How runna Advertises on Meta

# Ad summary This ad promotes Runna, a personalized running coaching app. The ad features a screenshot of the app's interface, where users can customize their running plan based on ability, distance, running days, and current 5k time. The ad encourages users to take the test to personalize their running plan. # Brand positioning Runna, by Strava, is presented as a personalized running coaching app. The brand positions itself as a tool to help runners of all levels, from beginner to advanced, achieve their running goals. The brand emphasizes personalization, allowing users to customize their running plan based on their ability, desired distance, running days, and current 5k time. This suggests that Runna aims to occupy the space of a tailored, accessible, and effective running coach in the consumer's mind, pushing against the one-size-fits-all approach of some other running apps. # Product Runna is a personalized running coaching app designed to help runners of all abilities achieve their goals. The app allows users to customize their running plan based on several factors. Users can select their ability level (Beginner, Intermediate, Advanced), desired distance (5k, 10k, Half Marathon, Marathon), and the number of running days per week (2, 3, 4, 5). Additionally, users can input their current 5k time, with a slider ranging from 15:00 to 45:00+. The app addresses the purchase barrier of uncertainty by offering a "Take the test" option, presumably to further personalize the running plan based on individual needs and goals. The app's USPs include its personalized approach and its ability to cater to runners of all levels. # Visual style The ad features a clean and minimalist design, resembling a screenshot of a mobile app interface. The color palette is primarily dark gray with coral accents to highlight selected options. The typography is simple and legible, contributing to the overall user-friendly aesthetic. The production quality is high, suggesting a professionally designed ad. # Hooks Headline: Your personalised running coaching app # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of generic, one-size-fits-all running plans that don't cater to individual needs and abilities. The ad highlights the frustration of not seeing results or feeling overwhelmed by a plan that doesn't align with one's current fitness level or goals. "Your personalised running coaching app" # Value propositions - Personalized running coaching: Tailored to your ability, distance, running days, and current 5k time. - Customizable running plan: Adjust your plan based on your preferences and goals. # Benefits - Tailored running plan to individual needs - Ability to achieve running goals - Flexibility to adjust plan based on preferences # Features - Personalized running coaching app - Customizable running plan based on ability - Customizable running plan based on distance - Customizable running plan based on running days - Customizable running plan based on current 5k time # Call to action Take the test # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's point of view, showcasing the app's features and benefits. # Storyline - The ad starts by introducing Runna as a personalized running coaching app, immediately conveying its core offering and value proposition. The brand is telling this part of the story, setting the stage for the user to understand what the app does. - The ad then showcases the app's customization options, including ability level, distance, running days, and current 5k time. This demonstrates the app's flexibility and ability to cater to individual needs. The brand is showing the user how they can tailor the app to their specific goals and preferences. - The ad concludes with a call to action to "Take the test," encouraging users to further personalize their running plan. This invites the user to engage with the app and experience its personalized coaching firsthand. The brand is prompting the user to take the next step and start their running journey with Runna.

# Ad summary A man is running an ultra marathon and is using the Runna app to help him train. He explains that he used a random online plan for his first ultra marathon, but his time wasn't something he was proud of. He then explains that Runna builds his mileage gradually based on his fitness levels and goals, includes structured intervals, and even programs in his recovery. He says he's never felt better or smarter when it comes to his training. # Brand positioning Runna is presented as a personalized running coach in your pocket. The brand aims to occupy the space of accessible, data-driven training for runners of all levels. It aligns with values of improvement, smart training, and achieving personal goals. Runna pushes against the norm of generic, one-size-fits-all training plans, offering a more tailored and effective approach. The brand positioning is both functional (personalized training, structured intervals) and emotional (feeling better and smarter about training). # Product Runna is a running training app designed to help runners of all levels achieve their fitness goals. It builds mileage gradually based on individual fitness levels and goals. The app includes structured intervals and recovery programs. The USP is personalized training that adapts to the user's fitness level and goals, providing a smarter and more effective approach to running training. The ad shows the app being used to plan and track runs, highlighting its features and benefits. The ad addresses the purchase barrier of generic training plans by offering a personalized alternative. # Visual style The ad has a UGC feel with a mix of aerial shots, close-ups of the app, and handheld shots of the man running. The editing style is quick cuts, with a consistent pace throughout the ad. The production quality is a hybrid of polished commercial and UGC, which supports the intended tone of authenticity and relatability. # Hooks Spoken: 00:00–00:03 Male 1: I'm about to run my second ever ultra marathon. Text overlay: 00:00–00:03 I'm about to / 00:01–00:03 run my second / 00:01–00:03 ever ultra marathon Visual: 00:00–00:02 An aerial shot shows a young, light-skinned man with short blonde hair running across a grassy field towards the edge of a white cliff. He is wearing a black t-shirt and black shorts. The sky is blue with scattered clouds. The camera follows him as he runs. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is using a generic, one-size-fits-all training plan that doesn't lead to satisfactory results. "Last year for my first ultra, I found just a random online plan...and even though I was able to finish the ultra, my time wasn't something I was proud of." # Value propositions - Personalized training that adapts to the user's fitness level and goals - A smarter and more effective approach to running training # Benefits - Never felt better when it comes to my training - Never felt smarter when it comes to my training # Features - Builds my mileage gradually based on my fitness levels and goals - Includes structured intervals - Programs in my recovery # Call to action None used. # Social proof - "I've never felt better or smarter when it comes to my training" – Male 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is using the Runna app to train for an ultra marathon. # Storyline - 00:00–00:06 00:00–00:06 The man is running in a field and says he is about to run his second ever ultra marathon. He says that after last time, he knew he had to do something different with his training. This is the introduction to the problem he faced with his previous training approach. - 00:06–00:07 00:06–00:07 The man is holding his phone and says that's where Runna came in. This introduces Runna as the solution to his training problem. - 00:07–00:14 00:07–00:14 The man is holding his phone and says he won't lie, last year for his first ultra, he found just a random online plan and ran with it. This explains his previous training approach and sets up the contrast with Runna. - 00:14–00:18 00:14–00:18 The man is running and says even though he was able to finish the ultra, his time wasn't something he was proud of. This highlights the unsatisfactory outcome of his previous training approach. - 00:18–00:23 00:18–00:23 The man is holding his phone and says so this time he thought he'd try Runna. He says it builds his mileage gradually based on his fitness levels and goals. This introduces the benefits of using Runna. - 00:23–00:27 00:23–00:27 The man is running and says it includes structured intervals and even programs in his recovery. This continues to highlight the benefits of using Runna. - 00:27–00:30 00:27–00:30 The man is running and says he's never felt better or smarter when it comes to his training. This is the final endorsement of Runna and its effectiveness.

