How Peanut App Advertises on Meta

# Ad summary This ad promotes Peanut, an app for moms to connect and find friends. The ad features two moms sitting together with their babies, implying they met on the app. The ad encourages viewers to download Peanut for free. # Brand positioning Peanut is presented as a social networking app designed exclusively for mothers seeking friendship and community. The brand aims to occupy a space in the consumer's mind as a modern solution to the challenges of motherhood, specifically loneliness and the need for peer support. The brand aligns with values of connection, support, and shared experiences, promoting a lifestyle where mothers can easily find and build relationships with others in similar life stages. Peanut pushes against the norm of traditional, often isolating, motherhood experiences by offering a digital platform for instant connection. The brand positioning is both functional, providing a tool for finding friends, and emotional, fostering a sense of belonging and support. # Product Peanut is a social networking app designed to connect mothers with other mothers for friendship and support. The app is for moms who are looking to find and build relationships with other women in similar life stages. The ad explicitly states that the app is free to download. The app's USP is its focus on connecting mothers, addressing the potential isolation and need for community that can come with motherhood. The ad shows a use case of two moms meeting in person, implying that the app facilitates real-world connections. The ad addresses the purchase barrier of cost by highlighting that the app is free. # Visual style The ad has a hybrid aesthetic, combining a UGC-style shot of two moms with a polished, branded screen. The editing is simple, with a single cut between the two scenes. The pacing is slow, with the focus on clear messaging and visuals. # Hooks Spoken: 00:00–00:01: I met my bestie on Tinder for Mom friends Text overlay: 00:00–00:01 I met my bestie on Tinder for Mom friends Visual: 00:00–00:01: Two women are sitting at a table in a bright, open space with large windows. One woman is wearing a leopard print top and holding a baby in a pink outfit. The other woman is partially visible, wearing a black and white star-patterned shirt and holding a baby in a white outfit. The camera is stationary, capturing the scene from a medium distance. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that motherhood can be isolating and that moms need a support network. The speaker says, "I met my bestie on Tinder for Mom friends," suggesting that finding mom friends can be difficult. # Value propositions - The app is free to download, making it accessible to all moms. - The app connects moms, addressing potential isolation and need for community. # Benefits - Find mom friends - Build a support network # Features - App for moms to connect - Free to download # Call to action Download Peanut for free today! # Social proof - "I met my bestie on Tinder for Mom friends" – Female 1 (Customer) # Point of view - Customer 50% – The ad shows two moms, implying they are users of the app, sharing their experience. - Brand 50% – The ad displays the Peanut logo and a call to action, representing the official voice of the brand. # Storyline - 00:00–00:01 Two moms are sitting together with their babies. - 00:01–00:05 The ad transitions to a screen displaying the Peanut logo and a call to action to download the app for free.

# Ad summary A woman shares her experience finding mom friends using the Peanut app. # Brand positioning Peanut is presented as an app that helps moms find friends. The brand aims to occupy the space of a social networking platform specifically for mothers, addressing the challenge of finding like-minded individuals during the isolating experience of motherhood. The brand aligns with values of community, support, and connection, promoting a lifestyle where mothers can find friendship and shared experiences. The brand pushes against the norm of motherhood being a solitary journey, offering a functional solution to an emotional need. The brand positioning is both functional, providing a platform for connection, and emotional, fostering a sense of belonging and support. # Product Peanut is an app designed to help moms find friends. It addresses the challenge of finding like-minded individuals during motherhood. The app is for mothers who are looking to connect with other moms for friendship and support. The ad highlights that the app is where the creator found a "big majority of my mom friends." The app addresses the purchase barrier of difficulty in finding mom friends, offering a convenient and accessible solution. The ad tells the viewer that Peanut is worth trying because it provides a platform to easily connect with other mothers, fostering a sense of community and support. # Visual style The ad has a UGC feel, with natural lighting and simple editing. The production quality is polished, but not overly so, giving it a relatable and authentic feel. The editing style includes quick cuts and static shots, with smooth transitions. The pacing is consistent throughout the ad. The audio and visual elements are synced, with cuts and text timed to the music and voiceover. # Hooks Spoken: Female 1: Before I became a mom, the thing that I was most worried about was finding mom friends and how I was going to find mom friends. Text overlay: Before I became a mom, (Caption) / the thing that I was most worried about (Caption) / was finding mom friends (Caption) / and how I was going to find mom friends. (Caption) Visual: 00:00–00:01: A woman with fair skin, light brown hair pulled back, wearing a striped sweater, sits on a couch in front of a white wall. She is looking directly at the camera and talking. / 00:01–00:03: A baby in a white outfit walks on a gray floor, holding someone's hand. The person holding the baby's hand has a tattoo on their arm. The camera is low to the ground, showing the baby's perspective. / 00:03–00:03: A baby in a gray outfit looks out the window of an airplane. The camera is behind the baby, showing their perspective. / 00:03–00:05: A woman and a baby sit on a blanket in a park. The woman is wearing a white sweater and the baby is wearing blue pants. The camera is at a distance, showing the scene from a third-person perspective. / 00:05–00:07: A woman with fair skin, light brown hair pulled back, wearing a striped sweater, sits on a couch in front of a white wall. She is looking directly at the camera and talking. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty of finding mom friends, as expressed by the creator: "Before I became a mom, the thing that I was most worried about was finding mom friends and how I was going to find mom friends." # Value propositions - The Peanut app helps moms find friends, addressing the challenge of finding like-minded individuals during motherhood. # Benefits - Helps moms find friends for their own mental health - Helps moms find friends for their babies # Features - App that helps moms find friends # Call to action How are you finding your friends? # Social proof - "I felt so lucky to have discovered the app Peanut, because that's where I found a big majority of my mom friends." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:07 The creator introduces the topic of finding mom friends. - 00:00–00:07 The creator shares that before becoming a mom, she was worried about finding mom friends and how she was going to find them. This is told from the creator's perspective, sharing a personal concern. - 00:07–00:15 The creator explains that there is added pressure to find mom friends because you want to find friends for your own mental health, but also so that your baby has friends too. This is told from the creator's perspective, sharing a personal concern. - 00:15–00:21 The creator shares that she felt lucky to have discovered the app Peanut, because that's where she found a big majority of her mom friends. This is told from the creator's perspective, sharing a personal experience. - 00:21–00:23 The creator asks the viewer how they are finding their friends. This is told from the creator's perspective, inviting the viewer to share their experiences.

