Genotek
Native promotion for Genotek built around personal curiosity, ancestry, genetics, and self-discovery.
placements
views
involved
About the project
Objective, approach, and result
Challenge. Genotek needed to explain genetic research in accessible language and close the distance between a complex scientific subject and people’s everyday curiosity about themselves, their ancestry, and inherited traits.
Approach. Rather than relying on terminology-heavy explanations, we used personal storytelling and curiosity as the entry point. Creator Morf could show the journey from an initial question and taking the test through to discovering the results, sustaining audience interest throughout.
Execution. ETC AGENCY developed the creative framework and brief, supported production and approvals, monitored publishing, and managed ad labelling, documentation, and communication.
Result. The 2025 campaign delivered more than 10 placements and generated over 5 million views. A complex service was presented through an understandable user journey, turning science into an engaging creator-led story.
What we did
- They developed a creative concept that explained the benefits of genetics through personal stories and emotions.
- We have selected authors who can simply and fascinatingly talk about complex things — YouTube, lifestyle, science pop
- We have created a campaign with natural integrations: without overloading with terms, with an emphasis on interest and discovery
- We organized all the stages, from the briefing and filming to the final releases.
- They took over the labeling, documents, communication with the authors and control of publications.
