Tour de ’23
Consulting | Events | Creative | Content | Social | Experiential | Influencer
Growth Challenge
During 2023, a pinnacle year for the 23andMe brand, there was an opportunity to execute high-visibility activations to capitalize on the “year of ’23” and drive meaningful consumer awareness. Inspired by the iconic, 23-day-long Tour de France, we created a strategic and executional framework to integrate into some of the biggest Cultural and Healthcare moments and events of the year.
Objective
Drive awareness, trial and advocacy of 23andMe through authentic customer experiences.
The 23 Crate
The 23 Crate - a branded, transportable shipping container - housed all of our on-the-ground tour activations. With a design that encompassed elements of the product, an interactive QR code for free + discounted kits, and an upper story for performances and activations, the 23 Crate became a foundational brand asset for the Year of 23.
Tour Experiences
Cultural Moments
From national holidays to important dates of remembrance, we connected with our culture + community at large.
Health Connections
Tying back to a specific condition or trait we test for, we reinforced 23andMe’s role in health, wellness, and prevention.
+188%
Average social media engagements during event timeframes (versus prior periods).
