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Entering the DNA testing category late in the game, MyHeritage DNA needed a strong message to stand out from the crowd. We positioned MyHeritage DNA as more than just an individualistic, nostalgic tool in genealogy. Instead, it aims to break down borders and give people a deeper view of humanity. We partnered with Prince Ea, a social influencer known for his videos addressing issues in society, and he wove his DNA results into a message that challenges the idea of race itself.
The spot launched on Prince Ea's social channels and got almost a millions views in the first week before appearing on broadcast.