Digital marketing industry case study library

Industry case studies for Digital Training Academy courses

Our training is fuelled by best practice from brands that have achieved excellence in digital marketing, digital strategy and digital media. Agencies from any country can submit case studies for the Digital Training Academy to consider.

On this page you'll find a few of the digital marketing case studies we've recently accepted and we hope you enjoy learning from them. Each represents an aspect of best practice we've found useful when teaching digital marketing, and if you're joining us for a Digital Training Academy, then ask about case studies in your sector.



Submit your digital marketing case studies

Digital Case StudiesYou 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 youd like us to withdraw a case study at any point, then we can do this within two weeks.

Browse 1,000 case studies by marketing topic, company name or digital platform

Case StudiesHere are the most popular topics that people are currently reading: advertising; apps; automotive; brand awareness; brand positioning; clothing; content; design; digital marketing; ecommerce; engagement; Facebook; FMCG food and drink; gaming; Google; healthcare and pharmaceutical; marketing; mobile marketing; MSN; purchase intent; retail; search; social media and social networking; sport; travel; Twitter; UK; USA; video; viral; YouTube

Click here to browse our entire library of case studies by topic.

Genius or balls? Airbnb rebrand sparks web ridicule »

Airbnb has undergone a rebrand as the accommodation sharing website looks to target more markets, but the new logo has attracted widespread mockery on the web for its similarities to certain parts of the human anatomy.

The company released a video about the meaning of the Bélo symbol (which appears to the left of "airbnb" in the logo):

Continue reading "Genius or balls? Airbnb rebrand sparks web ridicule" »

Uber taxi firm use digital PR to fuel market development »

Transport marketing case study - Digital PR techniques are powerful for the online amplification of offline events, and taxi firm Uber’s ice cream stunt is a great example of how to use digital channels to get people talking about a service.

Continue reading "Uber taxi firm use digital PR to fuel market development" »

Tumblr case study: Coca Cola ‘happiness’ blog gets 20,000 interactions in 6 hours »

Brands can’t ignore Tumblr as a platform, and Coca-Cola was no exception. Back in 2012, Coca-Cola launched a Tumblr blog to share happy content with teen bloggers- with a single post getting 20,000 likes and reblogs within just six hours.

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Heineken ditches branding for ‘credible’ social media campaign »

Heineken has created a new social tool on Twitter as the next phase of its global ‘Cities of The World’ campaign, which has seen the beer and cider brewer omit its own brand name to provide ‘more credibility’.

Watch this recent promo video for Heineken's cites campaign here:

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Tumblr case study: Samsung Tumblr blog pushes Galaxy camera content to other social networks »

Samsung wanted to create a destination that could show off its GALAXY Camera and generate buzz among photographers and tech fans on four major social networks. This case study looks at how the electronics giant used Tumblr’s API as a central hub to push images to Twitter, Facebook, and Pinterest, getting a 70% increase in earned impressions.

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Continue reading "Tumblr case study: Samsung Tumblr blog pushes Galaxy camera content to other social networks " »

Instagram case study: Ben and Jerry’s Anchorman ice cream gets social boost »

Over an eight-day period in November, Ben and Jerry’s posted four sponsored images on Instagram featuring its ice cream in a carton, in a cone and even as a vision in the clouds. Ads were targeted to users age 18–35 in the U.S. This case study looks at how the Unilever brand become once of first advertisers on Instagrams new ad platform, boosting its brand awareness 17% in the process.

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Continue reading "Instagram case study: Ben and Jerry’s Anchorman ice cream gets social boost" »

World Cup marketing trends: Brands react to Germany thrashing Brazil »

Germany’s spectacular 7-1 semi final victory over Brazil at the 2014 World Cup broke many records, including some on social media- with many brands joining the conversation. The game attracted a staggering 35.6 million Tweets on the night, becoming the 'most-discussed' single game ever on Twitter as brands flocked to the social network with their own take on the shock defeat for the host nation. The World Cup has become the latest showcase event for Twitter's second-screen ambitions, complete with a promoted section within the company's mobile apps when matches are playing.

This YouTube ad for a German Radio station summed up the night:

Continue reading "World Cup marketing trends: Brands react to Germany thrashing Brazil " »

YouTube case study: Tampon ad throws most awkward party ever (and gets 25 million views) »

Who knew a party to celebrate a girl’s first period could be so much fun? This taboo-breaking ad from tampon subscription service HelloFlo has taken the web by storm. In just over three weeks since launch, “First Moon Party” has garnered more than 25 million views. The spot’s also been widely shared on social media, receiving more than 200,000 Facebook interactions and 6000 Tweets.


