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23andMe Changes Brand Perception with Video Storytelling
23andMe is one of the most well known brand names in genetics comprehension and expanded genealogy research. Potential customers may see 23andMe as a DNA testing service to help understand heritage. Who wouldn’t want to know their ancestry is 8% viking?
But with its new Health + Ancestry Service, 23andMe is pivoting this brand perception, showing potential customers it is a health company. Using insights backed by the latest science, customers can see how their DNA can affect chances of developing certain health conditions. Its personalized reports break-down genetic data, and can help users understand proactive health steps. DNA reporting can help users make evidence-based decisions with their health providers, including improved disease identification and management.
Unpacking complex ideas with human connection stories
Customer testimonial: Bridging the gap between consumer and company
23andMe has many satisfied customers who have shared how DNA reporting has helped them take proactive steps to manage health. 23andMe found the right customer testimonial to both demonstrate human impact, and explain the science behind DNA reports.
This short-form brand documentary is about Jenn, a delighted 23andMe customer. It shows her journey as she discovers life-changing information from her 23andMe report. The report detected a BRCA1 (BReast CAncer gene 1) variant imperfection, which is a tumor suppressor gene. This gene imperfection often leads to female cancers like breast and ovarian cancers. There is no accurate screening for this molecule. And this DNA variant passes through male biological parents, so many females are unaware of risk until it is too late. Because of a 23andMe test, Jenn consulted with a team of physicians, and took steps to avert a potential acute fatal condition.
Jenn’s Unexpected Health Discovery is a short-form brand documentary, with customer testimonial. This storytelling format is a powerful way to connect your brand to your customers.
Key Results
Freethink published this brand documentary on our media site, and across social channels including Facebook, Instagram, LinkedIn and YouTube
Views
337,000+ views
132,000 total completed views
Engagement
3.02% click-thru rate
800+ engagements, comments, online reactions
Results
The video resonated with viewers between ages 45-54, a key company target, with a 44% video completion rate
Within topic-based targeting, viewers interested in women's health and genetics received a 61% completion rate
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