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THE SOLUTION
As part of the latest installment of a multiyear partnership between Ancestry, OMD’s The Content Collective and The HISTORY Channel, Ad Sales Partnerships and Brand Marketing activated a custom, creative partnership across linear, digital and social surrounding the premium series History’s Greatest of All Time with Peyton Manning. Hosted by undefeated retired boxing champion Laila Ali, the series highlighted three extraordinary women who have made an incredible impact on history. Through conversations with their descendants and by exploring Ancestry's digitized records, we were able to illuminate lesser-known history and encourage HISTORY viewers to explore their own family’s stories.
CUSTOM SHOT SHORT-FORM
3x 1:30 extended spots (digital + social)
3x 1:00 custom-shot spots (on linear)
HISTORY.COM SPONSORSHIP
Custom landing page that housed Ancestry custom content
History.com homepage takeover
History’s Greatest of All Time with Peyton Manning series page promotion
TALENT
Campaign was hosted by retired boxing champion Laila Ali, who also shared the custom spots across her social accounts, providing a bonus on engagement
SOCIAL CAMPAIGN ON HISTORY FB, IG REELS, AND TWITTER
LINEAR DRIVERS
Aired during History's Greatest Of All Time With Peyton Manning
E-NEWSLETTER FEATURE
:90 Short Form Piece on Mary Spencer
:90 Short Form Piece on Madam C.J. Walker
:90 Short Form Piece on Dr. Susan La FleshePicotte
CAMPAIGN RESULTS
89%
said they appreciate Ancestry for supporting HISTORY
88%
said they appreciate Ancestry fits naturally with HISTORY
81%
said this partnership gives Ancestry an edge over its competitors
6,446,991
Total impressions across HISTORY social posts
The Ancestry x HISTORY social campaign surpassed its impression goal by
+10%
Source: Latitude Research, 2023: HIST + Ancestry. Total Exposed (402); Prior Exposure to Greatest of All Time (n=59); No Prior Exposure to Greatest of All Time (n=334). Note: On average, total exposed (80%); prior exposure to G.O.A.T. (86%) an no prior exposure to G.O.A.T. (79%). **Data for prior exposure to G.O.A.T. should be used for directional purposes only due to low sample size (below readable sample size). Benchmark data reflects aggregated research results of HISTORY Makers Panel partnership studies from 2015-TD. Values reflect top 2 box results (strongly/somewhat agree with statements pertaining custom content). Benchmarks for better impression (60%); edge over competitors (53%); fit (73%); more interested b/c of relationship (53%) reach people like me (72%). Source: Social posts: ListenFirst, Comment sentiment: Canvas Analytics.