How VIVAIA Advertises on Meta

# Ad summary The ad showcases VIVAIA's Margot 2.0 Flats, emphasizing their comfort and spacious toe box. The visuals and text highlight the shoe's features like arch support and water repellency, positioning it as a solution for those seeking comfortable and functional footwear. # Brand positioning VIVAIA is presented as a brand focused on comfort and style. It addresses common footwear frustrations like squished toes, aiming to provide a solution through thoughtfully designed flats. The brand positions itself as a provider of comfortable and functional footwear. It values innovation and design, as indicated by the '2.0' in the product name, which suggests a commitment to improving and refining their products. VIVAIA creates an impression that it aims to provide footwear that aligns with a comfortable lifestyle. # Product The Margot 2.0 Flats by VIVAIA are presented as a solution for comfortable footwear. They are designed for individuals seeking relief from squished toes, offering an extra roomy toe box. Key features include arch support and water repellent material. The product addresses the discomfort and inconvenience often associated with flats, offering a more comfortable and functional alternative. The use of the term '2.0' implies an upgraded version, suggesting enhanced features and improvements over previous models. # Visual style The ad has a clean and minimalist visual style. It features a split-screen view with a focus on product features and benefits. The lighting is soft and diffused, creating a gentle and inviting atmosphere. The background is a solid color, which helps to highlight the product and its features. The font is clean and legible, contributing to the ad's simplicity and clarity. # Hooks Headline: No More Squished Toes! # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the discomfort of squished toes in traditional flats. The phrase 'No More Squished Toes!' directly addresses this frustration. # Value propositions - Margot 2.0 Flats: The updated version offers an improved footwear experience, addressing common discomforts. - Extra Roomy Toe Box: Provides comfort by preventing toes from being squished. - Arch Support: Enhances comfort and foot health. - Water Repellent: Offers practicality and protection from moisture. # Benefits - No More Squished Toes! # Features - Extra Roomy Toe Box - Arch Support - Water Repellent # Call to action None used. # Social proof - None used. # Point of view - Customer: The initial visual of the squished toes and the product demo give the audience the perspective of a customer seeking comfortable footwear. - Brand: The feature callouts and tagline provide the brand's perspective, highlighting the product's benefits and brand identity. # Storyline - The ad opens by visually contrasting a bare foot with toes close together with a foot wearing the Margot 2.0 Flat. This is intended to show how uncomfortable it is to have your toes squished in a normal flat. The audience experiences this from the customer's point of view. - The ad highlights the shoe's features with text and icons, emphasizing the extra roomy toe box, arch support, and water-repellent properties. The intention is to convey the key benefits of the product from the brand's perspective. - The ad concludes by displaying the brand name and 'ComfyStyle' tagline, reinforcing the brand's identity and its focus on comfortable fashion. The brand is trying to reinforce its brand identity and value proposition.

# Ad summary This ad features a close up product shot of Vivaia's Hybrid Mary Jane (Cecily) shoe on a red fire hydrant. The text overlay states that it is Twice Nayeon's 'Comfort Pick' and prompts the user to 'Shop The Spring Limited Collection'. # Brand positioning VIVAIA is presented as a modern footwear brand focused on comfort and style. The brand is positioned as collaborating with celebrities, with this ad highlighting the 'Comfort Pick' of Twice Nayeon. By partnering with popular figures, VIVAIA aims to appeal to a trend-conscious audience that values both fashion and comfort. This suggests the brand is forward-thinking and attentive to current tastes, making it a desirable choice for consumers who want to stay stylish without sacrificing comfort. # Product The product being advertised is VIVAIA's Hybrid Mary Jane (Cecily) shoe. The shoe features a beige woven upper, a red trim around the foot opening, and light beige laces with decorative red-accented knots. Its design blends the classic Mary Jane style with a modern, breathable construction. The product is presented as a 'Comfort Pick', indicating that it is designed for comfortable wear. The ad encourages consumers to 'Shop The Spring Limited Collection', suggesting seasonal appeal and exclusivity, making it an appealing choice for those looking to update their wardrobe with trendy, comfortable footwear. # Visual style The ad features a product-focused shot with a blend of urban and lifestyle elements. The production quality is high, likely studio-shot with controlled lighting to highlight the shoe's texture and details. The visual motif includes a close-up view of the product, set against an unexpected backdrop of a red fire hydrant, creating a striking contrast. The typography is clean and modern, integrated smoothly into the image to deliver key messages, and the overall style mimics a high-end editorial spread, designed to catch the eye and convey sophistication. # Hooks Headline: TWICE NAYEON'S Comfort Pick # Funnel stage Consideration # Pain points None used. # Value propositions - Nayeon's comfort pick # Benefits - Comfort # Features - Hybrid Mary Jane (Cecily) # Call to action Shop The Spring Limited Collection # Social proof - “Comfort Pick” – Twice Nayeon. This quote implies first-hand use from a celebrity. # Point of view - Brand: This POV is conveyed through the product name, branding, and promotional messaging. It highlights the product features, celebrity endorsement, and purchase incentives from a brand perspective. # Storyline - The ad presents the Vivaia Hybrid Mary Jane (Cecily) shoe as Twice Nayeon's 'Comfort Pick,' immediately establishing celebrity endorsement and highlighting the shoe's comfort aspect. This aims to grab the viewer's attention by leveraging a celebrity's credibility and influence to create an association of comfort and style, from a brand perspective. - The ad encourages viewers to 'Shop The Spring Limited Collection,' creating a sense of urgency and exclusivity. This prompts the audience to take immediate action to purchase the featured shoe, implying limited availability and desirability, from a brand perspective.

