How Grammarly Advertises on Meta

# Ad summary This ad for scaled writing support highlights that it boosted course completion rates by +3.3% campus-wide. # Brand positioning The brand helps learning institutions scale their writing support programs, aiming to improve student outcomes. The brand presents itself as a strategic partner for universities seeking to boost student course completion rates through writing support, positioning itself as a tool for enhancing academic performance. The visual association with Florida Atlantic University and the ESSA Moderate label imply credibility and alignment with educational standards and goals. # Product The product is an always-on writing support service designed to scale and integrate with campus-wide course offerings. The offering boosts course completion rates, as evidenced by a stated increase of +3.3% campus-wide. The product works by providing scalable writing support, and is intended for use by students to boost their academic outcomes. # Visual style The ad has a professional and polished look. It combines a natural, candid shot of students with a clear and simple text overlay. The color palette is clean and modern, with a dark teal background and bright turquoise call to action button. The overall impression is trustworthy and professional, aiming to convey credibility and academic focus. # Hooks Headline: Scaled, always-on writing support boosted course completion rates +3.3% campus-wide # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the difficulty universities face in boosting course completion rates campus-wide, explicitly mentioning "Scaled, always-on writing support boosted course completion rates +3.3% campus-wide." # Value propositions - Scaled, always-on writing support: Indicates the service is readily available and adaptable to different campus sizes and needs. - boosted course completion rates +3.3% campus-wide: Demonstrates proven success in improving student outcomes, making the product attractive to educational institutions looking to enhance their performance metrics. # Benefits - boosted course completion rates +3.3% campus-wide # Features - Scaled, always-on writing support # Call to action See the results # Social proof - FLORIDA ATLANTIC UNIVERSITY logo - ESSA MODERATE logo # Point of view - Brand: The main text and call to action is from the brand talking about its results. # Storyline - The brand aims to get its target audience's attention, namely learning institutions and decision-makers, with the core claim that their 'scaled, always-on writing support boosted course completion rates +3.3% campus-wide.' This claim is positioned as the main takeaway and hook for the ad, serving to highlight the positive impact of the service on academic outcomes from the brand's perspective. - The brand includes a button that says 'See the results' which is intended to encourage those who are interested to take action by clicking for more information.

# Ad summary This image ad for Grammarly promotes a report about how marketers use AI. The ad features a photo of two marketers working together at a desk, along with the headline "Marketers use AI—but not enough" and a button to access the report. # Brand positioning Grammarly is presented as a tool that helps marketers improve their work by using AI. The brand positions itself as being at the forefront of AI technology and suggests that marketers who are not using AI are falling behind. The brand aims to occupy the space of being an essential tool for marketers who want to stay ahead of the curve and improve their performance. The brand promotes a functional positioning by offering a tool that improves efficiency and effectiveness. # Product The ad promotes a report about how marketers use AI. The report is intended for marketers who want to learn more about how they can use AI to improve their work. The ad addresses the purchase barrier of not knowing enough about AI by offering a report that provides information and insights. The ad suggests that the report will help marketers understand how they can use AI to improve their marketing efforts. # Visual style The ad has a clean and professional visual style. The colors are muted and the lighting is soft. The overall effect is one of competence and trustworthiness. The image is a studio shot with high production quality. The layout is simple and easy to understand, with the headline and call to action clearly visible. The visual style is designed to be scannable and stop power in feed. # Hooks Headline: Marketers use AI—but not enough # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that marketers are not using AI enough, suggesting they are missing out on potential benefits. The headline "Marketers use AI—but not enough" signals this frustration. # Value propositions - None used. # Benefits - None used. # Features - AI # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline "Marketers use AI—but not enough" is the brand's perspective, highlighting a potential gap in marketers' strategies. - External source: The image of two marketers working together provides an external view of a typical marketing scenario. # Storyline - The ad starts with the headline "Marketers use AI—but not enough," which is intended to grab the viewer's attention and make them think about whether they are using AI effectively. This is told from the brand's perspective, suggesting that marketers may be underutilizing AI's potential. - The ad then shows a photo of two marketers working together at a desk, which is intended to create a sense of relatability and show the viewer that the report is relevant to them. This is shown from an external perspective, depicting a typical work environment. - Finally, the ad includes a button to "Access Report," which is intended to encourage the viewer to take action and learn more about how they can use AI to improve their work. This is a direct call to action from the brand.

# Ad summary This ad promotes a report on the trends, tensions, and transformation of AI in higher education. It uses a modern, clean design with a clear call to action. # Brand positioning The brand is presented as an authority on the integration of AI in higher education. It positions itself as a source of valuable insights and analysis for educators and institutions navigating the evolving landscape of AI in academia. The brand aims to occupy a space of thought leadership, providing guidance and resources to help stakeholders understand and adapt to the transformative potential and challenges of AI in education. The brand promotes a forward-thinking approach, aligning with innovation and progress in the educational sector. # Product The product is a report titled "Trends, Tensions, and Transformation in Higher Education," focusing on the integration of AI in teaching. It is designed for educators and institutions in higher education. The report aims to provide insights and analysis on the current trends, potential challenges, and transformative impacts of AI in the academic environment. The report addresses the need for understanding and adapting to the evolving role of AI in education, offering valuable information to navigate this change. The ad highlights the report as a resource for staying informed and making strategic decisions in the context of AI's growing influence in higher education. # Visual style The ad features a modern and clean visual style with a gradient background and abstract shapes. The design is simple and uncluttered, with a focus on readability and clarity. The color palette is bright and cheerful, with a combination of yellow, green, and blue. The overall aesthetic is professional and inviting, suggesting a high-quality and informative report. # Hooks Headline: Trends, Tensions, and Transformation in Higher Education # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of understanding and adapting to the evolving role of AI in higher education. The ad signals this frustration by offering a report that provides insights and analysis on the current trends, potential challenges, and transformative impacts of AI in the academic environment. # Value propositions - Stay informed and make strategic decisions in the context of AI's growing influence in higher education # Benefits - Insights and analysis on the integration of AI in teaching - Understanding the current trends, potential challenges, and transformative impacts of AI in the academic environment # Features - Report on trends, tensions, and transformation in higher education # Call to action Read now # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its report and encouraging the audience to read it. # Storyline - The ad opens by highlighting the availability of a report, immediately signaling that the audience will be receiving information. The brand is telling the audience that they have a resource available for them to use. - The ad then presents the title of the report, "Trends, Tensions, and Transformation in Higher Education," which is intended to convey the scope and depth of the report's content. The brand is telling the audience that the report will cover a wide range of topics related to AI in higher education. - The ad concludes with a call to action, "Read now," prompting the audience to access the report. The brand is telling the audience to take immediate action and engage with the report.

