How Natural Cycles Advertises on Meta

# Ad summary The ad promotes Natural Cycles, a birth control and fertility app that uses body temperature to predict fertility. It shows a couple checking the app in the morning to see if it's a "good to go" day. The ad mentions the NC° Band which measures biomarkers while you sleep and syncs with the app. It encourages viewers to take control of their fertility with Natural Cycles. # Brand positioning Natural Cycles presents itself as a modern, tech-driven solution for fertility tracking and birth control. It positions itself as an alternative to traditional methods, leveraging technology for a more natural approach to family planning. The brand emphasizes convenience, with its band tracking biomarkers while the user sleeps. This positions Natural Cycles as a lifestyle-friendly choice for individuals who want to be in tune with their bodies and make informed decisions about their fertility without relying on hormones or invasive procedures. The brand ethos focuses on empowering users through knowledge, aligning with values of self-awareness and responsible health management. # Product Natural Cycles is a birth control and fertility app that uses body temperature to track a woman's menstrual cycle and predict fertility. The app syncs with the NC° Band, a wearable device that measures biomarkers while the user sleeps. The app displays the user's daily fertility status, indicated as "Not fertile" or "Good to go," along with their body temperature. It is for women who want a hormone-free birth control option or are trying to conceive. The ad emphasizes that the app is powered by body temperature and measures biomarkers while you sleep. The product addresses the purchase barrier of complexity by automating the tracking process and providing easy-to-understand fertility predictions. # Visual style The ad has a clean, modern aesthetic with bright lighting and soft focus. The editing style includes quick cuts to maintain a fast pace. The production quality is polished, resembling a commercial with natural and comfortable settings and people. The visuals alternate between product shots, user interactions, and lifestyle scenes. The pacing is moderate, with cuts timed to the music. # Hooks Spoken: 00:00–00:04 Meet Natural Cycles. The birth control and fertility app powered by your body temperature. Text overlay: 00:00–00:02 Meet Natural Cycles° Visual: 00:00–00:02 A woman's hand turns over a cell phone on a bedside table, revealing the time (9:41 AM) and a notification from Natural Cycles. The background shows a portion of a lamp and the edge of the wooden nightstand. / 00:02–00:04 Close-up of a woman's hand holding a cell phone in bed. The Natural Cycles app is open, showing a fertility status of "Not fertile" and a temperature of 98.04°F. She is also wearing the NC° Band on her wrist, the background shows striped sheets and the corner of a notebook. # Funnel stage Consideration # Pain points The ad addresses the frustration of complex or invasive fertility tracking methods. The phrase "powered by your body temperature" implies a more natural and less intrusive way to manage fertility. # Value propositions - Powered by your body temperature, implying a natural approach - NC band measures biomarkers while you sleep, offering a convenient way to track fertility - Seamlessly syncs with the Natural Cycles app, making the app easy to use # Benefits - Take control of your fertility # Features - Birth control and fertility app - Powered by your body temperature - NC band measures your biomarkers while you sleep - Seamlessly syncs with the Natural Cycles app # Call to action Learn more at NaturalCycles.com # Social proof - "Join the millions using the number one birth control and fertility app" - Brand # Point of view - Customer 60% – The ad features a couple using the app in their daily routine, providing a relatable user perspective. - Brand 40% – The voiceover and on-screen text present the official claims and features of the product. # Storyline - 00:00–00:04 The ad opens by introducing Natural Cycles as a birth control and fertility app. - 00:00–00:04 It highlights that the app is powered by the user's body temperature, implying a natural and personalized approach. - 00:04–00:10 The ad showcases the NC° Band, which measures biomarkers during sleep and syncs with the Natural Cycles app, emphasizing the convenience and seamless integration of the product. - 00:10–00:14 The next scene shows a couple checking the app in the morning. - 00:10–00:14 The female in the relationship announces a "good to go" result, framing the app as a tool for easy family planning decisions. - 00:14–00:17 The male acknowledges the app and reads out some of the features on it such as cycle phase: luteal, not fertile and glowing skin, reinforcing a positive experience with the app. - 00:19–00:22 The ad encourages viewers to join the millions using Natural Cycles, establishing social proof and positioning the app as the number one choice in its category. - 00:23–00:30 The ad concludes with a call to action to take control of fertility with Natural Cycles and learn more at NaturalCycles.com, prompting viewers to explore the product further.

# Ad summary This ad promotes the Natural Cycles app and NC band, which track a woman's cycle and fertility using body temperature and other biomarker data. A newlywed user describes her experience using the app for birth control and explains she will use it for planning pregnancy when she is ready. The ad emphasizes feeling ready, informed, and connected to your body. # Brand positioning Natural Cycles is positioned as a modern, science-backed approach to fertility and cycle tracking. The brand occupies the space of a personal health companion, offering users a way to understand their bodies better and make informed decisions about family planning. It promotes values of knowledge, preparedness, and control. Natural Cycles addresses the desire to feel informed and in charge of one’s fertility, pushing against potentially outdated or less data-driven methods. The brand positioning is both functional (precise cycle tracking) and emotional (feeling ready and informed). The app offers different modes to support users at various stages, from birth control to planning pregnancy and beyond, all under a unified brand promise. # Product The Natural Cycles app is a digital tool designed to track a woman's menstrual cycle and fertility using body temperature and other biomarker data. The advertised product includes the Natural Cycles app and the NC Band, which collects temperature data overnight. This data is synced to the app to help users track their cycle and fertility, whether they are using it for birth control or planning pregnancy. The app offers modes for birth control, planning pregnancy, following pregnancy, postpartum support, and managing perimenopause. It allows users to understand their body, how their cycle works, and what's normal for them. As a USP, the app claims to help users feel ready, informed, and connected to their body. # Visual style The ad has a casual, UGC-style aesthetic. The production quality is relatively high with clean, modern settings and natural lighting. The editing is simple, with short cuts and smooth transitions to create a conversational tone. The pacing is moderate, mirroring a casual story. # Hooks Spoken: 00:00–00:01 Track my cycle with me. Text overlay: 00:00–00:01 Track my Cycle with me Visual: 00:00–00:01 A woman with long dark hair is sitting up in a white bed and reaching for a light switch on the wall-mounted nightstand. She wears a white robe with black piping. The bed has white linens and a brown leather headboard. A modern art print hangs above the bed. # Funnel stage Middle of funnel (Consideration) # Pain points The idea of trying for a baby feels exciting, emotional and honestly a little overwhelming. # Value propositions - Seamlessly switch to the app's plan pregnancy mode - Helps users feel ready, informed, and connected to your body # Benefits - Track cycle and fertility using body temperature and other biomarker data - Data from the NC band automatically syncs to the app - Understand your body, how your cycle works, and what's normal for you # Features - NC Band that monitors temperature overnight - App algorithm analyzes data - Modes for: birth control, planning pregnancy, following pregnancy, postpartum, and perimenopause # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a woman who uses the app and shares her personal experience. # Storyline - 00:00–00:01 The ad opens with a woman sitting in bed, setting the scene. - 00:01–00:03 00:01–00:03 A woman introduces the Natural Cycles app and shows a purple wristband. The message is that the app does all the work. - 00:03–00:07 00:03–00:07 The woman puts on the NC Band (Natural Cycles) to monitor and collect temperature data overnight. - 00:07–00:16 00:07–00:16 In the morning, she opens the Natural Cycles app and her data automatically syncs from the NC Band, and the algorithm analyzes the data for her. This shows the convenience and automation. - 00:16–00:20 00:16–00:20 She says it helps her track cycle and fertility using body temperature. - 00:20–00:26 00:20–00:26 As a newlywed, the idea of trying for a baby feels exciting, emotional, and a little overwhelming. She is using the app as birth control now, but can switch to the app’s plan pregnancy mode. - 00:26–00:31 00:26–00:31 Various modes of the app are displayed as the woman references switching to "plan pregnancy" mode. - 00:32–00:36 00:32–00:36 The woman drinks from a mug. She expresses that she doesn't need to rush and wants to understand her body, how her cycle works, and what's normal for her. - 00:37–00:39 00:37–00:39 It's about feeling ready, informed, and connected to your body. A couple is shown in a mirror selfie.

