How FamilySearch Advertises on Meta

# Ad summary The ad showcases the FamilySearch app, emphasizing the ability to discover the story behind your surname. The ad uses a visual of the African continent with different surnames appearing on it, highlighting the origin and distribution of surnames. It encourages users to search for their surname for free. # Brand positioning FamilySearch is presented as a user-friendly platform for exploring family history and surname origins. The brand aims to occupy the space of accessible and engaging genealogy for a broad audience, with a focus on surname research. The brand aligns with values of discovery, heritage, and personal connection, suggesting that everyone's name carries a unique story. It does not directly push against or follow specific competitor behaviors but emphasizes simplicity and ease of use in exploring one's heritage, making it a functional approach. # Product FamilySearch is a free online platform that allows users to explore their family history, specifically by researching the origin and story behind their surnames. The ad focuses on the surname search feature, highlighting its accessibility and ease of use. The platform is implied to be for anyone interested in learning about their heritage and the geographical distribution of their family name, addressing the potential barrier of cost by explicitly stating it is free. The USP is the ability to uncover personal history and cultural roots connected to one's surname, providing a unique insight into ancestry. # Visual style The ad has a clean and simple aesthetic with a bright color palette. It features static shots and smooth transitions, giving it a polished feel. The visual motifs include the use of the African continent map and circular portraits to represent diverse users. The pacing is consistent, aiming for an informative and accessible tone. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The FamilySearch logo appears above the words, 'Every surname tells a story'. This is intended to convey that the brand can provide information about the history behind surnames. - 00:01–00:02 A search bar appears with the word, 'Sear' already typed in. This is to show the viewer where to search. - 00:02–00:07 The text changes to 'Search yours for free.' This conveys to the viewer that they can use this platform at no charge.

# Ad summary The ad features a graphic with the FamilySearch logo, followed by the question, 'Could you be related to...'. Below, portraits of historical figures Simón Bolívar, Frida Kahlo, and Sor Juana are presented. The ad ends with a call to action to discover the answer now with a free account. # Brand positioning FamilySearch is presented as a service focused on helping individuals discover their family history and potential connections to notable figures. The brand is positioned as a tool for exploring heritage and ancestry, appealing to those interested in learning about their roots. The brand pushes against the notion that family history is only for professional genealogists, offering free accounts to make it accessible to everyone. The brand positioning is functional, offering simplicity and access to a vast database of genealogical records to help users uncover their past. # Product FamilySearch provides a service that allows users to explore their family history and potentially discover connections to famous historical figures such as Simón Bolívar, Frida Kahlo, and Sor Juana. The service is accessible through a free account, which lowers the barrier to entry for users interested in genealogy. The ad aims to pique the viewer's curiosity by suggesting they may share ancestry with well-known individuals, emphasizing the potential for exciting discoveries about their own family background. The product addresses the purchase barrier of cost by offering a free account. # Visual style The ad has a clean and simple design, using a combination of black and white sketches and colorful text to draw the viewer's attention. The use of historical figures' portraits gives the ad a sense of credibility and intrigue. The design mimics a social media post with a high degree of scannability. # Hooks Headline: Podrías ser pariente de... # Benefits - [object Object] # Call to action Descúbrelo ahora con una cuenta gratuita # Point of view - [object Object] # Storyline - The ad starts with the question, 'Podrías ser pariente de...' (Could you be related to...), which is intended to grab the viewer's attention and pique their curiosity about their family history. The brand is asking the question to start a conversation with potential users. - Next, the ad presents portraits of three historical figures: Simón Bolívar, Frida Kahlo, and Sor Juana. This is included to suggest that users might have connections to notable individuals, which adds an element of excitement and intrigue to the idea of exploring their family history. The brand is presenting a visual representation of the potential discovery. - The ad concludes with a green CTA banner, 'Descúbrelo ahora con una cuenta gratuita' (Discover it now with a free account). This serves as a call to action, encouraging viewers to sign up for a free account to start exploring their family history. The brand is asking viewers to take immediate action and providing a way to do so.

