How Everlywell Advertises on Meta

# Ad summary A mom of three partners with Everlywell to monitor her health so she can be here for her family for as long as possible. # Brand positioning Everlywell is presented as a modern healthcare company that provides at-home health tests and virtual care visits. The brand aims to occupy the space of accessible and proactive health management, empowering individuals to take control of their well-being from the comfort of their homes. The brand aligns with values of convenience, transparency, and personalized care, positioning itself as a solution for busy individuals who want to prioritize their health but may face time or logistical constraints. The brand offers a functional approach to healthcare by providing easy-to-use tests and virtual consultations with healthcare providers, ensuring that customers receive comprehensive care and support. # Product The featured product is the Everlywell 360 test, a comprehensive at-home health test that allows users to monitor various biomarkers and receive personalized insights into their health. The product is designed for individuals who want to prioritize their health and gain a better understanding of their body's needs. The Everlywell 360 test is presented as a convenient and accessible way to track key health metrics, enabling users to make informed decisions about their well-being. This includes having a call with a doctor to go over results and a plan of action. The test addresses the barrier of time and convenience by offering at-home sample collection and virtual consultations, making it easier for busy individuals to stay on top of their health. # Visual style The ad has a UGC feel, with a combination of outdoor and indoor shots. The editing style is a mix of quick cuts and static shots, creating a fast-paced rhythm. The production quality is hybrid, with elements of a polished commercial combined with the authenticity of user-generated content. The pacing is consistent, with cuts timed to the music and voiceover lines. The overall aesthetic is bright and clean, with natural lighting and a focus on showcasing the product and the woman's active lifestyle. # Hooks Spoken: The only time I ever really know what's going on with my body is when I'm pregnant and let's face it, I really should know what's going on in there all the time to make sure I'm here for the long haul. Text overlay: The only time I ever really know what's going / on with my body is when I'm pregnant and let's / face it, I really should know what's going on in / there all the time to make sure I'm here for Visual: 00:00–00:03 A woman with long, dark hair and braids, wearing a black sweatshirt and black leggings, pushes a double stroller down the sidewalk. In the stroller, a baby sits facing forward. Behind the stroller, a child runs alongside the woman. The scene is set in a suburban neighborhood on a sunny day with blue skies and bare trees. / 00:03–00:05 The woman bends down to adjust the baby in the stroller, while the child stands next to her. The camera remains stationary, capturing the interaction between the woman and her children in the suburban setting. / 00:05–00:07 The woman pushes the stroller down the sidewalk from a first-person perspective. The baby in the stroller is visible, along with a drink in a cup holder. The suburban neighborhood provides the backdrop. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of women not always knowing what's going on with their bodies. Quote: "The only time I ever really know what's going on with my body is when I'm pregnant and let's face it, I really should know what's going on in there all the time to make sure I'm here for the long haul." # Value propositions - The Everlywell 360 test offers a convenient and accessible way to track key health metrics from the comfort of your home. It provides personalized insights into your body's needs, enabling you to make informed decisions about your well-being, with comprehensive care and support from healthcare professionals. # Benefits - Convenient - Accessible - Gain a better understanding of your body's needs - Make informed decisions about your well-being - Comprehensive care and support # Features - Everlywell 360 test - At-home sample collection - Virtual consultations - Track key health metrics - Personalized Insights - Doctor will review results and give you a plan of action # Call to action Head to everlywell.com to check out their 360 test for yourself. # Point of view - Customer 100% – The ad is told from the POV of a busy mom and customer of Everlywell who is prioritizing her health and sharing the process with the audience. # Storyline - 00:00–00:06 The ad begins with a woman walking with a stroller and her kids. The woman is talking about how she only knows what's going on with her body when she's pregnant. This sets up the problem that women do not always know what is happening with their bodies. - 00:06–00:12 The woman says that she has partnered with Everlywell 360 because she wants to prioritize her health now that she has three kids to keep up with. This serves as an introduction to the product being advertised and why the woman chose to partner with the brand. - 00:12–00:13 The ad shows the woman prioritizing her health with a blood draw. This shows the convenience of Everlywell 360 test. - 00:13–00:19 The woman highlights that the blood draw was so fast and she got her results back quickly. She shows her results on the Everlywell app and explains that everything looks great. This serves as a demonstration of the product, highlighting that the tests give quick results and provide insight into what is going on in her body. This reassures the customer. - 00:19–00:24 The woman sees the few areas that have room for improvement and says that she is going to hop on a call with one of the doctors to go over her results and to have a plan of action. This highlights that a doctor will review your results and give you a plan of action. This demonstrates the value of the results from Everlywell. - 00:24–00:37 The woman continues to explain how now that she has the test results, she is going to exercise and make a healthy smoothie. She explains that she is motivated to improve her biomarkers and owes it to her family to take care of her body. She highlights how the product motivates her to take care of her body. This shows how the Everlywell test can help people take action on their health. - 00:37–00:44 The woman says that she is thankful that she had this blood work done to steward this body well. She finishes the ad with a call to action to check out the 360 test for yourself at Everlywell.com. This serves as a summary of the product and next steps for the customer.

