Key takeaways
- Format: Feature callout with a mascot and an in-app score card.
- Best for: Mood tracking, journaling and wellness apps.
- Hook: A simple daily score that shows how you're doing.
- Reuse it: Visualise your app's key metric as a familiar icon, like a battery.
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
Mental health as a battery
The battery metaphor makes an abstract feeling concrete and instantly understandable, like checking your phone charge.
- 02
Friendly mascot
A cute character lowers the stigma and seriousness around mental health and makes the app feel like a companion.
- 03
Three-step value line
'Check in. Get your Moodscore. See what shaped it.' explains the whole product loop in nine words.
- 04
Positive score
Showing 86 and 'Feeling good' frames the app around wellbeing and progress, not just problems.
Full creative breakdown
Who this ad targets
The ad targets young adults aged roughly 18 to 34, especially Gen Z and younger millennials, who are open about mental health and enjoy self-tracking apps for sleep, fitness or habits. They want a quick, non-clinical way to understand their moods without committing to therapy. The playful 3D style and mascot appeal to people put off by serious or medical-looking wellness apps. It also suits people who like gamified daily check-ins.
Copywriting analysis
The headline positions the app as a 'companion', which is warmer and less clinical than 'tracker' or 'therapy'. The three short imperative sentences describe the user journey in order, building a simple mental model of how the app works. 'Moodscore' is a branded term, giving the product a memorable, ownable feature. 'See what shaped it' hints at insights and curiosity, a strong motivator for self-trackers. The on-image score card says 'Feeling good', reinforcing a positive outcome. The copy avoids diagnosis or medical claims, which keeps it approachable and ad-policy friendly.
Visual design
A sunny sky with soft 3D clouds creates an uplifting, dreamy atmosphere. A heavy, rounded navy headline gives strong contrast and a friendly feel. The pink mascot adds warmth and personality, positioned to draw the eye toward the score card. The white card with a green battery and large number mimics an app widget and acts as the product shot. Soft shadows, rounded shapes and pastel colours keep the whole ad gentle and cohesive.
How to adapt this template for your brand
- Choose the one metric or score your app gives users.
- Display it in a familiar visual like a battery, gauge or ring.
- Add a mascot or character that matches your brand tone.
- Write a three-step line that describes your core user loop.
- Use a soft, uplifting background that fits your category.
Tips for mental health apps ads on Meta
The 4:5 format suits Instagram and Facebook feeds, and the playful 3D style also fits TikTok and Snapchat if adapted to 9:16. Use app promotion campaigns with 'Install Now' or 'Download'. Animate the battery filling up and the mascot waving for Reels and TikTok to boost thumb-stop rates. Avoid targeting by mental health conditions; instead, use broad or interest-based targeting like wellness, journaling and self-care.
About this creative
This 4:5 portrait ad is set in a bright sky with soft blue gradients, fluffy 3D clouds and warm sunlight in the top right corner. The small 'mood search' logo sits top left above a large, heavy navy headline reading 'Your Mental Health Companion' across three lines. A shorter line beneath sums up the app in three steps: check in, get your Moodscore and see what shaped it. On the right, a soft pink, rounded 3D mascot with big brown eyes and a small smile peeks over a fluffy cloud with its paws resting on the edge. In the lower half, a white rounded card tilted slightly shows the label 'Your Moodscore', a large green battery graphic filled most of the way with the number 86, and a pale green pill reading 'Feeling good'. The style is soft, playful and Pixar-like, aimed at making mental health feel friendly.
Meta ad · 338 × 600 · Mental Health Apps
Mental Health App Ad Template: Moodscore Mascot
This Mood Search ad presents a mental health app as a friendly companion, using a cute pink mascot peeking over a cloud and a battery-style Moodscore card reading 86. The feature-callout format explains the core loop – check in, get a score, see what shaped it. Use it for any tracking or wellness app.
Added
All brand names and logos are property of their owners. Adplaylist is not affiliated with or endorsed by these brands.
Details
Ad copy
Primary text
How are you really feeling today? Mood Search helps you check in with yourself in seconds. Get your daily Moodscore, see what shaped it – sleep, work, people, habits – and spot patterns over time. Your friendly mental health companion is free to download.
Description
Check in. Get your Moodscore. See what shaped it.
On-image text
mood search | Your Mental Health Companion | Check in. Get your Moodscore. See what shaped it. | Your Moodscore | 86 | Feeling good
Headline ideas for this template
- 1How charged are you today?
- 2Check your mood like you check your battery
- 3Meet your new mental health buddy
- 4Know what's shaping your mood
- 5One check-in a day for a clearer mind
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.
