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.



How the case study process works

Any agency, advertiser or media owner can submit a case study for our consideration. On this page you'll find some of the case studies we're currently using to support training on a few of our courses. You cannot buy advertising or promotional spaces on this page or use it as a selling tool. All case studies that are accepted remain fully credited to the teams who created those examples of best practice and we actively encourage participants on our training courses to talk with the teams behind them. There is no fee for submission, but if you have submitted case studies and they have not been accepted then please understand that we have strict criteria for what creates best practice. Remember that as a training provider we're not directly endorsing the brands or the teams, but we have been impressed with their work and hope you enjoy them. Each month we review all new submissions.

Submit your case studies

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.

Ubisoft’s Watch Dogs marketing stunt reveals what Facebook knows about you »

In April 2014, Ubisoft promoted its digital espionage game Watch Dogs with a site that scrapes publicly available information from Facebook to show users how much of their data is in the public domain… and how it could be exploited.

Watch this trailer showing how the tool works below:

Continue reading "Ubisoft’s Watch Dogs marketing stunt reveals what Facebook knows about you" »

Taco Bell uses Snapchat for Doritos Locos launch »

In April 2014, Taco Bell Premiered its newest Doritos Loco Taco on with a short movie on Snapchat, marking a first for the self-destructing chat app.

Continue reading "Taco Bell uses Snapchat for Doritos Locos launch" »

Heart-warming Thai insurance ad gets 6 million views in a week »

Thai Life used a longform YouTube video to tell a heart-warming tale of an unsung hero who never gets rewarded for his acts of kindness. Or so it seems. This case study looks at how the Bangkok-based insurance firm used the 'Unsung Hero' ad to get 6 million views after being posted on YouTube for just a week.

Continue reading "Heart-warming Thai insurance ad gets 6 million views in a week" »

Social media fail: US Airways sorry for Twitter porn blunder »

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In April 2014, US Airways had to apologise after a pornographic photo was sent from its official Twitter account in response to a customer complaint. This case study looks at the fallout from the offending tweet and looks at the dangers of hastily (and unchecked) public social media responses.

Continue reading "Social media fail: US Airways sorry for Twitter porn blunder" »

Evian baby takes on Spider-Man with SnapChat teaser »

Evian has continued its hugely successful dancing babies series with a new ad featuring Spider-Man, as the new superhero movie hits the cinemas. Evian’s social media agency We Are Social create buzz around the video with glimpses of the ad sent to the brand’s Snapchat followers on Saturday 21 March. Laurence Foucher, the global digital manager for Evian, said of the decision to introduce the ad on Snapchat: "Snapchat’s ephemeral nature is perfect for sending teasers to build excitement, which makes it the perfect platform to preview our next campaign."

Continue reading "Evian baby takes on Spider-Man with SnapChat teaser" »

April Fools' round-up: HTC’s Gluuv, Vegemite Energy drink and Google’s Pokemon challenge »

April Fool’s Day has become a major event in the digital calendar, with many brands and media owners creating elaborate pranks to show off their funny side (and get plenty of social media shares and column inches in the process). We’ve put together some of the best hoaxes from this year's batch for your viewing pleasure…

Continue reading "April Fools' round-up: HTC’s Gluuv, Vegemite Energy drink and Google’s Pokemon challenge" »

‘Unloved’ video viral puts human perspective on animal charities to get 1.5m views »

This emotionally powerful video from the Animal Mayhew Centre puts a new twist on typical pet rescue charities- highlighting the happiness a rescue dog bring to their owners after a hard day. The advert went live on YouTube on the 6th March and aired during More4’s coverage of Crufts on the 7th March and has had over 10,000 shares and 1.5m views in the first month alone.

Continue reading "‘Unloved’ video viral puts human perspective on animal charities to get 1.5m views" »

Crème Egg shifts spend from TV to Facebook and increases sales 7% »

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Mondelez increased Crème Egg sales by switching ad spend from TV to Facebook. This case study looks at how a seasonal social media campaign that invited people to ‘Have a fling with Crème Egg’ on Facebook, created a long series of one-off posts that fed into an overall narrative across the three months- increasing sales by 7% as a result.

