How Babylist Advertises on Meta

# Ad summary This ad features a pregnant woman taking a mirror selfie and sharing a positive review of a baby registry service. # Brand positioning The brand is presented as a helpful service for expectant parents, specifically in creating a baby registry. The brand aims to occupy the space of a reliable and highly recommended resource for new parents. The brand aligns with the values of convenience and support during the pregnancy journey. The ad does not explicitly push against any category norms but rather focuses on providing a positive experience. The brand positioning is both functional (providing a registry service) and emotional (offering support and peace of mind). # Product The product being advertised is a baby registry service. The service is for expectant parents who are creating a list of items they need for their baby. The ad highlights the ease and completeness of the service, with the user stating, "I did my entire baby registry with them." The USP is the ability to create an entire baby registry with the service. The ad addresses the purchase barrier of the overwhelming task of creating a baby registry by showcasing a user who found the service helpful and easy to use. # Visual style The ad has a UGC (user-generated content) production quality, resembling a casual mirror selfie taken with a smartphone. The visual motif is a real-life setting with a testimonial overlay. The image treatment includes natural lighting and minimal editing. The style mimics a platform-native post, likely intended for in-feed placement. The typography is simple and legible, integrated into the testimonial bubble. The style aims to be relatable and authentic, enhancing scannability and stop power in the feed. # Hooks Headline: I did my entire baby registry with them. Can't recommend highly enough. ☁️☁️☁️ # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the overwhelming task of creating a baby registry. The ad addresses this by showcasing a user who found the service helpful and easy to use: "I did my entire baby registry with them." # Value propositions - Complete baby registry creation: "I did my entire baby registry with them." - High recommendation: "Can't recommend highly enough." # Benefits - Complete baby registry creation - Highly recommended # Features - Baby registry service # Call to action None used. # Social proof - "I did my entire baby registry with them. Can't recommend highly enough." – roseandryeame # Point of view - Customer: The testimonial bubble shows a customer sharing her positive experience with the baby registry service, using "I" statements to convey firsthand use. # Storyline - A pregnant woman is taking a mirror selfie. This is included to show the user in a real-life setting, sharing her experience from a personal perspective. - A testimonial bubble appears over the image, with a positive review of the baby registry service. This is included to build trust and credibility by showing that other customers have had a positive experience with the service.

# Ad summary This ad showcases the Medela Pump in Style Pro+ breast pump, highlighting the option to choose between a traditional setup or a hands-free system. It emphasizes the pump's hospital-inspired performance, multiple suction levels, and flange sizes, catering to different preferences and needs. # Brand positioning Medela is presented as a leading brand in breast pump technology, offering solutions tailored to the modern mother's needs. The brand focuses on flexibility, comfort, and high performance with its Pump in Style Pro+ model. Medela emphasizes the adaptability of its product, allowing mothers to choose the pumping method that best suits their lifestyle. By offering both traditional and hands-free options, the brand positions itself as responsive to the diverse needs of its customer base. The brand aligns with empowerment by providing options that allow mothers to pump conveniently. # Product The Medela Pump in Style Pro+ breast pump is featured in both a traditional and hands-free configuration. The traditional setup involves pumping directly into bottles attached to the pump, while the hands-free option consists of collection cups that fit into the bra, connected via tubes to the pump motor. The pump offers hospital-inspired performance, 16 suction levels for customized comfort, and multiple flange sizes to optimize milk flow. The design aims to address convenience, comfort, and efficiency. The hands-free version provides mobility while pumping, addressing the need for multitasking. The traditional version meets the preference for pumping directly into bottles. # Visual style The ad has a polished, commercial feel with a focus on clear product demonstration. It is shot with a bright, natural light and features a clean aesthetic. The editing style includes quick cuts to maintain a fast pace and smooth transitions between shots. The pacing is consistent, with cuts timed to coincide with music beats and voiceover lines. # Hooks Spoken: Two ways to pump. Text overlay: Two ways to pump Visual: 00:00–00:02: A split-screen shot showing the Medela breast pump in two configurations: the traditional set up on the top and the hands-free set up on the bottom. The breast pumps are set on light-colored wooden shelves against a white wall. A small potted plant is on the left side of the top shelf. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of balancing pumping with daily activities, particularly for mothers who need to multitask or prefer the convenience of pumping directly into bottles. This is implied in phrases like 'Need more mobility?' and 'Prefer pumping straight into bottles?' # Value propositions - Flexibility to choose between hands-free and traditional pumping - Customizable comfort with 16 suction levels - Improved milk flow with multiple flange sizes - Hands-free option for mobility # Benefits - For your comfort - Better milk flow - Need more mobility? Go Hands-Free - Prefer pumping straight into bottles? Go Traditional # Features - Pro+ Hands-Free - Pro+ Traditional - Hospital-inspired performance - 16 suction levels - Multiple flange sizes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told from the brand's perspective, showcasing the product features and benefits. # Storyline - 00:00–00:02 The ad opens by showcasing two different breast pump setups: a traditional double pump with bottles and a hands-free, in-bra pumping system. This is meant to immediately highlight the core product differentiator and pose a question to the viewer. - 00:02–00:04 The ad then directly addresses the viewer with the question of whether the hand-free or traditional system will fit their routine best. This is intended to make the viewer pause and consider which of the systems would work for them as an individual. - 00:04–00:07 The ad introduces Medela’s Pro+ Hands-Free and Pro+ Traditional breast pumps. This is designed to label the products being shown and build brand awareness. - 00:07–00:11 The ad highlights the pump's hospital-inspired performance. The intended message is that the pump has clinical efficacy and quality. - 00:11–00:14 The ad shows the multiple suction levels for customized comfort. This is meant to demonstrate the tunability of the device. - 00:14–00:17 The ad displays multiple flange sizes for better milk flow. This segment is intended to show product personalization. - 00:17–00:19 The ad addresses the need for mobility by showcasing the hands-free option. The intention is to provide a product that adapts to multitasking. - 00:19–00:23 The ad addresses the preference for pumping straight into bottles by presenting the traditional setup. The message is that mothers can choose whatever best suits their needs. - 00:23–00:26 The ad encourages viewers to choose the setup that fits their day, emphasizing flexibility. The intent is that customers have options. - 00:26–00:30 The ad concludes by stating that options make it easier. The message is that the brand is helpful and considerate of their customers.

