How Strava Advertises on Meta

# Ad summary This ad promotes Strava as a versatile app for tracking various fitness goals, not just marathon training. It features a creator who uses Strava to track her runs and pet dogs along the way. The ad highlights the app's ease of use in choosing routes and its ability to help users track their progress, regardless of their specific goals. # Brand positioning Strava is presented as a fitness app that caters to a wide range of active individuals, not just serious athletes. The brand aims to occupy a space in the consumer's mind as a versatile and accessible tool for tracking various fitness activities and goals. The brand aligns with values of consistency, progress, and enjoyment of physical activity. It pushes against the norm that fitness apps are only for intense training, positioning itself as suitable for everyday activities and casual users. The brand positioning is both functional (tracking metrics) and emotional (making memories, enjoying the process). # Product Strava is a fitness tracking app designed for active people with any goal. It allows users to track distance, pace, and consistency in their activities. The app features effortless route selection, enabling users to choose routes that match their desired workout intensity and duration. Strava addresses the purchase barrier of being perceived as only for marathon training by showcasing its utility for casual activities like short, enjoyable runs. The ad emphasizes that Strava helps users track their progress and achieve their goals, whatever they may be. # Visual style The ad has a UGC feel, with handheld camera work and natural lighting. The editing style includes quick cuts to maintain a fast pace. The production quality is polished, giving it a professional yet authentic feel. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. # Hooks Spoken: Today's mission: pet as many dogs as humanly possible in one run. Text overlay: 00:00–00:03: Dog Count: 1 🐶 Visual: 00:00–00:01: A young woman with long brown hair in a high ponytail, wearing a black athletic top and leggings, stands on a sidewalk next to a metal fence. She smiles and looks at the camera, which is positioned at a low angle. The background shows a brick building and trees. / 00:01–00:03: Split screen. Top: A tan dog with a blue harness is being petted. Bottom: A white dog with a black harness is being petted. A pink heart emoji with sparkles is in the middle of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of fitness tracking apps being perceived as only for serious athletes or marathon training. This perception can deter casual users who have different fitness goals or prefer less intense activities. # Value propositions - Strava helps you track your goals, whether it's distance, pace, or just showing up each day. - Strava isn't just for marathon training. Whatever the goal, Strava is here to help me track it. # Benefits - Helps you stay on track - Best way to track my goals - Helps you show up each day - Slow miles make the best memories # Features - Tracks distance - Tracks pace - Effortless route selection # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a Strava user, sharing her personal experience and use cases. # Storyline - 00:00–00:03 The creator states her mission for the day is to pet as many dogs as humanly possible. - 00:03–00:05 She uses Strava to make sure she stays on track. - 00:06–00:11 She says that Strava is the best way to track her goals, whether it's distance, pace, or just showing up each day. - 00:11–00:14 She loves how effortless it is to choose a route. - 00:15–00:20 She says that some days she wants to push her endurance with a long run, but today she just wants to keep it short and enjoy the lakefront, so that's the route she picked. - 00:21–00:23 She says that slow miles make the best memories. - 00:23–00:24 She says that Strava isn't just for marathon training. - 00:25–00:27 She says that whatever the goal, Strava is here to help you track it.

# Ad summary This Strava image ad features two women running outdoors on a sunny day. The ad emphasizes the brand's connection to both physical health and overall happiness. # Brand positioning Strava is presented as a brand deeply intertwined with personal well-being. It positions itself as more than just a fitness app, but a companion on the journey to both physical health and overall happiness. The brand values the freedom and joy of movement, connecting it to a lifestyle that is both active and fulfilling. Strava appears to push against the more competitive or data-driven aspects of the fitness category, instead focusing on the intrinsic rewards of exercise and the positive impact on one's life. # Product Strava is a digital platform designed to track and analyze athletic activity. The product, as implied by the ad, provides a way for people to monitor their physical activities like running. The platform appears to cater to individuals who value both physical health and mental well-being, suggesting a holistic approach to fitness. The ad alludes to a community or social aspect, where users may find support and camaraderie. The implied purchase barrier being addressed is the perception of fitness as a chore or a means to an end, reframing it instead as a path to happiness. # Visual style The ad has a natural and energetic visual style. It features a bright and sunny outdoor setting to associate the product with joy, movement, and well-being. The color grading is realistic, with slightly enhanced warmth. The overall effect is designed to be uplifting and motivational. # Hooks Headline: Your Health. Your Happiness. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Achieve health and happiness with Strava. # Benefits - Your Health. - Your Happiness. # Call to action None used. # Social proof - None used. # Point of view - Brand: Top of image, brand logo and at the bottom of the image with the headline. This is where the brand introduces itself and what they stand for. - Customer: Featured runners, expressing joy and freedom. # Storyline - The image opens with a bright outdoor scene, showcasing two runners enjoying their time. This sets the stage for a message about health and happiness, from a 'customer's' perspective, as they get to experience the outdoors. - The brand is featured at the top of the image, indicating brand awareness. - The headline states, 'Your Health. Your Happiness.' (bottom of image), from the brand's perspective, linking the use of the brand to a positive outcome.

# Ad summary This ad showcases the Strava app, which helps users track their fitness activities. The ad features a woman running outdoors, interspersed with animated graphics and text overlays that highlight the app's functionality and motivational aspects. # Brand positioning Strava is presented as a fitness app designed to inspire and track athletic activities. The brand aims to occupy a space in the consumer's mind as a motivator, encouraging users to find adventure and stay active. It aligns with a lifestyle of fitness and outdoor exploration. The brand positioning is both functional, by providing tools to track progress, and emotional, by fostering a sense of adventure and achievement. The ad emphasizes personal growth and exploration through physical activity. # Product Strava is a fitness tracking application designed to help users track their adventures and physical activities. The app encourages users to find their adventure. It is for anyone who is interested in fitness activities, particularly running. The ad focuses on the motivational aspect of the app, suggesting it helps users stay active and explore new routes. It doesn’t address specific purchase barriers but emphasizes the joy and exploration facilitated by the app. The app has a bright and clean design, which is shown by the graphics in the ad. # Visual style The ad has a bright and energetic aesthetic. The editing style features quick cuts and dynamic transitions that keep the pace lively. The production quality is polished. The cuts are timed to the music. There is a recurring visual motif of animated, hand-drawn-style illustrations in the background. # Hooks Spoken: 00:00–00:03: [Upbeat] Find your adventure with Strava. Text overlay: 00:00–00:13: Find your adventure with / 00:00–00:13: STRAVA Visual: 00:00–00:03: A woman with dark hair and sunglasses, wearing an orange long-sleeve shirt and black shorts, is running towards the camera. She is centered in the frame. The background is a textured, dark teal color with hand-drawn-style illustrations of clouds and ocean waves in a lighter teal. A subtle, hazy glow effect surrounds the woman. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Find your adventure with Strava. # Benefits - Stay active - Explore new places # Features - Fitness tracking - Adventure routes # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a user or potential user of the Strava app, showcasing the running experience. # Storyline - 00:00–00:03 The ad opens with a woman running against an animated backdrop featuring outdoor elements. - 00:03–00:07 The scene transitions to a montage of outdoor running locations, showing diverse paths and environments. - 00:07–00:09 The focus shifts to the woman running and her perspective is highlighted by quick cuts of her feet hitting the pavement. - 00:09–00:13 The woman continues running in various outdoor settings.

