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.

Social media case study: Swarovski ‘pocket journal’ records travel memories online »

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

Continue reading "Social media case study: Swarovski ‘pocket journal’ records travel memories online" »

Snickers ‘misspelling’ search keyword campaign reaches 500,000 people in 3 days »

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

Continue reading "Snickers ‘misspelling’ search keyword campaign reaches 500,000 people in 3 days" »

Kellogg's Krave 'Tweet When U Eat' campaign boosts audience engagement »

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

Continue reading "Kellogg's Krave 'Tweet When U Eat' campaign boosts audience engagement" »

Heineken’s YouTube series ‘Dropped’ handcuffs odd couples together »

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

Continue reading "Heineken’s YouTube series ‘Dropped’ handcuffs odd couples together" »

How Ryan Gosling, Dove and Space Oddity went viral: Twitter hunts for formula to web success »

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

Continue reading "How Ryan Gosling, Dove and Space Oddity went viral: Twitter hunts for formula to web success" »

Tour De France champions Team Sky tracks social media success »

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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

Continue reading "Tour De France champions Team Sky tracks social media success " »

Video case study: Purina generates puppy love as dog food ad gets 2m views »

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

Continue reading "Video case study: Purina generates puppy love as dog food ad gets 2m views " »

Case Study: How five brands have used Microsoft Windows 8 »

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

Continue reading "Case Study: How five brands have used Microsoft Windows 8 " »

Case study: V Energy ‘robbery’ game gets 12% increase in sales »

Earlier this year, V Energy launched an online game in New Zealand inviting customers to steal their share of the $100,000 prize pool from each other. This case study looks at how the energy drinks band increase Facebook engagement 174% and sales 12% through this innovative (and risque) social gaming campaign.

View the video case study below:

Brand: V Energy | Sector: FMCG, Food and Beverage | Country: New Zealand | Partner/agency: Frucor Beverages and Colenso BBDO NZ | Objective: brand awareness, consideration and purchase | Format: social, gaming

Continue reading "Case study: V Energy ‘robbery’ game gets 12% increase in sales" »

IKEA catalogue puts virtual furniture in users’ living rooms »

This year’s IKEA catalogue comes with an augmented reality twist, giving users the ability to place virtual furniture in their own home with the help of a smartphone app. The service works by users scanning selected pages in the 2014 printed IKEA catalogue with the IKEA catalogue application (available for iOS and Android) or by browsing the pages in the digital 2014 IKEA catalogue on a smartphone or tablet. The company's playful video demonstrates a few other things you could do with the app.

Brand: IKEA | Sector: Homewares, Retail | Country: UK | Objective: brand awareness, consideration and purchase | Format: Mobile, Print, App

Continue reading "IKEA catalogue puts virtual furniture in users’ living rooms" »

Lynx debuts holiday dating app to 'Get Le Girl' »

In summer 2013, Lynx launched a humorous dating app to help young men charm women and compete with their friends while on holiday. The Unilever-owned brand created the app, called Get le girl, to assist young men on their quest to meet women while on holiday. The app includes chat up line translations created to help guys master the native tongue and impress local girls.

Brand: Lynx/Axe | Sector: FMCG Healthcare | Country: UK | Partner/agency: TMW | Objective: brand awareness, consideration and purchase | Format: Mobile, app

Continue reading "Lynx debuts holiday dating app to 'Get Le Girl'" »

Search case study: Tatu Couture gets 250% sale increase with low-cost PPC ads »

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Luxury Lingerie brand Tatu Couture hired agency Tonica to boost its profile and sales in the UK market. This case study looks at how the firm used targeted ads on Google, Facebook and their own properties to maximise reach while keeping costs down.

Brand: Tatu Couture | Sector: Luxury, Clothing | Country: UK | Partner/agency: Tonica | Objective: brand awareness, consideration and purchase | Format: search, social

Continue reading "Search case study: Tatu Couture gets 250% sale increase with low-cost PPC ads" »

Mobile case study: Lancôme Perfume gets 75% click-through with Emma Watson ad »

Back in 2011, Lancôme, a globally recognized beauty brand, wanted to promote its latest perfume “Midnight Rose” to women, as well as drive attendance to the soft-launch event. This case study highlights how the luxury brand used mobile to target its key demographic, getting a 75% click through rate as a result.