# Ad summary This ad for Little Sleepies features a collage of images of their baby clothing, including several babies wearing the clothes. There is also a quote from The Everymom about the difficulty of choosing just one design. # Brand positioning Little Sleepies is presented as a brand offering a wide variety of baby clothing designs. The emphasis on design choice and the quote from The Everymom highlight the brand's appeal to parents who want stylish and diverse options for their children's wardrobe. The brand aims to occupy a space in the consumer's mind as a provider of fashionable and appealing designs for baby clothing, suggesting a focus on aesthetics and variety, distinguishing it from brands that focus solely on functionality or basic designs. # Product The ad features baby clothing from Little Sleepies, showcasing a range of designs and styles. The clothing includes footed pajamas with various patterns such as animals, stripes, and floral prints. There are also solid-colored rompers. The clothes appear to be made of soft, comfortable materials, designed for everyday wear and sleepwear. The variety in designs is a USP, addressing the desire for aesthetic options in baby apparel. The ad communicates that these products are worth buying because of their diverse styles and visually pleasing designs. # Visual style The ad features a collage-style layout with a grid of images, each showcasing Little Sleepies' baby clothing. The production quality appears to be a mix of studio-shot and lifestyle images, giving a polished yet relatable feel. The image treatment includes soft, natural lighting and muted color grading, which enhances the gentle and comforting vibe. The typography is integrated cleanly with a focus on legibility. # Hooks Headline: "The toughest part about checking out? Narrowing down which design to get." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having too many appealing choices, making it difficult to narrow down which design to purchase. # Value propositions - Diverse styles and visually pleasing designs. # Benefits - Aesthetic options in baby apparel # Features - Variety of designs # Call to action None used. # Social proof - "The toughest part about checking out? Narrowing down which design to get." – THE EVERYMOM # Point of view - Brand: The visuals of babies wearing and interacting with the clothing showcase the brand's product range and aesthetic appeal. - External source: The quote from The Everymom validates the brand's wide range of options and makes it hard to choose just one design. # Storyline - The ad opens with a collage of images featuring babies in Little Sleepies clothing, as well as close ups of the clothing. This is to showcase the variety of options that the brand offers and highlights the comfort and style of the clothes from the brand's perspective. - A quote from The Everymom states, "The toughest part about checking out? Narrowing down which design to get." This communicates the difficulty of choosing from the available designs, implying that there are many attractive options, from the perspective of an external source.

# Ad summary This ad is for a baby registry checklist. The ad features a baby wearing sunglasses and a yellow and white striped onesie. The text overlay reads, "The Best Baby Registry Checklist." # Brand positioning This ad does not explicitly mention a brand. However, it is implied that the brand is an expert in baby registries and checklists. The brand aims to occupy the space of a helpful resource for new parents, providing guidance and support during the overwhelming process of preparing for a baby. The brand aligns with values of simplicity, organization, and expertise, offering a functional solution to a common problem faced by expectant parents. The brand positions itself as a go-to resource for creating the best baby registry, suggesting that parents should care because it simplifies the process and ensures they have everything they need. # Product The product being advertised is a baby registry checklist. This checklist is designed to help expectant parents organize and prepare for their baby's arrival by ensuring they have all the necessary items on their registry. The ad addresses the purchase barrier of feeling overwhelmed by the vast array of baby products available, offering a curated list to simplify the decision-making process. The checklist is for anyone who is expecting a baby and wants to create a comprehensive and well-organized registry. # Visual style The ad has a playful and approachable visual style. The production quality appears to be high, with a well-lit and clear image. The use of a baby wearing sunglasses adds a touch of humor and relatability. The overall design is clean and simple, with a focus on the baby and the text overlay. # Hooks Headline: THE BEST BABY REGISTRY CHECKLIST # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of feeling overwhelmed when creating a baby registry. The ad offers a solution by providing "The Best Baby Registry Checklist." # Value propositions - The best baby registry checklist # Benefits - The best # Features - Baby registry checklist # Call to action None used. # Social proof - None used. # Point of view - Brand: The top caption is from the brand's POV because it is promoting the brand's product. # Storyline - The ad opens with a headline that reads, "The Best Baby Registry Checklist." This is intended to grab the viewer's attention and communicate the ad's purpose: to provide a valuable resource for creating a baby registry. The brand is telling the audience that they have the best checklist available, positioning themselves as an authority on the subject. - The ad then shows a baby wearing sunglasses. This is intended to create a sense of fun and lightheartedness, making the topic of baby registries more approachable and engaging. The customer is experiencing the ad from the perspective of seeing a cute baby, which is likely to evoke positive emotions and make them more receptive to the message.

# Ad summary This ad showcases a children's pajama onesie featuring a sun pattern on a white backdrop. # Brand positioning Little Sleepies is presented as a children's clothing brand specializing in soft, comfortable, and playfully designed sleepwear. The brand seems to prioritize gentle fabrics and whimsical designs, positioning itself as a provider of high-quality sleepwear for infants and young children. It offers functional products while also promoting a sense of coziness and fun, suggesting a blend of practicality and emotional connection. # Product The featured product is a long-sleeved onesie pajama designed for children. It is white with a pattern of yellow suns, each sporting a smiling face. The onesie has yellow cuffs on the sleeves and legs and a yellow zipper running down the front. The pajama is designed for comfort and ease of use, with a full-length zipper making it easy to dress and undress a child. It is shown as soft and inviting, suggesting a comfortable sleep experience for the child. # Visual style The ad utilizes a clean and bright aesthetic. The soft lighting and pastel color palette create a warm and inviting atmosphere. The focus is on the product, which is clearly displayed against a simple background that enhances its visual appeal. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points Pain point: No pain point is explicitly visible or stated in the ad. # Value propositions - Soft and inviting onesie pajamas # Benefits - Comfortable sleepwear - Easy to dress and undress # Features - Onesie pajama - Long-sleeved - Full-length zipper - Sun pattern # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout, showcasing the onesie and fabric pattern to highlight the product's design and quality. # Storyline - The image focuses on showcasing the Little Sleepies onesie in its full form. This is done to present the entire design and overall aesthetic of the product, allowing the customer to see how the sun pattern looks across the whole garment from the brand's POV. - The background includes the fabric in a non-onesie format. This emphasizes the pattern while also providing additional context on the softness and quality of the material, giving the customer a better understanding of the product from the brand's POV.

# Ad summary This ad features a collection of baby products and asks the question, "What do I actually need?" # Brand positioning This ad does not explicitly mention a brand. However, the ad features a collection of baby products, including a breast pump, baby rocker, sound machine, and bassinet. The brand is implied to be a provider of essential baby products. # Product The ad features a collection of baby products. These include a gray breast pad, a black baby rocker, a white breast pump, a sound machine with a blue light, a baby formula maker, a smartphone displaying a sleep app, and a white bassinet with a wooden base. The ad aims to showcase essential items for new parents. # Visual style The ad features a clean, minimalist style with a focus on product presentation. The background is a soft pink with a wavy white pattern, creating a playful yet calming aesthetic. The products are well-lit and arranged to showcase their design and functionality. The overall style is modern and appealing to new parents. # Hooks Headline: WHAT DO I ACTUALLY NEED? # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the overwhelming feeling of new parents trying to determine which baby products are truly essential. The question "WHAT DO I ACTUALLY NEED?" highlights the confusion and uncertainty parents face when preparing for a new baby. # Call to action None used. # Point of view - Brand: The entire ad showcases a curated selection of baby products, suggesting the brand's perspective on essential items for new parents. # Storyline - The ad presents a collection of baby products, prompting the audience to consider what items are truly essential for new parents. The perspective is from the brand, aiming to guide consumers in their purchasing decisions.