Continue reading "Crème Egg shifts spend from TV to Facebook and increases sales 7%" »

Facebook case study: How Nilla Wafers beat Oreo for brand engagement »

Mondelez recently used Facebook to reinvigorate its Nilla Wafers brand and boost sales. A study showed Nilla Wafers sales increased 9% in test market locations among consumers who saw Facebook ads versus a control group of consumers over the course of a five-month campaign. The Facebook ad campaign for Nilla Wafers also was able to reach 11.3 million households through 190 million total impressions (16.8 impressions per household).

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Continue reading "Facebook case study: How Nilla Wafers beat Oreo for brand engagement" »

Aliens invade bus shelter for Pepsi Max stunt »

London commuters witnessed alien invasions, escaped tigers and giant tentacles emerging from a bus stop window, as part of this new video campaign from Pepsi Max. This case study looks at how the drinks brand generated 5 million YouTube views in a fortnight from a single YouTube upload (and some digital effects trickery)...

Continue reading "Aliens invade bus shelter for Pepsi Max stunt" »

SnapChat marketing case study: McDonalds hires LeBron James for mobile 'story' »

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In March 2014, McDonald’s became the latest brand to run a SnapChat marketing campaign, using NBA star LeBron James to generate buzz on the popular self-destructing photo-sharing app.This case study looks at how the fast-food brand generated thousands on new followers within hours of announcing the stunt.

Continue reading "SnapChat marketing case study: McDonalds hires LeBron James for mobile 'story'" »

Video case study: Table Tennis star takes on robot to get 1m views in 2 days »

In March 2014, Industrial robot firm Kuka Robotics ran a new YouTube video campaign, pitting table tennis star Timo Boll against a high speed robot. The teaser trailer for it racked up over a million YouTube views in February, and the full length version eclipsed it. The video has already racked up over 1.2m views on YouTube after just two days online.

Continue reading "Video case study: Table Tennis star takes on robot to get 1m views in 2 days" »

'No make up selfie' raises £8m for Cancer Research in a week »

Cancer Research UK received more than £8m in donations after a popular online campaign, asking women to post selfies with no make-up using the hashtag #nomakeupselfie, went viral in March 2014. This case study looks at how the charity (and a few polar bears) benefits massively from a campaign started by an 18-year-old Facebook user.

Continue reading "'No make up selfie' raises £8m for Cancer Research in a week" »

Social media case study: Sweet brand creates consumer community for just $87 »

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Astra Sweets used an on-pack promotion rewarding customers for sharing how they enjoy the company’s Frisia brand Mini Marshmallows. This case study looks at how the Belgian sweet brand created a brand community of 371 consumers for just $87 (including packaging costs).

Continue reading "Social media case study: Sweet brand creates consumer community for just $87" »

Square Meal gets 400% conversion boost with predictive technology »

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Restaurant booking service Square Meal saw a 67% increase in click-through rates and 400% boost in conversion by switching to Emarsys Predict. This case study looks at how the use of the new self-learning marketing engine boosted customer response. Using data from a customers’ most recent online behaviour to develop a constantly-evolving algorithm, the firm delivered automated campaigns, emulating customer targeting used by e-commerce giants such as Amazon and eBay.

Continue reading "Square Meal gets 400% conversion boost with predictive technology" »

Video case study: How Jamie Oliver’s YouTube channel got 600,000 subscribers »

For years, Jamie Oliver’s Food Tube channel on YouTube had low engagement and flat subscriber numbers. This case study looks at how the team behind the channel created online buzz and interactive elements (including the chance to slap the celebrity chef himself) to help it become one of YouTube’s most successful food channels with 1.8 million monthly views.

