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.

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

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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

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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

Mercedes targets young drivers with internet star »

Mercedes-Benz USA was looking for a creative way to bridge the gap between the January announcement of the Mercedes CLA, a new model targeting a younger demographic, and the vehicle going on sale in September. To reach this audience, Mercedes engaged with director and social star Casey Neistat to create a series of films and a TV spot, which will air in the fall. To keep the CLA top of mind, Microsoft worked with Razorfish to create an engaging experience that takes advantage of how Casey is documenting his creative process using social platforms. This new execution seamlessly aggregates and arranges real-time content from multiple social channels (Instagram, Facebook and YouTube) to create an interactive, immersive and shareable narrative to keep consumers interested and engaged until the model is available in the fall.


Brand: Mercedes | Sector: Automotive | Country: US | Partner/agency: Microsoft/ Razorfish | Objective: brand awareness, consideration and purchase | Format: Social media, Publishing

Windows 8 case study: All Saints app recreates 'Byzantine banquet' »

This prototype created by BMB fuses the hip and edgy brand identity of All Saints clothing with the beautiful aesthetics of a traditional fashion shoot or TV spot. Within the Windows 8 app, the user is presented with a range of different perspectives on a decadent, Byzantine banqueting scene. On clicking, a full screen window opens up with 180 degree scrolling screen that reveals all of the bohemian guests – including artists and musicians – modelling items from the latest All Saints clothing range. The scene juxtaposes elegant photography in the foreground with a dark, lush background, oozing chic and style. For added cool, the sound effects follow the scrolling screen, moving from the left earphone to the right and vice-versa inline with the ad’s motion. ‘Hot spots’ – represented by All Saints’ skull logo – encourage deeper exploration and a path to purchase.


Brand: All Saints | Sector: Clothing | Country: US | Partner/agency: Microsoft/ BMB | Objective: brand awareness, consideration and purchase | Format: Windows 8, Mobile


Agency: BMB
Brand: All Saints
Publisher: Vice

Mobile case study: MasterCard runs location-based ads on Priceless Cities campaign »

The campaign allows cardholders to access curated dining, entertainment, travel and sport experiences. By collaborating with MasterCard and UM, Microsoft developed a Windows 8 in app solution designed to encourage consumers to tap into the Priceless website using their mobile devices. The unique experience leverages contextual data to ensure the Priceless offers are relevant and based on location, user input and the content within the app. Through the multi-touch ad unit, users can choose their customized Priceless Cities experience – before a full screen takeover allows for further exploration into their personal offers.

Brand: Mastercard | Sector: Finance | Country: US | Partner/agency: Microsoft/ UM | Objective: brand awareness, consideration and purchase | Format: Search, Bing

Dell Formula 1 game promotes social engagement »

Dell wanted to bring to life the many ways its supercomputers, storage technology and data management power the world around us. The company’s partnership with the Caterham Formula 1 racing team provides a compelling angle to tell Dell’s innovation story. Through this ad experience, consumers can virtually enter a 3D control room for the Caterham team. In the 360-degree control room, consumers can explore via touch, mouse or rotating their tablet and see how data effects the performance of the race car. Gameplay enhances the experience as users can adjust the race car’s ride height, rear wing angle and tire pressure, then test run the race track and share their results via their social networks.

Brand: Dell | Sector: Computing | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social Media

Cannes Lions integrated mobile social case study: Nike Running China’s #winagainsttheelements# wins Cannes Mobile Lions Bronze »

Nike is an iconic sportswear brand that leads the way in developing digitally driven, integrated marketing communications all around the world. So when they wanted to change Chinese runners behaviour and get them choosing their new winter range of Hyper products they knew where to start. Combining their social and mobile channels to great effect deliver a communal running challenge helped them achieve their goals. In this Cannes Lions mobile case study we show you why Nike continues to set the standard …

NIKE #WINAGAINSTTHEELEMENTS# from ThevotedSH on Vimeo.