# Ad summary The ad features a collage of photos showcasing Little Sleepies baby clothing, emphasizing comfort and quality. It aims to appeal to parents seeking soft and safe sleepwear for their infants. # Brand positioning Little Sleepies is presented as a premium brand focused on providing ultra-soft and comfortable baby sleepwear. The brand emphasizes the gentle touch and quality of their materials, positioning itself as a go-to for parents who prioritize their baby's comfort from day one. The tone is nurturing and caring, aligning with the needs and concerns of new parents. Little Sleepies aims to create a comforting and secure environment for babies through their clothing, steering clear of overly fussy designs and focusing on simplicity and softness. # Product The ad showcases a range of baby sleepwear products from Little Sleepies. These include footed rompers in various colors and patterns, such as solid pastel shades and playful prints featuring animals. The rompers are made from soft, ribbed material with ruffle detailing. The ad highlights the comfort and gentle feel of the sleepwear, suggesting they are perfect for sensitive baby skin. The products are displayed both on babies and neatly stacked, emphasizing their availability in different designs and sizes. The clothing is presented as easy to wear and safe for sleep, addressing parental concerns about comfort and material quality. # Visual style The ad features a clean and comforting aesthetic with soft lighting and pastel color palettes. The production quality is high, with studio-shot images arranged in a collage format. The visual motifs include close-ups of babies and neatly arranged product displays to convey a sense of care and quality. The typography is simple and legible, contributing to the overall soothing effect. # Hooks Headline: Comfy, from day one. # Funnel stage Top of funnel # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: Used throughout the image to highlight the product's features, quality, and the variety of options available. - Customer: Shown through the babies featured in the image, implying comfort and satisfaction with the sleepwear. # Storyline - The ad opens with a close-up of a baby wearing a ruffled romper being gently touched, conveying the softness and care that Little Sleepies offers. This moment is from the brand's perspective, highlighting the comfort of their clothing. - Next, there is a shot of a baby lying on a blanket, showcasing the full outfit and implying freedom of movement and comfort. This moment is presented from the baby’s perspective, emphasizing the comfort and ease of wear. - A photo of three babies wearing different Little Sleepies outfits is shown to highlight the variety and options available. This is from the brand’s perspective, showcasing its range of styles and designs. - The ad concludes with a stack of folded Little Sleepies outfits alongside wooden toys, reinforcing the brand's focus on comfort and safe, gentle materials. This is from the brand's perspective, emphasizing quality and care.

# Ad summary This ad promotes the Bugaboo Kangaroo stroller, which can be used as a single or double stroller. The ad shows how it works, its key features, and its ease of use. # Brand positioning Bugaboo is presented as a provider of high-quality, durable strollers designed to grow with families. Their brand stands for adaptability and longevity, offering parents a stroller solution that can transition from single to double as their needs evolve. This positioning emphasizes practicality and long-term value, appealing to consumers looking for a reliable and versatile stroller that can accommodate their changing family dynamics. # Product The Bugaboo Kangaroo is a convertible stroller designed to function as both a single and a double stroller. It starts as a single stroller and can be expanded to accommodate two children with the addition of an extra seat. It is newborn-ready with car seat click-in or bassinet compatibility. The stroller features large wheels and suspension for a smooth push, along with a big basket and an easy fold mechanism. The product's primary selling point is its adaptability, allowing parents to use it from the birth of their first child through the growth of their family. # Visual style The ad features a clean and modern aesthetic with a focus on functionality and ease of use. The editing style includes quick cuts and static shots to highlight key features and transitions. The production quality is polished but approachable, with a hybrid feel that balances commercial appeal with user-friendly demonstration. The visuals are bright and well-lit, emphasizing the product's design and practical benefits. The pacing is consistent, with cuts timed to the music beats to maintain engagement. # Hooks Spoken: 00:02–00:05: It starts as a single stroller, then grows if you need it to. Text overlay: 00:03–00:05: It starts as a single stroller, / 00:04–00:05: then grows if you need it to. Visual: 00:02–00:03: The camera zooms in on the seat of the gray Bugaboo Kangaroo stroller. / 00:03–00:05: Close-up shot of the gray Bugaboo Kangaroo stroller turning into a double stroller against a checkered orange and white background. Text overlay: "It starts as a single stroller, then grows if you need it to." # Funnel stage Consideration # Pain points The pain point addressed is the need for a stroller that can adapt to a growing family, saving parents from having to buy multiple strollers as their needs change. Many parents face the issue of needing to purchase a new stroller when they have a second child or wanting a more versatile stroller from the start that can accommodate future needs. # Value propositions - The stroller adapts and grows to fit your family size and needs - The stroller can be used as a single stroller or as a double stroller - Newborn-ready with car seat click-in or bassinet. - Large wheels + suspension = smooth push. # Benefits - Smooth push - See if it fits your setup # Features - Starts as a single stroller - Grows if you need it to - Newborn-ready with car seat click-in or bassinet - Large wheels + suspension - Big basket - Easy fold # Call to action See if it fits your setup → # Social proof - None used. # Point of view - Brand 100% – The entire ad showcases the features and benefits of the stroller from the brand's official perspective. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a close-up of the Bugaboo Kangaroo stroller, transitioning to a shot of it configured as a double stroller. This immediately highlights the stroller's key feature: its ability to adapt as a family grows, creating initial intrigue. - 00:02–00:05 00:02–00:05: A close-up of the single stroller is shown, followed by a shot of the double stroller. This visually reinforces the product's transformation, emphasizing its versatility and growth potential from the brand's perspective. - 00:05–00:08 00:05–00:08: The ad demonstrates the stroller's compatibility with car seats and bassinets. This highlights its suitability for newborns and infants, broadening its appeal from a functional POV. - 00:08–00:10 00:08–00:10: The ad shows the stroller's large wheels and suspension, which shows a feature that contributes to a smooth pushing experience, highlighting comfort and ease of use from a functional point of view. - 00:10–00:12 00:10–00:12: Two women are demonstrating the stroller being folded up. The size of the basket is also displayed as a woman places a small child into the basket. This conveys the product’s functional benefits. - 00:12–00:14 00:12–00:14: A small child is sitting in the stroller as it is being pushed, displaying the stroller in action. This conveys the product’s functional benefits and then ends with a call to action.

