Our training is fuelled by best practice. To support Digital Training Academy courses we draw on examples of best practice digital marketing and publishing from many industry sectors, and in many countries. On this page you’ll find many of the case studies accepted by the Academy and we hope you enjoy learning from them. They represent aspects of best practice we’ve found useful when teaching digital marketing, and if you’re joining us before a Digital training Academy then ask about case studies in your sector. Only a small selection are available on this page.
Any agency, advertiser or media owner can submit a case study for our consideration. On this page you'll find some of the case studies we're currently using to support training on a few of our courses. You cannot buy advertising or promotional spaces on this page or use it as a selling tool. All case studies that are accepted remain fully credited to the teams who created those examples of best practice and we actively encourage participants on our training courses to talk with the teams behind them. There is no fee for submission, but if you have submitted case studies and they have not been accepted then please understand that we have strict criteria for what creates best practice. Remember that as a training provider we're not directly endorsing the brands or the teams, but we have been impressed with their work and hope you enjoy them. Each month we review all new submissions.
Submit your case studies
You can do this online through our online submission form or by email. If you'd like to submit examples of your work then email them into CaseStudies@DigitalTrainingAcademy.com and after an initial review we'll be in touch if we feel they can be used to support learning goals.
There is also an online submission tool, here: http://www.digitaltrainingacademy.com/submit/. By sending us a case study you agree we can use it in training, conference speeches, book chapters and reports and other media. You need to be confident you have the necessary rights and permissions from partners or clients to be able to do this. Case studies cannot be restricted to one particular course so we can only accept material which can be used in any aspect of our training. However, if you’d like us to withdraw a case study at any point, then we can do this within two weeks.
1-800-FLOWERS.COM used mobile advertising to drive traffic and incremental orders and create competitive advantage. The campaignused Google’s AdMob platform to run a sponsored link on mobile search results, telling customers that they could purchase flowers and gifts from a mobile device even at the last minute. The campaign resulted in 2 million mobile impressions, driving traffic and incremental orders. CTRs were 2-3 times higher than the Google desktop based campaign.
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Brand: 1-800-FLOWERS.COM |Media: Google Admob | Country: US |Sector: Retail| Format: Google Ad words
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Continue reading "1-800-FLOWERS.COM uses mobile advertising to build brand awareness and boost CTR" »
Malaysian 4G mobile operator Yes made innovative use of rich media to engage and convert the target audiences, resulting in a click through rate 140% higher than average. The campaign encouraged consumers to subscribe and pre-register for the service before its official commercial launch by rich media site takeovers via Better Digital Solutions across all major news portals in the country. This case study shows how with the use of innovative rich media advertising and with clear call to action, Yes enticed and engaged users and also led to strong branding and conversions. Not just clicking customers but approx 0.79% of non clicking impressions also led to conversions. The average Dwell time of users interacting with the campaign was 73.06 seconds 1.6 times the benchmark and average dwell rate 13.39% 1.9 times the benchmark. The CTR for the campaign was 140% higher than the Malaysian CTR benchmarks of 0.73%.
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Brand: Yes |Media: Better Digital Solutions MY | Country: Malaysia |Sector: Telecommunications | Agency: Agenda Asia MY, Carat MY, Media Mind | Format: Rich Media, Site takeover
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Continue reading "Case study: Yes rich media campaign gets 140% higher click-through rate" »
Mobile software developer Fluent Mobile made use of mobile display ads to efficiently reach a large percentage of their target audience: iPhone, iPod touch and iPad users. The purpose of the campaign was customer acquisition at a cost of less than $1/install. Since advertising began Fluent Mobile acquired 400,000 users and earnings were up by 2500%.
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Brand: Fluent |Media: Google Admob | Country: US |Sector: Telecommunications| Format: CPC Ads
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Continue reading "Fluent Mobile uses mobile advertising to acquire 400,000 new customers" »
In this case study, Orabrush made smart use of Youtube to create buzz around the brand and generate sales. The dental brand's YouTube video generated 16 million views with a budget of just $500. After 2 years the results are 160,000 followers of the ads on YouTube, 43 million views and 1 million brushes sold online
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Brand: Orabrush |Media: YouTube | Country: Spain |Sector: Oral Healthcare| Format: YouTube Video
View the first YouTube commercial | View the case study 'How they went to Walmart' | ">View the infographic | Read the Google Blog
Cable channel Reelz used a technique called ‘Smart Versioning’ to continually adjust text, video and URLs in ads based on response, in order to boost ROI. As a result, the campaign achieved a 200% higher dwell rate than average.
The purpose of the campaign was to get audience attention and increase the website traffic.
Smart Versioning enabled for ongoing changes, text, video, and URL feeds. And all updates that would otherwise take hours with smart version can be done in only a few minutes. The regular ongoing updates resulted in high dwell rate.
The campaign resulted in dwell rate of 10.35%, 200% more than the entertainment vertical.
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Brand: Reelz| Sector: Entertainment| Agency: Haworth, Reelz Channel, MediaMind | Format: Smart Versioning
Read the case study here
Continue reading "Case Study: Reelz uses ‘Smart Versioning’ for ongoing updates to video advertising" »
Bubble Gum brand MUST used a virtual character ‘Mustika’ to create brand awareness and increase market share and sales, via a multi-channel competition.
The more the users engaged with the character more points hey gained, improving the chance to win the competition. To engage the users they were made to be involved from creating the character to sending it to friend. Every time they interacted with the character they gained points. The grand prize for the competition was a trip for 2 to Paris, the next 3 winners were awarded a personal supply of MUST Gum for a year. The campaign’s maximum potential exposure was attained and the average frequeny of the campaign was 4.3.
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Brand: MUST Bubble Gum| Sector: Entertainment| Agency: LH Media, Media Mind | Format: Behavioural Targeting, Rich Media, Email, Social
View the case study here
Continue reading "MUST uses multi-channel ‘virtual character’ to boost sales" »
Coffee house chain Barista used Facebook to create awareness of its seasonal 'Hawaiian Summers' menu, encouraging users to engage with the brand. The campaign created a Facebook fan page loaded with a games app and contest.
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Brand: Barista Lavazza |Media: Facebook | Country: India |Sector: Hospitality | Agency: AliveNow | Format: Facebook page, Facebook Game App
Read the case study here | View the eCRM mailer
Continue reading "Barista Facebook campaign creates brand awareness and engagement " »
Visit Britain used social media marketing to increase the fan base, with the use of Facebook sponsored stories, page like and page post sponsored stories, resulting fan base to increase from 126,173 to 255,751. The campaign used targeting to friends of friends and ran from 25 April to 1 May. The sponsored stories, page likes and page posts were shown to friends of people who had ‘Liked’ or commented on the page. The 1 week campaign resulted in a 29% increase in feedback on page posts. The number of likes was doubled.
