Storytelling is in our DNA

Objectives

The challenge was to increase sales of DNA kits by 100% YOY with significantly higher KPIs by increasing traffic to the website; increase web page traffic to the DNA kit page; and increase family tree registrations and sign-ups.

Campaign

A key insight that fed the campaign was that older, maturing Australians relied on TV dramas to give them a sense of belonging in the absence of personal relationships. The campaign required characters who were struggling with their own sense of belonging and needed Ancestry genealogy and DNA results to give the audience that connection.

With the aid of Network Ten, Long Lost Family, a tried and tested series in the UK and US was identified. It shares the journeys of real people who have been separated from a parent, sibling or child and yearn to reconnect.

Beyond sponsorship, Ancestry engaged trained genealogists and DNA kits to shape the journey and discovery of each character.

Results

The series was a success, bringing in over a half million viewers each week, with 70% of viewers mature Australians. Throughout the series, website traffic was boosted on average of 37% each week, registrations by 63%, and sign-ups by 77%. Episode 4 saw a spike in site traffic by 67% within four hours of airing, and increased page visits to the DNA kit by an amazing 848%. There was also 378% growth in DNA kit sales. Family-tree registrations also increased by 128% and sign-ups during the DNA test episode rose by 138%.

Judges Comments

"This entry told a strong story that is culturally relevant and on-trend. A great example of integration driving the campaign."