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 equity and positioning; clothing; content marketing; design; digital marketing; ecommerce; engagement; Facebook; FMCG digital marketing; gaming and gamification; Google; healthcare and pharmaceutical; marketing; mobile marketing; MSN; purchase intent; retail; search; social media; sport; travel and tourism; Twitter; UK; USA; video; viral; YouTube

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

Twitter marketing trends: Brands react to Apple’s ‘bendgate’ »

It took just 9 bending complaints to steal the thunder from the successful launch of Apple's iPhone 6 and iPhone 6 Plus which saw 10 million orders. As ‘bendgate’ took over Twitter in September 2014, a number of fast acting brands were quick to join in the fun getting much publicity in the process. View some of the best tweets here...

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Digital marketing ROI: Five food brand campaigns that prove digital works »

How do you measure success in a digital campaign? Getting more YouTube fans, Facebook likes or newsletter sign ups is all well and good, but do these actually translate to more sales and justify the initial spend? We look back at some of the best food campaigns of the past year that show how digital success translates into real world cash.

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Virtual Gary Lineker hands out free crisps for tweets »

In September 2014, three London bus shelters have been transformed into tweet activated vending machines as part of a promotion for Walkers’ ‘Do Us a Flavour’ campaign… featuring a virtual Gary Lineker. By tweeting @Walkers_busstop, along with a code provided to them after they arrive, commuters were given a free packet of crisps by a virtual Gary. The Pepsico-owned potato chip brand ran a competition asking people to invent new varieties of potato chip.

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Brands on Instagram: 6 best Hyperlapse videos so far »

With Instagram’s new Hyperlapse app over a week old, some brand have already started tinkering with the new video tool. We round-up 6 of the best branded uses of the new format that looks set to rival Vine as the next big thing in bite sized video.

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YouTube case study: Restaurant gets diners to ‘pay with a kiss’ »

Forget QR Codes or PayPal- this low-budget digital marketing campaign in Australia got restaurant diners to pay for their food with a kiss. This case study looks at how Metro St James played on its romantic French image with a YouTube viral and mobile app that generated half a million internet mentions and a raft of earned media space.

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Nike mixes dance and social media to reach 1 million people »

This interactive dance event from Nike combined social media with an impressive art installation- creating a huge social buzz in Taiwan in the process. This case study looks at how the sports brand used the event to generate interest in its ‘Airforce One’ trainer- generating over a million Facebook impressions.

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Dettol boosts spray sales 86% in China via mums' word of mouth »

Word-of-mouth marketing online is not just reserved for ‘cool’ brands like Nike or Coca-Cola. Even relatively mundane household cleaning brands can create social media buzz- as shown by this 2011 campaign from Dettol in China that targeted mothers.

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Honey Maid turns social media hate into love with diverse family campaign »

Honey Maid courted controversy in the US with a campaign celebrating the diversity of modern families. This case study looks at how the Mondelez-owned cracker brand turned social media backlash into something much more positive… getting over 11 million YouTube views in the process.

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FMCG case study: How a cheese spread became part of a school curriculum »

Back in 2012, Bel Group's popular cheese spread Picon wanted to revamp its brand promise of 'spreading happiness' across Lebanon. This case study looks at how the FMCG brand’s civic activism programme became part of the country’s school curriculum via some smart digital marketing.

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Case study: Smart Balance seasonal e-cards get 112% boost in traffic »

In the space of four years, Smart Balance managed to grow its US market share by 14%, giving power brands such as Flora, Country Crock and I Can't Believe It's Not Butter! something to worry about. This case study looks at how the health food brand made smart use of digital platforms, culminating in this years' s Valentine’s e-cards promotion that boosted subscriptions 14% in the process.

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Milkmen go mobile: DairyCrest debuts mobile optimised site »

milk&more, a Dairy Crest group company focused on free doorstep delivery is improving the traditional daily milk and grocery delivery by developing a mobile optimised site.Customers were able to use their smartphones to set up and manage the delivery of their daily essentials.

