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.
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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.
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. 
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. 
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
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. 
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. 
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. 
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. 
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. 
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. 
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
An innovative online radio station, integrated into the Windows Live
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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. 
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.
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.
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.
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.
A neat way of bringing mapping and personalisation into an advertising space. David Carr, Head of Interactive at Chemistry UK Says:
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. 
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.
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.
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.
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.
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… 
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. 
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.
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.
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
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
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.
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.
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.
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.
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.
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.
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.
Johnson & Johnson Consumer B.V. (JJCBV) wanted to boost awareness of its o.b. tampon brand among young women in the Netherlands. Because the vast majority of Dutch women aged between 14 and 18 use Windows Live Messenger, the company worked with Microsoft Advertising to create a Personal Expression; a collection of interactive content used in the application. The hugely successful campaign increased brand usage by six percent among the target audience.
Kleenex created a new brand story called Let It Out, which focused on breaking free from inhibitions and letting out tears, laughter, joy, frustration, and all the other things we hold back. The objective was to create an emotional connection between consumers and Kleenex and a key part of this was to encourage participation in ‘letting it out’.
The Government of India Ministry of Tourism wanted to promote India as the destination of choice among international travellers from the United States, Europe, and Asia Pacific. The marketing strategy, which went beyond the traditional media mix, integrated online marketing so the Ministry could reach the increasing number of people who research their holiday destinations online. The Ministry understood the need for an interactive and engaging campaign to ensure message retention, as tourists choose international holiday decisions months ahead of actual travel dates.
The Habitat furniture store is among many brands to have misunderstood Twitter, blundering in to a private social space with typically offline approach. Their clumsy attempt to use Twitter’s # tags was an ill thought through way to get their messaging seen by larger numbers of people. The feed from HabitatUK effectively spammed thousands of people by trying to hijack key trending topics. Hash tags help people track conversations in Twitter, and the retailer decided in June to align itself to topics such as Apple’s iphone and the Iranian elections. It suggests three sequential failures in the marketing strategy: failing to read the landscape and the way people use the tools, failing to create a digitally native strategy and failing to have management checks and controls in place to identify poor practice. Coaching the marcomms team in digital marketing would have prevented this and a clear social media policy would ensure it never happens again.
Nokia is about connecting people. The pioneers of mobile phones created the handsets a generation grew up with, and the handsets a generation learned to ‘talk’ with. So how smart and how fitting that Nokia is the brand behind an initiative for writing the rules for mobile and SMS conversations. Getting the most from a new technology isn’t about understanding the functions it’s about understanding how to behave with it. We master the functions quickly, but the behaviour takes longer and as people try out new technologies (from texting to tweeting), there’s a new type of behaviour we have to discover. So when Nokia started thinking about how people connect, it seemed only natural to let their customers do the talking. And that’s what you have right here. A great example of a wider social message, linked to a brand truth, delivered through a sponsorship, inside a community space, using social content - and along the way some great marketing. Like the strapline says, Nokia really are about ‘connecting people’.
Food manufacturing giant Nestle has come up with an innovative use for Twitter that combines together a mix of digital channels. Their latest advertising campaign for JuicyJuice includes a Twitter feed within the advertising creative. This social media campaign lets people post their own tweets within the advertising that appears online. At the time of writing, the brand is testing it on US sites 
Mobile enhances passenger experience for BA
Mobile generates 59% of donations from press campaign
Mobile encourages 5x more voucher redemption
Mobile enhances passenger experience for BA
Mobile helps to reduce cab-related attacks by 46%
This is a simple example of integrated mobile marketing. UK agency g8wave worked with Blink TV (the leading supplier of video screens and equipment to the music industry) to target Girls Aloud fans by offering the chance to meet their band. The mobile marketing promotion for Girls Aloud was based around the band’s Out of Control tour, which opened in Manchester. Blink were behind the stunning mix of visuals on the tour and as part of the pre-show build-up, fans saw a short film inviting them to text in their details to win a VIP trip to Wembley Stadium to meet the girls when they support Coldplay in September.
A solid application of smart search marketing principles deep in the long tail of search engine queries. The Radisson campaign succeeded in delivering multimillion pound returns at massive scale. Their processes used extensive and deep optimisation techniques to deliver outstanding ROI - showing just how powerful search engine marketing can be.
