What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet (this issue)

How to get influencers to purchase before posting

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6 Psychological Triggers to MAKE PEOPLE BUY From YOU!

I share live all concepts and which one won and why..In this video, you’ll learn:

• 6 psychological concepts and how to use them to find winners

• Key lessons from winners

• How to further apply this to your ads

Check it out here.

Most marketers think about angles and hooks when writing ads.

Few think about positioning.

But positioning comes first.

It decides how people see you before they’ve even clicked.

The first thing I try to improve after the messaging of a brand is its positioning. This has helped my clients stand out in a saturated market. Sometimes, Meta ads have driven the positioning strategy for us.

This week, we’re breaking down how four giants in the wearable space, Whoop, Garmin, Polar, and Fitbit, have each picked a lane and owned it.

By the end, you’ll get clear ideas you can copy for your own campaigns, even if you’re in a crowded market with bigger budgets around you.

Why Positioning Matters for Paid Ads

“Positioning is not what you do to the product. It’s what you do to the mind of the prospect.” — Al Ries & Jack Trout

Ads without positioning are like shouting into the void.

You can have the best hook in the world, but if your brand doesn’t occupy a clear place in the customer’s head, the hook falls flat.

Positioning gives your ads a head start:

• It makes people more receptive before they see the first frame.

• It filters your angles so testing becomes sharper and cheaper.

• It lowers friction at every step, because customers already know which “box” you belong to.

Psychology backs this up. 

The categorization bias shows that our brains process new information by putting it into pre-set mental buckets. 

If you don’t claim a bucket, people default to a competitor who has.

That’s why positioning is the foundation of every winning ad system.

Here's why it matters: When you click on a Meta ad, the algorithm starts showing you similar ads. Even if people aren't intentionally targeting you, they're still considering: Is this relevant to me? Will it help with my issue?

Okay, let’s get into it then.

Whoop: Selling Aspiration Through Athletes

Two years ago, Whoop leaned on UGC and feature-led ads.

Now, they’ve gone fully aspirational.

Their positioning is clear. Whoop is for peak performers and athletes.

Ad #1 — Featuring Ronaldo

• When Ronaldo wears Whoop, the product instantly becomes proof of performance. 

• The ad talks about “Whoop Age,” turning a health metric into a status flex. 

Ad #2 — Featuring Sha’Carri Richardson

• This ad reframes recovery as the real foundation of performance. 

• By featuring an Olympic sprinter, Whoop flips the narrative: the best athletes don’t just train harder, they rest smarter too.

Key Takeaways

• Pick an aspirational identity and tie your product to it.

• Create a signature feature people want to brag about.

• Sometimes the best ad isn’t the ad, it’s the person wearing your product.

Garmin: Luxury (with a Mass-Market Twist)

Garmin could’ve stayed the “tough GPS watch.”
Instead, they’ve stretched into luxury positioning while still keeping mass appeal alive.

Ad #1 — MARQ “Quest for Excellence”

• This ad feels more like a Swiss watch campaign than a health tech promo.

• They aren’t talking about specs. They are subtly communicating character traits like courage, spirit, and excellence. 

• By doing so, Garmin takes the MARQ line into a status symbol, not just a wearable.

Ad #2 — “Incremental Becomes Monumental”

• This one leans into motivation rather than luxury. It tells the story of small daily changes adding up to transformation, framing Garmin as a lifestyle.

• It’s aspirational, but in a way that feels attainable for a normal person.

Key Takeaways

• Borrow from luxury storytelling to improve perception.

• Use a halo product (like MARQ) to lift the whole brand.

• Identity cues (courage, prestige, excellence) speak louder than features.

Polar: Specialist Credibility

Polar doesn’t try to compete on luxury or mass appeal.
They’ve positioned themselves as the serious athlete’s tool.

Ad #1 — Rule your sport

• With simple visuals of swimming, basketball, and training, this ad speaks directly to athletes in action. 

• The copy (“Open up your potential,” “Rule Sports”) makes it clear that Polar is about pushing limits, not just tracking steps.

Ad 2 — Premium Close-Ups

• In this ad, the watch itself is the star.

• Crisp product shots highlight design and advanced features, giving the device premium vibes without lifestyle fluff. 

• It signals reliability and precision to athletes who care about performance data.

Key Takeaways

• Specialization builds trust. Go deep, not wide.

• Visuals alone can claim credibility when rooted in specific contexts.

• Sometimes the product should be the hero.

Fitbit: Everyday Wellness + Family White Space

Fitbit was the pioneer in step tracking.

Now, they own the mass-market wellness lane, and they’ve moved into an untapped category of kids and families.

Ad #1 — Wearable for Kids

• This ad shows how the device becomes a bridge, kids can message or call without needing a phone. 

• Fitbit positions itself not as performance gear, but as a family companion.

Key Takeaways

• White space = opportunity (kids/family is largely untouched).

• Everyday moments make the product relatable and easy to trust.

• You don’t always need to sell peak performance or luxury, sometimes, you win with peace of mind.

When Positioning Leads, Ads Feel Unignorable

Looking across Whoop, Garmin, Polar, and Fitbit, one thing is clear, they don’t just sell features.

They’ve each picked a lane in the market and let that lane shape everything, from ad scripts to visuals to landing pages.

Positioning comes first. Ads flow from it. And when your positioning is sharp, your ads feel inevitable.

Whoop proves the power of aspiration. Tie yourself to elite performers and invent a metric people want to brag about.

Garmin shows how luxury cues elevate perception, even if most buyers choose lower-priced products.

Polar wins credibility by being the no-fluff, data-first tool for serious athletes.

Fitbit reminds us there’s always white space, like families, where giants aren’t looking.

Key Takeaways

• Pick your lane. Don’t straddle. Positioning makes your ads sharper and testing cheaper.

• Anchor with proof. Athletes, luxury design, precision features, or family trust, whatever fits your lane.

• Translate to ads. Let your positioning decide your hooks, visuals, and CTAs.

• Eliminate doubt. Great ads don’t just sell benefits, they make alternatives feel wrong.

Look for white space. Crowded markets always have open categories waiting to be owned.

CRAZY FACT: Two years ago, when I evaluated them, these companies were all running UGC ads, but now they are focusing more on performance branding. They must have grown too quickly to shift into a purely "branding" mode.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

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