The campaign also included a billboard in Times Square, as well as mural in Williamsburg placed in view of the NYC fireworks.

The spot was picked up organically by various national and local media outlets, including the CBS Evening News (National), who interviewed our descendants about issues of race and diversity in America during their July 4th broadcast. All in all, the campaign drove over 200MM earned PR impressions across publications such as HuffPost and the Wall Street Journal.

The result was 850,000 visitors to Ancestry's website, a 23.8% increase in Family History sales, and a total revenue of $9.1 million, an ROI of 300% on every $1 spent.