# Ad summary In this ad, experts discuss how Grammarly for Education can help faculty and students. # Brand positioning Grammarly presents itself as an essential AI-powered tool for academic writing. Its functionality is positioned as particularly beneficial within higher education, promising to empower both faculty and students. The brand promotes the value of Grammarly as a means for educators to efficiently mentor students and foster stronger relationships, enhancing the overall quality of the learning experience. Grammarly's positioning is primarily functional, emphasizing its ability to lighten workloads and improve writing skills through AI assistance. # Product Grammarly for Education is presented as an AI-powered writing assistant designed to improve academic writing skills and alleviate workload for educators. It offers features such as citation finding, fact-checking, and proofreading. It identifies debated or contracted claims, assists with in-text citations, and streamlines word choice. It also learns a user's writing style and offers suggestions for growth. Grammarly is promoted as a tool that helps faculty mentor students through complex writing processes and frees them up to focus on building relationships and partnerships with students, and ultimately helps to provide a higher quality educational experience. The ad addresses the pain point that even brilliant teachers can't always reach every student by offering a way to provide personalized feedback and guidance. # Visual style The visual style is polished and professional, resembling a series of interviews interspersed with b-roll footage. The interview portions have static shots and smooth transitions. The production quality is high-end, lending a tone of credibility and authority. The pacing is steady. # Hooks Spoken: 00:00–00:04 We are at a turning point in higher education, and for me what's exciting is Text overlay: BRUCE FRASER / Executive Director of AI Initiatives / Indian River State College Visual: 00:00–00:04 Bruce Fraser sits in a black chair facing forward. He is a fair-skinned man with gray hair, wearing a blue suit jacket over a white dress shirt. Behind him is a dark green wall with tan desk and shelves. On the shelves are books and plants. Under his image is text that reads, "BRUCE FRASER, Executive Director of AI Initiatives, Indian River State College." # Funnel stage Middle of funnel (Consideration) # Pain points Higher education has been scaled to make it economically viable, even brilliant teachers can't necessarily reach every student in their class. # Value propositions - Grammarly helps to provide a higher quality educational experience. - Grammarly frees up faculty to do the things that they love and are good at. - Grammarly is trying to get to the moments where students need help the most and build solutions that have context that faculty can give and guide. - Grammarly knows who you are, learns your styles, and helps you adapt and grow. # Benefits - It lightens the load for all faculty - Everybody gets more high quality experience - It helps you adapt and grow - frees up faculty to do the things that they love # Features - Citation Finder - Fact Checker - Proofreader - AI Chat # Call to action Visit grammarly.com/edu to learn more # Social proof - "Grammarly really frees up faculty to do the things that they love and that they're especially good at, which is serving as mentors to our students and coaching them through the complex process of learning to write." - "I can now build relationships and partnerships with my students." - "I can spend more time mentoring and advising, and so by using a tool like Grammarly, I think it lightens the load for all faculty." - "When I think about Grammarly for Education, I feel empowered." - "When I think about Grammarly, I think about a company that gets it." - "When I think about Grammarly for Education, I feel hopeful and optimistic." - "When I think about Grammarly for Education, I'm thinking about that partnership that we have." - "When I think about Grammarly for Education, I think of a helper." # Point of view - Expert 100% – This ad is told entirely from the point of view of experts from different educational institutions. # Storyline - 00:00–00:04 Bruce Fraser (Executive Director of AI Initiatives, Indian River State College) states that we are at a turning point in higher education. - 00:04–00:13 He says that the exciting thing is that generative AI is an opportunity to address some of the long-standing challenges in higher education. - 00:13–00:24 Doug Specht (Head of School, University of Westminster) says that because higher education has been scaled to make it economically viable, even brilliant teachers cannot necessarily reach every student in their class. - 00:24–00:28 He adds that when you can't reach every student in class, you're going to miss some brilliant ideas. - 00:28–00:38 Back to Bruce Fraser, who says that Grammarly frees up faculty to do the things that they love and are good at: serving as mentors to students and coaching them through the complex process of learning to write. - 00:38–00:43 Shonda Gibson (Senior Associate Vice Chancellor & Chief Transformation Officer, The Texas A&M University System) says that she can now build relationships and partnerships with her students. - 00:43–00:51 She says that she can spend more time mentoring and advising, and by using a tool like Grammarly, it lightens the load for all faculty. - 00:51–00:54 She claims that everyone gets a more high-quality experience. - 00:55–01:04 Wayne Anderson (Executive Director, Digital Learning Design & Innovation (EdPlus), Arizona State University) states that Grammarly is trying to get to the moments where students need help the most and build solutions that have context that faculty can give and guide. - 01:05–01:10 Isaac Abbs (Chief Information Officer, Pima Community College) says that it can take an individual learner from struggling with grammar all the way to being a master. - 01:10–01:15 He says that it knows who you are, learns your styles, and helps you adapt and grow. - 01:15–01:19 Doug Specht states it means that that idea doesn't get stuck in their head; it doesn't become something that's trapped. - 01:19–01:26 He adds that it means that that idea has legs, has a life; it might become nothing, or it might become the next biggest thing. - 01:27–01:30 Bruce Fraser says that when he thinks about Grammarly for Education, he feels empowered. - 01:31–01:33 Isaac Abbs thinks about a company that gets it. - 01:34–01:37 Wayne Anderson feels hopeful and optimistic. - 01:38–01:41 Doug Specht is thinking about the partnership that they have. - 01:41–01:44 Shonda Gibson thinks of a helper. - 01:47–01:50 Bruce Fraser finishes by stating that if we get AI in education right, we will transform the world.

# Ad summary This ad promotes AI fluency foundations, emphasizing the practical application of policies through learning. It features a speaker, Giles Douglas, and aims to engage viewers with a clear call to action to start learning. # Brand positioning The brand, identifiable by the 'G' logo, positions itself as a provider of AI fluency foundations. It aims to occupy the space of accessible and practical AI education, emphasizing the translation of policies into real-world practice. The brand aligns with a professional and educational tone, promoting a learning-oriented lifestyle. It appears to push against the norm of theoretical AI discussions by focusing on practical application. The brand positioning is functional, emphasizing simplicity and actionable knowledge. # Product The product is an AI fluency foundations course designed to help individuals turn policies into practice. It is for professionals and anyone interested in understanding and applying AI policies effectively. The course is presented as 'Session 2' with a featured speaker, Giles Douglas, who is the CISO and Director of Engineering at Grammarly. The unique selling proposition (USP) is the practical application of AI policies, addressing the purchase barrier of theoretical knowledge by providing actionable insights. The ad encourages viewers to 'Start learning,' suggesting immediate engagement and accessibility. # Visual style The ad has a clean and modern visual aesthetic with a focus on readability and clear messaging. The production quality is highly polished, with a flat design style and a limited color palette. The use of rounded shapes and a simple layout contributes to a friendly and approachable feel. The typography is large and bold, ensuring scannability in a fast-moving feed. The design contrasts with typical norms by using a muted color palette and a focus on informational content rather than flashy visuals, which may help it stand out in a visually saturated environment. # Hooks Headline: Turn policies into practice # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having policies that are not effectively implemented in practice. The headline, 'Turn policies into practice,' directly signals this problem. # Value propositions - Turn policies into practice # Benefits - Turn policies into practice # Call to action Start learning # Social proof - Giles Douglas, CISO and Director of Engineering, Grammarly # Point of view - Brand: The top caption introduces the brand and its offering, setting the stage for educational content. - Brand: The central message emphasizes the practical application of the course, showcasing its primary benefit. - Brand: The call to action prompts immediate engagement, guiding the audience towards conversion. - External source: The inclusion of Giles Douglas adds credibility and authority to the course, leveraging expertise to build trust. # Storyline - The ad starts by highlighting the brand's offering: 'AI fluency foundations,' setting the stage for educational content. This is from the brand's perspective, introducing the core area of expertise and establishing credibility. - The central message, 'Turn policies into practice,' emphasizes the practical application of the course, addressing a common need for actionable knowledge. This is communicated from the brand's perspective, showcasing the course's primary benefit. - A call to action, 'Start learning,' prompts immediate engagement, encouraging viewers to take the next step. This is from the brand's perspective, guiding the audience towards conversion. - The inclusion of Giles Douglas, CISO and Director of Engineering at Grammarly, adds credibility and authority to the course. This is presented from an external source perspective, leveraging expertise to build trust.