# Ad summary This ad promotes the Peanut app, which helps moms find new friends. The ad features a woman speaking directly to the camera about the challenges of finding mom friends and how Peanut helped her connect with other moms who understand her new lifestyle. # Brand positioning Peanut is presented as a solution for mothers seeking to build friendships with other women who understand their experiences. The brand aims to occupy the space of a supportive community for mothers, aligning with values of understanding, connection, and shared experience. It pushes against the isolation that can come with motherhood, offering a platform for finding like-minded friends. The brand positioning is both functional, providing a tool for finding friends, and emotional, offering a sense of belonging and support. # Product Peanut is an app designed to help mothers find and connect with other mothers in their area. The app aims to solve the problem of isolation and difficulty in finding friends who understand the unique challenges and experiences of motherhood. The ad highlights the app as a place to find new friends who understand the "tired, stretched, still trying version" of oneself that can emerge after becoming a mother. The app is presented as a solution for mothers who are looking to build a supportive community of friends who are in a similar life stage. # Visual style The ad has a casual, UGC-style aesthetic, with natural lighting and simple editing. The production quality is decent, giving it a relatable feel. The pacing is moderate, with cuts timed to the speaker's pauses. The visuals include a mix of direct-to-camera shots and b-roll footage of mothers and children. # Hooks Spoken: Female 1: Let's talk about mom friends. Text overlay: Let's talk about mom friends. Visual: 00:00–00:01: A woman with fair skin, light eyes, and light brown hair pulled back is centered in the frame, speaking directly to the camera. She wears a light blue and brown sweater and gold hoop earrings. The background is a plain white wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the difficulty of finding friends who understand the unique challenges and experiences of motherhood. "I didn't realize I'd have to try so hard to find them." # Value propositions - Peanut helps moms find new friends. # Call to action Download PEANUT today # Point of view - Customer 100% – The entire video is told from the perspective of a mother sharing her personal experience and insights. # Storyline - 00:00–00:01 The ad begins with a woman introducing the topic of mom friends. - 00:01–00:05 She shares the common saying that you find out who your real friends are when you become a mom, setting the stage for the challenges of maintaining friendships after motherhood. - 00:05–00:12 The woman reflects on how she didn't realize that becoming a mom would also involve finding new friends who understand this new version of herself, highlighting the need for a specific kind of support. - 00:12–00:15 She describes the "tired, stretched, still trying version" of herself, emphasizing the challenges and changes that come with motherhood. - 00:15–00:18 The woman admits that she didn't realize how hard it would be to find these new friends, acknowledging the difficulty of finding the right kind of support. - 00:18–00:20 She reveals that the best place to start was Peanut, positioning the app as the solution to the problem of finding mom friends.

# Ad summary This ad promotes Peanut, an app where moms can connect and share stories. The ad features a woman who expresses her surprise at discovering a group within the app dedicated to sharing stories about mother-in-laws. She then shows the group on her phone screen, highlighting the large number of members and the type of content shared. # Brand positioning Peanut is presented as a social networking app designed to connect mothers and provide a space for them to share experiences, advice, and support. The brand aims to occupy a space in the consumer's mind as a community-driven platform where mothers can find solidarity and relatable content. The brand aligns with values of community, shared experience, and candid conversation. The brand pushes against the isolation that mothers can sometimes feel by providing a digital space for connection. The brand positioning is emotional, focusing on providing a sense of belonging and shared experience. # Product Peanut is a social networking app for mothers, designed to facilitate connections and community. The ad highlights a specific group within the app where users share stories about their mother-in-laws. The app is implied to be a space for sharing both crazy and funny stories, suggesting a lighthearted and relatable tone. The ad addresses the potential purchase barrier of not knowing about the app's existence or the specific communities within it, aiming to introduce the app to new users and showcase its diverse content. # Visual style The ad has a UGC feel, with a casual, selfie-style presentation. The editing is simple, with a direct cut from the woman's face to her phone screen. The production quality is basic, supporting the intended tone of a casual user sharing her experience. The pacing is consistent, with a focus on clear communication and demonstration. # Hooks Spoken: 00:00–00:06: Am I the only mom who didn't know that there's literally an app dedicated to gossiping about your mother-in-law? Visual: 00:00–00:07: A woman with long blonde hair, wearing glasses and a gray sweater, stands indoors against a white wall. She expresses surprise and gestures with her hands as she speaks directly to the camera in a selfie-style shot. A ceiling fan is visible in the background. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that moms may feel isolated or unaware of resources available to them, specifically regarding shared experiences with mother-in-laws. "Am I the only mom who didn't know that there's literally an app dedicated to gossiping about your mother-in-law?" # Value propositions - Connect with other moms to share funny stories about your mother-in-law # Benefits - Provides a space for sharing crazy and funny stories - Connects moms with similar experiences # Features - App for moms to connect and share stories - Group within the app dedicated to sharing stories about mother-in-laws # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a user who is sharing her experience and surprise at discovering a specific feature within the app. # Storyline - 00:00–00:07 A woman expresses surprise at discovering an app dedicated to gossiping about mother-in-laws. - 00:07–00:08 She transitions to showing the app on her phone screen. - 00:08–00:20 She highlights the group within the app, noting the large number of members and the type of content shared.

# Ad summary A woman discusses how becoming a mom made her realize who her real friends are and that she needed to find new friends who understood this new version of herself. She recommends Peanut, an app to find mom friends. # Brand positioning Peanut is presented as an app that helps moms find other mom friends. The brand aims to occupy the space in the consumer's mind as a place to find other moms who understand the new version of themselves. The brand aligns with the values of motherhood and friendship. The brand is functional, as it provides a service to help moms find friends. # Product Peanut is an app that helps moms find other mom friends. The app is for moms who are looking to find new friends who understand the new version of themselves. The ad shows the app's icon and name, and the text overlay says "Download PEANUT today". The ad addresses the purchase barrier of not knowing where to find mom friends. The ad is telling the viewer that Peanut is the best place to start to find mom friends. # Visual style The ad has a UGC feel. The editing style is quick cuts. The production quality is polished. The pacing is consistent. # Hooks Spoken: 00:00–00:03: They say you find out who your real friends are when you become a mom. Text overlay: 00:00–00:03: They say you find out who / 00:01–00:03: your real friends are when you become a mom. Visual: 00:00–00:03: A woman with fair skin, light eyes, and light brown hair pulled back is centered in the frame. She is wearing a blue and brown sweater and gold hoop earrings. She is standing in front of a white wall. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that it is hard to find new friends who understand the new version of yourself after becoming a mom. The woman says, "I didn't realize I'd have to try so hard to find them." # Value propositions - The best place to start to find mom friends is Peanut. # Benefits - Find new friends that actually understand this new version of me. # Features - App to find mom friends # Call to action Download PEANUT today # Social proof - "But for me, the best place to start was Peanut." – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a mom who is using the Peanut app. # Storyline - 00:00–00:03 A woman is talking about how becoming a mom made her realize who her real friends are. - 00:03–00:10 She says that she didn't realize that becoming a mom included finding new friends that actually understood this new version of her. - 00:14–00:19 She says that she didn't realize she'd have to try so hard to find them, but for her, the best place to start was Peanut.

