CircleDNA launch

Avi and his team were tasked with launching CircleDNA, a unique DNA test with over 500 reports into health, disease risk and lifestyle traits.

CircleDNA isn’t just another DNA test—it collects 50 times more data than other DNA tests and provides 500 results, including those concerning cancers and risks of hereditary diseases.

Against a backdrop whereby certain DNA tests were coming under fire for spurious claims, the UK market had to be left in no doubt that CircleDNA was both different and better.

Situated in the Science Museum’s “Who am I?” exhibition room, guests attended a launch dinner to a backdrop of scientific discussion on genetics and their role in the evolution of healthcare.

Moving from a standing start, CircleDNA was able to launch in the UK in just two months. As well as making scientific tweaks to the product for the UK market, Avi was able to ensure the product and online experience was relevant to the EMEA region. CircleDNA was introduced to consumers via widespread social influencer adoption and traditional media coverage including a 6-page feature in The Times Magazine by David Aaronovitch.