# Ad summary This ad promotes Strava as an app for active people. The ad features a woman who uses Strava to track her goals while walking and petting dogs. She highlights the app's ability to track distance, pace, and consistency, as well as its ease of use for choosing routes. The ad emphasizes that Strava is not just for marathon training, but for any fitness goal. # Brand positioning Strava is presented as a versatile and accessible fitness tracking app for active people. The brand aims to occupy a space in the consumer's mind as a tool for tracking various fitness goals, not just intense training like marathon preparation. The brand aligns with values of consistency, goal-setting, and enjoying the process of staying active. Strava pushes against the norm that fitness tracking is only for serious athletes, positioning itself as suitable for anyone with any fitness goal. The brand positioning is both functional (tracking metrics, choosing routes) and emotional (making memories, enjoying the process). # Product Strava is a fitness tracking app designed for active people who want to track their goals. The app allows users to track metrics such as distance, pace, and consistency. It also offers an effortless way to choose routes, catering to different preferences such as long runs or shorter, enjoyable walks. The app is positioned as not just for marathon training but for any fitness goal, addressing the potential purchase barrier that it's only for serious athletes. The ad highlights that Strava helps users stay on track, push their endurance, and make the best memories, emphasizing its value in achieving fitness goals and enjoying the process. # Visual style The ad has a polished UGC feel, with natural lighting and a bright, airy aesthetic. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace throughout the video. The visual motifs include shots of the woman jogging in various locations and petting dogs. The pacing is moderate, with cuts timed to the voiceover lines. # Hooks Spoken: Female 1: Today's mission, pet as many dogs as humanly possible in one run. Text overlay: Dog Count: 1 🐶 Visual: 00:00–00:01 A woman with long brown hair in a high ponytail, wearing a black athletic top and leggings, stands on a sidewalk next to a metal fence. She is smiling and looking at the camera, which is positioned at a low angle. The background shows a city street with brick buildings and trees. / 00:01–00:03 A split screen shows two different dogs being petted. The top half shows a tan dog with a blue harness being petted. The bottom half shows a white dog with a black harness being petted on grass. A pink heart emoji with sparkles is in the center of the screen. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point that fitness tracking can be intimidating or only for serious athletes. The ad positions Strava as a versatile and accessible app for anyone with any fitness goal, not just intense training like marathon preparation. "Strava isn't just for marathon training." # Value propositions - Strava helps you stay on track with your fitness goals. - Strava is not just for marathon training, but for any fitness goal. - Strava makes it effortless to choose a route that fits your preferences. # Benefits - Stay on track - Push your endurance - Enjoy the lakefront - Make the best memories # Features - Tracks distance - Tracks pace - Tracks consistency - Effortless to choose a route # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer using the product in her daily life. # Storyline - 00:00–00:03 The ad begins with a woman on a city street, setting the stage for her daily activity. - 00:00–00:03 She states her mission for the day is to pet as many dogs as humanly possible, setting a lighthearted and relatable tone. - 00:03–00:05 She mentions using Strava to stay on track, introducing the product as a tool to aid her mission. - 00:06–00:11 She explains that Strava is the best way to track her goals, whether it's distance, pace, or just showing up each day, highlighting the app's versatility. - 00:11–00:15 She shares that one of the things she loves about Strava is how effortless it is to choose a route, emphasizing the app's user-friendliness. - 00:15–00:20 She explains that some days she wants to push her endurance with a long run, but today she just wants to keep it short and enjoy the lakefront, so that's the route she picked, showcasing the app's adaptability to different preferences. - 00:21–00:23 She concludes that slow miles make the best memories, reinforcing the emotional benefit of using Strava. - 00:23–00:27 She states that Strava isn't just for marathon training, whatever the goal, Strava is here to help me track it, reiterating the app's inclusivity and broad appeal.

# Ad summary This ad for Strava features a woman walking her dog on a sunny day. The ad encourages viewers to download the app to track their own active lifestyles. # Brand positioning Strava is presented as a fitness tracking app for active people. The brand aligns with a healthy and outdoorsy lifestyle. The ad promotes the brand as a tool to enhance and track physical activities, positioning it as a companion for those who value fitness and outdoor adventures. The brand aims to occupy the space in the consumer's mind as the go-to app for tracking and sharing their active pursuits. # Product The product being advertised is the Strava app, a digital tool designed to track and analyze physical activities. It is intended for active individuals who enjoy outdoor activities such as walking. The app is available for download on both the Google Play Store and the Apple App Store, making it accessible to a wide range of smartphone users. The ad addresses the purchase barrier of accessibility by highlighting the app's availability on multiple platforms, making it easy for potential users to start tracking their activities. # Visual style The ad has a bright and natural aesthetic, with a focus on outdoor activity. The production quality is high, with a well-composed shot and clear lighting. The visual style is clean and simple, with a focus on the product and its use case. The typography is integrated seamlessly, with a clear and legible font. The ad mimics a native in-feed style, making it scannable and likely to catch the viewer's attention. # Hooks Headline: The app for active people # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Strava is the app for active people. # Benefits - For active people # Features - App available on Google Play - App available on the App Store # Call to action GET IT ON # Social proof - None used. # Point of view - Brand: The brand is communicating its identity and value proposition through the logo, tagline, and calls to action. - Customer: The customer is represented by the woman walking her dog, showcasing the app's relevance to active lifestyles. # Storyline - The ad opens with a shot of a woman walking her dog on a scenic trail. This is intended to convey the message that Strava is for active people who enjoy outdoor activities. The audience experiences this from the perspective of an observer. - The ad then highlights the Strava logo and tagline, "The app for active people." This is intended to reinforce the brand's identity and target audience. The brand is telling this part of the story. - The ad concludes with calls to action to download the app from the Google Play Store and the Apple App Store. This is intended to drive downloads and user acquisition. The brand is telling this part of the story.