# Ad summary This ad promotes the Peanut App, which helps moms find new friends. The ad features a woman talking about how becoming a mom has changed her and how the Peanut App has helped her find new friends who understand this new version of her. # Brand positioning The Peanut App is presented as a social networking app designed to connect mothers with similar interests and life stages. The brand aims to occupy the space of a supportive community for moms, offering a platform to find friendship and understanding during the challenges of motherhood. The brand aligns with values of connection, empathy, and shared experiences, promoting a lifestyle where mothers can find support and camaraderie. The brand pushes against the isolation that can come with motherhood, offering a functional solution to find like-minded friends. The brand positioning is both functional, providing a platform for connection, and emotional, fostering a sense of belonging and understanding. # Product The Peanut App is a social networking app designed to help mothers find and connect with other moms who understand their experiences. The app is for mothers who are looking to expand their social circle and find friends who are also navigating motherhood. The app is presented as the best place to start finding new mom friends. The app addresses the purchase barrier of feeling isolated or alone as a new mom, offering a solution to find connection and support. The ad tells the viewer that the Peanut App is worth trying because it can help them find friends who understand the new version of themselves as mothers. # Visual style The ad has a UGC feel, with a mix of selfie-style shots and third-person shots. The editing style is quick cuts, with a new shot every few seconds. The production quality is polished, but not overly so. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:02: They say you find out who your real friends are once you become a mom. Text overlay: 00:00–00:02: They say you find out who your real friends are once you become a mom. Visual: 00:00–00:02: A woman with long dark hair, fair skin, and green eyes is sitting in the driver's seat of a car. She is wearing a gray tank top and a gold necklace. The background is out of focus, but trees and a blue sky are visible through the car window. The camera is selfie-style, and the woman is looking directly at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is feeling isolated or alone as a new mom. The ad addresses this by showing a woman talking about how becoming a mom has changed her and how the Peanut App has helped her find new friends who understand this new version of her. # Value propositions - The Peanut App is the best place to start finding new mom friends. # Benefits - Find friendship and understanding during the challenges of motherhood - Expand your social circle - Find friends who understand the new version of yourself as a mother # Features - Social networking app - Connects mothers with similar interests and life stages # Call to action Download PEANUT today # Social proof - The entire ad is delivered by a customer reviewing the product, implying firsthand use. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience. # Storyline - 00:00–00:02 A woman is sitting in her car talking to the camera. - 00:00–00:02 She says that people say you find out who your real friends are once you become a mom. This is told from the perspective of the woman in the car, who is sharing her personal experience. The tone is conversational and relatable. - 00:03–00:07 The ad transitions to a montage of women with strollers walking outside, women at an indoor event, women with children on toys, and women with strollers at a restaurant. - 00:03–00:07 The woman continues speaking, saying that she didn't realize that becoming a mom included finding new friends that understand this new version of her. This is told from the perspective of the woman in the car, who is sharing her personal experience. The tone is conversational and relatable. - 00:08–00:10 The ad transitions to a woman holding a baby. - 00:08–00:12 The woman continues speaking, saying the tired, stretched, but still trying version, and I didn't realize I'd have to try so hard. This is told from the perspective of the woman in the car, who is sharing her personal experience. The tone is conversational and relatable. - 00:13–00:15 The ad transitions to a screenshot of the Peanut App in the app store. - 00:13–00:15 The woman continues speaking, saying for me, the best place to start was on Peanut. This is told from the perspective of the woman in the car, who is sharing her personal experience. The tone is conversational and relatable.

# Ad summary This ad uses a POV style to show a new mom struggling with late night feedings. The ad promotes the Peanut app as a way for moms to connect and support each other. # Brand positioning Peanut is presented as a social networking app designed to connect women throughout all stages of motherhood. The brand aims to occupy a space in the consumer's mind as a supportive community that understands the unique challenges and experiences of being a mother. The brand aligns with values of empathy, understanding, and mutual support, promoting a lifestyle where mothers can find friendship and encouragement. Peanut pushes against the isolation and loneliness that can often accompany motherhood, offering a platform for connection and shared experiences. The brand positioning is both functional, providing a platform for networking, and emotional, fostering a sense of belonging and support. # Product Peanut is a social networking app designed to connect women at every stage of motherhood. The app is for mothers who are seeking friendship, support, and understanding from others who share similar experiences. The app helps mothers find friends who understand their reality, allowing them to cheer each other on during challenging times like night feeds. The ad addresses the purchase barrier of feeling alone and isolated during motherhood by offering a solution to connect with a supportive community. # Visual style The ad has a UGC feel, with a selfie-style camera and dim lighting. The editing is simple, with a direct cut to the app logo. The pacing is slow and emotional in the beginning, then transitions to a faster pace with the call to action. The production quality is low-fi, which supports the authentic and relatable tone. # Hooks Spoken: 00:00–00:13: [HUMMING] Text overlay: 00:00–00:13: POV: You're stuck in the postpartum trenches up at 2AM feeding, feeling like the only person in the world awake... / 00:00–00:13: then you discover this app and all of a sudden you have friends who understand your reality, and now you're up for night feeds cheering each other on. / 00:00–00:13: Why didn't I find this sooner? 🥺 Visual: 00:00–00:13: A woman with fair skin and light hair is holding a baby. The lighting is dim, suggesting it is nighttime. The camera is selfie-style, close to the woman's face. Text overlays are present on the screen. # Funnel stage Top of funnel (Awareness) # Pain points Feeling alone and isolated during late night feedings in the postpartum period: "POV: You're stuck in the postpartum trenches up at 2AM feeding, feeling like the only person in the world awake..." # Value propositions - Connect with a supportive community of mothers - Overcome feelings of isolation and loneliness during motherhood # Benefits - Find friends who understand your reality - Cheer each other on during challenging times # Features - Social networking app - Connects women at every stage of motherhood # Call to action Download Peanut for free today! # Point of view - Customer 100% – The ad is presented from the perspective of a new mother sharing her experience and discovery of the app. # Storyline - 00:00–00:13 The ad opens with a new mom holding her baby at night. - 00:00–00:13 The text overlay describes the feeling of being stuck in the postpartum trenches, up at 2 AM feeding, and feeling like the only person awake. - 00:00–00:13 The text overlay continues, explaining that the app allows you to have friends who understand your reality, and now you're up for night feeds cheering each other on. - 00:00–00:13 The text overlay asks, "Why didn't I find this sooner?" - 00:13–00:16 The ad transitions to the Peanut app logo and a call to action to download the app for free today.

# Ad summary A woman stands on a porch and speaks to the camera about finding mom friends on the Peanut app. # Brand positioning This ad promotes Peanut, an app designed to connect mothers and mothers-to-be. The brand aims to occupy a space in the consumer's mind as a solution to the problem of finding and building friendships with other moms. The brand aligns with the values of community, support, and authentic connection. It pushes against the norm of feeling isolated as a mother and offers a platform to find like-minded individuals. The brand positioning is both functional, providing a tool for connection, and emotional, fostering a sense of belonging and support. # Product Peanut is an app designed to help mothers and mothers-to-be find and connect with other women in similar life stages. The app is for women who are looking to build friendships and find support within a community of moms. The ad highlights the USP of finding "real" mom friends, those you'd be friends with even if you didn't have kids. It addresses the purchase barrier of feeling isolated or struggling to find genuine connections with other mothers. The ad encourages viewers to try Peanut as a solution to finding meaningful friendships during motherhood. # Visual style The ad has a casual, UGC feel with natural lighting and a handheld camera. The editing style is simple with static shots and minimal transitions. The production quality is consistent with a typical social media video, suggesting authenticity and relatability. The pacing is steady, matching the speaker's conversational tone. # Hooks Spoken: 00:00–00:02: Okay moms and moms to be how are we finding Visual: 00:00–00:02: A woman stands on a porch, facing the camera in selfie style. She is wearing a gray t-shirt with text on it. The background shows a garden with green plants and a white house with a porch. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the difficulty of finding genuine, supportive friendships with other mothers. "How are we finding mom friends? The real ones, the ones that you'd be friends with even if you didn't have kids." # Value propositions - Find real mom friends on Peanut # Benefits - Find real mom friends # Features - App for finding mom friends # Call to action Give me yours # Social proof - "I found one of my first mom friends on Peanut" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a woman who is a user of the Peanut app, sharing her personal experience and offering a tip to other moms. # Storyline - 00:00–00:02 The ad begins with a woman standing on a porch, addressing "moms and moms to be." - 00:02–00:08 She asks how they are finding "real" mom friends, the ones they'd be friends with even if they didn't have kids. - 00:08–00:11 She shares that she found one of her first mom friends on Peanut, presenting it as a solution. - 00:11–00:13 She concludes by saying that Peanut is her tip and asks viewers to share theirs.

