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.

Baseball app gets 6 million users in 24 hours on ‘Opening Day’ relaunch »

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The official app for Major League Baseball got an update on the first day of the new US season- getting 6 million players accessing the tool within 24 hours. In March 2013, MLB announced that the At Bat app, which is available for iOS, Android and BlackBerry, was accessed 6 million times on Monday, the first day of baseball’s 2013 season. That’s double the amount of use the app saw on Opening Day 2012.

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Brand: Major League Baseball | Sector: Sport | Country: US/ Global | Objective: Build brand engagement, drive sales | Format: Mobile, apps, gaming

Continue reading "Baseball app gets 6 million users in 24 hours on ‘Opening Day’ relaunch " »

Are social media sales a myth? Coca-Cola claims no impact from online buzz »

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Social media’s ability to boost sales has come into question in March 2013, with one of the world’s biggest brands claiming that online buzz from the likes of Facebook and Twitter has little impact on brand sales. Revealed at Advertising Research Foundation's Re:think 2013 conference in New York, the study from Coca-Cola indicates that social media buzz has no measurable impact on short-term sales, but online display ads work.

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Brand: Coca-Cola | Sector: FMCG, Beverages | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: Facebook, Twitter, Social Media, YouTube, Video

Continue reading "Are social media sales a myth? Coca-Cola claims no impact from online buzz" »

How Audemars Piguet used banner advertising on iPad to launch a new range watches and create awareness »

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Audemars Piguet used the BBC News App for iPad and half-page ads on the broadcaster's News and Business homepages to promote the launch of its new Royal Oak Collection to 'high net worth' males. The luxury watchmaker used a geo-targeted campaign in Europe, Middle East and Asia together with New York, California and Florida in the USA to promote the launch of its new Royal Oak Collection and raise overall awareness of the Audemars Piguet brand amongst high net worth males.

Digital marketing case study (PDF)

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Brand: Audemars Piguet| Sector: Consumer Goods | Objective: brand awareness | Format: Banners ads for iPad |

Continue reading "How Audemars Piguet used banner advertising on iPad to launch a new range watches and create awareness" »

Video case study: Carlsberg spoofs Apple store hype in Cider ad »

Swapping electronic Apples for edible ones, this commercial from Carlsberg brand Somersby Cider has become a YouTube hit, racking up over 1 million views within a week and plenty of social media shares via a Facebook link. The company said the ad aimed to reflect Somersby's real apple credentials and a more balanced taste that will appeal to both men and women, who are equally represented in the ad.

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Brand: Carlsberg | Sector: FMCG, Alcohol, Beverages | Country: UK | Agency: Fold 7 | Objective: Build brand enagagement, drive sales | Format: Video, YouTube, TV

Continue reading "Video case study: Carlsberg spoofs Apple store hype in Cider ad" »

How Salvatore Ferragamo used banner advertising to create brand awareness and favourability »

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Salvatore Ferragamo used BBC online advertising to attract and engage at the launch of the new shoes range. The luxury brand for men reached out to its consumer with banner ads on BBC.com, at the weather and travel sections. They also used behavioural targeting aimed at socially-conscious audience interested in Science, Environment & Energy and Fashion & Luxury. The campaign resulted in 103% uplift in brand favourability from those who saw the ads on bbc.com compared with those who hadn’t seen any advertising. 86% of respondents who had seen the ads on bbc.com were familiar with the Ferragamo brand, an uplift of 62% from those who had not seen any advertising.

Digital marketing case study (PDF)

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Brand: Salvatore Ferragamo | Sector: Consumer Goods | Objective: brand awareness and favourability | Format: BBC Banner ads |

Continue reading "How Salvatore Ferragamo used banner advertising to create brand awareness and favourability" »

How L’Oreal used banner advertising on BBC to leverage the sponsorship of the Melbourne Grand Prix »

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L’Oreal used BBC banner ads on the Sports and News pages of bbc.com to leverage the brand’s sponsorship of the Melbourne Grand Prix alongside BBC coverage of the event. The campaign was targeted to male over 30 years and with BB was the right channel selection with the audience average age of 40 in Asia Pacific. The purpose of the campaign was to raise awareness of L’Oréal’s Melbourne Grand Prix sponsorship and drive traffic to the L’Oréal MenExpert site.