# Ad summary This image ad for Strava promotes the app as a way to discover new routes. It features two cyclists on a road with mountains in the background and includes download CTAs for the Google Play Store and Apple App Store. # Brand positioning Strava is presented as a tool for outdoor enthusiasts, specifically those interested in cycling. The brand positions itself as a resource for discovering new routes, suggesting a focus on exploration and adventure. The brand aligns with an active lifestyle and promotes the values of fitness and outdoor activity. The brand appears to ignore category norms by focusing on route discovery rather than performance tracking or social networking. The brand positioning is both functional (providing routes) and emotional (enabling adventure and exploration). # Product Strava is an app designed to help users discover new routes. The ad is targeted towards cyclists, as shown by the two cyclists in the image. The ad highlights the app's ability to help users find new itineraries. The ad addresses the purchase barrier of finding new places to ride by offering a solution for route discovery. The ad encourages viewers to download the app from either the Google Play Store or the Apple App Store, making it easily accessible to a wide range of users. The ad tells the viewer that this product is worth trying because it helps them discover new routes. # Visual style The ad has a natural, outdoor aesthetic with a focus on the cycling activity. The production quality appears to be high, with a well-composed shot of the cyclists and a clear background. The image treatment includes color grading to enhance the natural tones of the environment. The typography is clean and legible, with a focus on conveying the app's value proposition. The ad mimics a platform-native style, with a simple and direct message that is easily scannable in-feed. # Hooks Headline: La meilleure appli pour découvrir de nouveaux itinéraires # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of cyclists struggling to find new and interesting routes to ride. The ad copy "La meilleure appli pour découvrir de nouveaux itinéraires" (The best app for discovering new routes) directly addresses this frustration. # Value propositions - The best app for discovering new routes # Benefits - Find new itineraries # Features - Discover new routes # Call to action Télécharger dans l'App Store # Social proof - None used. # Point of view - Brand: The brand is communicating the app's value proposition and encouraging users to download it. This is conveyed through the logo, tagline, and download CTAs. - Customer: The customer is visually represented by the two cyclists in the image, who are shown enjoying a ride. This is intended to resonate with the target audience and show them the app in action. # Storyline - The ad opens with an image of two cyclists riding on a road, with mountains in the background. This is intended to visually represent the app's target audience and the type of activity it supports. The audience experiences this from the perspective of an observer. - The ad then presents the Strava logo and the tagline "La meilleure appli pour découvrir de nouveaux itinéraires" (The best app for discovering new routes). This is intended to communicate the app's primary function and value proposition. The brand is telling this part of the story. - The ad concludes with download buttons for the Google Play Store and Apple App Store, along with the text "TÉLÉCHARGEMENT GRATUIT" (Free Download). This is intended to prompt the viewer to take action and download the app. The brand is telling this part of the story.

# Ad summary This ad promotes the Strava app, which allows users to map their adventures. The ad shows a person running on a dirt road, followed by a screen recording of the Strava app showing a map of Paris with various routes highlighted. The ad emphasizes the app's ability to map curiosity and discover new routes. # Brand positioning Strava is presented as a brand that empowers users to explore and map their adventures. The brand aligns with an active lifestyle and promotes the values of curiosity and discovery. Strava positions itself as a tool for mapping and tracking outdoor activities, encouraging users to explore their surroundings and share their experiences. The brand's positioning is both functional, providing mapping and tracking capabilities, and emotional, fostering a sense of adventure and discovery. # Product The Strava app is a mobile application designed for mapping and tracking outdoor activities. It allows users to discover new routes, track their progress, and share their adventures with others. The app features a map interface with various routes highlighted, providing users with options for exploration. It is designed for individuals who enjoy outdoor activities such as running, cycling, and hiking, and who are interested in discovering new routes and tracking their performance. The app addresses the purchase barrier of not knowing where to explore by providing a platform for discovering and mapping new routes. # Visual style The ad has a polished and modern aesthetic. The editing style is quick, with smooth transitions between shots. The production quality is high, with clear visuals and professional graphics. The pacing is fast, with cuts timed to the music beats. The audio-visual sync is well-executed, enhancing the overall impact of the ad. # Hooks Spoken: 00:00–00:02: [Upbeat] Vos aventures cartographiées Text overlay: 00:00–00:02: Vos aventures cartographiées Visual: 00:00–00:02: An aerial shot shows a person running on a dirt road surrounded by lush green trees. The road is brown and slightly damp. The person is wearing a white shirt and dark shorts. The camera is positioned directly above the runner, providing a bird's-eye view. The lighting is natural, with dappled sunlight filtering through the trees. The Strava logo is briefly visible at the bottom of the screen. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of not knowing where to explore by providing a platform for discovering and mapping new routes. This is signaled by the app's focus on route discovery and the text overlay "L'appli qui cartographie votre curiosité" (The app that maps your curiosity). # Value propositions - Map your adventures: The app allows users to map their outdoor activities, providing a visual representation of their explorations. - Map your curiosity: The app enables users to discover new routes and explore their surroundings, satisfying their curiosity and sense of adventure. # Benefits - Discover new routes - Track your progress - Share your adventures - Map your curiosity # Features - Mapping of adventures - Route discovery - Tracking of progress - Sharing of experiences # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the app's features and benefits. # Storyline - 00:00–00:02 The ad opens with an aerial shot of a person running on a dirt road surrounded by trees. - 00:02–00:07 The scene transitions to a screen recording of the Strava app, showing a map of Paris with various routes highlighted. - 00:07–00:12 The ad displays the text overlay "L'appli qui cartographie votre curiosité" (The app that maps your curiosity). - 00:12–00:14 The ad concludes with the Strava logo displayed over the app interface.