# Ad summary This image ad highlights the lack of support and understanding around mothers' sleep changes, emphasizing the need to take motherhood and sleep deprivation seriously. It uses a statistic to underscore the commonality of the issue and positions the brand as an advocate for addressing this problem. # Brand positioning Peanut is presented as a supportive community and resource for mothers, particularly focusing on the challenges and realities of motherhood. The brand positions itself as an advocate for mothers' well-being, specifically addressing the often-overlooked issue of sleep deprivation and lack of support. By highlighting the statistic that "87% of moms say there isn't enough support and understanding around their sleep changes," Peanut aims to occupy a space in the consumer's mind as an empathetic and understanding brand that acknowledges and validates the struggles of motherhood. The brand aligns with values of community, support, and taking mothers' concerns seriously, pushing against the norm of minimizing or dismissing the challenges of motherhood. The brand positioning is both emotional (empathy, validation) and functional (providing a platform for support and understanding). # Product The ad promotes Peanut as a platform or community that addresses the lack of support and understanding around mothers' sleep changes. It works by providing a space where mothers can connect, share experiences, and find support related to the challenges of motherhood, particularly sleep deprivation. The product is for mothers who feel unsupported or misunderstood regarding their sleep changes and the broader challenges of motherhood. The ad highlights the USP of providing a community and platform that takes motherhood and sleep deprivation seriously, addressing the purchase barrier of feeling isolated or unsupported. The ad conveys that Peanut is worth trying because it offers a solution to the common problem of lack of support and understanding, validated by the statistic that 87% of moms feel this way. # Visual style The ad has a soft, muted visual style with a focus on conveying a sense of calm and empathy. The production quality appears to be high, with professional lighting and composition. The image treatment includes a black and white filter, which adds to the somber and serious tone. The typography is clean and legible, integrated seamlessly into the image. The overall style is designed to be scannable and attention-grabbing in a social media feed, while also conveying a sense of authenticity and relatability. # Hooks Headline: 87% of moms say there isn't enough support and understanding around their sleep changes. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the lack of support and understanding that mothers experience regarding their sleep changes. "87% of moms say there isn't enough support and understanding around their sleep changes." # Value propositions - Addressing the lack of support and understanding around mothers' sleep changes, as highlighted by the statistic that 87% of moms feel this way. # Benefits - Support - Understanding # Features - Community support - Understanding of sleep changes # Call to action None used. # Social proof - "87% of moms say there isn't enough support and understanding around their sleep changes." # Point of view - External source: The statistic "87% of moms say there isn't enough support and understanding around their sleep changes" is presented as a data point from an outside source to highlight the widespread nature of the problem. - Brand: The statements "It's time to take motherhood and sleep deprivation seriously" and "@peanut" represent the brand's perspective, advocating for the importance of addressing mothers' sleep challenges and promoting its platform as a solution. # Storyline - The ad begins by stating that "87% of moms say there isn't enough support and understanding around their sleep changes." This is intended to highlight the widespread issue of mothers feeling unsupported and misunderstood regarding their sleep challenges, told from the perspective of an external source citing a statistic. This is included to immediately grab the viewer's attention and establish the problem the ad aims to address. - The ad then states, "It's time to take motherhood and sleep deprivation seriously." This is intended to emphasize the need to acknowledge and address the challenges of motherhood, particularly sleep deprivation, told from the brand's perspective. This is included to position the brand as an advocate for mothers' well-being and to encourage viewers to take the issue seriously. - The ad concludes with the brand's handle, "@peanut," and the brand's logo. This is intended to promote the brand and direct viewers to the platform, told from the brand's perspective. This is included to provide a clear call to action and to reinforce the brand's identity.

# Ad summary This image ad for Peanut uses a comparison to Tinder to introduce the app as a way for moms to find friends. The ad features a photo of two pregnant women and highlights that over 5 million women have found their village on Peanut. # Brand positioning Peanut is presented as a social networking app designed to connect women, particularly mothers, with similar interests and life stages. The brand positions itself as a solution to the isolation and challenges that can come with motherhood, offering a platform to build a supportive community or 'village.' By comparing itself to Tinder, Peanut aims to be seen as a modern, accessible, and user-friendly way to find meaningful connections. The brand promotes a sense of belonging and shared experience, emphasizing the importance of finding support and friendship during the motherhood journey. This positioning pushes against the norm of mothers feeling isolated and unsupported, offering a functional solution with an emotional benefit. # Product Peanut is a social networking app designed to connect women, especially mothers, with others in similar life stages and with shared interests. The app aims to help users find friends and build a supportive community, or 'village,' to combat the isolation that can come with motherhood. The ad highlights that over 5 million women have already found their village on Peanut, suggesting a large and active user base. The comparison to Tinder implies a user-friendly and modern interface, making it easy for users to connect with potential friends. The ad addresses the purchase barrier of feeling alone or unsupported as a mother by offering a platform to find understanding and companionship. # Visual style The ad has a casual, real-life aesthetic, resembling a snapshot taken with a smartphone. The lighting is natural, and the image is not heavily edited. The overall style is simple and relatable, aiming to create a sense of authenticity and approachability. # Hooks Headline: Like Tinder, but for mom friends. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of feeling isolated and lacking a support system during motherhood. The phrase "Like Tinder, but for mom friends" directly implies that mothers may be seeking connections and friendships with others who understand their experiences. # Value propositions - Find friendship and support during motherhood by joining Peanut, where over 5 million women have already found their village. # Benefits - Join over 5 million women who have found their village on Peanut. # Call to action None used. # Social proof - Join over 5 million women who have found their village on Peanut. # Point of view - Brand: The entire image is presented from the brand's point of view, showcasing the app as a solution for mothers seeking friendship and community. # Storyline - The ad opens with a comparison of Peanut to Tinder, but for mom friends. This is intended to quickly communicate the app's function in a relatable way, using a well-known dating app as a reference point. The brand is telling the audience that Peanut is a modern and accessible way for mothers to find connections. - The ad then shows a photo of two pregnant women, visually reinforcing the app's target audience. This is included to create an immediate connection with viewers who are in a similar life stage, signaling that the app is relevant to them. The brand is showing the audience that Peanut is a place where they can find others who understand their experiences. - The ad concludes by stating that over 5 million women have found their village on Peanut. This is intended to build trust and credibility by highlighting the app's popularity and success in connecting mothers. The brand is telling the audience that Peanut is a proven solution for finding friendship and support.

