently. The ad highlights the platform's ability to reduce the time spent searching for information, suggesting that it streamlines workflows and enhances productivity. The product is for teams and individuals who need to manage projects, tasks, and deadlines effectively. The ad addresses the common pain point of wasted time spent searching for information, positioning Asana as a solution that saves time and improves overall efficiency. The ad conveys that Asana is worth trying or buying because it offers a tangible benefit of reducing time wasted on information retrieval, leading to increased productivity and better project outcomes. # Visual style The ad has a clean and modern visual aesthetic, with a focus on simplicity and clarity. The production quality appears to be studio-shot, with soft lighting and a shallow depth of field. The visual motifs include a focus on the product in use, a clean workspace, and bold typography. The image treatment includes background blurring and color grading to create a cohesive and professional look. The typography is large and bold, designed to be easily scannable in a fast-moving feed. The style aims to be native to the platform, blending in with other professional content while still standing out with its clear messaging and visual appeal. # Hooks Headline: 55% less time spent searching for info per week # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of wasting time searching for information, as highlighted by the statistic "55% less time spent searching for info per week." # Value propositions - Reduce time spent searching for information by 55% per week # Benefits - less time spent searching for info per week # Features - Project management platform # Call to action None used. # Social proof - IDC Business Value White Paper, sponsored by Asana, The Business Value of the Asana Platform, Doc. #US50642023 June 2023 # Point of view - Brand: The brand's POV is present through the visual of the Asana platform on the laptop screen and the statistic about time savings, showcasing the product's interface and highlighting its benefits. - External source: The external source POV is present in the citation of the IDC Business Value White Paper, adding credibility to the claim and reinforcing the value proposition with data-backed evidence. # Storyline - The ad opens with a visual of the Asana platform being used on a laptop, immediately establishing the product in a real-world context. This is from the brand's perspective, showcasing the platform's interface and functionality to draw the viewer in. - The ad then highlights a key statistic: "55% less time spent searching for info per week." This is from the brand's perspective, emphasizing the tangible benefits of using Asana and directly addressing a common pain point in project management. - The ad concludes by citing the source of the statistic as an IDC Business Value White Paper, sponsored by Asana. This is from an external source perspective, adding credibility to the claim and reinforcing the value proposition with data-backed evidence.

# Ad summary This ad promotes Asana, a work management platform, by showcasing its ability to bring all teams together on a single platform. The ad features a screenshot of the platform's interface, highlighting its campaign management capabilities and AI-powered task generation. # Brand positioning Asana is presented as a comprehensive work management platform designed to streamline team collaboration and project execution. The brand aims to occupy the space of a centralized solution for managing tasks, projects, and team workflows. It promotes values of efficiency, organization, and technological innovation, particularly through its integration of AI. Asana positions itself as a modern, tech-forward solution that simplifies complex project management, contrasting with more traditional or fragmented approaches. # Product The product featured is Asana, a work management platform that enables teams to organize and track their projects in one place. The ad highlights the platform's campaign management capabilities, showing a visual interface with tasks, timelines, and team collaboration features. It showcases the ability to manage a "Campaña global" (Global Campaign) with features like task assignment, progress tracking, and team communication. A key USP is the integration of AI, which is shown generating approval tasks. The platform is designed for teams across various departments, including Ventas (Sales), Operaciones (Operations), and Marketing, aiming to break down silos and improve coordination. The ad addresses the pain point of managing multiple teams and projects by offering a unified platform. # Visual style The ad has a clean, modern visual style with a focus on the Asana platform's interface. The use of a solid purple background and white interface elements creates a visually appealing contrast. The design is simple and straightforward, emphasizing the platform's ease of use and functionality. The overall aesthetic is professional and tech-forward, aligning with Asana's brand identity. # Hooks Headline: Todos tus equipos en una sola plataforma # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of managing multiple teams and projects across different departments, which can lead to disorganization and inefficiency. The ad aims to solve this by offering a unified platform where all teams can collaborate and track their progress in one place. # Value propositions - AI generating approval tasks # Benefits - Todos tus equipos en una sola plataforma # Features - AI está generando las tareas de aprobación... # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the features and benefits of the Asana platform. # Storyline - The ad opens with the headline "Todos tus equipos en una sola plataforma" (All your teams on a single platform), setting the stage by highlighting the core value proposition of Asana as a unifying tool for team collaboration. The brand is telling the audience that Asana can bring all teams together in one place. - The ad then shows a screenshot of the Asana platform, specifically a campaign management interface, to demonstrate the product's functionality and ease of use. The brand is showing the audience how Asana works and what it looks like. - The ad highlights the AI-powered task generation feature, emphasizing Asana's technological innovation and efficiency. The brand is telling the audience that Asana uses AI to automate and simplify project management. - The ad lists various departments (Ventas, Operaciones, Marketing) to illustrate the platform's versatility and applicability across different teams. The brand is showing the audience that Asana is suitable for various teams.