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Food for thoughts: SSP links till receipts to digital surveys »

Food outlet operator SSP, the company behind Starbucks and Upper Crust, partnered with eDigitalResearch to listen to customers around the world and improve the customer experience. This case study looks at how the firm streamlined its customer feedback process while seeing a tangible return on in its customer relationship management investment.

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L’Oreal gets salons on side for Facebook campaign »

For a hair brand, getting a product recommended by hair salons is a major boost- and linking till data to social media campaigns is even more valuable. With this in mind, L’Oréal granted more than 5,000 salons in the US with access to the Buddy Media Social marketing suite, to enhance their Facebook Pages and allow L’Oréal to measure social success and improve content pages.

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Social media case study: Volkswagen ‘People’s Car Project’ wins fans in China »

In German, Volkswagen literally translates as "People's Car". To boost its brand in one if the largest and most competitive markets, the car maker started a novel social media campaign in China that let people create and vote for their favourite car designs. This case study looks at how Volkswagen managed to generate 33 million website visits and over 200,000 car designs, extending a year-long campaign into a long running project.

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Going viral the B2B way: Sungard prepares IT managers for Zombie Apocalypse »

Filling in an online registration form is possibly the most tedious online activity- so how can brands make their customer retention campaigns more fun? IT firm Sungard had the answer: zombies. This case study looks at how a novel approach to selling an Enterprise Disaster Recovery Plan boosted customer reactivations.

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Maersk social success: How a shipping firm became more popular than Disney on Facebook »

A B2B shipping firm doesn’t sound like the most exciting social media brand in the world, but back in 2012, Maersk caught the attention of many (including Facebook itself) after it managed to generate tidal waves of traffic by spinning mundane overseas haulage journeys into tales of high seas adventure. This case study looks at how the firm used a raft of social media platforms to engage with customers… eventually generating more engagement on its Facebook than Disney.

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Social CRM case study: How Bosch learned to target select trades on Facebook »

Back in 2010, Bosch had a problem- it had two thriving B2B social media platforms but couldn’t determine which manual trades preferred Facebook and which ones visited its bespoke community ‘Bob’. This case study looks at how the electronic tool maker used CRM software to better understand its diverse audience behaviour and market to select trades more efficiently on the right social media channel.

Read this slide presentation explaining how the CRM process worked below:

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Search case study: AdWords helps improve order rate at butchers by 50% »

Scottish butcher’s Macbeths revamped its keyword strategy last summer and saw a large jump in our sales and ROI, increasing order rate by 50% in one year. This case study looks at how a local business can use paid search to beef up both sales and customer numbers.


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Search case study: Photobox gets better search ROI with Bing Ads »

In May 2013, Photobox worked with Bing ads to boost the online digital photo service’s online presence. This case study looks at how the firm achieved 25% lower costs than expected- boosting efficiency and winning customers as a result.

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PacSun partners YouTube content creators for back-to-school campaign »

To coincide with the back to school season, clothing brand PacSun has released a four-video series in partnership with a popular YouTube fashion channel. See why it’s our video viral of the week below.

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Video case study: Axe encourages men to embrace weekdays »

Axe has launched a new digital campaign designed to remind men that fragrances are not just for special occasions, as the Unilever body spray brand encourages their core audience of young males to embrace weekdays.

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Miller Lite turns fan photos into national TV ad »

Miller Lite has embarked on a user generated content campaign, encouraging fans to submit their own summer photos with the beer brand with the promise of turning the best ones into a nationwide TV campaign. This case study looks at how the campaign's hashtag became the No. 2 branded hashtag on Twitter.

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How Greggs turned a Google fail into a social win »

Greggs has been embarrassed after a crude spoof of its logo started appearing on a prominent Google search result- but the UK bakery chain managed to turn the situation to its advantage via some good humoured and timely social media management.

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Viral case study: How the 'Ice Bucket challenge' raised $15m in 3 weeks »

In July 2014, Charity ALS started a small scale internet challenge that ended up reaching all the way to the White House. This case study looks at how the ‘Ice Bucket Challenge’ led to record donations to the charity, raising some $15.6m in contributions to the group and its national affiliates, compared with less than $50,000 in the same period last year.