# Ad summary This ad for Oova features a woman sharing her fertility journey and how Oova helped her conceive after years of trying. The ad uses a combination of personal storytelling, scientific data, and emotional appeal to connect with viewers who may be facing similar challenges. # Brand positioning Oova is presented as a fertility tracking system that empowers women to understand their bodies and improve their chances of conception. The brand is positioned as a source of hope and support for those struggling with infertility, offering a science-backed solution that goes beyond traditional methods. Oova aligns with values of empowerment, knowledge, and personalized care, pushing against the often impersonal and frustrating experiences of navigating fertility challenges. The brand aims to occupy a space in the consumer's mind as a reliable and innovative partner in their journey to parenthood, offering both functional insights and emotional support. # Product Oova is a fertility tracking system designed to help women understand their ovulation cycles and improve their chances of conceiving. The system involves testing urine samples with Oova's testing wands and using the Oova app to track and interpret the results. The app provides personalized insights and data-driven recommendations to optimize timing for conception. The product is for women who are actively trying to conceive, particularly those who have been struggling for an extended period. The ad highlights Oova's ability to provide clear, actionable data, addressing the frustration and uncertainty often associated with traditional fertility tracking methods. The ad conveys that Oova is worth trying because it offers a more informed and personalized approach to fertility, potentially shortening the time to conception and reducing the emotional toll of infertility. # Visual style The ad has a UGC feel, with a mix of polished and raw visuals. The opening shot of fireworks is visually appealing, while the woman's testimonial is shot in a simple, natural setting. The editing is smooth, with quick cuts between shots. The pacing is consistent, maintaining a steady flow of information. The overall aesthetic is authentic and relatable, designed to resonate with viewers who are seeking genuine solutions to their fertility challenges. # Hooks Spoken: 00:07–00:12 Female 1: Hi, I'm [Name], I'm 35, and I have PCOS, and my husband and I have been trying to conceive for 3 years. Text overlay: 00:00–00:07 Stepping into 2026 knowing it will be the year I meet the baby I prayed so hard for Visual: 00:00–00:07 A vertical shot of fireworks exploding in the night sky. The fireworks are bright and colorful, with trails of light streaking across the dark background. The camera is stationary, capturing the full display of the fireworks. Text overlay is present in the center of the frame. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration and desperation of trying to conceive for an extended period without success, despite trying various methods like ovulation strips. # Value propositions - Oova gives you the data you need to understand your body. # Benefits - Understand your body - Improve chances of conception - Get pregnant within 3 months # Features - Data-driven fertility tracking - Personalized insights - App-based system # Call to action Try Oova, it could change your life. # Social proof - "I started using Oova, and within 3 months, I got pregnant" – Female 1 (Customer) # Point of view - Customer 90% – The majority of the video is told from the perspective of a customer sharing her personal experience with the product. - Brand 10% – The brand's perspective is communicated through the final shot of the product and logo. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with a shot of fireworks and text overlay stating, "Stepping into 2026 knowing it will be the year I meet the baby I prayed so hard for." This sets a hopeful and emotional tone, immediately connecting with viewers who may share similar aspirations for parenthood. The perspective is from a woman who has been trying to conceive, and the fireworks symbolize celebration and new beginnings. - 00:07–00:12 00:07–00:12 A woman is shown speaking directly to the camera, introducing herself and stating that she is 35 years old and has PCOS. She shares that she and her husband have been trying to conceive for 3 years. This establishes her credibility as someone who has experienced fertility challenges firsthand, creating a sense of empathy and trust with the audience. - 00:12–00:16 00:12–00:16 The woman explains that she has tried everything, including ovulation strips, and nothing has worked. This highlights the frustration and desperation that many women feel when struggling with infertility, emphasizing the need for a more effective solution. - 00:16–00:20 00:16–00:20 The woman shares that she started using Oova and, within 3 months, got pregnant. This is the turning point in the narrative, offering a tangible example of how Oova can help women achieve their dreams of parenthood. The tone shifts from frustration to hope and excitement. - 00:20–00:24 00:20–00:24 The woman emphasizes that Oova gave her the data she needed to understand her body and make informed decisions. This reinforces the brand's positioning as a science-backed solution that empowers women with knowledge and control over their fertility journey. - 00:24–00:27 00:24–00:27 The woman encourages viewers to try Oova, stating that it could change their lives. This is a direct call to action, urging viewers to take the next step and explore Oova as a potential solution to their fertility challenges. - 00:27–00:30 00:27–00:30 The ad concludes with a shot of the Oova product and the brand's logo, reinforcing brand recognition and providing viewers with a clear visual of the product being promoted.

# Ad summary This ad features a woman holding a sleeping child, with text overlay promoting the Peanut app as a way for moms to find friends. # Brand positioning Peanut is presented as a social networking app designed to connect mothers with each other. The brand positions itself as a solution to the loneliness that can accompany motherhood, offering a platform to find friends who understand the unique challenges and experiences of being a mom. By likening itself to Tinder, but for mom friends, Peanut aims to normalize the process of seeking companionship and support within the parenting community. The brand's tone is casual and relatable, suggesting that finding mom friends can be as simple as using a dating app. # Product Peanut is a social networking app designed to connect mothers with each other. The app is for moms looking to find friends and combat feelings of loneliness. The ad highlights the app's unique selling proposition: it's like Tinder, but for mom friends. This comparison aims to make the concept of finding mom friends more approachable and less intimidating. The ad addresses the potential purchase barrier of feeling isolated or alone as a mother, offering Peanut as a solution to build a supportive community. # Visual style The ad has a user-generated content (UGC) style, with a natural and unfiltered aesthetic. The image appears to be taken with a smartphone, with soft lighting and minimal editing. The overall tone is casual and relatable, aiming to create a sense of authenticity and connection with the viewer. # Hooks Headline: I met my bestie on Peanut. It's like Tinder, but for mom friends. And now this feels less lonely. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of loneliness and isolation that mothers may experience, as signaled by the quote: "And now this feels less lonely." # Value propositions - Peanut: Like Tinder, but for mom friends # Benefits - Find friends - Feel less lonely # Features - Social networking app - Connects mothers with each other # Call to action None used. # Social proof - "I met my bestie on Peanut. It's like Tinder, but for mom friends. And now this feels less lonely." # Point of view - Customer: The text overlay shares a personal experience of finding a best friend on Peanut and feeling less lonely, indicating a customer's perspective. - Brand: The visual of a mother holding her child and the comparison to Tinder position Peanut as a solution for finding mom friends, representing the brand's perspective. # Storyline - The ad opens with a woman holding a sleeping child, creating a relatable and intimate scene for mothers. This visual aims to capture the viewer's attention and establish a connection with the brand by showcasing a common moment in motherhood. The perspective is from the brand, showing a real-life example of how the app can fit into a mother's life. - The text overlay introduces Peanut as a platform where the woman met her best friend, positioning the app as a solution for finding companionship. By comparing Peanut to Tinder, the ad simplifies the concept and makes it more accessible to potential users. The perspective is from a customer, sharing a positive experience and building trust in the brand. - The ad concludes with the statement that using Peanut has made the woman feel less lonely, emphasizing the emotional benefit of the app. This message aims to resonate with mothers who may be struggling with isolation and seeking connection. The perspective is from a customer, highlighting the app's ability to address a common pain point in motherhood.

# Ad summary This ad for Peanut uses a screenshot of a text message conversation to highlight the app's ability to connect mothers who are struggling with similar issues. # Brand positioning Peanut is presented as a supportive community for mothers, particularly those navigating the challenges of early motherhood and sleepless nights. The brand aims to occupy a space of understanding and connection, offering a platform where mothers can find solidarity and support. The brand aligns with values of empathy, shared experience, and mutual aid, pushing against the isolation that can come with motherhood. The brand positioning is emotional, focusing on alleviating loneliness and providing a sense of belonging. # Product Peanut is an app designed to connect mothers who are experiencing similar challenges, particularly those related to early motherhood. The ad features a screenshot of a text message conversation within the app, showing mothers supporting each other through sleepless nights and the difficulties of caring for crying babies. The app aims to address the feeling of loneliness and isolation that many new mothers experience by providing a platform for them to connect, share their experiences, and offer each other support. The ad highlights the app's ability to facilitate real-time communication and create a sense of community among its users. # Visual style The ad has a clean and modern visual style, with a focus on simplicity and clarity. The use of a screenshot of a text message conversation gives the ad a sense of authenticity and relatability. The blurred background creates a sense of intimacy and privacy, while the white iPhone screen and badges provide a clean and professional look. The typography is simple and legible, and the overall color palette is soft and muted. The ad feels platform-native, resembling a typical social media post or story. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the feeling of loneliness and isolation that many new mothers experience, particularly during late-night parenting struggles. The ad copy "Wide awake at 2am? Us too." signals this frustration. # Value propositions - Find connection and support during late-night parenting struggles. # Benefits - Feels way less lonely knowing someone else is up too. - Even just talking helps. # Features - App Store Trend of the Year: Connection - App Store APP OF THE DAY # Call to action None used. # Social proof - App Store Trend of the Year: Connection - App Store APP OF THE DAY # Point of view - Brand: The brand is speaking directly to the viewer, acknowledging a common pain point and offering a solution. # Storyline - The ad opens by directly addressing the viewer with the question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of sleep-deprived mothers and establish a sense of shared experience. The brand is speaking directly to the viewer, acknowledging a common pain point. - The ad then states, "Find us on Peanut," which is intended to introduce the Peanut app as a solution to the problem of feeling alone during late-night parenting struggles. The brand is telling the viewer where they can find a community of other mothers experiencing the same thing. - The ad features a screenshot of a text message conversation within the Peanut app, showing mothers supporting each other through sleepless nights and the difficulties of caring for crying babies. This is intended to demonstrate the app's ability to facilitate real-time communication and create a sense of community among its users. The audience is experiencing the story from the perspective of the app user, seeing the kind of support they can expect to find. - The ad highlights the app's recognition as an "App Store Trend of the Year: Connection" and "App Store APP OF THE DAY," which is intended to build credibility and trust by showcasing external validation of the app's value. An external source is highlighting the app's success and impact.

