Social Media: Influencers
It’s important to select influencers that can help achieve goals and objectives for AncestryDNA. We want the influencer to tell a story via Posts/Video on Facebook about their own personal experience using AncestryDNA. This story should be genuine and sincere about their experience using this product. We want the audience to feel inspired and ready to discover how easy it is to uncover many fun facts about their DNA history.
Influencers will show how fun it is revealing surprising facts about where they came from, who they are related to, and even surprising traits about their DNA.
The content can include Facebook Posts AND Video Posts. They should include the importance of family history which is very much a part of each individual and where they came from.
Markiplier
Markiplier is a Gaming YouTuber who is a self professed half korean half german man. He’s made the effort to learn Korean to connect with his mother’s side of the family. He has 24.7M Subscribers so a big turn around on the coupon code/referral-link we give him.
The video he would do would be first the DNA kit and how to do it, doing it with his staff as well to bring in the comedy that his channel usually brings. The second part of the video would be days later when they get the report and they all talk about what their ancestry is. They would also talk about any part of the medical reports they are comfortable with. After which they would then give out the coupon code/referral-link and that would be the end of the video.
A follow-up video would be to actually try and reach out to the family found and visiting a doctor to address any health concerns mentioned in the video prior. Markiplier himself actually has a medical condition that keeps him from drinking alcohol. And if my research serves, this might be inherited from his Korean side.
By using Markiplier we can reach the younger demographics of Millennial and Gen Z where 23andme have a better reach.
Ellen Degeneres
Having Ellen do a segment on her show, describing her experience using the AncestryDNA kit could leave a strong impact on her audience. She averages over 4.2 million viewers per episode. This could lead to a memorable show discovering her ancestry and gain more exposure for AncestryDNA’s product. As a special guest, they could have a celebrity join in on their new discovery. For example, they could have Tom Hanks join her and talk about how he recently discovered that he is related to Mr Rogers using Ancestry’s database.
Influencer marketing for baby boomers involve a different strategy than it does for millenials and Gen Z. Baby boomers still prefer Facebook as their go to platform. Unlike Instagram influencers that rely on compelling imagery, the success of Facebook influencers often hinges on compelling storytelling. Since boomers spend a significant amount of time researching products, and are used to sharing brand advice with friends and family, trusted influencers that feature branded products are likely to be well received.
Baby boomers want to know that a product is going to work as expected and therefore spend a lot of time researching before making a purchase.
AncestryDNA can boost engagement and conversion rates by having influencers earnestly discuss the benefits of a product in full details. Boomers who are used to reading extensively about a product will not view the abundance of information as oversharing. The more relatable the influencer can be, the better.
Ellen Degeneres could be the perfect influencer for our secondary persona. She is loved by millions and has one of the largest audiences that would benefit AncestryDNA in every way.