Digital marketing case study (PDF)

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Brand: L’Oreal| Sector: Consumer Goods | Objective: brand awareness | Format: Banners ads |
http://advertising.bbcworldwide.com/home/casestudies/compendium/l'oreal

Continue reading "How L’Oreal used banner advertising on BBC to leverage the sponsorship of the Melbourne Grand Prix " »

Nanigans app reaches no. 5 in Facebook charts with 'Install Ads' »

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Facebook advertising company Nanigans ran a Facebook mobile campaign for an e-commerce app developer during the holidays, moving the app’s rank in the Apple Store from 253rd to 5th in its category, with the use of Facebook’s mobile app install ads. The ads got an average clickthrough rate of 0.74 percent, reaching as high as 1.5 percent in core segments. The campaign cost $325,000, with daily spend surpassing $90,000 on multiple days. As a result of Nanigans’ campaign, the ecommerce app acquired more than 24,300 new installs in 10 days, with some days reaching more than 4,500 installs.

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Brand: Nanigans | Sector: Facebook | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: Facebook, Mobile, App, Gaming

Continue reading "Nanigans app reaches no. 5 in Facebook charts with 'Install Ads'" »

App case study: Reebok 'promise keeper' app helps motivate and engage consumers »

Reebok's ‘Promise Keeper’ app engaged users by providing real world benefit and told their social network all about it, and Reebok's trainers. The app they wanted to not only promote the ZigTech running shoe, but also ensure people didn't forget about it too quickly across Europe. The campaign was designed to generate conversation and target people who liked to keep fit, but who sometimes lacked the motivation to do so. This case study looks at how the sports brand generated a click-through rate of 14% of the website, 28% perceiving the Reebok app as their exercising partner and a high user loyalty with above 91% of registered users continuing to use the application since launch.

App case study

Continue reading "App case study: Reebok 'promise keeper' app helps motivate and engage consumers " »

Baby food brand Plum Baby gets 66% coupon redemption »

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Baby food brand Plum Baby faced the challenge of encouraging its audience to visit their Facebook page in order to grow their fan base. Coupons.com created an incentive-based coupon campaign that would ultimately increase the number of Facebook ‘likes’, whilst at the same time driving product trials. As a result, the brand saw a 66% redemption rate and completed the campaigns objective of increasing Facebook fans with a staggering 305% increase.

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Brand: Plum Baby | Sector: FMCG | Country: UK | Objective: Build brand enagagement, drive sales | Agency/ Partner: Coupons.com | Format: Facebook, Coupons, Social Media, Ecommerce

Continue reading "Baby food brand Plum Baby gets 66% coupon redemption" »

Video case study: Puma creates Olympic portal for Usain Bolt »

During the 2012 Olympics, PUMA created an entire brand environment for its customers to interact with both in person and remotely through live video content, with events and content timed around PUMA-sponsored Jamaican sprinter, Usain Bolt, and his epic performances in the 100 and 200 meters. Working with Brightcove, this video case study shows how the sports brand created engagnement and positive brand buzz during and after the games.

Puma Sports case study

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Brand: Puma | Sector: Sports, Clothing | Country: UK/ Global | Objective: Build brand enagagement, drive sales | Agency/ Partner: Brightcove | Format: Video

Mobile case study: Adidas “Light You Up” campaign »

Adidas ran this mobile campaign to promote its latest football boots. Mullen’s mediahub worked with Millennial Media to target users across multiple mobile platforms, inviting them to the Adidas’ “Light You Up” promotional light show. To cap off the event, footballer Lionel Messi joined everyone at New York City’s Penn Station. This is a great example of how location based targeting can be used with mobile video to reach local users with relative and time sensitive messages in order to drive foot traffic to an event. Banner ads engaged nearby users to click through to the landing page to see event information.

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Brand: Adidas | Sector: Sport, Clothing | Country: US | Objective: Build brand enagagement, drive sales | Agency/ Partner: Millenial Media | Format: Video, Live Event, Display Advertising, Outdoor

Continue reading "Mobile case study: Adidas “Light You Up” campaign" »

Nike gives youngsters chance to show off football skills online »

In June 2010, Nike sent out a call around the world: use Facebook to demonstrate your football skills and earn a pro contract at the Nike Academy. Nike’s ‘The Chance’ was a unique global talent search that gave amateur footballers the chance to prove themselves on an elite stage and take their game to the next level. More than 100,000 players from 55 countries around the world participated in Nike’s The Chance 2012, culminating in the best 100 participating in a global final at FC Barcelona’s famed youth academy. Nike broadcast all the action via Nike social channels to a global audience of millions.