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Brand: Visit Britain |Media: Facebook | Country: UK |Sector: Tourism| Format: Facebook Sponsored Stories|
Continue reading "How Visit Britain used Facebook to double fan base" »
This case study shows how Costa used Customer insights to transform the business via product development, loyalty schemes and marketing campaigns.
Based on research findings that 10% of overall coffee customers made up for 50% of Costa visits, Costa introduced the loyalty card Costa Coffee. Costa now has more than 6 million loyalty cards in circulation just 18 months after launch. The loyalty programme was designed also based on the insight that UK shoppers prefer points collection schemes, such as Nectar and Boots Advantage Card.
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Brand: Costa Coffee| Sector: Food and Beverages| Format: Customer Insight
Continue reading "How Costa used customer insight to achieve brand loyalty" »
Crate & Barrel used a Rich Media Ad Unit on mobile to create awareness and drive traffic to its mobile website. The US homewares retailer use AdMob’s rich media ad units with interactive interstitials, full screen expandable ads and banner ads Crate and Barrel created awareness resulting in more than 34,500 users on the website.
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Brand: Crate&Barrel|Media: Google Admob | Country: United States |Sector: Furniture| Agency: Ignited Agency | Format: rich media ad unit
Read the case study here
Continue reading "Crate & Barrel uses rich media mobile advertising to boost clicks" »
Engaging a high net-worth, tech-savvy adult male audience with a brand is a tough challenge, but Samsung made smart use of mobile advertising to build brand engagement, driving 198,000 users to a post-click experience.
The purpose of the campaign was to build awareness about the LED 3D TV and drive purchase intent. The campaign resulted in 113% increase in mobile ad awareness & 27% increase in both purchase consideration. Samsung used targeting, and multiple ad formats including interactive ads for iPhone and Android . It also sponsored the popular Sports Tap app, which reached their target audience on mobiles irrespective of the handset and technology they were using. The campaign got a CTR of 1.21% and 50,000 video views. The greater impact of the campaign was the positive inclination towards the brand, with 38% increase in agreement with the statement “Samsung is a leader in new technology”
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Brand: Samsung | Media: Google Admob | Sector: Telecommunications| Agency: MediaVest | Format: Interactive video ads, Expandable canvas ads, Banners and Text links
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TV channel G4 used mobile ads as a cost-effective way to get consumers to install their Android App. G4 used CPC text and banner ads on the AdMob mobile display network reached its target audience. The campaign drove over 3,800 installs and a 8.01% conversion rate for the campaign over all.
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Brand: G4|Media: Google Admob |Sector: Telecommunications | Format: Text & Banner ads
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Continue reading "TV channel G4 gets 3,800 app installs from mobile CPC banner campaign" »
Universal used AdMob’s Interactive Ad Unit on mobile to create buzz around the brand and encourage brand engagement.
With the use of AdMob’s auto-play interactive a units and text and banner ads Universal created a buzz resulting in 31% increase in the intent to view its upcoming movie ‘The Wolfman’. The campaign resulted in 69% increase in mobile ad awareness and a 31% increase in both release date association and intent to see the film.
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Brand: Universal |Media: Google Admob | Country: Spain |Sector: Entertainment| Agency: Ignited Agency | Format: Auto-Play Interactive Ad Unit
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Continue reading "Interactive mobile ad unit drives trailer views for Universal’s ‘The Wolfman’ " »
Twentieth Century Fox used interactive advertising to promote the Blu-Ray and DVD release of blockbuster film Avatar, resulting in a 35% higher than average dwell rate. The campaign used a homepage takeover and interactive video to showcase the video content and recreated the interface from the film.
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Brand: Avatar | Country: USA| Sector: Entertainment| Agency: Moxie (US), Vizeum (Int), Think Jam, Media Mind | Format: Screen Takeover
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Continue reading "Avatar page takeovers attract high engagement and dwell rates" »
Twentieth Century Fox created an interactive game and expandable banners to promote action horror film Predators, resulting in high dwell rates and brand advocacy. The campaign used expandable banner with interactive game with blood spatters and giving users opportunity to choose their weapons and engage with brand via the game. The gamification enabled users to experience the storyline of the film and also enabled to enter a global MPG. The average dwell time for the campaign was 35.7 seconds 80% above benchmark and the average dwell rate 8.27% nearly 10% higher than benchmark.
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Brand: Predators | Country: USA| Sector: Entertainment| Agency: Moxie (US), Vizeum (Int), Think Jam, Media Mind | Format: Interactive Game in expandable banner
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Continue reading "Case study: Predators game and expandable creates buzz and engagement" »
Universal made innovative use of YouTube’s homepage banners to promote its Despicable me movie, garnering high dwell and click through rates. The campaign took over the YouTube homepage in seven markets- UK, Germany, France, Spain, Italy, Netherlands & Australia. Universal got viewers to click on banners and also share on Facebook and Twitter, with a click rate of 0.44% which is higher than the average CTR for the entertainment vertical. The average Dwell time of users interacting with the campaign was 90.40 seconds, 1.6 times higher than benchmark & the average dwell rate 54.83%, 7 times higher than benchmark. The CTR was 11.89% which was 30 times more than benchmark.
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Brand: Universal |Media: MediaCom UK | Country: Spain, Nethrlands, Australia, UK, Germany, France, Italy |Sector: Entertainment | Agency: Feref Digital, Media Mind | Format: YouTube Takeover
Read the case study here: MediaMInd
Warner Brothers used a striking rich media campaign to drive awareness of the DVD released of blockbuster movie Inception, achieving much higher than average dwell rates and click through rates as a result. The campaign employed a user-initiated video within a banner on gaming website GameSpot, showcasing the movie’s special effects. Warner worked with CBS interactive and used Media Mind’s Glider takeover format. The ad begins with the homepage falling towards the user, revealing the world of Inception. The ‘fallen back’ homepage remains visible throughout the experience, so the user maintains a connection to the GameSpot site while exploring the ad. The Dwell rate for Glider Takeover was 21.87%, 268% improvement over the benchmark & CTR was 247% improvement over the benchmark
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Brand: Warner Home Video |Media: CBS Interactive | Country: US |Sector: Telecommunications | Agency: Media Mind | Format: Glider Takeover on GameSpot
View the case study here: MediaMind
Lacta Chocolate’s Facebook App made smart use of social media, boosting brand engagement and tripling their fanbase in the process. The app let users customise the Lacta chocolate wrapper with their loved ones names and compare them to the particular flavour before, uploading the results to their wall, reaching out to hundreds of people on their list. The campaign demonstrates how Lacta used an engaging and appropriate app to get their fans to become brand promoters. This was done using a simple consumer insight that people enjoyed comparing their loved ones with chocolate. The App lead to 135,000 users sent out 300,000 virtual Lacta Chocolate in first week. In two months the number of Fans increased from 87,000 to 250,000, almost 3 times. The campaign lead to an increase in the number of likes on Facebook approximately 396,000 likes.