# Ad summary This ad presents Grammarly as a solution for universities to improve student retention rates by providing always-on writing support. The ad highlights a specific success metric at Florida Atlantic University and includes a clear call to action to see the results. # Brand positioning Grammarly is presented as an academic writing support tool for universities. The brand aims to occupy the space of an always-on writing assistant that helps improve student outcomes. This positions Grammarly in the broader market as a technologically advanced solution that directly contributes to a university's success metrics, specifically student retention. It promotes a functional and results-driven approach, contrasting with potentially more traditional or less measurable forms of academic support. # Product The ad showcases Grammarly as a writing support platform for higher education institutions. It works by providing "Always-on writing support" to students, with the ad highlighting how this service led to increased retention rates at Florida Atlantic University. This positions Grammarly as a tool that directly addresses the challenges universities face in retaining students and improving academic outcomes. The ad emphasizes the impact and value of Grammarly in an academic setting. # Visual style The ad uses a combination of a natural outdoor setting and a clean, modern design. The image is likely studio-shot, with careful attention to lighting and composition. The use of a solid color background with a curved edge creates a distinct visual break and helps to focus attention on the text. The typography is integrated cleanly, and the overall aesthetic is professional and trustworthy, aligning with the academic context. # Hooks Headline: Always-on writing support boosted retention rates by 5.3% at Florida Atlantic University # Funnel stage Middle of funnel (Consideration) # Pain points Universities struggle with student retention rates due to various factors, including academic challenges and lack of support. The ad addresses the pain point of low retention rates among students, which can affect funding and reputation. The statistic "boosted retention rates by 5.3%" directly addresses the need to improve student outcomes. # Value propositions - Always-on writing support: Offers continuous assistance, ensuring students always have access to help, leading to improved writing skills and higher retention rates. - Boosted retention rates by 5.3%: Provides quantifiable evidence of the product's effectiveness, demonstrating a clear return on investment for universities. # Benefits - Boosted retention rates by 5.3% at Florida Atlantic University # Features - Always-on writing support # Call to action See the results # Social proof - Florida Atlantic University: Using their name and logo implies that they have successfully used Grammarly, giving credibility to the product. # Point of view - Customer: The entire image conveys the perspective of a potential university client, emphasizing the benefits and results of using Grammarly in an academic setting. # Storyline - The image shows a college campus setting with two students working on laptops and writing, implying a typical academic environment. This sets the scene for the writing support tool being advertised. This is shown from the perspective of a potential user, such as a university administrator. - The ad presents the key benefit: "Always-on writing support boosted retention rates by 5.3% at Florida Atlantic University." This uses concrete data to demonstrate the effectiveness of Grammarly's writing support. The brand is communicating the direct impact of their tool on academic success metrics. - The ad concludes with a call to action, "See the results," along with the logos of Florida Atlantic University and ESSA. This invites viewers to explore the case study further, reinforcing credibility through association with a recognizable academic institution and an accreditation organization. The brand is encouraging potential users to take the next step and learn more.

# Ad summary This ad promotes Grammarly's AI chat feature, highlighting its ability to generate fresh ideas. The ad features an image of a woman using a laptop, with the Grammarly logo and a callout to the AI chat feature. The overall message is that Grammarly can help users overcome creative blocks and discover new perspectives. # Brand positioning Grammarly is presented as an innovative AI-powered writing assistant that helps users generate fresh ideas and improve their writing. The brand positions itself as a tool for unlocking creativity and overcoming writer's block. The brand aligns with a modern, tech-savvy lifestyle, promoting efficiency and innovation in the writing process. Grammarly pushes against the traditional notion of writing as a solitary and challenging task, offering a collaborative and AI-assisted approach. The brand positioning is both functional (improving writing) and emotional (unlocking creativity). # Product The product being advertised is Grammarly's AI chat feature, designed to help users start with fresh ideas they didn't see coming. This feature is for anyone who needs help generating new ideas or overcoming creative blocks. The AI chat is presented as a tool to unlock creativity and discover new perspectives. The ad addresses the purchase barrier of creative blocks by offering a solution that helps users generate fresh ideas. # Visual style The ad has a modern and clean visual style. The image is well-lit and features a blurred background, drawing attention to the woman and the laptop. The color palette is soft and muted, with a focus on greens and oranges. The overall aesthetic is professional and inviting. # Hooks Headline: Start with fresh ideas you didn't see coming # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of creative blocks and difficulty generating new ideas. The phrase "fresh ideas you didn't see coming" suggests that users may be struggling to come up with new and innovative concepts. # Value propositions - AI Chat to help start with fresh ideas # Benefits - Start with fresh ideas you didn't see coming # Features - AI Chat # Call to action None used. # Social proof - None used. # Point of view - Brand: The Grammarly logo and AI Chat callout are presented from the brand's perspective, establishing the brand identity and highlighting the product's key feature. - Customer: The image of the woman using a laptop is presented from the customer's perspective, showing how the product fits into their daily life. # Storyline - The ad opens with the Grammarly logo, immediately establishing the brand. This is from the brand's perspective, setting the stage for the product being promoted. - The ad then transitions to an image of a woman using a laptop, suggesting a real-life scenario where the product can be used. This is from the customer's perspective, showing how the product fits into their daily life. - The ad highlights the AI Chat feature, emphasizing its ability to generate fresh ideas. This is from the brand's perspective, showcasing the product's key benefit.

# Ad summary This ad for Grammarly promotes its AI Chat feature, highlighting its ability to generate fresh ideas. The ad features a woman working on her laptop, with the Grammarly interface and AI Chat bubble visible. The overall message is that Grammarly can help users overcome creative blocks and start with new ideas. # Brand positioning Grammarly is presented as an AI-powered writing assistant that helps users generate fresh ideas and improve their writing. The brand positions itself as a tool for enhancing creativity and productivity, particularly for those who may be experiencing writer's block or seeking new perspectives. The brand aims to occupy the space of a helpful, innovative, and accessible writing companion, aligning with values of efficiency and creativity. It pushes against the norm of traditional writing tools by offering AI-driven suggestions and idea generation. # Product The featured product is Grammarly's AI Chat, an AI-powered feature designed to help users start with fresh ideas. It is presented as a tool to overcome creative blocks and generate new perspectives. The product is for anyone who writes, whether for professional or personal use, and who may need assistance in brainstorming or generating content. The ad highlights the AI Chat feature as a USP, suggesting it can provide ideas that users "didn't see coming." The use occasion is when the user is working on a laptop and needs help with generating ideas. The ad addresses the purchase barrier of creative blocks by offering a solution that can provide fresh perspectives. # Visual style The ad has a modern and clean visual aesthetic. The production quality appears to be high, with a focus on natural lighting and a shallow depth of field. The image treatment includes subtle color grading to create a warm and inviting tone. The typography is clean and legible, with a focus on readability. The overall style is designed to be visually appealing and easy to scan in a social media feed. # Hooks Headline: Start with fresh ideas you didn't see coming # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of creative blocks or difficulty generating new ideas, as signaled by the phrase "Start with fresh ideas you didn't see coming." # Value propositions - AI Chat: Start with fresh ideas you didn't see coming # Benefits - Start with fresh ideas you didn't see coming # Features - AI Chat # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman using the laptop represents a customer who is working and potentially needs help with generating ideas. # Storyline - The ad opens with a woman working on her laptop, suggesting a typical work or creative scenario. This is included to establish a relatable context for the viewer, showing a moment where they might need help with generating ideas. The audience experiences this from the perspective of a potential user who is looking for a tool to enhance their creativity. - The ad then highlights Grammarly's AI Chat feature, emphasizing its ability to generate fresh ideas. This is included to showcase the product's key benefit and unique selling proposition. The audience experiences this from the brand's perspective, as it promotes its AI-powered solution. - The ad concludes with the message that Grammarly can help users start with ideas they "didn't see coming," reinforcing the product's value in overcoming creative blocks. This is included to leave the viewer with a clear understanding of the product's benefit and encourage them to explore the feature. The audience experiences this from the brand's perspective, as it reinforces its value proposition.

# Ad summary This ad promotes Grammarly's AI chat feature, highlighting its ability to help users brainstorm and develop new project ideas. The ad uses a visual of a chat interface to demonstrate the product's functionality and ease of use. # Brand positioning Grammarly is presented as an innovative tool that enhances creativity and productivity. The brand positions itself as a helpful assistant for brainstorming and project development, particularly for those seeking to unlock their best ideas. The brand aligns with a modern, tech-forward lifestyle, emphasizing simplicity and ease of use in its interface. Grammarly aims to be seen as an essential tool for anyone looking to improve their creative process and project outcomes, pushing against the notion that brainstorming must be a solitary or difficult task. # Product The featured product is Grammarly's AI Chat, an AI-powered tool designed to assist users in brainstorming and developing new projects. The tool works by providing a chat interface where users can input their needs and receive helpful suggestions and guidance. The ad shows a user initiating a conversation with the AI Chat by stating, "I need help on a new project." The AI responds by offering assistance and asking for more details about the project. This interaction highlights the product's USP as an accessible and interactive brainstorming partner. The ad addresses the purchase barrier of feeling stuck or uninspired by showcasing how the AI Chat can provide immediate support and direction. # Visual style The ad features a clean, modern design with a gradient background and minimalist interface elements. The production quality is highly polished, with a focus on showcasing the product's user interface. The visual motif includes rounded corners and soft lighting, creating a friendly and approachable feel. The typography is large and bold, ensuring scannability in the feed. The ad mimics a platform-native style, resembling a typical chat interface, which enhances its familiarity and ease of understanding. # Hooks Headline: Start with brainstorms that unlock your best ideas # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling stuck or uninspired when starting a new project. The user states, "I need help on a new project," indicating a desire for assistance in the brainstorming process. # Value propositions - Start with brainstorms that unlock your best ideas # Benefits - unlock your best ideas # Features - AI Chat # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline "Start with brainstorms that unlock your best ideas" is a direct statement of value from the brand, highlighting the core benefit of using Grammarly's AI Chat. - Customer: The message "I need help on a new project" represents the customer's perspective, showing their initial need and desire for assistance with brainstorming. # Storyline - The ad opens with a headline that introduces the core value proposition: "Start with brainstorms that unlock your best ideas." This message is delivered from the brand's perspective, setting the stage for how Grammarly's AI Chat can enhance creativity and productivity. - Next, the ad visually demonstrates the AI Chat interface, showing a user initiating a conversation by stating, "I need help on a new project." This part of the story is told from the customer's perspective, illustrating a common scenario where someone seeks assistance with project development. - The AI Chat responds with an offer to help and a request for more information: "I'd be happy to help with your new project! Could you tell me more about what you're working on?" This is presented from the brand's perspective, showcasing the AI's responsiveness and willingness to engage with the user's needs.