# Ad summary This ad features a quote from TWICE Nayeon that highlights the soft cushioned insoles of the featured shoes. The shoes are lightweight and comfortable and a celebrity endorsement adds credibility. # Brand positioning This ad presents a footwear brand, positioning itself as a provider of comfortable and stylish shoes. The brand uses a testimonial from a popular figure to highlight the functional benefits of its product, implying a focus on quality and customer satisfaction. By featuring a celebrity endorsement, the brand aligns itself with a youthful and trendy lifestyle, potentially targeting a younger demographic that values both fashion and comfort. This brand appears to push against the norm of prioritizing style over comfort, offering shoes that deliver on both aspects. # Product The advertised product is a pair of women's shoes featuring a transparent upper with a beige trim, a buckled strap, and a cushioned insole. The shoes are positioned as comfortable, with the ad specifically highlighting the "soft cushioned insole." This feature is emphasized through a quote from TWICE Nayeon, a celebrity endorser. The shoes are lightweight and designed to be worn casually. The primary purchase barrier addressed is comfort; the cushioned insole alleviates concerns about foot fatigue, while celebrity endorsement adds credibility and implies quality. # Visual style The ad features a highly polished, studio-shot image. The visual motifs include soft lighting and a clean background. The image treatment involves color grading to enhance the pastel tones, creating a soft and inviting aesthetic. The overall effect is a clean and modern look, typical of fashion advertising on social media platforms, which aims for high scannability and stop power in the feed. # Hooks Headline: "I especially love the soft cushioned insole." # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - soft cushioned insole # Benefits - I especially love the soft cushioned insole # Features - soft cushioned insole # Call to action None used. # Social proof - "I especially love the soft cushioned insole." –TWICE NAYEON # Point of view - Brand: The ad features the brand's product and aims to showcase its benefits and association with a well-known celebrity. - External source: TWICE Nayeon provides a quote about her positive experience with the product, acting as an endorsement. # Storyline - The image begins with an eye-level medium shot of TWICE Nayeon sitting on a white loveseat, which conveys the message that this person is a celebrity and is associated with the brand. The brand is presenting the ad from this person's point of view. - The angle shifts to highlight Nayeon's shoes. This is intended to allow the customer to view the product. The brand's intention is to showcase the product and its association with a famous figure. - A quote is displayed which highlights the soft cushioned insole of the shoes. The quote adds a personal touch, suggesting a user experience and building trust with potential customers. The customer is hearing an endorsement from an external source: a celebrity.

# Ad summary This ad showcases the VIVAIA Margot Mary Jane 3.0 flats, highlighting TWICE Nayeon's endorsement for comfort. The ad aims to entice shoppers with a limited spring collection. # Brand positioning VIVAIA is presented as a brand focused on comfort and style, particularly with its footwear. The brand is endorsed by TWICE Nayeon, suggesting an alignment with popular culture and celebrity influence. The promotion of a 'Spring Limited Collection' implies a seasonal focus, likely appealing to fashion-conscious consumers looking for trendy and up-to-date styles. The brand positioning seems emotional, as it focuses on comfort and celebrity association rather than purely functional aspects. The brand pushes the category norms by focusing on being a comfort shoe for an everyday outing. # Product The advertised product is the VIVAIA Margot™ Mary Jane 3.0. This product is a type of flat shoe with a Mary Jane style, featuring a strap across the top of the foot. The shoe comes in multiple color options, including red and black. These flats are promoted for their comfort. The ad highlights the shoe as part of a limited Spring collection. The shoe's endorsement by TWICE Nayeon suggests it targets fans of the celebrity and those seeking fashionable yet comfortable footwear. # Visual style The ad has a clean, polished look with a focus on the product. The background blur creates depth and emphasizes the shoes. The use of natural lighting and the urban setting give a contemporary feel. The overall aesthetic is simple and elegant, aiming to highlight the product's design and appeal. # Hooks Headline: TWICE NAYEON's Comfort Pick # Funnel stage Consideration # Pain points None used. # Value propositions - Endorsed as a comfort pick by TWICE Nayeon # Benefits - Comfort # Features - Margot™ Mary Jane 3.0 # Call to action None used. # Social proof - TWICE NAYEON's Comfort Pick # Point of view - Brand: The brand is presented at the bottom of the image with their logo and the shoe name, allowing them to brand their shoe as an option to consumers. - External source: The top of the image shows that the brand is TWICE NAYEON's 'comfort pick'. # Storyline - The ad begins with a product showcase featuring two VIVAIA Margot Mary Jane 3.0 flats in different colors, visually highlighting their design and style. This is intended to capture the viewer's attention and introduce the product, presented from the brand's perspective to display the shoe's aesthetic appeal. - The ad highlights TWICE Nayeon's endorsement of the product as a 'Comfort Pick', leveraging celebrity influence to build credibility and appeal to fans. This is intended to create a connection with the audience and encourage them to consider the product, presented from an external source (TWICE Nayeon's endorsement) to emphasize trustworthiness. - The ad mentions a 'Spring Limited Collection', creating a sense of urgency and exclusivity to encourage immediate purchase. This aims to prompt action by suggesting the product is only available for a limited time, presented from the brand's perspective to drive sales.

# Ad summary This ad features four different styles of Vivaia shoes in the Spring Limited Collection as 'TWICE NAYEON's Comfort Pick.' # Brand positioning Vivaia is presented as a brand that emphasizes both comfort and style, with a focus on delivering fashionable footwear options. The collaboration with TWICE NAYEON suggests a connection with popular culture and aims to appeal to a younger demographic interested in celebrity-endorsed fashion. The brand's positioning seems to lean towards the emotional side, emphasizing the feeling of comfort and the aspirational aspect of aligning with a celebrity's choice, and promotes trendy values. # Product The ad features multiple styles of Vivaia shoes as part of 'The Spring Limited Collection.' The shoes are presented as 'TWICE NAYEON's Comfort Pick,' suggesting they are comfortable and fashionable. Specific details for each shoe style include: a light-colored ballet flat with a ribbon tie, a red and tan woven slip-on with red laces, a light-colored ballet flat with a gold strap, and a red loafer with a studded strap. The language and visual presentation indicate that the shoes are designed to be stylish and comfortable, appealing to consumers who value both fashion and practicality. # Visual style The ad's visual style combines a clean, well-lit product shot with natural textures and soft shadows. The production quality appears to be high, with careful attention to lighting and composition. The visual motif is minimalistic, with a focus on showcasing the product against a neutral background. There are subtle color grading adjustments to enhance the warmth and texture of the image. The typography is clean and legible, integrated without overwhelming the visuals. # Hooks Headline: TWICE NAYEON's Comfort Pick # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Brand: The overall ad presents the brand's perspective, showcasing its products and highlighting the celebrity endorsement and limited collection. # Storyline - The ad opens with the headline 'TWICE NAYEON’s Comfort Pick' to immediately capture attention by leveraging a celebrity endorsement. This aims to create an association with quality and style as conveyed by the brand. - The central focus of the ad is a hero product shot that displays four different shoe styles in the Spring Limited Collection. By showcasing the shoes visually, the brand aims to highlight the variety and aesthetic appeal of its products as seen from a brand perspective. - The ad concludes with the text 'The Spring Limited Collection' to emphasize the seasonality and exclusivity of the featured products. This message aims to drive urgency and purchase behavior by appealing to the customer's sense of FOMO.