# Ad summary This ad for Runna by Strava presents an interactive quiz format, inviting users to assess their running ability, distance, and frequency to determine the appropriate training plan. The ad emphasizes personalized coaching and goal-oriented training. # Brand positioning Runna by Strava is presented as a personalized running coach designed to help individuals achieve their running goals. The brand emphasizes expertise by highlighting that its programs are designed by expert coaches. The brand positions itself as a tool for runners of all levels, from beginners to advanced, and focuses on tailoring training plans to individual abilities and goals. This approach suggests a brand that values personalized fitness and expert guidance, aiming to make running more accessible and effective for its users. # Product Runna by Strava is a running training program designed to help users achieve their running goals. The program is tailored to individual abilities, ranging from beginner to advanced, and offers training plans for various distances, including 5k, 10k, half marathon, and marathon. Users can also customize the number of running days per week, selecting from 2 to 5 days. The ad features an interactive element where users can input their current 5k time to further personalize their training plan. The product addresses the barrier of finding a suitable training program by offering a customizable and expert-designed solution. # Visual style The ad features a clean and modern visual style with a dark gray background and white text. The interactive elements are presented as rounded rectangular buttons with a minimalist design. The overall aesthetic is sleek and professional, conveying a sense of expertise and personalization. # Hooks Headline: Designed by expert coaches. Built for your goals. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding a suitable and personalized running training plan. Many runners struggle to find a program that aligns with their ability level, goals, and schedule, leading to frustration and potential injury. The ad aims to solve this by offering a customizable and expert-designed solution. # Value propositions - Designed by expert coaches: Provides credibility and assurance of quality training. - Built for your goals: Offers personalized training plans tailored to individual needs and aspirations. # Benefits - Personalized training plans - Expert coaching # Features - Ability: Beginner, Intermediate, Advanced - Distance: 5k, 10k, Half Marathon, Marathon - Running Days: 2, 3, 4, 5 - Current 5k time # Call to action Take the test # Social proof - None used. # Point of view - Brand: The opening text, "Designed by expert coaches. Built for your goals," establishes the brand's promise of expert-led, personalized training. - Customer: The interactive elements, such as selecting ability level, distance goal, running days, and current 5k time, allow the user to customize their training plan. - Brand: The "Take the test" button prompts the user to engage with the program and begin their personalized training journey. # Storyline - The ad begins by highlighting that Runna's programs are designed by expert coaches and built for the user's goals, establishing credibility and relevance from the brand's perspective. This is intended to immediately convey the value of personalized, expert-led training. - The ad then presents interactive options for the user to select their ability level (Beginner, Intermediate, Advanced), distance goal (5k, 10k, Half Marathon, Marathon), and preferred running days per week (2, 3, 4, 5), allowing the user to customize their training plan from their own perspective. This is intended to engage the user and demonstrate the program's adaptability to individual needs. - The ad includes a slider for the user to input their current 5k time, ranging from 15:00 to 45:00+, further personalizing the training plan from the user's perspective. This is intended to provide a more accurate and tailored training experience. - The ad concludes with a "Take the test" button, prompting the user to engage with the program and begin their personalized training journey from the brand's perspective. This is intended to drive immediate action and encourage users to explore the program further.

# Ad summary This ad for Runna is designed to help users determine the best training plan for their running goals. The ad presents a series of questions about the user's ability, desired distance, running days, and current 5k time, allowing them to customize a plan that suits their needs. The ad concludes with a call to action to take the test. # Brand positioning Runna is presented as a running coach and training plan provider that is designed by expert coaches and built for the user's goals. The brand is positioned as a personalized and expert-driven solution for runners of all levels, from beginners to advanced marathoners. The brand aims to occupy the space of a reliable and customizable training partner, offering tailored plans to help runners achieve their specific objectives. The brand aligns with a lifestyle of fitness, goal-setting, and continuous improvement, pushing against the one-size-fits-all approach of generic training programs. The brand positioning is both functional, offering expert-designed plans, and emotional, empowering users to reach their running aspirations. # Product Runna is a personalized running training plan designed to help users achieve their running goals. The product works by allowing users to input their current ability level (Beginner, Intermediate, Advanced), desired distance (5k, 10k, Half Marathon, Marathon), number of running days per week (2, 3, 4, 5), and current 5k time (ranging from 15:00 to 35:00+). Based on these inputs, Runna creates a customized training plan tailored to the user's specific needs and goals. The product is for runners of all levels, from beginners to advanced athletes. The ad addresses the purchase barrier of uncertainty by offering a way to personalize the training plan to the user's current fitness level and goals, making it more likely to be effective and worth trying. # Visual style The ad has a clean, minimalist design with a dark background and bright text. The interactive elements are clearly defined and easy to navigate. The overall style is modern and professional, conveying a sense of expertise and personalization. # Hooks Headline: Designed by expert coaches. Built for your goals. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not knowing how to train effectively for a race or running goal. The ad copy states, 'Designed by expert coaches. Built for your goals,' which implies that without expert guidance, achieving running goals can be challenging. # Value propositions - Customized training plans based on your ability, distance goals, running days, and current 5k time - Expertly designed training to help you achieve your running goals # Benefits - Personalized training plans - Expert coaching # Features - Ability: Beginner, Intermediate, Advanced - Distance: 5k, 10k, Half Marathon, Marathon - Running Days: 2, 3, 4, 5 - Current 5k time: 15:00 - 35:00+ # Call to action Take the test # Point of view - Brand: The brand is presenting itself as a provider of expert-designed, personalized running training plans, as seen in the opening statement 'Designed by expert coaches. Built for your goals.' # Storyline - The ad starts by introducing Runna as a training program designed by expert coaches and built for the user's goals. This is intended to establish credibility and relevance, told from the brand's perspective. - The ad then presents a series of interactive questions to determine the user's ability level (Beginner, Intermediate, Advanced), desired distance (5k, 10k, Half Marathon, Marathon), number of running days per week (2, 3, 4, 5), and current 5k time (ranging from 15:00 to 35:00+). This is intended to engage the user and personalize the experience, told from the user's perspective. - The ad concludes with a call to action to 'Take the test,' prompting the user to further engage with the product and receive a personalized training plan. This is intended to drive conversion and encourage immediate action, told from the brand's perspective.

# Ad summary This ad compares a runner's marathon time with and without the Runna app. The ad features a first-person perspective of a runner during a marathon, with overlaid text and graphics highlighting the improved time achieved with the Runna training app. A download button encourages immediate action. # Brand positioning Runna is presented as a performance-enhancing training app designed to help runners achieve better results. The brand positions itself as a tool for serious runners looking to optimize their training and improve their race times. The brand aligns with a lifestyle of dedication, discipline, and continuous improvement, appealing to those who are committed to achieving their personal best. Runna pushes against the norm of generic training plans by offering a personalized, data-driven approach to running, emphasizing the functional benefits of optimized training for measurable results. # Product Runna is a training app designed to improve runners' performance, specifically in marathon races. The app provides personalized training plans that optimize runners' times and paces. The ad highlights the app's ability to reduce marathon times, as demonstrated by the comparison of times 'Without Runna' and 'With Runna.' The product is for runners who are looking to improve their race times through structured training. The ad addresses the purchase barrier of uncertainty by showing clear, measurable results, suggesting that Runna is worth trying for those seeking to enhance their running performance. # Visual style The ad has a user-generated content (UGC) style, with a first-person perspective and overlaid graphics. The visual motifs include comparison elements and direct callouts. The image treatment appears to be minimal, with natural lighting and slight color grading. The typography is large and bold, ensuring scannability. The style mimics platform-native content, making it feel authentic and engaging. # Hooks Headline: POV: You followed a training plan # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that runners may be frustrated with their current marathon times and are looking for ways to improve their performance. The 'Without Runna' time of 3:56:00 and pace of 5:21 /KM suggests a desire for faster results. # Value propositions - Achieve a faster marathon time and pace by using Runna's training app, as demonstrated by the comparison of times 'Without Runna' and 'With Runna.' # Benefits - Improved marathon time - Faster average pace # Features - TOTAL DISTANCE 42.2 KM - TIME 3:56:00 - AVG PACE 5:21 /KM - TOTAL DISTANCE 42.2 KM - TIME 3:19:00 - AVG PACE 4:41 /KM # Call to action Download Now # Point of view - Customer: The main image is from the first-person perspective of a runner during a marathon, creating a sense of immersion and relatability. - Brand: The overlaid text and graphics comparing marathon times and promoting the 'Download Now' button are from the brand's perspective, highlighting the app's benefits and encouraging action. # Storyline - The ad opens with a first-person perspective of a runner participating in a marathon, immediately immersing the viewer in the experience. This is intended to grab the attention of runners and create a sense of relatability. - Next, the ad presents a comparison of the runner's marathon time 'Without Runna' and 'With Runna,' showcasing the app's impact on performance. This is told from the brand's perspective, highlighting the app's effectiveness and value proposition. - Finally, the ad concludes with a 'Download Now' button, prompting viewers to take immediate action and try the app for themselves. This is from the brand's perspective, driving conversions and encouraging users to experience the benefits firsthand.