Brand: Nike | Sector: Apparel, sportswear | Country: China | Objective: brand awareness, consideration and purchase | Format: Integrated campaign combining mobile and social
Video

Continue reading "Cannes Lions integrated mobile social case study: Nike Running China’s #winagainsttheelements# wins Cannes Mobile Lions Bronze" »

Cannes Lions online video case study: Dove’s Real Beauty Sketches online video wins Cannes Cyber Lions Gold »

Dove has been successfully engaging its female target audience with its ‘Campaign for Real Beauty’ for a number of years now. Through the use of innovative and integrated, multi-channel campaigns they have already amassed a significant following online. So to re-engage the audience in the debate, they needed some exceptional creativity and excellence in advertising communications. This latest activation of the brand communication idea, with one compelling 3 minute video at its heart, has surpasses all previous work and been their most successful yet. In this Cannes Lions online video case study we show you why…

Brand: Dove | Sector: FMCG, Personal care| Country: US and global | Objective: brand consideration and preference | Format: Video

Continue reading "Cannes Lions online video case study: Dove’s Real Beauty Sketches online video wins Cannes Cyber Lions Gold" »

Cannes Lions social media case study: Oreo’s ‘Daily Twist’ wins Cannes Cyber Lions Grand Prix »

Oreo is an iconic biscuit brand with leading edge digital platforms and a highly engaged fan base in Facebook. They developed a brilliant creative idea that combined the best of PR with social media and digital production to win a Cyber Lions Grand Prix, millions of new fans and hundreds of millions of new exposures. In this Cannes Lions social media case study we show you why…

Brand: Oreo | Sector: FMCG, Food and Beverage | Country: US and global | Objective: Brand awareness, brand favourability, brand equity | Format: PR and social media

Continue reading "Cannes Lions social media case study: Oreo’s ‘Daily Twist’ wins Cannes Cyber Lions Grand Prix" »

Skittles lets viewers ‘smash the rainbow’ with interactive YouTube ad »

Continuing its surreal marketing efforts, Skittles' latest YouTube video viral campaign lets viewers select items to smash- with bizarre results. The campaign, created by DDB Chicago, is part of the brand's long-running "Taste the Rainbow" positioning. The video centres on a boy at his grandmother's house, enticed by talking figurines to smash them in order to get Skittles (or other surprises). The tagline "Smash the Rainbow. Taste the Rainbow" appears on screen, before reverting back to the video asking viewers if they want "more smashing". Users are invited to click any one of the figurines shown on the table to see what happens when smashed.


Video case study: giffgaff shows caring side of zombies »

Mobile network giffgaff’s latest viral campaign depicts a zombie apocalypse… with a twist. Giffgaff is a mobile network run by its members, who are able to participate in the company's business, from customer service to sales to marketing. In return, they get remuneration through a system called "Payback." The new giffgaff ad, created by agency Fallon, shows the caring, sharing side of the undead. The ad concludes with the tagline ‘Don’t be Scared’- suggesting that some fears (for example switching to a lesser known, more unconventional mobile network) can be misplaced. Mobile network giffgaff premiered its three-minute film during the 10.15pm ad break on Channel 4, E4 and Film 4 last week.See the video below (warning: contains scenes of mild gore and random acts of kindness)...

Budweiser 'Buddy Cup' makes Facebook friends a toast away »

Budweiser's latest foray into digital marketing takes an old social custom of toasting with a beer glass- and gives it a modern twist. Created by Agencia Africa in partnership with Bolha, a digital innovation studio in Sao Paulo, the "Buddy Cup" connects to Facebook via a built-in chip. It instantly makes people friends on Facebook when they toast using the beer glass. The device is designed to enhance brand activation and increase the interaction between Budweiser consumers attending the brand's sponsored parties, concerts and festivals.

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Video case study: Evian's dancing babies return to get 45m YouTube views »

Evian has refreshed its hugely successful ‘Evian babies’ campaign, with a new viral video that matches dancing adults to their toddler counterparts. Supported by baby face-changing app, the ad has notched up over 45 million views on YouTube.The new ‘Baby & Me’ ad campaign from agency BETC was shot by We Are From LA through production company Iconoclast. This latest video sees Evian’s babies repeat the formula of previous babies videos to represent “your gleeful inner child,” but this time they want to dance with you.

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Facebook case study: Penguin India gets 7000+ event registrations in 2 weeks »

The case study details how AliveNow helped Penguin India garner over 7,400 registrations in a 2 week period for the 10-day gala event held in New Delhi. Spring Fever is one of Penguin India's flagship events attended by celebrities like Shobhaa De, Vikas Khanna, Ruskin Bond, Vikram Seth, Ramchandra Guha, etc, who interact with book enthusiasts, aspiring writers and literature lovers. Using various Facebook features like applications, ads and sponsored stories, Penguin India was able to increase awareness, engagement and registrations to the event.

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Case study: P&G ‘saves up to 25%’ of its digital ad budget with eye tracking technology »

P&G worked with eye-tracking technology firm Sticky to optimise its digital branding campaigns. This case study looks at how the consumer packaged goods giant saved up to 25% on some of its campaigns by ensuring the ads it paid for were seen by consumer online.