As a leading women’s lifestyle portal, handbag.com reaches over 1.5 million readers every month, delivering fresh editorial content on fashion, beauty, celebrity gossip, and much more. The brand has gone from strength to strength since it was set up in 1999 and continues to lead the market. handbag is an expanding online business with ambitious growth plans and had worked with Greenlight for over a year to develop a clear and focused paid search strategy aimed at increasing page impressions and reaching new audiences cost effectively.
When Monarch Airlines approached Greenlight in 2004, their organic search presence was limited, leaving their competitors to capture the lion’s share of search traffic for low-cost air travel. Today Monarch Airlines occupies positions one to three in Google’s organic results for all of their main flight destinations and they are consistently ranked in the top 3 spots for highly sought after travel search terms including ‘Cheap Flights.’
Autobytel.co.uk is a leading internet car retailer that combines extensive motor industry expertise and cutting-edge technology, to offer a convenient online car buying process. By working with Greenlight's in house ad feed tool, Adapt, Autobytel.co.uk has seen their Pay Per Click (PPC) campaigns become more meaningful and relevant to search activity, which has driven better qualified traffic to the site and resulted in an explosion of enquiries and sales.
The UK’s largest classified jobs website, fish4jobs understood effective search marketing was key to realising their full potential. That’s why the recruitment site chose Greenlight to research, formulate and implement a strategy capable of clearing a vital pathway between fish4jobs and its customers in the period from January 2007 to March 2008.
A great example of creative that combines relevancy with active engagement. Coca-cola maintains consistently world class digital marketing and these campaigns are looking to drive registration for their seasonal promotions. By tracking dwell time they can track the increase in the intensity of engagement with the consumer.
The migration from advertising to utility is a shift in thinking for marketers, but one consumers have been asking for. This health website from Special K is a good example of ways that even consumer packaged goods brands can market effectively online – the group that historically are among the hardest to build strong digital strategies for. The website is a dieting and healthy eating tool that helps consumers work through a weight control programme.
World class strategic thinking, aligned with excellent creative. This is a ground-breaking campaign that sets the standard for what mobile marketing can achieve. Mobile was at the heart of a massive integrated campaign combining advertising, social media and experiential channels, creating discussion and building engagement. Astonishingly, the campaign was all put together in just 8 days.
After realising that its paid search results had plateaued, online audiobook retailer Audible.co.uk, appointed Greenlight to revive disappointing sales figures through a dynamic paid search strategy. Greenlight’s Pay Per Click (PPC) campaigns successfully targeted the niche search volume that Audible’s market offered and maximised return. Greenlight’s approach proved far more efficient than the existing strategy and resulted in extremely impressive levels of return for Audible.
A brilliant example of taking a big idea and applying it online. Using the web as a platform for engagement, Talk Talk aligned with the Treehouse autism charity to create The Forever Story, persuading thousands of consumers to take part and collaborate in what became a Guinness world record for the largest multi-author story ever: 8000 entries, 20 hours of content, podcasts, Facebook apps - and of course, the story continues, online.
Social marketing has found its new home on the web. The scope for innovation in this sector’s communications is massive, and this campaign caught the mood of the nation and accelerated both cultural and political change. Friends of the Earth found a way anyone could take part in registering their concerns about climate change and their protest over political inactivity. The approach widened participation and created a model now extended across Europe, mobilising people in the way that fits with today’s culture. A brilliant idea executed in a way that is digitally native.
Coca-Cola Zero offers Coca-Cola taste with zero calories. Brazil has become one of its most important markets, and Coke Zero was looking for ways to reinforce its position as a leading low-calorie soft drink. To extend its relationship with young audiences it launched Coca-Cola Zero Studio, a project that fuses different types of music together. Two Brazilian artists recorded a show mixing their musical styles in association with a major music broadcaster, so Coca-Cola was seeking a way to share this content with consumers, and raise awareness of the recently launched Coca-Cola Zero brand.
Matt Harding is back, and Striding with friends. The cult following of Matt got a boost when chewing gum brand Stride sponsored his next round-the-world adventure. With a few million views online, Matt had a couple of friends who wanted to take part as well. From Quebec to Los Angeles, Paris to Sao Paulo, Mumbai to Madrid , they showed up and in his words, 'danced badly' with him.
The multi award-winning BMW Films project was one of those rare moments when an advertising campaign is so powerful it succeeds in changing the medium it works within. High budget, all-action and with blockbusting stars like Madonna under the stewardship of A-list directors like Ang Lee, the movies were an instant cult success. They showcased the best in movie-making, and delivered it in the context of a message of brand association BMW had carefully crafted. By creating compelling media they generated their own self-selecting audiences without the need of heavyweight media spend.