Continue reading "Video case study: How Jamie Oliver’s YouTube channel got 600,000 subscribers " »

Case study: Watch retailer campaign gets 1,300% ROI with remarketing »

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A precision remarketing campaign from digital agency Periscopix has resulted in 1,300% ROI for Watchfinder, the premium, pre-owned watch retailer. Average order value on the site has increased by 13% as a result of the campaign.

Brand: Watchfinder | Sector: Luxury, retail | Country: UK | Objective: brand awareness, consideration and purchase | Agency/ Partner: Periscopix | Format: Remarketing, Display advertising, behavioral targeting, web design

Continue reading "Case study: Watch retailer campaign gets 1,300% ROI with remarketing " »

China digital marketing case study: Porsche ‘birthday song’ and piano game reaches millions »

In 2013, the Porsche 911 celebrated its 50th anniversary- marking the occasion with a birthday song on YouTube and Piano game that attracted millions of views and plays. This China digital marketing case study shows how the viral video for the luxury car brand achieved 2,840,316 views throughout the Chinese and overseas channels during two month.

Brand: Porche | Sector: Luxury, Automotive | Country: China | Objective: brand awareness, consideration and purchase | Agency/ Partner: Fred & Farid Shanghai | Format: Viral, Social Media, Weibo, YouTube, video

Continue reading "China digital marketing case study: Porsche ‘birthday song’ and piano game reaches millions" »

Spotify and Instagram marketing: Samuel Adams puts mobile first for new beer brand »

Beer brand Samuel Adams has put mobile at the centre of its latest ‘Cold Snap’ seasonal brew, using games, ads, Instagram, Spotify and Facebook to promote its launch. The campaign feautured audio ads on Spotify’s iPhone application with the brand’s “For the Love of Beer” slogan. The ads promote Cold Snap and consumers are encouraged to learn more about the beer by clicking though a full-page ad. The beer brand is also leveraging Instagram to promote Cold Snap through the hashtag #SamAdamsBeer. Tagged photos are showcased on the site, and clicking on one prompts a new browser window to open.

Brand: Samuel Adams | Sector: Retail | Country: USAl | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, Music, Instagram, Spotify, Mobile

Continue reading "Spotify and Instagram marketing: Samuel Adams puts mobile first for new beer brand" »

Twitter case study: How Samsung won the 2014 Oscars with a star-studded selfie »

At the 2014 Oscars, Samsung took the award for most talked about brand with a celebrity-packed selfie tweeted by host Ellen DeGeneres using a Galaxy Note 3 phone. This case study looks at how the electronics giant made full use of its sponsor status at the film ceremony, merging old-school celebrity endorsements with the latest digital technology to reach millions of people.

Watch this ad for the new Galaxy sS5 which aired during the ceremony:

Brand: Samsung | Sector: Mobile | Country: Global | Objective: brand awareness, consideration and purchase | Agency/ Partner: Starcom MediaVest | Format: Viral, Social Media, Twitter, TV, Mobile

Continue reading "Twitter case study: How Samsung won the 2014 Oscars with a star-studded selfie " »

Procter and Gamble Winter Olympics ad gets 17m views »

Procter & Gamble was the clear winner among sponsors of the 2014 Winter Olympics on YouTube, racking up 27 million views through the first week of the Games with videos including "Pick Them Back Up," which depicts the journey mothers and children go though on their way to sporting success.


Brand: P&G | Sector: FMCG | Country: Global | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, YouTube, Video

Continue reading "Procter and Gamble Winter Olympics ad gets 17m views " »

Video case study: David Beckham bares all in shoppable H&M superbowl TV ad »

Ahead of the 2014 SuperBowl Final, H&M let fans buy David Beckham’s range of underwear directly from their TV in a new interactive commercial. The Swedish clothes retailer offered viewers the chance to pick from alternative versions of the star performing some impressive stunts as he tries to get to safety in his signature briefs. Voting began ahead of the final and promoted nine pieces from the ex-footballer’s Spring range. The ad was preceded by a Twitter campaign where fans get to choose whether he bares all in the ad or not.