# Ad summary This ad promotes Everlywell 360, a comprehensive health test that measures 83 biomarkers to provide a complete view of one's health. The ad features a woman who wanted real answers about her health and decided to take the Everlywell 360 test. She demonstrates how easy it was to sign up, schedule an appointment through Quest's site, and get in and out quickly. The ad highlights the dashboard's breakdown across six key health categories and the option to schedule a session with an Everlywell provider to review results and create a personalized plan. # Brand positioning Everlywell is presented as a modern, accessible health and wellness brand that empowers individuals to take control of their health through comprehensive at-home testing and personalized insights. The brand aims to occupy a space in the consumer's mind as a convenient and reliable source for understanding one's body on a deeper level. Everlywell aligns with a lifestyle focused on proactive health management and informed decision-making. The brand pushes against the traditional norm of infrequent doctor visits by offering regular, detailed health monitoring. The brand positioning is both functional, providing detailed health data, and emotional, offering peace of mind and a sense of control over one's health. # Product Everlywell 360 is a comprehensive health test that measures 83 biomarkers to provide a complete view of what's going on inside your body. It is designed for individuals who want real answers about their health and a deeper understanding of their body. The test provides a breakdown across six key health categories, offering a complete snapshot of one's health. A key USP is the ability to schedule a session with an Everlywell provider to walk through your results and create a plan that fits your lifestyle. The product addresses the purchase barrier of complexity by providing an easy-to-use dashboard and the option for personalized consultation. The ad emphasizes that signing up is super easy, scheduling is done through Quest's site, and the process is quick and convenient. # Visual style The ad has a UGC feel with handheld camera work and quick cuts, giving it an authentic and relatable vibe. The production quality is a hybrid of UGC and polished commercial elements, which supports the intended tone of a real customer sharing her experience. The editing style includes quick cuts to maintain a fast pace, with an estimated 60-80 cuts per minute. The audio-visual sync is generally well-timed, with cuts and text overlays aligning with the voiceover. # Hooks Spoken: 00:00–00:02 I've been wanting real answers about my health, so I decided to take the Everlywell 360 test, which measures 83 biomarkers to give you a complete look at what's going on inside your body. Text overlay: 00:00–00:02 EVERLYWELL 360 / 00:00–00:02 83 BIOMARKERS TESTED. / 00:00–00:02 A COMPLETE VIEW / 00:00–00:02 OF YOUR HEALTH Visual: 00:00–00:02 The shot is a handheld, slightly shaky pan across a medical examination room. In the foreground, there's a gray examination chair with a footrest. To the right, a small wooden table is visible. The background features a window with closed blinds, revealing a view of trees outside. Text overlay: “EVERLYWELL 360 83 BIOMARKERS TESTED. A COMPLETE VIEW OF YOUR HEALTH” # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of wanting real answers about one's health and a deeper understanding of their body, as stated by the woman: "I've been wanting real answers about my health." # Value propositions - Comprehensive health test that measures 83 biomarkers for a complete view of your health - Easy to sign up and schedule an appointment through Quest's site - Personalized consultation with an Everlywell provider to walk through your results and create a plan # Benefits - Get real answers about your health - Understand your body on a deeper level - Create a plan that fits your lifestyle # Features - Measures 83 biomarkers - Provides a complete look at what's going on inside your body - Dashboard with a breakdown across six key health categories - Option to schedule a session with an Everlywell provider # Call to action None used. # Social proof - "Signing up was super easy. I scheduled my appointment right through Quest's site, picked a time that worked for me, and was in and out in no time." – Female 1 (Customer) - "I really only waited a minute or two before being called back, and the whole process took about 15 minutes." – Female 1 (Customer) - "With the Everlywell 360 dashboard, I got a breakdown across six key health categories." – Female 1 (Customer) - "Everlywell 360 is honestly one of the best ways to start." – Female 1 (Customer) # Point of view - Customer 95% – The ad is primarily told from the perspective of a customer sharing her experience with the Everlywell 360 test. - Brand 5% – The brand's perspective is present through the initial text overlay introducing the product and its benefits. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of a medical examination room, setting the stage for a health-related service. The text overlay introduces Everlywell 360 and its key benefit: measuring 83 biomarkers for a complete view of your health. This is from the brand's perspective, aiming to immediately convey the product's core offering and value. - 00:02–00:09 00:02–00:09 A woman states she's been wanting real answers about her health, so she decided to take the Everlywell 360 test. This introduces the customer's perspective, highlighting the motivation behind using the product. The ad then shows a confirmation email and a form to fill out, illustrating the initial steps of signing up. - 00:09–00:14 00:09–00:14 The woman continues to describe how easy it was to schedule her appointment right through Quest's site and pick a time that worked for her. Visuals show the Quest Diagnostics scheduling interface and a check-in kiosk, emphasizing the convenience and ease of the process. This is from the customer's perspective, reinforcing the product's accessibility. - 00:14–00:20 00:14–00:20 The woman mentions she only waited a minute or two before being called back, and the whole process took about 15 minutes. She then gives a trigger warning for those who don't like blood and needles. This is from the customer's perspective, providing a realistic expectation of the experience and addressing potential sensitivities. - 00:20–00:27 00:20–00:27 The woman describes the lab work portion, mentioning they drew her blood and she provided a quick urine sample. Visuals show the blood being drawn and a technician handling samples. This is from the customer's perspective, detailing the actual testing process. - 00:27–00:31 00:27–00:31 The woman states the lab work portion was done, and she just had to wait for her results to roll in. Visuals show a screen indicating results are processing. This is from the customer's perspective, transitioning to the next phase of the process. - 00:31–00:40 00:31–00:40 The woman, identifying as an IBS girly, explains she's been living with digestive issues her whole life and wanted to get a complete snapshot of what was going on inside her body. Visuals show the Everlywell dashboard and a WellScore of 79. This is from the customer's perspective, highlighting the personal motivation and the value of the comprehensive results. - 00:40–00:47 00:40–00:47 The woman states that with the Everlywell 360 dashboard, she got a breakdown across six key health categories. Visuals show the dashboard with categories like Heart and Metabolic, Hormone and Female Health, etc. This is from the customer's perspective, emphasizing the depth and breadth of the information provided. - 00:47–00:59 00:47–00:59 The woman explains that you're able to schedule a session with an Everlywell provider to walk through your results and create a plan that fits your lifestyle. Visuals show the process of booking a consultation and reviewing appointment details. This is from the customer's perspective, highlighting the personalized support and actionable insights offered. - 00:59–01:00 00:59–01:00 The woman concludes by saying that if you've been wanting to understand your body on a deeper level, Everlywell 360 is honestly one of the best ways to start. This is from the customer's perspective, providing a strong endorsement and call to action.

# Ad summary This ad features a pregnant woman, a user of Everlywell, who takes the Everlywell 360 test to keep her health on track. She explains how easy it was to set up an appointment through Quest, then shows the consultation with an Everlywell provider. She explains she knew her levels would be off due to pregnancy, but the Everlywell provider was able to give her recommendations. # Brand positioning Everlywell is presented as a company that offers at-home lab tests and virtual consultations with healthcare professionals. Everlywell aims to occupy the space of accessible and convenient healthcare, providing individuals with the means to proactively monitor and manage their health from the comfort of their homes. The brand aligns with values of self-care, personalized wellness, and informed decision-making. It differentiates itself by offering a functional and empowering alternative to traditional healthcare models, allowing users to take control of their health data and gain insights through easy-to-use tests and expert consultations. # Product The Everlywell 360 test is presented as a comprehensive at-home health monitoring solution. The test works by allowing users to collect samples in their homes and send them to Everlywell labs for analysis. The target audience includes health-conscious individuals and those seeking proactive health management. The USP of the test is its ability to provide users with a complete picture of their health, giving them access to an Everlywell provider to go over results. This product addresses the barrier of difficult access to specialized and in-person testing. The ad showcases the convenience of the test, the availability of consultations with healthcare providers, and the ability to manage and understand one's health data effectively. # Visual style The ad has a UGC feel. The editing style includes quick cuts, specifically during the phone screen recordings. The production quality is similar to a polished commercial. The ad is brightly lit with natural lighting. The pacing is consistent at 18 CPM. # Hooks Spoken: Female 1: I am geeking out right now, I'm so excited. Text overlay: Getting my health back on track / As a pregnant working mom Visual: 00:00–00:03: The camera is angled up from the center console in a car towards a blonde woman in her 30s, wearing a tan coat and maroon shirt, in the driver's seat. She smiles as she speaks to the camera. Outside the window, trees are visible in the background. The car has a sunroof. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point the product addresses is the difficulty in accessing comprehensive health monitoring and personalized healthcare guidance, specifically the inconvenience of traditional lab tests and the challenge of interpreting results without expert assistance. # Value propositions - Set up a consult with an Everlywell provider literally this morning to go over my results - The Everlywell program provider consult was a must if you're going to get a test like this done - If you really want to understand your results thoroughly and get recommendations # Benefits - Keep health on track - Easily able to set up an appointment through Quest - Got my results back and was able to set up a consult with an Everlywell provider - Everlywell provider gave me some markers to investigate more # Features - 360 test - Blood biomarkers # Call to action None used. # Social proof - "My labs looked great" – Female 1 (Customer) - "Overall, super happy with this experience, I got out of it exactly what I wanted" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the POV of a customer who shares her experience using the product. # Storyline - 00:00–00:10 The woman is in her car, exclaiming that she is excited to get her biomarkers tested with Everlywell. - 00:10–00:16 She expresses how easy it was to set up an appointment through Quest to get her blood drawn and wait for the results. - 00:16–00:22 She is in her home and shares that she got her results back and was able to set up a consult with an Everlywell provider. - 00:22–00:31 She explains that she is currently pregnant and knew that some of her markers would be off, but her Everlywell provider gave her some to investigate further. - 00:31–00:38 She shares that overall she is thrilled with her results and the provider said her labs looked great. She also explains her well score was an 84, but some of her markers were off because she is pregnant. - 00:38–00:52 She expresses she is super happy with the experience and got out of it exactly what she wanted. She says that the Everlywell provider consultation was a must if you want to understand your results.