# Ad summary The ad compares the effectiveness of Natural Cycles birth control to other forms of birth control, highlighting that Natural Cycles is in the same effectiveness category as the pill but without synthetic hormones. # Brand positioning Natural Cycles is positioned as a modern, hormone-free alternative to traditional birth control methods like the pill. It aims to occupy a space in the consumer's mind as a natural and equally effective option that aligns with a lifestyle focused on avoiding synthetic hormones. The brand's values appear to focus on informed and natural choices, pushing against the norm of hormone-based contraception. The brand is positioning is functional, focusing on the natural method, but also emotional, in that it empowers women to make informed choices about their bodies. # Product Natural Cycles is a hormone-free birth control method that works by tracking a woman's menstrual cycle to identify fertile days. The ad shows a comparison chart that includes Natural Cycles, the pill, male condoms, IUDs, and the pull-out method. It shows the effectiveness of each method under typical use and perfect use conditions. The ad focuses on the USP that Natural Cycles is in the same effectiveness category as the pill but without synthetic hormones. The product is presented as a viable option for women seeking birth control without hormonal intervention. # Visual style The ad has a clean and modern visual style with a light and airy color palette. It utilizes a simple chart format to present data in an easily digestible manner. The production quality is highly polished, and the image treatment includes subtle color grading. The typography is clean and legible, and the overall design feels native to a platform like Instagram or a blog post. # Hooks Headline: NC° Birth Control is in the same effectiveness category as the pill, minus the synthetic hormones. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is women seeking effective birth control solutions who want to avoid the side effects or health concerns associated with synthetic hormones, as clearly implied by the tagline "minus the synthetic hormones." # Value propositions - Natural Cycles offers the same level of effectiveness as the pill (93% to >99%) without the synthetic hormones. # Benefits - Effective birth control without synthetic hormones - Same effectiveness category as the pill # Features - Hormone-free birth control method - Tracks menstrual cycle to identify fertile days # Call to action None used. # Social proof - Reference: Contraceptive Technology (Table 5-21, 22nd Edition, 2023) # Point of view - Brand: The entire ad is told from the perspective of the brand, which uses data and information to advocate for its product as an effective and natural birth control option. # Storyline - The ad begins by stating that NC° Birth Control is in the same effectiveness category as the pill, but without synthetic hormones. The brand is communicating that its product offers comparable effectiveness to a well-known birth control method while avoiding synthetic hormones, establishing a key value proposition. - The ad then shows a chart that compares the effectiveness of different birth control methods, including Natural Cycles, the pill, male condoms, IUDs, and the pull-out method. The brand is providing a visual comparison of the effectiveness of different birth control methods, positioning Natural Cycles alongside other common options. - The chart includes two columns labeled "Typical use*" and "Perfect use*," with percentage values listed for each method. The brand is contrasting "typical use" versus "perfect use" effectiveness rates for different birth control options, including Natural Cycles, to give a fair assessment of how well each method works in practice. - The ad concludes by providing a reference note: "Reference: Contraceptive Technology (Table 5-21, 22nd Edition, 2023)." This provides a source and context for the information being given.

# Ad summary This ad for Natural Cycles features a woman and her partner sharing about how the app works to track her fertility and how the partner view allows both of them to keep up with her cycle. # Brand positioning Natural Cycles is an app that uses biomarker data, such as temperature and cycle history, to give women personalized insights into their cycle and to confirm their daily fertility status. It is positioned as a hormon-free method of birth control. The app has a partner view mode, so partners can see the same information and both be on the same page when it comes to fertility, to help them talk about it. # Product Natural Cycles is an app that analyzes temperature and cycle history to give personalized insights into a woman's cycle to confirm her daily fertility status. The app identifies green days, when a woman is not fertile, or red days, when she is fertile. It also includes partner view mode. Natural Cycles is for 18+ and does not protect against STIs. The company advises users to always read and follow the instructions for use. # Visual style The visual style is a UGC feel, using a handheld camera with natural lighting, to give it a casual tone. The editing style incorporates static shots with smooth transitions. The cuts per minute is around 24. The cuts are often timed to voiceover lines. # Hooks Spoken: Female 1: It is bare minimum for your man to understand your cycle. Visual: 00:00–00:02 A fair-skinned, young woman with long brown hair is facing the camera with her hands in the frame. She's wearing a light pink, off-the-shoulder top and has on makeup. She's in a house with a light grey wall behind her. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that women often take on the sole responsibility of birth control within a relationship. This can lead to misunderstandings, lack of support, and potentially unwanted pregnancies if not managed well. # Value propositions - You use Natural Cycles app as a hormone-free method of birth control. - It keeps me in the loop and it helps us actually talk about it. - You have to love your girl enough to learn about her cycle. # Benefits - Birth control becomes both of our responsibilities - Gives me personalized insights into my cycle to confirm my daily fertility status. - Gives me a green day or a red day # Features - Natural Cycles partner view # Call to action use code SPENCERXO'CONNOR # Point of view - Customer 80% – The ad is told from the perspective of two customers who use the product in their daily lives. - Brand 20% – The ad uses graphics that are branded to Natural Cycles. # Storyline - 00:00–00:02 The woman points to the camera to introduce the topic of what is bare minimum for a man to understand about a woman's cycle. - 00:02–00:04 00:02–00:04 The woman poses questions about cycle phases to the camera in front of a presentation. - 00:04–00:05 00:04–00:05 The man, presumably her partner, answers the first question correctly, as the female expert looks on approvingly. - 00:06–00:10 00:06–00:10 The woman poses another true-false question and the partner answers correctly. - 00:11–00:14 00:11–00:14 The woman poses a question about what Natural Cycles app is used for and the partner answers. - 00:15–00:23 00:15–00:23 The man lists all of the things the app is used for, including logging symptoms, moods, and lifestyle trackers. - 00:24–00:27 00:24–00:27 The woman asks if the partner joined Natural Cycles partner view and he says yes. - 00:29–00:34 00:29–00:34 The woman explains they use Natural Cycles and its partner view because they don't want to get pregnant this year. - 00:34–00:54 00:34–00:54 The woman explains how Natural Cycles works and what it provides. - 00:55–01:01 00:55–01:01 The man explains that green day means she's not fertile and red day means she is, so they use protection like a condom. - 01:01–01:07 01:01–01:07 The man explains he checks partner view every day to stay in the loop and talk about it; he closes with a line about how you have to love your girl enough to learn about her cycle. - 01:07–01:12 01:07–01:12 The woman advertises a code to save 15% off an annual subscription. - 01:13–01:15 01:13–01:15 The couple checks the phone and it's a green day.