# Ad summary This ad for Peanut uses a screenshot of a text message conversation to highlight the feeling of loneliness that can come with being awake at 2am, and positions Peanut as a solution for finding connection and support during those difficult moments. # Brand positioning Peanut is presented as a social networking app designed to connect individuals who are experiencing similar life stages and challenges, particularly those related to parenthood. The brand aims to occupy a space in the consumer's mind as a supportive community where users can find understanding, reduce feelings of isolation, and share experiences. The brand aligns with values of empathy, mutual support, and shared experience, positioning itself as a resource for those seeking connection and solidarity during challenging times. It pushes against the norm of isolation and loneliness that can accompany parenthood, offering a digital solution to foster community and alleviate these feelings. # Product Peanut is a social networking app designed to connect people, particularly parents, who are experiencing similar life stages and challenges. The ad showcases a screenshot of a text message conversation within the app, highlighting the app's ability to facilitate communication and support among users. The conversation addresses the common experience of being awake at 2 am with a crying child and the feelings of loneliness and exhaustion that can accompany such moments. The app offers a platform for users to share their experiences, find solidarity, and offer each other support, even through simple conversation. The ad addresses the purchase barrier of feeling isolated and unsupported by showcasing the app's ability to provide a sense of community and understanding. # Visual style The ad has a soft, empathetic visual style. The background is blurred and dark, creating a sense of intimacy and vulnerability. The smartphone is displayed prominently in the center of the frame, highlighting the Peanut app as a solution to the problem of loneliness. The overall effect is to create a sense of connection and support. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the feeling of loneliness that can come with being awake at 2am with a crying child. "Feels way less lonely knowing someone else is up too" # Value propositions - Find connection and support during difficult moments - Facilitate communication and support among users - Provide a sense of community and understanding # Benefits - Feels way less lonely knowing someone else is up too - Even just talking helps # Call to action None used. # Social proof - App Store APP OF THE DAY - App Store Trend of the Year: Connection # Point of view - Brand: The brand is speaking directly to the viewer, establishing a sense of shared experience and empathy. - Customer: The customer is sharing their experience of being awake with a crying child and expressing feelings of exhaustion and loneliness. # Storyline - The ad opens by posing the question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of the target audience by acknowledging a common experience. The brand is speaking directly to the viewer, establishing a sense of shared experience and empathy. - The ad then directs the viewer to "Find us on Peanut", which is intended to introduce the Peanut app as a solution to the problem of being awake and lonely at 2am. The brand is positioning itself as a resource for finding connection and support during difficult moments. - The ad then shows a screenshot of a text message conversation within the Peanut app, which is intended to demonstrate the app's ability to facilitate communication and support among users. The customer is sharing their experience of being awake with a crying child and expressing feelings of exhaustion and loneliness. - The ad then shows the customer receiving supportive responses from other users, which is intended to highlight the app's ability to provide a sense of community and understanding. The customer is experiencing relief and validation through the shared experiences and support of others.

# Ad summary This ad for Peanut features a screenshot of a text message conversation between two users of the app. The conversation highlights the shared experience of being awake at 2am and the comfort of having someone to talk to. The ad aims to resonate with users who feel lonely or isolated during late-night hours and positions Peanut as a platform for connection and support. # Brand positioning Peanut is presented as a social networking app designed to connect individuals who are experiencing similar life stages or challenges, particularly those related to motherhood and raising young children. The brand aims to occupy a space of empathy and understanding, offering a supportive community where users can share their experiences, seek advice, and find companionship. Peanut positions itself as a solution to the isolation and loneliness that can often accompany parenthood, providing a platform for open and honest conversations about the ups and downs of raising children. The brand aligns with values of connection, support, and shared experience, pushing against the norms of idealized parenting and promoting a more realistic and relatable portrayal of motherhood. # Product Peanut is a social networking app designed to connect individuals, particularly mothers, who are seeking support, advice, and companionship. The app facilitates communication through text messaging, allowing users to share their experiences, ask questions, and offer encouragement to one another. The ad highlights the app's ability to provide a sense of connection and reduce feelings of loneliness, especially during late-night hours when many parents may be struggling with childcare or personal challenges. The app addresses the purchase barrier of social isolation by offering a convenient and accessible platform for finding like-minded individuals and building supportive relationships. # Visual style The ad has a clean and minimalist visual style, with a focus on the smartphone screen and the text message conversation. The use of a solid coral background creates a sense of warmth and comfort. The overall aesthetic is modern and approachable, designed to appeal to a target audience of young parents. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of feeling lonely and isolated during late-night hours, particularly for parents who may be struggling with childcare or personal challenges. The ad copy, "Wide awake at 2am? Us too," signals this frustration. # Value propositions - Find connection and support during late-night hours - Reduces feelings of loneliness by connecting you with others who are awake at 2am # Benefits - Connection - Support - Reduces feelings of loneliness # Features - Text messaging - Social networking app # Call to action None used. # Social proof - App Store APP OF THE DAY - App Store Trend of the Year: Connection # Point of view - Brand: The brand is speaking directly to the viewer, establishing a sense of shared experience and empathy in the top caption. - Customer: The customer's perspective is shown through the text messages, which reveal feelings of exhaustion, loneliness, and the need for support in the screenshot of the text message conversation. - Brand: The brand is speaking directly to the viewer, inviting them to experience the benefits of the platform for themselves in the call to action. # Storyline - The ad opens with the question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of viewers who are experiencing the same problem. The brand is speaking directly to the viewer, establishing a sense of shared experience and empathy. - The ad then shows a screenshot of a text message conversation within the Peanut app. This is intended to demonstrate how the app works and the type of conversations that take place on the platform. The customer's perspective is shown through the text messages, which reveal feelings of exhaustion, loneliness, and the need for support. - The conversation highlights the shared experience of being awake at 2am and the comfort of having someone to talk to. This is intended to reinforce the app's value proposition of connection and support. The customer's perspective is shown through the text messages, which express gratitude for having someone to lean on and the relief of knowing they are not alone. - The ad concludes with the call to action, "Find us on Peanut." This is intended to encourage viewers to download the app and join the community. The brand is speaking directly to the viewer, inviting them to experience the benefits of the platform for themselves.

