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Digital marketing industry case study library
Industry case studies for Digital Training Academy courses
Case studies library
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.
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.
In September 2013, Persil worked with TMW to support the launch of its new ‘Small and Mighty’ range. To support the launch of the new Persil created ‘Be Mighty’, a digital campaign featuring a series of animated and interactive online story books for children. This case study looks at how the detergent brand made smart use of its brand image and target audience to come up with a cutting edge digital campaign that delivered a lasting impact on consumers.
As part of its hugely successful ‘Volvo Trucks’ stunt series on YouTube, the Swedish auto maker hired the ‘Muscles from Brussels’ himself- Jean Claude Van Damme- to perform an eye-watering stunt between two moving heavy vehicles. The new advert, which aims to promote Volvo Trucks’ new dynamic steering system and has become a YouTube hit, garnering over 25m views since its launch.
As part of its ‘Stay Together’ series, this video from Skype tugs at the heart strings, telling the story of a long-distance friendship between two teenage girls, from the US and New Zealand, who were both born with one arm. The emotional impact of the ad has led to over 2 million views so far.
In its most ambitious campaign yet, Samsung’s latest Galaxy viral video pitches football star Lionel Messi against a horde of invading aliens. The campaign is only just kicking off, with more big players set to join the ‘Galaxy 11’ in what looks like a big budget sci-fi version of ‘Escape to Victory’.
To keep up with the US tradition of toilet papering your house on Halloween, snack brand Cheetos teamed with Google maps and Street View to recreate the experience online (without risking vandalism charges). The app works by letting users enter a chosen address and creating a toilet paper "bombing" experience using Google Earth and Google Streetview. Users can then share the results via social media. Of course, the site has to come with a warning that Cheetos doesn't condone actual toilet-papering... only the digital kind.
Brand: Cheetos, Frito-Lays | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: Goodby, Silverstein & Partners | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media, Video, Google Maps
Pepsi is running a YouTube series capturing the life of an old man with seemingly supernatural basketball skills, attracting nearly 40 million views with brand engagement that extends far beyond a 30-second TV commercial.
Brand: Pepsi Max | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: The Marketing Arm | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media, Video
US snack brand Diamond has launched an engaging (but also bizarre) campaign "Diamond Nut Fantasies". Recognizing that the average cook rarely get the praise and appreciation they deserve, this series of YouTube spots plays with the idea that baking them a treat with Diamond Nuts could help people transform to be the husband, neighbour, child and boyfriend of their dreams. This series of YouTube spots were based on research that showed that Diamond Nut customers--two-thirds of whom were women--bake in large part not just because they care, but for the praise and compliments they get. So the agency imagined what it would be like if everyday people gushed with appreciation for the food they make.
Brand: Diamond | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: Deutsch LA, Biscuit Filmworks | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media
The advert imitates Old Spice's classic ‘The man your man could smell like’ ad, with an engaging walk through a myriad of scenes celebrating the fun and frivolous side of a good cup of tea, whilst showcasing the soothing effects of a proper brew. Yorkshire Tea has taken to YouTube, with an epic song celebrating the virtues of the old fashioned cuppa, incorporating zombies, brass bands and even the odd Skyrim reference. To boost engagement, the YouTube ad ends with a call to action getting the viewer to click through to a behind the scenes video, along with links to the Yorkshire Tea homepage and the company's official Facebook page, both of which continue the ‘Tea Song’ branding.
Brand: Yorkshire Tea | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: Rubber Republic, The Viral Ad Network | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media
To coincide with the new academic year, Unilever's Pot Noodle offered one student the chance to have their tuition fees for the next year paid for them, as part of a new Facebook ‘Scholar’ campaign. The winner was given everything they need to live the Uni lifestyle including Pot Noodle-branded t-shirts, trainers, bed sheets, condoms, a year’s supply of Pot Noodle and a “legendary” party.
Brand: Unilever, Pot Noodle | Sector: FMCG, Food and Beverages | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Facebook
A Dalston corner shop gave its regulars an uplifting and unusual retail experience when it was transformed into an all-singing, all-grooving musical instrument by Red Stripe lager. This case study looks at how the Jamacian lager brand made smart use of in-store advertising and viral marketing to get 1 million YouTube views.