# Ad summary This ad for Babylist features a woman holding a sleeping baby. The ad highlights that Babylist is built for parents and makes gifting easy. # Brand positioning Babylist is presented as a helpful resource for parents, specifically in the realm of baby registries and gifting. The brand positions itself as a solution to simplify the often overwhelming process of preparing for a new baby. The brand aims to occupy a space in the consumer's mind as a user-friendly platform that caters to the needs of parents and their loved ones who want to provide gifts. The brand aligns with the values of convenience, support, and ease of use, promoting a stress-free approach to baby preparation. Babylist seems to push against the norm of complicated or impersonal gifting processes, offering a streamlined and thoughtful alternative. The brand positioning is both functional (simplicity, ease of use) and emotional (support, care). # Product Babylist is a platform designed to simplify the process of creating baby registries and managing baby-related gifts. It is for parents-to-be and their friends and family who want to contribute to the baby's needs. The platform is not explicitly detailed in terms of features, but the ad implies that it is user-friendly and makes gifting easy. The USP is its focus on simplifying the gifting process for parents. The ad does not show specific use occasions or moments of use, but it addresses the potential purchase barrier of complicated baby registries by offering a streamlined solution. # Visual style The ad has a warm, inviting visual style with a focus on authenticity and relatability. The production quality appears to be high, with natural lighting and a soft focus. The image treatment includes subtle color grading to enhance the warmth of the scene. The typography is clean and legible, with a focus on clarity and simplicity. The overall style mimics a lifestyle photo, aiming to blend seamlessly into a social media feed. # Hooks Headline: Built for parents. Makes gifting easy. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Built for parents. - Makes gifting easy. # Benefits - Makes gifting easy. # Call to action None used. # Social proof - None used. # Point of view - Brand: The text overlay with the Babylist logo and tagline ("Built for parents. Makes gifting easy.") represents the brand's perspective, communicating its value proposition and target audience. - Customer: The image of the mother and baby suggests a customer's perspective, showing a real-life scenario of a parent using the product or service. # Storyline - The ad opens with a cozy, intimate scene of a mother holding her sleeping baby. This is intended to create a warm, relatable feeling for the viewer, positioning the ad as authentic and personal. The audience experiences this moment from the perspective of an observer, witnessing a tender moment between parent and child. - The ad then introduces the Babylist brand and its core value proposition: "Built for parents. Makes gifting easy." This is intended to communicate the brand's focus on simplifying the baby registry and gifting process for new parents. The brand is telling this part of the story, highlighting its commitment to supporting parents.

# Ad summary This ad promotes a giveaway for a $250 Babylist gift card. The ad features a variety of baby products, including a car seat, play mat, baby carrier, and sound machine. # Brand positioning The brand is presented as a provider of essential baby products. The brand aligns with the values of convenience and quality for new parents. The brand offers a range of products designed to make parenting easier and more enjoyable. The brand positioning is functional, focusing on providing practical solutions for everyday parenting needs. # Product The ad features a variety of baby products, including a car seat, play mat, baby carrier, and sound machine. The car seat is shown in a neutral gray color with a black base. The play mat is colorful and features various textures and activities for babies. The baby carrier is a checkered pattern in brown and white. The sound machine is heart-shaped and white with a brown strap. These products are for new parents looking for high-quality and convenient baby essentials. The ad highlights the variety of products available and encourages viewers to enter the giveaway for a chance to win a $250 Babylist gift card. # Visual style The ad has a bright and playful aesthetic with a light purple background and colorful product displays. The editing style features quick cuts between different products. The production quality is polished, giving the ad a professional feel. The pacing is fast, with cuts occurring every second. # Hooks Text overlay: GIVEAWAY / $250 BABYLIST GIFT CARD / ENDING SOON Visual: 00:00–00:01: A car seat is displayed against a light purple background with a white wave design. The text "GIVEAWAY" and "$250 BABYLIST GIFT CARD" are shown above the car seat. A circle with the text "ENDING SOON" is on the right side of the frame. / 00:01–00:02: A colorful play mat is displayed against the same light purple background with a white wave design. The text "GIVEAWAY" and "$250 BABYLIST GIFT CARD" are shown above the play mat. A circle with the text "ENDING SOON" is on the right side of the frame. / 00:02–00:03: A baby carrier with a checkered pattern in brown and white is displayed against the same light purple background with a white wave design. The text "GIVEAWAY" and "$250 BABYLIST GIFT CARD" are shown above the baby carrier. A circle with the text "ENDING SOON" is on the right side of the frame. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Opportunity to win a $250 gift card # Call to action None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing various baby products and promoting a giveaway. # Storyline - 00:00–00:01 The ad opens with a shot of a car seat. - 00:01–00:02 The shot changes to a play mat. - 00:02–00:03 The shot changes to a baby carrier. - 00:03–00:04 The shot changes to a sound machine. - 00:04–00:15 The shots cycle through the products again.

# Ad summary This ad features a baby being held up with sunglasses being placed on their face. The ad is for a baby registry checklist. # Brand positioning This ad does not explicitly mention a brand. The ad focuses on providing a baby registry checklist, positioning itself as a helpful resource for expectant parents. The ad aims to occupy the space of a supportive guide, offering practical assistance during the overwhelming process of preparing for a new baby. The ad aligns with values of preparedness, ease, and support, promoting a sense of confidence and organization for new parents. The ad ignores category norms of showcasing specific products, instead focusing on a broader planning tool. # Product The product being advertised is a baby registry checklist. It is presented as a comprehensive guide to help expectant parents prepare for their baby's arrival. The checklist is not shown directly, but implied through the ad's headline, suggesting it is a resource that provides a list of essential items needed for a baby. The ad addresses the potential purchase barrier of feeling overwhelmed by the number of products and decisions involved in creating a baby registry, offering a solution to simplify and organize the process. The ad aims to make the viewer feel more prepared and less stressed about the upcoming arrival of their baby. # Visual style The ad has a bright and cheerful visual style. The production quality appears to be high, with a well-lit and composed image. The image treatment includes a slight color grading to enhance the warmth and vibrancy of the scene. The typography is clean and legible, placed against a solid color background for maximum impact. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: The best baby registry checklist # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of feeling overwhelmed when creating a baby registry. The headline, "The best baby registry checklist," implies that the brand is offering a solution to simplify and organize the process. # Value propositions - The ad offers a baby registry checklist, implying that it will help new parents organize and prepare for their baby's arrival. # Benefits - The best baby registry checklist # Features - Baby registry checklist # Call to action None used. # Social proof - None used. # Point of view - Brand: The top caption is from the brand, as it is promoting the baby registry checklist. - Customer: The image of the baby being held and the sunglasses being placed on their face is from the customer's point of view, showing a moment of joy and connection. # Storyline - The ad opens with a headline that states, "The best baby registry checklist." This is intended to immediately grab the attention of expectant parents who are in the process of creating a baby registry. The brand is telling the audience that they have the best resource available to help them with this task. - The image shows a baby being held up with sunglasses being placed on their face. This is intended to create a lighthearted and relatable moment, appealing to the emotions of the viewer. The customer is experiencing the joy and fun of interacting with their baby.