# Ad summary This image ad uses a popular meme format to humorously address concerns about hormone levels and promote Everlywell's 360 hormone testing kit. # Brand positioning Everlywell is presented as a modern health and wellness brand that offers convenient at-home lab tests. The brand aims to occupy a space in the consumer's mind as an accessible and proactive solution for health monitoring, particularly in the area of hormone testing. By addressing common concerns about hormone imbalances with a touch of humor, Everlywell positions itself as relatable and approachable, pushing against the often intimidating and clinical nature of traditional lab testing. The brand's positioning is both functional, offering specific hormone testing, and emotional, acknowledging and validating the real feelings associated with hormonal fluctuations. # Product The Everlywell 360 hormone testing kit is an at-home lab test designed to measure key hormone levels, including estradiol, cortisol, and CRP. The product is intended for individuals who are concerned about their hormone balance and want to gain insights into their health. The ad addresses the purchase barrier of traditional lab testing by offering a convenient and accessible alternative that can be done from home. The ad highlights the value of understanding one's hormone levels and positions the testing kit as a tool for proactive health management. # Visual style The ad uses a meme-based visual style, featuring a cartoon drawing with a humorous and relatable tone. The production quality is simple and straightforward, resembling a hand-drawn illustration. The image treatment includes bright colors and bold lines, enhancing the meme's visual impact. The typography is clean and legible, ensuring the message is easily readable. The overall style is designed to be attention-grabbing and shareable, fitting well within the platform's native behaviors. # Hooks Headline: my doctor's labs: fine me: crying because my hormones pressed "shuffle" # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the frustration of experiencing emotional distress despite normal lab results, suggesting a disconnect between standard medical tests and personal well-being. "me: crying because my hormones pressed 'shuffle'" visually demonstrates this frustration. # Call to action None used. # Social proof - None used. # Point of view - Customer: The top caption expresses the customer's experience with normal lab results conflicting with their emotional state. - Customer: The meme image represents the customer's coping mechanism and inner turmoil. - Brand: The bottom caption introduces Everlywell and its hormone testing kit as a solution. # Storyline - The ad opens with a relatable scenario: "my doctor's labs: fine," setting up a contrast between medical results and personal experience. This is told from the customer's perspective, highlighting the disconnect between standard lab results and how one actually feels. - The narrative shifts to the customer's emotional state: "me: crying because my hormones pressed 'shuffle'," humorously illustrating the unpredictable nature of hormonal fluctuations. This is told from the customer's perspective, emphasizing the emotional impact of hormone imbalances. - The image of the "This is fine" meme reinforces the idea of coping with a difficult situation, adding a layer of humor and relatability. This is told from the customer's perspective, showing how they are dealing with the situation. - The ad concludes with a direct call to action from Everlywell: "everlywell 360: let's talk about your estradiol, cortisol, and CRP," introducing the brand's hormone testing kit as a solution. This is told from the brand's perspective, offering a way to address the concerns raised earlier in the ad.

# Ad summary This image ad uses a meme format to humorously highlight the emotional rollercoaster that can come with hormonal imbalances, positioning Everlywell 360 as a solution to understand and address these issues through testing of estradiol, cortisol, and CRP levels. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through accessible at-home lab testing. The brand positions itself as a provider of insights into hormonal health, specifically addressing the often-overlooked connection between hormonal imbalances and emotional well-being. By focusing on specific biomarkers like estradiol, cortisol, and CRP, Everlywell aims to provide actionable information that goes beyond generic doctor's visits, appealing to those seeking a deeper understanding of their body's functions and a more personalized approach to wellness. The brand aligns with a proactive, informed lifestyle, pushing against the norm of passive reliance on traditional healthcare by offering convenient and detailed health data. # Product Everlywell 360 is presented as a comprehensive solution for understanding hormonal health. The ad specifically mentions testing for estradiol, cortisol, and CRP, which are key hormones and inflammatory markers that can influence emotional and physical well-being. The product is designed for individuals experiencing hormonal imbalances and seeking to gain insights into their emotional fluctuations. By testing these specific biomarkers, Everlywell 360 aims to provide users with a detailed understanding of their hormonal status, addressing the purchase barrier of uncertainty and lack of personalized information. The ad suggests that the product is worth trying for those who feel their emotional state is not adequately explained by standard medical evaluations, offering a more targeted and informative approach. # Visual style The ad employs a meme-style visual, combining relatable text with a popular internet meme image. The production quality appears to be UGC, with a slightly grainy and unpolished look. The image treatment is minimal, with no obvious filters or color grading. The typography is simple and legible, resembling a platform-native style. The overall effect is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: my doctor's labs: fine me: experiencing 37 hormonal emotions in 4 minutes # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of experiencing hormonal imbalances and emotional fluctuations that are not adequately addressed or explained by standard medical tests. "my doctor's labs: fine" contrasts with "me: experiencing 37 hormonal emotions in 4 minutes," highlighting the disconnect between clinical results and personal experience. # Value propositions - Everlywell 360 offers a way to understand your estradiol, cortisol, and CRP levels, providing insights into hormonal health. # Call to action None used. # Social proof - None used. # Point of view - Customer: The top caption expresses the customer's frustration with standard lab results not reflecting their emotional experience. - External source: The image of the crying cat meme visually represents the customer's intense emotional state. - Brand: The bottom caption introduces Everlywell 360 as a solution, offering to discuss specific hormonal markers. # Storyline - The ad opens with a relatable scenario: a contrast between "my doctor's labs: fine" and the user's personal experience of "experiencing 37 hormonal emotions in 4 minutes." This sets up a common frustration point, where standard medical tests don't always capture the full picture of one's health. The audience experiences this from the customer's perspective, highlighting the disconnect between clinical results and personal feelings. - The ad then introduces a meme featuring a crying cat, visually representing the intense emotional experience described in the previous line. This adds a layer of humor and relatability, making the ad more engaging and shareable. The audience experiences this from an external source, using a popular internet meme to amplify the customer's emotional state. - The ad concludes by introducing Everlywell 360 as a potential solution, offering to "let's talk about your estradiol, cortisol, and CRP." This transitions from the problem to the solution, positioning Everlywell as a brand that understands and addresses the complexities of hormonal health. The audience experiences this from the brand's perspective, presenting Everlywell as an informed and proactive partner in managing hormonal health.

# Ad summary This ad features a woman discussing how she used Everlywell's 360 test to discover that she was vitamin D deficient. She explains that the process was easy and that she received a health plan to help her get better. She now takes vitamin D3 supplements as part of her everyday life and encourages viewers to try Everlywell 360 if they've tried other tips and tricks that haven't worked. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through convenient at-home lab tests and personalized health plans. The brand aims to occupy a space in the consumer's mind as a reliable and accessible resource for understanding their body's needs and optimizing their overall well-being. The brand aligns with values of self-care, proactive health management, and data-driven decision-making. It pushes against the traditional norm of reactive healthcare by offering a proactive approach to identifying and addressing potential health issues. The brand positioning is both functional, providing accurate lab results and personalized health plans, and emotional, empowering individuals to feel more in tune with their bodies and make informed choices about their health. # Product The Everlywell 360 test is a comprehensive at-home lab test designed to provide individuals with a holistic understanding of their health. It works by allowing users to collect a blood sample at a local clinic after filling out a questionnaire online. The test analyzes various biomarkers, including vitamin D levels, iron saturation, and calcium levels, to provide a detailed overview of the user's health status. The test is for individuals who want to proactively manage their health and identify potential deficiencies or imbalances. The test provides results directly to the user's phone, along with a personalized health plan to help them address any identified issues. The ad addresses the purchase barrier of uncertainty by offering a clear and easy-to-understand process for identifying and addressing health concerns. The ad tells the viewer that this product is worth trying because it provides actionable insights and personalized guidance to optimize their health and well-being. # Visual style The ad has a polished, UGC-style aesthetic with a mix of selfie-style shots, medium shots, and close-ups. The editing style is quick cuts, with a consistent pacing throughout the ad. The production quality is high, with bright lighting and clear visuals. The visual motifs include shots of the woman working out, preparing healthy meals, and using the Everlywell app. The audio-visual sync is well-executed, with cuts and product actions timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 Apparently I'm vitamin D deficient, and I wouldn't have known that if it wasn't for Everlywell's 360 test. Text overlay: 00:00–00:02 EVERLYWELL 360 TEST RESULTS Visual: 00:00–00:02 The shot is a low-angle, selfie-style shot of a young Black woman with short hair, wearing a gray sweatshirt, standing on a rooftop with a city skyline in the background. The sky is blue with scattered clouds. She is holding a pink water bottle and looking directly at the camera. Text overlay reads "EVERLYWELL 360 TEST RESULTS" with a graphic showing a low vitamin D level. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is feeling tired and unable to perform at your best, even after getting enough sleep and trying to work out. "For months on end, I would have 12 hours of sleep and still wake up tired, try to go to the gym at 5:00 a.m. and wouldn't be able to push my body to do so." # Value propositions - Convenient at-home testing: "The process was so easy, all you had to do was go online, fill out a couple of questions on the questionnaire, go to your local clinic and get your blood work done." - Personalized health insights: "Not only do they give you the results right to your phone after this test, but they also give you a health plan to help you get better." # Benefits - Easy to point out the problem - Convenient and simple process - Comprehensive and personalized support - Helps you get better # Features - At-home lab test - Analyzes various biomarkers - Provides results directly to your phone - Personalized health plan # Call to action Try Everlywell 360 to help you get more informed. # Social proof - "Apparently I'm vitamin D deficient, and I wouldn't have known that if it wasn't for Everlywell's 360 test." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with the woman stating that she is vitamin D deficient and wouldn't have known that if it wasn't for Everlywell's 360 test. This is intended to grab the viewer's attention by highlighting a common health issue and introducing Everlywell as a solution. The perspective is from the woman, who is presented as a relatable customer sharing her personal experience. The tone is casual and conversational. - 00:03–00:12 00:03–00:12 The woman shares that before using Everlywell, she would sleep for 12 hours and still wake up tired, and she wouldn't be able to push her body to do so at the gym. This is intended to illustrate the negative impact of vitamin D deficiency on her energy levels and physical performance. The perspective is from the woman, who is sharing her personal struggles. The tone is relatable and empathetic. - 00:12–00:26 00:12–00:26 The woman states that with Everlywell's 360 test, it was easy to point out the problem. She explains that the process was easy: go online, fill out a questionnaire, and get your blood work done at a local clinic. This is intended to highlight the convenience and simplicity of the Everlywell test. The perspective is from the woman, who is providing a step-by-step explanation of the process. The tone is informative and reassuring. - 00:26–00:31 00:26–00:31 The woman shares that Everlywell not only gives you the results right to your phone after the test, but they also give you a health plan to help you get better. This is intended to emphasize the comprehensive nature of the Everlywell test and the personalized support it provides. The perspective is from the woman, who is highlighting the benefits of the test. The tone is enthusiastic and encouraging. - 00:31–00:36 00:31–00:36 The woman states that the health plan showed her that it was important to take her vitamin D3 supplements, which she now incorporates into her everyday life. This is intended to demonstrate the positive impact of the Everlywell test on her health and well-being. The perspective is from the woman, who is sharing her personal success story. The tone is positive and inspiring. - 00:36–00:40 00:36–00:40 The woman states that health isn't just about showing up to the gym, but also knowing what's going on inside your body. She encourages viewers to try Everlywell 360 to help them get more informed. This is intended to reinforce the importance of internal health and position Everlywell as a valuable tool for achieving it. The perspective is from the woman, who is providing a final call to action. The tone is empowering and persuasive.