Brand: Lancome | Sector: Luxury | Country: Global | Partner/agency: InMobi | Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube

Continue reading "Mobile case study: Lancôme Perfume gets 75% click-through with Emma Watson ad" »

Video case study: Hermès creates ‘digital jewellery symphony’ »

In 2012, French leather goods and scarves maker Hermès ran digital campaign with a symphonic video inspired by the brand’s new silver jewellery collection.

Brand: Hermes | Sector: Luxury | Country: France | Partner/agency: United Visual Artists| Objective: brand awareness, consideration and purchase | Format: Video

Continue reading "Video case study: Hermès creates ‘digital jewellery symphony’" »

Social media case study: Swarovski invites users to ‘Kingdom of Jewels’ »

How can a luxury brand make branded entertainment enhance the coolness of its brand across communication channels? This case study from Moxie, Swarosvki and Brisa Roché looks at how the ‘Kingdom of Jewels’ digital campaign helped launch a new collection.

Brand: Swarovski | Sector: Luxury | Country: Global | Partner/agency: Moxie | Objective: brand awareness, consideration and purchase | Format: Social media, Video

Continue reading "Social media case study: Swarovski invites users to ‘Kingdom of Jewels’" »

Search case study: TAG Heuer SEO boost gets half a million extra visits »

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In early 2012, TAG Heuer implemented DLG’s Search Engine Optimization (SEO) recommendations to boost its traffic from both branded (“TAG Heuer watches”) and generic (“luxury watches”) keywords. This case study shows how the luxury watch maker received over 500,000 visitors from non-branded searches (and saved £213,000 in paid search fees in the process).

Brand: TAG Heuer | Sector: Luxury | Country: Global | Partner/agency: Digital Luxury Group | Objective: brand awareness, consideration and purchase | Format: SEO, search

Continue reading "Search case study: TAG Heuer SEO boost gets half a million extra visits " »

Social media case study: Burberry encourages customer participation with ‘Art of Trench’ »

Back in 2009, Burberry made the leap to social media with The Art of Trench’ an innovative micro-site that encouraged user-generated content. Users were encouraged to upload photos of themselves in their trench coats and can browse and comment on photos from all around the world. This case study looks at how the luxury capitalised on the new medium without eroding the exclusive, aspirational qualities that are core to the world of luxury.

Brand: Burberry | Sector: Luxury | Country: UK | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media

Continue reading "Social media case study: Burberry encourages customer participation with ‘Art of Trench’" »

Rolex amplifies 30-year Wimbledon sponsorship with digital content »

Swiss watchmaker Rolex amplified its 30-year sponsorship of Wimbledon with a raft of digital content based around the world’s most famous tennis competition. This case study showed how Rolex used a ‘scorecard’ Facebook app, Twitter hashtags and video content to deeply embed its brand into the event experience.

Brand: Rolex | Sector: Luxury, Clothing| Country: UK | Objective: brand awareness, consideration and purchase | Format: Video, Social media

Continue reading "Rolex amplifies 30-year Wimbledon sponsorship with digital content " »

Case study: Mercedes-Benz Tweet Race gets 2m YouTube views »

Back in February 2013, Mercedes-Benz used Tweet-powered cars to compete in the world’s first social media road race. This case study looks at how the luxury car maker made smart use of social platforms and video content to generate 25 million brand related Tweets and 2 million YouTube views.

Mercedes-Benz Tweet Race from thepixel on Vimeo.

Brand: Mercedes-Benz | Sector: Automotive | Country: US | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media

Continue reading "Case study: Mercedes-Benz Tweet Race gets 2m YouTube views" »

Royal baby and online marketing: How 10 brands newsjacked the birth of Prince George »

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This month the world's media focused on one couple and one baby - attracting hundreds of millions of consumers, to thousands of high traffic pieces of content. Smart brands leapt at the opportunity creating branded content and tactical media buys. This case study highlights some of the strongest approaches from marketers capitalising on Prince George's arrival: from Magnum to Oreo, Pampers to Coke. It's a great illustration of what's possible when you apply the Digital Acceleration Programme training - strong digital ecosystems let brands unlock leaps in reach and effectiveness, making any big cultural event an easy way to share your brand's point of view.