# Ad summary This ad promotes Babylist, a platform where users can add baby products from any store to one universal registry. The ad shows a grid of baby products that rearrange themselves, and then transitions to a woman sitting on a couch using the Babylist app on her phone. She adds a product to her registry, and then the ad shows a man and woman in a nursery setting up baby products from their registry. # Brand positioning Babylist is presented as a universal baby registry platform that allows users to add products from any store. The brand aims to simplify the process of creating a baby registry by offering a centralized location to manage all desired baby products, regardless of where they are sold. The brand aligns with the values of convenience and personalization, catering to expectant parents who want a streamlined and flexible registry experience. Babylist pushes against the norm of being limited to specific stores or brands, offering a more open and inclusive approach to baby registries. The brand positioning is functional, focusing on the simplicity and ease of use of the platform. # Product The Babylist platform is a universal baby registry that allows users to add any product from any store to one centralized list. It is designed for expectant parents who want to create and manage their baby registry in a convenient and flexible way. The platform allows users to add products from various retailers, ensuring they can include all the items they need, regardless of where they are sold. The ad highlights the ease of adding products to the registry using the Babylist app on a smartphone. The platform addresses the purchase barrier of being limited to specific stores by offering a universal registry solution. The ad conveys that Babylist is worth trying because it simplifies the registry process and provides a comprehensive solution for expectant parents. # Visual style The ad has a clean and modern aesthetic with a focus on showcasing the products and the ease of using the Babylist platform. The editing style includes quick cuts and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, maintaining a steady rhythm throughout the video. # Hooks Spoken: Add anything from anywhere. Text overlay: Add anything from anywhere Visual: 00:00–00:03: A grid of various baby products is displayed on a white background. The products include a baby bathtub with a gray basin and silver legs, two silicone baby bibs in light blue and cream, a gray baby onesie with a pattern, a yellow first aid kit, a gray car seat, a white breast pump with a pink button, a white sound machine with a digital clock and a smartphone displaying the Babylist app, a gray nursing pillow with white polka dots, and a set of pacifiers and a llama plush toy. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of being limited to specific stores or brands when creating a baby registry. The ad shows a wide variety of products from different categories, implying that users may need to shop at multiple stores to find everything they need. The ad aims to solve this by offering a universal registry where users can add anything from anywhere. # Value propositions - Add anything from anywhere: This highlights the convenience and flexibility of the platform, allowing users to add products from any store to their registry. # Benefits - Convenience - Flexibility - Comprehensive registry solution # Features - Universal baby registry - Add anything from anywhere # Call to action None used. # Social proof - None used. # Point of view - Customer 35% – The ad shows a woman using the Babylist app on her phone, demonstrating a real-life use case. - Brand 65% – The ad showcases the range of products available on Babylist and the end result of using the platform. # Storyline - 00:00–00:06 A grid of various baby products is displayed, including a baby bathtub, bibs, a onesie, a first aid kit, a car seat, a breast pump, a sound machine, a nursing pillow, and pacifiers. The products rearrange themselves within the grid. - 00:00–00:06 This moment introduces the variety of products that can be added to a Babylist registry. The rearranging of the products conveys the flexibility and comprehensive nature of the platform. The perspective is from the brand, showcasing the range of items available. The tone is informative and visually engaging. - 00:06–00:10 A woman is sitting on a couch, using the Babylist app on her phone. She scrolls through the app and adds a product to her registry. - 00:06–00:10 This moment demonstrates the ease of using the Babylist app to add products to a registry. The perspective is from a customer, showing a real-life use case. The tone is casual and relatable. - 00:10–00:15 A man and woman are in a nursery, setting up baby products. They are shown assembling a bassinet and organizing other items. - 00:10–00:15 This moment shows the outcome of using Babylist, with parents preparing for their baby using products from their registry. The perspective is from the brand, showcasing the end result of using the platform. The tone is heartwarming and aspirational.

# Ad summary This ad features a variety of baby products and asks the question, "What Will Baby Actually Need?" # Brand positioning The brand is presented as a provider of a wide range of baby products, from furniture to toys and clothing. The brand seems to focus on providing essential items for babies. The brand's positioning appears to be functional, focusing on providing practical items for babies. # Product The ad features a variety of baby products. These include a baby bouncer in a light pink color with a quilted pattern, a flower-shaped baby pillow in white with a yellow center, two stuffed bunny toys in white, a baby romper with a daisy pattern in yellow and white, a wooden high chair, a bee-shaped woven basket, and a baby wagon in green and beige that resembles a vintage VW bus. The ad aims to showcase a range of essential items for babies. # Visual style The ad has a clean and organized visual style with a focus on showcasing a variety of baby products. The products are arranged in a visually appealing manner against a solid light pink background. The lighting is soft and even, creating a gentle and inviting atmosphere. # Hooks Headline: What Will Baby Actually Need? # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of new parents feeling overwhelmed by the vast array of baby products available and unsure of what is truly essential. # Value propositions - Offers a curated selection of baby products to help parents determine what they actually need. # Benefits - Provides a range of essential items for babies - Offers a variety of products from furniture to toys and clothing # Features - Baby bouncer - Flower-shaped baby pillow - Stuffed bunny toys - Baby romper with daisy pattern - Wooden high chair - Bee-shaped woven basket - Baby wagon resembling a vintage VW bus # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting a curated selection of baby products and asking a question to engage potential customers. # Storyline - The ad presents a collection of baby products, prompting the audience to consider what items are truly necessary for a baby. The brand is posing the question to engage potential customers and highlight the range of products they offer.