# Ad summary This ad for Grammarly promotes its Reader Reactions feature, which allows users to test-drive their writing before sending. The ad features a man using a tablet, with the Grammarly logo and a call to action to start test-driving your writing. # Brand positioning Grammarly is presented as a tool that helps users improve their writing by offering real-time feedback and suggestions. The brand aims to occupy the space of a reliable writing assistant that ensures clarity, correctness, and impact. It aligns with values of professionalism, effective communication, and continuous improvement. Grammarly pushes against the norm of sending messages without review, advocating for a more thoughtful and polished approach to writing. The brand positioning is both functional, providing tools for better writing, and emotional, instilling confidence in users' communication skills. # Product The product being advertised is Grammarly's Reader Reactions feature, which allows users to test-drive their writing before sending. This feature is designed for anyone who wants to ensure their message is clear, effective, and well-received. The ad highlights the benefit of getting feedback on your writing before it's sent, addressing the purchase barrier of uncertainty about how your message will be perceived. The ad emphasizes that Grammarly helps users avoid potential miscommunications or negative reactions by allowing them to refine their writing beforehand. # Visual style The ad has a clean and modern visual style, with a focus on the product and its features. The production quality is high, with a professional-looking image of a man using a tablet. The visual motifs include a gradient background and circular icons, creating a sense of technology and innovation. The image treatment includes background blurring and color grading, enhancing the overall aesthetic. The typography is large and bold, making the text easy to read. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Start test-driving your writing before you hit send # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of sending messages without knowing how they will be received, potentially leading to miscommunications or negative reactions. # Value propositions - Test-driving your writing before you hit send with Reader Reactions # Benefits - test-driving your writing before you hit send # Features - Reader Reactions # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the features and benefits of Grammarly's Reader Reactions. # Storyline - The ad begins by introducing Grammarly's Reader Reactions feature, conveying the message that users can now test their writing before sending. The brand is telling the audience about a new feature that can help improve their writing process. - The ad then emphasizes the benefit of test-driving your writing, highlighting the value of ensuring your message is well-received before it's sent. The brand is reinforcing the idea that Grammarly can help users avoid potential miscommunications or negative reactions. - The ad concludes with the Grammarly logo, reinforcing brand recognition and association with the Reader Reactions feature. The brand is reminding the audience of its role in providing tools for better writing.

# Ad summary This ad promotes Grammarly's Humanizer feature, which allows users to adjust the tone of their writing to better suit their needs. The ad highlights the ability to create a voice and adopt a voice, showcasing options like 'The Precisionist' and 'The Executive.' It encourages users to start saying it their way and get Grammarly today. # Brand positioning Grammarly is presented as a tool that empowers users to communicate effectively and authentically. The brand positions itself as a writing assistant that helps users refine their tone and style, ensuring their message is conveyed in the most impactful way. It aims to occupy the space of a versatile communication partner, offering solutions for various writing needs, from formal to casual. The brand promotes values of clarity, confidence, and adaptability in communication, pushing against the norm of generic or impersonal writing. Grammarly's positioning is both functional, providing practical writing assistance, and emotional, fostering confidence and self-expression. # Product The featured product is Grammarly's Humanizer feature, designed to help users adjust the tone and style of their writing. It works by allowing users to create a voice or adopt a voice, with options such as 'The Precisionist' (Concise · Efficient · Crisp) and 'The Executive' (Formal · Confident · Assertive). The product is for anyone who wants to tailor their writing to better suit their audience or purpose. The ad highlights the ability to personalize communication, addressing the purchase barrier of impersonal or ineffective writing. The ad tells the viewer that this product is worth trying because it offers a way to express themselves authentically and effectively in any situation. # Visual style The ad has a clean and modern visual style with a focus on showcasing the product's interface. The use of a gradient background and blurred elements creates depth and visual interest. The overall aesthetic is professional and polished, with a focus on clarity and usability. The design mimics a platform-native style, making it easily scannable and attention-grabbing in a feed. # Hooks Headline: Start saying it your way # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of impersonal or ineffective writing, where the message may not be conveyed in the most impactful way. # Value propositions - Personalize your writing style to better suit your needs - Adjust the tone of your writing to be more effective - Express yourself authentically and confidently # Benefits - Say it your way # Features - Create a voice - Adopt a voice - The Precisionist (Concise · Efficient · Crisp) - The Executive (Formal · Confident · Assertive) # Call to action Get Grammarly today # Social proof - None used. # Point of view - Brand: The brand is presenting its product and its features, highlighting the benefits of using Grammarly to improve communication. - Customer: The customer's perspective is represented through the email draft and the ability to personalize their writing style, showing how Grammarly can help them express themselves authentically. # Storyline - The ad opens with the message "Start saying it your way," which is intended to convey a sense of empowerment and personalization. The brand is telling the audience that they can take control of their communication style and express themselves authentically. - The ad then showcases the Grammarly logo and the Humanizer feature, which is intended to highlight the product's capabilities and brand recognition. The brand is showing the audience how they can achieve their communication goals with Grammarly's tools. - The ad displays an email draft and the Humanizer interface, which is intended to demonstrate the product in action and provide a visual representation of its features. The brand is showing the audience the practical application of the product and how it can be used in real-world scenarios. - The ad concludes with a call to action, "Get Grammarly today," which is intended to prompt the audience to take the next step and try the product. The brand is encouraging the audience to act now and experience the benefits of Grammarly for themselves.

# Ad summary This ad promotes a report by Gartner on technology investments in higher education, encouraging viewers to download the report. # Brand positioning Grammarly is presented as a partner or sponsor of the Gartner report, lending its credibility to the insights shared. The brand aligns with values of clarity, expertise, and forward-thinking in the education sector. Grammarly positions itself as a tool that supports student success by association with Gartner's research on technology investments. # Product This ad promotes a Gartner report titled "Hype Cycle for Higher Education 2025." The report focuses on technology investments and their impact on student success. It is intended for individuals in higher education who make decisions about technology investments. The ad addresses the need to focus technology investments to drive student success, suggesting the report provides insights to achieve this goal. # Visual style The ad has a clean, corporate aesthetic with a focus on text and simple graphics. The color scheme is professional and calming, using a gradient background to add depth. The layout is straightforward, prioritizing scannability and clear messaging. # Hooks Headline: Focus your technology investments to drive student success # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that there is a challenge or need to effectively focus technology investments in higher education to achieve student success. The phrase "Focus your technology investments" suggests that current investments may be unfocused or not optimized for the best outcomes. # Value propositions - Focus your technology investments to drive student success # Benefits - Drive student success # Features - Technology investments # Call to action Get the report # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting the Gartner report and encouraging viewers to download it. # Storyline - The ad opens by presenting the Gartner report title, "Gartner® Hype Cycle™ for Higher Education 2025," immediately establishing the subject matter and source of the information. This is told from the brand's perspective to establish credibility and relevance. - The ad highlights the core message: "Focus your technology investments to drive student success." This is told from the brand's perspective, emphasizing the report's key benefit and intended outcome for the audience. - The ad prompts the viewer to "Get the report," providing a clear call to action. This is told from the brand's perspective, encouraging immediate engagement and download of the report.

