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PARTNERSHIP GOALS
Increase awareness and drive curiosity around Ancestry's capabilities, which offer potential for deep, identity-shaping self discovery.
Align with The HISTORY Channel to tell diverse stories by pairing Ancestry's powerful archival tools with the history of Lincoln and the Emancipation Proclamation.
THE SOLUTION

Leading up to the premiere of the Lincoln mega-documentary, The HISTORY Channel partnered with Ancestry to create a custom branded, three-episode miniseries that tells the uniquely personal stories of formerly enslaved African Americans and their connection to our 16th President, Abraham Lincoln, through conversations with their descendants. The creative illuminates diverse perspectives, celebrates African American stories and highlights the importance and impact of learning about one's past.

Historian Christy Coleman, featured in HISTORY’s Lincoln documentary, introduces the history behind each story. Genealogist Nicka Sewell-Smith guides the conversations with each descendant using the power of Ancestry records to uncover their surprising and deeply moving family history.

CAMPAIGN HIGHLIGHTS

TALENT HOSTED

Exclusive interview with historian Christy Coleman (Lincoln mega-doc team) and genealogist Nicka Sewell-Smith (Ancestry)

CUSTOM BRANDED THREE EPISODE MINI-SERIES

Featured personal stories of formerly enslaved African Americans and their connection to Lincoln

SOCIAL PROMOTION ACROSS HISTORY'S INSTAGRAM, IG REELS, AND FACEBOOK

E-NEWSLETTER SPONSORSHIP

Promo placements driving to miniseries on History.com playlist page and to Lincoln mega-doc to learn more

INCLUSION IN HISTORY PRESS RELEASE ANNOUNCING THE PARTNERSHIP

ROBUST LINEAR PROMOTION OF MINI-SERIES AND LINCOLN MEGA-DOC

CAMPAIGN CREATIVE

3:00 The New Lincolns Extended Spot

:90 The New Lincolns Vignette

:90 The New Lincolns Vignette

:90 US Colored Troops Vignette

CAMPAIGN RESULTS
Source: Metrics, ListenFirst, Iterable.