Brand: H&M | Sector: Clothing | Country: USA | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, Sport, YouTube, Video, TV

Continue reading "Video case study: David Beckham bares all in shoppable H&M superbowl TV ad" »

Social media case study: Garnier hijacks photoshop craze in China »

China is a lucrative market, but how can brands get themselves noticed on social media? This case study looks at how beauty brand Garnier managed to hijack a trending topic on Chinese social media, in order to maximize their product visibility with a very limited media budget.

Watch this video case study below:

Brand: Garnier | Sector: Health and Beauty | Country: China | Objective: brand awareness, consideration and purchase | Agency/ Partner: Fred & Farid Shanghai | Format: Viral, Social Media, Weibo

Continue reading "Social media case study: Garnier hijacks photoshop craze in China " »

Toblerone boosts sales 132% with national ‘Thank You’ day »

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Kraft Foods worked communications partner GeiserMaclang to create a ‘national thank you day’ in the Philippines to promote its Tobelerone confectionery brand. The campaign was a huge success which can be proved from the fact that official website generated nearly 500,000 hits and the Toblerone sales escalated 132%.

Brand: Toblerone | Sector: Food | Country: Philippines | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

Continue reading "Toblerone boosts sales 132% with national ‘Thank You’ day" »

Head and Shoulders dandruff stunt gets half a million views »

To mark Valentines Day 2014, shampoo brand Head & Shoulders partnered with Saatchi & Saatchi in the Philippines to run a hidden camera viral campaign, featuring young men a blind date with a lady (played by an actress) who has really bad dandruff. The campaign has attracted over 500,000 YouTube views so far, and has been featured in local media, including a talk show.

Brand: Head & Shoulders Sector: FMCG, Health and Beauty | Agency/Partner: Saatchi & Saatchi | Country: Philippines | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

Continue reading "Head and Shoulders dandruff stunt gets half a million views" »

Search case study: Hizon’s Catering boosts sales 50% with holistic digital campaign »

Hizon’s Catering, a local catering company in the Philippines, used the power of digital marketing, via the web, social, search and mobile, to improve its sales. This video shows how their target customer engages with their company at different phases in their wedding planning process.

Brand: Hizon | Sector: Travel, Hospitality | Country: Philippines | Objective: brand awareness, consideration and purchase | Format: Video, Social, Search, Mobile

Continue reading "Search case study: Hizon’s Catering boosts sales 50% with holistic digital campaign" »

Hobgoblin uses Twitter and Google Maps to connect drinkers around the globe »

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Bottled ale maker Hobgoblin has launched a Twitter and Google Maps mash-up to connect beer aficionados around the world. The move coincides with the growing popularity of craft beer and real ale among younger, tech-aware demographics. The application uses the Twitter API, enabling anyone enjoying a Hobgoblin beer to literally put themselves on the map, by simply publishing a geolocation-tagged tweet featuring the hashtag #Goblineers.

Brand: Hobgoblin | Sector: Food and Beverage, Alcohol | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Twitter, Mobile

Continue reading "Hobgoblin uses Twitter and Google Maps to connect drinkers around the globe" »

Search case study: LED Hut revamps site search to boost international appeal (and double sales) »

LED lighting provider LED Hut worked with site search firm SLI to drive relevant search results to its base of international customers. This case study looks at how the firm achieved a search convert at a rate 200% higher and spend double the amount in comparison to the site average.

Brand: LED Hut | Sector: FMCG, Consumer technology | Country: UK | Objective: brand awareness, consideration and purchase | Format: Search, Design

Continue reading "Search case study: LED Hut revamps site search to boost international appeal (and double sales) " »

Old Spice returns with ‘intervention’ prank websites »

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Old Spice has become famous for pioneering viral video ads, and its latest campaign sees the return of Isaiah Mustafa in a series of prank ads that look set to get consumers sharing in droves. Old Spice has designed 9 spoof pages advertising rather vain products, ranging from a muscle shirt that shapes flab into toned abs and a gold Bluetooth headset, which slowly morph into a video ‘intervention’ from Mustafa.