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Brand: Lacta |Media: Facebook | Country: Greece |Sector: FMCG | Agency: OgilvyOne Athens | Format: Facebook Application
Link to YouTube Video: Lacta | Link to Facebook page
Heinz used a Facebook App to allow users to send friends personalised soup tins, with messages appearing below the iconic brand. The campaign allowed fans to choose their soup variety, personalise with the friend’s name and pay £1.99 to get the can delivered to their friend in days. This case study shows how with Facebook App, Heinz got fans to send out personalised soup cans friends in the cold and flu season. The campaign combined F-commerce and personalisation with seasonality to create positive brand image and increase engagement. The campaign also led to mentions on other social platforms such as Twitter.
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Brand: Heinz |Media: Facebook | Country: United Kingdom |Sector: FMCG | Agency: We are social | Format: Facebook App
Read the case Study here: We Are Social | Visit the Facebook page here Heinz
Reckitt Benckiser used a suite of eight online and mobile mini-games to raise brand awareness among students and graduates early in their career, as part of a recruitment drive. The games are available online and via iPhone and Android Apps. The games are promote the 8 ‘power brands’ of Reckitt Benckiser; Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish & French Mustard. The games were promoted via social media seeding strategy which targets relevant gaming portals, news groups and communities.
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Brand: Reckitt Benckiser |Media: Social feeds, Communities & Gaming portals| Sector: FMCG | Agency: TAMBA, The Workroom | Format: Online Games, iPhone & Android Apps
View a video of the campaign: Reckitt Benckiser | View the Facebook page | View the official website: CrazieRBrands | View Tamba's Case Study
Lego engaged customers with a ‘Life of George’ app, inviting consumers to combine real Lego bricks and an iPhone to take part in an augmented reality game. Using a free EyeCue-enabled iOS app, players are tasked with recreating ‘George's’ photographs using 144 included Lego bricks on a specialized "green screen-like" gaming mat. Once the model is complete, the user takes a photo with the iDevice to be scored based on building speed and accuracy to the original picture. The $30 kit promises 12 levels featuring 10 photos each, and varying difficulty levels. For added replay value, there's a two player game and a creation mode which lets users create playable models out of their own snapshots. In addition, a Facebook page, lets users chare scores and photos of their creations.
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Brand: Lego |Sector: Games | Format: Augmented RealityGaming App
View a video of the campaign: Lego | View the iTines store: Life of George | View the Facebook page: I am George
Spanish homewares retailer Leroy Merlin used a dynamic ‘carousel’ offers banner to improve brand engagement, driving sales and enjoying a huge dwell rate in the process. Working with MediaMind, Leroy Merlin displayed 62 offers to consumers depending on date and user response. The banner was updated via XML feed, making any modification possible in real time without needing to stop any live ads. The three week campaign used adverts on leading home and decorating sites, the banners showcased the special offers and included video and an option to download catalogue in pdf format. The Dwell time was 85.91 seconds which is 78% greater than the benchmark 48.02 sec. The pdf catalogue was downloaded 2,577 times. Using the carousel –style browsing 32,393 views of discounts of the day was recorded for 13,400 products.
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Brand: Leroy Merlin |Country: Spain |Sector: Retail| Agency: OMD, Media Mind | Format: Dynamic Banner, Digital Shop, Carousel Format
View the campaign: Leroy Merlin | Download the Case Study: Offers Carousel
This ‘battle of the tweets’ football campaign pitted Real Madrid and Barcelona fans against each other to promote Spanish mobile network Movistar. The firm worked with MediaMind to engage with the target audiences, achieving dwell rates 3 times higher than the national average. The campaign invited fans of Real Madrid or Barcelona to tweet for their team and demonstrate support via banners on ElMundo.es.
Using interactive rich media advertising on ElMundo.es, Movistar got readers to demonstrate their passion for soccer, with real time tweets appearing in the ad. More than 300,000 users viewed the campaign. The campaign used the homepage of ElMundo.es as a huge screen based on a new masthead format of 990x250 . The average Dwell time of users interacting with the campaign was 53 seconds and average dwell rate 17.27% nearly 3 times the Spanish benchmark of 6%.
“The most striking thing is that the rate of impressions with dwell time was almost three times the average for the Spanish telecommunications sector, confirming this new format of ElMundo.es as great brand placement” – Cesar Alonso, Head of Online Advertising at Movistar
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Brand: Movistar |Media: ElMundo.es | Country: Spain |Sector: Telecommunications | Agency: McCann, Arena Quantum, Media Mind | Format: Twitter Connect, FileGrab
View the campaign: Movistar | Download the Case Study: Battle of the Tweets
To promote the Smurfs film in Malaysia, Sony Pictures used interactive rich media ad formats to closely engage with the target audiences and generate high dwell rates. The campaign’s tone was fun and entertaining, to keep in line with the feel of the movie.
This case study shows how, with rich media advertising on MSN and MSN Messenger, Sony Pictures got viewers to engage with the brand on the website itself. Users spent and average of 146.36 sec on the banner and the average dwell rates of the campaign were 8.62%, which is above the benchmarks of Malaysia. The campaign was targeted toward the key audience of the movie- teens and young adults age 12-25 and parents with children age 5-12 years. The purpose of the campaign was to create viral buzz about the movie and drive ticket sales for the release of the movie.
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Brand: Sony Pictures| Media: MSN Malaysia, MSN Windows Live Messenger | | Country: Malaysia | Sector: Entertainment |Agency: Universal McCann MY, Monster Interactive MY |Format: Rich Media Interactive 3D ads
Download the Case Study: Sony Pictures
Getting mobile users to engage with a brand for a whole minute is a tough challenge, but Volvo put its mobile advertising to smart use to build brand engagement. This case study shows how Volvo used mobile and video ads to create buzz around the launch of its new sedan S60. A series of interactive video ads showcased a fast-paced 30-second video of the S60 and allowed users to browse additional images of the car and even visit the site, all without taking the user out of the video ad and the original content that they were browsing. According to its research partner InsightExpress, the campaign resulted in an 88% in purchase intent.
