Entering the DNA testing category late in the game, MyHeritage DNA needed a strong message to stand out from the crowd. We positioned MyHeritage DNA as more than just an individualistic, nostalgic tool in genealogy. It aims to break down borders, and give people a deeper view of humanity. Prince Ea—a social influencer known for his videos addressing issues in society—helped share this by weaving his DNA results into a message that challenges the idea of race itself. The spot launched on Prince Ea's social channels and got over 700,000 views in the first week, appearing on YouTube's trending list. We also hosted a Facebook Live event with Prince Ea, his brother and his father. A genealogist researched their family history and revealed it for the first time. It was quite touching!