How Flo Period Tracker App Advertises on Meta

# Ad summary This ad features a woman reviewing the Flow app, a period tracker that helps women keep up with their menstrual cycle. She shares the app's features such as tracking your menstrual cycle, fertile signs, pregnancy, symptoms, exercise, and having an insights tab with articles about women's health. She describes the app as a lifesaver and recommends that women check out the app asap. # Brand positioning Flow is presented as a women's health app designed to empower women to better understand their bodies and menstrual cycles. The ad presents Flow as a tool that helps women track various aspects of their cycles, leading to a sense of control and predictability. By using the app, women can anticipate physical and emotional changes, making it easier to navigate their daily lives. The brand promotes a sense of self-awareness and well-being. # Product Flow is presented as a comprehensive women's health app designed to track various aspects of the menstrual cycle, fertile signs, and pregnancy. The app allows users to log symptoms and exercise, providing insights into their overall health. The app also features an insights tab, which offers a wealth of articles about women's health. The ad highlights that Flow can help users cater to themselves during their menstrual cycle. The ad aims to demonstrate why Flow is worth trying or buying by emphasizing its comprehensive features and the sense of control and understanding it provides. # Visual style The ad features a natural and relatable aesthetic. The video quality gives off a UGC feel. The editing style is natural. The ad maintains a consistent pace, reflecting the natural rhythm of a conversation. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action definitely check out this app asap # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad starts with the creator introducing that she has a luteal phase update. - 00:03–00:07 00:03–00:07 She explains that she has been using the Flow app to track her menstrual cycle and symptoms leading up to her period. - 00:07–00:13 00:07–00:13 She describes the app as a women's health app that tracks menstrual cycles, fertile signs, and pregnancy. - 00:13–00:31 00:13–00:31 She shares that she likes to use it to track her menstrual cycle, so she knows where she is at and is not surprised by how she feels in her luteal or follicular phase. - 00:31–00:39 00:31–00:39 The creator explains that she loves using the app to track her symptoms and exercise and that they have an insights tab with articles about women's health. - 00:39–00:45 00:39–00:45 She recommends that if you are looking for guidance on how to cater to yourself during your menstrual cycle, you should check out this app asap because it has been truly a lifesaver.

# Ad summary This ad showcases Flo app, a pregnancy tracking app that can send weekly updates to your partner. # Brand positioning Flo is presented as a modern pregnancy tracking app that supports and keeps partners informed throughout the pregnancy journey. The brand is positioning itself in a way that pushes against the traditional norm, when only the pregnant person is aware of what's happening. It empowers the pregnant person by making it easier to share updates with their partner. The brand aims to occupy the space as a functional app that promotes emotional connection. # Product The advertised product is Flo, a pregnancy tracking app designed to keep partners informed. Flo provides weekly updates on the pregnancy, allowing the partner to stay in the loop about what's happening with the pregnancy and the pregnant person. The app has a view-only version of the pregnant person's pregnancy day and predictions, as well as a pregnancy calendar showing the expected delivery date. The USP is that the app helps partners stay in tune with the pregnancy and promotes emotional connection. # Visual style The ad has a polished UGC feel. The editing style includes zooms and cuts. The production quality is clean and well-lit, which conveys a casual and friendly tone. The pacing is consistent. Text overlays and product actions are timed to the music. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action download Flo to share updates with your partner # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a pregnant woman standing in front of a white wall with a plant in the background, holding her baby bump and smiling. The intention is to set the scene by showing the audience who this ad is for. - 00:03–00:05 00:03–00:05 The woman raises a phone with the Flo app displayed on the screen. The view transitions to a close-up shot of the phone screen as someone scrolls through the app. This shows a demo of the product. - 00:05–00:07 00:05–00:07 The shot goes back to the woman as she holds up the phone with the Flo app. She is smiling as she looks at the camera. The intention is to show what app and the brand.

# Ad summary The ad features a woman talking about the benefits of using the Flo app to track her cycle and adjust her lifestyle accordingly. She mentions how it helps her understand energy shifts and avoid pushing herself too hard, allowing her to work with her body instead of against it. The ad includes various scenes from her life, such as working on her laptop, checking the app, resting, and hiking. # Brand positioning Flo is presented as a tool that empowers women to understand their bodies better, specifically by tracking their menstrual cycles and associated fluctuations in energy and well-being. The brand promotes a message of self-care and working in harmony with one's body, rather than pushing against it. This aligns with a lifestyle-based approach, suggesting that optimal productivity and well-being come from understanding and responding to the body's natural rhythms. It pushes against the norm of constant productivity, advocating for rest and adjustment based on cycle tracking. The positioning is emotional and functional, as it offers practical tracking while promoting a kinder, more understanding relationship with oneself. # Product Flo is presented as a cycle-tracking app designed to help women understand the energy shifts and symptoms associated with their menstrual cycles. The app allows users to log period dates, track moods, symptoms, and daily insights. It also offers information and predictions regarding hormone levels, potential symptoms, and optimal times for certain activities based on the user's cycle. The product addresses the purchase barrier of self-doubt and not knowing if one is lazy or genuinely needing rest. Flo is portrayed as a tool that enables users to adjust their activities and expectations based on their body's natural rhythms, rather than forcing productivity at all times. # Visual style The ad's visual style blends polished commercial elements with a UGC feel. Editing includes quick cuts and transitions between scenes. The production quality is high, with clear visuals and well-lit environments. The pacing is moderate, with several cuts per minute, maintaining a consistent rhythm. Visuals and text are synced with voiceover lines to emphasize key messages. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Check out the Flo app for yourself too. # Point of view - [object Object] # Storyline - 00:00–00:07 The creator is sitting at a table in a cafe or office, using a laptop, and wearing headphones. The message is that sometimes it’s difficult to discern between laziness and the need to rest, especially as a creator and entrepreneur who feels the need to be 'on' all the time. It’s from the creator’s perspective, and the tone is reflective. - 00:07–00:15 As a direct continuation of the previous moment, the creator shares that tracking her cycle with the Flo app helps her understand her energy shifts. The message is about how the app supports self-awareness and the ability to adjust activities accordingly. The perspective is from the creator, showcasing a solution. The tone is informative and positive. - 00:15–00:22 The creator shows a split screen of scenes from her life: sleeping in bed, working out at the gym, and standing alone outside. She is showing examples when she is sleepy, her strength at the gym is off, or she doesn't want to be social. The message is that when experiencing these things, she doesn’t get too hard on herself. It conveys a sense of self-compassion and understanding. The tone is reassuring and supportive. - 00:22–00:30 The creator is walking outside, stepping on boards, and then turns towards the camera smiling on a sunny day. She conveys that she is no longer fighting against her body, but working with it, thanks to Flo. She then prompts the viewer to check out the app for themselves. The message is about working in harmony with one's body using Flo, positioning it as a tool for others. The tone is encouraging and inviting.