# Ad summary Hailey Bieber promotes Natural Cycles, a non-hormonal birth control app that tracks basal body temperature to predict fertility. She highlights the app's dual functionality for both preventing and planning pregnancy, and also promotes a limited-time offer. # Brand positioning Natural Cycles is presented as a modern, tech-driven brand offering a natural alternative to traditional hormonal birth control. The brand empowers women to understand their bodies better and make informed choices about family planning, whether they are actively trying to prevent or conceive a pregnancy. The brand's positioning emphasizes functionality, simplicity, and freedom from hormones, aligning with a lifestyle that values natural wellness and body literacy. # Product Natural Cycles is a birth control app and wearable band that tracks basal body temperature to predict fertility. The app is FDA-cleared and intended for users 18+. It analyzes users' temperature data and cycle history to determine fertility status each day, indicating 'red' days (fertile, use protection or abstain) and 'green' days (not fertile). The app can be used for non-hormonal birth control, as well as to plan pregnancy. Hailey offers 15% off an annual subscription with code HAILEY15, plus a free Natural Cycles band. # Visual style The ad has a polished, natural aesthetic, resembling high-quality UGC content. It features a static shot with minimal camera movement, creating a sense of authenticity. The lighting is soft and natural, contributing to a relaxed and inviting tone. The editing style consists of smooth transitions, maintaining a consistent pace. The overall effect is a blend of polished production and a casual, relatable feel, making it accessible to the target audience. # Hooks Spoken: 00:00–00:02 Today's fun topic is birth control. Text overlay: Use code HAILEY15 for 15% off an annual subscription + a free NC° Band Visual: 00:00–00:02 Close up shot of Hailey from the chest up in a black, long sleeve shirt with short brown hair, gold earrings and rings, in what appears to be a home setting. Behind her is a white wall with two windows, and a painting of a black tree. # Funnel stage Consideration # Pain points Many women are wary of hormonal birth control, seeking natural alternatives for family planning. # Value propositions - Natural alternative to hormonal birth control, offering a tech-driven approach to family planning. # Benefits - Non-hormonal birth control - Plan a pregnancy # Features - FDA cleared - Analyzes biomarker data - Tracks temperature - Wearable Natural Cycles band (free with offer) # Call to action None used. # Social proof - “I'm loving using Natural Cycles" - Hailey Bieber (Influencer) # Point of view - Customer 100% – The entire ad is delivered by Hailey Bieber, a customer of the brand, in a casual setting, describing her personal experience using the app. # Storyline - 00:00–00:02 Hailey introduces the topic of birth control. - 00:02–00:11 Hailey notes that while she is not ready for another baby, she recognizes the importance of taking preventative measures, thus implying the product is not only for avoiding pregnancy, but planning it. - 00:11–00:13 She introduces Natural Cycles as a tool she has been using. - 00:13–00:22 Hailey states that she is currently using it for non-hormonal birth control, and how she appreciates that it can be used for planning a pregnancy when she is ready. - 00:22–00:29 Hailey states that Natural Cycles is an FDA-cleared method of birth control, and that it analyzes her actual biomarker data to let her know if she's fertile or not. - 00:29–00:33 She demonstrates what the app looks like and notes that today she is in the red. - 00:33–00:38 She elaborates on how the app tracks temperature to measure ovulation. - 00:38–00:47 She shows how her temperature was tracked at 96 and rose to 97, noting that is where her spike was. - 00:47–00:54 She shares the discount code Hailey15 for 15% off an annual subscription and a free wearable natural cycles band. - 00:54–00:59 Hailey states that she is loving using Natural Cycles and thinks many would benefit from it.

# Ad summary The image ad promotes Natural Cycles, a fertility-tracking app, and its associated NC° Band. The ad emphasizes taking control of fertility using the app, which is now powered by the NC° Band, and highlights the offer of a free wearable (NC° Band) with an NC° annual plan. The visual features a smartphone displaying the Natural Cycles app interface with a 'not fertile' status and a purple NC° Band placed next to it. # Brand positioning Natural Cycles positions itself as a modern, tech-driven solution for fertility tracking, offering women a natural and hormone-free alternative to traditional birth control methods. It aims to occupy a space in the consumer's mind as a reliable and empowering tool that puts women in control of their reproductive health. The brand aligns with values of natural living, technological innovation, and personal empowerment, pushing against the reliance on hormonal contraceptives and promoting a deeper understanding of one's body and menstrual cycle. The brand presents functional benefits of tracking fertility and preventing pregnancies. # Product Natural Cycles offers a fertility-tracking app and the NC° Band, a wearable device, that allows users to monitor their menstrual cycle and fertility status. The app provides daily fertility status updates, indicating whether the user is fertile or not fertile, displayed with a clear, easy-to-read interface on a smartphone. The NC° Band, now powering the app, likely enhances the accuracy of the data through continuous temperature tracking. The app is designed for women who wish to naturally track their fertility, either to plan or prevent pregnancies, providing a hormone-free birth control option. The ad addresses potential purchase barriers by highlighting the offer of a free NC° Band ($129 value) with an annual plan subscription, emphasizing the additional value and incentive to start using the product. # Visual style The ad features a clean, contemporary visual style with a focus on product clarity. The production quality is high, suggesting a studio-shot image. The ad employs a minimalist aesthetic with a neutral color palette and soft lighting. The typography is clean and legible. # Hooks Headline: Take control of your fertility with NC° # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a desire for greater control over fertility and dissatisfaction with traditional methods of birth control or family planning. # Value propositions - Free wearable ($129 value) with NC° annual plan # Benefits - Take control of your fertility # Features - NC° Band powered app - Wearable device # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image ad is presented from the brand's point of view, showcasing the product features, benefits, and special offers. # Storyline - The ad begins by presenting Natural Cycles and its offer, aiming to immediately grab the viewer's attention and communicate the core value proposition. The brand is presenting the information. - The ad then shows the app interface displaying 'Not fertile' alongside the NC° Band to visually highlight the core feature of fertility tracking and how it integrates with the wearable device. The brand shows how the product works. - Finally, the ad concludes by reinforcing the free wearable offer, designed to incentivize immediate purchase and adoption. The brand highlights a monetary benefit of the subscription.

# Ad summary This ad for Natural Cycles promotes the ability to track fertility during sleep, along with an offer for a free NC° Band with the purchase of an annual plan. # Brand positioning Natural Cycles is positioned as a convenient and effortless fertility tracking solution for women. It integrates technology (a wearable band and a mobile app) with the natural process of sleep to monitor fertility. The brand simplifies fertility awareness for the user, eliminating the need for active tracking or lifestyle changes. This approach appeals to women who value ease and convenience in managing their reproductive health, while still taking a functional approach. # Product The Natural Cycles product featured is a fertility tracking system designed to be used during sleep. It consists of two main components: a wearable NC° Band and a mobile app. The NC° Band is worn on the wrist and automatically collects data while the user sleeps. The Natural Cycles app displays the collected data, interpreting it to provide information about the user's fertility status. The app interface is user-friendly, with a green circle indicating 'Not fertile.' The product is meant for women seeking to track their fertility in a passive, effortless manner. The brand is currently offering a 'FREE NC° BAND ($129 VALUE) WITH NC° ANNUAL PLAN'. # Visual style The ad has a clean, modern aesthetic with a focus on simplicity and ease. The production quality appears to be professionally shot in a studio setting. The color palette is soft, using muted tones to create a calming and approachable feel. The image treatment includes subtle lighting and color grading to enhance the overall visual appeal. The typography is large and bold, ensuring readability and quick comprehension. The ad's design contrasts with a native platform style, using a clean and polished look to stand out in the feed. # Hooks Headline: Track your fertility in your sleep # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of actively tracking fertility, which can be time-consuming or require lifestyle changes. The ad promises a solution that operates during sleep, removing the need for active tracking. # Value propositions - Track your fertility in your sleep - Implies a convenient, passive way to monitor fertility. - FREE NC° BAND ($129 VALUE) WITH NC° ANNUAL PLAN - Provides a tangible monetary value, making the offer more attractive. # Benefits - Track your fertility in your sleep # Features - FREE NC° BAND ($129 VALUE) WITH NC° ANNUAL PLAN # Call to action None used. # Social proof - None used. # Point of view - Brand, used in the ad headline and offer, to convey the product’s main benefit and promotional incentive. - Customer, shown in the image of a woman holding her phone and the NC° band, to give a realistic, relatable, and first-person experience with the product. # Storyline - The ad opens with the phrase 'Track your fertility in your sleep', presenting a solution to people who are interested in tracking fertility, positioning the solution as convenient and effortless. This is framed from the brand's perspective. - The ad then shows an individual in bed, holding a phone with the Natural Cycles app open and wearing the NC° Band, visually reinforcing the ease of use in a real-life setting. This is framed from the customer's perspective. - The ad concludes with the offer of a 'FREE NC° BAND ($129 VALUE) WITH NC° ANNUAL PLAN,' incentivizing immediate action. This is framed from the brand's perspective.