# Ad summary This ad promotes FamilySearch, a service that helps users discover the origin of their last name. The ad features a hand holding a phone displaying a world map, suggesting the global reach of the service. # Brand positioning FamilySearch is presented as a user-friendly service that helps individuals explore their family history, specifically the origins of their last name. The brand is positioned as accessible and free, aiming to make genealogy research easy and engaging for a broad audience. The brand's logo is prominently displayed, reinforcing its identity as a trusted resource for family history. # Product The product being advertised is FamilySearch's last name origin discovery service. It is presented as a tool that allows users to find out the origin of their last name for free. The service is accessed through a mobile phone, suggesting ease of use and accessibility. The ad addresses the potential barrier of cost by explicitly stating that the service is free, encouraging users to explore their family history without financial commitment. The world map displayed on the phone screen implies a global reach, suggesting that the service can trace last names to various regions around the world. # Visual style The ad has a clean and modern visual style with a focus on simplicity and accessibility. The use of pastel colors and translucent shapes creates a soft and inviting atmosphere. The image is well-lit and professionally shot, with a focus on the product (the FamilySearch service) and its ease of use. The overall aesthetic is designed to be visually appealing and engaging, encouraging viewers to explore their family history. # Hooks Headline: ¿Cuál es el origen de tu apellido? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a question, “¿Cuál es el origen de tu apellido?” (What is the origin of your last name?), immediately engaging the viewer and piquing their curiosity about their family history. This is told from the brand's perspective, inviting the viewer to explore their heritage. - The ad follows up with “¡Descúbrelo gratis!” (Discover it for free!), emphasizing the accessibility and cost-free nature of the service. This is told from the brand's perspective, highlighting the value proposition of the service. - The ad concludes with the FamilySearch logo and a visual of a phone displaying a world map, reinforcing the brand and illustrating the global reach of the service. This is told from the brand's perspective, solidifying the brand's identity and the service's capabilities.

# Ad summary This image ad for FamilySearch asks the question, "Where does your surname come from?" and encourages users to find out now for free. # Brand positioning FamilySearch is presented as a tool for exploring one's family history and origins. The brand is positioned as a free resource, making it accessible to a wide audience interested in genealogy. The ad's focus on surnames and historical photos suggests a brand that values heritage and personal discovery, appealing to those curious about their ancestry. The brand aims to occupy the space of a user-friendly and informative platform for genealogical research, emphasizing the emotional connection to one's past. # Product The product being advertised is the FamilySearch platform, a free online resource for exploring family history. The ad showcases the platform's ability to trace the origins of surnames, appealing to individuals interested in genealogy and ancestry. The platform is presented as a user-friendly tool, accessible via a mobile device, suggesting ease of use and convenience. The ad addresses the potential barrier of cost by explicitly stating that the service is free, making it an attractive option for those curious about their family history but hesitant to invest in paid genealogy services. The inclusion of a vintage photo implies that the platform can help users connect with their family's past, fostering a sense of personal connection and discovery. # Visual style The ad has a clean and modern visual style, with a focus on simplicity and clarity. The use of a blurred background and translucent squares creates a sense of depth and visual interest. The vintage photo adds a touch of nostalgia and personal connection. The overall aesthetic is professional and inviting, suggesting a user-friendly and accessible platform. # Hooks Headline: Where does your surname come from? # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a question, "Where does your surname come from?" This is intended to pique the viewer's curiosity about their family history. The question is posed from the brand's perspective, inviting the audience to explore their origins. - The ad follows up with the statement, "Find out now for free!" This serves as a call to action, encouraging immediate engagement with the FamilySearch platform. The brand is emphasizing the accessibility and ease of use of their platform. - The ad features a hand holding a phone displaying an old photo of three children. This visual element is intended to evoke a sense of nostalgia and personal connection to the past. The brand is showing the user what they can expect to find when using the platform. - The ad concludes with the FamilySearch logo. This reinforces brand recognition and provides a clear visual identifier for the platform. The brand is reminding the viewer of the resource that can help them explore their family history.

# Ad summary This ad for FamilySearch asks the viewer about the origin of their last name and offers a free discovery. # Brand positioning FamilySearch is presented as a user-friendly platform for discovering family history. The brand is positioned as accessible and free, aiming to democratize genealogy research. It promotes connection to one's roots and cultural heritage, making family history engaging and attainable for everyone. # Product The FamilySearch platform is presented as a tool that allows users to discover the origins of their last name, offering a way to explore their family history and cultural heritage. The service is highlighted as free, reducing the barrier to entry and encouraging users to explore their ancestry without financial commitment. The ad showcases the platform's interface on a smartphone, indicating ease of use and accessibility on mobile devices. The visual of a world map suggests a global reach, promising insights into one's lineage from various parts of the world. The call to action emphasizes the ease and immediacy of uncovering one's heritage through the platform. # Visual style The ad uses a clean, modern visual style with a focus on accessibility and user-friendliness. The watercolor world map adds a touch of artistry, while the pastel squares create a soft and inviting backdrop. The smartphone and hand imply a real-world interaction with the platform. # Hooks Headline: ¿Cuál es el origen de tu apellido? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with a question to draw the viewer in and spark curiosity about their own family history. It aims to engage the viewer by personalizing the experience and making it relevant to them. - The ad follows with an offer of free discovery, which aims to reduce hesitation and encourage immediate engagement. It incentivizes the viewer to explore the platform and uncover their ancestry without any financial commitment. - The FamilySearch platform is displayed on a smartphone screen, visually reinforcing its ease of use and accessibility. It assures the viewer that they can access the service on their mobile device, fitting into their modern lifestyle.

