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.

Oscar Mayer’s ‘hilarious honest old guy’ links mobile and video to build brand engagement »

Oscar Mayer’s latest app lets users create their own commercials centred around “Grandpa Frank.” This mobile video case study looks at how the Kraft brand created consumer engagement and brand loyalty through new technology. Frank fans are invited to create their own films by uploading their own mobile video footage, inserting “Frankisms”, and sharing their own web-optimised commercials under the hashtag #TransparentGrandpa until June 13. Oscar Mayer will select its favourite Frank footage to feature on the company's Facebook, Twitter, and YouTube channels. The firm is promoting the campaign via its social channels as well as through digital media buys, including mobile inventory.

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Brand: Oscar Mayer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

Continue reading "Oscar Mayer’s ‘hilarious honest old guy’ links mobile and video to build brand engagement" »

Malaysia Tourism uses a multi-platform BBC campaign to boost favourability »

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Tourism Malaysia used a multi-platform BBC campaign to boost favourability towards the country as a tourist destination. The campaign used four commercial films exploring different elements of the country’s appeal. These were on BBC World News and bbc.com delivered these to an audience of upmarket, affluent, frequent flyers, with additional support through print advertising in Lonely Planet magazine. The campaign resulted in 124% uplift in favourability among those exposed to the advertising versus those who were not exposed to the advertising. “The BBC is a perfect platform to reach out to our key audiences.”- Abdul Khani Daud, Director, Advertising Division, Tourism Malaysia

Malaysia BBC case study | Digital marketing case study (PDF)

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Brand: Malaysia | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

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South Africa Tourism works with BBC worldwide to boost visits »

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South Africa used BBC sponsorship to drive consideration amongst adventurous travellers. The South African Tourism created a series of commercial films and reached affluent, frequent flyers through BBC World News (including sponsorship of Sport Today’s World Cup coverage) and It’s Possible South African Tourism advertising on bbc.com.

Additional support for the campaign came through print advertising in Lonely Planet magazine and a dedicated microsite, which housed the films and provided extended content and competitions. The campaign delivered 26.5 million ad impressions and 48% uplift in recall amongst those exposed to the ads on BBC platforms. Users from over 200 countries and territories visited the South African Tourism microsite.

Digital marketing case study (PDF)

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Brand: South Africa | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC sponsorship |

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InterContinental BBC Worldwide campaign goes mobile to create brand awareness and favourability »

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InterContinental used BBC sponsorship to reinforce InterContinental Hotel’s & Resorts’ reputation for local expertise, creating brand awareness and favourability in the process. The five-part sponsorship supported by a dedicated section on bbc.com and a splash page BBC Mobile. The campaign resulted in 47% of those exposed to the InterContinental planned to stay with InterContinental over the next 12 months, a 38% increase over those who had not seen the ads on BBC platforms.

Video advertising case study | Digital marketing case study (PDF)

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Brand: InterContinental | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

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How MTN used banner advertising to create brand awareness and favourability »

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MTN used BBC sponsorship to boost brand awareness and favourability. The communications company used sponsorship on BBC world news and World Cup ads across Africa and the Middle East. The campaign resulted in 97% brand favourability from those who saw the ads on BBC platforms. “Creative and collaborative from the start, BBC Advertising delivered the ideal view of Cyprus to attract our target audience.”- Phoebe Katsouris, Director General, Cyprus Tourism

Digital marketing case study (PDF)

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Brand: Cyprus | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

How Airbus used banner advertising to create brand awareness and favourability »

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Airbus used BBC campaign to create awareness of the Airbus A380. The campaign had a one-day global takeover of key sections on bbc.com was to maximise the impact of Airbus’ advertising budget and maximising the opportunity represented by the Dubai Airshow. The online advertising campaign on bbc.com delivered 25 million page impressions in just 24 hour, helping to create brand awareness and favourability.

Digital marketing case study (PDF)

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Brand: Airbus| Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

Video case study: Volkswagen's '5 second YouTube ad' sparks consumer curiosity »

Volkswagen used YouTube video ads in a smart and fun way to create curiosity amongst viewers and lead them to engage with the brand. The ad was short and fast that the viewer could not skip and would be curious to know more about the advert. This was supported with an InVideo banner redirecting the viewer to the new Golf GTI’s website. The YouTube 5 second wait to skip ad turned around as a benefit by the brand and created the fastest ad on YouTube to create curiosity.

Watch the video case study below:

Volkswagen Golf GTI - "Click if you can" case from DDB España on Vimeo.

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Brand: Volkswagen| Sector: Automobile | Objective: build brand engagement | Format: YouTube advertising | Agency: DDB Spain

Maes Facebook 'name change' campaign engages consumers and boost sales »

Maes Beer used its brand name and a common surname in Belgium to attract people to get a free barrel of beer. The brand used various advertising formats to make people aware they could avail a free barrel of Maes beer if they were a 'Maes' themselves on the brand’s Facebook page. Participants could also get the free barrel by changing their Facebook name to Maes. The campaign resulted in the Maes name gaining popularity, with 7,000 new family members turning Maes into the biggest family in Belgium. FB App attracted 500,000 people in 6 weeks and added 75,000 fans in 1 day. It also resulted in being in the 6% most active Facebook pages in the world.