# Ad summary This image ad for Natural Cycles features a photo of a woman next to a review that she wrote, stating how much Natural Cycles has changed her life for the better by getting off hormonal birth control. # Brand positioning Natural Cycles is presented as a health-focused brand that empowers women to understand their bodies better and make informed choices about their reproductive health. The brand stands out by offering a hormone-free alternative to traditional birth control methods, aligning with a lifestyle that values natural and holistic approaches to wellness. It positions itself as a provider of peace of mind by helping women avoid synthetic hormones and better understand their fertility, promoting a sense of control and connection with their bodies. # Product Natural Cycles is presented as a hormone-free birth control app that helps women track their cycles and understand their fertility. The ad features a review from a user who emphasizes the life-changing benefits of getting off hormonal birth control, highlighting improvements in anxiety, depression, and mental clarity. The user also mentions gaining peace of mind from not destroying her fertility with synthetic hormones, addressing concerns about long-term health and fertility impacts of traditional birth control. The product is presented as an easy-to-use solution that empowers women to make informed choices about their reproductive health and overall well-being. # Visual style The ad has a natural and authentic visual style, with a focus on showcasing a real customer testimonial in a relatable setting. The production quality appears to be high, with clear lighting and sharp focus on the subject. The image treatment includes a subtle blurring of the background to draw attention to the woman and the product. The typography integration is clean and legible, ensuring that the testimonial is easy to read. The overall style is designed to be trustworthy and approachable, encouraging viewers to consider the product as a natural and effective solution. # Hooks Headline: Life changer. # Funnel stage Consideration # Pain points The ad addresses the pain point of hormonal birth control side effects, such as anxiety, depression, and mental fog. The ad also speaks to the user's concern of long-term harm to their fertility from synthetic hormones: "I have peace of mind that I'm not destroying my fertility with synthetic hormones anymore!" # Value propositions - Getting off hormonal birth control changed my life for the better - Peace of mind that I'm not destroying my fertility with synthetic hormones anymore! # Benefits - Less anxiety & depression - Mental fog lifted - Peace of mind - Not destroying my fertility with synthetic hormones anymore # Features - Hormone-free birth control app - Cycle tracking - Fertility awareness # Call to action None used. # Social proof - "Getting off hormonal birth control changed my life for the better. I have significantly less anxiety & depression, my mental fog lifted, and I've learned so much about my body. I have peace of mind that I'm not destroying my fertility with synthetic hormones anymore! Truly, thank you NC° for making it easy." # Point of view - Customer: A personal review from 'Ashli' is displayed inside a blue speech bubble, where she discusses her positive experience with Natural Cycles. This conveys the customer's POV, sharing her personal experience and the positive changes she's experienced since using the app. # Storyline - The ad begins by showcasing a real customer testimonial in the form of a blue speech bubble, where the customer shares their personal experience and the positive changes they've experienced since using Natural Cycles. This is included to build trust and credibility by highlighting the real-life benefits of the product from a user's perspective. The audience is experiencing the story from the customer's point of view, as they read her personal review. - The image then focuses on a woman in the background and the Natural Cycles app displayed on a smartphone on the table in front of her, reinforcing the testimonial's message with a visual representation of the product in a natural, everyday setting. This is included to give visual validation to the customer testimonial, showing how seamlessly the product fits into the user's life. The audience is experiencing the story from the brand's point of view, as it visually connects the customer's positive experience with the product. - The ad concludes by highlighting the brand name 'Natural Cycles' at the bottom, reinforcing brand recognition and directing viewers to associate the positive testimonial with the product. This is included to ensure that the viewer remembers the brand and can easily identify it as the source of the benefits described in the testimonial. The audience is experiencing the story from the brand's point of view, as it emphasizes its name and reinforces its presence in the viewer's mind.

# Ad summary This ad shows a woman sleeping to promote a Natural Cycles product that tracks fertility while you sleep and includes a free NC° Band ($129 Value) with an NC° annual plan. # Brand positioning Natural Cycles is a fem-tech company that provides a hormone-free birth control app. The brand emphasizes natural methods of family planning and reproductive health management. It challenges the traditional reliance on hormonal birth control, appealing to women seeking a more holistic approach. The brand is presented as innovative and trustworthy, providing a modern, tech-driven solution for women who are health-conscious and prefer to monitor their fertility naturally. # Product The ad promotes the Natural Cycles app in conjunction with the NC° Band. The app helps women track their fertility by analyzing sleep data collected by the NC° Band, and predict ovulation. It targets women looking for hormone-free birth control or those wanting to plan pregnancies naturally. The ad highlights the product's ease of use, as the user only needs to wear the band while sleeping. The NC° Band is presented as a valuable addition, as it has a stated value of $129 and is free with an annual plan. # Visual style The ad uses a lifestyle shot with natural lighting, focusing on a woman sleeping comfortably in her bed. The tone is relaxed and intimate, meant to convey the ease of using the product in one's daily routine. The color palette is soft and muted, which evokes a sense of calm and natural wellness. # Hooks Headline: Track your fertility in your sleep # Funnel stage Middle of funnel (Consideration) # Pain points Many women struggle with the inconvenience of traditional fertility tracking methods that require constant monitoring during the day. As evidenced by the text, "Track your fertility in your sleep", the main pain point being addressed in this ad is the inconvenience of traditional fertility tracking methods. # Value propositions - The NC° Band provides fertility tracking while you sleep, enabling you to go about your day and leave the work to Natural Cycles. - The $129 NC° band is free with your annual subscription. # Benefits - Fertility tracking without disrupting daily activities. - Hormone-free birth control and pregnancy planning. # Features - Tracks fertility while you sleep # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad speaks from the perspective of the brand, promoting its services and products. # Storyline - The ad opens with the company's logo and the text, "Track your fertility in your sleep," which aims to intrigue the viewer with the ease of the product in question. - The ad presents the offer for a free NC° Band ($129 value) with an NC° annual plan, encouraging the customer to take advantage of the value they will get by trying the Natural Cycles product.

# Ad summary An ad featuring a woman and her child, promoting Natural Cycles as an FDA-cleared, non-hormonal birth control option. The ad incorporates a personal testimonial from the woman highlighting the app's effectiveness and adaptability to cycle changes, alongside an offer for a discount and a free wearable sensor. # Brand positioning Natural Cycles is positioned as a modern, health-conscious birth control solution that empowers women to understand their bodies better. It emphasizes being FDA-cleared and non-hormonal, distinguishing itself from traditional hormonal contraceptives. The brand aligns with a lifestyle that values natural approaches to health and family planning, aiming to provide users with effective and adaptable cycle management. # Product Natural Cycles is a non-hormonal birth control app that uses body data, such as temperature and cycle history, to predict fertility. It's described as an FDA-cleared option that is 93% effective with typical use. The app informs users daily whether it's a green (not fertile) or red (fertile) day. The product is designed for women looking for hormone-free birth control or those wanting a better understanding of their cycles. A key selling point is the app's ability to adapt to cycle changes, which is important given that ovulation can vary from cycle to cycle. The ad also promotes a new wearable NC° Band designed to monitor biomarkers overnight, further enhancing the product's technological edge. # Visual style The ad uses a casual, real-life aesthetic, reminiscent of user-generated content. The image is softly lit, with a focus on natural colors and a homey setting. The overall feel is authentic and approachable, suggesting the ad was casually shot, which adds to the relatability of the testimonial. # Hooks Headline: I LOVE motherhood, and while I'm not quite ready to give frankie a sibling, I've been using the @naturalcycles app in my daily routine and i love it. it's an FDA-cleared, non-hormonal birth control option that is 93% effective with typical use! # Funnel stage Consideration # Pain points The desire for effective birth control that is non-hormonal to avoid the side effects associated with hormonal treatments. Quoted from ad: "if you're looking for hormone free birth control or simply a better understanding of your cycle" # Value propositions - 93% effective with typical use! - the daily update means it can adapt if my cycle changes, which is so important considering ovulation can change from cycle to cycle. - a FREE NC° Band (their new wearable designed to monitor your biomarkers overnight). # Benefits - effective with typical use! - better understanding of your cycle # Features - FDA-cleared - non-hormonal birth control option - app tells me if it's a green day (not fertile) or a red day (fertile) based on my body's data, like my temperature and cycle history - daily update means it can adapt if my cycle changes - a FREE NC° Band (their new wearable designed to monitor your biomarkers overnight) # Call to action None used. # Social proof - "I LOVE motherhood, and while I'm not quite ready to give frankie a sibling, I've been using the @naturalcycles app in my daily routine and i love it" # Point of view - Customer: The POV is that of a satisfied user of the app, sharing her personal experience and the benefits she has found from using the product in the top two blocks of text. # Storyline - The ad begins with a personal testimonial from a woman who expresses her satisfaction with motherhood but indicates she's not ready for another child yet. She conveys that she has been using the Natural Cycles app as part of her daily routine and loves it. This is to introduce the product through a relatable, personal use case that emphasizes convenience and reliability from the customer's POV. - The woman then elaborates on how the app works, noting that it uses her body's data to inform her whether each day is a fertile or non-fertile day, and that it adapts to her cycle changes. The purpose is to educate the viewer about the functionality and USP of the app from the customer's perspective, emphasizing the adaptability of the app and its focus on the user's own biometric data. - Finally, the woman highlights a promotional offer from Natural Cycles, encouraging viewers to use a specific code for a discount on an annual subscription, along with a free NC° Band. The intent is to persuade the viewer to purchase the app, incentivizing them with a limited-time offer on behalf of the brand, as well as to call out a specific feature.