# Ad summary The ad presents a quiz-like format, inviting users to discover their potential family ties to famous figures through a free FamilySearch account. # Brand positioning FamilySearch is presented as a service that allows users to discover their ancestry and potentially find connections to historical figures. The brand aims to occupy the space of accessible genealogy and family history exploration, making it easy and free for anyone to trace their roots and learn about their heritage. The brand aligns with values of connection, heritage, and self-discovery, pushing against the perception of genealogy as a complex or exclusive pursuit. The brand positioning leans towards the emotional, emphasizing the personal and familial connections users can uncover. # Product FamilySearch is a service that enables users to explore their family history and potentially discover connections to famous individuals. The ad explicitly mentions that users can create a free account to begin their search. The advertised product addresses the potential barrier of cost by highlighting the free account option. The service aims to make genealogy accessible to everyone, regardless of prior experience or knowledge. The product is promoted as a means to uncover personal history and make connections to notable figures, suggesting a sense of discovery and personal enrichment. # Visual style The ad has a clean and simple design with a focus on historical imagery and a modern interface. The visual motifs include a grid layout with geometrical shapes and black and white sketches set against a clean white background. The image treatment is minimal, with drop shadows on the images to create depth. The typography integration is legible and modern, with clear labels and a call to action. The style contrasts with platform norms through its historical focus and clean aesthetic, aiming to stand out in a busy feed. # Hooks Headline: Você pode ser parente de... # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Descubra agora com uma conta gratuita # Point of view - [object Object] # Storyline - The ad starts by posing the question of whether the viewer might be related to someone famous. This message is intended to grab attention by sparking curiosity and suggesting a sense of personal discovery. The brand is posing this question, framing the service as a means to uncover hidden connections and personal history. - The ad showcases three historical figures, identified as Tiradentes, Carmen Miranda, and Machado de Assis, each with an image and their name. This inclusion serves to provide specific examples and visualize the potential connections users might discover through the FamilySearch service. The brand is presenting these figures as examples of possible relatives, making the concept more tangible and appealing. - The ad concludes with a call to action, inviting viewers to discover their potential connections by creating a free account. This inclusion is intended to prompt immediate action and lower the barrier to entry by emphasizing the free aspect of the service. The brand is directly addressing the viewer, encouraging them to take the next step and explore their family history using FamilySearch.

# Ad summary The ad features a photo of a smiling older woman holding a magnifying glass to her eye, in front of a collage of travel images. The ad poses a question about family origins and offers a free account to explore one's family tree, suggesting the brand can help discover ancestors and where they came from. # Brand positioning FamilySearch is presented as an accessible resource for exploring one's ancestry and family history. The ad promotes a sense of discovery and connection to one's roots, with a friendly and inviting tone. The brand makes family history accessible by offering a free account and positioning itself as a tool to uncover family origins, thereby lowering the barrier to entry for those curious about their heritage. # Product FamilySearch is a service that allows users to explore their family tree and discover their family's origins. It is positioned as a tool to uncover ancestors and where they came from. The ad highlights the accessibility of the service by mentioning a free account, thus addressing potential purchase barriers by emphasizing the ease and cost-effectiveness of getting started with family history research. The product offers the opportunity to connect with one's heritage and gain insights into one's family's past. # Visual style The ad has a clean, soft, and inviting visual style. It uses a combination of a portrait and travel-themed visuals to create a sense of discovery and connection to one's roots. The image is studio-shot with soft lighting and a white background. The typography is simple and legible. # Hooks Headline: Ever wondered about your family's origins? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by asking, "Ever wondered about your family's origins?", which immediately engages the viewer and presents a question most people may have thought about. This part of the story is being told by the brand from the customer's perspective, designed to spark curiosity about their family's history. - The ad continues by offering a solution, "Explore your family tree with a free account." This beat is delivered from the brand's perspective, highlighting the accessibility and cost-effectiveness of using FamilySearch to discover one's ancestry, and presenting the opportunity to start for free.

