“99.9% identical, 0.1% unique”
ANCESTRY DNA SOCIAL MEDIA CAMPAIGN
Timeframe: 3 weeks
STUDENT PROJECT
Programs Used:
AfterEffects
Photoshop
Illustrator
ADVERTISING, SOCIAL MEDIA, MOTION DESIGN
Ancestry DNA is the largest genealogy company in the world. Once you take the test, you are able to see ethnic percentages, and connect with those that are related to you.
But, Ancestry DNA is more than that. While making connections with long-lost family members is important, it won’t get across quickly to this market. This market is more curious to see more speedy facts about themselves compared to people who they know personally and through pop-culture. Gen Z is shaped through technology, social media use (Tik-Tok, Instagram), politics, and COVID-19. Because of that, Gen Z is more influenced to buy something if someone they know or look up to has a review on it or if it is trending.
OVERVIEW:
TARGET MARKET:
Age Group: Generation Z (1997-2006)
Personality: Humorous, Social Media Users, Enjoys memes, Tech-Savy, Pop Culture aware
THE SOCIAL MEDIA REELS:
The SOLUTION is to create a social media campaign comprising reels of 20 second or less, tailored for platforms like Instagram and TikTok.
The GOAL is get these reactions out of the audience:
To laugh
To be surprised
To be curious about the company
Engage with their social media platforms
Click to Play →
Click to Play →
Click to Play →
CONCEPT DEVELOPMENT:
The MISSION is to promote AncestryDNA and encourage our target audience to purchase the DNA kit. By using humorous tactics, we gain the attention of the social-media driven generation. AncestryDNA is lacking the presence of a younger audience. Currently, their audience now is targeted to those who are late 40’s to late 70’s. Additionally, it is important to shed light on the importance of genetics and DNA in ways that will engage our new target market.