Brand: Volvo | Media: Google Admob | Country: North America | Sector: Automobile | Agency: Mobext | Format: Mobile display & interactive video Ads
Download the Case Study: Volvo
The city of San Diego made smart use of rich media and gaming techniques to drive user engagement, getting a 2.54% click-through-rate from potential customers in the process…
San Diego worked with MediaMInd to use a golf-based game to promote the city as a premier golf destination, reaching out to golf enthusiasts using a combination of demographic, behavioural and geographic targeting. The campaign featured an interactive golf buggy driving game ‘Tee Box Derby ‘ embedded in a banner. The rich-media game showcased the city’s three premier golf courses as levels in the game, driving engagement with the brand. The campaign paid-off, achieving a CTR of 2.54% within the first two weeks alone. The In-banner engagement averaged 90-163 seconds, on different publishers.
Brand: San Diego Convention & Visitors Bureau | Media: Interactive Game & banner ads | Country: USA | Sector: Travel & Tourism | Agency: MeringCarson, Illusion Factory & Media Mind | Format: Rich Media Interactive game | Objective: Promote San Diego as Premier resort & golf destination
Download the case study: www.sandiego.org/teebox
Hawaiian fusion fine dining restaurant Roy’s used a mobile ad campaign to maximise ROI. With the use of hyperlocal feature & click to call functionality on Google they targeted on the go customers searching for restaurants. This drove 40% increase in calls, and 539% higher clicks on the campaign as compared previous desktop campaigns. The purpose of the campaign was to increase call volumes and reservations.
Download the case study: Roy's Restaurants - Google Admob | Roy's Restaurants | Google Admob
Oracle are the world's largest producers of enterprise software. In the Autumn of 2008 they launched a banner advertisment campaign with a view to targetting small to mid-sized companies in South-East Asia. The objective was to encourage downloads of eBooks and Whitepapers and, consequently, convert these downloads into sales leads. Through creation of a special landing page and placement of banners on BBC.com and BBC Video on Demand, the campaign generated a significant spike in interest for the company.
Download the case study: BBC.com - Oracle | BBC | Oracle
McNeil Nutritionals, a Johnson & Johnson company, was looking for the most effective way to test market Splenda Mist, a spray form of Splenda No Calorie Sweetener. In order to drive awareness among the target consumer (women 25+), facilitate sampling of and solicit feedback on the product, the Splenda Brand turned to Facebook. Splenda utilized Facebook advertising, marketing, and developer platforms to create the first-ever product launch and sampling campaign on Facebook. The resultant launch on Facebook exceeded all Brand expectations, demonstrating the power of Facebook as a highly effective tool for driving consumer engagement and feedback.
Download the case study: Splenda - Facebook | Facebook | Splenda
Sephora turned to Facebook to increase brand awareness and strengthen their position as a leader in the natural and organic makeup category. The solution Facebook provided was through its Virtual Gift Engagement ad, which was a branded reusable shopping tote for users to give to their friends along with a message. Those who sent the virtual gift were awarded a promotional code they could redeem, with any Sephora.com purchase, for a real, limited edition tote bag. During the campaign, Sephora gained 10,274 new fans and orders and traffic to Sephora.com more than doubled.
Download the case study: Sephora - Facebook | Facebook | Sephora
Universal Studios turned to Facebook to promote the nationwide theatrical release of Bruno. By utilizing a one-day reach block to maximize reach, Bruno was able to drive significant engagement and incremental distribution in the form of organic stories inherent to the platform. They also successfully leveraged a variety of engagement ads and tools such
as Events and Pages to drive incremental awareness, engagement and distribution culminating in a “fan” base of over 700,000 users prior to the release of the film.
Download the case study: Universal Studios - Facebook | Facebook | Universal Studios
Wendy’s wanted to increase awareness and drive excitement around the launch of their new ‘Flavour Dipped Chicken Sandwich’ in October 2008. The solution was provided by Facebook in the form of an engagement ad: the virtual gift. This allowed users to send a virtual ‘Flavour Dipped’ sandwich with a personal message underneath. The result was a boost in awareness for the brand with over 191,000 gifts given in the first week; as well as buzz creation, with discussions about ‘Wendy’s’ rising 60% while the gift was available.
Download the case study: Wendy's - Facebook | Facebook | Wendy's
Lionsgate wanted to drive awareness and intent to the film Saw V by advertising on Facebook. The solution Facebook provided was to build a fan page, create an event for the opening weekend of the film, and allowed users to become a ‘fan’ of the film. Finally they created a virtual ‘Jigsaw’ gift that lived on the recipient's wall and spread through news feeds. The results were clear, with 43,000 Facebook users becoming ‘fans’ of the film and the phrase “Saw V” on Facebook walls increased over 18 times during the campaign
Download the case study: Lionsgate - Facebook | Facebook | Lionsgate
Net Support, a software development company from Peterborough, UK, needed efficient and cost-effective marketing to expand into new markets in North America, Asia and the Middle East.. To achieve this goal they began by targeting relevant inventory in international markets on the Google content network. It developed this strategy by launching rich media advertising created by Google Display Ad Builder. As a result they achieved 15-25% conversion rates on the Google content network, 1.5 million+ impressions per day on the content network and saved design costs on creating individual image ads.
Download the case study: NetSupport - Google AdWords | Google AdWords | NetSupport
Cumbria Automobiles (www.MotorParks.co.uk) in the UK needed a marketing tool to drive their expansion in tough economic conditions. To achieve these goals the company invested in Google AdWords to promote new dealerships and utilised the the reporting on Google Analytics. As a result, MotorParks.co.uk quadrupled its market share and helped fuel exponential growth of new dealerships.
Download the case study: Cambria Automobiles - Google AdWords | Google AdWords | Cambria Automobiles
Golden Pages, a household directory name in Ireland for over 40 years, was in need of efficient tools to help manage their directory of products and services as well as client accounts. To resolve this problem, the company began using the new Google AdWords interface. The effect of the implentation of AdWords meant greater convenience and time saved, with improved navigability and interactive graphs.
Download the case study: Golden Pages - Google AdWords | Google AdWords | Golden Pages
Ambergreen, a digital marekting agency based in Edinburgh, UK, needed more efficient management of AdWords accounts. To address this problem they began exploring the new tools and functionalities of the new Google AdWords interface. The result was clear as significant time savings were made along with improved account management effectiveness for Ambergreen's range of blue chip clients.