# Ad summary This ad features a sneaker being promoted as TWICE NAYEON's comfort pick. # Brand positioning Vivaia is presented as a modern, style-forward shoe company, focusing on bridging comfort and fashion. The brand seeks to occupy a space in the consumer's mind as a celebrity-endorsed footwear option, emphasizing both style and comfort. By showcasing a specific product as a 'comfort pick' by a well-known figure, the brand aligns with the values of accessibility and trendiness. The ad disregards the traditional industry standards of high-end or overly formal footwear, pushing towards a more relaxed and youthful aesthetic. The brand positioning is both emotional (offering comfort) and functional (celebrity-endorsed) # Product The product featured is the Vivaia 'Jogger Sneakerina,' a casual sneaker. The shoe is a cream color with a light brown sole. The laces are made of ribbon and are decorated with colorful flowers. The shoe is positioned for everyday wear and comfort, as highlighted by the 'comfort pick' endorsement. The shoe is clearly designed for those who want a mix of casual comfort and fun fashion. # Visual style The ad has a lifestyle, product-focused aesthetic, aiming for a polished yet accessible presentation. The visual motifs include soft lighting and a blurred background, creating a focus on the product. The image treatment involves a shallow depth of field, emphasizing the shoe against the city backdrop. The style contrasts with hyper-stylized or overly staged product shots, opting for a natural, in-context look. The presentation helps with scannability by drawing immediate attention to the shoe through use of the soft lighting and background blur. # Hooks Headline: TWICE NAYEON's Comfort Pick # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Celebrity-endorsed style: "TWICE NAYEON's Comfort Pick" # Benefits - Comfort pick # Features - Jogger Sneakerina # Call to action None used. # Social proof - “TWICE NAYEON's Comfort Pick” # Point of view - Brand: In the header, the brand is naming the comfort pick by TWICE NAYEON and encouraging the audience to shop the collection, establishing the brand's identity and promotional focus. - Customer: The customer's perspective is engaged through the visual presentation of the 'Jogger Sneakerina,' inviting them to imagine wearing and enjoying the comfort and style of the shoe. # Storyline - The brand introduces the endorsement with the headline "TWICE NAYEON's Comfort Pick", immediately establishing credibility and attracting attention. This is presented from the brand's perspective to highlight the celebrity endorsement and to capture the attention of potential customers who are fans of the celebrity. This is the primary attention grabber to start the narrative. - Following the endorsement, the brand adds "Shop The Spring Limited Collection" to promote seasonal collection to drive sales. This is presented from the brand's perspective, urging the audience to explore the broader product range to buy the specific shoe. This progresses the narrative from awareness to action. - The product itself is featured in the center of the ad, showcasing its design and details. This section invites the customer's perspective, allowing them to visualize themselves wearing the shoe. This brings the narrative into focus, emphasizing visual appeal.

# Ad summary This ad features a person wearing a pair of Vivaia shoes with the claim of having a "Cloud-Like Roomy Toe Box for Bunions" to address the pain point of shoes being too tight or uncomfortable. A close-up view of the shoe's interior shows a foot graphic overlaid. # Brand positioning Vivaia is presented as a solution for women seeking comfortable and stylish footwear, particularly those with bunions. The brand is positioned as prioritizing comfort and spaciousness in its designs, specifically the toe box area. The brand is functional. # Product The product is a pair of navy blue Vivaia shoes, designed for women. The design of the shoe has a v-shaped opening at the top. The shoe is meant to provide a cloud-like roomy toe box for bunions. The shoes appear to be made of a flexible, possibly knitted, material, the inside of the shoe has a foot graphic overlaid with space around the toes for added comfort. # Visual style The ad features a product-focused, clean visual aesthetic. There are desaturated tones to present the shoes in a lifestyle setting, and there is an overlay to highlight the product feature. # Hooks Headline: Cloud-Like Roomy Toe Box for Bunions # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncomfortable shoes, particularly for people with bunions, by offering a roomy toe box for added comfort. # Value propositions - The shoe's 'Cloud-Like Roomy Toe Box' addresses the pain point of bunions. # Benefits - Comfort # Features - Cloud-Like Roomy Toe Box for Bunions # Call to action Shop Now # Social proof - None used. # Point of view - Customer: The ad shows a person wearing the featured shoe, giving the viewer a glimpse of how it looks when styled. # Storyline - The ad focuses on a person wearing the shoe while standing. This is to give the viewer a first impression of how the shoe looks in action from the customer's perspective. - The ad highlights the shoe's interior with a graphic foot overlay, focusing on the roomy space around the toes. This is to emphasize how the shoe can address bunions and provide comfort from the brand's perspective. - The 'Shop Now' button encourages viewers to purchase the Vivaia shoes, turning interest into action from the brand's perspective.

# Ad summary This ad features a woman in different outfits showcasing the various ways that VIVALAI sneakers can be styled. The woman is seen in different parts of the city. # Brand positioning VIVALAI is a brand that believes in being your unique self. The sneakers embody creativity and allow for self-expression. The shoes, while comfortable, bring the fun to any outfit. With interchangeable charms on the shoes, you're able to change your shoes every day. # Product VIVALAI sneakers are white sneakers that have holes for interchangeable charms. The sneakers can be styled up or down and are shown with a variety of outfits, from casual jeans to a workout set. The charms come in a pink box that has individual compartments. The laces can be tied to hold the charms in place. The shoe allows for unique self expression. # Visual style The ad is shot in natural light with minimal editing. The cuts are slow and steady and there is no beat sync. The ad feels upscale because it's showing the woman interacting with the product in the city. # Hooks Text overlay: VIVALAI Visual: 00:00–00:02 A young, fair-skinned, thin woman with long brown hair is centered and facing forward in a brightly lit, white room. She is wearing a beige zip up jacket, white sports bra, black shorts, white socks and pink shoes. A rolling clothing rack with shirts and suit jackets is slightly out of focus in the background. She puts her hands on her hips and then throws up her right hand. / 00:02–00:03 The young, fair-skinned woman is centered and facing forward in a brightly lit, white room. She is wearing blue jeans and a white ruffled shirt. She throws up her right hand. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The shoe allows for unique self expression. - Interchangeable charms allow you to change your shoe style every day. # Benefits - Allow for unique self expression - Can change your shoes every day # Features - Interchangeable charms # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is showing a woman using and interacting with the product in the everyday life. # Storyline - 00:00–00:02 A woman is seen in black shorts, a white sports bra, a beige zip up jacket, white socks and pink shoes. - 00:02–00:03 The scene cuts to a woman in blue jeans and a white shirt. - 00:03–00:06 The scene cuts to a view of the sky and buildings. - 00:06–00:09 The scene cuts to the top of a building. The scene cuts to a woman in blue jeans and white heels, lying on a couch. - 00:09–00:12 The scene cuts to a close up view of white flower covered branches. The scene cuts to a man taking a pink box with shoes out of it. - 00:12–00:15 The scene cuts to a close up view of the woman's hands tying the laces of the sneakers. The scene cuts to the buildings. - 00:15–00:27 The woman is shown on a balcony and on the street. - 00:27–00:30 The VIVALAI logo is shown in white on a black background.