# Ad summary This ad promotes the Flo app for tracking period symptoms and patterns, using the tagline 'reach a Flo state.' The ad shows a woman in her car, using the app on her phone. # Brand positioning This ad positions the Flo app as a convenient, reliable tool for people who menstruate to track their period symptoms and patterns. The brand aligns with a modern, health-conscious lifestyle, promoting self-awareness and proactive management of menstrual health. The brand breaks away from the norms of neglecting menstrual health by offering a product that puts consumers in control of understanding their bodies better, creating a sense of empowerment and confidence in the process. # Product The Flo app is a period tracking application designed to help users monitor their menstrual cycle, track symptoms, and identify patterns to better understand their reproductive health. The ad highlights its symptom tracking capabilities, allowing users to log various physical and emotional changes throughout their cycle. Flo provides insights and predictions about menstruation, ovulation, and fertile windows. The app is presented as a tool for anyone who wants to manage their menstrual health proactively and conveniently, helping users gain deeper insights into their cycle and overall well-being. # Visual style The ad has a casual, UGC feel, with natural lighting and a simple aesthetic. The editing is static, with no transitions or jump cuts. The production quality suggests a smartphone recording, aligning with user-generated content. The pacing is relaxed. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts with a woman sitting in her car using her phone. - 00:01–00:02 She is scrolling through the Flo app. - 00:02–00:07 She touches different parts of the app, seemingly logging her symptoms.

# Ad summary This ad features a pregnant woman promoting the Flo app and its partner feature. She highlights the benefit of involving her partner in the pregnancy journey through the app's updates and visualizations. # Brand positioning Flo positions itself as an inclusive and supportive health and well-being platform, going beyond just period tracking to serve women through every stage of their reproductive lives, including pregnancy. The brand focuses on empowering women to stay informed about their health while fostering a sense of shared experience and support with their partners. # Product Flo is presented as a period and pregnancy tracking app that helps women stay informed about their health and reproductive cycle. The ad specifically highlights Flo's pregnancy tracking capabilities, showcasing weekly updates on the baby's growth, visualized through size comparisons to fruits. The ad also promotes the partner feature, which allows partners to receive updates and be involved in the pregnancy journey, fostering a sense of shared experience and support. # Visual style The ad features a natural and authentic aesthetic. It has a UGC feel with casual editing and unscripted delivery. The production quality appears to be a hybrid of a polished commercial and UGC. The pacing is steady and consistent. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Make sure to download Flo and utilize their partner feature # Point of view - [object Object] # Storyline - 00:00–00:03 A woman announces a weekly pregnancy check-in, highlighting that her partner will also receive updates. - 00:03–00:11 She shares that she uses the Flo app to track her pregnancy and enjoys seeing the weekly updates, emphasizing the benefit of her partner also receiving the updates. - 00:11–00:15 The woman highlights the value of the Flo app in helping her partner feel involved and know how to support her during pregnancy. - 00:15–00:19 She notes that her baby is the size of an apple this week and expresses her appreciation for the app's visual aids. - 00:19–00:26 The woman urges viewers to download Flo and use the partner feature, whether they are tracking pregnancy or their monthly cycle.