# Ad summary This ad promotes the Grammarly keyboard. The ad features a man explaining to the audience how they should start the new year by not relying on generic AI tools, which makes everything sound robotic. He states that Grammarly can help you write clearly, confidently, and credibly, so your work actually reflects your best thinking. He states that Grammarly catches grammar mistakes, clarifies messy sentences, and gives you polished rewrites that still sound like you. The man states that it helps keep your writing original with plagiarism checks. He encourages viewers to click below and try Grammarly, stating that it is free to get started. # Brand positioning Grammarly is positioned as a writing assistant that helps users improve the clarity, confidence, and credibility of their writing while maintaining their unique voice. The brand aims to occupy the space in the consumer's mind as a tool that enhances professional communication, ensuring that your work reflects your best thinking. It pushes against the notion that AI writing tools must sound robotic or generic, offering a solution that feels both polished and authentically you. The brand aligns with the values of professionalism, clarity, and originality. Grammarly's positioning blends functional benefits (grammar checks, sentence clarification) with emotional reassurance (confidence, credibility), catering to those who want to make a strong impression with their written communication. # Product The Grammarly keyboard is an AI writing tool designed to help users write clearly, confidently, and credibly across various platforms. It works by catching grammar mistakes, clarifying messy sentences, and providing polished rewrites while maintaining the user's original voice. It includes plagiarism checks to ensure writing remains original. According to the ad, this product is for anyone sending decks, briefs, or research. The ad highlights its ability to ensure that your work actually reflects your best thinking, making it suitable for professional communication. It addresses the potential barrier of generic AI tools sounding robotic by emphasizing that Grammarly's rewrites still sound like you, thereby preserving the user's unique style. The product is positioned as the easiest professional upgrade one can make, providing value by enhancing clarity and originality in written communication. # Visual style The ad has a blend of styles that mix UGC with a polished commercial aesthetic. The opening shots feel more casual and conversational with a direct-to-camera approach. The editing includes quick cuts, which help maintain a brisk pace. The visual motifs include the consistent use of iPhones and laptops to show the Grammarly app. The pacing is quick, designed to keep the viewer engaged. The product actions are timed to the voiceover lines. # Hooks Spoken: 00:00–00:01 Never start the new year doing this at work. Text overlay: 00:00–00:02 Never start the new year doing this at work. Visual: 00:00–00:01 A white laptop screen with text open is shown on a gray desk. In the lower center of the frame, the presenter stands in front of the laptop and looks directly at the camera, gesturing with an open hand. He has a buzzcut hairstyle and wears a black T-shirt. The camera framing is close-up, capturing the man's face and upper torso. The lighting is bright and even. The keyboard of the laptop is visible in the foreground and slightly out of focus. / 00:01–00:02 The shot zooms into the laptop screen, where a document is open. The man is still visible in the center of the screen. The document has formatting errors. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of generic AI tools making writing sound robotic or inaccurate. The presenter notes viewers should "stop relying on generic AI tools that make everything sound robotic or inaccurate." # Value propositions - Rewrite options that still sound like you - Easiest professional upgrade you can make - Free to get started # Benefits - Write clearly - Write confidently - Write credibly - Your work actually reflects your best thinking - Helps keep your writing original # Features - Catches grammar mistakes - Clarifies messy sentences - Gives you polished rewrites - Plagiarism checks # Call to action Click below and try Grammarly. # Social proof - None used. # Point of view - Brand 100% – All content is delivered by the brand's spokesperson promoting the product. # Storyline - 00:00–00:01 00:00–00:01 The man in the video is speaking directly to the camera. He states that you should not start the new year doing the activity he is about to show. - 00:01–00:05 00:01–00:05 The man states that you should stop relying on generic AI tools that make everything sound robotic or inaccurate. The perspective is from the brand, telling the audience what they should not be doing. - 00:05–00:10 00:05–00:10 The man states that Grammarly helps you write clearly, confidently, and credibly so your work actually reflects your best thinking. The man is using a phone and edits an email with Grammarly. The perspective is from the brand. - 00:10–00:13 00:10–00:13 The man states that Grammarly catches grammar mistakes, clarifies messy sentences, and gives you polished rewrites. The man is using a phone and edits an email with Grammarly. The perspective is from the brand. - 00:13–00:16 00:13–00:16 The man states that Grammarly gives you polished rewrites that still sound like you. The perspective is from the brand. - 00:16–00:20 00:16–00:20 The man states that Grammarly helps keep your writing original with plagiarism checks, which is huge for anyone sending decks, briefs, or research. He uses the app on a phone. The perspective is from the brand. - 00:20–00:25 00:20–00:25 The man states that if "New Year, Amplified You" is the goal, then this is genuinely the easiest professional upgrade you can make. He uses the app on a phone. The perspective is from the brand. - 00:25–00:30 00:25–00:30 The man states that Grammarly is free to get started. He encourages the viewer to click below and try Grammarly. The perspective is from the brand. - 00:30–00:33 00:30–00:33 A screen is shown with the text, “Download the Grammarly Keyboard” and has links to the Google Play store and the Apple App store. The perspective is from the brand.

# Ad summary A woman shares three ways Grammarly has made her more effective at work by saving time rewriting emails, improving communication confidence, and ensuring writing is original and polished. # Brand positioning Grammarly is presented as a versatile writing assistant designed to improve communication across various professional contexts. The ad positions Grammarly as a tool that enhances clarity, conciseness, and confidence in writing, addressing common pain points such as wasting time on rewrites, grammatical errors, and plagiarism concerns. The brand aims to occupy the space of a reliable, AI-powered writing partner that helps users present an amplified version of themselves at work, reinforcing their professional image and effectiveness. This positioning is both functional, focusing on performance and efficiency, and emotional, emphasizing confidence and peace of mind. # Product The featured product is Grammarly, an AI-powered writing assistant designed to enhance the clarity, conciseness, and professionalism of written communication. It works by providing real-time suggestions to correct grammar, spelling, punctuation, and style, addressing common mistakes and improving overall writing quality. The product is positioned for professionals who want to improve their emails, Slack messages, and briefs, making it suitable for various work-related writing tasks. Grammarly’s key USPs highlighted in the ad include saving time by preventing the need for extensive rewrites, increasing communication confidence by catching grammatical errors, and ensuring originality and polish through plagiarism checks. The ad addresses purchase barriers by showcasing how Grammarly transforms users into an "amplified version of myself at work," making them clearer, faster, and more confident. # Visual style The ad features a user-generated content (UGC) style with a blend of close-up phone screen recordings and direct-to-camera shots. The editing style includes quick cuts and jump cuts to maintain a fast pace and highlight different app features. The production quality has a polished yet casual feel, aligning with the intention to showcase real-world use and accessibility. The visual motifs include frequent shots of the Grammarly app interface and the presenter demonstrating its functions on a phone screen. The pacing is quick, with numerous cuts per minute, synchronized with voiceover lines to emphasize key points. # Hooks Spoken: 00:00–00:03 Three ways Grammarly has made me way more effective at work this year. Text overlay: 00:00–00:01 Three ways Grammarly / 00:01–00:02 has made me way more effective / 00:02–00:03 at work this year. Visual: 00:00–00:02 A hand holds a smartphone displaying the Grammarly app interface, which shows various documents. The background is blurry and shows a plant. / 00:02–00:03 A hand holds a smartphone displaying the Grammarly app interface, which shows various documents. The background is blurry and shows a sidewalk with leaves. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wasting time on rewrites and overthinking written communication, which can be frustrating and inefficient for professionals. This is signaled through the statement: 'It saves me from wasting time rewriting everything... all the stuff I normally overthink.' # Value propositions - The rewrite feature makes writing clear, concise, and professional. - Plagiarism checks and clarity suggestions ensure original and polished writing. - Feeling like an amplified version of oneself enhances work performance. # Benefits - Saves time rewriting everything - Makes everything clear, concise, and professional - Communication is way more confident - Writing that stays original and polished - Makes me feel like an amplified version of myself at work # Features - Rewrite feature - Plagiarism checks - Clarity suggestions # Call to action Click below and try Grammarly. # Social proof - "Three ways Grammarly has made me way more effective at work this year" – Female 1 (Customer) - "It saves me from wasting time rewriting everything" – Female 1 (Customer) - "Grammarly's rewrite feature makes everything clear, concise, and professional in seconds" – Female 1 (Customer) - "My communication is way more confident because Grammarly catches the grammar mistakes I miss when I'm rushed" – Female 1 (Customer) - "I show up prepared every time with writing that stays original and polished thanks to plagiarism checks and clarity suggestions" – Female 1 (Customer) - "It honestly makes me feel like an amplified version of myself at work. Clearer, faster, more confident" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer using the product in her daily routine. # Storyline - 00:00–00:03 The ad opens with a general statement about Grammarly's usefulness. - 00:03–00:07 Following up on the opening statement, the creator transitions into the first benefit. - 00:07–00:14 The creator then highlights Grammarly's ability to rewrite text. - 00:14–00:21 The creator transitions to the second benefit that Grammarly provides. - 00:21–00:29 The creator transitions to the third and final benefit that Grammarly provides. - 00:29–00:34 The creator then summarizes the ways Grammarly can improve your writing. - 00:34–00:40 The ad finishes with a call to action.