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Brand: Nike | Sector: Clothing, Sports | Country: Global | Objective: Build brand enagagement, drive sales | Format: Facebook,Social Media, Outdoor, Live Event

Appliances Online boosts ROI with Google+ hangouts »

Online kitchen retailer Appliances Online, the used Google+ to widen engagement levels with customers including CTR and conversion rates on search advertising. The strategy implemented Google Hangouts, rich media, and Google+ circles to tailor message to key groups. This case study looks at how the face-to-face strategy boosted its paid search CTR’s 33% and 300 new followers per day on Google+.

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Brand: Appliances Online | Sector: FMCG | Country: UK | Objective: Build brand enagagement, drive sales | Agency/ Partner: Google | Format: Google+, IM, Video, YouTube, Social Media

Continue reading "Appliances Online boosts ROI with Google+ hangouts" »

Unilever increases brand awareness 24% with South East Asian games mobile push »

Unilever sponsored the 2011 SEA Games and worked with AdMob to create interactive mobile campaigns using "Rich Media Designs for Mobile". The campaign delivered great performance, with 646,000 clicks on brand banners and a 24% increased aided brand awareness & 29% increased brand favorability. This video case study shows how the brand managed to engage the home team Indonesia.


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Brand: Unilever | Sector: FMCG | Country: Indonesia | Objective: Build brand enagagement, drive sales | Agency/ Partner: AdMob/ Mindshare | Format: Mobile, Outdoor, Display Advertising

Continue reading "Unilever increases brand awareness 24% with South East Asian games mobile push" »

Reebok ‘Butt Revolution’ boosts customer engagement via Facebook shares »

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To promote its ‘EasyTone’ trainers designed to boost fitness, Reebok India integrated social media into a new campaign under the title ‘Butt Revolution’, designed to inspire women to share stories get fit, while promoting the sports brand’s latest footwear. This campaign was activated on Facebook on the Reebok India channel, and led to a fan base of 40,000 in 2 weeks with 90% users being Women. The campaign not only led to awareness and positive perception but also led to 12 Fold Increase in sales.

Facebook case study

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Brand: Reebok | Sector: Sports, Clothing | Country: India | Objective: Build brand enagagement, drive sales | Format: Social Media, Facebook, Video, YouTube

Continue reading "Reebok ‘Butt Revolution’ boosts customer engagement via Facebook shares" »

Tesco begins Street View Easter egg hunt »

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In spring 2013, Tesco launched an online Easter egg hunt, using Google Street View technology to allow players to explore their local streets to find virtual Easter eggs. The game requires users to type in their post code or use GPS on their mobile device to begin their search for thousands of virtual eggs, with a voucher for a chocolate bunny available for those who find three eggs. As well as chocolate prizes there are also some extra special golden eggs hidden, with the finders winning tablet computers.

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Brand: Tesco | Sector: FMCG, Food and Beverage | Country: UK | Objective: Build brand enagagement, drive sales | Format: Google Maps/ Streetview

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The fail trail: How 3 brands handled a social media crisis »

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When Domino’s employees were caught on YouTube defiling a pizza, the company took less than 3 weeks to claw back a 22% drop in customer sentiment. However, when Nestle and United Airlines suffered setbacks, the brands took considerably longer to recover. This infographic from software and consultancy firm SDL Social Intelligence looks at all three case studies and charts the ‘fail trail’ as companies recover from a social media crisis.

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Brand: Dominos, Nestle, United Airlines | Sector: FMCG, Travel | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: Social Media

Continue reading "The fail trail: How 3 brands handled a social media crisis" »

Old Spice gets 4m YouTube views in a week with ‘Mr Wolfdog’ marketing mutt »

On the back of its previous YouTube triumphs, Old Spice has continued its off-the-wall digital marketing with a new video series , following the exploits of its new marketing director ‘Mr Wolfdog’- who just happens to be a wild animal.The campaign, created by agency W+K Portland, Minivegas and Old Spice’s parent company Procter and Gamble P&G, garnered over 4 million views, as well as driving viewers to a Tumblr blog and even a music track. The ads also led to almost 600,000 page views of Old Spice.com and MrWolfdog.com.

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Brand: Old Spice | Sector: FMCG, Healthcare | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: YouTube, Video

Continue reading "Old Spice gets 4m YouTube views in a week with ‘Mr Wolfdog’ marketing mutt" »

Case study – blogger engagement strategies in the UK »

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Digital marketers often overlook blogger engagement strategies which can be a quick win for many brands – here we show the top 20 most influential blogs in the UK market as a reminder that blogger engagement strategies should be on every marketer’s radar.