# Ad summary string # Brand positioning Natural Cycles presents itself as a modern, tech-driven alternative to traditional birth control, focusing on natural family planning through fertility awareness. The brand emphasizes understanding one's body and tracking menstrual cycles using technology, specifically a wearable device and a mobile app. Natural Cycles positions itself in the health and wellness space, appealing to those seeking hormone-free birth control methods. The brand aligns with values of body literacy, data-driven health decisions, and a holistic approach to well-being, moving away from conventional hormonal interventions. # Product The Natural Cycles product ecosystem centers around the Natural Cycles app and the NC° Band. The app uses a clinically proven algorithm to analyze hormone-driven temperature changes to find the user's fertile window. The NC° Band is described as the best-value wearable for overnight measuring. It tracks temperature trends while the user sleeps and syncs with the NC° app every morning. The app's function is to provide insights into the user's menstrual cycle, predicting fertility status, and indicating when protection is needed. The app features a user-friendly interface and incorporates data visualization tools. The advertised benefit is that 98% of users said Natural Cycles helped them understand their body better. # Visual style The ad has a clean, modern aesthetic with a minimalist background and straightforward presentation. The editing style involves static shots and smooth transitions, creating a polished commercial feel. The pacing is consistent, with a moderate tempo suitable for conveying information clearly. The brand colors (purple and green) are consistent throughout the ad. # Hooks Spoken: 00:02-00:09 Our clinically-proven algorithm analyzes hormone-driven temperature changes to find your fertile window. Text overlay: 00:02–00:09 Our clinically-proven algorithm analyzes hormone-driven temperature changes to find your fertile window Visual: 00:02–00:09 A light gray background shows the Natural Cycles app on a smartphone screen. The app displays fertility information, a calendar, and temperature tracking data. A green line appears next to the phone, then changes to pink. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of not understanding one's own body and menstrual cycle, leading to uncertainty and lack of control over fertility. # Value propositions - Track fertility in your sleep: Offers convenience and integration into daily routines - Our best-value wearable for overnight measuring: Provides a cost-effective solution # Benefits - Track fertility in your sleep - Find your fertile window - Helped them understand their body better # Features - Clinically-proven algorithm - NC° Band tracks your temperature trends while you sleep - Seamlessly syncs with the NC° app every morning # Call to action Take control of your fertility # Social proof - "98% of users said NC° helped them understand their body better" # Point of view - Brand 100% – The ad is communicated via text, visuals, and a music track. # Storyline - 00:00–00:02 The ad opens by presenting the brand name and introducing the core concept of tracking fertility during sleep. - 00:00–00:02 A visual of the NC° Band is shown, coupled with an offer of a free NC° Band with the NC° Annual Plan. - 00:02–00:09 The ad shows the Natural Cycles app interface, displaying fertility status and temperature data. - 00:02–00:09 The ad highlights the app's clinically proven algorithm and how it analyzes hormone-driven temperature changes to find the user's fertile window. - 00:10–00:13 A visual of the NC° Band and it's use for overnight measuring. - 00:14–00:18 The ad presents a statistic: 98% of users said NC° helped them understand their body better, reinforcing the value and effectiveness of Natural Cycles. - 00:14–00:18 The ad closes with a CTA to take control of fertility by using Natural Cycles.

# Ad summary This ad promotes the Natural Cycles app and annual plan. Purchasing an annual plan includes a free NC° Band, a wearable device that tracks fertility. # Brand positioning Natural Cycles is presented as a modern, tech-focused fertility tracking solution. The brand aims to occupy the space of natural birth control while empowering users with data-driven insights into their menstrual cycles. The use of an app and wearable tech positions the brand as innovative and convenient, targeting customers who value a non-hormonal approach to family planning and reproductive health. # Product The ad features the Natural Cycles app and NC° Band. The app is a fertility tracking tool that analyzes body temperature data to identify fertile and non-fertile days. The NC° Band is a wearable device that automatically measures body temperature during sleep and syncs the data to the app. The key selling point of the Natural Cycles annual plan is the inclusion of the NC° Band as a free gift, emphasizing the value and convenience of this fertility tracking method. # Visual style The ad has a clean, modern, and informative visual style. The product is well-lit with clear shots. The ad uses soft lighting and a clean background for a polished appearance. # Hooks Headline: Tracking your fertility just got easier. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the difficulty of tracking fertility manually or with less advanced methods. It implies that traditional methods are cumbersome or unreliable. # Value propositions - Get a FREE NC° Band* with the NC° Annual Plan. - *$129 value # Benefits - Tracking your fertility just got easier. # Features - NC° Band - NC° Annual Plan # Call to action None used. # Social proof - None used. # Point of view - Brand: Top headline, body copy, and promotional offer — the company is telling the audience about their product, offer, and the benefit of their fertility tracking method. # Storyline - The ad opens by introducing Natural Cycles as a solution for easily tracking fertility. This is told from the brand's perspective, aiming to immediately grab attention by solving a potential customer pain point. - The brand highlights the offer of a free NC° Band with the purchase of the NC° Annual Plan. This is from the brand’s perspective, incentivizing customers with a tangible value. - The product is shown: first the NC° band on the left, and then a screen shot of the mobile app, which highlights the current day and provides personalized fertility insights, such as temperature tracking and current stage in menstrual cycle. This is from the product's perspective, highlighting it's user interface and value. - The brand closes with a monetary value, which communicates the cost savings offered with the promotion. This is from the brand's perspective and reinforces a purchase incentive.

# Ad summary This ad promotes Natural Cycles, a hormone-free birth control app. It shows the app interface and highlights its features, effectiveness, and positive user feedback. # Brand positioning Natural Cycles is presented as a modern, science-backed alternative to traditional birth control, designed for women who prioritize natural and hormone-free methods of family planning. It occupies a space in the market that values body literacy, informed choices, and a holistic approach to reproductive health, appealing to users seeking control over their fertility without the potential side effects of hormonal contraception. The brand emphasizes effectiveness through clinical data, and aligns with a lifestyle that champions natural wellness and personal empowerment. # Product Natural Cycles is a birth control app that uses body temperature data to identify a woman's fertile days and help prevent pregnancy. The app works by tracking daily basal body temperature, which users input each morning. The app then uses an algorithm to determine whether the user is fertile or not on a given day. It is presented as 100% hormone + side effect-free. The app is advertised as 93% effective with typical use and 98% effective with perfect use. # Visual style The ad has a clean, modern aesthetic, with a focus on natural lighting and soft textures. The editing is static, with no cuts. The overall feel is calm and informative, designed to build trust and credibility. # Hooks Text overlay: 00:00–00:08 Natural Cycles° / 00:00–00:08 Take control of your fertility Visual: 00:00–00:08 A woman is lying in bed, propped up on pillows. She wears a tan ribbed sweater and is holding her phone with both hands. The phone displays the Natural Cycles app, showing a green circle indicating she is "Not fertile" today, October 27. Her temperature reading is 98.04°F. The background includes a beige patterned blanket and a gray and white striped pillow. The camera angle is slightly overhead, static, and medium-close. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting hormone-free birth control options, particularly for those concerned about side effects from traditional hormonal methods. "100% hormone + side effect-free birth control" # Value propositions - Hormone-free birth control: The app offers a natural way to prevent pregnancy without the use of hormones. - Effective birth control: The app is clinically proven to be highly effective when used correctly. # Benefits - Take control of your fertility - Learn so much about my body and my cycle # Features - 100% hormone + side effect-free birth control - 93% effective with typical use - 98% effective with perfect use # Call to action None used. # Social proof - “I’ve learned so much about my body and my cycle.” - Kayla (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a customer using the Natural Cycles app in their daily life. # Storyline - 00:00–00:08 00:00–00:08 The ad opens with a woman lying in bed, holding her phone. The screen displays the Natural Cycles app, showing the user is "not fertile" for the day. Text overlays appear on screen highlighting the app's features.