# Ad summary This ad promotes Flo's Flo for Partners feature, highlighting that weekly updates are sent straight to your partner's phone to help stay connected throughout every week of pregnancy. The ad features a couple looking at a phone and showing the invite to their partner to stay connected through every week. # Brand positioning Flo is presented as a health and wellness app that aims to enhance the pregnancy experience for couples. The brand is positioned as inclusive for both partners, promoting shared participation in the pregnancy journey. Flo leverages functional benefits, such as weekly updates to keep partners informed and involved, but focuses on emotional benefits by promoting a sense of connection and shared experience. # Product The featured product is Flo’s “Flo for Partners” feature, which sends weekly updates straight to the user's partner's phone to enhance the shared pregnancy experience. The key benefit highlighted is that it keeps both partners informed and connected during pregnancy, fostering a sense of shared journey. The ad encourages users to download Flo and invite their partners to use the feature. The feature works by sending weekly updates to the partner’s phone. The ad also implicitly addresses a purchase barrier of disconnectedness or lack of information for the partner during pregnancy. # Visual style The ad features a polished commercial look, with soft lighting and a cozy home environment. The editing style consists of static shots with smooth transitions between them. The pacing is moderate. The visuals are synced with the voiceover, with the product actions and UI elements timed to the spoken lines. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download Flo and invite your partner # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 - 00:00–00:03 The female in the video is speaking about a feature that makes pregnancy feel like a shared journey. - 00:00–00:03 This is an introduction into the app's capabilities and is told from the female's perspective as a pregnant partner, highlighting her viewpoint. The tone is warm, conversational, and understanding. - 00:03–00:06 00:03–00:06 - 00:03–00:06 The man in the video is holding up his phone to show the screen and the female states that weekly updates are sent straight to your partner's phone. - 00:03–00:06 This informs the audience of the features and how the product works. The tone is informative and helpful. - 00:06–00:09 00:06–00:09 - 00:06–00:09 The couple is sitting on the couch together looking at the phone as the female states that the user should download Flo and invite their partner. This is the closing section of the ad with the CTA. - 00:06–00:09 This provides the audience with the next steps they can take. The tone is friendly and encouraging.

# Ad summary A creator discusses how tracking her cycle with the Flo app helped her understand her body better. She references the Flo app's features, such as cycle tracking and symptom tracking. # Brand positioning Flo is presented as a period and ovulation tracking app that helps users gain a deeper understanding of their bodies. The app provides personalized insights and predictions based on user symptoms and cycle logging, helping them to manage their health and anticipate future changes. Flo aims to empower individuals to feel more in tune with their bodies, moving away from feeling like their body is being 'dramatic' and toward understanding the real reasons behind their changing moods, energy levels, and cravings. The brand positions itself as a supportive tool for managing and anticipating the natural cycles of life. # Product Flo is a period and ovulation tracking mobile app that empowers users to understand their bodies better. The app provides personalized predictions based on logged symptoms and cycle information. Flo includes features such as cycle logging, symptom tracking, mood tracking, and future cycle predictions. The app allows users to share how they feel at any given point. Flo is for anyone looking to manage their period and understand more about their health and body. # Visual style The ad has a polished UGC feel, with natural lighting and a bright and airy aesthetic. The editing style consists of quick cuts to maintain a fast pace and highlight various activities and app features. The production quality is high, giving it a professional yet relatable vibe, which supports the intended tone and target audience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video begins with the creator introducing that she'll be sharing random things about herself that make sense now that she tracks her cycle. The intention is to pique the audience's interest by presenting relatable experiences that are later explained through the app. - 00:03–00:06 00:03–00:06 The creator says that she used to think her body was being dramatic until she tracked her cycle and realized it made a lot more sense. This highlights the initial frustration and the resolution through the app. - 00:07–00:21 00:07–00:21 She describes specific relatable experiences tied to hormonal fluctuations like being social some weeks and needing alone time on others, feeling motivated some weeks and having low energy on others, and having intense cravings. The intention is to show common frustrations that many experience but may not realize are related to their menstrual cycle. - 00:22–00:37 00:22–00:37 She states that tracking her cycle and symptoms with the Flo app has helped her to understand her body better. Then, she shows the features of the app to demonstrate how users can log their symptoms and track their cycles. This shows the resolution and highlights the app's utility. - 00:38–00:41 00:38–00:41 She concludes by telling the audience that if her experiences sound familiar, cycle tracking with the Flo app will be a huge help for them as well. This is a direct appeal and encourages the audience to download the app if they relate to the issues presented.

# Ad summary An animated cartoon shows a woman holding two pink balloons up to her chest. She asks why her breasts hurt and then opens the Flo app to log her symptoms. She then recommends using the Flo app to track your cycle, so you can be prepared for every situation. # Brand positioning Flo is presented as a reliable and accurate tool for tracking menstrual cycles, fertility signs, and symptoms. The brand promotes a sense of preparedness and understanding of one's body. Flo aims to occupy a space in the consumer's mind as an informative and helpful app, allowing users to be proactive about their health and well-being by logging symptoms and getting cycle predictions. The brand aligns with values of self-care, awareness, and convenience, ignoring the traditionally confusing or embarrassing tone around reproductive health. # Product Flo is a period and ovulation tracking app that provides accurate cycle predictions based on logged periods and symptoms. The app helps users track fertile signs, log symptoms, and gain insights into their menstrual cycle. Flo is designed to help users be prepared for any situation related to their cycle, whether it's predicting their next period, tracking ovulation, or understanding symptoms. Features include customizable logging, symptom tracking, cycle history, cycle trends, and fertility predictions. The app addresses the purchase barrier of uncertainty surrounding reproductive health by empowering users with information and control over their cycles. # Visual style The ad has a clean, cartoon animation style with bright, pastel colors. The editing is simple, with static shots and smooth transitions that are easy to follow. The overall production quality is polished, giving the ad a friendly and informative tone. The pacing is consistent, with a steady rhythm that keeps the viewer engaged. The audio-visual sync is well-coordinated, with text and product actions timed to the voiceover. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Tap here to download! # Point of view - [object Object] # Storyline - 00:00–00:01 A cartoon woman holds two pink balloons up to her chest and asks why her breasts hurt, conveying a moment of concern and discomfort. - 00:01–00:02 The woman wonders if she is pregnant, suggesting a moment of anxiety and uncertainty about the cause of her breast pain. - 00:02–00:03 The woman decides to check Flo, transitioning from worry to seeking a solution and showcasing the app as a go-to resource for period tracking. - 00:03–00:08 The screen displays the Flo app interface, highlighting the accuracy of cycle predictions when users log their period and symptoms, aiming to build trust in the app's reliability. - 00:08–00:14 The screen shows Flo's symptom-logging feature and the user can track fertile signs, reinforcing the app's ability to provide comprehensive support for reproductive health. - 00:14–00:18 The cartoon woman returns, encouraging viewers to start tracking their cycle with Flo and download the app, framing the app as a solution and prompting immediate action.

