Ancestry.com began the process of digitizing historical records in 1996 with the ultimate goal of making family history available to anyone. The innate curiosity to find out where we came from has helped Ancestry.com create a brand new marketplace. They currently have grown to over 2 million subscribers who have created over 70 million family trees.

Strategy: Since Ancestry.com essentiality invented online historical records space, for a long time they dominated the space. However, due to their success, more competitors started entering the marketplace. To continue to own the most marketshare Ancestry.com uses compelling storytelling in their advertising. This helps boost motivation for consumers to discover their family history and engage across the various product offerings.

Tactics Used: Social amplification, paid search, audience targeting, mobile marketing, native adverting

Results: By using a holistic approach, Ancestry increased their profitability by 25%. In 2017 they were also the number 1 product sold on Amazon during Black Friday/Cyber Monday.