US: Wieden+Kennedy wins Ancestry’s creative account - How aware are Americans of the brand?

Ancestry has appointed Wieden+Kennedy as its creative agency in the US. The genealogy company wants to offer a ‘social and interactive experience’ with family members collaborating, rather than people using it individually, to research family history. Ancestry’s VP, Global Creative and Brand Marketing, Paige Grossman notes, “We don’t have an awareness problem.” The observation appears to hold true.

Looking at the last few years, according to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Ancestry’s Awareness score improved January 2018 onwards. The score - which measures how aware customers are of the brand - grew more than 10 percentage points, from 61% on January 1, 2018 to 72% on March 6, 2023.

Its Attention metric - which measures the total number of consumers who have heard anything positive or negative about the brand - grew marginally during the observation period.

But what does Ancestry’s customer base look like?

Data from YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - shows that Baby Boomers currently account for 43% of Ancestry’s customer base. Gen X (28%) and Millennials (19%) follow Baby Boomers.

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Methodology:

YouGov BrandIndex collects data on thousands of brands every day. Ancestry’s Awareness score is based on the question: Which of the following online brands have you ever heard of? and delivered as a percentage. Its Attention score measures positive or negative buzz respondents have heard about the brand and delivered as a percentage. Scores are based on an average daily sample size of 8225 US adults between January 1, 2018 and March 6, 2023. Figures are based on a 12-week moving average. Learn more about BrandIndex.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative  and weighted by age, gender, education, region, and race. Learn more about Profiles.

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