# Ad summary This ad promotes the Flo period tracking app by showcasing how the 'mom' of the friend group supports her friends through the app. In the ad, she is shown helping her friends in need by using the app to track their period and tell them when they may be experiencing certain symptoms or problems. # Brand positioning Flo is presented as a wellness and health tracking app intended to help its users keep track of their periods and predict cycles. The brand seems to be aiming to occupy a space of support, care, and dependability in the consumer's mind by showing a woman who goes out of her way to use the app to help her friends. The brand aligns with values of being prepared and caring for others while rejecting norms of being closed-off or unaware of women's health. The brand positioning is functional, emphasizing the convenience and reliability of its tracking. # Product Flo is a period and health tracking app for women, designed to monitor menstrual cycles, predict upcoming periods, and offer insights into related health and wellness factors. As seen in the ad, it works by providing users with data based on inputted information about their periods and symptoms so that they can predict future cycles and symptoms. The app, as shown by the content in the ad, supports friendship by tracking a friend's cycle in the app. A unique selling point is the ability to track and support friends' cycles. Purchase barriers aren't explicitly addressed, but the ad implies that the app is easy to use and integrates seamlessly into daily life by tracking a friend's cycle. # Visual style The ad has a UGC style with casual, natural lighting. It appears to be shot on a phone and has quick cuts, but no transitions. The ad is medium quality. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 A woman is driving and her friend in the passenger seat says she's starving and skipped breakfast. This is conveyed through the visuals and audio of the people in the car talking. The tone is casual, like a normal conversation. - 00:03–00:06 00:03–00:06 The driver hands the friend a banana and says "Eat the banana, eat it now." This is conveyed from the driver's perspective and the tone is bossy but caring. - 00:07–00:14 00:07–00:14 A woman says, "I think I'm getting my period soon," and another woman asks to see her phone and says, "No, you could be in your luteal phase." This is conveyed from the perspective of two women, implying they are friends, having a casual conversation. This moment shows a continuation of the previous moment. - 00:14–00:16 00:14–00:16 The woman points to a phone and says, "I downloaded Flo for you." This is conveyed from the first woman's perspective with a tone of caring, continuing the previous moment. - 00:16–00:20 00:16–00:20 A woman questions, "Why do you look concerned? Where are you going?" This is shown from the second woman's perspective and the tone is joking, implying that she is annoyed by the app. This continues the previous moment. - 00:20–00:21 00:20–00:21 The second woman takes off in a run. - 00:22–00:28 00:22–00:28 The woman is driving again and says, "You can go now. I'm not leaving till you get into your house." This is shown from the first woman's perspective and the tone is caring and bossy. - 00:30–00:44 00:30–00:44 The second woman answers the door and the first woman says, "Remember when you said you have cramps? I found a cramp relief roadmap on Flo. Get it on your phone so we can watch it together." This is conveyed from the first woman's perspective and the tone is helpful and excited.

# Ad summary This ad showcases a woman experiencing mood swings and feeling bloated and miserable before realizing she is in her luteal phase and using the Flo app, which helps her to understand her symptoms. # Brand positioning Flo is presented as a period and ovulation tracker that helps women understand their bodies, track their cycles, and manage their health. The brand aligns with values of self-awareness, empowerment, and wellness, addressing period tracking in a lighthearted manner, pushing against norms of discomfort. The brand's positioning is primarily functional, offering a tool for understanding menstrual cycles, while also incorporating an emotional aspect by providing relief and understanding of mood swings. # Product The Flo app is a period and ovulation tracker designed to help women understand their bodies, track their cycles, and manage their health. It provides insights into various symptoms related to different phases of the menstrual cycle, such as the luteal phase. The app aims to address the purchase barrier of uncertainty and confusion around menstrual cycles and related symptoms by offering a clear understanding of what's happening in the body. The user opens the Flo app and realizes she might be in her luteal phase. The app helps to makes sense of mood swings and other symptoms. # Visual style The ad's visual style is bright and clean, with a polished yet relatable UGC feel. The setting is a well-lit, cozy living room, which adds to the authentic feel. The editing is simple with static shots. The pacing is consistent and casual, which aligns with the personal narrative and everyday relatability. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The woman is standing and looks distraught, throwing her hands in the air. This conveys a sense of despair and confusion, as if she's overwhelmed by something. The perspective is from an observer who is questioning her behavior. - 00:01–00:03 00:01–00:03 The woman sits on the sofa and looks distressed, holding her face in her hands. This communicates feelings of sadness and frustration, reinforcing the idea that she's struggling emotionally. The perspective continues from an observer who is trying to understand her emotional state. - 00:03–00:06 00:03–00:06 The woman is lying on the sofa crying, covering her face with her hands, and expressing discomfort. This conveys a sense of misery and physical unease, emphasizing her suffering. The perspective remains from an external viewpoint, observing her distress. - 00:06–00:07 00:06–00:07 The woman is looking into the distance, thinking about the reason why she is feeling the way she is. The perspective remains from an external viewpoint, observing her distress. - 00:07–00:09 00:07–00:09 The woman is shown using the Flo app on her phone. This conveys a sense of discovery and solution-seeking, as she's actively trying to understand what's happening. The perspective shifts to the user's as she interacts with the app, offering a direct view of her process. - 00:09–00:12 00:09–00:12 The woman jumps up and down in excitement, indicating that she is no longer upset and understands why she was feeling the way she was. This conveys a sense of relief and resolution, showing that she's found an answer to her problem. The perspective returns to an external observer, witnessing her joy.