# Ad summary This ad for Vivaia shoes features an endorsement from Twice Nayeon, emphasizing the comfort and lightness of the shoes. The ad presents a clean, grid-style layout showcasing the product in different colors and highlighting a positive testimonial. # Brand positioning Vivaia is presented as a modern, stylish footwear brand focused on comfort and design. The endorsement by Twice Nayeon, a South Korean singer and member of the girl group Twice, implies that Vivaia aligns with popular culture and celebrity fashion. The brand likely targets consumers who seek fashionable yet comfortable shoes and value celebrity endorsements. # Product The ad showcases Vivaia's square-toe Mary Jane flats, distinguished by a buckled strap and what appears to be a flexible, ribbed knit construction. The shoes are available in multiple colors including red, beige, light blue, and black. The product is marketed for its comfort and lightness as highlighted in the endorsement. The style is clearly meant to be stylish yet comfortable, and versatile enough for everyday wear. # Visual style The ad utilizes a clean and modern aesthetic with a grid layout showcasing product variations. The color palette is muted with pops of red from the stool and shoes, which draws the eye. The studio shot production quality, background lighting and celebrity endorsement suggest a polished, aspirational feel that is still highly scannable. # Hooks Headline: "They felt very comfortable and amazingly light." # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Comfortable and light shoes # Benefits - Comfort # Features - Square-toe - Buckled strap - Ribbed knit construction - Light # Call to action None used. # Social proof - "They felt very comfortable and amazingly light." – TWICE NAYEON # Point of view - Brand: Seen in the presentation of multiple shoe colors, the Vivaia logo, and association with Twice Nayeon. # Storyline - The ad begins by showcasing the Vivaia brand name and the variety of shoe colors available, setting the stage for a stylish and comfortable footwear option. The brand introduces the product and emphasizes its aesthetic appeal from the brand's perspective. - The storyline progresses by featuring a celebrity endorsement from Twice Nayeon, who attests to the comfort and lightness of the shoes. This section aims to build credibility and appeal by leveraging the popularity and influence of a well-known figure, from the brand's perspective. - Finally, the ad shows Nayeon herself wearing the red Vivaia flats, visually reinforcing the comfort and style of the product. This beat connects the endorsement with a real-life visual, making the testimonial feel more authentic and relatable, experienced from the viewer's perspective.

# Ad summary This image features singer Nayeon from Twice to showcase VIVAIA shoes. The brand is explicitly identified at the bottom left, while Nayeon is credited at the bottom right. A pair of white VIVAIA sneakers are featured along with a handwritten tagline. # Brand positioning VIVAIA is presented as a modern footwear brand that focuses on both style and sustainability. The shoes are shown in a real-world setting on a celebrity, suggesting that they are designed for everyday wear while maintaining a polished appearance. The brand’s collaboration with Twice’s Nayeon implies they aim to appeal to a younger, fashion-conscious demographic. # Product The advertised product is a pair of white VIVAIA sneakers with beige soles and white laces. The shoes feature colorful floral embellishments around the laces. The design suggests comfort and style for everyday wear. The sneakers are presented as a fashionable footwear option, potentially highlighting their versatility and sustainable materials. # Visual style The ad uses a clean, contemporary visual style. The high-quality studio shot enhances the product’s appeal. The neutral color palette, combined with the pop of color from the shoe embellishments, creates a balanced and engaging composition. The integration of handwritten typography adds a personal touch, while the overall aesthetic is platform-native, fitting seamlessly into social media feeds. # Hooks Headline: SNEAKERINA # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Brand: The brand name is located at the bottom left of the image, presenting a clear brand perspective. - External source: Nayeon from Twice is featured in the image, acting as an external endorsement of the brand and adding credibility to the product. # Storyline - The ad opens with a full shot of Nayeon, showcasing her outfit with the shoes. This image provides a visual context for how the shoes can be styled and worn. - The ad features a close up of the VIVAIA sneakers, providing a better view of their design and details. This close-up helps draw attention to the product's unique floral embellishments, creating a focal point for the ad. - The brand and celebrity names are displayed at the bottom of the ad, solidifying the partnership and brand recognition.

# Ad summary A woman puts on a light blue VIVAIA shoe. The ad then zooms in on the shoe's insole and highlights the shoe's roomy fit and sneaker-like comfort. # Brand positioning VIVAIA is presented as a modern, sustainable brand offering footwear designed for all-day walking with a focus on comfort. The brand positions itself as innovative in the shoe industry by providing an extra roomy fit and sneaker-like comfort in their designs. This indicates that VIVAIA is pushing against the norms of uncomfortable or restrictive traditional footwear, aiming for a functional positioning by prioritizing the wearer's comfort and well-being. # Product The featured product is a light blue VIVAIA shoe, designed for women and optimized for all-day walking. It is presented as a closed-toe shoe with a green inner lining. The shoe boasts an "Extra Roomy Fit" that provides the wearer with "Sneaker-Like Comfort." The breathable insole, which is green, is also highlighted in the ad. The ad aims to address the purchase barrier of uncomfortable footwear by showcasing a shoe that prioritizes comfort and functionality. # Visual style The ad has a clean and modern aesthetic, with a focus on simplicity and functionality. The use of soft lighting and neutral backgrounds creates a sense of comfort and ease. The product is the focal point, and the visuals are designed to highlight its key features and benefits. The layout is well-organized, with a clear hierarchy of information. # Hooks Headline: Extra Roomy Fit # Funnel stage Consideration # Pain points The pain point is foot discomfort and lack of support during extended periods of walking or standing. This is implied through the description of the product being 'Designed for All-Day Walking' and with an 'Extra Roomy Fit' providing 'Sneaker-Like Comfort'. # Value propositions - All-day comfort with the extra roomy fit # Benefits - Designed for All-Day Walking # Features - Extra Roomy Fit - Sneaker-Like Comfort # Call to action SHOP NOW # Social proof - None used. # Point of view - Customer: Seen as a woman puts on the shoe, showing the product being worn, with a focus on the user experience of wearing the shoe. - Brand: The brand POV is present in the text promoting key features and benefits of the shoe such as the "Extra Roomy Fit" and "Sneaker-Like Comfort." # Storyline - The ad begins by showing a woman putting on a light blue VIVAIA shoe. This moment is designed to showcase the product in use and in a real-life setting. The POV is from an observer, setting the scene for the viewer to see the shoe being worn. - The ad then focuses on the shoe's insole, which is being stretched apart to show the breathability. This shows the viewer the unique comfort feature of the sole and highlights the roomy interior of the shoe. The POV is from the brand showing a functional feature. - The ad ends with text highlighting the "Extra Roomy Fit" and "Sneaker-Like Comfort." This is the brand calling out the key benefits of the shoe. The POV is from the brand emphasizing the value proposition and drawing the customer to the CTA.