# Ad summary The ad features a question asking if you might be related to famous historical figures, with a call to action to discover now with a free account. # Brand positioning FamilySearch is presented as a service that allows users to explore their family history and discover potential relatives. The brand aims to occupy the space of accessible genealogy, making it easy and free to explore one's ancestry. The brand aligns with values of connection, discovery, and personal history. It pushes against the notion that genealogy is difficult or expensive, offering a free account to encourage exploration. The brand positioning is both functional (providing tools for family history research) and emotional (connecting users to their past and potential relatives). # Product The product being advertised is a free account with FamilySearch, which allows users to discover potential relatives. The ad implies that by signing up for a free account, users can explore their family history and find connections to famous historical figures like Carmen Miranda, Tiradentes, and Machado de Assis. The ad addresses the potential barrier of cost by explicitly stating that the account is free. The ad is telling the viewer that this product is worth trying because it offers a fun and engaging way to explore their ancestry and potentially discover surprising connections. # Visual style The ad has a clean and simple visual style with a focus on black and white sketches against a light background. The use of pastel color blocks and a modern logo gives it a contemporary feel. The overall design is uncluttered and easy to scan. # Hooks Headline: Você pode ser parente de... # Benefits - [object Object] - [object Object] - [object Object] # Call to action Descubra agora com uma conta gratuita # Point of view - [object Object] # Storyline - The ad opens with the question, "Você pode ser parente de..." (Could you be related to...), immediately piquing the viewer's curiosity about their own family history. The brand is asking this question to draw the viewer in and make them consider the possibility of having famous relatives. - The ad then presents three famous historical figures: Carmen Miranda, Tiradentes, and Machado de Assis, each with a question mark next to their name. The brand is presenting these figures as examples of people the viewer might be related to, creating a sense of excitement and intrigue. - The ad concludes with a call to action: "Descubra agora com uma conta gratuita" (Discover now with a free account). The brand is encouraging the viewer to sign up for a free account to explore their family history and potentially discover connections to these famous figures.

# Ad summary This ad for FamilySearch encourages users to 'play detective' and discover America's forgotten heroes by searching records and finding ancestors. The ad features an old photo being viewed under a magnifying glass, highlighting the detective-like experience of genealogical research. # Brand positioning FamilySearch is presented as a tool for discovering and connecting with one's family history, especially as it relates to the heritage and ancestry of the United States. The brand encourages exploration and historical discovery. The brand presents a functional positioning of providing accessible resources for genealogical research, inviting users to engage with their past in a meaningful way and emphasizing the accessibility of the service by highlighting that searching records and finding ancestors is free. # Product The product being advertised is FamilySearch's service that provides access to records for genealogical research. It allows users to 'search records & find ancestors, free.' The service is for anyone interested in discovering their family history and learning about America's forgotten heroes. The ad addresses a potential barrier to entry by highlighting that the service is free, making it accessible to a broad audience. It's presented as a way to 'play detective' and uncover the stories of one's ancestors. # Visual style The ad has a vintage aesthetic combined with a modern, clean layout. The use of an old black-and-white photograph gives a sense of history and nostalgia, while the clean typography and simple geometric shapes provide a contemporary feel. The color palette is muted and soft, with pastel shades of blue and pink adding a touch of modernity. The overall effect is one of accessible history, inviting the viewer to explore their past with ease. # Hooks Headline: Play detective. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Search records & find ancestors, free. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by inviting the viewer to 'Play detective' (brand POV), setting up the premise of genealogical research as an engaging activity. This aims to immediately capture the viewer's attention by positioning family history as a fun and intriguing pursuit. - The ad expands on the initial invitation by stating, 'Discover America's forgotten heroes' (brand POV), framing the detective work as a path to uncovering significant historical figures within one's own family tree. This enhances the appeal by connecting personal discovery with a larger narrative of American history. - The visual component displays an old photograph being examined with a magnifying glass, conveying the process of searching for and scrutinizing historical evidence (customer POV). This imagery reinforces the detective theme and illustrates the hands-on nature of the research. - The ad concludes with a call to action, 'Search records & find ancestors, free' (brand POV), highlighting the tangible benefit and accessibility of using FamilySearch's resources. This prompts the viewer to take immediate action and start their own genealogical investigation.

# Ad summary This ad for FamilySearch encourages users to play detective and find forgotten heroes of America by searching records and finding ancestors for free. # Brand positioning FamilySearch is presented as a service that enables users to explore their family history and uncover stories of their ancestors. The brand aligns with values of discovery, connection to the past, and honoring heritage. By encouraging users to 'play detective' and 'discover America's forgotten heroes,' FamilySearch positions itself as a tool for both personal enrichment and historical understanding, appealing to individuals interested in genealogy, history, and cultural heritage. # Product The featured product is the FamilySearch platform, which provides access to records and tools for finding ancestors. It is positioned for anyone interested in exploring their family history and discovering 'America's forgotten heroes.' The ad highlights that using the platform allows users to search records and find ancestors for free, removing a potential purchase barrier. The primary benefit emphasized is the opportunity to uncover untold stories and connect with one's heritage through genealogical research. # Visual style The ad uses a clean and modern design aesthetic with a vintage touch. The use of a black and white photograph creates a historical feel, while the light blue and pink blocks add a contemporary element. The layout is simple and uncluttered, with a focus on readability and clear messaging. The image is well-lit and professionally produced. # Hooks Headline: Play detective. # Benefits - [object Object] # Features - [object Object] # Call to action Search records & find ancestors, free. # Point of view - [object Object] # Storyline - The ad invites viewers to 'Play detective,' encouraging them to engage with the FamilySearch platform in an exploratory way. This message, presented from the brand's perspective, aims to spark curiosity and position family history research as an engaging activity. - The ad expands on this invitation by stating 'Discover America's forgotten heroes,' suggesting that users can uncover significant historical narratives through the platform. This part of the story is told from the perspective of the brand, promising a deeper connection to American history. - The ad offers a clear directive to 'Search records & find ancestors, free,' emphasizing the accessibility and free nature of the FamilySearch platform. This encourages immediate action from the audience.