Sector: FMCG, Food and beverage | Country: UK | Objective: brand awareness, consideration and purchase | Format: Outdoor, Video, YouTube, Viral, Social media, Twitter, Facebook

Continue reading "Royal baby and online marketing: How 10 brands newsjacked the birth of Prince George" »

Pepsi mobile competition challenges users to ‘move like Beyonce’ »

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Pepsi invited fans to submit dance moves via 10-second mobile videos, offering the chance to appear in a video with the singer herself in New York, as the drinks brand looks to increase its reach to mobile users. The soft drink giant’s new summer initiative integrates with the brand’s current TV commercial featuring Beyonce to add a promotional element to its video efforts.
Pepsi’s campaign points to the growing interest from brands to incorporate user-generated mobile video to engage with consumers.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: US |Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube, Viral, Social media

Continue reading "Pepsi mobile competition challenges users to ‘move like Beyonce’" »

Pepsi Max levitation stunt gets 3m YouTube views »

Pepsi Max worked with British magician to produce this head-scraching levitation stunt on top of a London double decker bus- getting nearly 3 million YouTube views and plenty of press attention in the process. Working with Pepsi Max and agency Arnold KLP, Dynamo asks us to "Take a moment, and look at things with a different perspective". He then takes his own advice and proceeds to float alongside an iconic double-decker. The spot also makes clever use of technology. Dynamo brings his smartphone along to record his POV, while the camera focuses on the snap-happy crowd. Attaching the hashtag #LiveForNow was also a smart move.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: UK | Partner/agency: Arnold KLP | Objective: brand awareness, consideration and purchase | Format: Outdoor, Video, YouTube, Viral, Social media

Continue reading "Pepsi Max levitation stunt gets 3m YouTube views" »

Coca-Cola unites Pakistani and Indian consumers via ‘Small World Machines’ »

Coca-Cola’s latest online video campaign taking Cannes by storm featured a ‘Small World Machine’, linking Indians and Pakistanis via a live communications portal- getting 1.5 million YouTube views in the process. The viral, created by Leo Burnett Sydney for Coca-Cola, placed two camera equipped Coke vending machines set up in Lahore and Delhi. The film features Indians and Pakistanis interacting with each other, via the machine. Despite sharing historical and cultural links, the borders of India and Pakistan are divided by barbed wire with both nations sharing mutual hostility and suspicion. This ad from Coca-Cola aimed to break down these barriers with new technology to share common interests in a fun way. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: India, Pakistan | Partner/agency: Leo Burnett Sydney | Objective: brand awareness, consideration and purchase | Format: Mobile, Outdoor, Video, YouTube

Continue reading "Coca-Cola unites Pakistani and Indian consumers via ‘Small World Machines’" »

Email case study: Boden revamps data strategies for customer acquisition and email targeting »

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UK fashion retailer Boden worked with Experian to better understand the data that sits at the core of its online business and revamp the way they use it - both in digital and offline format. Through smart use of customer databases Boden improved its direct mail offering and found ways to beter target and segment its customer database.

Read the full case study here


Brand: Boen | Sector: Clothing, retail | Country: US | Partner/agency: Experian ChetahMail | Objective: brand awareness, consideration and purchase | Format: Email

Continue reading "Email case study: Boden revamps data strategies for customer acquisition and email targeting " »

Skype case study: Vans lets callers design skate park together »

Vans is a brand known for youthful and creative self-expression. Working with Vans and Rooster Worldwide, Microsoft built a concept campaign on Skype that takes advantage of Skype’s unique ability to connect people in rich ways. The concept would give two Skype callers the ability to simultaneously design a Vans-branded skateboard park while they’re on a Skype video call together. As a reward, the Skype callers are taken on a video ride of their park with a Vans Pro skater. The park also becomes a landing page for Vans to merchandise its latest shoes and show video recaps of Vans Pros in action. Skype users could then share the Vans content and videos with their friends.

Brand: Vans | Sector: Clothing and Footwear | Country: US | Partner/agency: Microsoft/ Rooster Worldwide| Objective: brand awareness, consideration and purchase | Format: Skype

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