# Ad summary The image ad showcases Vivaia shoes designed for an extra roomy fit, highlighting its comfort and versatility for all foot shapes. The ad uses a split image to convey the roomy fit of the shoe and demonstrate how the shoe looks on a woman's foot. # Brand positioning VIVAIA is presented as a brand focused on comfortable and versatile footwear for women. The positioning is functional and addresses a common fit issue of shoes with its 'Extra Roomy Fit' design. They seem to be pushing against the norms of standard shoe sizing, aiming to provide a solution for those who struggle to find well-fitting footwear. The brand's alignment with practicality and customer comfort aims to make it a go-to choice for women seeking both style and ease in their footwear. # Product The ad features VIVAIA women's shoes designed for an 'Extra Roomy Fit,' catering to individuals with diverse foot shapes. The product is presented as versatile for all foot shapes and appears to be a ballet flat design made with a flexible, breathable material. The design suggests the shoes can accommodate a variety of foot sizes and shapes, addressing the common issue of finding well-fitting shoes. The ad presents the shoe as an accessible option for everyday wear. # Visual style The ad features a clean and modern visual style with a split-screen design. The color palette is soft and muted, using pastels like light blue and yellow to create a gentle and inviting feel. The production quality is high, with well-lit studio shots that focus on product features and a lifestyle element of a woman wearing the shoes. The typography is minimalist and legible, contributing to the overall clarity and scannability of the ad. # Hooks Headline: Extra Roomy Fit # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is finding shoes that fit comfortably, especially for individuals with unique foot shapes. # Value propositions - Extra Roomy Fit: comfortable design - Designed for All Foot Shapes: functional fit # Benefits - Accommodating a variety of foot shapes - Shoes designed to fit well # Features - Extra Roomy Fit - Designed for All Foot Shapes # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The POV is from the brand, as they showcase the features and benefits of their shoe, emphasizing its roomy fit and design. # Storyline - The image begins with hands stretching the shoe's opening, showing the green insole. The brand is communicating the flexibility and accommodating fit of the shoe, highlighting the roomy design from its perspective. - The second part of the image shows a woman wearing the shoe, paired with a yellow dress. The brand is demonstrating the shoe's wearability and style, showcasing how it looks when worn by a customer. - Lastly, copy calls out the design of the shoe: 'Extra Roomy Fit. Designed for All Foot Shapes.' The brand aims to clarify the shoe's primary benefit and target audience, highlighting a solution for a customer need.

# Ad summary The ad promotes the grand opening of a VIVAIA store in the Philippines. It features a close-up of the brand's shoes, with a call to action to "Feel it. Try it. Love it." # Brand positioning VIVAIA presents itself as a feminine and fashionable brand, positioning itself for customers who appreciate comfort. The collaboration with "Philippines" suggests a focus on localized relevance and appeal to consumers in the Philippines. Overall, VIVAIA offers stylish and feminine shoes with a commitment to comfort and local relevance. # Product The product featured is a pair of ballet-style shoes with ribbon laces. The shoes have a rounded toe and a low profile, and are light pink. A smaller image shows a pair of the same shoes, and the ad encourages customers to "Feel it. Try it. Love it," implying the shoes are comfortable to wear and of high quality. The overall message suggests that these shoes are worth trying and will be well-loved by the customer. # Visual style The ad has a clean, polished look with soft lighting and a pastel color palette. The focus is on the product, which is presented in an aspirational and inviting way. The overall visual style conveys a sense of feminine elegance and sophistication. # Hooks Headline: Grand Opening March 26 Feel it. Try it. Love it. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Benefits - Feel it. - Try it. - Love it. # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image conveys a brand POV, showcasing the product and inviting customers to visit the new store. # Storyline - The ad opens by displaying a product image of the VIVAIA ballet-style shoes in an aspirational setting. This is intended to capture the audience's attention and generate interest in the product from the brand's perspective. - The ad includes the text "Grand Opening March 26. Feel it. Try it. Love it." This is designed to inform the audience about the store opening and invite them to engage with the product in person from the brand's perspective. - The ad notes "Festival Mall, 2nd Floor East Wing" in the Philippines. This is designed to provide a clear path to attending the grand opening from the brand's perspective.

# Ad summary This ad features a pair of VIVAIA Margot Mary Jane Mesh Floral shoes, endorsed by TWICE's Nayeon. The ad aims to promote the Spring Limited Collection, highlighting the blend of comfort and style for fashionable consumers. # Brand positioning VIVAIA is presented as a fashion-forward brand focusing on comfort and style, appealing to consumers who seek both in their footwear. The endorsement from TWICE's Nayeon positions the brand as trendy and desirable, aligning it with youthful energy and celebrity influence. VIVAIA aims to offer stylish footwear that doesn't compromise comfort, targeting consumers who want fashionable yet practical shoes. This particular ad hints at a limited-time, spring-themed collection, creating exclusivity and urgency. # Product The advertised product is the VIVAIA Margot™ Mary Jane Mesh Floral shoe, part of the Spring Limited Collection. It's a Mary Jane style shoe with a mesh floral design, offering a light and airy feel. The shoe features a strap across the foot with a small gold buckle, blending classic design with modern materials. The design suggests the shoes are lightweight and breathable, suitable for warmer weather. Endorsement by TWICE's Nayeon implies these shoes are fashionable and on-trend, likely appealing to fans and fashion-conscious consumers. # Visual style The ad has a clean and polished studio shot aesthetic. The color palette is soft and pastel, creating a gentle and inviting mood. The image treatment includes soft lighting to highlight the shoes' details and texture. The overall design is simple and elegant, focusing on the product and its endorsement. The use of a pastel background enhances the Spring theme and makes the shoes stand out. # Hooks Headline: TWICE NAYEON's Pick # Funnel stage Consideration # Pain points None used. # Value propositions - Stylish and comfortable footwear endorsed by a celebrity - Exclusive limited edition product - Seasonal style: Perfect for spring # Benefits - Fashionable and on-trend - Light and airy feel - Exclusive style # Features - Mesh Floral Design - Mary Jane Style - Part of Spring Limited Collection # Call to action None used. # Social proof - Endorsement from TWICE NAYEON implies the product is highly desirable and fashionable # Point of view - Brand: The entire ad presents the brand's perspective by promoting the product and highlighting its key features and endorsement. # Storyline - The ad starts by showcasing the VIVAIA shoes, immediately establishing the product as the focal point. The intention is to capture attention with the shoe's design and style, from the brand's POV. - It then highlights the endorsement by TWICE's Nayeon to leverage celebrity influence, aiming to increase the product's appeal and credibility among fans and fashion enthusiasts, from the brand's POV. - Lastly, the ad mentions the Spring Limited Collection to create a sense of urgency and exclusivity, prompting viewers to shop the collection, from the brand's POV.