# Ad summary This ad demonstrates how Grammarly helps fix grammar and rewrite messages so that they sound more professional or more friendly. The woman in the video downloads Grammarly and says that it will save her so much time. # Brand positioning Grammarly is presented as a versatile writing assistant designed to help users communicate effectively and professionally across various platforms like emails, Docs, and Slack. The brand positions itself as a tool that catches mistakes and helps rewrite messages to sound more professional or friendly, addressing the common concern of sounding too harsh or unprofessional in written communication. It also highlights the importance of original content by flagging accidental plagiarism, making it suitable for those working on reports or decks. The brand emphasizes functional benefits such as improving grammar, rewriting messages, and ensuring originality. # Product Grammarly is presented as a writing assistant that helps users fix grammar and rewrite messages to sound more professional or friendly. It works across various platforms, including emails, Docs, and Slack, running in the background to catch mistakes before anything is sent. The product also flags accidental plagiarism. It is positioned for individuals who write for work, offering a free download of the Grammarly keyboard to make writing easier and more effective. # Visual style The ad has a casual, UGC feel, resembling an impromptu interview. The lighting is natural, and the setting is a modern office lobby. The editing is simple and straightforward, with static shots and minimal transitions. The pacing is conversational and relaxed, matching the tone of the dialogue. # Hooks Spoken: 00:00–00:01: Quick question, what's the most annoying part of your job? Text overlay: 00:00–00:00 / annoying part of your job? Visual: 00:00–00:02: The shot shows a medium, slightly-low-angle view of a fair-skinned woman sitting at a table in an office lobby. She has long brown hair in a ponytail, dark eye makeup, and a brown long-sleeved shirt. A man's hand holds a small microphone near her face. The background includes a modern lobby area with chairs and glass doors. An exit sign is visible above the doorway. # Funnel stage Middle of funnel (Consideration) # Pain points The most annoying part of the person's job is writing emails. "I overthink every single thing." # Value propositions - Rewrites for you: emails, Docs, Slack - Runs in the background - Free to download # Benefits - Helps you sound more professional - Helps you sound more friendly - Catches mistakes before you send anything - Saves time - Original writing # Features - Fixes grammar - Rewrites messages - Flags accidental plagiarism - Keyboard # Call to action Grammarly is free to download. # Social proof - Female 1 (Customer): "That's exactly why I use Grammarly." - Female 1 (Customer): "That would literally save me so much time." - Female 1 (Customer): "Okay, that's actually huge." # Point of view - Customer 60% – The female customer explains her pain point of writing emails. - Brand 40% – The man explains what Grammarly does and how it helps. # Storyline - 00:00–00:01 The video begins with a man approaching a woman and asking her what the most annoying part of her job is. - 00:01–00:04 The woman responds that she has trouble writing emails because she overthinks every single thing. This establishes the problem or pain point the target audience experiences. The woman’s slightly exasperated tone reinforces the authenticity of the struggle. - 00:04–00:06 The man asks if she ever worries about sounding too harsh or unprofessional. This reinforces the pain point identified in the previous moment. The question is framed to feel like a genuine concern, inviting agreement from the audience. - 00:06–00:09 The woman emphatically agrees, saying she is terrified of sounding rude, especially in emails. This heightens the emotional weight of the problem, showing it's a major concern. Her tone and facial expressions are exaggerated for emphasis. - 00:09–00:17 The man introduces Grammarly as the solution to her problem. He explains how it helps fix grammar and rewrite messages to sound more professional or friendly. He speaks with a calm, helpful tone, positioning himself as a knowledgeable advisor. - 00:17–00:18 The woman expresses surprise and asks if Grammarly rewrites messages for her. This signals her initial disbelief and curiosity. Her tone and facial expression convey genuine interest. - 00:19–00:23 The man confirms that Grammarly rewrites for emails, Docs, and Slack, running in the background and catching mistakes before anything is sent. This moment shows the product in action. The description highlights how Grammarly is a comprehensive and proactive solution, emphasizing its convenience and reach. - 00:23–00:25 The woman acknowledges that Grammarly would save her so much time. Her expression shows that she recognizes the value proposition. - 00:25–00:27 The man adds that Grammarly also flags accidental plagiarism when working on reports or decks. This introduces an additional benefit, expanding the product's value. It targets a professional audience, suggesting its utility for more formal writing tasks. - 00:27–00:28 The woman says that’s huge. Her enthusiasm is designed to reinforce the idea that Grammarly is a valuable tool. - 00:29–00:31 The man highlights that Grammarly is free to download. The ad concludes with a clear call to action, making the product accessible and risk-free to try. - 00:31–00:33 The woman confirms she is downloading it right now and thanks the man. This reinforces the ad’s message by showing the subject taking immediate action, demonstrating her intent to use the product. - 00:33–00:34 The man simply replies, "of course."

# Ad summary This ad promotes Grammarly as a tool to get industry-inspired feedback for work. The ad features a woman working on a laptop, with the Grammarly logo and text overlay. # Brand positioning Grammarly is presented as a tool that helps users improve their writing and communication skills. The brand aims to occupy the space of a reliable and intelligent writing assistant, offering industry-inspired feedback to ensure work is 'on point.' The brand aligns with values of professionalism, clarity, and effectiveness, positioning itself as a functional tool that enhances performance and helps users achieve their goals in the workplace. # Product The product being advertised is Grammarly, an AI-powered writing assistant designed to provide industry-inspired feedback for work. It helps users ensure their writing is clear, effective, and 'on point.' The product is for professionals and anyone who wants to improve their writing skills for work-related tasks. The ad addresses the purchase barrier of uncertainty about writing quality by offering expert review and feedback, highlighting its value in enhancing professional communication. # Visual style The ad has a polished, studio-shot quality with soft lighting and a blurred background. The visual motifs include a clean layout with text overlay and icons. The image treatment involves color grading to create a warm and inviting tone. The typography is large and bold, making it easy to read. The style is platform-native, resembling an Instagram Story with interactive icons on the right side, which enhances scannability and stop power in the feed. # Hooks Headline: Start getting industry-inspired feedback for work that's on point # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not knowing if your work is up to industry standards and lacking confidence in your writing. # Value propositions - Get industry-inspired feedback to ensure your work is on point. # Benefits - getting industry-inspired feedback for work that's on point # Features - Expert Review - industry-inspired feedback # Call to action None used. # Social proof - Expert Review # Point of view - Brand: The brand is communicating the value and benefits of using Grammarly to improve writing and ensure work is 'on point.' - Customer: The customer is shown working on a laptop, representing the user who needs industry-inspired feedback for their work. # Storyline - The ad opens with a woman working on her laptop, suggesting a typical work scenario where writing is involved. This sets the stage for the problem Grammarly solves: the need for industry-inspired feedback. The audience experiences this from the perspective of a potential user who wants to improve their work. - The text overlay emphasizes the benefit of using Grammarly: 'Start getting industry-inspired feedback for work that's on point.' This highlights the value proposition of the product, promising users that they can improve their writing and ensure it meets industry standards. The brand is telling this part of the story, showcasing the positive outcomes of using their product. - The 'Expert Review' badge adds credibility to the product, suggesting that Grammarly provides high-quality feedback that can be trusted. This reinforces the brand's positioning as a reliable and effective writing assistant. The brand is reinforcing its value proposition by highlighting the quality of its feedback.

