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.

Band Aid brings Muppets to life with augmented reality plasters »

To comfort children in their hour of need, Band-Aid teamed up with Disney to embed videos of The Muppets in their plasters using augmented reality. This case study looks at how the Johnson & Johnson brand used the ‘internet of things’ to engage with their target market in a new and innovative way.

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Brand: Johnson & Johnson, Band Aid | Sector: FMCG, Healthcare | Country: US | Objective: Build brand engagement | Format: Video, Augmented Reality, Social Media, iPad, Mobile, Apps |

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Video case study: Google car wreck hoax gets book small shop 300% more visits »

This clever little marketing campaign created a 13% sales boost for a small book shop in Switzerland. With more travel research being conducted online, the Travel Book Shop highlighted the limits of the internet with a video showing a crashed Google Streetview car- generating plenty of buzz in the process.

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Brand: Travel Book Shop | Sector: retail, Books | Country: Switzerland | Agency: WIRZ BBDO | Objective: Build brand awareness | Format: YouTube, Video, Social Media, Flickr |

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Skype case study: Alfa Romeo ‘conversation’ ads get 50% click through »

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Alfa Romeo used Skype to promote its new ‘Supermini’ car, using targeted ads when users were consulting trusted friends and family. This case study looks at how the car maker used a combination of homepage takeovers and ‘conversation’ ads to increase brand awareness over 20% and generate clicks of over 50%.

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Brand: Alfa Romeo | Sector: Automotive | Country: US | Objective: Build brand engagement | Format: Skype, Display ads |

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Twitter case study: Magnum's coupon giveaway with #GrabaSpoon hashtag »

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Magnum worked with Coupons.com to run a Twitter camapign promoting its new pleasure pots, offering free ice-cream to the first 5,000 respondents. The camapgin made smart use of the micro-blogging plaform, raising awareness of the luxury ice-cream brand's latest product in an engaging and fun way.

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Brand: Unilever, Magnum | Sector: FMCG, Food and beverage | Country: UK | Agency; Coupons.com, GolinHarris | Objective: Build brand engagement | Format: Twitter |

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Video case study: Lyons Tea gets first ‘pause button’ video ads on RTE player »

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Unilever Ireland ran a new ‘on pause’ video ad campaign for its Lyons Tea brand in Ireland- triggered every time a user pauses their video player on the RTE website. The format demonstrates what can be delivered by working collaboratively with industry partners, and was the result of significant investment in new technology by RTÉ to enable the ad’s deployment.

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Brand: Unilever Ireland, Lyons Tea | Sector: FMCG, Food and beverage | Country: Ireland | Agency; Mindshare | Objective: Build brand engagement | Format: Video, RTE |

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Social media case study: Super Bowl blackout hands victory to Twitter »

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A 35 minute power outage on the pitch at this year's Super Bowl XLVII led to a surge in traffic on social media. The showdown between the Baltimore Ravens and the San Francisco 49ers was shut down for 35 minutes when half of the lights in the New Orleans Superdome went out. The resulting confusion led to a surge in traffic on social media sites talking about what became known online as "the blackout bowl." Advertisers were quick to capitalise on the sudden ad space opportunity. Within four minutes of the outage, advertisers had sent out their first tweets 'newsjacking' the event with their own branded take on the story.

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Brand: Oreo, Tide, Audi | Sector: FMCG, Food and Beverage, Automotive, Household goods | Country: US | Objective: Build brand engagement | Format: Twitter, Social Media |

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Case study: Carling lets soccer fans ‘Be The Coach’ »

Last year, Carling Black Label ran a mobile campaign inviting South African soccer fans to ‘Be The Coach’. Using mobile voting users selected the team and make live substitutions in a huge South African soccer game. This case study looks at how the campaign generated almost 450% traffic increase to its Facebook page and a 600% Twitter following increase.

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Brand: Carling | Sector: FMCG, Food and Beverage | Country: South Africa | Agencies: Ogilvy South Africa | Objective: Build brand engagement | Format: Video, Mobile, Social Media |

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Mobile marketing case study: McDonald's app tracks origin of food »

Amid growing uncertainty about the origin of mass-produced food, this timely McDonald’s app turns users' iPhone’s into an ingredient tracker. McDonalds partnered with DDB Sydney to launch the TrackMyMacca’s app in Australia. By using the camera feature of their iPhone, iPad or iTouch, diners can scan the image of the particular food item they have purchased. Using GPS and the free Wi-Fi in McDonald’s outlets, as well as taking note of the date and time, the app is able to access the company’s supply chain. It can, for example, identify the source of ingredients used to create the meat patty in a customer’s quarter pounder, right down to the particular cattle farm.

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Brand: McDonalds | Sector: Food, FMCG, retail | Country: Australia | Agencies: DDB Sydney | Objective: Build brand engagement | Format: Mobile |

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Case study: P&O email videos get 950% increase in bookings »

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P&O’s recent “Grand Event” campaign used dynamic content into their email marketing for the first time, with some extremely strong results. This case study, from Experian CheetahMail, illustrates how P&O a 950% increase in bookings and 679% boost in revenue (as compared to previous email campaign without a video).