Brand: Red Stripe | Sector: FMCG, Food and Beverages, Alcohol | Country: UK | Partner/agency: KK Outlet, Stinkdigital, Hirsch&Mann | Objective: brand awareness, consideration and purchase | Format: TV, Video, YouTube
The Bundaberg Distilling Company ran integrated 'Road to Recovery' campaign, designed to help the local Bundaberg community in Australia get back on its feet after the recent flood crisis. This case study looks at how the Diageo brand raised $300,000 for the town with the help of social media. Spanning Facebook, PR, traditional media advertising, product innovation and a special event, the activity, with creative via Leo Burnett, Sydney, aimed to drive visitation back to Bundaberg and stimulate the local economy through tourism.
Brand: Bundaberg Rum | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: Leo Burnett, One Green Bean, IKON, Traffik, STI Group, Barker Gray.| Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video
For Christmas 2013, Baileys took a different approach, ditching festive imagery for a message about friends that resonated all year round. This case study looks at how the Diageo brand used traditional media as well as banners, pre-rolls, and social media. The campaign, under the slogan ‘Baileys, let’s do this again’, was composed of five TV executions, six print and outdoor executions, and various digital executions (banners, pre-rolls, RM, social media).
Brand: Baileys | Sector: FMCG, Food and Beverages, Alcohol | Country: UK | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: TV, Video, YouTube
In October 2012, Diageo partnered with Amazon to launch a Smirnoff-branded YouTube channel for fans to purchase ‘party items’ directly from featured YouTube videos. This case study looks at how the Diageo brand replicated the nightlife experience to engage and convert viewers online.
Brand: Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: US | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: Amazon, Ecommerce, Video, YouTube
To celebrate Father’s Day in 2013, Diageo embarked on a QR code campaign for three of its drinks brands. This mobile case study looks at how the firm turned physical bottles of Johnny Walker, Buchanan’s and Old Parr into a personalised tribute for loved ones. The campaign, developed by software company Evrythng, used a technology platform called +More, which made all Diageo’s products smart by connecting them to the web. This technology is different to QR code technology, which only delivers the same message to everyone. With +More the brand is able to give a bespoke message to an individual consumer via a bottle.
Brand: Johnny Walker | Sector: FMCG, Food and Beverages, Alcohol | Country: US | Partner/agency: Evrythng | Objective: brand awareness, consideration and purchase | Format: Social media,Video, Mobile
In June 2013, Smirnoff teamed with DJ Fresh and neurotechnology expert Julien Castet to help three disabled musicians create a dance track using only the power of their brains. The social media case study looks at how the Diageo drinks brand helped to build its ‘nightlife’ brand with cutting edge technology, social media and a catchy soundtrack….
Brand: Diageo, Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video
Back in 2011, MTV teamed with Smirnoff to showcase ‘The Smirnoff Nightlife Exchange Project’ – an ambitious attempt to break new ground in nightlife experiences and an integrated marketing partnership in the truest sense. This video case study highlights how the campaign increased Facebook fans from 427% to more than 1m.
Brand: Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video
In Summer 2013, Oxfam ran a content marketing campaign with band Coldplay and Scoopshot, to raise awareness of land grabs. This case study shows how the charity attracted over 6,400 user contributions to raise awareness of this growing issue. Following the video’s release, the World Bank issued a statement agreeing to most of Oxfam’s demands.
You can see the video here:
Brand: Oxfam | Sector: Charity | Country: UK | Partner/agency: Scoopshot | Objective: brand awareness, consideration and purchase | Format:Video, YouTube
For its latest campaign Unilever’s Cornetto launched a set of airplanes with a Twitter-connected banners, so summer lovers could declare their love in front of everyone on the beaches of Spain. The campaign, created by ad agency Lola / Lowe & Partners , Madrid, encouraged Twitter fans to tweet a message of love with the #CornettoSkyTweets. If the message proved popular with fellow social networkers, the Tweet was put it up in the sky. During the campaing, Cornetto managed to get new messages out every 15 minutes by using three planes, allowing lovers to declare their affections in front of everyone on the beaches of the Costa del Sol in Spain.
