AncestryDNA launches Life Stages series delving into family trees

Family history service Ancestry has launched a three-part digital series, Life Stages, to promote AncestryDNA.

The series, produced by branded content agency and OMD Create, explores the family trees of three groups of Australians, similar to BBC genealogy documentary series Who Do You Think You Are?

Each episode talks to the participants about what they believe is their ancestry before revealing the results of their DNA tests and discussing their reactions to what’s revealed.

“The AncestryDNA consumer test plays a key role in self-discovery and identity, and it’s always a privilege to witness and share some of these life-changing stories,” said Nigel Seeto, marketing director at Ancestry. “The data-driven approach of this project helped us uncover ideal moments in time for DNA discovery, and the incredible, real-life stories we featured did the rest.”

Using brand trackers, social listening and keyword research, OMD Create – OMD’s integrated creative hub – identified three key stages in life when a sense of belonging is most important to people.

Pablo Jeffress, director and founder at added: “AncestryDNA is less of a product and more of an experience. Finding out who you are is a really personal journey, so we’re privileged to be allowed to film and document these stories.

“The best part of this process was being able to come back later and interview the members to see how their world view has changed based on their results; it’s all a very real, human experience.”


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