# Ad summary This ad uses a split screen to show two different people training for a marathon. The ad promotes Runna, a marathon training app. # Brand positioning Runna is presented as a marathon training app that helps users achieve their running goals. The brand is positioned as a supportive partner in the user's fitness journey, offering personalized training plans and expert guidance. The ad emphasizes the app's ability to make marathon training accessible and effective, regardless of the user's starting point. The brand aligns with a lifestyle of health, fitness, and personal achievement, promoting the values of dedication, perseverance, and community support. Runna aims to occupy the space of a reliable and comprehensive training resource, pushing against the norms of generic fitness apps by offering specialized marathon preparation. # Product Runna is a marathon training app designed to help users prepare for and complete a marathon. The app provides personalized training plans tailored to individual fitness levels and goals. It offers expert guidance and support throughout the training process. The app is for anyone looking to train for a marathon, regardless of their experience level. The ad highlights the app's ability to make marathon training accessible and effective. The app addresses the purchase barrier of uncertainty and lack of guidance by providing structured training plans and expert support. The ad tells the viewer that Runna is worth trying because it offers a personalized and effective approach to marathon training, increasing the likelihood of success. # Visual style The ad has a polished, commercial aesthetic with a hybrid feel. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad. The visuals are timed to the music beats. # Hooks Text overlay: 00:00–00:09 POV: You started training for a marathon with Runna Visual: 00:00–00:02 The screen is split horizontally. The top half shows a person running on a paved road with a large building and a statue in the background. The person is wearing a black tank top, black shorts, white socks, and white Adidas sneakers. The camera is low to the ground, focusing on the person's feet. The bottom half shows a person running in a park with trees and other people in the background. The person is wearing a black long-sleeved shirt, black shorts, a black baseball cap, and sunglasses. The camera is at eye level, following the person as they run. / 00:02–00:04 The screen is split horizontally. The top half shows a person running on a paved road with a large building and a statue in the background. The person is wearing a black tank top, black shorts, white socks, and white Adidas sneakers. The camera is low to the ground, focusing on the person's feet. The bottom half shows a person running in a park with trees and other people in the background. The person is wearing a black long-sleeved shirt, black shorts, a black baseball cap, and sunglasses. The camera is at eye level, following the person as they run. / 00:04–00:06 The screen is split horizontally. The top half shows a person running on a paved road with a large building and a statue in the background. The person is wearing a black tank top, black shorts, white socks, and white Adidas sneakers. The camera is low to the ground, focusing on the person's feet. The bottom half shows a person running in a park with trees and other people in the background. The person is wearing a black long-sleeved shirt, black shorts, a black baseball cap, and sunglasses. The camera is at eye level, following the person as they run. / 00:06–00:09 The screen is split horizontally. The top half shows a person running on a paved road with a large building and a statue in the background. The person is wearing a black tank top, black shorts, white socks, and white Adidas sneakers. The camera is low to the ground, focusing on the person's feet. The bottom half shows a person running in a park with trees and other people in the background. The person is wearing a black long-sleeved shirt, black shorts, a black baseball cap, and sunglasses. The camera is at eye level, following the person as they run. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that training for a marathon can be overwhelming and difficult without proper guidance. The text overlay, "POV: You started training for a marathon with Runna," suggests that the app provides a solution to this problem. # Value propositions - Runna offers personalized training plans and expert guidance, making marathon training effective and accessible for all levels. # Benefits - Effective marathon training - Accessible training for all levels # Features - Personalized training plans - Expert guidance # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the customer's point of view, showing their experience of training for a marathon. # Storyline - 00:00–00:09 00:00–00:09 The ad opens with a split screen showing two different people running in different locations. The top half of the screen shows a person running in front of a large building with a statue on top. The bottom half of the screen shows a person running in a park. The text overlay reads, "POV: You started training for a marathon with Runna." This moment is intended to convey the message that Runna can help anyone train for a marathon, regardless of their location or fitness level. The perspective is from the viewer, imagining themselves starting their marathon training with Runna. The tone is motivational and aspirational.

# Ad summary This ad promotes Runna, a running training app by Strava. The ad features an interactive quiz where users can select their ability level, desired distance, running days, and current 5k time to receive a personalized training plan. # Brand positioning Runna, by Strava, is presented as a personalized running training app. The brand positions itself as a tool to help runners of all levels, from beginner to advanced, train for various distances, from 5k to marathon. The brand aligns with a lifestyle of fitness and goal-oriented training, offering a functional solution for runners seeking structured training plans. The brand aims to occupy the space of a personalized, accessible, and effective running coach in the consumer's mind. # Product Runna is a running training app designed to provide personalized training plans. The app allows users to select their ability level (Beginner, Intermediate, Advanced), desired distance (5k, 10k, Half Marathon, Marathon), number of running days per week (2, 3, 4, 5), and current 5k time (ranging from 15:00 to 35:00+). The app addresses the purchase barrier of uncertainty by offering a "Take the test" option, implying a tailored experience based on individual inputs. The product is for runners of all levels who want a structured and personalized training plan to achieve their running goals. # Visual style The ad has a clean, minimalist visual style with a dark gray background and white text. The interactive elements are highlighted in red to draw attention. The overall aesthetic is modern and functional, resembling a mobile app interface. # Hooks Headline: Strava's Running Training App # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of not knowing how to properly train for a race or improve running performance. The ad implies that without a structured plan, runners may struggle to achieve their goals. The ad addresses this by offering a personalized training plan based on the user's current ability and goals. # Value propositions - Personalized training plans based on your ability, distance goals, running days, and current 5k time - Ability to customize your training plan to fit your individual needs and goals # Benefits - Personalized training plans - Ability to train for various distances - Customizable running schedule - Track and improve your 5k time # Features - Ability: Beginner, Intermediate, Advanced - Distance: 5k, 10k, Half Marathon, Marathon - Running Days: 2, 3, 4, 5 - Current 5k time: 15:00 - 35:00+ # Call to action Take the test # Social proof - None used. # Point of view - Brand: The brand is presenting the app and its features, aiming to attract users seeking personalized running training plans. - Customer: The customer is invited to interact with the quiz, selecting their preferences and engaging with the app's features. # Storyline - The ad opens by introducing Runna, a running training app by Strava, immediately establishing the brand and its purpose. This is told from the brand's perspective to set the stage for what the app offers. - The ad then presents an interactive quiz format, allowing users to select their ability level, desired distance, running days, and current 5k time. This is shown from the user's perspective, inviting them to engage with the app and customize their training plan. - The ad concludes with a "Take the test" call to action, prompting users to further engage with the app and receive a personalized training plan. This is from the brand's perspective, encouraging users to take the next step and explore the app's features.