# Ad summary This image ad from FLO Health covers common symptoms of perimenopause, focusing on anxiety and how it could be related to hormone fluctuations. It aims to educate viewers on the lesser-known signs, encourage them to seek more information, and take action with Flo's Perimenopause Score assessment. # Brand positioning FLO Health is presented as a provider of accessible and informative women's health education. The brand positions itself as empathetic to the challenges women face during hormonal changes, specifically perimenopause, and as a trustworthy resource for understanding these changes and seeking help. It promotes a sense of empowerment and encourages women to take control of their health by getting informed and seeking guidance. # Product The ad promotes FLO Health's perimenopause resources, particularly the Flo Perimenopause Score. This assessment is designed for women experiencing symptoms that might be related to perimenopause, such as anxiety, mood swings, and irregular periods. It serves as a tool to help women understand their symptoms, gain clarity on the impact those symptoms are having on their daily lives, and feel more confident talking to their doctors about their health concerns. By taking the Perimenopause Score assessment, women can take control of their health journey and receive guidance tailored to their specific symptoms and experiences. # Visual style The ad features a clean and informative visual style with a cool color palette. The design is organized and well-structured, presenting key information in a scannable format. The illustrations are simple and graphic, while the overall aesthetic aligns with a modern health and wellness brand. # Hooks Headline: What if your anxiety could be due to perimenopause? # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Don't wait — get your Flo Perimenopause Score now! # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins by asking "What if your anxiety could be due to perimenopause?" intending to provoke curiosity and address a common yet potentially overlooked symptom. It's presented from the brand's perspective to grab the audience's attention. - A quote from a woman who found out her anxious thoughts were signs of perimenopause encourages viewers to consider that their own feelings could have an underlying cause. The viewer is meant to feel like their experience is understood by someone else. - The woman states that once a friend told her about FLO's Perimenopause Score, everything changed for the better, implying a positive outcome for seeking information and support. The viewer is meant to believe that they could experience a similar transformation. - The woman explains that after understanding the impact of her symptoms, she felt more confident talking with her doctor. The viewer is meant to feel empowered that understanding the cause of their problems can allow them to feel comfortable and more confident discussing it with a doctor. - The brand states that this could be the viewer's story too, which aims to connect emotionally with the audience and highlight the potential for positive change. The viewer is meant to believe that they can improve their own health and well-being by using Flo's resources. - The ad ends with the call to action "Don't wait — get your Flo Perimenopause Score now!", designed to prompt immediate action and guide the viewer towards the advertised resource. The viewer is meant to click and take the Perimenopause Score assessment.

# Ad summary A woman sits in a bathroom with toilet paper and looks upset. An app shows that her period is 8 days late. She seems happy with the period product. # Brand positioning This brand is positioning itself as a period and cycle-tracking app and period product provider for people who want a comfortable period experience. They are a modern brand that normalizes period talk and pushes against outdated views. # Product This ad shows a period/cycle-tracking app that identifies period issues and suggests period products. In this ad, the period is eight days late. The period product that is shown is a disposable period disc, which is used as an alternative to pads and tampons. The ad suggests that the product is for people who want a comfortable period. # Visual style This ad has a UGC style. The editing style consists of static shots and jump cuts. The production quality is a hybrid. The pacing is moderate. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 A woman sits on the toilet with toilet paper in hand and looks upset. This moment is supposed to represent the feeling of starting your period when no blood is visible. - 00:05–00:09 00:05–00:09 An app is shown indicating that the person's period is eight days late. This moment conveys the issue with getting your period. - 00:09–00:12 00:09–00:12 An individual is shown wearing the period disc and looks unbothered. This moment is meant to convey the ease and comfort of wearing the period disc.