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Brand: P&G | Sector: FMCG, Food and Beverage | Country: UK | Agency/partner; Sticky, Eyetrackshop | Objective: brand awareness and favourability | Format: Media buying, Eye tracking, analytics|

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Case study: Digital retargeting campaign converts leads into sales »

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At the start of the year, a leading specialist insurer approached performance marketing company Clash Group for help driving requests for quotes and sales of their small business insurance across the States. This case study looks at how the retargeting digital campaign drove 29,000 individuals to click on the ad over three months.

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Sector: Financial, Insurance | Country: US | Agency/partner: Clash Group | Objective: brand awareness and favourability | Format: Media buying, Display |

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Email case Study: T.M. Lewin gets creative with Silverpop to boost ROI »

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Working with Silverpop, retailer T.M. Lewin used creative email campaigns to grow social media presence and increase ROI. This case study shows how combining shareworthy content and social-sharing links led to the promotion being shared by more than 4500 subscribers. Store revenue attributable to the campaign was impressive, and the marketing team were able to grow its mailing list by a considerable number. In addition, T.M.Lewin saw a 4 percent increase in Twitter activity, a 45 percent increase in Facebook “likes,” and a rise in the average Facebook engagement rate from 3% to a massive 37%.

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Brand: T.M. Lewin | Sector: Clothing, reatil | Country: UK | Agency/partner; Silverpop | Objective: brand awareness and favourability | Format: Email, social media|

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Mobile case study: Coca-Cola targets outdoor families with biggest mobile promotion yet »

Coca-Cola has embarked on its biggest summer promotion to, putting mobile and social at the core of its North American marketing this year to connect with consumers while outdoors. On the www.CokeSummer.com site, users can watch a minute-long video that highlights some of the ways that families can get active this summer. For example, the video features consumers hanging out at the beach with Coca-Cola products. “The goal of the cokesummer.com is to encourage consumers to pick up an ice-cold Coca-Cola and get out to enjoy summer,” said Deanna Lazzaroni, director of integrated marketing content at Coca-Cola North America, Atlanta.

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Brand: Coca-Cola | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, app |

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Case study: Easyroommate reduces customer calls by 75% with web self-service »

Flatshare site Easyroommate transformed its customer experience and productivity by deploying Eptica’s multichannel customer service platform across its email and web channels. This case study shows how customer service calls have reduced by 75%, email handling time by 58% and First Contact Resolution has increased to above 90%.

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Brand: Easyroommate | Sector: Property | Country: UK | Agency/partner; Eptica | Objective: Customer Relationship Management | Format: Multichannel customer service platform |

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Oreo augmented reality One Direction campaign brings product packages to life »

Mondelēz International and Nabisco's Oreo, Trident and Ritz are using augmented reality technology to promote their sponsorship of One Direction’s 2013 North American tour.
The augmented reality packaging features the band on more than 21 million specially-marked packages. Each experience can be unlocked by downloading the 1D VIP app, pointing the mobile device at the package and scanning it to reveal a message from One Direction. Fans can also download the free 1D VIP app at either the Apple or Google Play stores, snap a photo of their favorite snack package with a mobile device and unlock an exclusive experience featuring One Direction.

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Brand: Mondelēz International, Nabisco' | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, augmented reality |

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Mobile marketing case study: Del Monte gets seasonal with summer food ideas app »

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Del Monte is dispensing ideas for parents this summer via a mobile application ‘Springpad’. This mobile marketing case study looks at how the food brand is partnering a popular independent app to boost its reach to mums on the move. As part of the campaign, Del Monte created a notebook called “Garden Fresh Entertaining,” which includes seven different food and drink recipes that incorporate the brand’s fruit and vegetable products for summer. Once users find a Del Monte recipe that they like, they can save it to one of their notebooks to access later. The notebooks can be made either public or private. The recipes include step-by-step directions and a toggle that lets consumers choose if they want to make a recipe or if they have already made an item. If consumers have already cooked a recipe, they can enter a review of the item and can rate the recipe on a scale of five stars.

More on this case study…
Brand: Del Monte| Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

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Shopping app case study: Stouffer gets 2 million users with meal planner app »

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Stouffer’s new app lets customers plan their meals, providing recommendations and grocery lists for local stores based on their preferences. This shopping app case study looks at how the Frozen food brand managed to get 2 million families engaging with the brand through an app tailored for its core audience.The ‘Food on the Table’ app requires users’ to input their preferred food and dishes and the grocery stores they shop at. Then it will recommend dishes for the week with the potential to save money by listing the items on sale each week at your chosen grocery stores and recipes based on those sale items. The mobile app syncs up with the user’s account on the website.

More on this case study…
Brand: Stouffer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

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