2022 Silver B2C

Agency: Smithfield Agency and Favour the Brave

Client: findmypast.co.uk

Campaign Name: Finding your 100-year past

Campaign Overview

Findmypast had exclusive access to the 1921 Census, which due to circumstances was the last before a 30-year gap. The brief was to maximise the revenue opportunity with an integrated campaign.

Strategy

The strategy was based on audience insight, needing to ensure target users were aware of the 1921 Census by hitting them at every media touchpoint.

Genealogy is a competitive market in the UK, so the brand wanted to demonstrate why Findmypast was selected ahead of rivals as the exclusive launch partner of the 1921 Census, and introduce new audiences to the hobby.

Creativity

The release of the 1921 Census was big news. The campaign was designed to convey its importance to a broader audience. The creative idea focused on what makes the Census relevant to everyone: our ancestors’ untold stories, where they lived, what they were doing and who they were doing it with.

Family history needn’t mean dusty records and sepia images, looking back and living in the past. But equally, life can't be lived to the full if you only ever look in the rear-view mirror. Findmypast did the opposite, considering the impact a discovery in your past can have on the way you see yourself and your future.

Traditional media including broadcast delivered the strategy at all levels with different creative messaging designed to target three distinct audiences: target, competitor and broad.

Results

In month one, direct 1921 revenue targets were exceeded by more than £200,000: 13% over target. Registrations - people the brand could recontact - was 214% higher than target.

Subscriptions were 2.5 times higher year-on-year; free trials were twice as high.

Incremental subscriptions, free trials and 1921 sales all generated a long-term ROI of more than 9:1 against the campaign budget, not including registrations.

PR achieved 1,044 pieces, 68 broadcast mentions, 39 national paper mentions and 55 social posts, with coverage on all the major TV channels and newspapers.

Among the broad audience spontaneous awareness doubled. Other audiences saw awareness scores increase across the board, with 61% saying the TV ad was entertaining and different.

The Team

Smithfield Agency - Tim Samuel, Business Director - Elton Thrussell, Performance Director - Garett Farrell, Planning Director - Despina Argyrides, Account Director - Katie Hodgkinson-Morgan, Planning Account Director
Findmypast - Sam Otter, Chief Operating Officer - Katie Seabrook, Head of Campaign Performance
Favour the Brave - Geoff Gower, Partner