Download the case study: Ambergreen - Google AdWords | Google AdWords | Ambergreen
1upsearch, a digital marketing agency based in Bedford, UK, needed a powerful website analysis tool to help drive ROI for their customers. To achieve this goal they set up Google Website Optimiser experiments. This allowed them to run tests on websites of different shapes and sizes, with Website Optimiser consistently providing the insight to make the website better. Following the experiments 1upsearch implemented the winning site variations. The result has been clear, as the agency achieved a 20% improvement in conversions for one their largest clients.
Download the case study: 1upSearch - Google Website Optimisation | Google Website Optimiser | 1upSearch
Our case study partners at MSN have kindly provided Digital Training Academy access to their compendium of case studies for 2010. You can view the examples by clicking on the link below.
Download the MSN case study compendium"
Microsoft Advertising’s behavioural targeting technology ensured a high performance launch for Vauxhall’s new Insignia, steering ads directly to those actively engaged in researching auto purchases.
Download the MSN case studies compendium
Supporting its integrated ‘Predator vs F50’ campaign through a Windows Live Messenger game proved a winning formula for adidas, with the online platform a key player in driving consumer interaction – and registrations for the campaign’s star-studded ‘Predator vs F50’ contest.
Download the MSN case studies compendium
In-game advertising on the Massive network provided the genuine buzz needed to establish FCUK as a leading fashion brand for young men. Previously used as a campaign slogan by clothing brand French Connection, the big rises in awareness and word-of-mouth recommendation delivered by the campaign helped to establish FCUK as a brand in its own right.
Download the MSN case studies compendium
An innovative, personalisable avatar brought the benefits of financial independence to life for banking and insurance company Gjensidige. Deployed to engage young adults, the avatar swung into action through expanding banner ads, tying up new levels of engagement for a target audience that is highly resistant to the insurance category.
Download the MSN case studies compendium
When Malaysia’s oldest banking institution wanted to engage a tech-savvy youth audience, it was time to call in Agent M, Asia’s first Windows Live Messenger financial ‘bot. His mission: to position Maybank as a youthful and progressive bank, solve banking problems instantly, and create new levels of engagement with young consumers.
Download the MSN case studies compendium
Mobile advertising provided French insurance company MMA with a highly personal platform for warning young French adults of the dangers of drink driving. An innovative range of mobile content, including virtual breath tests and designated driver generators, drove a 2 per cent clickthrough rate, and a ten-fold increase in traffic on MMA’s road safety mobile site.
Download the MSN case studies compendium
An anarchic Messenger agent, dedicated to showing up the shortcomings of traditional emoticons, sparked a rapid-growing revolution in the way Greek users chat online. “Face” did more than boost interest in the LifeCams and LifeChats range of webcams and headsets. Short-tempered and frequently hilarious, he was soon a star of the most popular Greek blogs with his own Facebook following.
Download the MSN case studies compendium
The chance to design their own emoticon kept tweens clicking on the cookie brand’s Windows Live Messenger tab, with over 306 million hits helping to drive a 35 per cent increase in sales.
Download the MSN case studies compendium
A spectacular two-stage campaign across a range of Microsoft Advertising channels turned Coca-Cola’s popular ‘Happiness Factory’ ad into an online cinema event with a nation-wide community following and spectacular engagement levels. With over 13 million ad impressions, double-digit click-through rates and 600,000 downloads, there was a lot of happiness to go around.
Download the MSN case studies compendium
Making strides into the online space enabled Johnnie Walker to reach an astonishing one fifth of Taiwanese 25-34-year-olds, engaging a new generation of tech-savvy, sociable drinkers and proving the value of interactive media in any liquor marketing blend.
Download the MSN case studies compendium
Groundbreaking econometric modelling from Brand Science has established online advertising’s impact on McDonald’s offline sales and helped to boost Return on Investment (ROI) by optimising media choices. Following hugely successful campaigns in Denmark and Sweden, McDonald’s extended the strategy to Finland – with spectacular results.
Download the MSN case studies compendium
Deployed to boost brand metrics and key perceptions for secret agent movie Get Smart, web and mobile advertising proved that arming a campaign with multiple platforms dramatically increases brand impact. Viewing intent rose by a spectacular 49.9 percentage points amongst those exposed to the online campaign who also recalled seeing Get Smart ads on their phones.
Download the MSN case studies compendium
Driving additional traffic to four emerging channels on the popular Sympatico/ MSN portal required an ad network with great reach and powerful targeting. The attention-grabbing Open Your Eyes display ad campaign delivered the impact
to engage audiences. However, it was the contribution of the Microsoft Media Network, delivering reach and targeting to maximise a limited budget, which proved most eye opening.
Download the MSN case studies compendium
Tantalising potential visitors with a whirlwind tour of the city’s hottest dating spots proved an irresistible online strategy for Hong Kong, doubling the target number of visitors to the Hong Kong Tourism Board’s promotional webpage, and seducing Japanese tourists in dramatically increased numbers.
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Encouraging MSN users to browse flights and check availability through an innovative ‘mouse-over’ ad format gave All Nippon Airways (ANA) lift off in conversions.
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Digital media turned in a star-making performance for the launch of 20th Century Fox’s The Day The Earth Stood Still, as a groundbreaking study showcased its huge potential for film marketing.
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An innovative online radio station, integrated into the Windows Live
Messenger platform, soon had a new generation of Thai listeners moving to Warner Music’s beat.
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A funky online video campaign for Mars got 16-34-year-old Belgians moving to the brand’s beat, and sent brand recognition scores dancing past industry benchmarks.
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Inviting Spanish rock fans to jam online through MSN Video ensured a big audience reaction when Motorola’s new EM325 handset took to the stage. With ads on Windows Live Messenger alone delivering 39,500 click-throughs in 3 hours, a sell-out crowd was guaranteed.
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Positioning its “strong and resilient” skincare message alongside a series of highaction, male-interest games drove home Vaseline’s message that taking care of your skin isn’t just for women.
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A bold campaign from H&M in co-operation with Costume magazine and MSN was created to engage fashion bloggers in Norway. The brand’s fashion blogging contest drew a fantastic response rate, with 700 bloggers taking part from across the country, and acted as the centrepiece of a successful integrated campaign.
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The Toyota Prius, the world’s first mass-produced hybrid vehicle, went on sale in 1997 as an environmentally friendly car. However, many consumers were put off by the new look of the vehicle. A light-hearted driving adventure, with users riding alongside through online video travelogues and Windows Live Messenger, persuaded consumers to spend more time with the Toyota Prius.
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Fuelling its launch of the Mazda2 through a mix of TV and online advertising delivered roaring results for Mazda. Exposure to the online ads increased awareness of the Mazda2 by 7 percentage points, with test drive applications increasing by 193 per cent during the campaign.
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A bold, content-driven campaign, in which young women auditioned to present Fashion TV online drove Ford’s image makeover and helped to position the Fiesta as Denmark’s next top auto model.