# Ad summary This image ad promotes Family Search, encouraging users to explore their ancestry for free. The ad features a diverse group of immigrants, overlaid with the text "Find out for free." # Brand positioning FamilySearch is presented as a helpful resource that simplifies the process of exploring one's family history. The brand projects a sense of inclusivity by featuring a diverse group of people. It clearly aims to occupy a space in the consumer's mind as an accessible way to discover their family's origins and is positioned as both educational and personally enriching. The brand aims to provide a service that connects people with their past, thereby ascribing value to history, heritage, and personal discovery. # Product FamilySearch is promoted as a free online service that allows individuals to find information about their ancestors. The service is for anyone interested in exploring their family history, and the ad addresses potential barriers of entry by explicitly stating that the service is free. The ad presents FamilySearch as an accessible way for users to discover how their ancestors came to America. # Visual style The ad uses a faded black and white photograph to evoke a sense of history and nostalgia, overlaid with bold, modern typography and bright colors. The search bar mimics a user interface, while the overall aesthetic is clean and simple. # Hooks Headline: Find out for free. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with a question posed in a search bar: "How did your ancestors come to America?" This is designed to immediately grab the viewer’s attention by inviting them to consider their own family's history from the customer POV, acting as a hook. - The ad then presents the value proposition with the text "Find out for free." This builds on the initial hook by offering a solution to satisfy the user's curiosity about their ancestry from the brand's POV. - Finally, an image of a diverse group of immigrants reinforces the offer by visually representing the people who came to America and aligns them with the implied user group from the brand's POV. This builds on the previous beats and helps personalize the process of ancestry research, positioning FamilySearch as a tool for everyone.

# Ad summary This image ad suggests that users could be related to an icon of American history by using FamilySearch to start a free family tree. # Brand positioning FamilySearch is presented as a tool that allows users to discover their family history and potentially find connections to notable figures in American history. The ad positions the brand as a resource for uncovering one's heritage, making history more personal and engaging. This is underscored by the collaboration with AMERICA 250, which is meant to create an emotional connection with the brand as users discover their personal connections to historical figures. # Product The advertised product is FamilySearch's free family tree service. The ad invites users to explore their ancestry, discover historical connections, and potentially find out if they are related to an icon of American history. By using FamilySearch's tool, users can start a family tree and unlock the hidden stories of their past. The call to action emphasizes the accessibility of the service by highlighting that it is free, reducing the barrier to entry and encouraging users to explore their genealogy. # Visual style The ad has a clean and patriotic visual style, using a bright, minimalist layout with a limited color palette of white, light blue, red, and green. The cutout photo of Jacqueline Lee Kennedy Onassis adds a nostalgic touch, while the scattered star shapes give a celebratory feel. The overall design is simple and uncluttered, emphasizing the core message and call to action. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad opens with a question that engages the viewer by suggesting the possibility of being related to an "icon of American history," sparking curiosity and interest. The message is from the brand, aiming to draw users into exploring their family connections through FamilySearch's services. - A photo of Jacqueline Lee Kennedy Onassis is shown to exemplify what is meant by an 'icon of American history.' The brand includes this image to create an aspirational narrative and provide a concrete example of the historical figures users might discover in their family tree. - The ad concludes with a call to action to "Start a free family tree to find out." This message is from the brand, directly prompting the viewer to use FamilySearch's platform and begin their genealogical research, reinforcing the service's accessibility and ease of use.