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Sector: Sport, Fashion, FMCG, Media, Film, Entertainment, TV, Finance, Gardening, Music, Food and Beverages, Travel, Retail, Retaurants, Health and Beauty | Country: UK | Objective: Brand positioning, drive engagement, Seasonal promotion | Format: SEO, Google, AdWords, Newspapers |

Continue reading "Case study – blogger engagement strategies in the UK" »

Dove confronts beauty PhotoShoppers with hoax plugin »

Dove took its ‘Campaign for Real Beauty’ up a notch in February 2013, as the Unilever brand deployed a fake PhotoShop plugin to catch designers in the act of manipulating model images. In Canada, OgilvyOne seeded the tool on popular sites, with the promise to add skin tone to an image. However, the plugin actually erased all special effects and returned the photo to its original state (“Don’t manipulate our perceptions of real beauty” appears on-screen).The ad has so far amassed 750,000 YouTube views, and earned plenty of column inches in the press.

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Brand: Dove | Sector: FMCG, Health and Beauty | Country: Canada | Objective: Brand positioning, drive engagement, | Agency: OgilvyOne | Format: Social Media, Reddit, Video, YouTube, Viral Marketing |

Continue reading "Dove confronts beauty PhotoShoppers with hoax plugin" »

Maker’s Mark backlash- proof that a week’s a long time in social media? »

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Last month, whisky brand Maker’s Mark reduced its alcohol proof from 90% to 84%, sparking outcry as customers flocked to Facebook and Twitter to discuss ‘watered-down whisky’ and switching to rival brands. After nine days of social media, national newspaper and TV coverage, the brand was forced into an extraordinary U-turn. This case study from Gemma Storey at Carrot Communications takes a day-by-day look at how the crisis unfolded for the premium bourbon brand and how it could have managed things differently.

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Brand: Maker's Mark/ BEAM | Sector: FMCG, Food and Beverage | Country: US, UK | Objective: Social media, Crisis Management, email, PR | Format: Social Media

Continue reading "Maker’s Mark backlash- proof that a week’s a long time in social media?" »

SEO mystery: Interflora vanishes from Google search after Valentine's promotion »

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In February 2013, Interflora disappeared from the front page of Google’s natural search results, fuelling speculation that the florist has breached the search engine’s guidelines. The flower delivery service's home page fell off the first page of Google's results when searching for the term 'Interflora' and ’Flowers’ (see screen shot above). Google refused to give a reason for the block, but did cite ‘webspam‘ in its answer to queires.

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Brand: Interflora | Sector: Florist, FMCG | Country: UK | Objective: Brand positioning, drive engagement, Seasonal promotion | Format: SEO, Google, AdWords, Newspapers |

Continue reading "SEO mystery: Interflora vanishes from Google search after Valentine's promotion " »

Email marketing case study: Saucy subject lines seduce subscribers »

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This year’s Valentine’s day ads have produced some eye-opening stats, with subject lines without discounts performing better than those offering a discount, and ‘lust’ getting higher clicks than ‘love’. This case study looks at promotions from from Ann Summers, La Senza and Time Out London to determine how to get the most out of seasonal email marketing campaigns.

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Brand: Ann Summers, La Senza, Time Out | Sector: Clothing, Magazines | Country: UK | Objective: Build brand engagement, drive sales | Format: Email | Agency/ Partner: Return Path

Continue reading "Email marketing case study: Saucy subject lines seduce subscribers" »

Khaleej Times ‘banner that talks back’ boosts subscriptions »

As social media and blogging sites pull readers away from traditional newspapers and their websites, one publisher decided to fight back with this clever banner campaign that highlights how opinions shared on social media aren't always reliable. The banner with an opinion on everything made one message clear: an educated opinion is based on fact. The banner had a 33% engagement rate and the newspaper increased its subscriptions by 1.6% as a result.

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Brand: Khaleej Times | Sector: Newspaper | Country: UAE | Objective: Build brand engagement, drive subscriptions | Format: Display advertising | Agency/ Partner: TBWA/RAAD Dubai

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Social media case study: Facebook users get virtual holiday in Cape Town »

This social media campaign from Cape Town Tourism invited users to take a virtual tour of the South African city, getting 350,000 highly engaged users and a 118% rise in bookings in the process. As it was impossible to send everyone to Cape Town, Ogilvy decided to send their Facebook profiles instead. During the four-month-long campaign 8,212 people played the Facebook game. Players of the game came from South Africa, the UK, USA, India, and Germany - by order of participants.

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Brand: Cape Town Tourism | Sector: Travel, Tourism | Country: South Africa | Objective: Build brand engagement, drive sales | Format: Social Media, Video Facebook, YouTube | Agency/ Partner: Ogily

Continue reading "Social media case study: Facebook users get virtual holiday in Cape Town" »

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