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Brand: Maes| Sector: FMCG, Food and Beverage | Objective: build brand engagement | Format: FB page and free beer | Agency: TBWA Brussles

How Days Inn used location-based targetting to create increase bookings »

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Days Inn used location based targeted ads to increase room stay across their 60 plus hotels nationwide and continue with their innovative mobile marketing strategy. Days Inn Business Alliance Hotels, part of the Wyndham Hotel Group, used search-based location targeted advertising via the mobile application. Any user searching for specific hotel, accommodation or related keywords was able to view a Days Inn advertisement for 15% off a 2 night stay. After the user clicked on the ad, they were taken to a banner ad that provided a click to call or click to web to make a reservation. The campaign received over 5% click through rate and 13% click to call as well as 16% click to web. In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.

Mobile marketing case study

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Brand: Days Inn| Sector: Travel & Tourism | Objective: increase bookings| Format: Mobile marketing| Agency: Ping Mobile & Multiplied Media

Harley-Davisdson fosters brand loyalty through mobile discounts »

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Motorcycle tour company Route 66 Harley-Davidson created a 'mobile club' to promote its discounts and foster brand loyalty. The company used a social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20% discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower. The dealership had significant increase in sales of the specific items discounted during the campaign period. High-dollar items also saw increased sales. On sale T-shirts purchased on T-shirt Day was over 250% more than a normal day, on Leather Jacket Day, seven leather jackets were sold at the 20% discount, representing a 16% increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic.

Mobile case study

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Brand: Route 66 Harley-Davidson| Sector: Automobile | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: December 12 – 24, 2011

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Oklahoma Lottery mixes social and mobile to drive sales »

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Back in 2010, the Oklahoma Lottery used traditional and social media to build a 'mobile VIP club'. The company used a social media campaign, to create brand awareness and drive sales. The campaign offered a chance to win $100 a day for 30 days by texting in and joining the Oklahoma Lottery Mobile VIP Club. They kept their audience aware of the ongoing promotion by posting winners on their Facebook page as well as their own website. The Oklahoma Lottery campaign amassed almost 13,000 people in the mobile club in one month. One week after the $100-a-day promotion ended the Oklahoma Lottery launched their new iPhone application. A mobile alert was sent to their newly created mobile club to invite everyone to download the new app. They received 667 click-throughs from the text alert the first day.

Mobile marketing case study

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Brand: Oklahoma Lottery| Sector: Entertainment | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: September 7th –October 6th, 2010


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Case study: AXE grants Facebook fans with 'multiple girlfriends' »

Back in 2011, mens deodorant brand Axe ran a Facebook app campaign in Tunisia that let users update their relationship status with multiple fake girlfriends. This video case study looks at how Axe managed to stay on brand and engage customers in a smart and funny way.

View the video case study below:

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Brand: Unilever, Axe/ Lynx | Sector: FMCG, Healthcare | Country: Tunisia | Objective: Build brand engagement, drive sales | Agency/partner: Ogilvy Tunisia | Format: Social Media, Video, Facebook, App, Mobile

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Video case study: IKEA tells ‘kitchen stories’ with multiple viewpoints »

This campaign from IKEA Russia allowed consumers to take part in a ‘kitchen story’ and experience their kitchens. At any point, users could switch between the viewpoints of any of the characters featured while the story is being played out. The campaign was a success as over 540,000 kitchen solutions were discovered during the first three months of going live.

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Brand: Ikea | Sector: Housewares, FMCG | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; Instinct/BBDO | Format: Social Media, Video

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Case study: Persil 'Garden of Freshness' game drives brand engagement »

Is the internet the right medium to advertise a low involvement product like laundry detergent? This slide presentation case study from Alexandra Zadoya from OMD Russia looks at how a Persil campaign in Russia used social gaming in innovative ways to drive brand engagement and sales.

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Brand: Persil | Sector: FMCG, Household goods | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; OMD Russia | Format: Social Media, Gaming, Display

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Video case study: M&M's 'Love Triangle' social story gets 2 millions fans »

Back in 2011, confectionary brand Mars ran a three month social media campaign in Russia, centred around a love triangle between their iconic M&M’s characters. This video case study looks at how the campaign attracted millions of fans and sales support.

Watch a video case study of the campaign here:

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Brand: Mars M&M's | Sector: FMCG, Food | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; BBDO | Format: Social Media, Video

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Charity case study: Torrent Your Blood Campaign »

The Blood Transfusion Service in Russia wanted a digital project that could connect with people in a different kind of way, and what agency SmartNewSolutions came up with was a “Torrent” project, with a twist. In this campaign, the act of torrenting is in some ways similar to the sharing of blood, sometimes you give, sometimes you get. The Torrent Your Blood Campaign launched as a short film, complete with microsite, trailers and social to promote it, the catch was, you could only get it via a torrent.