# Ad summary This ad features Nayeon from Twice talking about why she likes Vivaia shoes. She mostly features the Margot Mary Jane style. # Brand positioning Vivaia is presented as a brand that values both style and comfort, particularly in its footwear. The brand aims to occupy a space in the consumer's mind where fashion-forward design meets everyday wearability. The ad emphasizes the brand's alignment with a lifestyle that appreciates simplicity and comfort without sacrificing trendiness. Vivaia positions itself as a brand that stands for being true to oneself while staying stylish, seemingly pushing against the norm that style must come at the expense of comfort. The brand positioning is both functional (comfort, cushion) and emotional (feeling true to yourself). # Product The ad features Vivaia's Margot Mary Jane shoe, highlighting its simplicity and comfort. The shoe is presented as a blend of trendy design and practical wearability. Nayeon emphasizes the light feel and soft cushioned insoles of the Margot Mary Jane. The shoe is suitable for those who want to stay fashionable but also prioritize comfort in their daily wear. The ad addresses the purchase barrier of sacrificing comfort for style by showcasing a product that combines both. Margot Mary Jane is versatile and can be worn on various occasions, as demonstrated through the ad's visuals. The ad highlights the shoe's value by emphasizing that it allows the wearer to feel like their true self, merging style and comfort for everyday life. # Visual style The ad has a polished, commercial aesthetic with a blend of studio and lifestyle shots. The editing style includes quick cuts and smooth transitions. The production quality is high-end, aiming for a sleek and professional look. The visual motifs include clean, bright backgrounds and a mix of color and black-and-white shots. The pacing is moderate, with cuts timed to the music and voiceover. # Hooks Spoken: How did you feel when you first wore these shoes? Text overlay: How did you feel when you first wore these shoes? (text overlay) Visual: 00:04–00:04: Extreme close-up of a fair-skinned young woman's face as makeup is being applied with a small brush to her left eyelid. She has long brown hair and fair skin. Two hands and arms are visible, belonging to the makeup artists. The background is white. / 00:04–00:06: Close-up of a foot wearing a sheer beige Mary Jane shoe with floral details and a strap. The foot is resting on a plain white surface. Text overlay reads, "How did you feel when you first wore these shoes?" / 00:06–00:07: A fair-skinned young woman with long brown hair, wearing a white blouse with ruffles and light blue jeans, sits on a stool in a bright, white studio. She has her hands clasped in front of her. The background is plain white. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is having to choose between style and comfort. # Value propositions - Being trendy while feeling comfortable all the time - The most comfortable thing is being my true self - Margot Mary Jane I'm wearing right now because it's simple and comfortable - Especially love the soft cushioned insoles # Benefits - Comfort - Trendiness - Being your true self - Lightness # Features - Simple design - Soft cushioned insoles - Comfortable - Amazingly light # Call to action None used. # Social proof - "They felt very comfortable and amazingly light." # Point of view - Customer 100% – The ad is told entirely from Nayeon's perspective as a celebrity endorser sharing her experience with the product. # Storyline - 00:00–00:01 The ad opens with a behind-the-scenes shot of a film slate and camera crew, suggesting a professional interview or photoshoot setting. - 00:01–00:05 The scene transitions to shots of a model, Nayeon, wearing various outfits and shoes, creating a montage of stylish looks in a studio setting. This establishes Nayeon as a style-setter. - 00:04–00:07 The ad shifts to a direct question addressed to Nayeon, asking, "How did you feel when you first wore these shoes?" This sets up a testimonial format from Nayeon's perspective. - 00:07–00:10 Nayeon responds by saying, "They felt very comfortable and amazingly light," providing a first-hand experience of the product's benefits. This frames the story from Nayeon's user perspective. - 00:10–00:15 The ad transitions to lifestyle shots of Nayeon in an urban setting, paired with the question, "When do you feel the most comfortable?" This adds an environmental element to the story. - 00:15–00:21 Nayeon answers that she feels most comfortable "When I take a shower and lie down on my bed," providing a personal touch and aligning with the brand's emphasis on comfort. - 00:21–00:26 The ad returns to the interview setup, posing the question, "What does comfortable mean to you?" setting up Nayeon to give her personal definition. - 00:27–00:33 Nayeon responds, "The most comfortable thing is being my true self," linking the brand's value proposition to personal authenticity. - 00:33–00:38 The ad showcases the different styles of Vivaia shoes, coupled with the question, "What are the most important factors that you consider in fashion?" adding depth to the brand's fashion perspective. - 00:38–00:42 Nayeon says, "Being trendy is very important, but it has to be comfortable all the time," reinforcing the brand's blend of trendiness and comfort. - 00:42–00:46 The ad pivots to spotlighting Nayeon's choice, asking, "Nayeon's pick for today?" setting up the featured product reveal. - 00:46–00:52 Nayeon reveals, "I would pick the Margot Mary Jane I'm wearing right now because it's simple and comfortable," directly recommending the advertised product and reiterating the key selling points. - 00:52–00:58 Nayeon adds, "I especially love the soft cushioned insoles," emphasizing a specific product feature to enhance the product's appeal. - 00:58–00:59 The ad concludes with the brand logo, "VIVAIA," solidifying brand recognition.