# Ad summary This ad promotes the Runna app, which provides custom marathon training plans. The ad features a woman running outdoors, with text overlays highlighting the app's key features, such as custom plans, 4-5 runs per week, strength workouts, and mobility sessions. # Brand positioning Runna is presented as a fitness app that simplifies marathon preparation. The brand aims to occupy the space of accessible and personalized training, promoting a lifestyle of health and athletic achievement. It pushes against the norm of complex, generic training plans by offering custom solutions. The brand positioning is functional, focusing on performance and simplicity. # Product Runna is a fitness app designed to provide custom marathon training plans. It offers personalized workout schedules that include 4-5 runs per week, strength workouts for endurance, and mobility sessions to prevent injuries. The app is for individuals preparing for a marathon who need a structured and tailored training regimen. The ad addresses the barrier of complex training by offering a simple, custom plan. # Visual style The ad has a natural, outdoor aesthetic with bright lighting. The production quality is simple, giving it a UGC feel. The editing style includes static shots and smooth transitions. The pacing is consistent, with a moderate tempo. # Hooks Text overlay: 00:00–00:12 Preparing for a marathon is simple / 00:00–00:12 Downloading Runna to get a custom plan / 00:00–00:12 4-5 runs per week / 00:00–00:12 Strength workouts for endurance / 00:00–00:12 Mobility sessions to stay injury-free Visual: 00:00–00:07: A woman with tan skin, wearing a maroon sports bra and black shorts, runs on a paved road. The road is lined with green vegetation and palm trees. The sky is blue with some clouds. Text overlays appear on the screen. The camera follows her from the side, slightly behind. / 00:07–00:12: The camera angle changes to show the woman running directly towards the camera. The background includes palm trees and a blue sky. The text overlays remain on the screen. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the complexity and difficulty of preparing for a marathon. The ad addresses this by stating, "Preparing for a marathon is simple." # Value propositions - Simple: Preparing for a marathon is simple with Runna. - Customized: Get a custom plan tailored to your needs. - Comprehensive: Includes runs, strength workouts, and mobility sessions. # Benefits - Simple marathon preparation - Customized training - Improved endurance - Injury prevention # Features - Custom plan - 4-5 runs per week - Strength workouts for endurance - Mobility sessions to stay injury-free # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user demonstrating the benefits of the app. # Storyline - 00:00–00:07 A woman is running on a paved road lined with trees and vegetation. - 00:07–00:12 The camera angle changes to show the woman running towards the camera.

# Ad summary This ad highlights common running problems and positions the Runna app as the solution. # Brand positioning Runna, by Strava, is presented as a running training app designed to help runners overcome common challenges and improve their performance. The brand positions itself as a solution for runners who are stuck in a rut, skipping essential warm-ups, not making progress, feeling bored, or neglecting strength training. By associating with Strava, Runna leverages the credibility and recognition of a well-established fitness platform, aiming to occupy a space in the consumer's mind as a reliable and effective tool for structured running training. The brand aligns with a lifestyle of consistent improvement and comprehensive fitness, pushing against the norm of unstructured or monotonous running routines. The brand positioning is both functional, offering structured training plans, and emotional, addressing boredom and lack of progress. # Product The Runna app is a running training application designed to help runners overcome common challenges and improve their performance. It is for runners who experience issues such as running the same distance each week, skipping warm-ups, not making progress, feeling bored, or neglecting strength training. The app provides structured training plans, as shown on the phone screen displaying a "Half Marathon Plan" with progress metrics like "2/12" and "53/400 mi". The app addresses the purchase barrier of uncertainty by offering a clear solution to common running problems, making it worth trying for runners seeking structured and effective training. # Visual style The ad features a clean and minimalist visual style with a white background. The layout is divided into two distinct sections: the left side lists problems in black text with corresponding emojis, while the right side showcases the Runna app interface on a smartphone. The color palette is simple, with black text, teal accents, and the use of emojis to add visual interest. The production quality appears to be highly polished, with a focus on clarity and readability. The typography is clean and legible, and the overall design is optimized for scannability in a mobile feed. # Hooks Headline: Problem Solution # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the lack of progress and monotony experienced by runners, signaled by the text "Running the same distance each week," "Skipping my warm-up," "Not making progress," "Bored on my runs," and "Not strength training alongside my running." # Value propositions - Runna app provides structured training plans to help runners overcome common challenges and improve performance. # Benefits - Overcome common running challenges - Improve performance # Features - Structured training plans # Call to action Start Your Running Plan # Social proof - None used. # Point of view - Customer: The left side of the image lists common running problems, reflecting the frustrations and challenges experienced by runners. - Brand: The right side of the image showcases the Runna app interface, presenting it as the solution to the problems listed on the left. - Brand: The bottom of the image features a call to action button, prompting viewers to start their running plan with the Runna app. # Storyline - The ad starts by identifying common problems runners face, such as running the same distance each week, skipping warm-ups, not making progress, feeling bored, and neglecting strength training. This is presented from the perspective of the runner experiencing these frustrations, aiming to resonate with their pain points and capture their attention. - The ad then transitions to showcasing the Runna app as the solution to these problems. This is presented from the brand's perspective, highlighting the app's ability to provide structured training plans and track progress, as seen on the phone screen displaying a "Half Marathon Plan" with metrics like "2/12" and "53/400 mi". This aims to position the app as a practical and effective tool for overcoming running challenges. - The ad concludes with a call to action, "Start Your Running Plan," encouraging viewers to take the next step and engage with the app. This is presented from the brand's perspective, aiming to drive user acquisition and adoption of the Runna app.

# Ad summary This ad for Runna promotes a marathon training plan that lasts 16 weeks. The ad features a headline that reads "Road to Marathon in 16 weeks" and includes a call to action to download the app. # Brand positioning Runna is presented as a running training app designed to help users prepare for marathons. The brand is positioned as a tool to guide runners through a structured 16-week training program, suggesting a focus on organized and effective marathon preparation. The brand aligns with a lifestyle of fitness and goal-oriented training, appealing to runners who value structured training plans. Runna aims to simplify the marathon preparation process by providing a clear roadmap for runners to follow. # Product Runna is a running training app designed to help users prepare for marathons. The ad specifically highlights a 16-week training plan. The product is for runners who are training for a marathon and want a structured plan to follow. The ad shows previews of training schedules for weeks 1, 6, 10, and 16, each including a list of different types of runs (Easy Run, Strength, Tempo, Mobility, and Long Run) with distances or durations. The USPs include providing a clear, week-by-week plan to prepare for a marathon. The ad addresses the purchase barrier of uncertainty in marathon training by offering a structured, easy-to-follow plan. # Visual style The ad has a clean and minimalist visual style with a dark gradient background and white text. The layout is simple and organized, with a clear hierarchy of information. The use of colored squares next to the run types adds a touch of visual interest. The overall aesthetic is modern and professional, conveying a sense of trustworthiness and competence. # Hooks Headline: Road to Marathon in 16 weeks # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty and lack of structure in marathon training. The ad shows the viewer a structured, easy-to-follow plan. # Value propositions - Clear, week-by-week plan to prepare for a marathon # Benefits - Structured training - Marathon preparation # Features - 16-week training plan - Easy Run - Strength - Tempo - Mobility - Long Run - Taper Intervals - Race # Call to action Download now # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the app's features and benefits, and prompting the viewer to download the app. # Storyline - The ad opens by introducing Runna and its offering: a structured plan to prepare for a marathon in 16 weeks. This is told from the brand's perspective, setting the stage for what the app provides and why it's relevant to the viewer. - The ad then shows previews of the training schedules for weeks 1, 6, 10, and 16. This is told from the brand's perspective, demonstrating the app's structured approach and the progression of the training plan. - The ad concludes with a call to action to download the app. This is told from the brand's perspective, prompting the viewer to take the next step and start using Runna to prepare for their marathon.