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Brand: P&O | Sector: Travel | Country: UK | Agencies: Experian CheetahMail | Objective: Build brand engagement | Format: Email, Video |

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Windows 8- how are brands using in-app advertising? »

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Following the launch of Windows 8 Ads-in-Apps (AiA) Microsoft has unveiled the latest campaigns to make use of its new cross-platform ad formats. This case study looks at 4 brands- Jeep, Delta, Sony Pictures and Ford as they capitallise on the new Windows 8 format.

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Brand: Microsoft, Jeep, Delta, Sony, Ford | Sector: Automotive, Film, Travel | Country: UK | Agencies: Razorfish, Universal McCann/Sapient, Team Detroit, This is Tommy | Objective: Build brand engagement | Format: Display, Video, Mobile, Windows 8 |

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Twitter marketing case study - HMV's weak social media policy damages brand »

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Does your brand have a good social media policy in place? This Twitter marketing case stud shows what can happen when firms engage in social media without having the right approach. Marketers being sacked by struggling retailer used the company's official Twitter feed to release their anger, creating a PR crisis. It makes for painful reading, but reminds every business how transparent the world is today.

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Brand: HMV | Sector: FMCG, Retail, Recruitment | Country: UK | Objective: Build brand engagement | Format: Social Media, Twitter |

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Kit Kat ‘dancing babies’ gets 1m views in a week »

Nestlé's latest video campaign in India featured dancing babies- seeding the ad on YouTube ahead of its first TV broadcast and getting 1.5m views in the process. As part of promoting the TVC, television will be the lead medium for the campaign with a high frequency intensive burst on a mix of mass and regional channels. Digital and Facebook were also key pegs in the campaign. In a similar vein to Evian’s 2010 ‘Roller Babies’ ad, the Nestle campaign centres of a group of babies that begin dancing (with the aid of CGI) in a daycare centre.

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Brand: Nestle, Kit Kat | Sector: FMCG, Food and Beverage | Country: India | Objective: Build brand engagement | Agency: JWT Delhi | Format: YouTube, Video, Social Media, Twitter, Facebook |

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Banned Sodastream Super Bowl ad becomes Internet hit »

A Sodastream commercial has become a hit on YouTube, after being banned from an upcoming Super Bowl spot by broadcaster CBS for mocking rivals.CBS rejected the company's initial attempt at a Super Bowl spot, reportedly, because the content of the spot took a direct swipe at two other Super bowl participants - Coke and Pepsi. After the ban, Sodastream submitted a revised version featuring no brand names. It also released the spot that was rejected by CBS. The banned version is now on YouTube, and has ammased around 2 million views to date.

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Brand: Sodastream | Sector: FMCG, Food and Beverage | Country: US | Objective: Build brand engagement | Agency: Common, Pale Dot Voyage, Octopus of the Mind | Format: YouTube, Video |

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Video case study: Sodimac uses ‘Skip Ad’ button as part of message »

Home improvement store Sodimac teamed up with the government environmental care agency in Chile to run a smart YouTube ad to encourage eco-friendly habits, through innovative use of the ‘skip this ad’ button. This case study shows how the campaign got 80,000 click throughs in just one week.

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Brand: Sodimac | Sector: Retail, Governemnt | Country: Chile| Objective: Build brand engagement | Agency: Mayo Digital, Draftfcb | Format: YouTube, Video |

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Email case study: Blind charity’s email trick gets 24% click through rate »

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Last year, the Royal National Institute for the Blind ran an email campaign that cleverly played with email conventions to challenge readers to empathise with blind or partially sighted people. This case study looks at how they managed to get a 24% click through rate with a simple but effective email.

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Brand: RNIB | Sector: Charity | Coutry: UK | Objective: Build brand engagement | Agency: Elvis | Format: Email |

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Coca-Cola celebrates Chinese New Year with ‘wish bottle’ »

Coca-Cola provided a consumer unique brand experience during the Chinese New Year holiday, through a ‘Coke wish bottle’ campaign, attracting over 6.8 million participants, and 3,7 million wishes was generated. Coke teamed up with top SNS platforms like RenRen, Sina M-blog, Kaixin001 and invited consumers to make their new year wishes, sharing with their loved ones/ friends and display the works to the whole world- and produced the [2011 I Want to:...] invitation and 3D wish bottle on the campaign main page. Highly integrated the CNY holiday spirit and with easy-participating mechanism, the campaign attracted over 6.8 million participants, and 3,7 million wishes were generated.