# Ad summary This Meta image ad for Vivaia shoes features a quote from Twice Nayeon in support of the comfort and lightness of the shoe, accompanied by an image of Nayeon wearing the shoes and four images showing different color options for the shoes. # Brand positioning Vivaia is presented as a stylish and comfortable footwear brand. The ad features a celebrity endorsement, suggesting that the brand is popular and trusted by well-known figures. The brand offers a variety of colors for their product, allowing customers to express their individual style. The focus on comfort and lightness positions Vivaia as a brand that prioritizes the wearer's experience without sacrificing style. Vivaia places itself in the market as a brand that combines both comfort and style, providing fashionable shoes that are also easy to wear. # Product The ad features Vivaia's square-toe Mary Jane flats. The shoes are designed with a focus on comfort and lightness, as highlighted in the testimonial. The shoes are available in multiple colors, including black, light blue, beige, and red. The design includes a studded strap across the foot for added style. The ad showcases the versatility of the shoe, suggesting it can be worn in various settings. The product is aimed at individuals looking for footwear that combines fashion with comfort, addressing the need for stylish shoes that are also easy to wear for extended periods. # Visual style The ad has a clean and modern aesthetic, with a focus on product presentation and social proof. The production quality appears to be high, with professional photography and attention to detail. The image treatment includes a subtle color grading to enhance the overall visual appeal. The layout is simple and easy to scan, with a clear hierarchy of information. The use of a celebrity endorsement adds a touch of luxury and exclusivity to the brand. The color palette is muted, with pops of color from the red stool and red shoe, which draws the eye and makes the ad more engaging. # Hooks Headline: "They felt very comfortable and amazingly light." – TWICE NAYEON # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the problem of finding shoes that are both stylish and comfortable, as stated by the testimonial from Twice Nayeon: "They felt very comfortable and amazingly light." # Value propositions - Shoes are comfortable. # Benefits - Comfortable shoes # Features - Comfortable - Amazingly light # Call to action None used. # Social proof - "They felt very comfortable and amazingly light." – TWICE NAYEON # Point of view - Customer: The quote from Twice Nayeon provides a first-person perspective on the comfort and lightness of the shoes. - Brand: The images of the shoes and the brand name at the top of the ad are from the brand's POV. - External source: The presentation of Twice Nayeon as an external source adds credibility and serves as a form of endorsement for the product. # Storyline - The ad begins by presenting an image of a person wearing the Vivaia shoes, which visually communicates that the shoes are stylish and can be incorporated into an outfit. The brand intends to showcase the aesthetic appeal of the shoe to initially capture the audience's attention. - The ad adds a quote from Twice Nayeon, emphasizing the comfort and lightweight feel of the shoes. The ad aims to build trust and credibility by using a celebrity endorsement, influencing the viewer to consider the product more favorably. - The ad shows various color options for the shoes, conveying the availability of the product in multiple styles. The ad intends to appeal to a broader audience by offering choices that cater to different preferences, highlighting the options and encouraging the customer to consider purchasing the shoe that best suits their style.

# Ad summary This ad showcases a pink Mary Jane style shoe on top of a black statue while the text highlights that the shoe is endorsed by Twice Nayeon and part of the spring limited collection. # Brand positioning VIVAIA is a brand that focuses on style with comfort and sustainability. They want consumers to see them as a brand that is environmentally conscious and trendy, with the use of bright colors and an endorsement from a celebrity figure. # Product The ad features the brand's Hybrid Mary Jane (Cecily) shoes from their Spring Limited Collection. The shoe is a pink, lace-up style with a round toe and a small, decorative flower accent on the laces. The upper portion of the shoe has a woven, open weave pattern. The laces are thin, round, and pink to match the shoe. The name 'Hybrid Mary Jane (Cecily)' is listed directly below the main product on the post. # Visual style The ad has a clean and polished studio shot aesthetic with soft lighting and a pastel color palette. The product is the focus and the simple background keeps the ad from being too cluttered. # Hooks Headline: TWICE NAYEON's Pick # Funnel stage Consideration # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Spring Limited Collection - Hybrid Mary Jane (Cecily) # Call to action Shop The Spring Limited Collection # Social proof - The text "TWICE NAYEON's Pick" implies that the celebrity endorses the product. # Point of view - Brand: The brand's point of view is consistent throughout the image, with the use of its name, brand ambassador, promotional text, and product display. # Storyline - The ad opens with the brand name, VIVAIA, setting the stage for the product reveal. The intention is to quickly establish brand recognition and set expectations for the brand's style. This is being told from the brand's POV. - Next, the ad showcases the text 'TWICE NAYEON's Pick,' immediately drawing attention and leveraging the celebrity endorsement to enhance the product's appeal. This is from the brand's POV, highlighting their collaboration to build credibility and aspiration. - The ad includes the phrase 'Shop The Spring Limited Collection,' encouraging immediate action to capitalize on the product's exclusivity and seasonal relevance. The intention is to create a sense of urgency and opportunity, suggesting limited availability. This is from the brand's POV, urging customers to purchase. - The ad displays the 'Hybrid Mary Jane (Cecily),' providing a clear visual of the featured product, allowing potential customers to see the design and style. This shot provides a concrete image that ties into the text, solidifying the brand's offering in the viewer's mind. This is from the brand's POV, presenting the product and its features directly to the viewer.