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Emirates utilised the BBC Worldwide mobile site to launch their advertising campaign.
High stand-out on the screen benefited the brand. As well as the weighting of the advertising content, the prestige of the BBC environment and the associated BBC brand halo effect. Emirates are also reaping the benefits of being seen as early adopters of the mobile channel.
Emirates was one the BBC's global launch partners advertising on BBC Mobile first started. This campaign not only hugely raised Emirates' awareness, but also drove a high volume of usage to Emirates' own mobile site. Key performance indicators included the uplift in mobile check-in use and the awareness of mobile check-in services.
Qatar Airways developed a rich media expandable unit to be placed on the BBC Worldwide website. This unit allowed for extended video, promotions of fares and useful tools like currency converter and weather info.
The result was a great benefit to the brand. As well as the audience reach and the BBC brand halo effect, it let users interact with the brand without leaving the BBC.com environment.
Worth harnessed the burgeoning power of social media to improve the UK public’s support and awareness for Armed Forces Day and encourage a celebration of the forces, veterans and wider forces family, to honour the work they do. Worth's use of digital to create highly engaging content and development of spaces where communities could grow and flourish has allowed them to mature into meaningful places of support and an overall increase in positive participation.
Post campaign research has shown www.armedforcesday.org.uk had over 180,200 website visits between 1st April and 7th of July 2009. There was an unprecedented growth in the Facebook fans from 4,000 in late May to just over 100,000 by 26th June, with a joining rate of more than 3 people per second up to the 100,000th membership. The membership rate continues to grow, soon to reach its 200,000th member. Nearly 13,000 people signed up to the AFD mailing list – with over 9,000 receiving free window stickers to spread the campaign message further and over 6,000 leaving a message of support. Further, 6,295 photos were uploaded into the Flickr photo gallery by fans from 2009 events.
Worth Armed Forces Day on Twitter Armed Forces Day on Facebook
Continue reading "Case Study: Armed Forces Day | Agency: Worth | Country: UK | Sector: Events | Objectives: Brand awareness, buzz | Format : Social media " »
Macmillan Cancer Support is a national cancer charity which provides practical, medical, emotional and financial support to people whose lives are affected by cancer. It also campaigns for better cancer care. The challenge they faced was that there was increasing traffic to their website and it was critical that users could find the information they needed quickly and easily. Webcredible suggested a new homepage displaying information on different cancer types, a redesigned contact us page, new information architecture for the online shop and brand centre, and a restructure of content within the site to better suit user needs.
The Macmillan Cancer Support website has seen a substantial increase in traffic to important areas for site users which had previously been difficult to locate. For example, there has been more than a 200% increase in people finding information on financial advice.
The user-centred design programme allowed Macmillan to get to know its target audiences and what information was of most interest to them.
www.webcredible.co.uk www.macmillan.org.uk
Continue reading "Case Study: MacMillan | Agency: Webcredible | Country: UK | Sector: Charities | Objectives: Optimisation, traffic-driving, direct-response | Format : Website " »
Plumbworld is the UK's largest independent online retailer of bathroom, plumbing and heating products, with annual sales approaching £12 million. Plumbworld was in the process of applying some updates to its website but was ultimately looking for a total redesign of the site. Webcredible carried out a comprehensive user-centered design project to ensure a redesigned site that was focused around the needs of the user.
This research and design process ensured that the redesigned site was fully focused around maximising online sales and conversions, optimised for search engines due to the highly efficient HTML structure and ordering, conformed to the highest accessibility standards, above and beyond AA-compliance and was print-friendly with quick loading times.
www.webcredible.co.uk www.plumbworld.co.uk
Continue reading "Case Study: Plumbworld | Agency: Webcredible | Country: UK | Sector: Retail - Online | Objectives: Purchase intent, optimisation, sales, increasing conversion | Format : Website " »
uSwitch.com is a free, impartial online and phone based comparison and switching service that helps customers compare prices on a range of services including gas, electricity, home phone, broadband providers and personal finance products. Webcredible were commissioned to work on ensuring the best possible user experience for the new site developments.
Webcredible carried out a comprehensive information architecture and interaction design project to help ensure that the site developments were focused around the needs of the user. This involved an online survey to establish user groups and goals, in-depth interviews to validate the findings from the survey, persona creation to form the basis for future strategy and wireframe creation to show how key pages should be laid out so users can find what they're looking for quickly and simply
www.webcredible.co.uk www.uswitch.com
Continue reading "Case Study: uSwitch.com | Agency: Webcredible | Country: UK | Sector: Directory | Objectives: Optimisation, increasing conversion, brand repositioning | Format : Website " »
European cancer research is of a very high quality but is fragmented, un-coordinated and slow in translating benefits to patients. If state of the art treatment was available to all cancer patients, the World Health Organisation has estimated that over 20,000 lives would be saved annually. Targeted at oncology professionals, ecancermedicalscience actively encourages the communities of sub-specialised scientists and cancer carers to exchange ideas and research, speeding up the time it takes from discovery, to patient benefit. The peer-reviewed, online journal hired Brandcast Media to revamp its site. The site now includes social media with blogs, forums and a Twitter feed, as well as podcasts and an ecancer.tv video section.
www.ecancermediascience.com
Creative Lynx were commissioned by Janssen-Cilag to create a pilot eDetail Aid for their ADHD treatment Concerta XL. The Concerta XL eDetail was developed as the centrepiece of the brand revitalisation campaign carried out by Creative Lynx.The market was becoming increasingly competitive and Janssen-Cilag needed something to give their sales force an edge over the competition. The eDetail aid delivers a unique user experience, whilst engaging interactive exercises provide audience profiling and segmentation. Complex medical data is delivered in a clear format whilst rich media content of videos, algorithms and animations encourage interaction and aid message retention. This valuable clinician insight allows the distribution of targeted promotional direct mails and ensures that follow-up presentations address specific barriers to prescribing. The rep feedback for the Concerta XL eDetail was extremely positive and the results were excellent, with a 20% increase in prescribing patterns and a significant boost to year on year sale figures. Such was the success that the project was extended to develop e-Detail aids across a range of Janssen-Cilag brands. Creative Lynx has progressed to become the lead creative agency for Concerta XL in the UK.
www.creativelynx.co.uk
About 6,000 people are affected with haemophilia in the UK. A preventative treatment (known as prophylaxis) allows those affected to lead virtually normal lives, with sport and exercise playing a vital role lessening the risk of bleeds. Bayer HealthCare hired Oi Media and Langland to create FactorFitness, a website giving haemophiliacs tips on how to get the most out of sport, while educating others on special requirements needed, such as the dedicated ‘Teachers Zone’. By far the most popular area of the site, the ‘Ask and expert’ feature lets people submit questions to resident physio and occupational therapists- providing a valuable resource. The site has a number of interactive features such as games and user generated photo galleries, while patients on Bayer get access to a special members area.