# Ad summary This ad promotes the Strava app, highlighting its route-finding capabilities. The ad opens with an aerial view of a runner on a trail, then transitions to a screen recording of the Strava app interface, showcasing its map and route discovery features. The ad emphasizes the app's ability to help users find new routes and explore their surroundings. # Brand positioning Strava is presented as a platform for discovering and mapping adventures. The brand aims to occupy the space of a reliable and innovative tool for athletes and outdoor enthusiasts. The brand aligns with values of exploration, fitness, and community, promoting an active lifestyle. Strava pushes against the norm of static workout tracking by offering dynamic route suggestions and community engagement. The brand positioning is both functional (providing tools for route planning and activity tracking) and emotional (inspiring adventure and connection). # Product The Strava app is a mobile application designed for athletes and outdoor enthusiasts to discover, plan, and track routes for various activities such as running, cycling, and hiking. It provides a map interface with detailed route information, including length, elevation, and surface type. The app is for anyone who enjoys outdoor activities and wants to explore new routes. Key features include route discovery, activity tracking, and community engagement. The app addresses the purchase barrier of uncertainty by providing detailed route information and user reviews. The ad highlights the app's ability to help users find new and exciting routes, making it worth trying for those seeking adventure and variety in their workouts. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the app's functionality. The editing style includes quick cuts and smooth transitions to maintain a fast pace. The production quality is high, with clear visuals and professional graphics. The visual motif is the use of the Strava app interface and map, emphasizing the app's route discovery features. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:01–00:03 Deine Abenteuer auf der Karte Text overlay: 00:00–00:02 STRAVA / 00:01–00:03 Deine Abenteuer auf der Karte Visual: 00:00–00:02: An aerial shot shows a person running on a dirt path through a green forest. The camera is positioned directly above, looking down. The runner is wearing a white shirt and dark shorts. The text "STRAVA" appears in orange at the bottom of the screen. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of users struggling to find new and exciting routes for their workouts. The visual of the runner on the trail suggests a desire for exploration and adventure, which the app aims to fulfill. # Value propositions - The app helps users find new and exciting routes, making it worth trying for those seeking adventure and variety in their workouts. # Benefits - Find new routes - Explore your surroundings - Discover adventures # Features - Route discovery - Map interface - Activity tracking - 3D route viewing # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the app's features and benefits. # Storyline - 00:00–00:02 The ad begins with an aerial view of a runner on a trail, immediately establishing the theme of outdoor adventure and physical activity. - 00:02–00:07 The scene transitions to a screen recording of the Strava app interface, showcasing its map and route discovery features. This shift introduces the product and its core functionality. - 00:07–00:14 The ad emphasizes the app's ability to help users find new routes and explore their surroundings, reinforcing the value proposition of adventure and discovery.

# Ad summary This image ad for Strava features a woman running on a road near a beach. The ad encourages users to download the app for free from the Google Play Store or the Apple App Store. # Brand positioning Strava is presented as a fitness app for active people. The brand positions itself as a tool to enhance and track physical activities. The ad emphasizes accessibility by offering a free download, suggesting that Strava aims to be an inclusive platform for anyone interested in fitness, regardless of their level. The brand aligns with a lifestyle of health and activity, promoting the idea that fitness can be integrated into everyday life. # Product Strava is an app designed for active individuals to track and enhance their fitness activities. The ad highlights that the app is available for free download on both the Google Play Store and the Apple App Store, making it accessible to a wide range of smartphone users. The product is for people who enjoy activities such as running, as depicted in the ad. The ad addresses the potential barrier of cost by explicitly stating that the app is free to download, encouraging users to try it without financial commitment. The app is presented as a tool to integrate fitness into daily life, suitable for anyone who identifies as an active person. # Visual style The ad has a bright and active visual style, with a focus on outdoor fitness. The production quality appears to be high, with a well-composed shot of a woman running in a scenic location. The image treatment includes natural lighting and vibrant colors, enhancing the sense of energy and health. The typography is clean and legible, with a clear call to action to download the app. The overall style is designed to be eye-catching and motivational, encouraging viewers to engage with the Strava app. # Hooks Headline: Die App für aktive Menschen # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The app is free to download # Benefits - KOSTENLOS HERUNTERLADEN # Call to action None used. # Point of view - Brand: The brand's POV is present throughout the ad, showcasing the app's features and benefits for active individuals. # Storyline - The ad opens with a shot of a woman running on a road near a beach, conveying the message that Strava is for active people who enjoy outdoor activities. The intention is to immediately capture the attention of the target audience by showing a relatable and aspirational scene. This is from the perspective of the brand, showcasing the app's relevance to a healthy, active lifestyle. - The ad highlights the availability of the app for free download on both the Google Play Store and the Apple App Store. This is intended to remove any financial barriers and encourage immediate action. This part of the story is told from the brand's perspective, emphasizing the accessibility and ease of getting started with Strava.

# Ad summary This image ad for Strava features two cyclists riding on a road with a mountain backdrop. The ad highlights Strava as the number one app worldwide for discovering new routes and encourages users to download the app from either the Google Play Store or the Apple App Store. # Brand positioning Strava is presented as the leading app for athletes, particularly cyclists, who are looking to discover and explore new routes. The brand positions itself as a tool for adventure and exploration, catering to individuals who enjoy outdoor activities and seek to enhance their experience through technology. The brand aims to occupy the space of a reliable and essential companion for athletes, providing them with the means to find new and exciting routes for their activities. The brand promotes a lifestyle of fitness, exploration, and community, aligning with values of adventure and personal achievement. Strava ignores the norm of staying indoors and promotes outdoor activity. # Product Strava is presented as the number one app worldwide for discovering new routes. The app is designed for athletes, specifically cyclists in this ad, who are looking to explore and find new routes for their activities. The ad highlights the app's availability on both the Google Play Store and the Apple App Store, making it accessible to a wide range of smartphone users. The ad addresses the purchase barrier of accessibility by explicitly stating that the app is available for download on both major platforms. The ad encourages viewers to download the app to enhance their outdoor experiences and discover new routes. # Visual style The ad has a natural and outdoorsy visual aesthetic, with a focus on the cyclists and the scenic road. The production quality appears to be high, with clear and well-lit imagery. The visual motifs include a focus on outdoor activity and adventure, with the cyclists and mountain backdrop serving as key elements. The image treatment includes natural color grading and lighting effects, enhancing the overall visual appeal. The typography is large and bold, ensuring readability and impact. The ad contrasts with platform norms by using a static image rather than a video or animation, potentially increasing stop power in the feed. # Hooks Headline: Die Nr. 1 App weltweit, um neue Routen zu entdecken # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of athletes, specifically cyclists, who are looking for new and exciting routes to explore. The ad highlights Strava as the solution for discovering these new routes, positioning it as the go-to app for adventure and exploration. The ad copy states, "Die Nr. 1 App weltweit, um neue Routen zu entdecken" which translates to "The #1 app worldwide to discover new routes." # Value propositions - The #1 app worldwide to discover new routes # Benefits - Discover new routes # Features - Number one app worldwide for discovering new routes # Call to action None used. # Point of view - Brand: The brand is communicating its position as the number one app worldwide for discovering new routes, aiming to establish credibility and attract new users. # Storyline - The ad opens with an image of two cyclists riding on a road, immediately establishing the context of outdoor activity and adventure. This is included to visually represent the target audience and the app's primary use case. The audience experiences this from the perspective of an observer, watching the cyclists in action. - The ad highlights Strava as the number one app worldwide for discovering new routes, positioning the app as a leading solution for athletes seeking new adventures. This is included to establish credibility and attract users looking for a reliable and popular app. The brand is telling this part of the story, emphasizing its market position and value proposition. - The ad concludes with a call to action to download the app from either the Google Play Store or the Apple App Store, providing users with a clear next step. This is included to drive user acquisition and make the app easily accessible. The brand is telling this part of the story, guiding the audience towards immediate action.