# Ad summary A woman shares how downloading the Runna app helped her run her first marathon and become physically and mentally the healthiest she's ever felt. # Brand positioning Runna is presented as a fitness app that helps users achieve their running goals, regardless of their current fitness level. The brand is positioned as a catalyst for personal transformation, enabling users to not only improve their physical health but also their mental well-being. The brand aligns with a lifestyle of self-improvement, discipline, and goal-setting. Runna pushes against the norm of fitness apps that may seem intimidating or exclusive to experienced runners, instead offering a supportive and accessible platform for anyone looking to start or enhance their running journey. The brand positioning is both functional, in terms of providing structured training plans, and emotional, by fostering a sense of accomplishment and improved mental health. # Product Runna is a fitness app designed to help users train for and achieve their running goals, from completing their first marathon to improving their overall physical and mental health. The app works by providing structured training plans tailored to individual fitness levels and goals. The ad highlights the app's ability to transform users' lives, enabling them to accomplish feats they never thought possible, such as running a marathon. The app is for anyone looking to improve their physical fitness and mental well-being through running, regardless of their current experience level. The ad addresses the purchase barrier of self-doubt or perceived inability by showcasing a user's personal transformation and emphasizing the app's role in helping them achieve their goals. # Visual style The ad has a UGC feel, with natural lighting and handheld camera work, creating a sense of authenticity and relatability. The editing style is simple, with static shots and smooth transitions. The production quality is polished, but maintains a casual tone. The pacing is consistent, with a moderate BPM that matches the rhythm of the woman's running. The audio-visual sync is evident in the sound of the woman's footsteps, which are timed to the music beat. # Hooks Spoken: 00:00–00:07: The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt Text overlay: 00:00–00:12: The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt / 00:01–00:12: Download Runna now Visual: 00:00–00:07: A woman with tan skin, dark hair in a bun, wearing a black sports bra and black shorts, runs on a paved road. The camera follows her from the side, capturing her full body in motion. The background features lush greenery, including palm trees and rice fields, under a bright blue sky. The lighting is natural and sunny, creating a vibrant and energetic atmosphere. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of self-doubt or perceived inability to achieve running goals, such as completing a marathon. The woman's testimonial highlights how she never thought she could run a marathon until she used the Runna app: "I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt." # Value propositions - The Runna app helps users achieve their running goals, regardless of their current fitness level. - The app transforms users' lives, enabling them to accomplish feats they never thought possible. # Benefits - Run my first marathon - Become physically and mentally the healthiest I've ever felt # Features - Structured training plans # Call to action Download Runna now # Social proof - "The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt" – 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 Runna app. # Storyline - 00:00–00:07 The ad opens with a woman running on a paved road surrounded by lush greenery. - 00:00–00:07 The woman shares her personal experience of how downloading the Runna app 12 weeks ago led her to run her first marathon and become physically and mentally the healthiest she's ever felt. - 00:01–00:12 The ad concludes with a call to action to download the Runna app.

# Ad summary A woman shares how she downloaded the Runna app and was able to run her first marathon and become physically and mentally the healthiest she's ever felt. # Brand positioning Runna is presented as a running app that helps users train for races and improve their physical and mental health. The brand is positioned as a tool for achieving personal fitness goals, specifically running a marathon. The brand aligns with a lifestyle of health, fitness, and personal achievement. The brand pushes against the norm of not being able to run a marathon without the help of an app. The brand positioning is both functional (providing training plans) and emotional (promoting physical and mental well-being). # Product Runna is a running app designed to help users train for races, specifically marathons. The app provides training plans and guidance to help users achieve their fitness goals. The app is for individuals looking to improve their physical and mental health through running. The ad highlights the app's ability to help users lock in, run their first marathon, and become physically and mentally the healthiest they've ever felt. The app addresses the purchase barrier of not knowing how to train for a marathon by providing structured training plans. # Visual style The ad has a UGC feel with natural lighting and a simple editing style. The production quality is decent, with clear visuals and a focus on the subject. The pacing is moderate, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:06 The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt Text overlay: 00:00–00:06 The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt / 00:01–00:06 Download Now Visual: 00:00–00:06 A woman with blonde hair in a ponytail, wearing a black long-sleeve shirt and black shorts, is running on a blue track. The background shows a stadium and a city skyline under a bright sky. The camera is positioned to the side of the woman, capturing her running motion. The framing is a medium shot, focusing on the woman's body. The camera moves along with the woman, keeping her in the frame. The lighting is natural and bright. The Runna app is briefly shown on the phone. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty and uncertainty of training for a marathon without proper guidance or a structured plan. "I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt" suggests the user previously lacked the means to achieve these goals. # Value propositions - The Runna app helps users achieve their fitness goals, specifically running a marathon, and improve their physical and mental health. # Benefits - Run my first marathon - Become physically and mentally the healthiest I've ever felt # Features - Training plans # Call to action Download Now # Social proof - "The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt" – 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 Runna app. # Storyline - 00:00–00:06 00:00–00:06 A woman is running on a track. She is sharing how downloading the Runna app helped her run her first marathon and become physically and mentally the healthiest she's ever felt. The message is to convey the positive impact of the Runna app on the woman's life. The perspective is from the woman, sharing her personal experience. The tone is enthusiastic and grateful. This moment sets the stage for the ad by introducing the product and its benefits. - 00:06–00:07 00:06–00:07 The screen transitions to a view of the Runna app on a phone. The message is to showcase the app's interface and features. The perspective is from the brand, highlighting the app's functionality. The tone is informative and promotional. This moment provides a visual representation of the product being discussed. - 00:07–00:09 00:07–00:09 The screen displays the Runna logo and a call to action to download the app. The message is to encourage viewers to download the app. The perspective is from the brand, directly addressing the audience. The tone is direct and action-oriented. This moment concludes the ad with a clear call to action.

