Village's DNA


Village's DNA, Third City / Ancestry
To boost interest in Ancestry’s DNA testing service, 116 residents of a Gloucestershire village, where 95 per cent identified as white British, were tested. Backed by a solid social-media strategy, much publicity ensued when just 42 per cent of their ancestry could be traced to Great Britain – links to 18 global regions were uncovered.

Executive Summary
To inspire Britons to find out more about their own heritage with Ancestry, we staged the largest ever experiment of its kind by DNA testing the population of a quintessentially English village, generating some amazing results and inspiring stories told through digital and social.

The campaign was a cultural phenomenon, generating 25 million impressions across social media platforms and driving up Ancestry DNA kit sales by 30%.