Brand: Unilever, Cornetto | Sector: FMCG, Food and Beverages | Country: Spain | Partner/agency: Lola | Objective: brand awareness, consideration and purchase | Format: YouTube
To promote its remake of horror classic ‘Carrie’, Sony Pictures and MGM created an elaborate (and rather terrifying) hidden camera prank which has gone viral big time, getting over 4 million YouTube views.
Brand: Sony Pictures, MGM| Sector: Entertainment | Country: US | Objective: brand awareness, consideration and purchase | Format: Video, YouTube
In October 2013, Heinz and Reckitt Benckiser were among the first brands to sign up for Future Ad Labs’ advertising format, PlayCaptcha. The partnership saw Heinz and Reckitt Benckiser use Future Ad Labs’ PlayCaptcha to increase brand engagement and improve overall consumer sentiment and product recall. early tests for both Heinz and Cillit Bang indicates that PlayCaptcha delivered engagement rates many times higher than traditional digital advertisement formats, while providing a better user experience for web page visitors.
Watch this video presentation explaining how the 'PlayCaptcha' tool works below:
Brand: Heinz, Reckitt Benckiser | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: Future Ad Labs | Objective: brand awareness, consideration and purchase | Format: Gaming
In a hard-hitting TV and digital campaign, St Johns Ambulance offered interactive advice on giving first aid to youngsters, in a bid to help boost awareness of potentially life-saving skills. The campaign, created by BBH London, features a TV and YouTube commercial that links to an interactive video adapted for both desktops and smartphones, with instructions on basic first aid. On their smartphone or on the desktop they will then be asked to swipe the screen or click a mouse at various points to help the father carry out first aid and move the boy into the right position to enable him to survive.
View the video ad here:
Brand: St Johns Ambulance | Sector: Healthcare, Public Service Announcment | Country: UK | Partner/agency: BBH London | Objective: brand awareness, consideration and purchase | Format: Video, TV, YouTube
Social accommodation app Airbnb launched its first video ad this month- compiled only using 6-second Vine videos from Twitter fans. The 4-minute long commercial was composed after the firm asked its Twitter followers to create their own short Vine videos for the film, each of which depicts a different scene with a paper airplane traveling across the world.
Airbnb’s commercial, dubbed ‘Hollywood & Vines’, aired on the Sundance Channel in September 2013, and can been viewed in the embedded YouTube video below:
Brand: Airbnb | Sector: Hospitality, Travel | Country: US | Partner/agency: Mullen | Objective: brand awareness, consideration and purchase | Format: Video, Vine, Twitter, Social media
Retailer TK Maxx has appointed Exponential for its first ever cross-platform ad campaign designed to increase the number of visits to its stores by occasional shoppers. The video campaign will run in two phases – autumn and Christmas – across both desktop and tablet, and will focus on communicating store locations. The ads will contain a Google map locating all stores in the user’s proximity overlayed on videos showcasing the latest male and female fashion ranges available in-store.
Brand: TK Maxx | Sector: Reatil, Clothing | Country: UK | Partner/agency: Exponential | Objective: brand awareness, consideration and purchase | Format: Mobile, Video
In September 2013, American politics exploded onto the web with a partial governement shutdown, and digital marketers got tough and took the fight to Twitter, email and beyond. And they made it personal with a massive campaign to hold Speaker John Boehner “responsible” for the shutdown. Here’s what they said…
Sector: Politics | Country: US | Objective: Petition, Social media followers | Format: Email, Twitter, Social media
Hewlett Packard’s US printing division generated more revenue per visitor from paid serahc than via organic listings, according to a this case study and white paper from Resolution Media and Kenshoo. The study examined the complex relationship between Paid and Organic Search Marketing, to discover the optimal balance on a search engine results page. The results indicated that paid search drove higher net revenue per visit than organic search.
Brand: Hewlett Packard | Sector: Consumer Electronics | Country: US | Partner/agency: Resolution Media and Kenshoo | Objective: brand awareness, consideration and purchase | Format: Paid Search, SEO
The official website for crime writer Agatha Christie got a revamp this month, resulting in a significant rise in visitors. This case study looks at how digital agency Tangent Snowball used a user-centred social media strategy to solve the mystery of fan engagement…
Brand: Acorn Productions | Sector: Publishing | Country: UK | Partner/agency: Tangent Snowball | Objective: brand awareness, consideration and purchase | Format: Website design, Social media
Following its successful ‘Art of the Trench' campaign, luxury fashion brand Burberry has teamed up with Google to let people capture their kisses by direct contact with their touch screen device, adding a personalised message and send on to friends across the globe. The YouTube video below has already notched up half a million views three months after the campaign went live.