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Viral case study: Wilkinson Sword claims beards make babies cry »

With bushy beards coming back into fashion, how does a shaving brand get rugged hipsters back on their side? This viral video from Wilkinson Sword Germany explains why the hirsute look might not be as fatherly as you might think. The 45-second ad, created by the Labamba Agency in Hamburg, Germany, tracks different fathers first meeting their offspring throughout history- and why a beard can make a bad impression on babies.

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Crowdfunding case study: How Simon’s Cat broke the UK record »

In July 2014, the Simon’s Cat campaign on Indieogo smashed UK crowdfunding records by successfully raising more than £284,000 / $478,000 to produce their first ever broadcast-length colour film. Over 9000 supporters contributed amounts ranging between £1 and £2000 towards the production budget of ‘Off to the Vet’ – the most ambitious Simon’s Cat animated film ever. In exchange for their donations, supporters are offered early viewing of the finished film as well as numerous physical rewards which included limited edition books, artwork and merchandise. A select number of funders will even be rewarded by having their pet drawn by Simon Tofield, the creator of Simon’s Cat.

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Persil turns captchas into games with PlayCaptcha »

To promote its new line of Persil’s Dual Action liquid capsules Unilever worked with AdLabs to create a fun alternative to the usual captcha verification screens. To pass security, Persil are asking users to prove they’re human by dragging stain-removing microgranules into the centre of one of their new. The completed capsule then demonstrates its stain removal power by passing over a stained t-shirt to reveal a bright white result.

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Case study: Dove links pack promotions to mobiles to boost cross selling »

Brandtone partnered with Unilever in 2013 to drive the rate of sales across the Dove portfolio in Russia. This case study looks at how the beauty brand linked on-pack promotion with a mobile campaign to drive cross-selling opportunities across Russia- boosting repurchase sales by 21% in some cases.

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Usability case study: How optimisation helped Flybe boost revenues »

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In November 2013, Flybe partnered with Maxymiser to develop a long-term strategy to improve customer experience across its digital channels. The plan helped transform Flybe’s customer engagement with campaign alone providing a catalyst for stunning annualised revenue growth of £8.5 million. This case study looks at how the regional airline achieved success.

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Case study: Dove hosts Google Hangout debate on real beauty »

Back in June 2014, Dove hosted a debate on beauty at Selfridges flagship Oxford Street store that was be broadcast live on Google+ via a promoted post, as part of its "campaign for real beauty" activity. The ad appeared in real-time as a display advert on webpages linked to women’s beauty and lifestyle.

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Case study: Lexus uses ‘three screen sequence’ advertising with Microsoft »

Car brand Lexus ran a six-week test to grab the attention of 25- to 34-year-old male users with a campaign for its F-series performance vehicles, using an ad campaign that spanned three platforms in partnership with Microsoft.

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Adidas boosts World Cup sponsorship with cross platform display ads »

To reinforce its World Cup sponsorship, Adidas worked with InSkin Media to run this World Cup display campaign optimised to get the most from desktop and tablet publishing sites.

adidas wmv from Danny Meadows-Klue on Vimeo.

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Papa Johns smashes engagement benchmark with programmatic native ads »

Ball Street, the company behind the 451 digital football show, has beaten its engagement benchmark by 71% after deploying a programmatic native approach. Working with RadiumOne, Ball Street developed video content, sponsored by Papa John’s, and pushed it out in three bursts around matches with a deciding role in the race for the Premier League title (Liverpool v Chelsea, Crystal Palace v Liverpool and Man City v West Ham).

View a sample of the show with Papa John's Sponsorship below:

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Tumblr case study: Aldo Fashion contest boosts social engagement »

Aldo launched a contest to identify and reward "the next stars of Tumblr" to target the blogging network’s highly engaged community of fashion and design enthusiasts. This case study looks at how the footwear company offered Tumblr's aesthetic-conscious community a prize uniquely suited to them.

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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):

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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.

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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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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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