# Ad summary The image ad shows a photo of Jacqueline Kennedy Onassis and indicates that the user could be related to an icon of American history by starting a free family tree with FamilySearch. # Brand positioning FamilySearch is a platform where people can discover their family history by building a free family tree. It positions itself as a tool to connect users with their past, offering a chance to uncover potential links to historical figures and understand their heritage. The brand promotes the values of exploration, connection, and personal discovery, enabling users to piece together their family's story and feel a sense of belonging to something larger than themselves. By providing free access to genealogical resources, FamilySearch aims to democratize the process of family history research, making it accessible to anyone interested in learning more about their roots. # Product The product advertised is a free family tree service offered by FamilySearch, designed for individuals interested in exploring their ancestry and discovering their family history. The service allows users to build a visual representation of their family's lineage, potentially revealing connections to notable historical figures. By offering the service for free, FamilySearch addresses the barrier of cost, making genealogy research accessible to a broad audience. The ad encourages users to start their family tree to uncover surprising relationships and deepen their understanding of their heritage. # Visual style The ad employs a clean and straightforward visual style, with a focus on clarity and simplicity. The production quality appears polished, with a clear image and a clean layout. The color palette is limited to white, light blue, and the black and white of the portrait, creating a cohesive and uncluttered aesthetic. The use of a cutout portrait and handwritten label adds a touch of personality. The style aims for easy scannability in-feed. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad begins by suggesting the viewer could be related to an icon of American history, which is intended to pique the viewer's interest by presenting the possibility of a surprising connection to someone famous. The brand is making this declaration. - A picture of Jacqueline Kennedy Onassis is presented to provide a specific example of a historical figure the viewer might be related to. The brand is clarifying the previous statement. - The ad concludes with a call to action to start a free family tree, intended to prompt the viewer to explore their ancestry and potentially discover unexpected connections. The brand is encouraging the viewer to take action.

# Ad summary This ad for FamilySearch uses a celebrity to pique curiosity and entice the user to start a free family tree. # Brand positioning FamilySearch positions itself as a service that allows individuals to explore their family history and heritage. The company provides tools and resources to trace ancestry, discover relatives, and build a family tree. The brand aims to occupy the space of accessible genealogy, making it easy and free for anyone to delve into their past. FamilySearch promotes values of connection, discovery, and personal history, aligning with a lifestyle of curiosity and learning. By offering its core services for free, the brand pushes against the norm of paid genealogy services, emphasizing accessibility for all. # Product The featured product is FamilySearch's free family tree service. This allows users to discover their ancestry, connect with relatives, and build a visual representation of their family's history. The service is for anyone interested in exploring their heritage and family connections. The ad addresses a potential purchase barrier by emphasizing that the family tree service is free to start. # Visual style The ad has a clean and simple visual style with a white background and light pink accents. The use of a black-and-white celebrity photo gives it a vintage feel, while the scattered stars add a touch of playfulness. The design is uncluttered and focuses on the central image and text, making it easily scannable. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad opens with a question designed to pique the viewer's curiosity: "You could be related to an icon of American history..." This messaging is from the brand's perspective and is intended to intrigue the viewer and suggest the possibility of an exciting personal connection to the past. - The ad then presents a photo of Lucille Ball with her name beneath it. This reveal is from the brand's perspective and serves to provide a concrete example of a famous person to whom the viewer might be related, making the offer more tangible and engaging. - The ad concludes with a call to action: "Start a free family tree to find out." This messaging, presented from the brand's perspective, encourages the viewer to take the next step and discover their potential connection to history, reinforcing the ease and accessibility of the service.

# Ad summary This ad from FamilySearch encourages users to start a free family tree and find out if they are related to an icon of American history. # Brand positioning FamilySearch is presented as a service that allows users to explore their family history and discover potential connections to historical figures. The brand leans into the emotional appeal of discovering one's heritage, making genealogy accessible and intriguing for the average person. It aims to stand out by focusing on the potential for exciting discoveries, rather than just historical record-keeping, creating a fun and engaging experience. # Product The advertised product is a free online family tree creation service provided by FamilySearch. This service allows users to build their family history by exploring genealogical records and discovering potential connections to historical figures. The ad emphasizes the ease of use and accessibility of the service by highlighting that it's free to start. It directly addresses a potential barrier by suggesting that users might be related to an "icon of American history," turning genealogy into an exciting possibility rather than a tedious task. # Visual style The ad features a clean and simple design with a focus on historical imagery. The production quality is polished, with clear logos and a well-defined portrait of George Washington. The visual motif includes a white background with scattered light blue stars, creating a patriotic and inviting atmosphere. The image treatment is minimal, with a focus on clear presentation. The typography integration uses a mix of sans-serif and handwritten styles. The overall style aims to be both informative and engaging, encouraging users to explore their family history. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad opens by posing the question: "You could be related to an icon of American history..." This statement captures the viewer's attention and sparks curiosity about their own family history. The perspective is from FamilySearch, trying to pique the viewer's interest in exploring their genealogy. - The image of George Washington is presented to exemplify the kind of historical connection the user might uncover. The perspective is from FamilySearch, offering a visual representation of the potential exciting discovery. - The ad concludes with a call to action: "Start a free family tree to find out." This prompts the viewer to take the next step and begin exploring their family history using FamilySearch's services. The perspective is from FamilySearch, encouraging immediate engagement with their product.