# Ad summary This ad for Asana uses on-screen text and UI animations to call out the ways its AI-powered project management platform helps teams stay on the same page. It starts with a brief problem statement about communication getting messy, then shows Asana's interface in action. The ad concludes with a free trial CTA. # Brand positioning Asana is presented as a project management platform that helps teams stay aligned and on track. The brand is positioned as a solution to the messiness and disorganization that can arise when working with multiple teams on projects. Its value proposition lies in its ability to streamline communication and provide visibility into where teams may be facing challenges. Asana is presented as modern, using vibrant colors and animations, with a focus on simplicity and ease of use. It seems to push against the complexity often associated with traditional project management tools, offering a more intuitive and user-friendly experience. # Product Asana is a project management tool designed to help teams stay organized and aligned. It offers features such as status updates, task assignments, and progress tracking. Asana AI is highlighted as a key component, showing where teams may be stuck so that managers can get everyone back on track. The platform helps you work with every team on any project. The ad promotes a free trial as a low-risk way to experience the benefits of Asana, suggesting it's easy to onboard and see immediate value. # Visual style The ad has a polished, professional aesthetic with a focus on simplicity and clarity. The editing style employs quick cuts and smooth transitions to maintain a brisk pace. The production quality is high, with clean graphics and clear visuals, and it has a modern feel. The pacing is moderate, with cuts timed to voiceover lines and music beats to create a sense of rhythm and engagement. # Hooks Spoken: 00:00–00:02 Working with different teams can get messy. Text overlay: 00:00–00:02 Can get messy Visual: 00:00–00:01 On a maroon background, white text animates onto the screen along with various shapes that contain profile photos. All the shapes connect back to the center where there is a white circle with 3 red, pink, and blue stars inside. / 00:01–00:02 Zooming into the screen, the various shapes, text, and stars animate around the maroon background. # Funnel stage Middle of funnel (Consideration) # Pain points Working with different teams can get messy. # Value propositions - Asana AI helps to keep your team on track and see where they might be stuck. - The product is built so that all teams on every project are kept on the same page. # Benefits - Keeps everyone on the same page - Shows you where teams are stuck - Helps you work with every team on any project # Features - Asana AI - Status updates - Task assignments - Progress tracking # Call to action Try it for free at asana.com # Social proof - None used. # Point of view - Brand 100% – All aspects of the ad are delivered in the official voice of the brand, with scripted lines and product claims. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a generalized problem statement that working with different teams can be messy. - 00:02–00:04 00:02–00:04 Then, the ad promotes Asana as the solution by explaining that it keeps everyone on the same page. - 00:04–00:09 00:04–00:09 The ad continues by introducing Asana AI and its functionality by showing you where teams are stuck, allowing you to get everyone back on track. - 00:09–00:12 00:09–00:12 The ad transitions to highlight that Asana helps you work with every team on any project. - 00:12–00:14 00:12–00:14 The ad concludes by telling the audience to try it for free at asana.com.