www.factorfitness.co.uk
This e-tutorial is helping to educate nurses at a time when NICE guidelines require more nurses to deliver eczema care. Developed for Schering-Plough in association with a panel of specialist dermatology nurses, eczpert.co.uk makes learning easy, accessible and fun. It puts the busy nurse in control of their own education, and allows them to dip in and out of the programme and learn at their own pace. Each of the twelve tutorials contain reflective practice exercises, downloadable workbooks, certificates and practical tools and is accredited by the Royal College of Nurses - that's 12 hours of CPD. This campaign is bang on trend. With recent NICE guidelines aiming to improve eczema management across England, and an increasing number of nurses having to deliver holistic care and patient education with little or no training, eczpert.co.uk is helping to bridge the gap.
www.eczpert.co.uk
Creating engagement and relevancy is tough for a chocolate bar. Lacta’s approach was to create the type of video content their target consumers might want to watch and play around with during a coffee break at work. It’s a video love story with genuine interaction. The linear video kicks off (probably after a link is forwarded to you by a friend). You then decide during the video which route the characters follow next. It’s a classic guy meets girl story, and creators OgilvyOne have managed to create an interesting interaction that lets you play with the characters and the situation. For us what made this work as a marketing tactic was a combination of how the story unfolded, the high quality production values and the tone of voice which was spot on for their Greek target audience. There’s around 20 segments to the video and the simple embedding of choices inside the streaming video is both compelling and seamless. Fortunately the two year journey only takes a few minutes to watch through, but it’s one of the neatest examples of non-linear storytelling we’ve seen in video based branded content. The product placement is clear but appropriate and by using the product to help tell the story it fits with the brand and creates some genuine interest from consumers. Our Digital Training Academy team in London certainly went off looking for Lacta bars straight afterwards! These guys scooped the Branded Content category at the MIXX Awards.
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Continue reading "Case Study: Lacta’s video love story | Agency: OgilvyOne (Athens) | Country: Greece | Sector: FMCG | Objectives: Buzz, engagement, purchase intent | Format: Video, viral, branded content" »
For its tenth birthday, web hosting company Moonfruit, gave away a Macbook Pro laptop every day for ten days. To win one, users had to tweet using the hashtag #moonfruit. The result? A 350% increase in product trials, a 600% increase in traffic… and Twitter forcibly removing it from the top trending topics.
The hashtag #moonfruit topped Twitter's trending lists for three days, accounting for 2.5% of all tweets at its peak. People drew pictures, made videos and sang songs about the brand in a bid to win the laptops. The secret to the success of the campaign, spearheaded by founder Wendy Tan-White, was engagement.
"The biggest surprise was the brand affinity and awareness it created. The name of the company helped a lot, because people asked what it meant. They really picked up on the message we wanted to get across. They made the brand their own and we couldn't have done that without Twitter. It creates a relationship," Tan-White said.
Moonfruit Twitter
Continue reading "Case Study: Moonfruit’s Twitter contest | Sector: Online Media | Objective: Buzz, trend creation | Format: Social media" »
There’s an interesting technique for engagement here. The square advert on the right hand side opens up and gives the viewer a pen. A brand character then runs along the line that’s automatically drawn. It’s an engaging way of drawing the viewer in and delivering a clear payback. The ‘Impossible is nothing’ message resonates and has more compulsion given that the viewer is bound to be sitting at a PC screen.
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VW capture the moment by aligning their brands with the Twitter messaging tool. Using Twitter in the advert creates interest and helps VW stand out from other motor manufacturers. By typing in your Twitter name it then looks for your tweets and claims to be finding the right car for you based on your content. Behind the scenes it seems to pull language from your Twitter feed and display this within the advert. It’s a neat way of dipping into Twitter, but the real benefit here is threefold: engagement with the customer, creating the spark of talkability about the brand, and VW’s alignment with the funky microblogging platform tech trendsetters have gravitated towards.
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A neat way of bringing mapping and personalisation into an advertising space. David Carr, Head of Interactive at Chemistry UK Says:
"Emirates is the only long haul airline to fly from 6 UK airports. Despite this, most people still associate mid and long haul flights for business or pleasure with Heathrow or Gatwick. Miles Better used geographic and behavioural targeting coupled with in-advertising mapping to encourage people to fly from their local airport. It demonstrated the ease of getting there by plotting a route and showed how quick the trip would be. The campaign was part of the 6 UK Airports strategy that combined brand led comms, direct response offers, and even brand utility applications to increase passenger numbers for Emirates flights at Newcastle, Birmingham, Glasgow and Manchester."
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For the launch of the new Tomb Raider game, this high impact take-over on a key website delivers both audience reach (within the right target) and detailed brand message. This is a great example of a take-over because the media owner has worked hard to give the brand a great deal of value. The integration with the content might seem shocking, but for the IGN gaming website it’s a perfect match for their target viewers.
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A good example of creativity within the advertising space. This simple advert for a Zoo in San Diego achieves interaction and creates a short entertainment experience. The player can create a mythical animal but connecting different parts of a zoo animal’s body together. The send-to-a-friend feature is a real neat way to let kids share the content, and the payback of saying that whatever the animal, you’ll find it at the zoo clearly fits with the attraction’s position in the market. The forwarding tool is a simple example of how to tap into social networks and the interaction a good way to make otherwise flat advertising something people want to engage with.
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A neat use of video story-telling. The Nivea-for-men brand plays on the wider marketing proposition of personal grooming products for young male audiences and gives the viewer an option of a couple of different videos. The storyline of the actor when he has the women’s product is to transfer him to a shoe shop where he is amusingly out of place, while the right (male) lotion clearly does the trick and has his girlfriend march straight into the storyline. A simple way to build engagement and interactive humour into otherwise static, linear advertising.
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This example of data capture inside an advertising space is a good way of showing how brands can build lists and email addresses of prospects without needing them to visit the website. In this particular example, the confectionery brand Snickers uses mobile marketing as a way of sending messages between friends that are from their brand spokesperson – Mr T. The messaging is customised by name and gives the person who triggers the message a range of options. A neat way of reaching into social networks and getting people with mobiles to forward the brand message to their friends.