# Ad summary This image ad by FamilySearch is promoting the sharing of family stories. It features a mom and her daughter with an American flag, and the text states, “One nation, many stories.” # Brand positioning FamilySearch is presented as a platform that allows users to discover and share their family history. The brand aligns with values of community, tradition, and personal connection by enabling individuals to explore their roots and contribute to a collective narrative. FamilySearch positions itself as a resource for those interested in exploring and preserving their heritage, fostering a sense of belonging and identity through shared stories and historical records. # Product FamilySearch provides a free online platform for genealogy research and family history preservation. Users can create and share their family stories, build family trees, and access historical records. The platform is for anyone interested in exploring their ancestry, connecting with relatives, and preserving their heritage. It addresses the barrier of accessibility by providing a user-friendly interface and a vast database of records, making family history research straightforward and engaging. The product aims to connect users with their past, promote a sense of identity, and celebrate the diverse stories that make up a shared cultural history. # Visual style The ad features a warm and inviting visual style with a focus on family and community. The production quality is polished but maintains a natural, candid feel. Visual motifs include star patterns and a blurred outdoor background to create a sense of celebration and togetherness. The image treatment includes soft lighting and gentle color grading to enhance the overall warmth. The typography is clean and legible, reinforcing the brand’s approachable and accessible nature. # Hooks Headline: One nation, many stories # Call to action Share yours # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the headline “One nation, many stories”, intending to highlight the diversity of family histories within the United States. The brand is conveying the message that every family's unique background contributes to the broader national identity. - The image features a mother and daughter holding an American flag, visually reinforcing a sense of patriotism and togetherness. The customer is experiencing the warmth of family connection. - A button labeled “Share yours” prompts the audience to engage with FamilySearch and contribute their own family stories, continuing the narrative. The brand invites participation and fosters a sense of community. - The FamilySearch logo and the America 250 logo at the bottom emphasize the brand’s commitment to preserving American history and culture. The brand presents itself as a resource for genealogical exploration and national heritage celebrations.

# Ad summary The ad highlights a user's potential connection to an "icon of American history" by creating a family tree on FamilySearch. It features a black and white image of Walt Disney in front of a salmon-colored background with faded white stars. This suggests that users may discover a familial connection to Walt Disney by creating a free family tree. # Brand positioning FamilySearch is presented as a service that helps people discover their family history. The company emphasizes its accessibility by offering a free platform to build a family tree, suggesting a user-friendly and cost-free way to explore one's heritage. By featuring the "America 250" logo, FamilySearch aligns itself with themes of national identity and historical discovery, implying that users can connect with significant figures and events in American history through their own family's story. The brand positions itself as a tool for personal enrichment and historical connection. # Product The product being advertised is a free online platform for building a family tree. The ad shows the user that this service allows them to discover if they are related to an "icon of American history." The platform seemingly works by enabling users to create a family tree, and then the service uses this information to find historical connections for the user. # Visual style The ad has a scrapbook style, with a vintage black and white photograph and a handwritten-style banner against a modern background. The design contrasts the historical theme with a clean, digital aesthetic, combining elements of nostalgia and contemporary design. The image treatment includes a rough cutout effect around Walt Disney's photo, adding to the scrapbook feel. The simple layout and clear typography aim for high scannability in a social media feed. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad begins by posing a question to the viewer, suggesting that "You could be related to an icon of American history..." This is intended to grab the viewer's attention and spark curiosity about their own heritage. The perspective is from the brand to the customer, drawing them in with the possibility of an exciting historical connection. - The ad then shows a cutout of a black and white photo of Walt Disney along with his name written on what appears to be a piece of paper, creating a direct example of the type of discovery that the user might make. The perspective is from the brand to the customer, showing a clear link between the introductory question and a specific historical figure. - The ad concludes by offering a solution in the form of a call to action: "Start a free family tree to find out." This provides a clear and simple next step for the viewer to take in order to explore the possibility introduced at the beginning of the ad. The perspective is from the brand, encouraging the user to engage with the service.