# Ad summary This ad for Peanut uses a screenshot of a conversation within the app to highlight the feeling of connection and support users can find, especially during late-night parenting struggles. # Brand positioning Peanut is presented as a supportive social networking app designed to connect women through all stages of motherhood. The brand aims to occupy a space in the consumer's mind as a reliable source of support and understanding, particularly during the isolating hours of early parenthood. The brand aligns with values of community, empathy, and shared experience, pushing against the norms of isolation and judgment often associated with motherhood. The brand positioning is emotional, focusing on empowerment and connection. # Product Peanut is a social networking app designed to connect women through all stages of motherhood. The ad features a screenshot of a conversation within the app, showing users connecting late at night. The product is for mothers who are awake at 2 am and feeling isolated. The ad highlights the app's ability to provide a sense of community and support, even during the most challenging hours. The unique selling proposition is the feeling of less loneliness and the ability to connect with others who understand. The ad addresses the purchase barrier of feeling alone and unsupported during motherhood. # Visual style The ad has a clean and modern visual style, with a focus on the Peanut app interface. The use of a screenshot gives the ad a sense of authenticity and relatability. The color palette is warm and inviting, with a gradient of dark red to light red. The overall effect is polished and professional, while still feeling approachable and relatable. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling isolated and unsupported during motherhood, particularly during late-night parenting struggles. The ad copy, "Wide awake at 2am? Us too." directly acknowledges this frustration. # Value propositions - Connect with other moms who are also awake at 2am - Find support and understanding during the isolating hours of early parenthood # Benefits - Feeling of less loneliness - Ability to connect with others who understand - Support during challenging hours # Features - Social networking app - Connects women through all stages of motherhood # Call to action Find us on Peanut # Social proof - The screenshot of the conversation within the Peanut app provides social proof, demonstrating the app's ability to connect users with others who understand their struggles. The messages shared by users, such as "He's been crying for an hour and I'm running on fumes." and "Feels way less lonely knowing someone else is up too", provide firsthand accounts of the app's benefits. # Point of view - Brand: The top caption, "Wide awake at 2am? Us too. Find us on Peanut" is the brand speaking directly to the audience, acknowledging their pain point and offering a solution. - Customer: The screenshot of the conversation within the Peanut app shows the perspective of users within the app, sharing their experiences and supporting each other. # Storyline - The ad opens with a question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of sleep-deprived parents and establish a sense of shared experience. The brand is speaking directly to the audience, acknowledging their current state and implying that Peanut understands their struggles. - The ad then prompts the viewer to "Find us on Peanut", which is a direct call to action, encouraging the viewer to seek out the app as a solution to their problem. The brand is positioning itself as the answer to the viewer's late-night loneliness. - The ad then shows a screenshot of a conversation within the Peanut app, where users are sharing their experiences of being awake late at night with their children. This is intended to provide social proof and demonstrate the app's ability to connect users with others who understand their struggles. The audience is experiencing the conversation from the perspective of a user within the app, seeing the messages and interactions firsthand.

# Ad summary This ad for Peanut uses a screenshot of a text message conversation to highlight the feeling of loneliness at night and position Peanut as a solution for finding support and connection. # Brand positioning Peanut is presented as a supportive community for women, particularly mothers, who may be experiencing feelings of isolation and loneliness. The brand aims to occupy a space in the consumer's mind as a reliable source of connection and understanding, especially during challenging times like late-night parenting. The brand aligns with values of empathy, shared experience, and mutual support, pushing against the norms of idealized motherhood often portrayed in media. The brand positioning is primarily emotional, focusing on alleviating loneliness and fostering a sense of belonging. # Product Peanut is presented as a social networking app designed to connect women, particularly mothers, who are seeking support and companionship. The ad highlights the app's ability to facilitate communication and alleviate feelings of loneliness, especially during late hours. The ad showcases a text message conversation within the app, implying that users can easily find others who are experiencing similar challenges. The USPs conveyed are the app's ability to provide instant connection, emotional support, and a sense of community. The ad addresses the purchase barrier of feeling isolated or unsupported by offering a platform where users can find understanding and shared experiences. # Visual style The ad has a clean and modern visual style, resembling a screenshot from a smartphone. The production quality appears to be high, with clear text and well-defined elements. The visual motif is a direct representation of a messaging app interface, creating a sense of authenticity and relatability. The image treatment includes subtle color grading to enhance the overall aesthetic. The typography is simple and legible, with a focus on clarity and readability. The ad mimics a platform-native style, blending seamlessly into a user's feed and increasing scannability. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights the feeling of loneliness and isolation that can occur when someone is "Wide awake at 2am?" # Value propositions - Find connection and support during late-night wakefulness. # Benefits - Feels way less lonely knowing someone else is up too. - Even just talking helps. # Call to action Find us on Peanut # Point of view - Brand: The headline and call to action are from the brand's perspective, directly addressing the viewer and promoting the Peanut app as a solution. - Customer: The text message conversation is from the customer's perspective, showcasing their experiences and feelings of loneliness and support within the Peanut app. # Storyline - The ad opens with a question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of viewers who are experiencing late-night wakefulness and feelings of isolation. The brand is speaking directly to the viewer, establishing a sense of shared experience and empathy. - The ad then prompts the viewer to "Find us on Peanut", which is intended to introduce the Peanut app as a solution to the problem of late-night loneliness. The brand is directing the viewer to take action and explore the app as a means of finding connection and support. - The ad then shows a screenshot of a text message conversation within the Peanut app, which is intended to demonstrate the app's functionality and the type of interactions that take place within the community. The customer's perspective is shown through the text messages, highlighting the shared experiences and emotional support offered by the app.

# Ad summary This image ad for Peanut uses a relatable scenario of being awake at 2am to highlight the app's ability to connect people who are experiencing similar situations. The ad features a screenshot of a conversation within the app, emphasizing the feeling of connection and support it provides. # Brand positioning Peanut is presented as a social networking app designed to connect individuals who are experiencing similar life stages or challenges, particularly those related to motherhood and women's health. The brand aims to occupy a space of empathy and understanding, offering a supportive community where users can share experiences and find solidarity. Peanut positions itself as a solution to feelings of loneliness and isolation, especially during difficult times, by providing a platform for open communication and mutual support. The brand aligns with values of connection, empathy, and shared experience, pushing against the norms of isolation and competition often found in social media. Its positioning is primarily emotional, focusing on providing comfort and reducing feelings of loneliness. # Product Peanut is a social networking app designed to connect people who are experiencing similar life stages or challenges. The ad highlights the app's ability to foster connections between individuals who are awake at 2 a.m. and feeling lonely. The app features a messaging interface where users can communicate and support each other. The ad addresses the pain point of feeling isolated during difficult times, such as when one is unable to sleep or is experiencing emotional distress. The app offers a sense of community and understanding, providing a platform for users to share their experiences and find comfort in knowing that others are going through similar situations. The ad emphasizes the value of simply talking and connecting with someone who understands. # Visual style The ad has a soft, relatable visual style. The blurred background and dim lighting create a sense of intimacy and vulnerability. The smartphone screen provides a glimpse into a personal conversation, emphasizing the app's ability to foster connections. The overall aesthetic is clean and modern, with a focus on simplicity and empathy. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of feeling lonely and isolated when one is awake at 2 a.m. and unable to sleep. The ad copy, "Wide awake at 2am? Us too," signals this frustration. # Value propositions - Connect with others who are awake at 2am and feeling lonely - Find support and understanding during difficult times - Reduce feelings of isolation by connecting with others who share similar experiences # Benefits - Connect with others - Find support - Reduce feelings of loneliness # Features - Messaging interface - Social networking app # Call to action None used. # Social proof - App Store Trend of the Year: Connection - App Store APP OF THE DAY # Point of view - Brand: The brand is speaking directly to the customer, creating a sense of shared experience and empathy in the top caption. # Storyline - The ad opens with the question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of viewers who have experienced the feeling of being awake and alone in the middle of the night. The brand is speaking directly to the customer, creating a sense of shared experience and empathy. - The ad then states, "Find us on Peanut," directing the viewer to the app as a solution to their feelings of loneliness or isolation. The brand is positioning itself as a resource for connection and support. - A screenshot of a conversation within the Peanut app is shown, featuring messages from users who are awake and struggling. The customer is experiencing the conversation, which highlights the app's ability to connect people who are going through similar situations and offer each other support. - The ad includes "App Store Trend of the Year: Connection" and "App Store APP OF THE DAY" badges, building credibility and trust by highlighting the app's recognition and popularity. An external source is providing validation for the app's value and effectiveness.