# Ad summary This ad for Everlywell 360 uses a humorous approach to highlight the importance of checking hormone and thyroid markers for weight management, contrasting it with common but less effective approaches. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through accessible at-home testing. The brand positions itself as a provider of actionable insights into hormone and thyroid markers, which are critical for weight management. By offering a convenient way to monitor these markers, Everlywell aims to help customers move beyond generic solutions and understand the root causes of their health concerns. The brand aligns with a proactive, informed lifestyle, pushing against the norm of dismissing symptoms as mere stress and encouraging a data-driven approach to wellness. # Product The advertised product is Everlywell 360, a service that allows individuals to check their hormone and thyroid markers to understand how these factors affect their weight. It is designed for people who are looking for a more precise and effective approach to weight management than simply attributing symptoms to stress or hoping that general habits will suffice. The product addresses the purchase barrier of uncertainty by offering a clear, measurable way to monitor key health indicators. The ad emphasizes that Everlywell 360 focuses on the specific hormones and thyroid markers that directly influence weight, suggesting a targeted and scientific approach to wellness. # Visual style The ad features a clean, minimalist visual style with a focus on text. The use of a white background and light green gradient creates a sense of calm and trustworthiness. The crossed-out text adds a touch of humor and emphasizes the contrast between ineffective and effective approaches to health. The overall design is simple and easy to scan, making it suitable for in-feed placement. # Hooks Headline: 2026 GOALS # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of ineffective health approaches, such as attributing every symptom to stress or hoping that general habits will work. The ad visually signals this frustration by crossing out the phrases "Call every symptom 'stress'" and "Hope my habits are working." # Value propositions - Targeted weight management by checking hormones and thyroid markers # Benefits - Understand how hormones and thyroid markers affect weight # Features - Check the hormones + thyroid markers that actually affect weight # Call to action Shop Everlywell 360 # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its product as a solution to ineffective health approaches and encouraging viewers to take action. # Storyline - The ad opens with the year "2026 GOALS," setting a future-oriented tone and implying a long-term health journey. This is from the brand's perspective, framing the ad as a set of aspirational objectives. - The ad presents two common but ineffective approaches to health: "Call every symptom 'stress'" and "Hope my habits are working," both of which are crossed out. This is from the brand's perspective, highlighting the inadequacy of these methods and setting up the need for a better solution. - The ad introduces Everlywell 360 as the solution: "Check the hormones + thyroid markers that actually affect weight." This is from the brand's perspective, positioning the product as a targeted and effective way to manage weight by addressing underlying hormonal and thyroid factors. - The ad concludes with a call to action, "Shop Everlywell 360," encouraging viewers to purchase the product. This is from the brand's perspective, driving immediate action and conversion.

# Ad summary This ad features a screenshot of a social media post by @julieeehana discussing how New Year's resolutions are different when you understand your metabolism, hormones, and thyroid, suggesting that biomarkers, rather than willpower, may be the key to achieving these goals. The post includes the hashtag #everlywell360. # Brand positioning The brand, Everlywell, is presented as a provider of health insights through biomarker testing. The brand positions itself as a source of knowledge and understanding about one's own body, specifically in relation to metabolism, hormones, and thyroid function. This approach suggests a move away from traditional methods of relying solely on willpower for health-related goals, instead advocating for a data-driven approach. The brand aligns with values of self-awareness, scientific understanding, and personalized health management. It pushes against the norm of generic health advice by offering specific, measurable insights into individual biomarkers. The brand positioning is functional, focusing on providing tangible data and actionable information for better health outcomes. # Product The product being advertised is a biomarker testing service that provides insights into metabolism, hormones, and thyroid function. It is implied that this service is for individuals who are trying to achieve New Year's resolutions or other health-related goals. The product aims to provide a deeper understanding of one's body by measuring biomarkers, which can help individuals make more informed decisions about their health. The USP is that it offers a scientific, data-driven approach to health, rather than relying solely on willpower. The ad addresses the purchase barrier of uncertainty by suggesting that understanding biomarkers can lead to more effective and achievable health goals. The ad is telling the viewer that this product is worth trying because it offers a more informed and personalized approach to health management. # Visual style The ad has a UGC (user-generated content) production quality, mimicking a screenshot of a social media post. The visual motif is a platform-native style, specifically resembling a social media interface. The image treatment is minimal, with no obvious filters or color grading. The typography integration is caption-style, with the text resembling a social media post. The ad contrasts with the platform's typical high-design aesthetic by adopting a lo-fi, authentic feel, which may increase scannability and stop power in the feed. # Hooks Headline: New Year's resolutions hit different when you actually know what your metabolism, hormones, and thyroid are doing. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty in achieving New Year's resolutions or other health-related goals due to a lack of understanding of one's own body. "Like... maybe it's not 'willpower,' maybe it's biomarkers?" # Value propositions - Understanding biomarkers can lead to more effective and achievable health goals. # Benefits - Deeper understanding of one's body - More informed decisions about health - More effective and achievable health goals # Features - Biomarker testing service - Insights into metabolism, hormones, and thyroid function # Call to action None used. # Social proof - The ad features a social media post from @julieeehana, suggesting that others have used and benefited from the product. # Point of view - Customer: The entire image is presented as a screenshot of a social media post from a user named @julieeehana, indicating that the perspective is that of a customer sharing their experience or thoughts. # Storyline - The ad opens with a social media post from @julieeehana, who shares that New Year's resolutions are different when you understand your metabolism, hormones, and thyroid. This is intended to grab the viewer's attention by presenting a relatable scenario and hinting at a new perspective on achieving health goals. The story is being told from the perspective of a customer/influencer. - The post continues by suggesting that biomarkers, rather than willpower, may be the key to achieving these goals. This is intended to introduce the idea that there is a scientific basis for health-related challenges and that the brand offers a solution. The story is being told from the perspective of a customer/influencer. - The post concludes with the hashtag #everlywell360, which is intended to promote the brand and its services. The story is being told from the perspective of a customer/influencer.