# Ad summary The ad shows Strava employees running and playing in the office as a playful way to advertise the brand. # Brand positioning Strava is presented as a brand that is active and fun. Strava is a brand that caters to employees who are passionate about their work and the product they are selling. The values of Strava are activity and energy, and the brand promotes these values through the ad by showing employees engaging in physical activity in the workplace. Strava is positioning itself as a fun and dynamic company where employees are encouraged to be active and engaged, and that work is part of a healthy lifestyle. # Product Strava is a mobile app and website used to track athletic activity. In this ad, the brand is advertised in the form of employees wearing Strava branded clothing. # Visual style The ad has a modern, clean aesthetic. The editing style includes quick cuts and static shots. The production quality has a UGC feel. The pacing is fast and upbeat. # Hooks Text overlay: 00:00–00:08 how Strava employees get to their next meeting: Visual: 00:00–00:02 In an office, a Black man in a black Strava sweatshirt, khaki pants, and white sneakers is standing in a room with gray chairs. He's holding a clipboard and looking at it. The camera angle is third-person and remains stationary. He then puts the clipboard under his arm and starts to run through the office space. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video showcases the employee's point of view while promoting the brand. # Storyline - 00:00–00:02 00:00–00:02 The video opens with an employee looking at his phone and then running through the office. - 00:02–00:08 00:02–00:08 An employee runs down the hallway.

# Ad summary This ad promotes Strava by showing a woman running in multiple locations and using a sound effect as she moves between locations. The ad wants you to find your adventure with Strava. # Brand positioning The ad presents Strava as a platform that helps you to find adventure. It does not specify what type of platform it is or how it works. The visual style of the ad is very simple and UGC-like. # Product The ad features the Strava app, though it does not mention it directly. It is implied that Strava is some sort of software platform that helps you find adventure. The woman in the ad is seen running through different locations, which is the only functionality mentioned in the ad. # Visual style The ad uses a simple, UGC-like aesthetic. The editing style consists of static shots and quick cuts to the next shot. The production quality looks low-budget. The pacing is fast, with quick cuts that match the music. # Hooks Spoken: Find your adventure with Strava Text overlay: Find your adventure with / STRAVA Visual: 00:00–00:02: A young, light-skinned woman with dark hair tied back and sunglasses is running on a park path lined with tall palm trees, tropical plants, and grass. She is wearing an orange long-sleeve shirt, black shorts, and white shoes. The path is paved with light stone and curves gently through the park. Banners for "Orange Blossom Park" are visible in the background on either side of the path. A white line surrounds the runner, making her stand out from the background, as if she has been edited into the scene. The camera is at eye level and static. The sky is bright blue with scattered white clouds. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Benefits - Find your adventure # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The official voice of the brand is conveyed through a simple visual style. # Storyline - 00:00–00:02 A woman runs through a park. - 00:02–00:03 The woman is then seen running over a bridge. - 00:03–00:05 The woman is then seen running down a city street.

# Ad summary This ad for Strava shows a man riding his bike through various scenic locations. The ad promotes the app's ability to map and track cycling routes and progress, emphasizing its appeal to outdoor enthusiasts seeking new adventures. # Brand positioning Strava is presented as a brand for active individuals, particularly those interested in cycling and outdoor activities. The brand emphasizes adventure, exploration, and the joy of physical activity. The ad avoids direct comparisons to competitors but positions Strava as an essential tool for anyone looking to enhance their cycling experience with route tracking and performance analysis. The brand aligns with a lifestyle of outdoor exploration and personal achievement. # Product Strava is a mobile app designed for tracking and mapping athletic activities, specifically cycling, in this ad. The app provides users with tools to discover new routes, record their rides, and monitor their progress. It is positioned as a companion for cyclists of all levels, from casual riders to serious athletes, who want to explore new environments and improve their performance. The app is easy to use and makes adventure accessible. The product is for people who want to track their cycling. # Visual style The ad features a polished commercial aesthetic with smooth transitions between shots. The editing is quick, with cuts timed to the music, creating an energetic pace. The visual style is bright and colorful, emphasizing the outdoor locations and the active lifestyle associated with the brand. # Hooks Text overlay: 00:00–00:05 Find your adventure with / 00:00–00:05 STRAVA Visual: 00:00–00:01 A man wearing a helmet and sunglasses rides a yellow bicycle on a paved road. He wears a black puffer jacket and olive green pants with white sneakers. Behind him is a large mountain with a clear blue sky. / 00:01–00:02 The man rides the bicycle on a paved road. There are golden trees on either side. Behind him, there are layered green mountains. / 00:02–00:03 The man rides his bicycle down a stone paved path, with green grass and autumn foliage to the side. / 00:03–00:04 The man is cycling up a winding dirt road. Behind him is a vibrant green mountain landscape. / 00:04–00:05 The man rides his bicycle on a paved road at night. There are trees lit by lamplight on either side. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Strava helps you find adventure by helping track routes and cycling. # Benefits - Find adventure # Features - App tracks and maps cycling activity. - Helps find new routes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad uses the brand's official voice to showcase the app and its features. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a man cycling on various terrains. The message is to find adventure with Strava. The perspective is from the brand, showcasing the product's ability to enhance cycling experiences. The tone is energetic and adventurous, setting the stage for exploration.

