The company’s research showed that 78% of its new subscribers have shared what they’ve uncovered at Ancestry with others and that 65% of Americans want to learn about family to share what they learn with others.
This choice of W+K marks the first time in four years that the company, which had been utilizing its in-house creative team for most of its work, will be working with a lead agency. From January to September 2022, Ancestry spent $48.6 million, on measured media, according to Vivvix and $84.5.million for all of 2021. The company previously worked with Anomaly, including as recently as 2019.
Solo vs. family
The new direction comes as Ancestry looks to spark renewed interest in the DNA category, which has “slowed down” in recent years, according to Grossman.
By positioning Ancestry with a wider storytelling lens, it gives consumers more reasons for users to engage with the company more frequently. “We don’t have an awareness problem,” Grossman said. “We have a problem that [Ancestry] is always there. So there’s not a lot of urgency to keep going back to the brand.”
As part of its scope, which includes a campaign for Ancestry in the third quarter of this year, the agency will help the company rethink its company mission and brand platform, which it hadn’t done since 2018. While the new platform will have a “global lens,” the agency will mainly be focused on work in the U.S., UK, and Canada, said Grossman.
Wieden “respected and understood that we want to build upon our current heritage,” she said. “We’re not looking for a record scratch.”
Evoking Jealousy
The review for Ancestry, which was acquired by Blackstone for $4.7 billion in 2020, was facilitated by Jonny Bauer, the head of Blackstone’s brand strategy and transformation team, and Katy Alonzo, principal, brand strategy and transformation.
Bauer said three agencies pitched, but he declined to name the other two contenders.
from Digital Marketing Education https://ift.tt/vrxaNO9
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