# Ad summary This ad uses a social media post from a user to promote Everlywell 360. The post talks about upgrading health data with Everlywell 360 instead of pretending to just need to train harder. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through data-driven insights. The brand positions itself as a solution for those seeking to upgrade their health management beyond traditional methods, such as simply pushing harder through exercise. By offering comprehensive health data, Everlywell appeals to consumers who value a proactive and informed approach to their well-being, suggesting a shift from generic fitness advice to personalized health strategies. # Product Everlywell 360 is a health data service designed to provide users with comprehensive insights into their well-being. It is positioned as an alternative to the common approach of simply increasing physical training efforts, suggesting it offers a more informed and data-driven method for managing health. The product is for individuals who are looking to upgrade their health management and gain a deeper understanding of their body's data. The ad implies that Everlywell 360 helps users move beyond generic fitness advice to personalized health strategies. # Visual style The ad uses a platform-native style, mimicking a social media post to blend seamlessly into a user's feed. The design is clean and simple, with a focus on text and a minimal color palette. The overall effect is intended to feel authentic and relatable, as if the user is seeing a genuine post from someone they follow. # Hooks Headline: New Year logic: upgrading my health data with Everlywell 360 > pretending I “just need to train harder.” # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of relying solely on generic fitness advice and the need for a more personalized and data-driven approach to health. "pretending I 'just need to train harder.'" # Value propositions - Everlywell 360 offers a data-driven approach to health, providing users with comprehensive insights into their well-being. # Benefits - Move beyond generic fitness advice to personalized health strategies. # Features - upgrading my health data with Everlywell 360 # Call to action None used. # Social proof - 82 likes # Point of view - Customer: The entire image is presented as a social media post from a user, indicating a customer's perspective on using Everlywell 360. # Storyline - The ad opens with a social media post from a user named edschneider88, who shares his "New Year logic" of upgrading his health data with Everlywell 360. This is intended to convey a relatable scenario where people often set health goals at the start of the year, but the user is suggesting a smarter, more informed approach. The story is being told from the customer's perspective. - The user contrasts this approach with "pretending I 'just need to train harder,'" highlighting a common but potentially less effective method of pursuing health goals. This is included to position Everlywell 360 as a superior alternative to generic fitness advice. The story is being told from the customer's perspective. - The post concludes with a "likes" count of 82, which is included to add a layer of social validation to the user's statement. The story is being told from the customer's perspective.

# Ad summary This ad features a screenshot of a social media post from a user named delaneytrish89. The post expresses a shift from unrealistic expectations to a practical approach to health management using Everlywell 360. # Brand positioning Everlywell is presented as a practical solution for individuals seeking to proactively manage their health. The brand positions itself as a provider of tools that enable users to understand and address their health needs effectively, moving away from vague resolutions towards concrete actions. The brand aligns with a lifestyle of self-awareness and proactive health management, contrasting with passive or uninformed approaches to personal well-being. Everlywell aims to occupy the space of accessible and actionable health insights, empowering customers to take control of their health journey. # Product The Everlywell 360 is presented as a tool that enables users to understand and address their health needs effectively. The product is for individuals seeking to proactively manage their health. The ad highlights the product's ability to provide actionable insights, allowing users to "actually know what to fix with my health." This addresses the purchase barrier of uncertainty by offering a clear path to understanding and improving one's health. The ad emphasizes the product's role in facilitating informed health decisions, making it a worthwhile investment for those prioritizing proactive health management. # Visual style The ad has a UGC (user-generated content) style, mimicking a social media screenshot. The visual motif is a simple, clean layout with a focus on text. The image treatment is minimal, with no apparent filters or color grading. The typography is basic and legible. The style aims to appear native to social media platforms, enhancing scannability and stop power in the feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of setting unrealistic health resolutions that often lead to disappointment. The phrase "delulu logic: 'this year will be different'" signals the common, yet often ineffective, approach of relying on wishful thinking rather than concrete action. # Value propositions - getting everlywell 360 so I actually know what to fix with my health # Benefits - know what to fix with my health # Features - everlywell 360 # Call to action None used. # Point of view - Customer: The entire image is presented from the perspective of a social media user sharing their personal experience and thoughts on health management and Everlywell 360. # Storyline - The post begins with a user named delaneytrish89 sharing a screenshot of their own social media post. This is intended to capture attention by presenting a relatable scenario of setting New Year's resolutions, from the customer's perspective. - The user contrasts "delulu logic" (delusional logic) of expecting the year to be different with the "real logic" of using Everlywell 360 to understand and address their health needs. This is intended to highlight the product as a practical solution to health management, from the customer's perspective. - The post concludes with the user emphasizing the benefit of using Everlywell 360 to gain actionable insights into their health. This is intended to reinforce the product's value proposition and encourage viewers to consider it as a means of proactive health management, from the customer's perspective.

# Ad summary This ad features a screenshot of a social media post from a user named well_mikayla12. The post discusses starting a wellness era by knowing baselines, referencing Everlywell 360, and mentions guessing in a group chat. The post has 38 likes. # Brand positioning Everlywell is presented as a modern, accessible health and wellness brand that empowers individuals to take control of their health through convenient at-home testing. The brand aligns with a proactive, data-driven approach to wellness, contrasting with more passive or reactive approaches. The brand positions itself as a tool for understanding one's body and making informed decisions, appealing to those who value personalized health insights. # Product The featured product is Everlywell 360, implied to be a comprehensive health and wellness service or product that helps individuals understand their "baselines." The product is positioned for individuals interested in proactive health management and data-driven wellness. The ad suggests the product helps users gain insights into their health, enabling them to make informed decisions and potentially share or discuss results within a group setting. The ad addresses the purchase barrier of uncertainty by offering a way to establish a baseline understanding of one's health. # Visual style The ad uses a platform-native style, mimicking a social media post screenshot. The production quality is simple and clean, resembling user-generated content. The color palette is minimalist, with a light green background and white post container. The typography is basic and legible, consistent with social media interfaces. This style aims to blend seamlessly into social media feeds, increasing scannability and perceived authenticity. # Hooks Headline: Everyone's saying "2026 is my wellness era" and I'm like cool, mine starts with knowing my baselines. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of uncertainty and guesswork in health and wellness, as highlighted by the phrase "guessing in the group chat." # Value propositions - Starts with knowing my baselines - everlywell 360 > guessing in the group chat. # Benefits - knowing my baselines # Features - everlywell 360 # Call to action None used. # Social proof - 38 likes # Point of view - Customer: The entire image is presented from the perspective of a social media user sharing their personal experience and thoughts, creating a sense of authenticity and relatability. # Storyline - The ad opens with a screenshot of a social media post, immediately establishing a relatable, user-generated content feel. The intention is to capture attention and build trust through authenticity, as if a friend is sharing their experience. - The post references a current trend of starting a "wellness era," but subverts it by stating that the user's era starts with knowing their baselines. This is intended to position the brand as a more informed and proactive approach to wellness, rather than just following trends. The user is sharing their perspective. - The post mentions Everlywell 360 in the context of guessing in a group chat, implying that the product provides clarity and data to avoid guesswork. This is intended to highlight the product's value in providing concrete health insights. The user is sharing their perspective.

# Ad summary This ad uses a social media post format to promote Everlywell 360, suggesting that it provides a more scientific approach to health insights compared to vague methods. # Brand positioning Everlywell is presented as a modern, accessible health and wellness brand that offers at-home lab tests and insights. The brand positions itself as a provider of measurable health data, contrasting with more abstract or unscientific approaches to wellness. By offering a straightforward, data-driven approach, Everlywell aims to appeal to consumers who value tangible results and a scientific understanding of their health. # Product Everlywell 360 is presented as a service that provides easy access to health insights. The ad suggests that it offers a measurable, data-driven approach to understanding one's health, contrasting with more abstract or less scientific methods. The product is positioned as a tool for individuals who prefer a straightforward and quantifiable way to monitor and improve their well-being. # Visual style The ad uses a clean, minimalist visual style, mimicking a social media post. The color palette is simple, with a light green background and a white card containing black text. The overall effect is modern and straightforward, designed to be easily scannable and to convey a sense of clarity and simplicity. # Hooks Headline: Men don't “manifest.” # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that relying on abstract or unscientific methods like "manifesting" is ineffective for understanding one's health. The phrase "Men don't 'manifest'" suggests a frustration with vague or unsubstantiated wellness trends. # Value propositions - Everlywell 360 makes it easy to measure health insights. # Benefits - makes it easy # Features - We measure health insights. - Everlywell 360 # Call to action None used. # Social proof - 23 likes # Point of view - Customer: The top portion of the image features a social media post from 'chasewitty25,' presenting a personal opinion or observation. - Brand: The middle and bottom portions of the image highlight Everlywell's services and ease of use, promoting the brand's value proposition. # Storyline - The ad begins with a statement from the perspective of a social media user, 'chasewitty25,' who asserts that 'Men don't 'manifest.'' This is intended to grab attention by challenging a common wellness trend and setting a tone of skepticism towards unscientific approaches. - The narrative then shifts to the brand's perspective, with the statement 'We measure health insights.' This is meant to position Everlywell as a provider of tangible, data-driven health information, contrasting with the abstract concept of 'manifesting.' - The ad concludes with the brand stating, 'Everlywell 360 makes it easy.' This is intended to reassure potential customers that accessing and understanding their health insights through Everlywell is a simple and convenient process.