Brand: Old Spice | Sector: Health and Beauty, FMCG| Country: Global | Objective: brand awareness, consideration and purchase | Format: Social, Email, Video, Viral

Continue reading "Old Spice returns with ‘intervention’ prank websites" »

Devil Baby stunt terrorises New Yorkers to get 36m views »

How do you go about promoting a horror movie about a devil child? There are all the usual routes--TV ads, billboards, websites, trailers--but perhaps the best way to convey the spirit of the film is to actually scare the living hell out of people with an actual devil baby. Following on from the success of Carrie’s YouTube prank last year, the makers of 20th Century Fox’s latest horror movie ‘Devil’s Due’ have used a similar tactic to great effect- getting over 36m views in the process.

Brand: 20th Century Fox| Sector: Film | Country: US | Objective: brand awareness, consideration and purchase | Format: Video, Viral, Social

Continue reading "Devil Baby stunt terrorises New Yorkers to get 36m views" »

Axe gets serious with ‘Make Love Not War’ video »

In a surprise move, Axe has ditched its playboy image with a serious message for this year’s Super Bowl commercial slot to push its new ‘Peace’ fragrance.The brand, often known for inciting controversy in the gender wars, has issued a new 30-second Super Bowl spot—using the old 60s slogan "Make love. Not war" to push its latest product range. The "Make love. Not war" slogan appears at the end, along with the logo of the Peace One Day organization, which is a partner of the campaign. (Axe is giving $250,000 to the group and promoting it on its website and Facebook.) The hashtag is #KissForPeace.

Watch the extended ‘Call to Arms’ ad below:

Brand: Axe/ Lynx/Unilever | Sector: FMCG, Healthcare | Country: Global | Agency/Partner: BBH London / Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

Continue reading "Axe gets serious with ‘Make Love Not War’ video" »

Luxury retailer Avenue mobile strategy boosts transaction value 270% »

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Back in 2013, luxury online fashion retailer, Avenue 32, launched a multi-channel strategy, supporting young designers that are unable to invest in their own online presence to showcase their collections and expand their audience. This case study looks at how the firm managed to double mobile traffic with the average transaction value increasing by 270 per cent.

Brand: Avenue | Sector: Reatail, Clothing, ecommerce | Country: Global | Agency/Partner: Usablenet / Objective: brand awareness, consideration and purchase | Format: Mobile marketing

Continue reading "Luxury retailer Avenue mobile strategy boosts transaction value 270%" »

Search case study: How attribution modelling increased profit for Baby Supermall »

Baby Supermall recently worked with Google to run a targeted AdWords paid search campaign, targeting mothers. This video case study outlines how the baby retailer linked analytics to search with attribution modelling to generate tens of thousands of dollars in additional sales every week."

View the video case study below:

Brand: Baby Supermall | Sector: Ecommerce | Country: US | Objective: brand awareness, consideration and purchase | Format: Search, Analytics

Continue reading "Search case study: How attribution modelling increased profit for Baby Supermall" »

Suttons Seeds boosts conversions by 112% boosts ecomeerce via ‘learning’ search technology »

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Suttons Seeds worked with SLI to implement learning site search technology to help visitors find products they wanted. This case study looks at how the garden equipment and seeds supplier got a 112% higher conversion rate for site search users with learning search.


Brand: Suttons Seeds | Sector: FMCG, Household and Gardening | Country: UK | Agency/Partner: SLI | Objective: brand awareness, consideration and purchase | Format: Search, Design

Continue reading "Suttons Seeds boosts conversions by 112% boosts ecomeerce via ‘learning’ search technology" »

The fail trail: 15 worst digital marketing blunders of 2013 »

It’s true that a life without mistakes is a life not truly lived- but we can be sure the Kellogg’s marketing department could have lived without promising to feed hungry children in exchange for retweets. As 2013 draws to a close, we look as some of the biggest digital marketing fails of the year, from the horsemeat scandal and HMV’s live-blogged mass sackings to Facebook’s ‘Home’ flop and the Xbox ‘deal with it’ Twitter outburst. Read on, learn from the mistakes and hope your team doesn’t make the list in 2014….

