Brief

To launch Deep Nostalgia™—a groundbreaking AI video reenactment tool—MyHeritage required more than a tech launch; they needed a global cultural phenomenon. I was tasked with introducing this "uncanny" technology to the US, UK, and ANZ markets. The goal was to spark an emotional viral loop that would translate directly into user acquisition and app downloads.

The Strategy

AI technology can often feel cold or technical. To make Deep Nostalgia™ go viral, I focused on the Emotional USP: the ability to see a deceased loved one "move" again for the first time.

I executed a Multi-Market Viral Seed Strategy, placing the technology into the hands of key media figures who could demonstrate the emotional impact in real-time. By moving the story from the tech pages to mainstream talk shows and breakfast TV, we triggered a global "FOMO" effect. Every piece of coverage was engineered to drive viewers directly to the App Store, creating a self-sustaining cycle of user-generated content and media reporting.

Services Delivered

• Global Product Launch & Go-To-Market Strategy

• Emotional Narrative Development & Storytelling

• High-Impact Broadcast Placements (Talk Shows & Breakfast TV)

• User Acquisition-Focused PR (App Store Optimization Support)

• Cross-Market Media Relations (US, UK, ANZ)

• Influencer & Media "Live-Demo" Coordination

The Result

The launch exceeded all KPIs, evolving from a product release into a global cultural moment. The sheer volume of coverage and social sharing directly resulted in the MyHeritage app becoming a global leader.

• Achieved the #1 Most Downloaded App status on both iOS and Android (February 2021).

• Secured high-profile segments on Jimmy Kimmel Live!, The Today Show, and BBC Breakfast.

• Dominated the headlines across CNN, BBC, USA Today, The Guardian, and Sky News.

• Generated millions of user-created videos within days, creating a permanent shift in how the public perceives AI-driven genealogy.