The Brief

Following the massive success of Deep Nostalgia™, MyHeritage developed AI Time Machine™—a feature allowing users to transform their personal photos into hyper-realistic historical portraits. I was tasked with replicating the brand’s viral success, moving the conversation from "animating the past" to "becoming the past." The objective was to dominate social feeds and drive a new wave of global engagement and app retention.

The Strategy

While Deep Nostalgia™ was rooted in emotion and memory, the AI Time Machine™ strategy was built on Identity and Play. I positioned the tool as the ultimate "Historical Selfie," capitalizing on the universal curiosity of "Who would I have been in another era?"

I orchestrated a Tier-1 "First-Look" Campaign, targeting lifestyle and entertainment desks to showcase the "wow factor" of the transformations. By encouraging high-profile media personalities to share their own historical avatars—ranging from Viking warriors to Victorian royalty—we triggered a massive organic social ripple. The strategy turned every user into a brand ambassador, creating an aspirational "Time Travel" trend that flooded Instagram, TikTok, and Twitter.

Services Delivered

• Global Viral Launch Strategy

• Trend Engineering & "Challenge" Development

• Lifestyle & Entertainment Media Relations

• Interactive Storytelling & Product Integration

• Multi-Market Social Seedling & Influencer Alignment

• Brand Voice & Narrative Positioning

The Result

The launch achieved instant virality, capturing the world’s imagination and driving millions of historical transformations within the first week.

• Triggered a worldwide social media phenomenon, with users in over 100 countries sharing their "Time Travel" results.

• Secured high-impact coverage across The Daily Mail, Good Morning America, The Sun, and Hypebeast, successfully tapping into both mainstream and youth-culture audiences.

• Drove a significant spike in app sessions and new user registrations, reinforcing MyHeritage’s position as the leader in "AI-tainment."

• Generated a massive wave of "Joy, Surprise, and Excitement," effectively humanizing complex AI technology for a mass-market audience.