Watch the video case study below:

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Brand: Blood Transfusion Service | Sector: Charity | Country: Russia | Objective: Build brand engagement, drive donations | Agency/partner; SmartNewSolutions | Format: Social, Display advertising, Video

Case study: Multivariate testing lets Clarks walk in customers’ shoes »

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Back in 2010, Clarks partnered Maxymiser to work on their online optimisation strategy. This case study looks at how, the shoe retailer used customer insight and testing to get a 4.2% uplift in conversion and 900% increase in newsletter sign ups. The success of their optimisation strategy is reflected in the number of multivariate tests Clarks has conducted. To date, the company has run around 36 major tests, each delivering incremental improvements. As familiarity with testing has matured, the nature of the tests has become more ambitious. Clarks’ most recent test has 160 variants.

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Brand: Clarks | Sector: Retail | Country: UK | Objective: Build brand engagement, drive sales | Agency/partner; Maxymiser | Format: Email, Display advertising, Multivariate testing

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The most annoying ads on the internet (infographic) »

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Online advertising is soaring worldwide, but some formats work better than others to get the message across to consumers. This US-based infographic from InsightsOne looks at those ads that cause the most irritation- and the negative impact on the brands behind them.

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Brand: Insights One | Objective: Build brand engagment, drive sales | Format: Email, Social Media, Display Advertising

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UK Government site wins 2013 Design of the Year Award »

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British government site GOV.UK has won the overall design award for the 2013 London Design Museum Design Awards, and was also selected as winner of the digital category. The site, a replacement for Direct.gov, lets UK citizens manage and search data related to government services. Ben Terrett, Head of Design at the Government Digital Service said the service was built on ten design principles, the most important being focusing on user need.

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Brand: UK Government | Sector: Government | Country: UK | Objective: Build brand enagagment | Format: Web Design

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Zuckerberg (and goat) star in Facebook Home launch ad »

Facebook Home is the social network’s boldest mobile move yet- so much so that founder Mark Zuckerberg himself is starring in one of the launch ads (alongside a screaming goat naturally). The ad smartly demonstrates how Facebook Home introduces a fun new experience to Android devices, and also gives us a short glimpse behind the Facebook curtain. The ad was shot on location at Facebook's Menlo Park, California campus, and the people in it are members of the actual product team behind Facebook Home.

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Brand: Facebook | Sector: Social Media, Mobile | Country: US | Objective: Build brand enagagment | Format: YouTube, Vixdeo

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Case study: Interactive landing pages boost Mobster mobile ad conversions by 58% »

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Mobile content entertainment company, Mobster was seeking new ways to boost mobile profitability and to increase the number of new subscribers for its mobile apps. It engaged ad network DMG (DSNR Media Group) to drive improved performance for online advertising in the Dutch market. This case study shows how the optimised ad targeting resulted in a 194% increase in conversions.

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Brand: Mobster | Sector: Mobile | Country: UK | Agency/partner: DMG | Objective: Build brand enagagment, drive sales | Format: Mobile ads

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Twitter fail: Microsoft director leaves after Xbox 'deal with it' outburst »

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In April 2013, Microsoft Creative Director Adam Orth resigned after posting flippant remarks on Twitter over the Xbox 720’s controversial 'always-online' rumours, telling frustrated customers to ‘deal with it”. The tweets caused outrage among internet users and Xbox fans alike, doing the rounds on several popular message boards such as Reddit. Now it has emerged that Orth has left the company.


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Brand: Microsoft Xbox | Sector: Gaming | Country: US | Objective: Build brand enagagment, drive sales | Format: Twitter, Social Media, CRM

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Case study: Barnardo’s gets 17% rise in online donations after web revamp »

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Back in 2011, Barnardo’s website was attracting visitors, but few were completing their online donation journey by reaching the donate page. Working with Nomensa, the children’s charity used a combination of technology, innovation and audience analysis to optimise the donation process. This case study shows how Barnado’s generated a 17% increase in donations.

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Brand: Barnardos | Sector: Charity | Country: UK | Objective: Build brand enagagement, drive donations | | Agency/ Partner; Nomensa | Format: Web design, audience analysis, CRM

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Search case study: MoneySupermarket ads blocked from Google after AdWords breach »

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In April 2013, Finance site MoneySupermarket.com saw its search ads pulled from Google's search results due to a ‘lack of transparency’ over its payday loan adverts. Google pulled all paid search ads run by MoneySupermarket.com as part of a crackdown on payday loan vendors that disregard AdWords’ policies. The ads were down for over 24 hours before the issues were rectified by MoneySupermarket. The move also saw MoneySupermarket ads for car and home insurance removed from the rankings for 24 hours.

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Brand: MoneySupermarket.com | Sector: Finance | Country: UK | Objective: Build brand enagagement, drive sales |Format: Google, search, AdWords

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Basket abandonment case study: How mobile email can help »

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Re-targeting customers who have abandoned online shopping baskets has proven lucrative in recent years- with mobile email offering a new channel for conversion. This case study, from Affiliate Window, looks at how email re-targeting sales are being generated by mobile handsets.

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Brand: Ve Interactive | Sector: Publishing | Country: US/ Global | Objective: Build brand enagagement, drive sales | Agency/ partner: Affiliate Window | Format: Mobile, email

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