# Ad summary This ad shows a woman running and tracking her progress using the Runna app. The ad shows her progress over four months, culminating in her running a marathon. # Brand positioning Runna is presented as a running app that helps users achieve their fitness goals. The brand is positioned as a tool for serious runners who want to track their progress and improve their performance. The brand aligns with a lifestyle of fitness and dedication, and it pushes against the norm of casual running by focusing on structured training and measurable results. The brand positioning is functional, emphasizing performance and achievement. # Product Runna is a running app designed to help users track their progress and achieve their fitness goals. The app is for runners of all levels, from beginners to experienced marathoners. The app provides users with a structured training plan, tracks their distance, time, and pace, and provides feedback on their performance. The app's USP is its ability to help users achieve their running goals through structured training and measurable results. The ad shows the app being used during training runs and a marathon, highlighting its versatility and effectiveness. The ad addresses the purchase barrier of uncertainty by showing the user's progress over four months, demonstrating the app's ability to deliver results. # Visual style The ad has a polished, commercial aesthetic with quick cuts and smooth transitions. The production quality is high, giving it a professional feel. The pacing is consistent, with cuts timed to the music beats. The visual motif is the runner's progress, shown through the changing stats and the transition from training to marathon. # Hooks Text overlay: 00:00–00:09: POV: / 00:00–00:09: You stick with your Runna plan for 4 months / 00:00–00:03: DISTANCE / 00:00–00:03: 7.10 KM / 00:00–00:03: TIME / 00:00–00:03: 39:39 / 00:00–00:03: AVG PACE / 00:00–00:03: 5:35/KM Visual: 00:00–00:03: A woman with blonde hair in a ponytail, wearing a bright green long-sleeved athletic shirt and black earbuds, runs across a stone bridge. The camera is positioned slightly behind and to the side of her, capturing her in motion. In the background, a river reflects the colors of the sunrise, with trees and buildings visible in the distance. A text overlay displays running stats. # Funnel stage Consideration # Pain points The ad implies the pain point of struggling to stick to a running plan and achieve fitness goals. The text overlay "You stick with your Runna plan for 4 months" suggests that the product helps overcome this challenge. # Value propositions - Achieve your running goals by sticking to your Runna plan for 4 months # Benefits - Helps you stick to your running plan - Helps you achieve your running goals # Features - Tracks distance - Tracks time - Tracks average pace - Provides a running plan # Call to action Download Runna now # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a runner using the Runna app. # Storyline - 00:00–00:03 The ad opens with a woman running on a bridge at sunrise. - 00:00–00:03 The text overlay shows her distance, time, and average pace. - 00:03–00:09 The ad then cuts to the same woman running a marathon. - 00:03–00:09 The text overlay shows her marathon distance, time, and average pace. - 00:03–00:09 The ad ends with a call to action to download Runna now.

# Ad summary This ad promotes Runna, a running app that helps users train for races. The ad features a man who used a random online plan to train for his first ultra marathon, but wasn't happy with his time. He then used Runna to train for his next race, and felt better and smarter about his training. # Brand positioning Runna is presented as a running app that helps users train for races. The brand aims to occupy the space of a personalized and effective training tool for runners of all levels. The brand aligns with values of improvement, structure, and smart training. Runna pushes against the norm of generic online training plans by offering a tailored approach based on individual fitness levels and goals. The brand positioning is both functional (providing structured intervals and recovery programs) and emotional (making users feel better and smarter about their training). # Product Runna is a running app designed to help users train for races. It builds mileage gradually based on fitness levels and goals. The app includes structured intervals and even programs in recovery. The app is for anyone looking to improve their running performance and feel more confident in their training. The ad highlights the USP of personalized training plans tailored to individual fitness levels and goals. The use occasion shown is training for an ultra marathon. The ad addresses the purchase barrier of generic online training plans by offering a more structured and personalized approach. # Visual style The ad has a UGC feel with natural lighting and outdoor settings. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of UGC and polished commercial. The pacing is consistent throughout the ad. # Hooks Spoken: Not sure where to start on ultra marathon training? Text overlay: Not sure where to start on / ultra marathon training? Visual: 00:00–00:02: An aerial shot shows a man running on a grassy field near a cliff. The sky is blue with some clouds. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty of finding a suitable training plan for an ultra marathon. The ad shows the man using a "random online plan" for his first ultra marathon, but he wasn't proud of his time. # Value propositions - Personalized training plans tailored to individual fitness levels and goals - Structured intervals and recovery programs for optimal training - Improved training experience leading to feeling better and smarter # Benefits - Felt better - Felt smarter when it comes to my training # Features - Builds my mileage gradually based on my fitness levels and goals - Includes structured intervals - Includes programs in my recovery # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing his experience with the Runna app. # Storyline - 00:00–00:01 The ad opens with a question about where to start with ultra marathon training. - 00:01–00:05 The speaker admits he didn't know where to start either, but now he has Runna. - 00:05–00:12 The speaker shares that for his first ultra marathon, he used a random online plan. - 00:12–00:16 He was able to finish the ultra, but wasn't proud of his time. - 00:16–00:18 This time, he decided to try Runna. - 00:18–00:21 Runna builds mileage gradually based on fitness levels and goals. - 00:21–00:25 It includes structured intervals and even programs in recovery. - 00:25–00:29 The speaker says he's never felt better or smarter when it comes to his training.

# Ad summary A woman is running outside and talking about how the Runna app helped her lock in, run her first marathon, and become physically and mentally the healthiest she's ever felt. # Brand positioning Runna is presented as a running app that helps users train for races and improve their overall health. The brand is positioned as a tool for achieving personal fitness goals, particularly for running enthusiasts. The ad emphasizes the transformative impact of the app on the user's physical and mental well-being, suggesting a focus on holistic health. The brand aligns with a lifestyle of active fitness and personal achievement, pushing against the norm of casual fitness apps by focusing on serious training and marathon preparation. The brand positioning is both functional (providing training plans) and emotional (promoting health and personal achievement). # Product Runna is a running app designed to help users train for races, particularly marathons, and improve their overall physical and mental health. The app provides structured training plans tailored to individual goals and fitness levels. It is implied that the app is for individuals who are serious about running and want to achieve specific race-related goals. The app's USP is its ability to help users "lock in," run their first marathon, and become physically and mentally healthier. The ad shows the app being used to track and plan workouts, suggesting it is a comprehensive training tool. The ad addresses the purchase barrier of uncertainty by showcasing a user's positive experience and transformative results. # Visual style The ad has a UGC feel with natural lighting and outdoor settings. The editing style is simple, with smooth transitions between shots. The production quality is decent, giving it a polished yet authentic feel. The pacing is moderate, with cuts timed to key moments in the voiceover. The audio-visual sync is well-coordinated, with visuals supporting the spoken message. # Hooks Spoken: 00:00–00:10 The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt Text overlay: 00:00–00:10 The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt / 00:03–00:10 Download Now Visual: 00:00–00:10 A woman is running on a paved path next to a mossy wall. The background is lush greenery. The woman is wearing a light-colored sports bra, black shorts, yellow socks, and colorful running shoes. She has her hair pulled back in a ponytail. The camera is positioned to the side, following her as she runs. The lighting is natural, and the textures of the moss and greenery are visible. The product, Runna app, is not directly visible but is implied through her testimonial. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the difficulty in staying motivated and achieving fitness goals, particularly running a marathon. # Value propositions - Achieve fitness goals with structured training plans - Transformative impact on physical and mental well-being # Benefits - Helps users "lock in" - Run first marathon - Become physically and mentally healthier # Features - Structured training plans - App interface for tracking workouts # Call to action Download Now # Social proof - "The butterfly effect is crazy because if I hadn't seen that ad for Runna and downloaded it 12 weeks ago, I never would've locked in, run my first marathon, and become physically and mentally the healthiest I've ever felt" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her positive experience with the Runna app. # Storyline - 00:00–00:10 A woman is running outside on a paved path next to a mossy wall. - 00:00–00:10 She is sharing her personal experience with the Runna app and how it helped her achieve her fitness goals. The perspective is from the woman's point of view, sharing her personal transformation. The tone is enthusiastic and grateful. - 00:10–00:12 The ad transitions to a screen recording of the Runna app interface on a phone. - 00:10–00:12 This is to show the app's features and functionality. The perspective shifts to a brand-focused view, showcasing the app's interface. The tone is informative and promotional. - 00:12–00:14 The ad ends with a black screen displaying the Runna logo, the tagline "by Strava," and a call to action to download the app. - 00:12–00:14 This reinforces the brand identity and provides a clear next step for viewers. The perspective is from the brand, aiming to drive downloads. The tone is direct and action-oriented.