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These kids became iconic through television and online advertising. They’re instantly recognisable and their leaping eyebrows swept through the web as fast as people could forward to their friends. It’s a good example of integration between media channels because the images and music were identical across both. The images are high impact on screen and they work well on the web because of the lack of clutter within the advertising space. It becomes one of the dominant elements on the page and because of this achieves both impact, brand recognition and message association. For fast moving consumer packaged goods brands like Cadbury’s, they’re not trying to sell off the page, their goal is to build brand image, discussion and front of mind awareness. That’s exactly what this creative achieves so brilliantly – even without a click-through to their website.
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Achieving dwell time in media is a massive challenge. The click happy generation rarely spend seconds with commercial messages and have become adept at filtering out what doesn’t interest them. However this campaign from L’Oréal achieved 2-3 minutes of dwell time, here’s why…
Derma Genesis was a new product line from L’Oréal designed to revitalize and illuminate the skin. To promote brand awareness they launched a campaign in the Malaysian market to promote the range of products. L’Oréal has a reputation for forward thinking, and this was further proven by their first foray into online advertising. Rather than “testing the waters” with a minimum buy campaign, L’Oréal decided to pull out all the stops with Derma Genesis and launched a heavyweight campaign with free samples, a video contest, interactive product information and a really integrated campaign. For consumer packaged goods firms there’s a real challenge in building both awareness and encouraging trial, but the brand achieved this with the bespoke ‘MSN Homepage skinner’ advertising format. The presence of the brand clearly caught the attention of users on the MSN Homepage and also reached Windows Live Hotmail visitors. L’Oréal spokesmodel Penelope Cruz prominently featured on the home page.
Download the case study: L’Oréal Derma Genesis | View campaign creative
Using the idea of reality TV shows and voting for eviction, this campaign is about the idea of evicting one of the varieties of sweets. It’s a neat way of riding a current social trend with creating simple interaction within an advertising format. For fast moving consumer packaged goods brands like Revel’s, they’re not trying to sell off the page, their goal is to build brand image, discussion and front of mind awareness. That’s exactly what this creative achieves – even without deep interaction on the website.
Download the case study: Revels | View campaign creative
The goals for Pepsi were to bring awareness to their updated brand and logo, re-establish Pepsi’s position as a youthful challenger brand and tap into the iconic “change” social/political movement of the Obama election. They also wanted to foster brand community through 2-way communication with customers and chose the web and a social marketing model as the way to achieve this. Their ‘Refresh Everything’ message was a natural fit with Obama’s drive for change in politics and social values, and the campaign harnessed video content, social media and digital marketing in innovative ways to reach the millennial generation. The model centered around an open letter to Barack Obama and saw consumers recording their webcam messages directly from a video banner. This got them not only interacting with the banner, but actually creating content and pushing it back to the brand.
Download the case study: Pepsi Dear Mr President | View campaign creative
This expandable banner was both a game and achieved data capture for the Mars brand. Targeted at 18-34 year olds and running on high impact spaces such across the MSN portal, Hotmail and MSN Messenger, it’s a good example of how heavyweight partnerships with a single media owner can build massive campaign reach and achieve the type of audiences that traditionally only television could deliver.
Download the case study: Mars Planets | View campaign email banner creative | View campaign website banner creative | View campaign messanger banner creative
Kellogg's wanted to lift their marketing message into the lifestyle space and align themselves deeply with the values and experiences of their target consumers. They stepped above simple advertising campaigns to create a fitness platform they could own and a marketing initiative that would be integrated across many channels
Download the case study: Kellogg's Special K Map My Fitness
Tourism New Zealand (TNZ) is the international marketing agency responsible for marketing the country as a holiday/travel destination to audiences outside New Zealand. An intergrated online campaign was undertaken in 2007
Download the case study: Tourism New Zealand
A challenge Levi's have is that they compete not only intensively in store for market share amoung their target consumers, but also for the time and attention their consumers have when they are exposed to media. The brand needed to find a way to engage that would achieve cut through.
Download the case study: Levis Jeans Jump | Watch the video
Continue reading "Case study: Levis Jeans Jump | Sector: Fashion | Objectives: Brand awareness, brand positioning, cut-through, buzz | Format: Online media, monitoring and evaluation, strategic marketing models" »
Coca-Cola needed to find a way of levering a celebrity endorsement to gain cut-through in a tough market. The brand was looking for a technique of messaging that would gain real attention, connecting to the right people and in the right way. The peer referral power of viral marketing offers this promise, but in most cases proves elusive for fast moving consumer goods firms. However, this short video starring English football star Wayne Rooney - proved compelling enough for millions of people to want to send this on. It’s the kind of connection all viral marketing sets out to make but rarely delivers.
Download the case study: Coke Wayne Rooney | Watch the video
Continue reading "Case study: Coke Wayne Rooney | Sector: FMCG | Objectives: Brand positioning, cut-through, buzz | Format: Online media, viral marketing, social media" »
In the crowded drinks sector Carling wanted to find a strategic way to achieve cut-through. They developed an award-winning strategy of sponsorship that was amplified on the web through sophisticated search engine marketing that gave the campaign a permanent place online. Carling realised that just as brands compete for a share of sales, they also compete for audience attention online so an alternative to simple advertising was needed.
Download the case study: Carling Live
This was the pioneering landmark study into optimising the media mix and the level of weight internet banners should be given. The award-winning research formed a roadmap for media-neutral planning and quantified how each marketing channel influences the consumer. It revealed how some channels are used to saturation point; while others are barely explored. Minor reductions in frequency or reach of campaigns in one media free up budgets that work harder online: same budget, better results.
Download the case study: Dove Nutrium
The Nokia N95 broke new ground in smartphone technology. To create advocates for the new device, Nokia turned to Microsoft to reach techsavvy target groups. Cross-media research was conducted by MetrixLab to measure how the different combinations of media affected brand metrics such as awareness, recall, imagery, message association, and purchase intent. Around 3,400 people took part in the research.
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For mobile operators, business and enterprise users are vital customers. But they are difficult to reach—particularly the decision makers. When KDD I brand Business au! launched the E03CA mobile phone, a rugged, secure handset that meets the needs of a business lifestyle, it had to find a way to get the message to the people that mattered—high-level executives. Microsoft Advertising had the answer.
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Thailand-based telecommunications company Advanced Info Service PLC (AIS) is a market leader. With traditional ad channels having less impact among tech-savvy professionals, it was time for a new approach. AIS believed that many tech-savvy Thais went online for the best deals on new mobiles. So the company wanted to try online for its latest phone and airtime package. The problem was finding a media owner with high reach who could deliver measurable results.
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Adapting creative to the in-game environment propelled Canon to impressive recall amongst opinion formers and helped to establish the brand as leader of the camcorder pack.