# Ad summary This ad promotes the free baby box from Babylist, which is offered to anyone who creates a registry on their website. The ad opens with a shot of a closed box with text asking “What’s inside a free baby box?” and cuts to a series of product shots pulled from the box. The ad includes text overlays showcasing that the box has $100+ worth of products parents love and encourages viewers to create their registry in order to get their own box. # Brand positioning Babylist is presented as a brand that provides expectant parents with a valuable resource to help them prepare for their baby's arrival. The brand's free baby box acts as an introductory offering, enticing users to explore the comprehensive registry services available on their platform. Babylist aims to simplify the overwhelming process of preparing for a new baby by curating essential products and resources into one convenient package. The brand aims to position itself as a supportive partner for new parents, helping to ease the financial burden of preparing for their baby's arrival while also offering a curated collection of high-value products. # Product The Babylist Baby Box is a free offering for those who create a registry with Babylist. It contains over $100 worth of full-size products, including items such as a NUK baby bottle, a Suavinex pacifier, a pack of Rascals newborn diapers, a Munchkin nipple sizing tool, a sample of Tubby Todd All Over Ointment, Lume deodorant, a Stonyfield Organic baby bib, and breast milk storage guidelines. The box is intended to provide new parents with a variety of essential items to help them prepare for their baby's arrival. # Visual style The ad has a bright, clean, and inviting aesthetic. The unboxing format and close-up shots create a sense of intimacy and excitement, highlighting the value of the products included in the baby box. The production quality is simple and straightforward, aligning with a UGC feel. # Hooks Spoken: 00:00–00:02: What's inside a free baby box? Text overlay: 00:00–00:02 / What's inside / a free / baby box? Visual: 00:00–00:01: A white cardboard box with colorful abstract shapes is angled on a brown wood floor. Text overlay reads “What’s inside a free baby box?” Stationary camera. / 00:01–00:02: The box is now open revealing baby products inside. A hand reaches in to pull out the items. Text overlay reads “What’s inside a free baby box?” Stationary camera. # Funnel stage Middle of funnel (Consideration) # Pain points New parents face the challenge and expense of acquiring all the necessary items for their baby's arrival. The ad hints at this frustration by suggesting that the free baby box can help alleviate the financial strain by providing a collection of essential products at no cost. # Value propositions - The baby box gives you $100+ in full-size products for free when you create a Babylist registry. # Benefits - Free baby products with Babylist registry # Features - Free baby box - $100+ in full-size products # Call to action Build your registry now! # Point of view - Customer 100% – The ad is shown from the perspective of a customer who is excited to open the Babylist baby box and show all the products that are included. # Storyline - 00:00–00:01 The ad opens with a shot of a closed Babylist box. - 00:01–00:02 The box is opened and the camera shows the products inside of the box. - 00:02–00:10 00:02–00:10: The ad shows a series of products from the baby box being pulled out of the box and held up to the camera. - 00:10–00:12 00:10–00:12: The ad shows a woman holding the box and smiling. This conveys the excitement and satisfaction of receiving the baby box.

# Ad summary This ad is for the Hatch Baby sound machine. It highlights that Hatch Baby is the most registered for sound machine on Babylist and encourages parents to tap to see why they keep choosing it. # Brand positioning Hatch Baby is presented as a popular and trusted brand, particularly among parents who use Babylist, a baby registry platform. The brand is positioned as a top choice for sound machines, implying that it excels in quality, functionality, and meeting the needs of parents. The ad aligns with a lifestyle focused on convenience and informed decision-making, leveraging the endorsement of Babylist as social proof. Hatch Baby aims to occupy the space of providing reliable and effective sleep solutions for babies, making it a go-to brand for new parents seeking the best products. # Product The Hatch Baby sound machine is a device designed to help babies sleep better. The product is presented as the most registered sound machine on Babylist, indicating its popularity and reliability among parents. It has a rounded, soft design and appears to function as both a sound machine and a night light. The ad aims to address the purchase barrier of uncertainty by highlighting its widespread use and endorsement by Babylist users, encouraging potential buyers to explore why it is a preferred choice. # Visual style The ad uses a clean, minimalist aesthetic with a warm, inviting color palette centered around peachy-orange tones. The production quality appears to be high, with soft, even lighting and a focus on showcasing the product in a visually appealing setting. The whimsical shapes and the round badge add a playful touch. The typography is integrated cleanly, with a soft purple-pink that complements the overall color scheme. # Hooks Headline: VOTED BABYLIST'S BEST SOUND MACHINE ☺ # Funnel stage Middle of funnel (Consideration) # Pain points The ad aims to reduce the parents' uncertainty and purchase hesitancy by displaying Hatch Baby is the most registered-for sound machine. # Value propositions - Hatch Baby is our most registered-for sound machine: Implies that Hatch Baby is a reliable product because it's widely used # Benefits - The Hatch Baby is our most registered-for sound machine # Features - Sound machine # Call to action Tap to see why parents keep choosing it # Social proof - VOTED BABYLIST'S BEST SOUND MACHINE ☺ # Point of view - External source: Top badge stating “VOTED BABYLIST’S BEST SOUND MACHINE” gives the perspective of a third party ranking the product. - Brand: The text "The Hatch Baby is our most registered-for sound machine. Tap to see why parents keep choosing it" displays the brand's perspective by explaining why the customer should consider the product. - Brand: The bottom graphic displaying the Babylist and Hatch logos shows the brands featured in the image. # Storyline - The ad opens with the statement that "The Hatch Baby is our most registered-for sound machine," told from Babylist's perspective. This is intended to immediately establish credibility and popularity, positioning Hatch Baby as a top choice among parents. - Babylist then prompts the viewer to "Tap to see why parents keep choosing it," from a brand POV. This encourages immediate engagement and aims to address any lingering hesitation by suggesting that many other parents have already found value in the product. - The ad concludes with a visual endorsement, as "babylist x Hatch" is displayed, from the perspective of both brand partners. This reinforces the partnership between Babylist and Hatch, further solidifying the product's credibility.

# Ad summary This image ad highlights the Hatch Baby Dream Machine and Babylist. The ad is trying to capture the audience's attention by promising a solution for babies' sleep issues. # Brand positioning Hatch Baby is presented as a brand focused on helping babies sleep better, thereby supporting parents in their journey. This is implied through the product name 'Dream Machine' and the tagline '4 Ways to Help Baby Catch More ZZZs.' The brand appears to value ease and convenience for parents struggling with their baby's sleep routine, positioning itself as a helpful, problem-solving resource. # Product The advertised product is the Hatch Baby Dream Machine, which is a combination sound machine, night light, and time-to-rise indicator designed to help babies (and their parents) get more sleep. It comes with access to 'Your 0-3 month sleep guide', and 'Chat with a Sleep Consultant', available via the Hatch Baby app, which is shown on a smartphone in the image. The Dream Machine features a digital clock to display the current time. # Visual style The ad features a clean and minimalist visual style, using soft, pastel colors to create a gentle and soothing aesthetic. The product and key features are centrally positioned, emphasizing clarity. The use of simple geometric shapes and a light background contributes to a modern and playful vibe, likely intended to appeal to a younger, tech-savvy audience. The overall production quality appears polished with well-defined elements and balanced composition. # Hooks Headline: 4 WAYS TO HELP BABY CATCH MORE ZZZS # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly acknowledges the common struggle parents face in helping their babies sleep, which is communicated by the statement "4 WAYS TO HELP BABY CATCH MORE ZZZS." # Value propositions - "4 WAYS TO HELP BABY CATCH MORE ZZZS" indicates that the Hatch Baby Dream Machine offers multiple solutions for improving a baby's sleep, positioning it as a comprehensive sleep aid. - The mention of 'Chat with a Sleep Consultant' suggests personalized support, enhancing the product's value by providing expert advice and guidance. # Benefits - TO HELP BABY CATCH MORE ZZZS # Features - sleep guide - Chat with a Sleep Consultant # Call to action None used. # Point of view - Brand: The headline, '4 WAYS TO HELP BABY CATCH MORE ZZZs' presents the brand's promise and value proposition directly to the audience. - Customer: Implied through the phrase '4 WAYS TO HELP BABY CATCH MORE ZZZs', addressing a common pain point among parents with young children. # Storyline - The ad opens by presenting the Hatch Baby Dream Machine next to a phone screen displaying its app, implying that the product works in conjunction with the app. The intention here is to showcase the technology and convenience the product offers to parents. - The ad then follows with a statement '4 Ways to Help Baby Catch More ZZZs' with the Hatch Baby Dream Machine'. This is meant to highlight the product's core benefit. The headline is from the brand's perspective, promising help and associating it with the Dream Machine. - The ad concludes by highlighting the partnership between Babylist and Hatch, adding credibility to the product through association with a well-known brand in the baby space.