# Ad summary A woman is sitting in her library recommending books for each phase of a woman's menstrual cycle, noting how she may feel at each phase. # Brand positioning The ad promotes Flo, a period-tracking app that helps women track their menstrual cycles and receive predictions based on their logged data. The brand is presented as a supportive companion that understands the unique experiences and challenges women face throughout their cycles. The brand promotes a lifestyle of self-awareness and empowerment, providing tools for women to better understand their bodies and make informed choices. The brand pushes against the traditional norm of silence and misinformation surrounding menstruation, aiming to normalize conversations about women's health and provide accurate, accessible information. # Product The featured product is the Flo app, a period tracker and health assistant for women. The app allows users to log their menstrual cycles and receive predictions about each phase, including potential physical and emotional symptoms. The app also provides insights and information about various aspects of women's health, including breast comfort, energy levels, and sex drive. The ad addresses purchase barriers by positioning the app as a convenient and reliable tool for understanding and managing one's menstrual cycle, empowering women to make informed decisions about their health and well-being. Flo allows you to get predictions on what phase of your cycle you might be currently in. # Visual style The video is well-lit and takes place in a room in a house. The editing style is conversational, with the speaker talking to the camera in every shot. The video is well-produced, clean, and meant for a consumer audience. The video stays consistent in pacing. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Comment below the book you'll be reading next. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video begins with a woman sitting in a library, introducing herself and stating that she's going to recommend four books for the viewer's next cycle. This moment serves as an introduction to the theme of the video and establishes the creator as an authority on book recommendations. The tonal cue is friendly and inviting. - 00:03–00:06 00:03–00:06 The woman holds up the book, The Life Impossible, saying it is good for menstruation due to its themes of hope, healing, and new beginnings. The perspective is from the woman, and the tone is enthusiastic. - 00:07–00:11 00:07–00:11 She elaborates on why it is good for menstruation, listing out the themes of hope, healing, and new beginnings. The perspective is from the woman, and the tone is educational. - 00:12–00:17 00:12–00:17 She recommends The Creative Act for your follicular days, saying that it helps you tap into your creativity. This moment is from the woman's perspective, with an educational tone. - 00:17–00:26 00:17–00:26 She elaborates on why it is good for follicular days, saying that you are productive and creative during this time, and this book taps into that energy. The perspective is from the woman, with an educational tone. - 00:27–00:33 00:27–00:33 The woman recommends using the Flo app to track your cycle and get predictions. This moment moves from the woman's perspective to the perspective of the app, and the tone is informative. - 00:33–00:42 00:33–00:42 The woman recommends Heartless for ovulation, saying it is the frisky time of the month and this book is a spicy romance. The perspective is from the woman, with a fun tone. - 00:43–00:52 00:43–00:52 She elaborates on why it is good for ovulation, saying it is a frisky time of month so she's recommending a spicy romance. The perspective is from the woman, and the tone is educational. - 00:53–01:00 00:53–01:00 She recommends 101 essays for your luteal days because your energy dips and you feel emotionally heightened. The perspective is from the woman, and the tone is informational. - 01:01–01:13 01:01–01:13 She says why the essay book is a good pick during the luteal phase, saying it is a good book to pick up when your motivation is low. The perspective is from the woman, and the tone is informational. - 01:14–01:19 01:14–01:19 The woman asks the viewer to comment below the book they'll be reading next. This moment is from the woman's perspective, with a friendly tone. The woman says what she is reading, showcasing that she also takes her own advice.

# Ad summary This ad promotes Flo, a service that helps women understand and manage their perimenopause symptoms. The ad features a woman drinking coffee and looking thoughtful, with text overlay describing how Flo can help women find out how severe their perimenopause is and manage their symptoms so they don't feel alone. # Brand positioning Flo is presented as a supportive resource for women experiencing perimenopause. The brand aims to occupy a space in the consumer's mind as a helpful and informative tool that provides solutions and community for those navigating the challenges of perimenopause. The brand aligns with values of empowerment, knowledge, and support, pushing against the norm of suffering in silence. The brand positioning is both functional, offering tools to manage symptoms, and emotional, providing a sense of not being alone. # Product Flo is a service that helps women understand and manage their perimenopause symptoms. The ad highlights that Flo provides a way to find out how severe your perimenopause is and offers tools to manage symptoms instead of just suffering through them feeling like you are totally alone. The USP is providing information and support to women during perimenopause, addressing the pain point of feeling isolated and uninformed. # Visual style The ad has a natural, UGC feel with soft lighting and static shots. The production quality is simple and straightforward, supporting the authentic tone. The pacing is slow and deliberate, with static shots that allow the viewer to focus on the text overlay and the woman's expressions. The audio-visual sync is smooth, with the music and sound effects complementing the visuals. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07: The ad begins with a woman drinking coffee and looking thoughtful. Text overlay states, "Me when I found out there is actually a way to find out how severe your perimenopause is, and find out how to manage your symptoms instead of just suffering through them feeling like you are totally alone. Thank you Flo 🙏." This sets the stage by highlighting the problem of feeling alone during perimenopause and introducing Flo as a solution. The perspective is from a customer sharing her realization and gratitude.

# Ad summary A woman discusses the benefits of using the Flo app to track and understand your period. She goes into detail about what the app helps her with, such as understanding her mood changes, how she's feeling, and energy levels. She recommends using the app to better understand the body and hormones. # Brand positioning Flo is presented as a period tracking app that provides insights into a woman's menstrual cycle. The brand promotes a tone of empowerment by encouraging women to understand their bodies and hormones better. Flo positions itself as a tool to help women prepare for the shifts in their bodies instead of spiraling, by tracking everything, including mood changes, energy levels, and premenstrual symptoms. By presenting itself as a tracker of premenstrual symptoms and predicting when shifts are likely to happen, Flo pushes against the norm of simply tracking the days of a period and encourages users to take control of their bodies. # Product Flo is a period tracking app that aims to help women understand their menstrual cycle, moods, and hormones. According to the ad, Flo helps users track their period, ovulation, and related symptoms. The app also provides insights into the luteal phase, including how hormones change before a period and how to prep for the shifts in the body. By tracking everything, Flo helps users prepare instead of spiral. Flo tracks everything, so the user can understand their mood changes, how they're feeling, and energy levels. Flo helps users understand their bodies and hormones better. # Visual style The ad has a polished UGC feel to it. The editing style includes quick cuts, which help pace the ad and keep the viewers engaged. The overall aesthetic is bright lighting with a muted color grading. The pace of the ad is fast, with approximately 30 cuts per minute. Several cuts are timed to the beats of the music used. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Download Flo today # Point of view - [object Object] # Storyline - 00:00–00:01 The creator starts by asking if the viewer knows how to prep for their period. - 00:01–00:03 The creator asks if the viewer has ever wondered what their luteal phase actually means. - 00:03–00:06 The creator says that she started using Flo to track her period. - 00:06–00:09 She continues by stating that it changed how she preps for her period, and how it can help her leading up to her period. - 00:11–00:14 She states the results were actually shocking. - 00:14–00:21 After Flo told her all about the luteal phase, she basically learned that once your hormones start changing before your period, that can trigger premenstrual symptoms. - 00:21–00:26 Flo will predict when that shift is likely to happen, so you can prepare instead of spiral. - 00:26–00:33 Think of it as building a cozy nest hormone; after ovulation your body goes, Okay, team, we might be hosting, so it's time to slow down a little. - 00:33–00:37 It makes you want comfort, snacks, deeper sleep, and maybe even less social energy. - 00:38–00:41 With your hormones dropping, you're likely to feel extra emotional. - 00:41–00:46 The creator states that this app actually helps her understand her mood changes, how she's feeling, and her energy levels. - 00:46–00:50 The creator wraps up by saying that if you want to understand your body and your hormones better, download Flo today.