# Ad summary This ad uses a social media post to promote Everlywell 360 as the solution to a problem. # Brand positioning Everlywell is presented as a provider of solutions, specifically with its Everlywell 360 product. The brand positions itself as a problem-solver, offering a straightforward and effective solution. The brand aims to occupy a space in the consumer's mind as a reliable and mathematically sound solution provider. # Product Everlywell 360 is presented as a solution to a problem. The ad uses the equation "Baseline → game plan → results" to imply that Everlywell 360 is the solution to achieving results. The product is positioned as the mathematical answer to achieving desired outcomes. # Visual style The ad has a platform-native style, mimicking a social media post. The production quality is clean and simple, resembling a screenshot of a social media interface. The typography is basic and legible, and the overall design is minimalist. # Hooks Headline: Baseline → game plan → results. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a problem of not achieving desired results, suggesting that the viewer may be struggling to find the right solution. # Value propositions - Baseline → game plan → results. That's the math. Everlywell 360 is the solution. # Benefits - Everlywell 360 is the solution # Call to action None used. # Social proof - 93 likes # Point of view - Customer: The entire post is presented from the perspective of a social media user, as indicated by the username, profile picture, and social media interface elements. # Storyline - The post starts with the equation "Baseline → game plan → results," which is intended to convey a process or formula for achieving a desired outcome. The person posting is presenting a logical sequence of steps. - The post then states, "That's the math. Everlywell 360 is the solution," which is intended to position Everlywell 360 as the answer to the equation presented earlier. The brand is telling the audience that its product is the key to achieving results.

# Ad summary This ad uses a social media post from a fitness influencer to promote Everlywell's at-home gene testing kit. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through convenient at-home testing. The brand positions itself as a provider of insights into one's genetic makeup, enabling users to understand their bodies better and make informed decisions about their well-being. By partnering with a fitness influencer, Everlywell aligns itself with a health-conscious lifestyle, suggesting that its products are for those who are proactive about their health and fitness goals. The brand pushes against the norm that fitness is all about hard work, suggesting that genetics also play a role and can be measured. # Product The product being advertised is Everlywell's at-home gene testing kit, which allows individuals to measure their genes. The ad suggests that while hard work and effort are important, genetics also play a significant role in fitness and overall health. The product is for individuals interested in understanding their genetic predispositions and how they may impact their fitness journey. The ad addresses the potential purchase barrier of believing that effort is the only factor in achieving fitness goals by highlighting the importance of genetics and offering a way to measure them. # Visual style The ad has a clean and minimalist visual style, mimicking the look and feel of a social media post. The use of a solid mustard yellow background and a white rectangle with rounded corners creates a visually appealing and modern aesthetic. The overall design is simple and easy to understand, with a focus on the text and the social media post format. # Hooks Headline: You can't out-grind genes. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of individuals who work hard but don't see the desired results, suggesting that genetics may be a limiting factor. "You can't out-grind genes." # Value propositions - Measure your genes to understand how they impact your fitness journey. # Benefits - Understand your genetic predispositions - Make informed decisions about your fitness journey # Features - Measure genes # Call to action None used. # Social proof - The ad uses a social media post from a fitness influencer, @fitwith_nick09, to promote the product, leveraging the influencer's credibility and reach to build trust and credibility. # Point of view - Customer: The entire image is presented as a social media post from a fitness influencer, suggesting that the audience is experiencing the content from the perspective of a trusted source. # Storyline - The ad begins with a statement from the fitness influencer, @fitwith_nick09, who asserts that "You can't out-grind genes." This message is intended to capture the audience's attention by challenging the common belief that hard work is the only determinant of fitness success. The perspective is from a fitness influencer. - The influencer then pivots to promote Everlywell's product, stating, "But you can measure them. #everlywell360". This message introduces the solution to the problem posed in the first beat, suggesting that while genetics cannot be overcome through effort alone, they can be understood and measured using Everlywell's at-home gene testing kit. The perspective is from a fitness influencer.

# Ad summary This ad uses a social media post from a user named hailey78_martin to promote Everlywell's metabolism test. The post humorously contrasts spending money on gym clothes for motivation with hesitating to invest in a test that could provide insights into metabolism. # Brand positioning Everlywell is presented as a modern health and wellness brand that offers accessible at-home lab tests. The brand is positioned as a provider of convenient solutions for individuals seeking to understand their health better. By aligning with the sentiment of investing in self-knowledge, Everlywell aims to appeal to consumers who are health-conscious and proactive about their well-being. The brand is presented as a practical alternative to superficial health investments, such as gym clothes, suggesting a focus on genuine, data-driven wellness. # Product The featured product is Everlywell's metabolism test, an at-home lab test designed to provide insights into an individual's metabolism. The test is positioned as a means to understand what might be slowing down one's metabolism, offering a data-driven approach to health and wellness. The ad addresses the purchase barrier of hesitating to invest in health-related tests by contrasting it with the common practice of spending on gym clothes for motivation. The ad implies that the Everlywell test is a more logical and effective investment for those seeking to improve their health and well-being. # Visual style The ad has a clean and minimalist visual style, resembling a social media post. The use of a solid blue background and a white block with rounded corners creates a modern and simple aesthetic. The typography is clean and legible, and the overall design is uncluttered and easy to scan. # Hooks Headline: girl math is spending $200 on new gym outfits for “motivation” but hesitating on a test that actually tells me what’s slowing my metabolism. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the hesitation to invest in health-related tests, even when seeking to improve one's health and wellness. "girl math is spending $200 on new gym outfits for 'motivation' but hesitating on a test that actually tells me what's slowing my metabolism." # Value propositions - Investing in a test that actually tells me what's slowing my metabolism is more logical than spending money on gym outfits for 'motivation'. - new year logic = everlywell 360 > vibes. # Benefits - understanding one's metabolism - data-driven approach to health and wellness # Features - at-home lab test - tells me what's slowing my metabolism # Call to action None used. # Social proof - The ad uses a social media post from a user named hailey78_martin, which includes the number of likes (54) to indicate the post's popularity and credibility. # Point of view - Customer: The entire image is presented from the perspective of a social media user, sharing their thoughts and experiences in a relatable and humorous way. # Storyline - The post begins with a humorous observation about "girl math," where spending money on gym outfits is prioritized over investing in a metabolism test. This is intended to be relatable and attention-grabbing, told from the perspective of a social media user. - The post then pivots to promote Everlywell's metabolism test as a more logical alternative, suggesting that understanding one's metabolism is a better investment than gym clothes. This part of the story is told from the perspective of the social media user, who is now advocating for the product. - The post concludes with a statement equating "new year logic" with Everlywell 360, positioning the product as a positive and trendy choice. This is intended to create a sense of aspiration and alignment with current trends, told from the perspective of the social media user.

