With more than ten years of experience in the DNA testing space, worldwide genealogy company Ancestry decided to extend their scientific expertise to the furrier members of the family. They launched their new dog DNA test in October 2023, with its own name and sub-brand - Know Your Pet DNA.

I was hired to lead on all copywriting for the launch of Know Your Pet DNA, and worked with the in-house creative and marketing teams for several months to help define this new brand’s positioning and tone of voice. I worked on creating the copy for the new website, as well as for marketing emails, customer journey emails, social media posts, packaging and instructions, video scripts, merchandise, Amazon listings, and lots more.

The brief was to develop a tone of voice that was playful and warm, with room for a sprinkle of wit and the occasional pun, while maintaining the gravitas that a company with the extensive expertise of Ancestry deserves. There was also a lot of scientific information to get to grips with, and digest into easily understood copy for consumers. This was a fantastic project, and the launch was hugely successful - with more than 10,000 kits sold in the first month.