# Ad summary This ad promotes Asana AI, highlighting its ability to define the future of work by helping understand the work that people are doing. # Brand positioning Asana is presented as a forward-thinking technology company focused on defining the future of work through artificial intelligence. The brand aligns with values of innovation, efficiency, and understanding the dynamics of work. It positions itself as a leader in leveraging AI to enhance work processes, suggesting a functional and progressive approach to workplace solutions. # Product Asana AI is a tool designed to help understand the work that people are doing. It provides insights into team capacity, as demonstrated by the notification that "Jaylon Philips may be over capacity" with 20 tasks. The product aims to address the challenge of workload management and resource allocation, offering a way to suggest scenarios and optimize team performance. The ad highlights Asana AI as a solution worth trying for its potential to improve understanding and management of work within organizations. # Visual style The ad has a polished, corporate aesthetic with clean visuals and modern office settings. The editing style is smooth with quick cuts between shots of people working and close-ups of the product interface. The production quality is high-end, supporting a professional and innovative tone. The pacing is moderate, with cuts timed to the voiceover. # Hooks Spoken: 00:02–00:06: We are using Asana AI to define the future of work. Visual: 00:02–00:03: A wide shot shows three silhouetted figures walking along a corridor with large windows. Outside, a cityscape is visible under a bright sky. / 00:03–00:06: The camera follows people walking into an office space. A woman with curly hair sits at a table working on a laptop. The office has large windows and modern decor. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that understanding and managing team capacity is a challenge, as highlighted by the notification that "Jaylon Philips may be over capacity." # Value propositions - Asana AI helps understand the work that people are doing, defining the future of work. # Benefits - Helps understand the work that people are doing - Defines the future of work # Features - Asana AI # Call to action None used. # Point of view - Brand 50% – The brand voice introduces the product and its purpose. - Customer 50% – A customer expresses excitement about the product's potential. # Storyline - 00:00–00:02 The ad opens with the logos of Asana and Palo Alto Networks, suggesting a partnership or collaboration. - 00:02–00:06 00:02–00:06: People are walking through a modern office space with large windows overlooking a city skyline. This sets the scene in a contemporary, professional environment. - 00:02–00:06 00:02–00:06: A voiceover introduces the concept of using Asana AI to define the future of work, establishing the ad's central theme. - 00:06–00:14 00:06–00:14: A woman is shown working on a laptop, followed by a close-up of her hands typing. A notification pops up on the screen indicating that "Jaylon Philips may be over capacity," highlighting a specific problem that Asana AI can address. - 00:06–00:14 00:06–00:14: The woman expresses excitement about Asana AI's potential to help understand the work that people are doing, reinforcing the product's value proposition. - 00:14–00:18 00:14–00:18: The ad concludes with the Asana logo, reinforcing the brand identity.

# Ad summary This ad features a person talking about how they use Asana to work with different teams. Asana AI shows you where teams are stuck so you can get them back on track. Asana helps you work with every team on any project. # Brand positioning Asana is a project management platform that helps teams of all sizes stay organized and on track. The brand positions itself as a solution to the chaos and disorganization that can arise when working with multiple teams on complex projects. Asana aims to occupy the space of a reliable, user-friendly tool that brings clarity and efficiency to team collaboration. The brand's tone is professional and helpful, promoting a sense of control and accomplishment. Asana sets itself apart by offering AI-powered features that proactively identify bottlenecks and keep projects moving forward. # Product Asana is a project management platform designed to help teams collaborate effectively and stay on the same page. It offers features such as project planning, task tracking, and status updates. The ad highlights Asana AI, which proactively identifies where teams are stuck, allowing managers to get them back on track. Asana helps teams work together on any project, providing a centralized hub for all project-related information and communication. By addressing the pain points of disorganization and lack of visibility, Asana positions itself as a tool that brings clarity and efficiency to team collaboration. # Visual style The ad has a clean, modern aesthetic with a mix of live-action and screen-recorded visuals. The color palette is bright and cheerful, with a focus on pastel colors and a plum purple accent. The editing style is relatively quick, with cuts timed to the music and voiceover. The production quality is polished, giving the ad a professional and trustworthy feel. # Hooks Spoken: Male 1: Working with