Brand: Burberry | Sector: Clothing, Luxury | Country: Global | Agency/Partner: Grow, oogle | Objective: brand awareness, consideration and purchase | Format: Social, Mobile
Dom Pérignon is using Instagram to reinvent itself and appeal to younger consumers, as the luxury champagne brand expands into social media. Dom Pérignon has been showcasing the collaboration and limited-edition collaboration through its social media pages. On Facebook, daily posts convey the collaboration and promote the limited edition bottle and gift box.
Brand: Dom Pérignon | Sector: FMCG, Luxury | Country: Global | Objective: brand awareness, consideration and purchase | Format: Instagram, Facebook, Social
In September 2013, Italian automaker Lamborghini introduced a live-streaming racing community to target aspirational consumers and racing enthusiasts. The new service went live at the Sept. 21-22 the Lamborghini Blancpain Super Trofeo race at the Nürburgring racecourse in Germany. The brand provided dedicated fans with moment-to-moment video and multimedia pertaining to the weekend’s races. Rather than inventing new content, finding ways to bring traditional events to social media can help Lamborghini bridge the gap between young and old consumers.
Brand: Lamborghini | Sector: Automotive, Luxury | Country: Global Objective: brand awareness, consideration and purchase | Format: Social, Video
Virgin Mobile USA has launched an interactive video campaign which a viewer can control simply by blinking- provided they are using a webcam. It begins as a fairly straightforward ad explaining why it's a good idea for you to switch your phone contract to Virgin Mobile, but every time you blink, the scene on screen changes, getting more and more ridiculous as time goes on. The technology in the spot works by scanning each viewer's eyes via their webcam so that the computer picks up the action every time they blink. The film is then designed to switch scenes with every blink.
View a trailer for the service here:
Brand: Virgin Mobile | Sector: Mobile | Country: US | Agency/Partner: rehabstudio | Objective: brand awareness, consideration and purchase | Format: YouTube, Video
Menswear fashion brand, Burton recently launched an initiative across the performance channel, adopting a ‘channel neutral approach’ increasing conversions and sales by 395% in the process. With the increased exposure given across the publishers sites, Burton saw a significant increase in activity. Affiliate traffic increased by 260% on the previous week while the offer also converted exceptionally well at 14.5% click to sale.
Brand: Burton | Sector: Clothing | Country: UK | Agency/Partner: Affiliate Window | Objective: brand awareness, consideration and purchase | Format: Mobile, design, affiliate
In a digital twist on the classic ‘last Rolo’ ads, Milka has launched a new campaign that lets consumers pick who receives the last square of their chocolate bar. The confectionery brand has taken the last square from over 13 Million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. The campaign builds on the French brand’s current positioning of ‘Osez la tendresse’, or ‘Dare to be tender’. Paris-based Buzzman had the concept of the missing square and is behind the marketing campaign. The campaign was no mean feat, as it meant Milka had to alter its manufacturing process to create 10 million blocks of chocolate with a single piece missing.
Brand: Milka | Sector: FMCG, Food and beverage | Country: France | Agency/Partner: Buzzman | Objective: brand awareness, consideration and purchase | Format: Social
In the summer of 2013, Colgate launched Twitter campaign ‘There's Something in Your Tweet', helping people alert people that they have food stuck in their teeth. The Canada-based campaign was created by Union Toronto, letting people send an anonymous alert via Twitter, or if they want to keep it private then they can send a quick email.
Brand: Colgate | Sector: FMCG healthcare | Country: Canada | Agency/Partner: Grand Union Toronto | Objective: brand awareness, consideration and purchase | Format:Twitter, Social media
Candy Crush Saga is currently making $850,000 a day, as the year-old mobile puzzle game reveals the secrets to its ‘freemium’ business model success. Launched in September 2012, Candy Crush is a "freemium" app, which means it's free to download, but users can purchase in-game upgrades. King, the team behind Candy Crush, have perfected the art in in-game purchases by keeping the game addictive and adding regular updates.