# Ad summary This ad for Grammarly promotes how it can make difficult writing easier with its AI-powered tools. The ad features a male speaker, who describes how Grammarly works and its benefits. The ad highlights features like the AI chat, reader reactions, humanizer, and keyboard, showcasing how they can improve writing quality and tailor tone. The ad ends with a call to action to sign up for Grammarly Pro. # Brand positioning Grammarly is positioned as an AI-powered writing assistant that aims to simplify and enhance the writing process. It emphasizes making writing easier, providing high-quality suggestions, and understanding context and personality to ensure users sound the way they want, regardless of the audience. Grammarly differentiates itself from other AI tools by offering seamless integration without the need for copying and pasting. It aligns with values of efficiency, clarity, and personalization, promoting a functional and empowering approach to writing. # Product Grammarly is an AI-powered writing assistant designed to make difficult writing easier. It works wherever the user works, eliminating the need for copying and pasting. The product offers high-quality suggestions, understands context and personality, and allows users to tailor their tone. Key features include an AI chat for writing social media captions, team memos, and brainstorming YouTube script ideas. Grammarly's Reader Reactions tool anticipates readers' critical questions, and the Humanizer feature ensures the writing sounds natural. The Grammarly Keyboard modifies the tone of messages and other writings. Grammarly Pro is available for those looking to level up their productivity. The product addresses the pain point of time-consuming and challenging writing tasks by offering tools to streamline and improve the writing process. # Visual style The ad has a polished, professional aesthetic. The speaker is well-lit and clearly framed, with a blurred background to keep focus on him. The editing style uses quick cuts to show various features of Grammarly, timed with the voiceover. The production quality is high, giving the ad a commercial feel. The pacing is moderate, with consistent cuts that maintain viewer engagement. # Hooks Spoken: 00:00–00:02 Grammarly takes difficult writing and makes it easier. Text overlay: 00:00–00:02 Grammarly takes difficult writing and makes it easier Visual: 00:00–00:02 Close-up shot of a man with curly hair, light skin tone, wearing a casual tan t-shirt, standing in front of a black microphone. His hands are gesturing outward. The background is blurred, but shows a dark wall with indistinct decorations. He is smiling and talking directly to the camera. The logo "G" in a green circle is located in the top left corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the central frustration it addresses is the difficulty and time-consuming nature of writing. "Grammarly takes difficult writing and makes it easier." # Value propositions - Makes difficult writing easier with AI-powered tools - Helps you sound the way you want to sound with its AI-powered Humanizer and Grammar Keyboard - The Grammarly Keyboard can help me modify the tone of my Slack messages or other writings. # Benefits - Makes difficult writing easier - Provides high-quality suggestions - Understands context and personality - Helps you sound the way you want to sound - Anticipates readers and viewers critical questions - Ensures you sound like a natural person - Modifies the tone of messages - Levels up your productivity # Features - AI chat - Reader Reactions tool - Humanizer feature - Grammarly Keyboard - Grammarly Pro # Call to action Sign up and upgrade to Grammarly Pro to level up your productivity. # Social proof - "My team and I have found all sorts of uses for Grammarly in our business" – Male 1 (Employee) # Point of view - Brand 100% – The entire ad is communicated by the official voice of the brand via a male speaker. # Storyline - 00:00–00:02 00:00–00:02 The speaker introduces Grammarly, stating that it makes difficult writing easier. - 00:02–00:08 00:02–00:08 The speaker explains that Grammarly works wherever you work, eliminating the need for copying and pasting, unlike other AI tools. - 00:08–00:16 00:08–00:16 The speaker describes that Grammarly provides high-quality suggestions, understands your context and personality, and helps you sound the way you want to sound, no matter who you're talking to. - 00:16–00:20 00:16–00:20 The speaker shares his team's experience with Grammarly, highlighting its various uses in their business. - 00:20–00:26 00:20–00:26 The speaker provides examples of Grammarly's AI chat for writing social media captions, team memos, and brainstorming YouTube script ideas. - 00:27–00:31 00:27–00:31 The speaker shares how the Reader Reactions tool can help anticipate readers' critical questions. - 00:32–00:36 00:32–00:36 The speaker mentions that the Humanizer feature always makes sure he sounds like a natural person. - 00:37–00:40 00:37–00:40 The speaker tells how the Grammarly keyboard can help him modify the tone of his Slack messages or other writings. - 00:41–00:44 00:41–00:44 The speaker ends with a call to action to sign up and upgrade to Grammarly Pro to level up your productivity.

# Ad summary In this ad, a male creator discusses how Grammarly helps improve writing and communication. The creator explains how he is using Grammarly to write a message on a resale website offering to buy a vintage doll, and then shows how the AI tools improve the original writing and provide other helpful information. # Brand positioning Grammarly is presented as an AI writing partner that helps professionals with all their writing needs from draft to completion. The brand is positioned as a high-quality writing assistant that helps with brainstorming, tone, style, and grammar. Grammarly aims to occupy the space of a comprehensive, easy to use writing assistant to make writing warm, natural, and grammatically correct. # Product Grammarly is an AI writing partner that helps improve written communication. It offers writing assistance from draft to completion and includes personalization features. The AI Chat helps with brainstorming, the Humanizer tool helps with tone, and the Expert Review tool provides feedback inspired by leading professionals and authors who specialize in certain subjects. Grammarly can be downloaded directly to a phone, and helps enhance writing for work messages, emails, and other communications. # Visual style The ad has a polished and professional visual style. The editing style includes quick cuts, and transitions between screen recordings and direct address shots. The production quality is high, with a focus on clear visuals and audio. The pacing is consistent, with cuts every few seconds. The cuts, text, and product actions are timed to the voiceover lines, creating a cohesive and engaging viewing experience. # Hooks Spoken: 00:00–00:04 I mean, I'm kinda stuck on how to start and angle this. I have to, like, anchor with a decent price and ensure that I'm a worthy buyer. Text overlay: 00:00–00:04 None used Visual: 00:00–00:04 A screen recording of an email draft. The subject is "Hey" and the body of the email is blank, with some text entered into the body. Text reads, "I mean, I'm kinda stuck on how to start and angle this. I have to, like, anchor with a decent price and ensure that I'm a worthy buyer". # Funnel stage Middle of funnel (Consideration) # Pain points Being stuck on how to start and angle a message to ensure that you are coming across as a worthy buyer. # Value propositions - AI writing partner that helps professionals with all their writing needs from draft to completion with high quality personalization - Convenient and easy to use on your computer or directly on your phone # Benefits - Helps professionals with all their writing needs from draft to completion - High quality personalization - Brainstorming with their AI Chat feature - Provides feedback inspired by leading professionals and authors who specialize in certain subjects - Enhance your writing for work messages, emails, and really anything - Level up your productivity # Features - AI Chat feature - Humanizer tool - Expert Review # Call to action Get Grammarly today. # Social proof - Which I personally like because it provides feedback inspired by leading professionals and authors who specialize in certain subjects – Male 1 (Creator) # Point of view - Customer 70% – The ad is told from the perspective of a creator using the product, simulating a customer testimonial. - Brand 30% – The brand is speaking from the perspective of the features and functionality offered. # Storyline - 00:00–00:04 00:00–00:04 The creator begins by showing an email draft and says that he is kind of stuck on how to start and angle this, and that he needs to anchor the message with a decent price and ensure that he's a worthy buyer. This is from the creator's POV, with a tone of mild frustration. - 00:04–00:10 00:04–00:10 The creator says that Grammarly should help him, because Grammarly is an AI writing partner that helps professionals with all their writing needs from draft to completion with high quality personalization. These claims are presented from the brand's POV, in an effort to establish the product's utility. - 00:10–00:13 00:10–00:13 The creator says that Grammarly includes brainstorming with their AI Chat feature. The creator is speaking from his POV, and is sharing how he used the product. - 00:13–00:20 00:13–00:20 The creator types into the Grammarly interface, "Create a heartfelt message..." Then he pauses, and decides to ask the AI for help. The tone is casual and friendly. The shift is from the creator's perspective to the implied user's perspective. - 00:20–00:23 00:20–00:23 The AI creates a response, which the creator likes, and then says that he also wants to make sure that the message comes across warm and natural. The perspective shifts from the brand to the creator. - 00:23–00:29 00:23–00:29 The creator decides to use the Humanizer tool to pick the tone he is going for, and says that they have a great set of voices to choose from. After a few clicks, he's almost done. The tone is friendly and encouraging, and is intended to present the product as easy to use. - 00:29–00:31 00:29–00:31 The creator says, but there's a multitude of other features too. This comes from the creator's POV and is conversational. - 00:31–00:37 00:31–00:37 The creator says that he personally likes the Expert Review feature, because it provides feedback inspired by leading professionals and authors who specialize in certain subjects. The tone is friendly and enthusiastic, as he is recommending the product and speaking from his own POV. - 00:37–00:40 00:37–00:40 The creator chooses some suggestions and says he likes them, and then says "bam!" The tone is casual and friendly, from the creator's POV as an experienced user of the software. - 00:40–00:45 00:40–00:45 The creator states that what's cool about Grammarly is that you don't even have to be on your computer; you can download it directly on your phone. This comes from the creator's POV and is presented in a friendly and casual way to encourage action. - 00:45–00:49 00:45–00:49 The creator states that it's really useful when you're on the go and you want to enhance your writing for work messages, emails, and really anything. This is an attempt to establish the product's broad utility, from the creator's POV. - 00:50–00:52 00:50–00:52 The creator encourages the viewer to level up their productivity and get Grammarly today. This call to action comes from the creator's POV, intended to spur action.