# Ad summary This ad promotes sleep routines that are recommended by parents who use Babylist. # Brand positioning This ad positions Babylist as a resource for parents seeking advice and recommendations on baby-related products and routines. The brand is portrayed as a community-driven platform where real parents share their experiences and insights, which builds trust and credibility. By featuring real-life sleep routines, the ad emphasizes the practical and relatable nature of Babylist's content, suggesting that the brand aims to simplify parenting by providing tried-and-tested solutions from other parents. # Product The ad showcases a variety of sleep routines for babies that are based on recommendations from Babylist parents. It doesn't promote a specific product but rather promotes a community-driven approach to finding effective sleep solutions. The ad implies that Babylist offers access to a range of parent-approved routines that have "actually worked," suggesting that the platform helps parents overcome the challenges of establishing healthy sleep habits for their babies. # Visual style The visual style of the ad is warm and friendly, with a focus on authentic, real-life scenarios. The color palette is soft and inviting, contributing to a feeling of comfort and ease. The overall design is clean and uncluttered, making the information easily accessible and digestible. # Hooks Headline: 6 REAL-LIFE SLEEP ROUTINES BABYLIST PARENTS SWEAR BY # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common struggle of parents trying to establish effective sleep routines for their babies, as implied by the promise of "real-life sleep routines that actually worked zzz." # Value propositions - real-life sleep routines that are recommended by Babylist parents # Benefits - sleep routines that actually worked # Call to action None used. # Social proof - The ad uses the phrase "BABYLIST PARENTS SWEAR BY", which is designed to demonstrate that parents on Babylist are recommending these sleep routines. # Point of view - Brand: Throughout the entire image, Babylist is sharing sleep routines for babies. # Storyline - The ad starts with a headline that grabs attention by promising '6 REAL-LIFE SLEEP ROUTINES BABYLIST PARENTS SWEAR BY'. This is intended to pique the interest of parents struggling with their baby's sleep schedule. The brand is speaking directly to the audience from a place of authority on the topic of baby sleep routines. - The ad displays three distinct images of parents and babies engaged in various sleep routines. This provides visual proof that the routines are real and varied. The ad offers a glimpse into the lives of other parents, allowing the audience to see themselves reflected in the routines shown. - The ad ends with the line 'Here are the sleep routines that actually worked zzz'. It reinforces the promise of effective solutions and adds a touch of reassurance. The brand continues speaking from a place of authority by suggesting their suggestions are practical and effective.

# Ad summary This ad features an unboxing of the Hello Baby Box by Babylist, showing the various products included such as baby bottles, pacifiers, and rash cream. The ad encourages viewers to register to find out more about the box. # Brand positioning Babylist is presented as a helpful resource for expectant parents. The ad showcases their Hello Baby Box, a free offering containing curated samples and full-size products. The brand positions itself as a supportive partner in the parenting journey, providing parents with the products they actually need and use. This is done through the visual of the box and text overlays indicating that the box contains full-size goodies and samples that parents want to try. Babylist aims to occupy a space of trust and reliability by offering practical, parent-approved products, and is functional in its offering. # Product The Hello Baby Box by Babylist is a free sample box marketed to expectant parents. It contains a curated selection of products for newborns and infants, ranging from diapers and bottles to skincare and pacifiers. The ad showcases a NUK baby bottle, a Suavinex pacifier, Rascals newborn diapers, Munchkin nipple sizing tool, Tubby Todd All Over Ointment, Lume Whole Body deodorant, and a Stonyfield Organic baby bib. The USPs highlighted are the box's contents, and it contains 'full size-goodies and samples you actually want to try', and helps customers 'discover products parents actually use (and swear by)'. The ad addresses the purchase barrier of uncertainty around baby products by providing a risk-free way to sample and discover essentials. The ad aims to encourage viewers to register to learn more and potentially purchase related products or services from Babylist. # Visual style The ad has a simple, UGC feel, with a static camera and straightforward shots of the products. The lighting is bright and natural, giving the ad a casual and accessible tone. The editing style is quick and efficient, with cuts every 1-2 seconds to showcase each product clearly. The ad maintains a consistent pacing, emphasizing the variety of items in the Hello Baby Box. # Hooks Spoken: 00:00–00:01: What's in the Hello Baby Box? Text overlay: 00:00–00:12: What's in the Hello Baby Box? Visual: 00:00–00:00: A Hello Baby Box by Babylist sits on a wooden floor. The box is white with shapes of different colors scattered across it. The text overlay reads, “What’s in the Hello Baby Box?” / 00:00–00:01: A person opens the Hello Baby Box, revealing various baby products inside, which include diapers, a pacifier, and wipes. The inside of the box is a light purple with the text "Hello baby!". # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the uncertainty and overwhelm that new parents face when choosing baby products. It addresses this through the visual of the unboxing and the text overlay that specifies that it contains "Discover products parents actually use (and swear by)." # Value propositions - Provides a curated selection of essential baby products. - Offers a risk-free way to sample and discover new items. - Delivers parent-approved products, reducing uncertainty for new parents. # Benefits - Full size-goodies and samples you actually want to try. - Discover products parents actually use (and swear by). # Features - NUK baby bottle - Suavinex pacifier - Rascals newborn diapers - Munchkin nipple sizing tool - Tubby Todd All Over Ointment - Lume Whole Body deodorant - Stonyfield Organic baby bib # Call to action Register to find out! # Social proof - Discover products parents actually use (and swear by). - Rated the #1 free baby box—see what the hype's about. # Point of view - Brand 90% – The ad uses a brand voice to present the products in a positive light. - Customer 10% – The customer in the ad interacts with the product and smiles, showing happiness and satisfaction. # Storyline - 00:00–00:00 The video starts with a box on a wooden floor. - 00:00–00:01 00:00–00:01: The person opens the box to show the contents inside, establishing the theme of unboxing the Hello Baby Box. - 00:01–00:07 00:01–00:07: The ad showcases individual products from the box, emphasizing their quality and usefulness, which is from the brand's perspective. - 00:07–00:09 00:07–00:09: The ad continues to showcase individual products from the box, further emphasizing their quality and usefulness. - 00:09–00:12 00:09–00:12: The ad shows the Babylist logo and text that indicates they are rated the #1 free baby box, encouraging the audience to register to find out more about the product. - 00:11–00:12 00:11–00:12: The person holds the box close and smiles, indicating satisfaction with the product and the ad ends.

