Finding your 100-year past

Findmypast, an online genealogy service, increased subscriptions in the UK by launching a traditional media campaign that delivered different creative messaging to distinct audience types.

Findmypast had exclusive access to the 1921 Census, which due to circumstances was the last before a 30-year gap. The brief was to maximise the revenue opportunity with an integrated campaign.


The strategy was based on audience insight, needing to ensure target users were aware of the 1921 Census by hitting them at every media touchpoint.

Genealogy is a competitive market in the UK, so the brand wanted to demonstrate why Findmypast was selected ahead of rivals as the exclusive launch partner of the 1921 Census, and introduce new audiences to the hobby.


The release of the 1921...

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