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Influencer Marketing Case Study: 23andMe Helps Influencers Discover Their Heritage
23andMe got off to a rocky start several years ago when the FDA banned the sale of their genetic health testing kits. In 2017, the company got back on track with the FDA, and tested a variety of creative partnerships in order to raise awareness about genetic testing.
The company not only convinced major retailers like CVS and Target to carry their product on the shelf, they also pioneered an animated short with Universal Pictures in which super-villain Gru discovers his long-lost brother using 23andMe.
Based on their open-mindedness when it comes to marketing, it’s no surprise that 23andMe likes to diversify their approach to partnerships, working with large brands like Lexus and more niche micro influencers. The theme that runs through all of their campaigns, however, is a very personal story of self-discovery.