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Library/Campaign/Momondo: The DNA Journey
Grade B26 sourcesHIS-00394

Momondo: The DNA Journey

Campaign · 2016 · Notable

51Editable slideCertificate

Momondo reported 175 million views for its film about ancestry and national prejudice.

Original · momondo; &Co.; Jeppe Rønde
momondo – The DNA Journey
momondo - Let's Open Our World on YouTube
#1 The Birth of a Purpose
Per Christiansen (momondo campaign executive)
Watch the beautiful results when strangers discover their genetic ancestry
NBC TODAY
#2 The DNA Journey going local
Per Christiansen (momondo campaign executive)
Cannes Lions go to work from Jeppe Rønde, Damien Chazelle, and David LaChapelle - Superprime
Superprime Films
Patriotic People Are Shocked to Learn Where They Really Came From in This Viral Ad
Adweek
Momondo: DNA Journey | shots
shots
Os comerciais mais assistidos pelas mulheres no YouTube
Meio & Mensagem

Spread Score

How it works
Reach68Contagion45Breadth80Velocity0Longevity3551

Numbers

2017 award entry’s media impressions; measurement date unstated
8.3B
Press · Self-reported · D&AD (campaign entrant’s description)
Peak date
Week of Jun 11, 2016
Jun 1 ’16 to Week of Jun 11, 2016
Platforms
4
Started on YouTube
Origin
Mixed
Auto & mobility

Mechanics

  • Challenge
  • Controversy
  • Response chain
  • Platform jumpPrimary
  • Press loop

How it spread

Trace the origin

Momondo released an ancestry-reveal film, then launched paid social ads, PR seeding and a video-entry competition. Facebook reposts and independent coverage followed. Scientists challenged the genetic premise, and Momondo explained its production choices.

Dates use the stated precision; chart positions are date anchors.

Google searchesMay ’16JunJulSepNovDecFeb ’17AprJunPeakPressYouTubeFacebookOpen web
PressYouTubeFacebookOpen web

14 more events on this chart

Join free to see them

Timeline (17)

  1. May 2016

    momondo precursor · May 2016

    Momondo ran nationality-themed PR teasers ahead of the film’s launch.[1]

    #1 The Birth of a Purpose
    Open the first post ↗

  2. June 2016

    momondo - Let’s Open Our World seed · Jun 1 ’16

    Momondo published its film showing participants receiving ancestry-test results.[2]

    momondo – The DNA Journey

  3. momondo owner response · Jun 2 ’16

    Momondo launched Facebook and YouTube ads and a competition offering DNA kits.[1][3]

Origin
Mixed
Sector
Auto & mobility
Region
DK
2017 award entry’s media impressions; measurement date unstated
8.3B
Press · Self-reported · D&AD (campaign entrant’s description)
Evidence
Grade B

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36M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesMay ’16JunJulSepNovDecFeb ’17AprJunPeakPressYouTubeFacebookOpen web
PressYouTubeFacebookOpen web

14 more events on this chart

Join free to see them

  1. May 2016

    momondo precursor · May 2016

    Momondo ran nationality-themed PR teasers ahead of the film’s launch.[1]

    #1 The Birth of a Purpose
    Open the first post ↗

  2. June 2016

    momondo - Let’s Open Our World seed · Jun 1 ’16

    Momondo published its film showing participants receiving ancestry-test results.[2]

    momondo – The DNA Journey

  3. momondo owner response · Jun 2 ’16

    Momondo launched Facebook and YouTube ads and a competition offering DNA kits.[1][3]

  1. press · Jun 3 ’16

  2. platform jump · Jun 5 ’16

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
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  3. 3

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