Continue reading "YouTube case study: Tampon ad throws most awkward party ever (and gets 25 million views)" »

Instagram case study: Levi’s gets 24% brand recall with frequency capping »

Due to its popularity with the younger generation, Levi's turned to Instagram to boost its appeal. This case study shows how the jeans brand reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34.

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Twitter fail: KLM apologises for offensive Mexico World Cup tweet »

Dutch airline KLM was forced to apologise for joke tweet following Netherlands' victory over Mexico at the 2014 World Cup. This case study looks at the perils of tweeting before you think, especially when caught up in the euphoria of sporting victory over large segment of your customer base.

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Continue reading "Twitter fail: KLM apologises for offensive Mexico World Cup tweet" »

Case Study: How American Apparel adapted their brand to Tumblr to boost referrals »

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American Apparel needed to engage young metropolitan adults aged 20-32 without restraining the brand’s unique fashion aesthetic or diluting its brand equity. This case study looks at how the clothing brand used popular blog network Tumblr, via owned content and sponsored ads, to get hundreds of thousands of referrals to their online store.

Continue reading "Case Study: How American Apparel adapted their brand to Tumblr to boost referrals " »

Display ad case study: Specsavers uses visual engagement to smash benchmarks »

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Extending their ‘Should’ve gone to Specsavers’ TV campaign online, the Specsavers i-Roll campaign smashed visual engagement benchmarks. The case study looks at how the optician expanded its appeal to a broad 25-54 audience.

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How Nando's became the most popular restaurant chain on social media »

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Nando's currently leads the UK food and drink chain market for social media, ahead of Dominos, TGI Fridays and Starbucks. This case study looks at how much of Nando's success to a series of creative and integrated social media campaigns that stood out ahead of the likes of Starbucks and McDonald's.

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Cannes winner case study: Harvey Nichols celebrates selfishness with anti-Christmas viral »

Luxury retailer Harvey Nichols made an unusual Christmas ad in 2013, encouraging shoppers to buy gifts for themselves at the high end store rather than spend the money on loved ones. This case study looks at how the bold funny ad turned controversial subject matter into a highly amusing and entertaining video, picking up the Cannes Lions Grand Prix in the process.

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Cannes Lions case study: Sound of Honda brings Senna to life with light display »

This "Sound of Honda -- Ayrton Senna 1989" ad from from Dentsu Tokyo, caught the eye of the judges at Canes Lions 2014. We look at how the video went viral, getting over 4 million views for recreating a moment of sporting history with a sound and light display.

Continue reading "Cannes Lions case study: Sound of Honda brings Senna to life with light display" »

Cannes Lions case study: Edgy ‘First Kiss’ viral gets hearts racing with subtle branding »

This ad for clothes brand Wren took the web by storm back in March, with its strange mix of cringe-worthy and heart-warming first kisses between strangers– coming close to winning 2014’s Cannes Lions Grand Prix award. This case study looks at the secret to the viral ads success, despite its almost non-existent branding.

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Cannes Mobile winner case study: Grand Prix: Nivea braclet helps parents track kids »

Nivea’s Sun Block ad won the Mobile category at the Cannes Lions International Festival of Creativity. This case study looks at how the brand embraced the growing trend for an ‘Internet of Things’.

Continue reading "Cannes Mobile winner case study: Grand Prix: Nivea braclet helps parents track kids" »

Cannes winner case study: How Volvo epic split got 73m YouTube views »

Scooping joint top honour at this year’s Cannes Festival, this Volvo video featured movie star Jean-Claude Van Damme doing an improbable-looking split between two moving trucks.This case study looks at how the ad married celebrity and the 'wow' factor to drive home a message about precision steering (and get 73 million YouTube views in the process).

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Social media marketing on a budget: Play brings characters to life »

The Chicago Shakespeare Theater partnered with the Art Institute of Chicago to give art lovers an once-in-a-lifetime experience and drive ticket sales for the play Sunday in the Park with George. This case study shows how the production company used social media marketing on a budget to amplify a one off event that brought a mysterious painting’s characters to life…

Continue reading "Social media marketing on a budget: Play brings characters to life " »

Mahou-San Miguel uses online gaming to engage fans ahead of final »

Mahou-San Miguel, the most important beer brand in Spain, leveraged its sports sponsorships by hosting an online game for consumers aged 18 to 50 leading up to a football match between two Madrid rivals. This case study looks at how the brand used online gaming to engage fans to reach 10% of Madrid’s population.