Country: Global | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, social, Mobile, search

Continue reading "The fail trail: 15 worst digital marketing blunders of 2013 " »

Email marketing case study: Aviva gets 48% rise in quotes after ‘send more mail’ strategy »

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During 2013, Aviva overhauled its email marketing strategy with the help of Alchemy Worx. This case study looks at how the car insurance firm’s counter intuitive 'send more email' approach generated a 48 per cent rise in the number of quotes requested, as well as seeing a 4-fold increase in click-throughs.

Brand: Aviva | Sector: Financial/ Insurance | Country: UK | Agency/Partner: Alchemy Worx | Objective: brand awareness, consideration and purchase | Format: Email

Continue reading "Email marketing case study: Aviva gets 48% rise in quotes after ‘send more mail’ strategy" »

Social case study: Lays expands ‘Do Us A Flavour’ into year-long social media campaign »

Lay’s is running a second campaign for its crowdsourced “Do Us A Flavour” ads, this time incorporating Instagram and Twitter, as Pepsico’s crisp brand looks to boost its reach on smartphones and tablets.

Watch this case study from last year’s US campaign:

Brand: Lays/ Walkers/ PepsiCo | Sector: FMCG, Food | Country: US and UK | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, social, Mobile

Continue reading "Social case study: Lays expands ‘Do Us A Flavour’ into year-long social media campaign" »

Case study: Hermes tells social story to promote winter catalogue »

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Hermès launched a new Facebook video campaign to promote its winter catalogue. This case study highlights how the luxury clothing retailer used an engaging story told through social media to boost sales.

Brand: Axe/ Lynx/Unilever | Sector: FMCG, Healthcare | Country: Global | Agency/Partner: BBH London / Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

Continue reading "Case study: Hermes tells social story to promote winter catalogue" »

Case study: Jelly Belly boosts conversions 33% with site search »

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This case study highlights how confectionery firm Jelly Belly used SLI Systems to improve its user experience and profitability. By optimising site search and SEO, SLI helped Jelly Belly see a 33% increase in site conversions and a 10% increase in average order value. By using SLI’s customised search results pages and adding those links to email campaigns, Jelly Belly realised an 85% better open rate for emails.

Brand: Jelly Belly | Sector: FMCG, Food | Country: Global | Agency/Partner: SLI Systems | Objective: brand awareness, consideration and purchase | Format: Search

Continue reading "Case study: Jelly Belly boosts conversions 33% with site search" »

Case study: Landing page optimisation drives commercial value at easyJet »

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Personalising and testing the online customer experience can have lasting effects on customer engagement, conversion funnels and revenue. Moreover, in the competitive online travel sector, the effective marriage of a data-rich environment and powerful customer experience optimisation tools is helping travel companies provide customers with more personalised online journeys. This case study shows how airline Easyjet optimised its web presence in partnership with Maxymiyser attracting over 370 million visits in 2012.


Brand: EasyJet | Sector: Travel | Country: Global | Agency/Partner: Maxymiser | Objective: brand awareness, consideration and purchase | Format: Web design

Continue reading "Case study: Landing page optimisation drives commercial value at easyJet" »

How Samsung used video to become ‘social brand of the year’ »

Samsung has been named as the social brand of the year according to Unruly after amassing 7.3 million shares of its videos. The brand rose seven places from last year to take the top spot, while Geico came in second with 4.9 million shares, ahead of Dove at 4.5 million and Pepsi at four million. This case study looks at how Samsung made smart use of its video assets across YouTube and beyond.

Brand: Samsung | Sector: Electronics | Country: Global| Objective: brand awareness, consideration and purchase | Format: Social, Video, Vine, YouTube

Continue reading "How Samsung used video to become ‘social brand of the year’ " »

Top 25 virals of 2013: Dove, Lowes and Durex lead the way »

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Amid the Harlem Shakes, singing astronauts and twerking fails, 2013 was another bumper year for viral video marketing case studies.