# Ad summary This ad features a creator who shares that she has been using the Natural Cycles app for over four years and connects it to her Oura ring. She says that the app monitors her skin temperature overnight and syncs the information to the Natural Cycles app in the morning. She also shares that Natural Cycles has a wearable band that can be worn every night to do the same thing for you. She explains that she used to be uneducated about her cycle but Natural Cycles tells her where she is in her cycle; green days are fertile and red days mean you should be cautious or those are the days to try to conceive. She mentions that Natural Cycles is hormone-free and FDA-cleared. The creator promotes a discount code for 20% off an annual subscription and a free NC band. # Brand positioning Natural Cycles is presented as a company that helps women monitor their cycles with the use of an app or wearable band. The brand's values center around empowering women with insights into their bodies in a way that promotes health, education, and natural living. By focusing on hormone-free and FDA-cleared products, Natural Cycles is challenging the norm of hormonal birth control and positioning itself as a more natural alternative. The brand appeals to the growing consumer interest in holistic well-being by helping consumers to connect more intentionally with their body and personal health journey. # Product The Natural Cycles app is described as a tool that women can use to monitor their cycle. According to the ad, the app can connect to the Oura ring, which monitors skin temperature overnight, then syncs the information to the Natural Cycles app in the morning. It informs you where you are in your cycle and what the different-colored days mean: green days are fertile, red days mean you need to be cautious, or those are the days to try to conceive if you are trying to get pregnant. The ad also mentions that Natural Cycles has a wearable band that can be worn every night and does the same thing for you. It is hormone-free and FDA-cleared. # Visual style The visual style of the ad is simple and natural, with a focus on the content creator and her personal experience. The editing is quick and conversational. The overall production quality is similar to UGC content on Reels and TikTok. # Hooks Spoken: 00:00–00:03 Start the year with being more intentional and investing in yourself because you're worth it. Text overlay: 00:03–00:03 Natural Cycles is for 18+ and does not protect against STIs. Always read and follow the instructions for use. Visual: 00:00–00:03 A woman with brown hair pulled back into a ponytail, wearing a light purple zip-up long-sleeved shirt, faces the camera to talk. She is standing in front of a wall with a painting and part of a brown chair in the background. The framing is a close-up and steady. The lighting is soft and natural. # Funnel stage Consideration # Pain points The ad addresses the pain point of not being educated about one's cycle: "I used to be super uneducated about my cycle. I feel like you don't learn this stuff in school." # Value propositions - Natural Cycles empowers women with insights into their cycles in a natural and hormone-free way. - The app and wearable band work together to provide users with a way to invest in their body and health journey. # Benefits - Informs you where you are in your cycle - Green days mean fertile - Red days mean you need to be cautious - Education on the female cycle - Can try to conceive on red days # Features - Monitors skin temperature overnight - Can connect to Oura ring - FDA cleared - Hormone free # Call to action Use code ZAHNE for 20% off an annual subscription + a FREE NC° Band # Social proof - “I've been using the Natural Cycles app for over four years now.” – Female 1 (Creator) # Point of view - Customer 80% – The majority of the ad is told from the creator's point of view as she shares her experience and offers tips. - Brand 20% – The brand's POV appears in the screen recordings, where the functions of the app and wearable are highlighted. # Storyline - 00:00–00:03 00:00–00:03 The content creator is facing the camera and shares that she is starting the year with being more intentional and investing in herself because she is worth it. This message conveys self-care and sets up the premise for introducing Natural Cycles as a tool for investing in one's health. This segment is told from the creator's perspective. - 00:03–00:08 00:03–00:08 She says that she has been using the Natural Cycles app for over four years now. She shares that she connects it to her Oura ring, which monitors her skin temperature. This is conveyed from the creator's perspective. She appears to be applying blush as she is speaking, creating a relaxed, everyday tone. - 00:08–00:12 00:08–00:12 The ad cuts to a close-up screen recording of the Natural Cycles app on a smartphone to demonstrate how the app displays the cycle days. This is conveyed from the brand's perspective. - 00:12–00:14 00:12–00:14 The ad cuts to a screen recording of the Natural Cycles website page to demonstrate the NC band, a new wearable designed for users. This moment continues to be from the brand's perspective. - 00:14–00:16 00:14–00:16 The content creator is facing the camera and shares that the brand has a wearable band that can be worn every night that will literally do it for you. This is told from her perspective and conveys ease and convenience. - 00:16–00:20 00:16–00:20 She says that she used to be super uneducated about her cycle and expresses that you don't learn the stuff she's sharing in school. This shifts to a more personal reflection, suggesting that the app fills an educational gap. - 00:20–00:26 00:20–00:26 The ad cuts to a screen recording of the Natural Cycles app on a smartphone to demonstrate how the app tells her where she is in her cycle. She shares that green days mean fertile and red days mean you need to be cautious. This is conveyed from the brand's perspective. - 00:26–00:29 00:26–00:29 The content creator is facing the camera and shares that on red days you should use another form of protection or abstain or that's the time to try to conceive. This continues to be from her perspective. - 00:30–00:35 00:30–00:35 She notes that Natural Cycles is hormone-free and FDA-cleared, and if you are focused on building more intentional health routines this year. This continues to be from her perspective as she applies lip liner. - 00:35–00:41 00:35–00:41 The content creator tells viewers that they can use her code Zahne to save on a yearly subscription and a free NC band. This call to action comes from the content creator as she is promoting the brand from her point of view.

# Ad summary A woman demonstrates her different actions during each menstruation cycle phase. # Brand positioning The brand is not explicitly mentioned or named in the ad. However, it can be inferred that the brand is health-focused. The ad features a woman demonstrating the various phases of the menstruation cycle and how she navigates them. The brand positions itself as an understanding friend or ally to women who experience varying experiences during their cycle. # Product The product is not explicitly mentioned or shown in the ad. It can be inferred that it is a wellness or health product geared towards menstruation. The product aims to make it easier for women to go through their cycle with more ease. The brand does not show or mention any competition. # Visual style The ad has an amateur feel as the video has been recorded with a phone and in a basic setting. The editing style of the video is quick cuts and the screen is split to show four different perspectives. The video is in color, but there is no extensive color grading. The video has a BPM of 92. The cuts are timed to the music beat. # Hooks Text overlay: MENSTRUATION / FOLLICULAR / OVULATION / LUTEAL Visual: 00:00–00:02 The screen is split into four parts, each labeled with a different phase of the menstrual cycle: Menstruation, Follicular, Ovulation, and Luteal. The woman in each split has similar features. The lighting in the shot is bright except for the luteal phase where the lighting is dim, indicating it is night time. The first quadrant has a woman lying in bed with a sad expression. The second quadrant has a woman waking up and stretching in her bed with a smile on her face. The third quadrant has a woman smiling as she looks at her cell phone. The fourth quadrant has the same woman in bed with a tired expression on her face. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is that going through the menstruation cycle causes various side effects that are not desirable. The ad shows a woman in the Luteal phase hugging a pillow with a tired expression. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad uses a customer POV because it's one woman's experience and there is no brand voice or expert speaking in the ad. # Storyline - 00:00–00:02 The screen is split into four parts, each labeled with a different phase of the menstrual cycle: Menstruation, Follicular, Ovulation, and Luteal. - 00:00–00:02 00:00–00:02 In each quadrant, the woman is in bed, experiencing each phase differently. In the Menstruation quadrant, she is lying down, seemingly in pain. In the Follicular quadrant, she is stretching and waking up. In the Ovulation quadrant, she is smiling at her phone, seemingly pleased. In the Luteal quadrant, she is asleep, seemingly exhausted. - 00:02–00:04 00:02–00:04 In the Menstruation quadrant, she sits up and clutches her stomach, seemingly in pain. In the Follicular quadrant, she is writing in a notebook, seemingly focused. In the Ovulation quadrant, she is laughing at her phone, seemingly happy. In the Luteal quadrant, she is still asleep, seemingly exhausted. - 00:04–00:06 00:04–00:06 In the Menstruation quadrant, she walks into the bathroom, seemingly to take care of herself. In the Follicular quadrant, she is drinking from a cup and writing in a notebook, seemingly relaxed. In the Ovulation quadrant, she is cooking in the kitchen, seemingly energized. In the Luteal quadrant, she is still asleep, seemingly exhausted. - 00:06–00:08 00:06–00:08 In the Menstruation quadrant, she is in the bathroom, seemingly taking care of herself. In the Follicular quadrant, she is still drinking from a cup and writing in a notebook, seemingly relaxed. In the Ovulation quadrant, she is eating in the kitchen, seemingly satisfied. In the Luteal quadrant, she is still asleep, seemingly exhausted. - 00:08–00:10 00:08–00:10 In the Menstruation quadrant, she gets into bed and puts a phone on her stomach. In the Follicular quadrant, she is taking off a jacket, and is dressed in workout clothes. In the Ovulation quadrant, she is blowing her hair out. In the Luteal quadrant, she is still asleep, seemingly exhausted. - 00:10–00:12 00:10–00:12 In the Menstruation quadrant, she grabs her phone. In the Follicular quadrant, she is walking down the stairs. In the Ovulation quadrant, she is putting on makeup. In the Luteal quadrant, she grabs a pillow and hugs it. - 00:12–00:14 00:12–00:14 In the Menstruation quadrant, she is laying in bed using her phone. In the Follicular quadrant, she is outside in the sun, drinking a smoothie. In the Ovulation quadrant, she is taking a selfie in the mirror. In the Luteal quadrant, she is still in bed, seemingly exhausted. - 00:14–00:16 00:14–00:16 In the Menstruation quadrant, she gets up from the toilet after having used the restroom. In the Follicular quadrant, she is in her bedroom jumping on the bed. In the Ovulation quadrant, she is at a bar drinking with a friend. In the Luteal quadrant, she is still in bed, seemingly exhausted. - 00:16–00:18 00:16–00:18 In the Menstruation quadrant, she is in bed, drinking a cup of water. In the Follicular quadrant, she is sitting up in bed. In the Ovulation quadrant, she is sitting up in bed after going out to the bar with a friend. In the Luteal quadrant, she is still in bed, seemingly exhausted. - 00:18–00:20 00:18–00:20 In the Menstruation quadrant, she lays back down after drinking her cup of water. In the Follicular quadrant, she lays back down after sitting up in bed. In the Ovulation quadrant, she lays back down after going out to the bar with a friend. In the Luteal quadrant, she is still in bed, seemingly exhausted. - 00:20–00:22 00:20–00:22 In the Menstruation quadrant, the screen fades to black. In the Follicular quadrant, she turns on her lamp. In the Ovulation quadrant, she turns on her lamp. In the Luteal quadrant, she turns on her lamp. - 00:22–00:25 00:22–00:25 The video is black and the video ends with just the titles of the phases on the screen.