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Mobile app marketing: Abercrombie pairs weather forecast with seasonal looks »

The Abercrombie brand is first and foremost about looking hot. This was taken to the next level by transforming something as practical as a weather app into a way to find hot new looks, modelled by attractive forecasters. This case study looks at how the fashion brand used mobile app marketing to get customers engaging with the brand while on the move.

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Mobile marketing on a budget: Donate a Word Via SMS »

With an extremely limited budget, the Swedish Committee for Afghanistan launched an innovative SMS campaign that raised money for schools in Afghanistan and created a new way of writing books.This case study looked at how the organisation used a mobile campaign on a tight budget to get the highest reach possible to help those in need.

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The spy who poked me: CIA launches on social media with covert joke »

The Central Intelligence Agency (CIA) has launched a Facebook and Twitter account, revealing a sense of humour that has caused social media buzz… but not everyone has seen the funny side."We can neither confirm nor deny that this is our first tweet," quipped the agency in its first post on Twitter. The Twitter account attracted tens of thousands of followers within hours of launching on Friday. On Twitter the secretive agency was following only 25 other accounts - all US government agencies.Through its own Twitter account, the New York Review of Books attacked the surveillance agency's controversial interrogation techniques.

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Video case study: Dove defies dad stereotypes with Father’s Day campaign »

Looking to repeat the success of its ‘Sketches’ viral last year, this new video from Unilever's Dove’s celebrates the hard work dads put in every day to promote its Men + Care range. See why it's our video viral of the week below..

Continue reading "Video case study: Dove defies dad stereotypes with Father’s Day campaign" »

Vine case studies – Oreo cookies build talkability with Vines »

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Oreo cookies have won dozens of digital marketing awards for their success in social media, and these vines are a great case study of how a brand can be brought to life to build talkability in just 6 seconds.

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Nike and Samsung beat World Cup sponsors for video shares »

Nike, Samsung and Castrol top the chart of the most shared World Cup focused video ads, ahead of brands that are official sponsors of the tournament, according to a new report from Unruly. Coca-Cola, the first affiliated brand to appear in the listing, accounted for 2.5 times fewer shares than Castrol, that sits in third place. Other Word Cup sponsors that fail to make the top 11 include Budweiser (16th), Sony (18th), McDonald’s (20th) and Johnson & Johnson (24th)

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Social media case study: Retailer replaces community manager with pug (and boosts visits by 150,000) »

To stand out from the crowd during Chinese New Year, luxury online retailer Glamour Sales enlisted Fred&Farid to create a social media stunt to get tongues (and tails) wagging. By pretending to swap their community manager for a dog, the firm generated 100,000 new customers on a tiny budget.

Watch the video case study below:

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Mobile loyalty through gaming: Coca-Cola game rewards players with more mobile data »

A recent study revealed 2.7 million Korean youths were Coke “brand neglectors”. Coca-Cola Korea teamed up with The Slate to create a mobile campaign that would convert teens by reinforcing Coke’s brand image as an energizing refreshment. Coke PLAY is a real and virtual playground for young people aged 12 to 29 to connect using mobile devices that incorporate voice recognition and location and motion, detecting technologies for games and activities. Because 80 percent of Korean teens exceed their wireless data capacity each month, Coke PLAY awards additional data as prizes. This case study shows how the drinks giant created mobile loyalty through gaming.

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Mobile marketing on a budget: How Colgate reached 700,000 people with just $8,000 mobile spend »

Colgate wanted to increase toothpaste penetration in rural India by educating consumers about oral hygiene and the benefits of using toothpaste regularly vs. traditional, natural products that were only being used sporadically. The brand chose to reach out to these consumers at the Maha Kumbh Mela, a large spiritual gathering for Hindi pilgrims, using mobile and location-based technologies. This case study looks at how the brand managed successful mobile marketing on a budget.

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OMO uses SMS campaign to drive mobile loyalty in South Africa »

Targeting feature phone users in South Africa, Unilever's laundry detergent brand OMO enforced its ‘Dirt is Good’ message to engage mums, while driving loyalty in a category where price is the main factor of purchase. To reach busy mums, OMO increased brand engagement by going beyond a simple text-and-win mobile campaign to offer rewards for repeat purchases. Using SMS campaigns to drive mobile loyalty, the opt-in consumers received special messages, offers, surveys, and other news via SMS, building an ongoing communication with the brand. Monthly reminders helped drive repeat purchases by 60 percent, and active opt-in rates of 85 percent demonstrated the value consumers gained from the new OMO loyalty program.

