Ancestry: From relic to treasure

British genealogy business Ancestry shifted its product focus and media strategy to protect its market-leading position against competitors and consumer apathy.

Campaign details

Brand: AncestryBrand owner: Ancestry.comEntrant company: the7stars, LondonIdea creation: the7stars, London / Anomaly, LondonPR: Red Consultancy, LondonMarket: United KingdomSector: Websites, online services, appsMedia channels: Cinema, Content marketing, Newspapers, Online display, Online video, Outdoor, out-of-home, Radio & audio, Sponsorship - media, Television - direct response, Video on demandBudget: Over 20 million

Executive summary

Ancestry's journey from relic to treasure is one for the history books. With competitors and dwindling audiences threatening its number one position, Ancestry was forced to abandon tradition for radical...

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