# Ad summary This ad promotes the Strava app, which is designed for active people. The ad features a phone displaying the app interface, highlighting its route-tracking and social features. # Brand positioning Strava is presented as a fitness app designed for active individuals. The brand aims to occupy the space of a social network and tracking tool for athletes and fitness enthusiasts. It promotes a lifestyle centered around physical activity, community, and personal achievement. Strava positions itself as a tool to enhance and share fitness experiences, ignoring the norms of passive entertainment and sedentary lifestyles. The brand positioning is both functional (tracking performance) and emotional (connecting with others, achieving goals). # Product The Strava app is a mobile application designed for active people to track and share their fitness activities. It allows users to record routes, monitor performance metrics, and connect with other athletes. The app features include route tracking, elevation data, surface analysis, and the ability to create routes. It is designed for individuals who engage in activities such as running, cycling, and other outdoor sports. The app addresses the need for performance tracking, route discovery, and social connection among athletes, making it a valuable tool for enhancing their fitness experiences. # Visual style The ad has a clean and modern visual style with a focus on showcasing the app interface. The production quality is high, with a studio-shot feel. The visual motifs include a minimalist background, a prominent display of the app on a mobile phone, and dynamic orange accents. The image treatment involves background removal and color grading to emphasize the app's features. The typography is large and bold, making it easy to scan. The style is platform-native, resembling a typical mobile app promo ad. # Hooks Headline: The app for active people # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of active individuals needing a reliable and comprehensive tool to track their activities, discover new routes, and connect with other athletes. The need for a platform that combines performance tracking with social networking is signaled by the app's features and the focus on community. # Value propositions - Enhance fitness experiences through tracking and social connection - Improve performance with detailed metrics and route analysis # Benefits - Track fitness activities - Monitor performance metrics - Connect with other athletes - Discover new routes # Features - Route tracking - Elevation data - Surface analysis - Ability to create routes # Call to action Get the app # Social proof - None used. # Point of view - Brand: The brand is communicating the value and features of its app to potential users. # Storyline - The ad opens by presenting Strava as the app for active people, immediately targeting a specific audience. This message is conveyed by the brand to capture the attention of individuals interested in fitness and outdoor activities. - The ad then showcases the app interface on a mobile phone, highlighting its route-tracking and social features. This is shown from the brand's perspective to demonstrate the app's functionality and user experience. - The ad concludes with a call to action, encouraging viewers to download the app. This is a direct prompt from the brand, urging the audience to take the next step and engage with the product.

# Ad summary This ad for Strava features a testimonial from an App Store reviewer, highlighting the app's usefulness for biking and walking with a dog. The visual shows a woman and her dog on a trail, reinforcing the app's appeal for outdoor activities. # Brand positioning Strava is presented as a fitness app that enhances outdoor activities, particularly biking and walking. The brand aligns with an active, healthy lifestyle and caters to individuals who enjoy exploring the outdoors with their pets. Strava positions itself as a user-friendly app, as highlighted by the App Store reviewer's positive feedback. The brand promotes a sense of community and personal enjoyment, focusing on the emotional connection users have with their activities and pets. # Product Strava is a mobile app designed to track and enhance fitness activities, specifically biking and walking. The ad highlights its utility for users who enjoy outdoor activities with their dogs. The app is presented as a user-friendly tool, as indicated by the quote from an App Store reviewer. The ad addresses the need for a reliable and enjoyable way to track outdoor workouts, emphasizing the emotional benefit of sharing these experiences with a pet. The app is available for free download, removing a potential purchase barrier. # Visual style The ad has a natural, outdoorsy aesthetic with a focus on clear skies and natural lighting. The production quality appears to be high, with a well-composed shot of the woman and her dog on the trail. The image treatment includes subtle color grading to enhance the natural tones. The typography is clean and legible, integrated seamlessly into the visual. The style aims to be both aspirational and relatable, showcasing an active lifestyle in a visually appealing way. The ad mimics an in-feed post, designed to blend seamlessly into a user's social media feed. # Hooks Headline: "This is my favorite app for biking and walking with my dog, I love it." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing a reliable and enjoyable way to track outdoor workouts, especially when engaging in activities like biking and walking with a dog. The quote, "This is my favorite app for biking and walking with my dog, I love it," implies that the reviewer has found a solution to this need. # Value propositions - Favorite app for biking and walking with a dog # Benefits - Enjoyable outdoor activities with a dog # Features - App for biking and walking # Call to action Download for Free # Social proof - "This is my favorite app for biking and walking with my dog, I love it." - App Store Reviewer # Point of view - Customer: The top caption features a quote from an App Store reviewer, providing a user's perspective on the app's benefits. - Brand: The Strava logo and "Download for Free" button represent the brand's direct communication and call to action. - External source: The attribution of the quote to an "App Store Reviewer" positions the testimonial as an unbiased, third-party endorsement. # Storyline - The ad opens with a quote from an App Store reviewer, stating, "This is my favorite app for biking and walking with my dog, I love it." This is included to build trust and credibility by showcasing positive user feedback. The audience experiences this from the perspective of a satisfied customer. - The Strava logo is displayed prominently, reinforcing brand recognition and association with the positive testimonial. This is from the brand's perspective, aiming to solidify its image as a top choice for fitness tracking. - A call to action, "Download for Free," is presented, encouraging immediate engagement with the app. This is from the brand's perspective, driving user acquisition by highlighting the app's accessibility. - The visual shows a woman and her dog walking on a scenic trail, illustrating the app's use in real-life outdoor activities. This is from the perspective of a potential user, visualizing the app's benefits in an active lifestyle.

# Ad summary This ad promotes the Strava and Runna apps, highlighting that 86% of runners using the apps hit a personal best last year. The ad features two smiling runners in athletic wear, download buttons for the app store, and the logos for both apps. # Brand positioning Strava is presented as a social fitness network that helps runners track their progress and connect with other athletes. The brand is positioned as a tool for achieving personal bests, as highlighted by the statistic that 86% of runners using the apps hit a personal best last year. Runna is presented as a partner app, co-branded with Strava, to further enhance the running experience. The brand aligns with values of achievement, community, and personal improvement, targeting runners who are serious about their training and performance. The brand positioning is functional, focusing on performance and achievement. # Product The ad promotes the Strava and Runna apps, which are designed to help runners track their progress, connect with other athletes, and achieve personal bests. The ad highlights that 86% of runners using the apps hit a personal best last year, suggesting that the apps are effective tools for improving running performance. The apps are available for download on both the Google Play Store and the Apple App Store, making them accessible to a wide range of users. The ad addresses the purchase barrier of uncertainty by providing a compelling statistic about the apps' effectiveness. # Visual style The ad has a clean and bright visual style, with a focus on showcasing the two smiling runners and the app logos. The production quality is high, with professional photography and clear typography. The image treatment includes background blurring to focus attention on the subjects. The ad mimics a native in-feed style, with a simple and straightforward design that is easy to scan. # Hooks Headline: Join the 86% of runners who hit a personal best last year # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that runners may be frustrated with their current performance and are looking for ways to improve. The phrase "hit a personal best" suggests that runners are striving to achieve better results. # Value propositions - Join the 86% of runners who hit a personal best last year # Benefits - Hit a personal best # Features - Apps available on Google Play and the App Store # Call to action DOWNLOAD NOW # Social proof - "Join the 86% of runners who hit a personal best last year" # Point of view - Brand: The top caption, app logos, and download buttons are from the brand's perspective, aiming to promote the apps and drive downloads. - Customer: The image of two smiling runners is from the customer's perspective, showing the potential for success and enjoyment. # Storyline - The ad opens with the Strava and Runna logos, immediately establishing the partnership and brand identity. This is from the brand's perspective, aiming to create awareness and recognition. - The ad then states, "Join the 86% of runners who hit a personal best last year," highlighting a key benefit and creating a sense of community and achievement. This is from the brand's perspective, aiming to persuade potential users of the apps' effectiveness. - The ad features two smiling runners in athletic wear, visually representing the target audience and the positive outcomes of using the apps. This is from the customer's perspective, showing the potential for success and enjoyment. - The ad includes download buttons for the Google Play Store and the Apple App Store, providing a clear call to action and making it easy for viewers to try the apps. This is from the brand's perspective, aiming to drive downloads and user acquisition.