# Ad summary This ad uses a list of resolutions to promote Everlywell 360. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through accessible at-home lab tests and personalized insights. The brand positions itself as a tool for proactive health management, encouraging users to stay on top of their health. By offering a convenient way to monitor various health metrics, Everlywell aims to occupy a space in the consumer's mind as a reliable partner in their wellness journey. The brand aligns with a lifestyle focused on self-care, prevention, and informed decision-making, pushing against the traditional reactive approach to healthcare. # Product Everlywell 360 is a health monitoring service designed to help individuals stay on top of their health. The ad highlights the service's ability to provide insights that can help users prioritize their well-being. It addresses the common desire to improve health habits and stay informed about one's health status. The ad suggests that Everlywell 360 can help users achieve their health goals by providing the tools and information needed to make informed decisions. # Visual style The ad has a clean and modern visual style with a focus on typography. The use of strikethroughs adds a playful touch, while the green color scheme evokes a sense of health and wellness. The overall design is simple and easy to scan, making it suitable for social media feeds. # Hooks Headline: It's in my blood to... # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a frustration with not achieving health and wellness goals, as indicated by the crossed-out resolutions "finally get bangs" and "start 4 new exercise habits". # Value propositions - Stay on top of my health # Benefits - stay on top of my health # Call to action Shop Everlywell 360 # Point of view - Customer: The phrases "It's in my blood to...", "finally get bangs", "start 4 new exercise habits", and "stay on top of my health" represent the customer's personal resolutions and desires. - Brand: The phrase "Shop Everlywell 360" represents the brand's call to action, inviting the audience to explore its product. # Storyline - The ad opens with the phrase "It's in my blood to...", setting the stage for a list of personal resolutions or goals. This is from the customer's perspective, expressing a desire for self-improvement. - The ad then lists several resolutions, including "finally get bangs" (crossed out), "start 4 new exercise habits" (crossed out), and "stay on top of my health" (not crossed out). This is from the customer's perspective, showing a mix of serious and lighthearted goals, with health being the ultimate priority. - The ad concludes with a call to action, "Shop Everlywell 360", inviting the audience to explore the brand's health monitoring service. This is from the brand's perspective, promoting its product as a solution for achieving health-related goals.

# Ad summary This ad promotes Everlywell's 360 Female Membership, which provides a comprehensive health score and insights into various health areas through blood tests. The ad features a woman sharing her experience with the test, highlighting the quick turnaround time for results and the personalized care plan provided. # Brand positioning Everlywell is presented as a modern, accessible health and wellness brand that empowers individuals to take control of their health through convenient at-home testing and personalized insights. The brand aims to occupy a space in the consumer's mind as a proactive and informative partner in their health journey. It aligns with values of self-care, knowledge, and personalized wellness. The brand pushes against traditional healthcare norms by offering direct-to-consumer testing and virtual consultations, making health information more accessible and convenient. The brand positioning is both functional (providing detailed health data) and emotional (offering peace of mind and a sense of control over one's health). # Product The Everlywell 360 Female Membership is a comprehensive health assessment that provides a health score and insights into six main health areas: heart and metabolic, hormone and female health, immune and blood cell, inflammation and autoimmunity, liver, kidney, and bladder, and nutritional. The test involves a blood draw to measure 83 biomarkers, providing a detailed overview of the user's health status. The product is for women who are proactive about their health and want to gain a deeper understanding of their body's functions. The USPs include a quick turnaround time for results, a personalized care plan based on the test results, and the option for a virtual consultation with a licensed provider. The ad addresses the purchase barrier of discomfort associated with blood draws by emphasizing the value of the information gained. The ad tells the viewer that this product is worth trying because it provides actionable insights and personalized guidance to improve their health. # Visual style The ad has a UGC feel, with a mix of selfie-style shots and screen recordings. The production quality is polished, but the overall aesthetic is casual and relatable. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:03 I don't know about you all, but I love taking the initiative to figure out my own health. Text overlay: 00:00–00:01 I DON'T KNOW / 00:01–00:03 BUT I LOVE TAKING THE INITIATIVE TO FIGURE OUT MY OWN HEALTH. Visual: 00:00–00:03 A woman with long, dark curly hair, wearing a gray long-sleeve shirt, is jogging on a treadmill that is surrounded by a large, black inflatable cushion. The treadmill is in a brightly lit room with white walls and a computer desk in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling disconnected from one's own health and lacking a clear understanding of what's going on inside their body. The woman states, "I love taking the initiative to figure out my own health," implying that many people feel lost or confused about how to manage their well-being. # Value propositions - Comprehensive health assessment - Personalized insights and guidance - Convenient and accessible health information # Benefits - Gain a deeper understanding of your body's functions - Get actionable insights to improve your health - Stay on top of your health # Features - 83 biomarkers measured - Six main health areas - Personalized care plan - Virtual consultation with a licensed provider # Call to action To learn more about your health, go to Everlywell.com! # Social proof - "I don't know about you all, but I love taking the initiative to figure out my own health" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a woman on a unique treadmill, expressing her love for taking initiative in her own health. - 00:03–00:07 00:03–00:07 The woman introduces the Everlywell 360 test and shows herself on the way to get the test done. - 00:07–00:12 00:07–00:12 She mentions getting a needle stuck in her arm but emphasizes that it's worth it because she loves learning about her body. - 00:12–00:17 00:12–00:17 The woman shares that her appointment was around 9:30 AM and she had to fast, then shows herself after the blood work. - 00:17–00:25 00:17–00:25 She mentions that they took a lot of blood for 83 test results and that she needed a snack afterward, but the turnaround was quick. - 00:25–00:29 00:25–00:29 The woman shows her health score out of 100, stating she got an A-. - 00:29–00:34 00:29–00:34 She highlights the six main health areas that the test looked at and specific biomarkers within each. - 00:34–00:37 00:34–00:37 The woman shares that her biggest concern was her low vitamin D levels, which explains why she's been feeling tired. - 00:37–00:42 00:37–00:42 She mentions that Everlywell provides a care plan with step-by-step instructions. - 00:42–00:46 00:42–00:46 The woman notes that you can also do a virtual consultation with a licensed provider to stay on top of your health.

# Ad summary This ad uses a popular meme format to highlight the contrast between normal lab results and the experience of hormonal emotions, suggesting Everlywell 360 as a solution to understand and manage these hormonal fluctuations. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through accessible at-home lab tests. The brand positions itself as a provider of insights into hormonal health, specifically addressing the often-dismissed or misunderstood experiences of hormonal imbalances. By focusing on specific biomarkers like estradiol, cortisol, and CRP, Everlywell aims to provide tangible data and solutions, contrasting with the common feeling of being unheard or misdiagnosed in traditional healthcare settings. The brand aligns with a proactive, informed, and self-directed approach to healthcare, pushing against the norms of passive patient roles and reactive treatments. # Product The ad promotes Everlywell 360, a service that focuses on providing insights into hormonal health through at-home lab tests. The service is designed for individuals experiencing hormonal emotions and seeking to understand the underlying causes. The ad specifically mentions the analysis of estradiol, cortisol, and CRP levels, suggesting a comprehensive approach to hormonal assessment. The product aims to address the purchase barrier of uncertainty and lack of understanding around hormonal health by offering accessible testing and data-driven insights. The ad implies that Everlywell 360 can help individuals better understand and manage their hormonal fluctuations, contrasting with the feeling of being dismissed or misunderstood in traditional healthcare settings. # Visual style The ad uses a meme format with a cartoon illustration. The production quality is simple and hand-drawn, giving it a relatable and informal feel. The visual motif is the "This is fine" meme, which is widely recognized and used to convey a sense of calm in the face of chaos. The image treatment includes muted colors and a slightly distressed look, enhancing the meme's ironic tone. The typography is simple and legible, fitting the meme's style. The ad contrasts with typical high-design health ads, aiming for a disruptive and relatable feel. # Hooks Headline: my doctor's labs: fine me: experiencing 37 hormonal emotions in 4 minutes # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the disconnect between a person's internal experience of hormonal emotions and the lack of validation or understanding from traditional medical tests. "my doctor's labs: fine / me: experiencing 37 hormonal emotions in 4 minutes" highlights this frustration. # Value propositions - everlywell 360: let's talk about your estradiol, cortisol, and CRP # Call to action None used. # Social proof - None used. # Point of view - Customer: The top caption expresses the customer's frustration with the disconnect between their emotional experience and their doctor's assessment. - Brand: The bottom caption introduces Everlywell 360 as a solution, offering to discuss specific hormonal markers. # Storyline - The ad starts by contrasting the clinical perspective of "my doctor's labs: fine" with the personal experience of "me: experiencing 37 hormonal emotions in 4 minutes." This sets up a relatable scenario where individuals feel their emotional experiences are not validated by standard medical tests, told from the customer's perspective. - The narrative then transitions to a visual representation of the feeling of being overwhelmed, using the "This is fine" meme. This reinforces the customer's perspective, highlighting the disconnect between internal experience and external validation. - Finally, the ad introduces Everlywell 360 as a solution, stating "everlywell 360: let's talk about your estradiol, cortisol, and CRP." This shifts the perspective to the brand, positioning Everlywell as a provider of understanding and solutions for hormonal imbalances.

