To launch AncestryDNA, the first home genealogical DNA testing kit in Australia and generate coverage to help meet sales targets we faced three big challenges:
We targeted three different groups:
We organised a series of pre-briefings during the same pre-launch period with Ancestry’s Commercial Development Director, Brad Argent, to ensure each reporter understood their DNA results and the information it uncovered about them.
PR was the key communication channel, supported only by eDMs to existing Ancestry members. The launch of AncestryDNA was positively received by the media, generating over 230 pieces of coverage across all media, with momentum continuing in the two weeks that followed launch. This helped deliver an overall 77.5 million impressions (258% of target).
“The successful launch of AncestryDNA in Australia was a result of the skillful integration of many parts – commerce, marketing and product – but the biggest impact was PR.”
– Brad Argent, Ancestry Content Director Ancestry