Key takeaways
- Format: Launch announcement with hardware plus app and three feature callouts.
- Best for: Connected products where the app is part of the value.
- Hook: "It's not just weight. It's hormonal biology." – explains frustrating body changes.
- Reuse it: Show your device and app together inside one framing shape with three callouts.
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Newness signal
"Introducing" tells the viewer this is fresh, which lifts attention for launch campaigns.
- 02
Ecosystem in one frame
Showing the app next to the scale proves the data goes somewhere useful.
- 03
Emotional reframe
Hormonal biology gives a scientific explanation for changes people feel but can't see on a regular scale.
- 04
Layered credibility
Specific metrics, an app score and a CES badge stack trust without heavy claims.
Full creative breakdown
Who this ad targets
This ad targets adults aged 40 to 60, especially women in perimenopause or menopause and anyone experiencing metabolic changes, who feel their regular scale no longer reflects what's happening. It also speaks to longevity and biohacking audiences interested in visceral fat and vascular age, plus iPhone users who like app-based health dashboards. The "hormonal biology" line opens a door to the women's health and GLP-1 audience without naming a condition, keeping it broad yet relevant.
Copywriting analysis
The copy uses a launch framework: announce, position, then hook. "INTRODUCING BODYSCAN 2." uses a period for confidence. "THE NEW DAILY LONGEVITY STATION" repeats the brand positioning for consistency across the campaign. The callouts name specific, slightly technical metrics that sound clinical and valuable. The bottom line is the emotional engine: "It's not just weight. It's hormonal biology." sets up a contrast, and "Track what's actually changing" in bold gives the action. The word "actually" implies other tools mislead you, a subtle competitor jab.
Visual design
A soft periwinkle-to-grey gradient creates a calm, clinical background. The phone on the left and the angled scale on the right are both large and overlap slightly, joined by a thin white circle that frames them as a system. Grey rounded callout pills sit on the left edge with connecting lines. Headline type uses a mix of thin and bold weights for emphasis on the product name. The bottom headline in large white type balances the top, with the CES badge tucked in the corner.
How to adapt this template for your brand
- Open with "Introducing" plus your product name and a short positioning line.
- Place your hardware and a phone screen of your app side by side, joined by a simple circle or shape.
- Add three callout pills naming specific metrics or features.
- Write a bottom hook that reframes the problem: "It's not just X. It's Y."
- Finish with an award or certification badge and the required disclaimer.
Tips for health ads on Meta
Use this format for launch phases on Meta with broad targeting; the hook is specific enough for the algorithm to find the right audience. Make sure the app screen is legible on mobile or simplify it. Test a version that names the audience (for example women 40+) in primary text. On Instagram Stories, extend the background vertically and move the callouts below the products. Google Display works with the hook line as the headline.
About this creative
This creative is a launch announcement for Withings BodyScan 2. The headline "INTRODUCING BODYSCAN 2." signals newness, while the subline repeats the longevity station positioning. The visual pairs the scale, shown at an angle with its handle display reading 72.2, with an iPhone running the Withings app, where a body score card reads "Strong". A thin circular line wraps around both devices, framing them as one ecosystem. On the left, three grey pill-shaped callouts list Cellular Health Metrics, Visceral Fat Tracking and Vascular Age Check. The bottom copy carries the real hook: "It's not just weight. It's hormonal biology. Track what's actually changing." This speaks to people whose bodies are changing for reasons a regular scale can't explain, such as perimenopause or metabolic shifts. A CES Innovation Awards 2026 badge and a disclaimer close the frame. The soft blue-grey gradient keeps the mood calm, scientific and premium.
Meta ad · 338 × 600 · Health
Withings BodyScan 2 Launch Ad: "It's Not Just Weight"
This Withings launch ad introduces BodyScan 2 with the scale and companion app side by side, three feature callouts and a hook about hormonal biology. It suits product launches where hardware and software work together and you want to show the full ecosystem in a single, credible frame.
Added
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Details
Ad copy
Primary text
It's not just weight. It's hormonal biology. Introducing BodyScan 2, the new daily longevity station. It tracks cellular health metrics, visceral fat and vascular age, and syncs everything to the Withings app so you can see what's actually changing in your body.
Description
Cellular health, visceral fat & vascular age in one step.
On-image text
WITHINGS | INTRODUCING BODYSCAN 2. | THE NEW DAILY LONGEVITY STATION | Cellular Health Metrics | Visceral Fat Tracking | Vascular Age Check | 72.2 (handle display) | Strong (app screen) | It's not just weight. It's hormonal biology. Track what's actually changing. | CES Innovation Awards 2026 Honoree | BodyScan 2 is not a medical device for diagnostic purposes.
Headline ideas for this template
- 1It's not just weight. It's hormonal biology.
- 2Finally, a scale that explains what's changing
- 3Meet the new daily longevity station
- 4See what your regular scale can't
- 5Visceral fat, vascular age and more – one step
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