different teams can get messy. Text overlay: Kevin / Marketing Visual: 00:00–00:01 A medium shot of a man with fair skin and red hair. He is wearing a black button-up shirt and is sitting at a wooden table. Behind him is a large window with a green plant to the left. The framing is stationary and the lighting is bright. / 00:01–00:02 The same shot as before, but with animated icons of a key, calendar, and chat bubble overlayed in each corner. # Funnel stage Middle of funnel (Consideration) # Pain points The main pain point addressed in the ad is the disorganization and chaos that can arise when working with multiple teams on complex projects: "Working with different teams can get messy." # Value propositions - AI keeps you on track # Benefits - Keeps us on the same page - Shows me where teams are stuck so I can get us back on track - Helps you work with every team on any project # Features - AI - project planning - task tracking - status updates # Call to action Try it for free at Asana.com. # Social proof - "Asana AI shows me where teams are stuck so I can get us back on track" – Male 1 (Employee) # Point of view - Brand 100% – The ad is told from the official voice of the brand, showcasing the product’s features and benefits. # Storyline - 00:00–00:02 A man is sitting at a desk talking about working with different teams. - 00:02–00:04 It cuts to a screen recording of the Asana software. - 00:04–00:09 The screen recording shows the AI feature and explains how it shows you where teams are stuck. - 00:09–00:13 The ad then cuts to icons and headshots of people from different departments. - 00:13–00:15 The ad shows the Asana logo with a unicorn, and encourages users to try Asana for free at Asana.com.

# Ad summary This ad for Asana highlights the time-saving benefits of using the platform. It features a hand holding a phone displaying the Asana app, with a focus on goal tracking and progress. The ad emphasizes the potential to save nearly 2 days per week, based on a study by Asana's Work Innovation Lab. # Brand positioning Asana is presented as a solution for businesses and teams looking to improve their productivity and efficiency. The brand positions itself as a tool that helps users track goals, manage projects, and ultimately save time. The ad implies that Asana is a modern, tech-forward company that invests in research to demonstrate the value of its platform. The brand aims to occupy the space of a reliable and effective project management tool, promoting a data-driven approach to productivity. # Product The product being advertised is the Asana project management platform, specifically its mobile app interface. The app is shown on a smartphone screen, displaying a goal-tracking dashboard. The dashboard features an objective to "Grow revenue by 12%", with a progress bar indicating 75% completion. It also shows sub-goals, such as "Expand outbound campaign programs" at 70% completion and "Increase SDR headcount" at 32% completion. The ad highlights the platform's ability to track progress towards goals and manage sub-goals, suggesting it helps users stay organized and on track. The USP is the potential time savings, with the ad claiming users can "Save nearly 2 days per week" by using Asana. # Visual style The ad has a clean and modern visual style, with a focus on showcasing the Asana app interface. The use of a solid background color and blurred background elements helps to draw attention to the product. The overall aesthetic is professional and tech-forward. # Hooks Headline: Save nearly 2 days per week # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that users are struggling with time management and productivity, leading to wasted time and inefficiency. The phrase "Save nearly 2 days per week" signals this frustration. # Value propositions - Save nearly 2 days per week (by using Asana) # Benefits - Save nearly 2 days per week # Features - Goal tracking dashboard - Progress bars for sub-goals # Call to action None used. # Social proof - Based on a study conducted in December 2024 by Asana's Work Innovation Lab # Point of view - Customer: The hand holding the phone displaying the Asana app shows the app's interface and features from a user's perspective. - Brand: The claim that users can "Save nearly 2 days per week" is a key value proposition presented by the brand. - External source: The citation of a study conducted by Asana's Work Innovation Lab provides a source of credibility and validation. # Storyline - The ad opens with a visual of a hand holding a smartphone displaying the Asana app, focusing on the goal-tracking dashboard. This is intended to showcase the app's interface and key features from the customer's perspective, highlighting its ability to manage and track progress towards goals. - The ad then presents the claim that users can "Save nearly 2 days per week" by using Asana. This is a key value proposition, presented from the brand's perspective, designed to capture the viewer's attention and highlight the potential time-saving benefits of the platform. - The ad concludes by citing a study conducted by Asana's Work Innovation Lab, providing a source of credibility and validation for the time-saving claim. This is presented from an external source perspective, aiming to build trust and reinforce the value proposition.