Ancestry bolsters data-driven approach with ‘Life Stages’ series

Author: Jennifer O’Brien / Source: CMO

Online genealogy company, Ancestry, is using a data-driven approach to capture ‘real-life’ customer moments in Australian-made videos and local digital in order to deliver authentic personalised experiences.

Ancestry A/NZ country manager, Kelly Godfrey, told CMO the recent launch of its three-part digital content series, Life Stages, reinforces the company’s data-driven marketing strategy.

“We were looking for content and storytelling as the kind of heart for what really gets people to want to do their ancestry family history, or do their AncestryDNA test.”

Using brand tracker, social listening and keyword research, OMD Create, OMD’s new integrated creative hub, identified three key stages in life when a sense of belonging is most important: Travelling, impending marriage and being part of a multi-generational family. These formed the basis of the series.

The series is based on data and insights from OMD and produced by branded video agency, hellofuture.tv. Each of the episodes follows the AncestryDNA stories of Australians as they uncover heritage they never even knew they had, Godfrey explained.

Additionally, the Life Stages videos follow the brand’s online series, ‘It’s a Small World’, and further demonstrates Ancestry’s commitment to producing local content, and can be found on Ancestry’s YouTube channel, Godfrey said.

It’s just one of many projects – today and into the future – that will drive home the data-driven approach to marketing, she said. On the back of the release of the videos, FAQ videos have also been released, and an upcoming brand campaign is also in the works.

“It is the start of the journey within this…

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