# Ad summary This ad promotes Natural Cycles, an FDA-cleared birth control, featuring a creator named Sophia. The ad highlights the brand's effectiveness, daily fertility tracking, personalized insights, and educational resources. Sophia also provides her unique discount code. # Brand positioning Natural Cycles is presented as a modern, science-backed alternative to traditional birth control methods. The brand promotes informed decision-making about reproductive health by providing tools to track and understand menstrual cycles. Natural Cycles differentiates itself through its non-hormonal approach, emphasizing personalized insights and education for women seeking a deeper connection with their bodies. Its functional positioning focuses on effective cycle tracking and FDA-cleared birth control, while its emotional appeal centers on empowering women with knowledge and control over their reproductive health. # Product Natural Cycles is an FDA-cleared birth control method that uses an app and a wearable device, in this case, a purple wristband, to track and analyze menstrual cycles. The app provides a daily fertility status, personalized cycle insights, and access to educational resources on women's reproductive health. Natural Cycles claims to be 93% effective with typical use and offers tools to help users get more in tune with and start tracking their cycles. The ad highlights that the service gives users tons of educational resources on women’s reproductive health and a daily fertility status. # Visual style The ad has a UGC feel, with a simple background and natural lighting, suggesting a casual, authentic tone. The editing style includes quick cuts to product details and app screens, timed with voiceover lines to maintain an energetic pace. The video feels relatable and personal, fitting the style and tone of a typical social media post from an influencer. # Hooks Spoken: 00:00–00:03 Now, as you guys know, Natural Cycles is FDA-cleared birth control. Visual: 00:00–00:03 The shot is a close-up of Sophia, a young woman with long brown hair and light skin, who is centered and facing the camera. She is holding a purple wristband and gesturing with it. She is wearing a red long sleeve shirt, a pearl necklace and has multiple rings on her left hand. The background is a neutral wall with a window on the right-hand side, allowing natural light to filter in. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of women seeking to understand and track their menstrual cycles more effectively, whether for family planning or general health awareness. Many women find it challenging to monitor and interpret their cycles, which can lead to uncertainty about fertility windows and hormonal patterns. # Value propositions - FDA-cleared birth control with personalized insights and daily fertility status. # Benefits - Get more in tune with your cycle. - Start tracking your cycle. # Features - FDA-cleared birth control - Daily fertility status - Personalized cycle insights - Ton of education and resources on women's reproductive health # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user recommending a product they use. # Storyline - 00:00–00:03 The creator, Sophia, begins by introducing Natural Cycles as an FDA-cleared birth control method. - 00:03–00:07 Sophia states the effectiveness of Natural Cycles with typical use. - 00:07–00:10 Sophia highlights personalized cycle insights. - 00:17–00:23 Sophia references the viewers as "the other girlies in my DMs" who are seeking to be more in tune with their cycle and recommends Natural Cycles. - 00:23–00:31 Sophia provides a link and discount code for an exclusive discount.

# Ad summary A woman films herself using the Natural Cycles app in what appears to be an unpaid testimonial ad. # Brand positioning Natural Cycles is presented as a modern alternative to traditional hormonal birth control, targeting users who seek a deeper understanding and management of their fertility. The brand appeals to those who prioritize natural methods and desire to track their cycles for various reasons, including family planning or simply understanding their bodies better. It positions itself as a tech-forward solution, using an app to provide insights and guidance. By mentioning the user's transition away from hormonal birth control, it suggests a desire to avoid synthetic hormones, aligning with a health-conscious and informed customer base. # Product The Natural Cycles app is a digital tool designed to help users track their menstrual cycle and fertility. It's for individuals who are no longer using hormonal birth control and want a natural way to monitor their cycle and fertility. The app provides users with information to help determine when protection is needed. It also visually charts the user's cycle in a calendar format. The ad suggests that the app addresses the need for a non-hormonal approach to cycle tracking, appealing to those seeking more natural methods of family planning or simply a deeper understanding of their bodies. The app’s USP is its ability to provide clear guidance on when protection is needed based on the user's cycle. # Visual style The ad utilizes a casual, UGC-style selfie. The lighting is natural, and the background is a personal space (bedroom), contributing to the feeling of an authentic, unfiltered recommendation. The color palette is soft with accents of red from the woman's jacket and pink from the app's UI, which draws the eye. The image is designed to mimic an Instagram Story, likely to fit seamlessly into a social media feed and feel relatable to the target audience. # Hooks Headline: update on my Natural Cycles journey: # Funnel stage Consideration # Pain points The woman is no longer on hormonal birth control and wants a way to track her cycle and fertility, which highlights a desire to move away from synthetic hormones and towards a more natural method of cycle tracking. # Value propositions - a way to track my cycle & fertility # Benefits - I wanted a way to track my cycle & fertility # Features - app # Call to action None used. # Social proof - I've been using the @naturalcycles app for vers since I'm no longer on hormonal birth control! I wanted a way to track my cycle & fertility # Point of view - Customer: The entire image is presented from the customer's perspective, sharing her personal experience with the Natural Cycles app. # Storyline - The woman starts by stating that she is giving an 'update on my Natural Cycles journey.' She is telling her audience that she has been using the product for some time and will provide an update on her experience. - She explains that she has 'been using the @naturalcycles app for [weeks]' because she's 'no longer on hormonal birth control!' and 'wanted a way to track my cycle & fertility.' This explains the personal reasons why she started using the app. - She presents her phone with the Natural Cycles app open, showing the daily 'Use protection' notification. This serves as a visual demonstration of the app's functionality and how it alerts the user to their fertility status.