Watch a trailer for Candy Crush Saga below;
Brand: Candy Crush | Sector: Mobile gaming, Apps | Country: Global | Objective: brand awareness, consideration and purchase | Format: Mobile, Apps, Gaming
Back in April 2013, Coca-Cola teamed up with the Global Poverty Project for a mobile check-in scavenger hunt in New York. Ten separate nonprofits in the city benefited from the "Movement for a Movement" campaign, which also encourages healthy, active lifestyles. This case study looks at how the FMCG giant used mobile check-ins to boost customer relations and enforce a positive image for the brand.
Brand: Coca-Cola | Sector: FMCG, Food and Beverage | Country: US | Agency/Partner: Global Poverty Project | Objective: brand awareness, consideration and purchase | Format: Mobile
Samsung ships millions of products every day to customers around the world. With a worldwide customer base, but to be successful, the electronics giant does not subscribe to a one size fits all philosophy. Its employees observe people's lives to give give them options that meet their varying cultural and regional needs. This case study offers a rare insight into how Samsung localises its products for the many markets it serves around the world, with 10 examples from different regions.
Brand: Samsung | Sector: Consumer Electronics | Country: Global | Objective: brand awareness, consideration and purchase |
McDonald’s is experimenting with Near Field Communication with a new in-store mobile game that is activated when a user places their device on one of the tables. Targeted at children and dubbed ‘The Happy Table’, the technology is being tested in a McDonald’s in Singapore. Created in partnership ,with agency advertising agency DDB, users can a mobile phone over a table to activate a mobile game.
Brand: McDonalds | Sector: FMCG, Food and Beverage | Country: Singapore | Agency/Partner: DDB | Objective: brand awareness, consideration and purchase | Format: Gaming, Mobile
To promote its latest Clinique product range, M2M worked with InSkin Media to run an innovative rich media ad on key sites. This high-impact campaign stayed true to the brand's values of high-quality creativity and innovation. To promote Clinique's new Dramatically Different Moisturising Lotion+, ISM created a clean, animated PageSkin, for desktop and tablet, targeted to a range of premium female sites. The bespoke microsite hosted the product video, and directed users to buy the lotion and engage with the brand on social sites.
Brand: Clinique | Sector: FMCG, Health and Beauty | Country: US | Agency/Partner: InSkin Media | Objective: brand awareness, consideration and purchase | Format: Mobile, Display advertising
The Association of Online Publishers (AOP) has revealed the results of a proprietary study into the value of premium content partnerships. Five bespoke partnerships were measured with media brands Haymarket, Guardian, Telegraph, and IPC and advertising brands LG, Majestic Wines, Boots, Disney and Lenor. This case study looks into the effect of these partnerships, and how consumers engaged with the brands.
Brand: LG, Majestic Wines, Boots, Disney and Lenor | Sector: FMCG, Consumer Electronics, Entertatinement | Country: UK | Agency/Partner: Haymarket, Guardian, Telegraph, and IPC | Objective: brand awareness, consideration and purchase | Format: Content partnerships, display advertising, Video, Publishing
Ray-Ban Belgium and DDB Brussels have launched a new campaign that makes creative use of public transportation to communicate Ray-Ban’s wide range of polarized color lenses: from sky blue to hot pink. In all major Belgian cities, trams were redesigned into "Ray-Ban Test-Drive Trams" that let consumers discover the city through different Ray-Ban color lenses.
Brand: Rayban Belgium | Sector: Clothing, Luxury | Country: Belgium | Agency/Partner: DDB Brussels | Objective: brand awareness, consideration and purchase | Format: Outdoor, Instagram, Social Media, Video
In 2012, Center Parcs partnered Maxymiser to develop a long-term customer experience optimisation strategy. It had two key objectives; to improve online conversion and encourage users to book earlier, and to prepare the way for the opening of the new village in Woburn. This case study shows how the company is using testing to cut down on risks while reacting more quickly by making real-time changes based on real-time data.
Brand: Center Parcs | Sector: Travel, Hospitality | Country: UK | Agency/Partner: Maxymiser | Objective: brand awareness, consideration and purchase | Format: Multivariate Testing, Analytics
FAGE UK hired Coupons.com to run a social couponing campaign to engage consumers via Facebook and drive product trial for its Fruyo range in Waitrose. This case study outlines how the yoghurt brand boosted Facebook fans 7% in just 2 weeks with social couponing.