# Ad summary This ad features a woman who used to think she was burning out every month, but realized it was actually just her cycle. She uses the Flo app to track energy, cravings, and sleep. Once she found the pattern, she started working with her body instead of fighting it. # Brand positioning The brand Flo is presented as an app that helps people understand their body. It promotes a lifestyle of working with your body instead of fighting it. The brand positioning is functional, as it provides tools and features to help the user track and monitor their health. # Product The product being advertised is the Flo app. It allows users to track their energy, cravings, sleep, and mood. It helps users discover patterns so they can work with their body instead of fighting it. The app allows users to track symptoms, vaginal discharge, digestion and stool, pregnancy tests, ovulation tests, and other information. # Visual style The ad has a UGC feel. The production quality is somewhat polished, as the woman is wearing makeup and the lighting is good. The pacing is quick, with cuts every few seconds. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Download Flo! # Point of view - [object Object] # Storyline - 00:00–00:03 The woman states that she thought she was burning out every month. - 00:03–00:06 The woman states she didn't know it until she started tracking it with Flo. - 00:06–00:12 The woman explains that around the same week each cycle, she would have the same feelings of what is wrong with me crash spirals, but it wasn't burnout. - 00:14–00:22 The woman explains that it was her cycle and that she started tracking everything, energy, cravings, my sleep, even the days where I felt even more annoyed than normal. - 00:23–00:25 The woman states that once she found the pattern, everything changed. - 00:25–00:28 The woman explains that she started working with her body instead of trying to fight it. - 00:28–00:31 The woman explains that Flo has actually helped her try to understand what her body's been trying to tell her.

# Ad summary This ad promotes the Flo app, which helps women track their cycles and understand their feelings. The ad begins with a woman reading a book. The audio asks about anxiety during certain times of the month, transitioning into a woman holding a smartphone with the Flo app open. The ad continues to show different smartphone views of the Flo app, as well as other women using the app. # Brand positioning This ad promotes Flo, a period and ovulation tracker app, as a comprehensive tool for women to understand their bodies and manage their menstrual cycles. The brand aims to occupy the space of a supportive and informative virtual health assistant that empowers women with knowledge about their bodies. The brand's tone is empathetic and solution-oriented, positioning it as a helpful resource for managing period-related symptoms and understanding overall health. # Product The Flo app is a period and ovulation tracker app for women designed to help them understand their bodies and manage their menstrual cycles. It allows users to track their cycles, understand why certain feelings or symptoms show up, and receive tips to manage them. The app provides instant insights with a virtual health assistant, answering questions about what is going on with the user's body. It helps users feel prepared for every stage of their cycle, understand their body's changes, and feel empowered with knowledge. The app addresses common purchase barriers such as uncertainty about health concerns and struggling with cycle changes, offering a solution to improve overall wellness. By providing information and tips, Flo aims to empower women to take control of their health and wellbeing. # Visual style The ad employs a blend of user-generated content (UGC) style and polished commercial elements. The editing style includes quick cuts to maintain a brisk pace and showcase different app features and user scenarios. The production quality appears to be a hybrid, combining authentic, unscripted visuals with sleek graphics and text overlays. The pacing is fairly consistent throughout the ad, with cuts timed to audio cues. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Tap to find out more in the app # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 A woman reads a book indoors while leaning against a wall. - 00:00–00:02 A question is posed in the audio about experiencing anxiety at certain times of the month, setting the stage for the ad's focus on menstrual cycle-related challenges. The audience experiences the question from the brand's perspective, intended to prompt relatability in viewers. - 00:02–00:05 The scene cuts to a woman holding up a smartphone that displays the Flo app. - 00:02–00:05 The app is presented as a solution to track the cycle and understand why certain feelings arise, showcasing its key function and value proposition. The narrative shifts to the app’s perspective, highlighting its features. - 00:03–00:05 A phone screen displaying various moods to track in the Flo app is shown. - 00:05–00:07 A woman on a couch looks at a smartphone. - 00:05–00:07 This scene reinforces the app's accessibility and ease of use, presenting a relatable scenario of a woman using the app on a couch. The narrative is from the perspective of a user. - 00:07–00:09 A virtual health assistant chat is simulated in an app on a phone screen. - 00:07–00:09 This scene highlights the app's ability to provide instant insights, showcasing its interactive and supportive nature. The narrative shifts back to the app's perspective, showcasing its features and functionalities. - 00:09–00:11 A split screen compares life "Without Flo" to life "With Flo". - 00:09–00:11 The split screen emphasizes the benefits of using Flo, contrasting the problems users face without the app with the positive outcomes it provides. This comparative perspective highlights the value proposition of Flo. The audio reinforces the benefits of using the app. - 00:11–00:12 A woman is shown using the app on a smartphone. - 00:11–00:12 The ad ends with a call to action to tap and find out more in the app, encouraging viewers to engage and learn more. The final shot and audio serve to drive action and conversion.