# Ad summary This image ad for Peanut uses a screenshot of a text message conversation to highlight the feeling of loneliness that can come with being awake at 2am with a baby. It then positions Peanut as a solution, offering connection and support to mothers during these difficult moments. # Brand positioning Peanut is presented as a social networking app designed to connect mothers. The brand aims to occupy a space of understanding and support within the often isolating experience of motherhood. The tone is empathetic and relatable, acknowledging the challenges and loneliness that mothers can face, particularly during late-night hours. Peanut positions itself as a solution by offering a platform for connection and shared experiences, pushing against the norm of isolated parenting and promoting a sense of community and mutual support. The brand positioning is primarily emotional, focusing on alleviating loneliness and providing a sense of belonging. # Product Peanut is a social networking app designed to connect mothers. The ad showcases a screenshot of a text message conversation within the app, implying that it facilitates communication and support among users. The product is for mothers who are experiencing the challenges and isolation of parenthood, particularly during late-night hours. The ad highlights the app's ability to provide connection and understanding, addressing the pain point of feeling lonely and overwhelmed. The USPs are implied through the conversation, suggesting that Peanut offers a space for shared experiences, emotional support, and practical advice. The use occasion is clearly defined as the late-night hours when mothers are awake with their children and feeling isolated. The ad addresses the purchase barrier of skepticism by showcasing a real conversation and highlighting the value of simply talking to someone who understands. # Visual style The ad has a soft, empathetic visual style. The image of the mother and baby is slightly out of focus, creating a sense of intimacy and vulnerability. The use of a smartphone screenshot gives the ad a sense of authenticity and relatability. The overall color palette is muted, with soft pink and white accents. The badges add a touch of credibility and validation. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the feeling of loneliness and isolation that mothers can experience when they are awake at 2am with their children. "Feels way less lonely knowing someone else is up too." # Value propositions - Find connection and support during late-night hours - Shared experiences and emotional support from other mothers - Alleviate loneliness and isolation through conversation # Benefits - Connection - Support - Shared experiences - Emotional support - Practical advice - Alleviating loneliness # Features - Social networking app - Text message conversation # Call to action None used. # Social proof - App Store APP OF THE DAY - App Store Trend of the Year: Connection # Point of view - Brand: The brand is speaking directly to the target audience, establishing a relatable tone and positioning itself as a resource for mothers seeking connection and support. - Customer: The customer's perspective is shown through the text messages, highlighting the shared experiences and emotional support offered by the Peanut community. - External source: The badges that say "App of the Day" and "Trend of the Year: Connection" are intended to build credibility and trust in the brand. # Storyline - The ad opens with the question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of mothers who are experiencing the same situation, creating a sense of shared experience and understanding. The brand is speaking directly to the target audience, establishing a relatable tone. - The ad then prompts the viewer to "Find us on Peanut", which introduces the brand as a solution to the problem of late-night loneliness. The brand is positioning itself as a resource for mothers seeking connection and support. - The ad displays a screenshot of a text message conversation between two mothers, showing the kind of support and understanding that can be found on the app. The customer's perspective is shown through the text messages, highlighting the shared experiences and emotional support offered by the Peanut community. - The ad includes badges that say "App of the Day" and "Trend of the Year: Connection", which are intended to build credibility and trust in the brand. An external source is providing validation for the app's value and impact.

# Ad summary This image ad for Peanut uses a screenshot of a conversation between two users to highlight the brand's focus on connection and community for mothers. The ad speaks to the pain point of being awake at 2 am with a baby and feeling alone, and positions Peanut as a solution by offering a platform where mothers can connect and support each other. # Brand positioning Peanut is presented as a social networking app designed to connect mothers and provide a supportive community. The brand aims to occupy a space in the consumer's mind as a platform that understands the unique challenges and experiences of motherhood, particularly the feelings of isolation and exhaustion. Peanut aligns with values of connection, empathy, and shared experience, promoting a lifestyle where mothers can find support and understanding from one another. The brand pushes against the norm of feeling alone in the struggles of motherhood, offering a digital space for connection and solidarity. The brand positioning is both functional, providing a platform for communication, and emotional, fostering a sense of belonging and reducing loneliness. # Product Peanut is a social networking app designed to connect mothers with each other. The ad features a screenshot of a conversation between two users, "Kaya" and another unnamed user, highlighting the app's messaging feature. The conversation touches on the challenges of having a baby who is crying and the resulting exhaustion and feelings of loneliness. The product is for mothers who are seeking connection, support, and understanding from others who are going through similar experiences. The ad addresses the purchase barrier of feeling alone and isolated by showcasing how the app facilitates communication and community among mothers. The ad conveys that Peanut is worth trying because it offers a solution to the problem of loneliness and provides a space for mothers to connect and support each other, even in the middle of the night. # Visual style The ad has a clean and modern visual style, with a focus on simplicity and clarity. The use of a blurred background image and a clear screenshot of the app interface creates a sense of depth and realism. The white and pink color scheme is soft and inviting, while the use of badges and text adds a sense of credibility and authority. The overall style is designed to be visually appealing and easy to understand, while also conveying a sense of warmth and connection. # Hooks Headline: Wide awake at 2am? Us too. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of feeling alone and isolated when you're awake in the middle of the night with a baby. The ad copy, "Wide awake at 2am? Us too," directly addresses this frustration and establishes a sense of shared experience. # Value propositions - Peanut connects you with other mothers who are experiencing the same challenges as you, providing a sense of community and support. - The app's messaging feature allows you to easily communicate with other mothers, sharing experiences and finding comfort in knowing you're not alone. # Benefits - Connection with other mothers - Support and understanding from others who are going through similar experiences - Reduced feelings of loneliness and isolation # Features - Messaging feature within the Peanut app # Call to action Find us on Peanut # Social proof - App Store Trend of the Year: Connection - App Store APP OF THE DAY # Point of view - Brand: The brand is speaking directly to the audience, establishing a sense of shared experience and empathy. - Customer: The audience is experiencing the story from the perspective of the app users, seeing how they are able to find comfort and understanding from each other. # Storyline - The ad opens with the question, "Wide awake at 2am? Us too." This is intended to immediately grab the attention of mothers who are experiencing the common challenge of being awake in the middle of the night with their children. The brand is speaking directly to the audience, establishing a sense of shared experience and empathy. - The ad then shows a screenshot of a conversation within the Peanut app, where two users are discussing their experiences with a crying baby and feelings of exhaustion. This is intended to demonstrate how the app facilitates connection and support among mothers who are going through similar challenges. The audience is experiencing the story from the perspective of the app users, seeing how they are able to find comfort and understanding from each other. - The conversation progresses with the users expressing gratitude for having each other and acknowledging that even just talking helps. This is intended to reinforce the value of the Peanut app as a platform for connection and support, highlighting the emotional benefits of being able to share experiences and find solidarity with others. The audience is experiencing the story from the perspective of the app users, seeing how they are able to find comfort and understanding from each other. - The ad concludes with the text "Find us on Peanut" and the inclusion of "App Store Trend of the Year: Connection" and "App Store APP OF THE DAY" badges. This is intended to drive users to download the app and join the Peanut community, reinforcing the brand's positioning as a platform for connection and support. The brand is speaking directly to the audience, providing a clear call to action and highlighting the app's recognition and credibility.