# Ad summary This ad promotes the Runna app as the secret to the best 16 weeks of marathon training. It features a man running in a park, with text overlays highlighting the app's name and benefits. # Brand positioning Runna is presented as a modern, tech-forward brand that caters to runners looking to optimize their marathon training. The brand aims to occupy the space of a personal running coach in the consumer's mind, offering a convenient and effective solution for achieving peak performance. The brand aligns with a lifestyle of fitness, dedication, and self-improvement, pushing against the norms of traditional, less personalized training methods. The brand positioning is functional, focusing on performance and simplicity, while also tapping into the emotional desire for achievement and personal growth. # Product Runna is a marathon training app designed to provide users with a personalized and effective 16-week training program. The app is for runners of all levels who are looking to improve their marathon performance. The ad highlights the app as the 'secret for the best 16 weeks of marathon training,' implying that it offers unique and superior training methods. The app addresses the purchase barrier of uncertainty and complexity in marathon training by providing a structured and guided approach. The ad focuses on the value of the app in helping runners achieve their best possible marathon training experience. # Visual style The ad has a polished, commercial aesthetic with bright, natural lighting. The editing style is simple with static shots and smooth transitions. The production quality is high, creating a professional and appealing look. The pacing is consistent, with a moderate tempo that matches the rhythm of the running. The audio-visual sync is subtle, with the music complementing the visuals. # Hooks Text overlay: 00:00–00:09 The secret for the best 16 weeks of marathon training? Visual: 00:00–00:04: A man is running on a paved path in a park. The background includes green trees, other people walking and sitting on benches, and a clear blue sky. The man is wearing a black long-sleeve shirt, black shorts with white stripes, white socks, and gray running shoes. He is also wearing sunglasses and a black baseball cap. The camera is positioned at a low angle and follows the man as he runs, creating a sense of motion. The lighting is bright and sunny, with some shadows cast by the trees. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that marathon training can be difficult and confusing, with the question 'The secret for the best 16 weeks of marathon training?' suggesting that there is a need for a better, more effective approach. # Value propositions - The Runna app provides the secret to the best 16 weeks of marathon training. # Benefits - Best marathon training # Features - 16-week marathon training program # Call to action None used. # Social proof - None used. # Point of view - External source 100% – The entire video is shot from an external perspective, observing the runner and the environment. # Storyline - 00:00–00:04 The ad opens with a shot of a man running in a park, with text overlay asking, 'The secret for the best 16 weeks of marathon training?' This is intended to grab the viewer's attention and introduce the topic of marathon training. The perspective is from an external observer, capturing the runner in motion. - 00:04–00:09 The text overlay changes to 'Downloading Runna,' suggesting that the app is the answer to the question posed in the previous scene. This is intended to introduce the Runna app as the solution for effective marathon training. The perspective remains from an external observer, focusing on the runner and the app's name. - 00:09–00:14 The ad continues to show the man running, reinforcing the visual of marathon training. This is intended to maintain the viewer's focus on the topic and build anticipation for the app's benefits. The perspective remains from an external observer, capturing the runner in motion.

# Ad summary This ad promotes the Runna app, showcasing how it can transform a casual interest in running into a dedicated lifestyle. The ad features a runner on a city street, with text overlays illustrating the progression from downloading the app to running a marathon and integrating running into their daily routine. # Brand positioning Runna is presented as a fitness app that helps users transform their interest in running into a consistent lifestyle. The brand positions itself as a catalyst for turning casual runs into structured plans, marathons, and ultimately, a lasting commitment to fitness. It aligns with values of self-improvement, goal-setting, and the integration of exercise into daily life. The brand pushes against the notion that running is only for serious athletes, instead promoting it as an accessible activity for anyone looking to improve their health and well-being. The brand positioning is both functional, by providing structured training plans, and emotional, by fostering a sense of accomplishment and lifestyle integration. # Product Runna is a fitness app designed to help users integrate running into their lifestyle. The app provides structured training plans that progress from casual runs to marathon preparation. It is for anyone looking to transform their interest in running into a consistent routine. The ad highlights the app's ability to turn a single run into a structured plan, a marathon goal, and ultimately, a lifestyle. The app addresses the barrier of not knowing how to start or progress in running by providing guided plans and structure. The ad emphasizes the app's ability to help users achieve significant fitness goals, such as running a marathon, and integrate running into their daily routine. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the runner's journey. The editing style includes smooth transitions and static shots that follow the runner's motion. The production quality is high, giving the ad a professional feel. The pacing is consistent, with the camera movements and text overlays timed to match the runner's rhythm. The audio-visual sync is well-coordinated, enhancing the overall impact of the ad. # Hooks Text overlay: 00:00–00:13 All from downloading Runna 16 weeks ago Visual: 00:00–00:02: A person is running on a city street. The camera follows from behind, showing their back and legs in motion. The background includes a tall building and some street infrastructure. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is not knowing how to start or progress in running. This is signaled by the ad's emphasis on providing guided plans and structure. # Value propositions - Runna helps you transform a casual interest in running into a dedicated lifestyle. - Runna provides structured training plans that progress from casual runs to marathon preparation. # Benefits - Transform interest in running into a consistent routine - Achieve significant fitness goals - Integrate running into daily routine # Features - Structured training plans - Guided plans # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user who has experienced the benefits of the Runna app, showcasing their journey and transformation. # Storyline - 00:00–00:13 The ad begins with a runner on a city street, with text overlays illustrating the progression from downloading the app to running a marathon and integrating running into their daily routine.