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Zyrtec mobile marketing using apps to boost sales of allergy medication »

Zyrtec AllergyCast conducted mobile marketing using apps to learn what people are allergic to and then teach them about the pollen that triggers their symptoms. The app triangulates pollen and weather data from across the U.S. with how specific users are feeling to determine what is causing their allergies.This case study looks at how it became the leading branded allergy app in the US and a top 25 weather app.

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'More robots than humans' saw Mercedes-Benz ad »

Online ads for Mercedes were seen more often by fraudster robots than humans, according to a new report. The Financial Times reports that the Mercedes-Benz ads were accidentally placed on to fraudulent websites by Rocket Fuel, a Nasdaq-listed ad technology company that went public with a market capitalisation of nearly $1bn last year. According to Telemetry, a UK company which specialises in detecting ad fraud, in a sample of 365,000 ad impressions brokered by Rocket Fuel over three weeks, 57 per cent were “viewed” by automated computer programs rather than real people. The allegation will raise concerns about fraud in the fast-growing online advertising market, which expanded 15% last year to $120bn.

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Webby Awards 2014: Winners revealed as hoax fire viral scoops awards »

The Webby Awards, often dubbed the Oscarsof the Internet, has announced its latest batch of award winners, with Vine, Airbnb, Kickstarter and Vimeo among this year’s winners for their services to digital media. Talk show host Jimmy Kimmel won the Viral Video award for his “Twerk Fail” clip, which, as he proudly mentioned on his show, was broadcast on dozens of news networks before the late night host revealed that it was a fake (see below).

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Hobgoblin brand targets millennial voters with social media election »

To coincide with the European elections, Wychwood Brewery, brewers of bottled ale brand Hobgoblin has declared a social media election, challenging fans to choose and nominate their favourite tipple in an online poll. The campaign, Wych Brew Are You? encourages fans to champion their selected beer from a choice of three leading candidates: Hobgoblin, Imperial Red, and Black Wych.

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Marriott offers loyalty points for social shares »

Hotel chain Marriott Rewards has launched a PlusPoints program that rewards loyalty program members 250 points for each Facebook 'like' or Twitter 'follow'. Under the scheme, sharers also get 25 points for each Facebook share or retweet about Marriott — up to a maximum of 2,000 points every 30 days.

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Twitter fail: New McDonald’s mascot terrifies Twitter »

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McDonald's latest mascot ‘Happy’, aimed at promoting healthy eating for children, has caused a stir on social media for all the wrong reasons- with many judging the character as ‘terrifying’. The mascot has launched in the US, modelled off the Happy Meal box, with the aim of encouraging kids to eat more fruits, vegetables and low-sugar beverage options like milk and water- foods not commonly associated with the fast food chain. The fast food giant says it “brings fun and excitement to kids’ meals while serving as an ambassador for balanced and wholesome eating.” However, judging by the reaction on social media, it's inspiring more fear than excitement since making its US debut.

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Facebook case study: Ikea Facebook campaign boosts store visits by 11% »

At the beginning of 2014, an Ikea Facebook campaign drove an 11 per cent increase in foot traffic for the retailer, according to research carried out by Vizeum and iProspect in partnership with Facebook and EE.

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Video case study: How Budweiser’s ‘Puppy Love’ ad won the Super Bowl ad battle »

Back in February 2014, Budweiser’s “Puppy Love” became the runaway winner of Super Bowl 2014. The cute commercial, which tells the story of an unlikely friendship between a horse and a puppy, was not only the most shared video online, but also the ad which attracted the most TV coverage. This case study from Unruly Media looks at how the commercial became an internet sensation- racking up over 50m YouTube views by within 3 months.

Continue reading "Video case study: How Budweiser’s ‘Puppy Love’ ad won the Super Bowl ad battle" »

Unilever expands Project Sunlight campaign with short film »

Unilever has expanded its Project Sunlight sustainability initiaitive with a new summer campaign, with a new short film, “The Way Kids See It”. The campaign aims to inspire families to create a brighter future by living more sustainably as part of Unilever’s long-term initiative to make sustainable living commonplace.

Continue reading "Unilever expands Project Sunlight campaign with short film " »

Coke drones deliver ‘happiness from the skies’ in Singapore »

Guest workers make up a significant part of Singapore's total workforce, but often get little recognition for their labour. Coca-Cola Singapore and the Singapore Kindness Movement embarked on a project to bring "Happiness from the Skies", to show that a little kindness goes a long way to bring Singaporeans and guest workers closer.

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