Brand: Fage | Sector: FMCG, Food and Beverages | Country: UK | Agency/Partner: Coupons.com | Objective: brand awareness, consideration and purchase | Format: Social and mobile coupons, Facebook
In 2013, Swarovski Optik launched a social media campaign capturing the vacation experiences of travellers, positioning its new CL Pocket binoculars as an accessory for enhancing holiday sights. This campaign was developed by international creative agency Perfect Fools and met the desire to show and comment on holiday and travel experiences via TripAdvisor and Facebook, in a glamorous digital space.
Brand: Swarovski | Sector: Luxury | Country: UK | Partner/agency: Perfect Fools | Objective: brand awareness, consideration and purchase | Format: Social, Trip Advisor, Facebook
Targeting fat-fingered typists across the UK, this clever search campaign from Snickers used misspelled words in Google keywords to capture hungry office workers’ attention during the working day. This case study outlines how the chocolate bar brand managed to reach 500,000 people within just three days of launch, without any seeding and for less cost than bidding on brand keywords.
Brand: Mars, Snickers | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: AMV BBDO & Mediacom | Objective: brand awareness, consideration and purchase | Format: Search, AdWords
This summer saw Kellogs embrace social media with a Krave campaign that encouraged users to use Twitter hashtags and linked with Alton Tower’s new ride ‘The Smiler’. This case study uses data from Crimson Hexagon to examine how the campaign generated a total of 76,498 Twitter and Facebook posts just 5% negative sentiments.
Brand: Kellog's | Sector: FMCG, Food and Beverages | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social Media
Beer brand Heineken has just concluded its 3-month-long YouTube video campaign ‘Dropped’, featuring a series of strangers handcuffed together in remote locations. Created by agency Wieden + Kennedy Amsterdam, the campaign featured a series of intrepid travellers thrown into unexpected situations, who are then required to complete a series of challenges. So far, the tactic appears to be successful: Videos in the series have racked up more than 3 million views in total.
Brand: Heineken | Sector: FMCG, Food and Beverages | Country: Global | Partner/agency: Wieden + Kennedy Amsterdam | Objective: brand awareness, consideration and purchase | Format: YouTube, Video
Going viral on the internet is a goal for all brands, but is there is secret to becoming a web sensation? This week, Twitter examined three big viral video hits - actor Ryan Gosling 'refusing' to eat cereal, astronaut Chris Hadfield singing Space Oddity and Dove's Real Beauty marketing campaign to demonstrate how internet buzz spreads.
Brand: Dove | Sector: FMCG, Health and Beauty | Country: Global | Objective: brand awareness, consideration and purchase | Format: Twitter, Social media, Video, YouTube
Team Sky, home to Chris Froome and winner of this year’s Tour de France, used RadiumOne’s Po.st platform to track and boost both fan growth and engagement across its global digital presence.
Brand: Team Sky | Sector: Social Media | Country: UK | Partner/agency: RadiumOne | Objective: brand awareness, consideration and purchase | Format: Social Media
Purina’s dog food brand Beneful has created a canine-based Rube Goldberg machine for its latest campaign, creating a buzz online with 2 million YouTube views just 2 weeks after launch. The ad sees at least ten dogs come together to use a Rube Goldberg Machine.
Brand: Purina | Sector: FMCG, Pet | Country: US | Partner/agency: Deep Focus | Objective: brand awareness, consideration and purchase | Format: Video, YouTUbe, Viral
This month, Microsoft unveiled its latest ad formats for its Windows 8 operating system. In this blog post, Stephen Ki, Vice President for Global Agencies & Accounts at Microsoft Advertising, looks at the latest Windows 8 in-app ad camapigns, from brands including All Saints clothing, Mercedes-Benz USA, Vans Shoes, MasterCard and Dell.
Brand: Microsoft, All Saints clothing, Mercedes-Benz USA, Vans Shoes, MasterCard and Dell | Sector: Clothing, Finance, Computing | Country: US | Partner/agency: Microsoft | Objective: brand awareness, consideration and purchase | Format: Mobile, Display, Video
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