# Ad summary This ad for Strava features a woman in workout clothes and sunglasses, with a screenshot of the Strava app showing a graph of her activity for the week. # Brand positioning Strava is presented as a fitness tracking app that helps users monitor and analyze their athletic activities. The brand aims to occupy the space of a comprehensive tool for athletes of all levels, providing insights into their performance and progress. The brand aligns with values of self-improvement, data-driven training, and community engagement. It positions itself as a modern, tech-enabled solution for athletes who want to optimize their training and track their achievements. The brand positioning is both functional, offering performance tracking and analysis, and emotional, promoting a sense of accomplishment and motivation. # Product The product being advertised is the Strava app, a fitness tracking application designed to monitor and analyze athletic activities. It works by recording data such as distance, time, and elevation during workouts like running, walking, riding, and other activities. The app is for anyone who wants to track their fitness progress and gain insights into their performance. The ad shows a screenshot of the app's interface, highlighting features such as progress tracking, activity logging, and profile management. The app's USPs include its ability to provide detailed analytics and track goals. The ad shows the app being used to track running activity, with a graph displaying the user's weekly progress. The ad addresses the purchase barrier of uncertainty by offering a free download. # Visual style The ad has a clean and modern visual aesthetic, with a focus on showcasing the app's interface and the active lifestyle it promotes. The production quality appears to be high, with professional photography and graphic design. The image treatment includes color grading to enhance the vibrancy of the colors. The typography is clean and legible, with a focus on readability. The ad mimics a platform-native style, resembling an Instagram post or story, which enhances its scannability and stop power in the feed. # Hooks Headline: Houd je sportleven bij en analyseer het # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Track your sports life and analyze it # Benefits - Track your sports life - Analyze your sports life # Features - Progress - Activities - Profile - Distance - Time - Elevation - Goals # Call to action Download gratis # Social proof - None used. # Point of view - Brand: The brand is communicating the features of the app and encouraging the viewer to download it. # Storyline - The ad opens with a woman in workout clothes and sunglasses, suggesting an active lifestyle. This is intended to capture the viewer's attention and establish a connection with the target audience, from the perspective of someone who embodies the app's user base. - The ad then presents the Strava app interface, showcasing its features for tracking progress, activities, and profile management. This is intended to demonstrate the app's functionality and value proposition, from the brand's perspective. - The ad includes text highlighting the app's ability to track and analyze the user's sports life, reinforcing the app's core benefit, from the brand's perspective. - The ad concludes with a call to action to download the app for free, encouraging immediate engagement, from the brand's perspective.

# Ad summary This ad promotes Strava, a fitness tracking app. The ad features a woman who uses Strava to track her runs. She explains that Strava helps her stay on track and choose a route. She also mentions that Strava isn't just for marathon training and can be used to track any fitness goal. # Brand positioning Strava is presented as a fitness tracking app that helps users stay on track and achieve their fitness goals. The brand aligns with an active lifestyle and promotes the value of tracking progress, regardless of the type of activity or distance. Strava positions itself as a tool for anyone, not just marathon runners, emphasizing its accessibility and ease of use. The brand positioning is both functional (tracking progress) and emotional (making memories). # Product Strava is a fitness tracking app that helps users track their goals, whether it's distance, pace, or just showing up each day. It is for anyone who wants to track their fitness activities, from casual runners to marathon trainers. The app makes it effortless to choose a route and track progress. Strava isn't just for marathon training; it's for whatever the goal is. The ad tells the viewer that Strava is worth trying because it helps them track their fitness goals and make memories. # Visual style The ad has a polished UGC feel, with bright, natural lighting and handheld camera work. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: Today's mission: pet as many dogs as humanly possible in one run. Visual: 00:00–00:01 The shot is a selfie-style view of a young Asian woman with tan skin, wearing a black athletic top and leggings, and white wireless earbuds. She is standing on a sidewalk next to a black metal fence, with brick buildings in the background. The camera is slightly shaky, suggesting a handheld shot. The lighting is bright and natural. / 00:01–00:03 The screen is split into two. The top half shows a tan dog with a blue harness being petted by a hand with white nail polish. The bottom half shows a white dog with a black harness being petted by the same hand. A pink heart emoji with yellow stars is in the center of the split screen. The background is a sidewalk and some grass. # Funnel stage Consideration # Pain points The ad implies that it can be difficult to stay on track with fitness goals and to find the right route for a run. # Value propositions - Strava helps you stay on track to achieve your goals. - Strava makes it effortless to choose a route. - Strava helps you track your fitness goals and make memories. # Benefits - Helps stay on track - Helps track goals - Makes it effortless to choose a route - Helps make memories # Features - Tracks distance - Tracks pace - Tracks time - Helps choose a route # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a woman who is a user of the Strava app. # Storyline - 00:00–00:03 The ad begins with a woman stating her mission for the day: to pet as many dogs as humanly possible in one run. - 00:03–00:05 She says she's using Strava to make sure she stays on track, implying that the app helps her balance her dog-petting mission with her running goals. - 00:06–00:11 She states that Strava is the best way to track her goals, whether it's distance, pace, or just showing up each day, highlighting the app's versatility and motivational aspect. - 00:11–00:15 She mentions that one of the things she loves about Strava is how effortless it is to choose a route, suggesting the app simplifies the planning process. - 00:15–00:21 She explains that some days she wants to push her endurance with a long run, but today she just wants to keep it short and enjoy the lakefront, so that's the route she picked, showing how Strava can accommodate different preferences. - 00:21–00:23 She concludes that slow miles make the best memories, emphasizing the emotional value of running and using Strava. - 00:23–00:25 She states that Strava isn't just for marathon training, reinforcing the app's accessibility for all fitness levels. - 00:25–00:27 She finishes by saying that whatever the goal, Strava is here to help track it, reiterating the app's core function and support for various fitness objectives.