# Ad summary This ad features a woman named Aisha who shares how she was able to take 25 minutes off her marathon time with the help of Runna, a running plan app. She explains that she didn't properly train for her first marathon, but Runna gave her a custom plan designed for her goals and adaptable to her fitness level, giving her the confidence and skill set to run her best marathon yet. She encourages viewers to download Runna today to run their best race. # Brand positioning Runna is presented as a personalized running plan app designed to help individuals achieve their marathon goals. The brand emphasizes adaptability to fitness levels and custom plans tailored to individual goals. Runna aims to occupy the space of a supportive and effective training tool, aligning with values of personal achievement and improved performance. The brand pushes against the norm of generic training plans by offering a personalized approach, positioning itself as a solution for runners seeking targeted and adaptable training. # Product Runna is a running plan app designed to help individuals properly train for marathons and improve their race times. The app provides users with a custom plan tailored to their goals and fitness level. It offers personalized training schedules and adapts to the user's fitness progress, providing the confidence and skill set needed to run their best race. The app addresses the common barrier of improper training by offering a structured and adaptable plan, making it easier for users to achieve their marathon goals. # Visual style The ad has a UGC feel with a mix of selfie-style shots and professionally filmed running scenes. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of casual and polished, supporting the authentic and relatable tone. The pacing is consistent, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:03 This is how I took 25 minutes off my marathon time. Text overlay: 00:00–00:03 This is how / 00:01–00:03 I took 25 minutes / 00:01–00:03 off my marathon time. Visual: 00:00–00:03: Aisha, a young Black woman with her hair in a ponytail, is wearing a black tank top and sunglasses on her head. She is standing in a crowd of people at the end of a marathon, with tall buildings in the background. She is holding the camera in selfie style, smiling and talking. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle of improper training for marathons, which can lead to poor performance and frustration. Aisha mentions, "When I ran my first marathon last year, I didn't properly train at all." # Value propositions - Personalized running plan: Tailored to individual goals and fitness levels for effective training. - Adaptable training: Adjusts to fitness progress, ensuring continuous improvement and confidence. # Benefits - Properly train with a running plan - Confidence and skill set to run my best marathon yet # Features - Custom plan - Designed for my goals - Adaptable to my fitness levels # Call to action Download Runna today. # Social proof - "This is how I took 25 minutes off my marathon time" – Aisha (Customer) - "I PR'd at the Chicago Marathon" – Aisha (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer, Aisha, sharing her personal experience and success using the Runna app. # Storyline - 00:00–00:03 Aisha introduces herself and states that she took 25 minutes off her marathon time. - 00:03–00:07 Aisha shares that she PR'd at the Chicago Marathon this year. - 00:07–00:11 Aisha explains that she didn't properly train for her first marathon last year and just wanted to finish. - 00:11–00:16 Aisha states that she wanted to give it her all this time. - 00:16–00:21 Aisha credits Runna for helping her properly train with a personalized running plan. - 00:21–00:30 Aisha explains that Runna gave her a custom plan designed for her goals and adaptable to her fitness level, giving her the confidence and skill set to run her best marathon yet. - 00:30–00:34 Aisha encourages viewers to download Runna today to run their best race.

# Ad summary This ad for Runna, a running app by Strava, uses a simple, text-based design to appeal to runners of all levels, from those aiming for their first 5k to seasoned half-marathoners. The ad highlights the app's ability to help users achieve their running goals. # Brand positioning Runna, powered by Strava, positions itself as a supportive and accessible running coach for individuals at any stage of their running journey. The brand aims to occupy the space of a personalized and adaptable training companion, helping users progress from their first 5k to their next half marathon. Runna promotes a growth-oriented mindset, emphasizing achievement and personal development in running. The brand appears to ignore the norm of intense competition, and instead focuses on personal progress and accessibility. # Product Runna is a running app designed to help users achieve their running goals, from completing a first 5k to training for a half marathon. The app is implied to be for runners of all levels, as the ad speaks to both beginners and more experienced runners. The ad highlights the app's ability to guide users through their running journey, suggesting personalized training plans and support. The ad addresses the purchase barrier of uncertainty or lack of guidance by offering a clear path to achieving running milestones. # Visual style The ad has a clean and minimalist visual style, with a focus on typography and a simple color palette. The production quality appears to be highly polished, with a focus on legibility and clarity. The visual motifs include a grid layout and a clear hierarchy of information. The image treatment includes background removal and subtle color grading. The typography is large and bold, designed to be easily scannable in a mobile feed. # Hooks Headline: I want to run a # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of not knowing how to train for a race. The ad states "I want to run a 5k/10k/Half marathon", which implies that the user does not know how to achieve this goal. # Value propositions - Runna helps you progress from your first 5k to your next half marathon. # Benefits - Achieve running goals - Progress from shorter to longer distances # Features - Personalized running plans - Support for all running levels # Call to action Download Runna now # Social proof - None used. # Point of view - Customer: The phrase "I want to run a" expresses the desire of a potential user to achieve specific running goals. - Brand: The tagline "From your first 5k, to you next half marathon. Runna get's you there" and the call to action to download the app are from the brand, reinforcing the app's ability to support users at every stage of their running journey. # Storyline - The ad opens with the phrase "I want to run a," immediately drawing the viewer in by speaking to their personal aspirations. The message is from the perspective of a potential user, expressing a desire to achieve specific running goals. - The ad then lists running distances, including "5k" and "10k" with a strikethrough, and "Half marathon" in a larger font, indicating a progression of goals. This is from the brand's perspective, suggesting that the app can help users advance from shorter to longer distances. - The ad concludes with the tagline "From your first 5k, to you next half marathon. Runna get's you there" and a call to action to download the app. This is from the brand's perspective, reinforcing the app's ability to support users at every stage of their running journey.

# Ad summary This ad compares workout options before and after using the Runna app. # Brand positioning Runna is presented as a fitness app aimed at runners who want structure and variety in their training. The brand appears to occupy a space that contrasts with unstructured, monotonous running routines, offering a diverse set of workouts tailored to different goals. Runna's positioning is functional, focusing on the performance benefits of structured training rather than emotional or lifestyle branding. The brand targets individuals seeking effective and varied training plans for running, promising an upgrade from repetitive runs. # Product Runna is portrayed as a fitness app designed to diversify and structure running workouts. The ad shows the app providing users with a range of workout options beyond just basic runs. These options include 'Easy Run,' 'Long Run,' 'Intervals,' 'Tempo,' 'Time Trial,' 'Free Run,' 'Hill Run,' and 'Race'. The app is implied to be for runners who want to add variety to their training regimen. The ad addresses the potential purchase barrier of monotonous routines by showcasing the app's diverse workout offerings. The ad conveys that Runna is worth trying for runners who seek structured and varied training plans, leading to more effective and engaging workouts. # Visual style The ad has a clean, minimalist aesthetic with a dark background. The visual motifs include a grid layout for presenting content in a structured manner. The image treatment involves color-coding the workout options in the 'After Runna' section to highlight the variety and make it visually appealing. The typography is large and bold, making the text easy to read and scannable. The ad mimics the design style of app interfaces, enhancing scannability and stop power in the feed. # Hooks Headline: Before Runna # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of repetitive and monotonous running routines. The repetitive listing of the word "Run" visualizes the lack of variety in a runner's training. # Value propositions - Runna transforms monotonous routines into engaging and structured workouts. # Benefits - Provides a variety of structured running workouts - Offers diverse training plans beyond basic runs # Features - Easy Run - Long Run - Intervals - Tempo - Time Trial - Free Run - Hill Run - Race # Call to action Download now # Social proof - None used. # Point of view - Customer: The 'Before Runna' section reflects a runner's experience of monotonous workouts, showing their frustration with repetitive routines. - Brand: The 'After Runna' section promotes the app's diverse workout options, showcasing the solution Runna provides to monotony. - Brand: The 'Download now' button prompts the audience to take immediate action and start using the app, encouraging engagement with the product. # Storyline - The ad first presents the user's perspective of running before using Runna, depicting it as a repetitive and monotonous activity, highlighting the problem of lacking variety in workouts. - Then the ad transitions to showcase what running is like with Runna, presenting a diverse range of workout options that are more structured. This demonstrates the app's ability to transform the user's running routine into a more engaging one. - Finally, the ad concludes by directing viewers to download the app, issuing a call to action to begin enhancing their running experience with Runna.