# Ad summary This ad showcases VIVAIA shoes, specifically the Izabel model, highlighting its comfort and support features for foot health, endorsed by podiatric specialists. The ad combines a visual of the shoe's flexible upper with a lifestyle shot of someone relaxing outdoors wearing the shoes. # Brand positioning VIVAIA is presented as a brand focused on foot health and comfort, offering stylish shoes that cater to specific foot conditions. The brand emphasizes the endorsement of podiatric specialists, positioning itself as a trusted and credible option for those seeking footwear that combines fashion with foot care. It appears to cater to individuals who prioritize both style and wellness, aiming to occupy a space in the market where comfort and medical considerations are just as important as aesthetics. The brand appears to set itself apart by appealing to foot-related issues like bunions that other stylish shoe brands ignore. # Product The advertised product is the Izabel shoe by VIVAIA, designed with features that prioritize foot comfort and health. The shoe has a flexible upper that can stretch to accommodate bunions, ensuring a comfortable fit for those with this condition. It offers ultra cushioning and responsive support, enhancing comfort during wear. The shoe also provides enhanced arch support, promoting foot stability and reducing strain. Additionally, it is designed to be blister-free, eliminating a common foot-related discomfort. This shoe is likely aimed towards individuals looking for comfortable and supportive footwear for everyday use, particularly those who may have bunions or other foot-related issues. The ad implies that these shoes are worth buying for their ability to alleviate discomfort and provide support while maintaining a stylish design. # Visual style The ad has a clean and modern visual style, combining product-focused close-ups with lifestyle imagery. The color palette is muted, using soft neutral tones (beige, grey, and green) to create a calming and sophisticated feel. The photography is well-lit and polished, contributing to a sense of professionalism. The overall aesthetic aims to convey a sense of trustworthiness and reliability while also showcasing the shoe's comfort and style. # Hooks Headline: Trusted by Podiatric Specialists # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is foot discomfort and specific conditions like bunions that make finding comfortable and stylish shoes challenging. This is implied through the mention of "Bunion Friendly" shoes and the need for "Enhanced Arch Support" and being "Blister Free". # Value propositions - Trusted by Podiatric Specialists # Benefits - Bunion Friendly - Ultra Cushioned & Responsive - Enhanced Arch Support - Blister Free # Features - Bunion Friendly - Ultra Cushioned & Responsive - Enhanced Arch Support - Blister Free # Call to action SHOP NOW # Social proof - ACCEPTED AMERICAN PODIATRIC MEDICAL ASSOCIATION # Point of view - Brand: The entire ad serves to promote the brand and its product, with consistent messaging and visuals designed to persuade the viewer to consider VIVAIA as a viable option for foot comfort and health. # Storyline - The ad begins with a close-up shot of hands stretching the top of a VIVAIA shoe, highlighting its flexibility and adaptability. This is intended to visually demonstrate one of the key features of the shoe in action and is told from the brand's perspective, focusing on the product's design and functional benefits. - The scene shifts to a person relaxing outdoors with their feet up on a desk, wearing the VIVAIA shoes. This moment conveys a sense of comfort and relaxation while wearing the shoes, showing a real-life use case and suggesting the shoes are suitable for comfortable, everyday wear. The story is being told from a customer's perspective, showing how the shoe fits into a relaxed lifestyle. - Key features of the shoe are listed alongside bullet points: "Bunion Friendly", "Ultra Cushioned & Responsive", "Enhanced Arch Support", and "Blister Free". This segment offers direct information about the benefits of the shoes, providing clear and concise reasons for purchase. The perspective is from the brand, emphasizing the functional aspects and health benefits of their product.

# Ad summary This ad announces the grand opening of a new VIVAIA location in the Philippines. It features a pair of VIVAIA shoes and the location of the store opening. # Brand positioning VIVAIA is presented as a modern and accessible brand that prioritizes comfort and style. The shoes featured in the ad are minimalist and elegant, which suggests the brand aims to offer versatile footwear that fits seamlessly into various lifestyles. With its reference to the Philippines, the brand is also positioning itself as expanding globally and connecting with local communities, thus appealing to a broad, international customer base. # Product The featured product is a pair of VIVAIA ballet flats in a light pink color, adorned with a matching bow on the toe. The shoes appear to be made from a knitted material, which could imply a focus on comfort and flexibility. The overall design is simple and elegant, making them suitable for everyday wear. The shoes are marketed as something that you can 'Feel, try, and love', emphasizing an easy and satisfying customer experience. # Visual style The ad has a clean and polished aesthetic, using soft lighting and a simple color palette to highlight the product. The spotlight effect adds a touch of elegance, while the overall design is modern and accessible. The flatlay composition and clear typography contribute to a scannable and engaging visual experience. # Hooks Headline: Grand Opening March 26 # Funnel stage Top of funnel (Awareness) # Pain points None used. # Benefits - Feel it. - Try it. - Love it. # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad conveys the brand's message about its expansion and store opening details. # Storyline - The ad opens by highlighting the brand VIVAIA in collaboration with the Philippines, setting the stage for a local store opening. This serves to immediately draw the attention of local customers and communicate brand expansion, which is being told from the brand's perspective. - Next, the ad presents the upcoming grand opening date of March 26, inviting potential customers to 'Feel it. Try it. Love it.' This informs the audience of the store's launch and encourages them to experience the product firsthand, from the brand's perspective. - Finally, the ad provides the physical location of the new store in Festival Mall, 2nd Floor East Wing. This offers concrete details for interested customers to visit the new location, being told from the brand's perspective.

# Ad summary This ad features TWICE NAYEON holding up VIVAIA shoes with the headline "TWICE NAYEON'S Comfort Pick" and "SPRING 2026" beneath the headline. # Brand positioning VIVAIA is presented as a fashion brand that prioritizes comfort. It positions itself in the market through celebrity endorsements, aligning with current trends, and showcasing its products as a 'Comfort Pick' for those seeking both style and ease. The brand's tone is modern and accessible, appealing to consumers who value both fashion and comfort. # Product The ad features VIVAIA shoes, specifically ballet flats and sneakers. The shoes are presented as comfortable and stylish. The ad shows the shoes in various colors, including beige, pink, and white. The ballerinas are a slip on style, while the sneakers are a lace up. They are held by a woman in the center of the ad, being presented for the audience to see. The overall message conveyed in the ad is that VIVAIA shoes are a great choice for anyone who wants to be both comfortable and fashionable, especially as chosen by TWICE NAYEON. # Visual style The ad features a modern and clean visual style. The production quality appears to be highly polished with studio-shot lighting. The image treatment includes a soft color grade to enhance the visual appeal. The typography is large and legible. This style aims to be both visually appealing and easily scannable in-feed. # Hooks Headline: TWICE NAYEON'S Comfort Pick # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Endorsed by TWICE NAYEON # Benefits - Comfort # Call to action None used. # Social proof - “TWICE NAYEON'S Comfort Pick” — This headline suggests that the shoes are endorsed by a celebrity, building trust and credibility. # Point of view - Brand: The brand is presenting its product as stylish and comfortable, endorsed by a celebrity, and suitable for the current season. # Storyline - The ad presents TWICE NAYEON, a celebrity endorser, holding an assortment of VIVAIA shoes. This captures the audience's attention by associating the brand with a well-known and liked figure. The brand is speaking through TWICE NAYEON to convey a sense of relatability and aspiration to viewers. - The headline states, "TWICE NAYEON'S Comfort Pick," which suggests that the shoes are comfortable and endorsed by a celebrity. This message is being conveyed to persuade consumers that the product is worth considering based on the endorsement and comfort factor. The brand is communicating to the consumer what the value proposition of the shoes are. - The text "SPRING 2026" is placed beneath the headline, suggesting a seasonal relevance and potentially hinting at a future collection or trend. The brand uses this detail to position the product as a current and fashionable choice. The brand is telling the viewer that this collection will be available in Spring 2026.