AGENCY
Buster Stonham, Strategy Director
Tim Boxall, Business Director
Jen Sullivan, Account Director
Amy Straker-Lonnen, Integrated Production Director
Joe Corcoran, Executive Creative Director
David Lawrie, Creative Director
Stuart Smith, CSO
Billy Ryan, Analytics Lead
Sabrina Francis, Strategy Director
Leah Okomi, Comms Planner
Performics
SUMMARY
Facing flat category interest and an audience with declining spare time, ‘Bring Your Backstory to Life’ accelerated Ancestry’s business, putting the brand on the path to long-term growth.
Through emotive brand storytelling that communicates meaningful value, alongside a long-term brand-building media strategy, we drove a 20.4% increase in incremental revenue from new customer signups, whilst not only maintaining ROI, but increasing it by 10%.
This campaign provides a powerful case study for the power of brand storytelling over a sustained period, to breathe new life into a flat category and take a brand’s business from strength to strength.