# Ad summary This ad for Grammarly highlights different features of the product through a variety of use-cases. It features a male narrator throughout the ad. # Brand positioning Grammarly is presented as a writing coach and editor that provides suggestions and understands context and personality. The brand empowers users to effectively communicate to any audience, regardless of the medium, and to sound exactly the way they wish to sound. Unlike other AI tools, Grammarly can be used without any copy and pasting. The brand stands for professional and high-quality writing, but also prioritizes sounding like a natural person. # Product Grammarly is an AI-powered tool that works wherever you work. It helps you make sure that you sound the way you want to sound, regardless of who you're talking to. The AI Chat is used to write social media captions, team memos, and brainstorm YouTube script ideas. The Reader Reactions tool helps you anticipate readers and viewers' critical questions. The Humanizer feature is used to sound like a natural person. The Grammarly Keyboard helps you modify the tone of your Slack messages or other writings. It can be used without any copy and pasting, unlike other AI tools. # Visual style The ad has a modern and polished aesthetic with a mix of studio-lit shots and screen recordings. The editing style combines quick cuts between different people and use-case examples with static shots of the product interface. The pacing is fast and energetic, keeping the viewer engaged with a steady stream of information and visuals. Text and product actions are timed to the music beats and voiceover lines, creating a cohesive and dynamic viewing experience. # Hooks Spoken: Male 1: Whether you're submitting a job application, writing a memo to your boss, or just publishing your work on the internet, Grammarly is like a patient writing coach and editor. Text overlay: Whether you're submitting a job application, writing a memo to your boss, or just publishing your work on the internet, Grammarly is like a patient writing coach and editor. Visual: 00:00–00:01 A man wearing a lilac shirt and glasses works on a laptop, with his face illuminated by the screen. He is sitting at a table with a notebook and pen to the side. The background includes a dimly lit room with shelves and a dark wall. / 00:01–00:02 A woman wearing glasses and a beige coat works on a laptop. She is sitting in a bright waiting room with clear chairs and a large window. / 00:02–00:04 A woman wearing a gray sweater works on a laptop. She is sitting at a desk with papers on it in front of a white wall. / 00:04–00:07 A man with curly hair and a brown t-shirt stands in front of a microphone. The background includes a dark wall with art and plants. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the difficulty of communicating clearly and sounding like yourself in a variety of situations. It is signaled through the opening line: "Whether you're submitting a job application, writing a memo to your boss, or just publishing your work on the internet..." # Value propositions - High quality writing suggestions - Makes sure that you sound the way you want to sound - Provides all sorts of uses for business # Benefits - Provides high quality suggestions - Understands your context and personality - Helps users sound like a natural person - Helps users modify the tone of writing - Helps anticipate readers and viewers' critical questions # Features - AI Chat - Reader Reactions tool - Humanizer feature - Grammarly Keyboard # Call to action Sign up and upgrade to Grammarly Pro to level up your productivity. # Social proof - "My team and I have found all sorts of uses for Grammarly in our business" – Male 1 (Brand Representative) # Point of view - Brand 100% – The entire ad is told from the brand's perspective through a spokesperson who explains the product's uses. # Storyline - 00:00–00:07 The narrator introduces the various ways the product can be used. - 00:05–00:07 The narrator explains that Grammarly is like a patient writing coach and editor. - 00:08–00:12 The narrator mentions that Grammarly works wherever you work and there is no copy and pasting involved, unlike other AI tools. - 00:13–00:21 The narrator explains that Grammarly provides high quality suggestions and understands context and personality. - 00:22–00:25 The narrator says that his team has found a variety of uses for Grammarly in their business. - 00:26–00:31 The narrator explains that the AI chat can be used to write social media captions, team memos, and brainstorm YouTube script ideas. - 00:32–00:36 The narrator says that Grammarly's reader reactions tool can help anticipate readers and viewers' critical questions. - 00:37–00:40 The narrator mentions that the humanizer feature helps users sound like a natural person. - 00:41–00:45 The narrator states that the Grammarly keyboard can help modify the tone of your Slack messages or other writings. - 00:46–00:49 The narrator prompts the viewer to sign up and upgrade to Grammarly Pro.

# Ad summary This ad for Grammarly highlights the product's ability to help users 'read the room' and 'own it' by defining success metrics. The ad uses a clean, professional visual style and a clear call to action to encourage users to get Grammarly today. # Brand positioning Grammarly is presented as a tool that enhances communication skills, enabling users to 'read the room' and 'own it.' The brand positions itself as an essential aid for professionals who want to make a strong impact in their interactions. It aligns with values of clarity, confidence, and success, suggesting that effective communication is key to achieving one's goals. Grammarly aims to occupy the space of a reliable and sophisticated communication assistant, helping users navigate social and professional environments with ease. # Product Grammarly is presented as a tool that helps users define success metrics in their communication. The ad shows a snippet of the Grammarly interface, suggesting it provides suggestions and corrections to improve clarity and impact. It is designed for professionals and anyone who wants to communicate effectively and confidently. The ad addresses the purchase barrier of uncertainty by demonstrating how Grammarly can help users 'read the room' and 'own it,' implying that it provides the necessary insights and tools to succeed in various communication scenarios. # Visual style The ad has a clean and professional visual aesthetic. The production quality is high, with a focus on clarity and simplicity. The visual motifs include a grid layout and flat design elements. The image treatment uses subtle color grading and lighting effects to create a polished look. The typography is large and bold, enhancing scannability in the feed. The style is platform-native, fitting seamlessly into a professional or educational context. # Hooks Headline: Read the room. Then own it. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that users may struggle with understanding and effectively communicating in various social and professional situations. The phrase 'Read the room. Then own it.' suggests that users may feel uncertain or unprepared in these scenarios. # Value propositions - Grammarly helps you 'read the room' and 'own it' by defining success metrics. # Benefits - Read the room - Own it # Features - Define success metrics # Call to action Get Grammarly today # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand showcasing its product and its benefits. # Storyline - The ad opens with the headline 'Read the room. Then own it.' This message is intended to grab the viewer's attention and convey the idea that Grammarly helps users understand and control their communication environment. The brand is telling the audience that with Grammarly, they can confidently navigate any social or professional situation. - Next, the ad shows a snippet of the Grammarly interface with the prompt 'Define success metrics.' This demonstrates a specific feature of the product and how it helps users achieve their communication goals. The brand is showing the audience a practical example of how Grammarly works and the value it provides. - Finally, the ad includes a call to action, 'Get Grammarly today,' encouraging viewers to take the next step and try the product. The brand is directly prompting the audience to engage with Grammarly and experience its benefits firsthand.