# Ad summary This ad uses a meme format to highlight the Everlywell 360 product, which tests for estradiol, cortisol, and CRP. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through accessible at-home lab testing. The brand positions itself as a solution for those seeking to understand their hormone levels (estradiol, cortisol) and inflammation markers (CRP). By offering convenient testing options, Everlywell aims to occupy a space in the consumer's mind as a proactive and informative health partner, pushing against the traditional norm of waiting for doctor's appointments to gain insights into one's health. The brand's tone is approachable and relatable, aligning with a lifestyle of self-care and informed decision-making. The brand positioning is functional, focusing on providing specific health data, while also tapping into the emotional desire for feeling in control of one's well-being. # Product The Everlywell 360 product is an at-home lab test designed to measure estradiol, cortisol, and CRP levels. It is for individuals who are experiencing symptoms like tiredness and puffiness and want to understand potential hormonal or inflammatory imbalances. The product aims to address the purchase barrier of inconvenience associated with traditional lab testing by offering a convenient, at-home solution. The ad highlights the product's ability to provide insights into specific biomarkers, making it appealing to those seeking data-driven approaches to their health. The ad suggests that the product is worth trying or buying because it offers a way to understand and address the root causes of common symptoms. # Visual style The ad has a meme-like aesthetic, using a popular meme format to convey a relatable health concern. The production quality is simple and straightforward, resembling a screenshot or a quickly assembled image. The image treatment is minimal, with no obvious filters or color grading. The typography is basic and legible, fitting the meme style. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: my doctor's labs: fine me: so...tired and puffy is just my personality now 🙄 # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the frustration of feeling unwell despite normal lab results, as expressed by the line "my doctor's labs: fine" and "me: so...tired and puffy is just my personality now 🙄". # Call to action None used. # Point of view - Customer: The top caption expresses the customer's frustration with normal lab results despite feeling unwell. - Brand: The bottom caption introduces Everlywell 360 as a solution to investigate specific biomarkers. # Storyline - The ad starts with a relatable scenario: "my doctor's labs: fine," which sets the stage by highlighting the frustration of feeling unwell despite normal lab results. This is told from the customer's perspective, aiming to connect with viewers who have experienced similar situations. - The narrative then shifts to the customer's personal experience: "me: so...tired and puffy is just my personality now 🙄," expressing the feeling of resignation and acceptance of undesirable symptoms. This is told from the customer's perspective, emphasizing the emotional impact of not feeling well and the desire for a solution. - Finally, the ad introduces Everlywell 360: "let's talk about your estradiol, cortisol, and CRP," positioning the brand as a solution to the problem presented earlier. This is told from the brand's perspective, offering a way to understand and address the underlying causes of the customer's symptoms.

# Ad summary This ad features a woman discussing her postpartum recovery journey and how she partnered with Everlywell to use their 360 program. She highlights the ease of scheduling tests through the app, the comprehensive biomarker analysis, and the personalized care plan she received. The ad emphasizes the benefits of Everlywell in helping her regain her sense of self and manage her health effectively. # Brand positioning Everlywell is presented as a modern health and wellness brand that empowers individuals to take control of their health through accessible at-home lab tests and personalized care plans. The brand aims to occupy a space in the consumer's mind as a proactive and convenient solution for monitoring and improving overall well-being, particularly for those experiencing specific health challenges like postpartum recovery. Everlywell aligns with a lifestyle focused on self-care, health awareness, and personalized solutions, pushing against the traditional norm of reactive healthcare by offering proactive insights and tailored plans. The brand positioning is both functional, providing detailed health data, and emotional, offering a sense of empowerment and control over one's health journey. # Product Everlywell 360 is a comprehensive health and wellness program designed to provide individuals with detailed insights into their health through at-home lab tests and personalized care plans. The program is for individuals seeking to proactively manage their health, particularly those experiencing specific health challenges like postpartum recovery, fatigue, and brain fog. It involves scheduling tests through the Everlywell app, providing blood and urine samples at Quest Lab, and receiving a detailed analysis of 83 biomarkers. These biomarkers test for hormones, inflammation, heart health, and nutrient levels, providing a comprehensive overview of one's health status. The program addresses the purchase barrier of uncertainty by offering clear, actionable insights and a personalized care plan developed in consultation with a healthcare provider. The ad highlights the value of the program in helping users understand their health status and take targeted steps to improve their well-being. # Visual style The ad has a polished UGC feel, blending personal moments with professional-quality shots. The editing style includes quick cuts to showcase various activities and product features, maintaining a consistent pace of approximately 20 cuts per minute. The visual motifs include close-ups of product interactions and lifestyle shots that emphasize health and wellness. The audio-visual sync is well-coordinated, with cuts and text overlays timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 This is my last postpartum chapter ever and I really wanted to do it differently this time. Text overlay: 00:00–00:03 Navigating my postpartum recovery differently this time around / 00:00–00:06 This is my last postpartum chapter ever and I really wanted to do it differently this time. Visual: 00:00–00:02 A woman with long brown hair, wearing a blue and white striped tank top and pants, sits on a bed with white and beige striped bedding, holding a baby. The room is a neutral color with a lamp on a bedside table. The camera is stationary and at eye level. / 00:02–00:03 The woman is now making the bed, fluffing pillows and straightening the comforter. The camera remains stationary, capturing her movements from a medium distance. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of fatigue and brain fog experienced during postpartum recovery, as explicitly stated by the creator: "I wanted to see what else I could be doing for the fatigue and brain fog." # Value propositions - Comprehensive testing for hormones, inflammation, heart health, and nutrient levels provides a detailed understanding of your health status. - Personalized plan developed with a provider offers actionable steps to improve your well-being. # Benefits - Personalized plan - Insight to feel like yourself again # Features - 83 biomarkers tested - Tests for hormones, inflammation, heart health, nutrient levels # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with the creator holding her baby, stating that this is her last postpartum chapter and she wants to do it differently this time. This sets the stage for her health journey and her desire for a better postpartum experience, establishing a personal and relatable tone. - 00:03–00:06 00:03–00:06 She explains that she partnered with Everlywell and signed up for Everlywell 360. This introduces the product as a solution to her postpartum health concerns, positioning Everlywell as a trusted partner in her wellness journey. - 00:06–00:10 00:06–00:10 The creator shares that she shifted her focus to her wellness to be the healthiest version of herself. This emphasizes the importance of self-care and personal health, aligning with the brand's values. - 00:10–00:14 00:10–00:14 She mentions having three babies in the last five years and working nights in the ICU, which has taken a toll on her. This provides context for her health challenges and the need for a comprehensive solution. - 00:15–00:17 00:15–00:17 She expresses her desire to find solutions for fatigue and brain fog. This highlights the specific pain points she is addressing with Everlywell, making the product relatable to others experiencing similar issues. - 00:18–00:22 00:18–00:22 The creator explains how easy it is to schedule tests in the app and get a quick blood and urine sample at Quest Lab. This emphasizes the convenience and accessibility of the Everlywell program, addressing potential barriers to entry. - 00:22–00:31 00:22–00:31 She highlights that Everlywell measures 83 biomarkers to test for hormones, inflammation, heart health, and nutrient levels. This showcases the comprehensive nature of the testing and the depth of insights provided. - 00:31–00:37 00:31–00:37 The creator shares that she found out she has low iron and vitamin D, as well as high cholesterol, and needs to keep an eye on it. This demonstrates the actionable insights gained from the testing and the ability to personalize her health plan. - 00:37–00:40 00:37–00:40 The ad concludes with the message that Everlywell can give you the insight to feel like yourself again. This reinforces the emotional benefit of the product, promising a return to personal well-being and vitality.