# Ad summary This image ad from Family Search suggests users could be related to an icon of American history, in this case, Ruth Bader Ginsburg, and prompts the user to start a free family tree to find out. # Brand positioning FamilySearch is presented as a service that allows users to discover their family history and heritage. The company is affiliated with America 250, which is an organization working to commemorate the 250th anniversary of the United States. The ad positions FamilySearch as a way for individuals to connect with significant figures in American history, tapping into national pride and the desire to understand one's own place within the larger narrative of the country. # Product FamilySearch is advertising its free family tree service. The service allows users to explore their ancestry and discover potential connections to historical figures, as suggested by the ad's focus on Ruth Bader Ginsburg. The ad encourages users to start their own family tree, implying that it's an accessible and engaging way to learn about their heritage and possibly uncover surprising links to important people in American history. The product aims to break down the barrier of genealogical research by offering a free and easy-to-use platform. # Visual style The ad has a clean and simple aesthetic, using a limited color palette and straightforward imagery. The production quality appears to be moderately polished, with a focus on clear communication over elaborate visuals. The visual motifs include a grid layout, the handwritten-style label, and star background. The image treatment appears to involve background removal and color grading, creating a unified visual tone. The typography integration is functional, with a mix of sans-serif and handwritten styles. Overall, the visual style is designed for scannability and stop power in the feed. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad opens by suggesting the user could be related to an icon of American history, immediately piquing their interest by hinting at a potential connection to someone famous and important. This message is told from the brand's perspective to grab attention and create curiosity. - Next, the image shows a photo of Ruth Bader Ginsburg, providing a specific example of the kind of historical figure the user might be related to. The image is paired with a label bearing her name, reinforcing who the figure is, from a brand perspective that offers a concrete example of the ad's promise. - Finally, the ad prompts users to start a free family tree to find out if they are related, clearly prompting the user to start using their product. This is a direct call to action from the brand, designed to drive engagement and adoption of the service.

# Ad summary This image ad by FamilySearch promotes the possibility of discovering a relationship to an icon of American history by starting a free family tree. # Brand positioning FamilySearch is presented as a service that helps users discover their family history. The brand aligns with values of historical exploration, discovery, and personal connection to the past. It likely competes with other genealogy services, possibly differentiating itself by offering a free service as a starting point. The positioning is both functional, providing a tool for genealogical research, and emotional, appealing to curiosity and a desire for connection to historical figures and personal roots. # Product The product being advertised is a free family tree service that allows users to explore their ancestry and potentially discover connections to historical figures. The ad highlights the ease of getting started, suggesting a simple and accessible process. The service appears designed for individuals interested in genealogy, family history, and understanding their heritage. A primary selling point is the opportunity to uncover surprising or significant connections to well-known people or events. # Visual style The ad features a clean and simple design with a focus on the central portrait. The color scheme is limited to shades of blue, white, and black, giving it a professional and trustworthy feel. The stars evoke a sense of patriotism or American history, while the handwritten text adds a personal touch. The overall aesthetic is approachable and inviting, likely intended to appeal to a broad audience interested in genealogy. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad opens with the question "You could be related to an icon of American history..." This message serves to immediately grab attention and pique the viewer's curiosity by implying a personal connection to a famous historical figure. The viewer experiences this question, which is posed by the brand to spark interest and prompt further engagement. - The ad shows a portrait of Martin Luther King Jr., visually representing the type of iconic figure to whom the viewer could potentially be related. This visual reinforces the initial message and offers a concrete example to make the possibility more tangible. The brand is conveying this image to clarify the nature of the historical connection being offered. - The ad then includes the text "Start a free family tree to find out." This serves as a call to action, directly prompting the viewer to use the service to explore their family history and discover potential connections. The brand is making this final statement to drive conversions by offering a tangible next step.

# Ad summary This image ad for FamilySearch suggests users may be related to an 'icon of American history' and encourages users to start a free family tree to find out. # Brand positioning FamilySearch is presented as a service that allows users to explore their family history and potentially discover connections to historical figures. The brand aligns with values of heritage, knowledge, and personal discovery. By highlighting the possibility of being related to someone famous, FamilySearch pushes against the notion that family history is only relevant to professional historians or genealogists and instead emphasizes a more emotional and personal connection to the past. # Product The product advertised is FamilySearch's free family tree service. It is for anyone interested in exploring their family history and discovering potential connections to notable figures. The service allows users to build a family tree and find out if they are related to an 'icon of American history.' The service removes the barrier to entry for exploring genealogy by being free and accessible. # Visual style The ad has a clean and simple visual style. It uses a limited color palette of peach, white, black, and blue. The image of Benjamin Franklin is presented as a cutout, giving it a slightly informal and approachable feel. The stars in the background provide a subtle visual element without distracting from the main message. The design style is simple and legible, which likely enhances scannability and stop power in the feed. # Hooks Headline: You could be related to an icon of American history... # Benefits - [object Object] # Features - [object Object] # Call to action Start a free family tree to find out. # Point of view - [object Object] # Storyline - The ad begins by posing an intriguing possibility: 'You could be related to an icon of American history...' This message is intended to grab the viewer's attention and pique their curiosity. The brand is speaking directly to the viewer, drawing them into the narrative of personal discovery and historical connection. - The ad shows an image of Benjamin Franklin to provide a visual anchor and specify the type of 'icon' being referenced, giving the viewer a concrete example of who they might be related to. The brand is showing an example of one potential outcome of using their service. - The ad ends with the explicit call to action 'Start a free family tree to find out.' This message tells the viewer what to do next and removes a potential barrier by highlighting the free aspect of the service. The brand is explicitly telling the viewer what they should do to capitalize on their curiosity.