From the emotionally powerful (Dove’s ‘Sketches’ and Skype’s ‘Born Friends’ ) to the downright dirty (Durex’s ‘Fundawear’ and Kmart’s ‘Ship My Pants’) there’s been a wealth of great online marketing ads that got people sharing in droves.

This year also saw the debut of Twitter’s Vine videos - with Lowes and Tide pioneering the 6-second format with smart and economical executions.

To round off the year, we’ve assembled our 25 favourite virals for your viewing pleasure…

Continue reading "Top 25 virals of 2013: Dove, Lowes and Durex lead the way" »

Video case study: Fyffes turns bananas into comic strips »

With the help of an innovative laser-print technique, Fyffes managed to print six different comics on banana skins. This case study looks at how the fruit brand managed to get kids to ditch sweets for bananas.

Brand: Ffyfes | Sector: Food | Country: Global | Objective: brand awareness, consideration and purchase | Format: Video, YouTube

Continue reading "Video case study: Fyffes turns bananas into comic strips" »

Video case study: How John Lewis learned to make the nation cry… and buy »

With the latest John Lewis' Christmas ad hitting both TV and YouTube over the weekend, just how did the retailer manage to achieve such high-profile anticipation and social media comment for a seasonal campaign? This case study from the Institute of Practitioners in Advertising (IPA) interviews some to the people behind the previous festive campaigns to see how the department store chain managed to eclipse rivals such as Marks and Spencer and Debenhams to position itself as the premier shopping destination for Christmas in the UK.

Brand: John Lewis | Sector: Retail | Country: UK | Objective: brand awareness, consideration and purchase | Format: Video, YouTube

Continue reading "Video case study: How John Lewis learned to make the nation cry… and buy" »

Mobile-optimised campaign drives 2,370% increase in traffic to Debenhams ‘Beauty Club Awards’ »

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The third annual Debenhams Beauty Club Awards received a 2,370% increase in traffic due to a mobile-optimised campaign, resulting in a record 5,000 new signups the retailer’s loyalty card. This case study looks into how the retail, working with agency Steel London, made smart use of mobile to get people clicking.

Brand: Debenhams | Sector: Retail, Clothing | Country: UK | Objective: brand awareness, consideration and purchase | Format: Design, Mobile

Continue reading "Mobile-optimised campaign drives 2,370% increase in traffic to Debenhams ‘Beauty Club Awards’" »

Web design case study: T.M. Lewin mens suit sales jump 70% after site revamp »

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T.M.Lewin, the apparel brand, has seen a dramatic increase in revenue in its men’s suit category following a website revamp by eCommera, the decision intelligent commerce company. The focus of the revamp was influenced by eCommera’s online decision intelligence tool DynamicAction.

Continue reading "Web design case study: T.M. Lewin mens suit sales jump 70% after site revamp" »

Persil targets digital mums with ‘mighty’ personalised stories for kids »

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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.

Brand: Persil | Sector: FMCG, Household, Electronics | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Mobile, Video, Content

Continue reading "Persil targets digital mums with ‘mighty’ personalised stories for kids" »

Van Damme gets 25m views in 1 week with Volvo trucks stunt »

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.

Brand: Volvo | Sector: Automotive | Country: Globa l| Objective: brand awareness, consideration and purchase | Format: Video, YouTube

Continue reading "Van Damme gets 25m views in 1 week with Volvo trucks stunt" »

Skype tear-jerker chronicles unique friendship forged by video chat »

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.

Brand: Microsoft, Skype | Sector: Digital | Country: Global | Objective: brand awareness, consideration and purchase | Format: Video, Social

Continue reading "Skype tear-jerker chronicles unique friendship forged by video chat" »

Video case study: Lionel Messi takes on aliens in Samsung's intergalactic soccer match »

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’.

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