# Ad summary A mother films herself holding her baby. She describes the Nanit Smart Baby Monitor as a product that gave her more confidence and that she is recommending to all her expecting friends. # Brand positioning Nanit is presented as a brand that gives new parents more confidence. The ad promotes a practical, functional item to keep babies safe, while also providing peace of mind to their parents. # Product The Nanit Smart Baby Video Monitor is a baby monitor intended for new parents. The presenter states that using the Nanit Smart Baby Video Monitor has made her more confident as a new parent. # Visual style The ad has a UGC feel, with a selfie-style camera angle and informal production style. The editing is simple with static shots. # Hooks Spoken: 00:00-00:11: Now that I've experienced more confidence as a new parent than I ever thought possible, I'm making all my expecting friends put the Nanit Smart Baby Video Monitor at the top of their registry. Text overlay: 00:00-00:11: Now that I've experienced more confidence as a new parent than I ever thought possible, I'm making all my expecting friends put the Nanit Smart Baby Video Monitor at the top of their registry. Visual: 00:00–00:03: A woman holds a baby wrapped in a light pink towel with ears in a bathroom. The woman is smiling at the baby. The camera angle is selfie-style. # Funnel stage Middle of funnel (Consideration) # Pain points This ad implies that a pain point for new parents is a lack of confidence in caring for their child. "Now that I've experienced more confidence as a new parent than I ever thought possible..." # Value propositions - The Nanit Smart Baby Video Monitor gives new parents more confidence. # Benefits - More confidence as a new parent. # Features - Nanit Smart Baby Video Monitor # Call to action None used. # Social proof - "Now that I've experienced more confidence as a new parent than I ever thought possible, I'm making all my expecting friends put the Nanit Smart Baby Video Monitor at the top of their registry." # Point of view - Customer 100% – The ad is told from the perspective of a new mother who has experience using the product. # Storyline - 00:00–00:03 A mother speaks about the Nanit Smart Baby Video Monitor. - 00:03–00:04 Cut to a close up of the Nanit Smart Baby Video Monitor box. - 00:04–00:06 The woman holds up the monitor. - 00:06–00:08 The camera pans to a baby crib with the Nanit Smart Baby Video Monitor. - 00:08–00:11 View of the baby in the crib.

# Ad summary This ad features a mom and content creator reviewing the Nanit Pro baby monitor camera with wall mount. She explains how it gives her peace of mind and helps her stay organized as a parent, because the app allows you to stay up to date on what the baby is doing with real-time monitoring. # Brand positioning Nanit is presented as a brand that offers premium baby monitors with advanced technology and a user-friendly app. The brand aims to occupy the space of providing peace of mind and convenience for parents, aligning with the values of rhythm, routine, organization, and staying connected to their baby's care. Nanit emphasizes functional brand positioning by offering real-time monitoring and updates through its app, allowing anyone involved in the baby's care to feel involved and up-to-date on what the baby is doing. By offering features like real-time monitoring and updates through its app, Nanit appeals to the values of parents seeking organization, peace of mind, and convenience in managing their baby's care. # Product The Nanit Pro Camera with Wall Mount is a smart baby monitor system designed to provide parents with real-time monitoring and updates on their baby. The camera can be mounted on the wall to provide a clear view of the baby in the crib. It uses a companion app that offers real-time monitoring and updates, allowing anyone involved in the baby's care to stay informed. The camera and app combination offers functional features, such as an activity tracker, which helps parents maintain a routine and rhythm. The ad highlights the benefits of staying organized and having peace of mind as a parent, addressing the challenge of knowing what products to add to a baby registry list. The Nanit Pro Camera aims to give parents reassurance by keeping them connected to their baby's care, enabling them to feel involved and up to date on what their baby is doing. # Visual style The ad has a polished, UGC feel with a casual and personal tone. The editing style includes quick cuts and smooth transitions, creating a seamless flow. The production quality appears to be a hybrid of UGC and polished commercial, aiming to resonate with the target audience. The visuals include shots of the product being used in a real-life setting, interspersed with close-ups of the app interface and product packaging. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 I didn't realize how much I needed to rely on this baby monitor system until we had it. Text overlay: 00:00–00:03 Baby Registry Must-Have Visual: 00:00–00:03 A medium, selfie-style shot shows a young, white-skinned woman with blonde wavy hair, wearing a black long-sleeve shirt. She is holding a Nanit Pro Camera box in front of her. The background shows a white dresser with a lamp and a window with blinds. # Funnel stage Middle of funnel (Consideration) # Pain points It can be so overwhelming to know what are good products to add to your baby registry list. # Value propositions - App gives you real time monitoring and updates - Anyone involved in baby's care can feel involved and up to date on what baby is doing. # Benefits - Peace of mind - Staying organized - Real time monitoring - Updates - Reassurance as a parent # Features - Nanit Pro Camera with Wall Mount - Smart baby monitor system - Companion app - Real time monitoring - Updates - Activity tracker # Call to action Start with Nanit 🤍 # Social proof - “I didn't realize how much I needed to rely on this baby monitor system until we had it” – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a mother using the product in her daily life. # Storyline - 00:00–00:03 00:00–00:03 The creator starts by holding up the Nanit Pro camera box and mentioning that she didn't realize how much she needed to rely on the baby monitor system until she had it. This is conveyed from the creator's perspective. - 00:03–00:08 00:03–00:08 The creator then unpacks and installs the baby monitor system. This conveys the ease of use of the system. It is presented from the creator's perspective. - 00:08–00:11 00:08–00:11 The creator then places the baby in the crib. It is presented from the parent's perspective. - 00:11–00:22 00:11–00:22 The creator then reviews the app functions. It is presented from the parent's perspective, to show how involved she can be in the baby's care with the device. - 00:22–00:28 00:22–00:28 The creator shows the baby monitor system in the crib and holding the baby. This is presented from the parent's perspective, to show how the system helps her be up to date on what her baby is doing. - 00:28–00:35 00:28–00:35 The creator then tells the audience that she highly recommends the smart baby monitor system. This conveys the creator's recommendation from her personal experience and is presented from the brand's perspective.