Ancestry | “What Are You” Campaign

Published On
Sep 26, 2019


For over a decade, Ancestry had been the leader in online genealogy—piecing together family trees and connecting people across generations. To launch their DNA product, they needed a new approach that could create appeal with non-genealogy enthusiasts.

Authentic moments of personal discovery were captured through the voices of Ancestry’s consumers, all with unmistakable branding and brand cues in a series of spots. 

This became the single best performing campaign in Ancestry's history, driving double digit growth in the overall business for two consecutive years.