Case Study: Ancestry achieves DTC growth with Rakuten Advertising affiliate marketing

Ancestry boosts DNA kit sales 100% in 6 months with Rakuten Marketing

Ancestry, the global leader in family history and genetic testing, partnered with Rakuten Marketing to hit ambitious growth targets for its direct-to-consumer business. The challenge was to expand beyond its traditional customer base and prove the value of the affiliate marketing channel in a highly competitive space within a six-month timeframe.

Rakuten Marketing implemented a comprehensive solution using its suite of tools, including Audience Engine for personalization, benchmarking for recruitment, and performance optimization insights. The results were achieved in just six months and included a 100% increase in DNA kits sold, a 298% increase in memberships, and a 657% increase in ROAS, far exceeding all sales targets and demonstrating the power of the Rakuten Marketing platform.

Ancestry