# Ad summary An image ad comparing the features of the NC° Band, Oura Ring, and Apple Watch for birth control purposes. # Brand positioning The ad showcases Natural Cycles (NC°) as a provider of innovative solutions for women's health, specifically in the realm of birth control. The brand distinguishes itself by focusing on data-driven insights through wearable technology. NC° appears to be positioning itself as a modern, tech-forward option for women who prioritize understanding their bodies and making informed choices about their reproductive health. The brand emphasizes its birth control method is effective, regardless of the measuring device used. # Product The ad features the NC° Band, the Oura Ring, and the Apple Watch as devices for tracking data related to women's health. The NC° Band is presented as a wearable band. The Oura Ring is presented as a ring designed to be worn on the finger. The Apple Watch is presented as a watch that can be worn on the wrist. All three devices are presented as options for birth control that automatically sync data and can be worn overnight. The ad highlights that the effectiveness of NC° birth control remains the same regardless of the measuring device used (93% effective with typical use and 98% effective with perfect use). # Visual style The ad utilizes a clean and informative layout with a light purple background and a table to organize the information. The images of the products are professionally shot and the overall aesthetic is modern and minimalist. # Hooks Headline: Which device is right for you? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of users not knowing which device is best to use when trying to track fertility and/or use birth control by using the NC° app. # Value propositions - The value of NC° is that each of the three devices are effective (93% effective with typical use and 98% effective with perfect use.) # Benefits - Effectiveness: The effectiveness of NC° birth control remains the same regardless of the measuring device you use (93% effective with typical use and 98% effective with perfect use). # Features - NC° Band - Oura Ring - Apple Watch - Where to measure: Wrist/Finger - When to measure: Overnight - Automatic sync: Yes # Call to action None used. # Social proof - The ad includes the statement "The effectiveness of NC° birth control remains the same regardless of the measuring device you use (93% effective with typical use and 98% effective with perfect use)" to show how effective their product is. # Point of view - Brand: The entire ad compares the different options for data tracking. # Storyline - The ad opens by asking "Which device is right for you?" from the brand's perspective, inviting the audience to consider their options for tracking their data. - The brand then introduces the three different device options: the NC° Band, Oura Ring, and Apple Watch. This provides a visual comparison of the available choices. - The ad provides the information of "Where to measure", "When to measure", and "Automatic sync" for the three options. This gives a data driven approach from the brand's perspective. - The brand then shares the effectiveness of the NC° birth control, letting users know that each device is 93% effective with typical use and 98% effective with perfect use.

# Ad summary This image ad promotes Natural Cycles, a brand focused on fertility tracking. The ad highlights the ability to track fertility during sleep and offers a free NC° Band with the purchase of an NC° Annual Plan. It features a visual of the NC° Band and a smartphone displaying the Natural Cycles app interface, showing a 'Not fertile' status. # Brand positioning Natural Cycles is presented as a modern, tech-driven solution for fertility tracking and birth control. The brand positions itself as a convenient and integrated part of a woman's health routine, emphasizing ease of use and accessibility through its app and wearable technology. It aims to occupy the space of reliable, data-driven fertility management, appealing to users who value convenience and accuracy. The brand aligns with a lifestyle that prioritizes health awareness and informed decision-making, pushing against traditional methods of fertility tracking by offering a high-tech, sleep-integrated approach. The brand positioning is both functional, offering precise tracking, and emotional, empowering women with control over their reproductive health. # Product The featured product is the Natural Cycles NC° Band, a wearable device designed to track fertility while the user sleeps. The band is shown as a dark-colored fabric strap with embedded sensors. It works in conjunction with the Natural Cycles app, which is displayed on a smartphone screen. The app provides a daily fertility status, as indicated by the 'Not fertile' message and a temperature reading of '98.04°F'. The app also features a calendar view showing cycle days and a graph tracking temperature fluctuations. The ad highlights the convenience of tracking fertility during sleep and offers the NC° Band as a free gift with the purchase of the NC° Annual Plan, addressing the purchase barrier of the band's cost, which is valued at $129. # Visual style The ad features a clean, modern design with a focus on product presentation and app interface. The production quality is highly polished, with studio-style lighting and a gradient background. The visual motif is a product-focused layout with a clear offer and app demo. The image treatment includes background removal and color grading to create a cohesive aesthetic. The typography is large and legible, enhancing scannability. The style contrasts with platform-native content by using a high-design approach, aiming to capture attention through visual appeal and clarity. # Hooks Headline: Track fertility in your sleep # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of inconvenient or cumbersome fertility tracking methods. The ad promises to 'Track fertility in your sleep,' suggesting a hassle-free alternative to traditional methods. # Value propositions - Get a FREE NC° Band* with the NC° Annual Plan - *$129 value # Benefits - Track fertility in your sleep # Features - NC° Band - NC° Annual Plan # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is the primary narrator, introducing the product and its benefits in the headline and offer. # Storyline - The ad opens by introducing Natural Cycles and its core promise: to 'Track fertility in your sleep.' This immediately conveys the brand's focus on convenience and ease of use, positioning the brand as the narrator. - Next, the ad presents an offer: 'Get a FREE NC° Band* with the NC° Annual Plan.' This incentivizes immediate action by highlighting the value of the NC° Band and framing it as a bonus for subscribing to the annual plan. The brand is the narrator. - The ad then showcases the Natural Cycles app interface, displaying a 'Not fertile' status and temperature reading. This provides a visual demonstration of the product's functionality and reassures potential users of its accuracy. The app interface is the narrator.

# Ad summary This ad promotes the NC° Band, a wearable device by Natural Cycles that tracks temperature overnight and syncs automatically in the morning. The ad features a customer testimonial about how the band has made cycle tracking feel more seamless compared to using a thermometer and logging it in the app. # Brand positioning Natural Cycles is presented as a modern, tech-forward brand focused on women's health and cycle tracking. The brand positions itself as a provider of innovative solutions for natural birth control and fertility awareness. By offering a wearable device like the NC° Band, Natural Cycles aims to simplify and streamline the temperature tracking process, making it more convenient and seamless for users compared to traditional methods like using a thermometer. The brand aligns with a lifestyle that values technology, convenience, and a deeper understanding of one's body. # Product The NC° Band is a wearable device by Natural Cycles designed to track temperature overnight from the inside wrist area and sync automatically in the morning. It is presented as an alternative to using a thermometer and manually logging temperatures in the app. The band aims to make cycle tracking feel more seamless. The product is for individuals who track their cycles and want a more convenient and automated method of temperature tracking. The ad addresses the purchase barrier of traditional temperature tracking methods being inconvenient and time-consuming. # Visual style The ad has a UGC (user-generated content) style, with a casual, unfiltered look. The image is shot in a natural lighting setting, giving it a warm and inviting feel. The composition is simple and focuses on the product and the person's hand holding it. The overall aesthetic is relatable and authentic, resembling a snapshot taken on a smartphone. # Hooks Headline: Great question! 🤍 # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the inconvenience and time-consuming nature of traditional temperature tracking methods for cycle tracking. "I used to take my temperature first thing every morning with the @naturalcycles thermometer and log it in the app." # Value propositions - Tracks temperature overnight and syncs automatically, making cycle tracking more seamless. # Benefits - It's made cycle tracking feel so much more seamless. # Features - tracks my temperature overnight from my inside wrist area - syncs automatically in the morning # Call to action None used. # Social proof - "I see you have the thermometer for tracking your cycle do you like that? I've been thinking about trying it. ❤️" # Point of view - Customer: The entire image is presented from the perspective of a customer sharing their experience with the NC° Band and answering a question from another user. # Storyline - The ad begins with a question from a user asking if the person likes the thermometer for tracking their cycle and stating they've been thinking about trying it. This is included to introduce the topic of cycle tracking and create a relatable scenario for viewers who may be considering using a thermometer for this purpose. The audience experiences this from the perspective of a potential customer. - The person responds with "Great question!" and shares their past experience of taking their temperature every morning with the @naturalcycles thermometer and logging it in the app. This is included to establish credibility and show that the person has experience with traditional cycle tracking methods. The audience experiences this from the perspective of a customer. - The person then states that they now use the NC° Band, which tracks their temperature overnight from their inside wrist area and syncs automatically in the morning, making cycle tracking feel so much more seamless. This is included to introduce the NC° Band as a solution to the inconvenience of traditional temperature tracking methods and highlight its key benefits. The audience experiences this from the perspective of a customer.