# Ad summary This ad promotes Strava, a fitness tracking app. The ad features a woman using the app to track her run on the lakefront. She mentions that she is on a mission to pet as many dogs as possible during her run. She highlights the app's ability to help her choose a route and track her goals, whether it's distance, pace, or just showing up each day. The ad emphasizes that Strava is not just for marathon training and can be used for any fitness goal. # Brand positioning Strava is presented as a versatile and user-friendly fitness tracking app that caters to a wide range of fitness enthusiasts, not just elite athletes. The brand emphasizes ease of use and the ability to track various fitness goals, from distance and pace to simply maintaining consistency. Strava positions itself as a tool for anyone looking to stay on track with their fitness journey, regardless of their level or specific goals. The brand aligns with a lifestyle of active living and personal achievement, promoting the idea that fitness is about more than just performance; it's about making memories and enjoying the process. # Product Strava is a fitness tracking app designed to help users track their fitness activities and achieve their goals. The app allows users to choose routes, track distance, pace, and time, and monitor their progress over time. It is presented as an effortless way to choose a route. Strava is positioned as a versatile tool suitable for various fitness goals, not just marathon training. The app is for anyone looking to stay on track with their fitness journey, regardless of their level or specific goals. The ad addresses the potential purchase barrier of thinking Strava is only for serious athletes by emphasizing its accessibility and versatility for all fitness levels. # Visual style The ad has a polished UGC feel, with natural lighting and a bright, airy aesthetic. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. The overall production quality is high-end, giving the ad a professional and trustworthy feel. # Hooks Spoken: 00:00–00:03: Today's mission: pet as many dogs as humanly possible in one run. Text overlay: 00:05–00:06: Dog Count: 1 🐶 Visual: 00:00–00:01: A woman with tan skin, long brown hair in a high ponytail, wearing a black athletic top and leggings, and white wireless earbuds is standing on a sidewalk next to a black metal fence. She is smiling and looking at the camera, which is positioned at a slightly low angle. The background shows a brick building and trees. / 00:01–00:02: Split screen. Top: A person's hand pets a brown dog wearing a blue harness on a sidewalk. Bottom: A person's hand pets a white dog on grass. A pink heart emoji with yellow stars is superimposed in the center of the screen. / 00:02–00:03: The woman is running on a sidewalk. She is holding her phone in front of her, showing the Strava app. The app displays a map and a search bar where she is typing "lake front". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding it difficult to stay motivated and track progress towards fitness goals. The ad also addresses the misconception that Strava is only for serious athletes. # Value propositions - Strava helps you stay on track with your fitness goals, whether it's distance, pace, or just showing up each day. - Strava makes it effortless to choose a route for your run. - Strava isn't just for marathon training, it's for any fitness goal. # Benefits - Stay on track - Effortless to choose a route - Slow miles make the best memories # Features - Track distance - Track pace - Track goals - Choose a route # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer using the app in her daily life. # Storyline - 00:00–00:03 The ad begins with the woman stating her mission for the day. - 00:03–00:05 00:03–00:05: She shows herself using Strava to make sure she stays on track. - 00:06–00:10 00:06–00:10: She says that Strava is the best way to track her goals, whether it's distance, pace, or just showing up each day. - 00:11–00:14 00:11–00:14: She mentions that one of the things she loves about Strava is how effortless it is to choose a route. - 00:15–00:20 00:15–00:20: She explains that some days she wants to push her endurance with a long run, but today she just wants to keep it short and enjoy the lakefront, so that's the route she picked. - 00:21–00:24 00:21–00:24: She says that slow miles make the best memories and that Strava isn't just for marathon training. - 00:25–00:27 00:25–00:27: She concludes by stating that whatever the goal, Strava is here to help her track it.

# Ad summary This ad for Strava features a woman who is looking at her phone and thinking about how impossible running feels. She then says that it is the start and every step gets easier. The ad ends with the woman saying that in order to reach your goals, you have to start today. # Brand positioning Strava is presented as an app for active people that helps them track their journey. The brand aims to occupy the space in the consumer's mind as a tool for motivation and progress tracking. The brand aligns with values of perseverance, goal-setting, and community. The brand positioning is functional, focusing on performance and simplicity. # Product Strava is an app for active people that helps them track their journey. The app is for anyone who wants to track their progress and stay motivated. The app is available on the App Store and Google Play. The ad tells the viewer that Strava is worth trying because it helps you reach your goals by making every step easier. # Visual style The ad has a natural, UGC feel. The editing style is quick cuts. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:03 Dear me, I get it, this feels impossible, Text overlay: 00:00–00:01 Dear me, / 00:01–00:03 I get it, this feels impossible, Visual: 00:00–00:01 A woman with dark hair in a ponytail, wearing sunglasses and an orange long-sleeved shirt, stands on a paved path next to a grassy area. In the background is a beach and the ocean. She is looking at her phone. / 00:01–00:02 A close-up shot of the woman's phone screen shows a map of a run. / 00:02–00:03 A low-angle shot shows a person's legs running on a sidewalk. The person is wearing black shorts, black and white socks, and black and red shoes. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is that running feels impossible. # Value propositions - Track your journey on Strava # Benefits - Reach your goals - Every step gets easier # Features - Track your journey # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer of the brand. # Storyline - 00:00–00:02 00:00–00:02 A woman is standing outside looking at her phone. She is looking at a map of a run and thinking about how impossible it feels. - 00:02–00:07 00:02–00:07 The woman is running with a friend. She says that it is the start and every step gets easier. This is meant to be encouraging and motivating. - 00:07–00:11 00:07–00:11 The woman is running with a friend. She says that in order to reach your goals, you have to start today. This is meant to be encouraging and motivating. - 00:11–00:15 00:11–00:15 The woman is standing outside looking at her phone. She says that Strava is the app for active people. This is meant to be informative and encouraging.