# Ad summary This Flo ad playfully addresses the choice of whether to track periods or get pregnant. It then demonstrates how to log periods, understand the fertile window, and, finally, directs the user to download the app. # Brand positioning Flo positions itself as a comprehensive solution for women's health, providing a way to track periods, understand fertility, and manage overall well-being. It presents itself with a playful tone, acknowledging the realities of the female body. The brand leans into functional positioning, providing tangible tools and information while pushing back against potentially awkward topics by presenting them in a fun way. Flo offers a supportive platform for women to manage their reproductive health proactively. # Product The Flo app is a period and ovulation tracking app that allows women to log their period in the app and understand their fertile window. In addition to tracking menstruation and fertility, the app also monitors overall well-being. The Flo app is for women who want to understand their menstrual cycles, track their fertile window, and manage their health. # Visual style This ad has a clean, modern aesthetic with bright colors and simple graphics, like a typical mobile app ad. The video utilizes clear visuals and text overlays to demonstrate the app's features and benefits. The editing style is straightforward, with quick transitions between screens and features. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Find out more # Point of view - [object Object] # Storyline - 00:00–00:05 The ad starts with a split screen featuring diagrams that present two options: tracking one's period versus getting pregnant. - 00:05–00:07 Next, the screen shifts to display a calendar within the Flo app, highlighting the process of logging a period. - 00:07–00:11 Finally, the calendar shows how to understand a fertile window by noting both period days and ovulation days. - 00:11–00:14 The screen transitions to a pink background with the Flo logo and a button to "Find out more." The app is available for download on the App Store and Google Play.

# Ad summary A woman shares a fact she just learned about period blood clots. # Brand positioning The ad does not explicitly showcase a specific brand or product. The focus is on sharing a personal discovery about a common bodily function (period blood clots) that many women experience. This positions the ad as informative and relatable. # Product There is no product being advertised in this video. The video focuses solely on sharing the creator's experience with learning about period blood clots. # Visual style The ad features a casual, UGC-style aesthetic. The video quality is typical of a selfie video, with natural lighting and minimal editing. The overall production quality is simple, reflecting the spontaneous nature of user-generated content. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The video opens with a woman expressing surprise at learning about period blood clots. - 00:03–00:06 The video transitions to a screenshot of an article with the title "Blood clots during your period? What it means."

# Ad summary The ad features a young woman who uses the Flo app to understand and track her period. She expresses how the app helps her manage her symptoms, plan her schedule, and be more productive. The ad includes visuals of the Flo app interface, showing its features for tracking symptoms and predicting periods. The ad concludes with a call to action to start tracking your period today with Flo. # Brand positioning Flo positions itself as a comprehensive period and health tracking app for women. The brand promotes understanding and managing one's menstrual cycle and overall health. Flo aims to empower users by providing insights into their bodies and helping them plan their lives more effectively. This positioning ignores the historical taboos around discussing periods and other women's health issues, by openly discussing symptoms and impacts. The brand’s identity is functional, focusing on the utility of its tracking and prediction features, while also promoting a sense of control and preparedness. # Product Flo is presented as a period and symptom tracking app that helps users understand their menstrual cycles and overall health. The app tracks periods, predicts future cycles, and manages symptoms such as tender breasts, acne, and headaches. It is designed for women who want to be prepared for their periods and understand their bodies better. The app helps users plan their schedules and be more productive. Flo tracks vaginal discharge, cravings, fatigue, insomnia and abdominal pain. It addresses the barriers of unpredictability and lack of control associated with menstruation by providing tools for monitoring and planning. # Visual style The ad has a casual and UGC-like aesthetic, with simple shots and natural lighting. The editing style is quick cuts, with screen recordings and direct-to-camera segments. The overall production quality is standard for social media content, giving it an accessible and relatable feel. The pacing is moderate, with consistent cuts. There is audio-visual sync between the voiceover and the app visuals. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Start tracking your period today with Flo. # Point of view - [object Object] # Storyline - 00:00–00:01 A young woman asks why her breasts hurt today, conveying confusion and discomfort. - 00:01–00:02 She decides to check the Flo app to understand the reason for her symptoms, which is positioned as a natural and proactive step. - 00:02–00:04 The ad displays the Flo app interface, showing the period prediction screen and cycle day, explaining its core functions for tracking and understanding menstruation. - 00:04–00:07 The app helps her track her period and its symptoms, showing the user interface for logging various symptoms. - 00:07–00:11 She is now prepared in every situation because her period rarely catches her off guard, highlighting the benefit of predictability and control. - 00:11–00:15 She can plan her schedule better and is more productive at certain times of the month, showing how the app enables better life management. - 00:15–00:18 The ad shows the logo and tagline to start tracking with Flo, which prompts the viewer to take immediate action and download the app.