DIG INTO the past,
without all the dust.
Ancestry's performance marketing was in need of a fresh batch of content, so we got to work. We came up with a modular campaign strategy, using multi-phase testing to breathe new life into Ancestry's offerings and spark interest and interaction among potential customers.
Creative Director: Urs Ross | Senior Art Director: Geoff Haack | Art Director: Eddy Choi | Copywriter: Carleton Peck | Producer: Malinda O’Brein | Production: Assemble
YouTube Brand
We took a unique approach to scripting and shooting, ensuring that each actor's performance seamlessly intertwined with one another. This created a multitude of combinations, showcasing the ease of use and exceeding Ancestry's performance marketing standards for flexibility, consistency, and quantity.
These videos mark the beginning of an ongoing series set to launch over the next year. We'll also be producing derivative content, including shorter versions tailored for sound-off platforms like Instagram Stories and Facebook.
Test one
In late 2019, we prototyped four initial ideas and devised a Facebook split test to gauge potential creative territories.
We produced one animation style and tested four copy line variations.
“Sift through the past, without all the dust” drove the highest engagement. We speculated it won because it eluded to ease of use. We used this line to guide our creativity in phase two.
Test two
We proceeded to incorporate "Sift through the past, without all the dust" into unique visual executions to further assess its creative potential in a second split test on Facebook.
We produced four visual styles, that utilized the same conceptual headline.
“Timeline” was the winner. We found showing ease of use within a simplified UI helped to engage viewers.
The shoot
We took our learnings from phases one and two and created a system of mix and match video moments that emphasize Ancestry’s usability.