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Brand: Coca-Cola | Sector: FMCG, Food and beverage | Coutry: China | Objective: Build brand engagement | Agency: Isobar | Format: Social media, Gaming |

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Heineken boosts brand in China with Christmas campaign »

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Heineken engaged beer lovers during Christmas, to strengthen its premium brand image in China by activating its global TV commercial ‘The Entrance’ on social media. The dutch brand worked digital marketing agency to create a digital campaign that challenges participants to remember the lively characters from the TV commercial in a social video game, achieving thousands of hours of engagement from web users.

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Brand: Heineken | Sector: FMCG, Food and Beverage | Country: China | Objective: Build brand engagement | Format: Social media, Video, YouTube |


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BenNaNa digital campaign tops Sina Weibo charts »

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To promote BenNaNa in China, Nestlé Ice Cream ran a digital campaign on a microsite and social network Sina Weibo. Nestle worked with Social@Ogilvy (a team of social experts from OgilvyOne and Ogilvy PR) to run the two-part campaign. It consisted of a microsite based on the kid-friendly theme of a magical island as well as a hugely popular corporate Sina Weibo account complete with bespoke funny videos that has seen close to three million users share posts or upload their own BenNaNa pictures.

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Brand: Nestle | Sector: FMCG, Food | Coutry: China | Objective: Build brand engagement | Agency | Saachi and Saachi | Format: Social media, Gaming |

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Huawei creates giant 3D game to promote Mediapad »

This large-scale camapign for Chinese mobile maker Huawei put a 3D fighting game on a screen the aize of two basketball courts. In September 2012. Saachi and Saachi China curated an unprecedented super-large outdoor 3D game was played at the world-renowned Suntec City - Fountain of Wealth in Singapore. The creative video show of the Huawei MediaPad 10 FHD and Huawei Ascend D1 Quad-Core XL mobile phone was staged in the Plaza.

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Brand: Huawei | Sector: Mobile | Coutry: China/ Singapore | Objective: Build brand engagement | Agency | Saachi and Saachi | Format: Video, Game, Outdoor, YouTube, Viral |

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Pepsi parners Youku Tudou for online film campaign »

Pepsi partnered with Chinese Internet TV giant Youku Tudou, for a multi-channel online movie campaign called “Bring Love Home.” The 30-minute web movie premiered simultaneously on Youku.com, Tudou.com, and in a Beijing theater packed with Pepsi celebrities. Prior to the movie premiere, the campaign successfully generated thousands of uploads, and by the end, the web movie had more than 100 million views.

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Brand: Pepsi | Sector: FMCG, | Objective: Build brand engagement | Country: China | Format: Video, Cinema, Youtube, Viral |

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Tiger Woods returns to Nike… and gets 7m YouTube views »

As Lance Armstrong falls from grace (and Nike’s sponsorship roster), another controversial sporting figure has made a return to the sports brand's video ads. Tiger Woods battles Rory McIlroy in this humourous golfing tee-off where ‘no cup is safe’. The commercial, produced by agency Wieden+Kennedy, came out earlier this week and became an immediate YouTube hit. To date, it has surpassed 7 million views.

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Brand: Nike | Sector: FMCG, Sport, Clothing | Objective: Build brand engagement | Agency: Wieden+Kennedy | Format: Video, TV, Youtube, Viral |

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Case study: Heinz Facebook ‘Five beanz’ quiz reaches 10m people »

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Back in the summer of 2012, Heinz promoted its new ‘Five Beanz’ range via a Facebook quiz offering the chance to win one of the five beans with their name engraved on it. The campaign ran for two weeks and 22,143 took the quiz, with over 10,000 shares and reached10.8m people on Facebook. In total, the Heinz Facebook community grew by 30,000 extra fans.

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Brand: Heinz | Sector: FMCG, Food | Objective: Build brand engagement | Agency: We Are Social | Format: Facebook, Social Media |

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Case study: Heineken turns ‘likes’ into balloons… and gets thousands of fans in a day »

Going beyond the usual ‘like us a we’ll give you a discount’ tactic of many brands, Heineken offered to inflate one green balloon in its office for every new 'like' it got on its Brazilian fan page. The simple execution proved to be incredibly effective- gaining thousands fans in just one day. The campaign called ‘Um Like Um Balao’ (One Like One Balloon) for every time someone likes the page, a green balloon was blown up and placed in a office. Starting off with an empty office, the space was quickly filled up with select users getting custom videos of a man blowing up a balloon and the total number of balloons covering the room.

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Brand: Heineken | Sector: FMCG, Food and Beverage | Objective: Build brand engagement | Format: Facebook, Social Media, Youtube, Video |

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Volvic recruits bloggers for 'Team Volcanicity' live event coverage »

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Volvic has launched a new campaign seeking talented bloggers, photographers and social media 'addicts' to form ‘Team Volcanicity’ and represent the brand online. In return, the water brand will provide access to some of the UK’s events and activities of 2013 to the winners of its Facebook competition, which launches on 21 January. The opportunity to join ‘Team Volcanicity’ will be open to Facebook fans who will be asked to submit a photo which they believe expresses their ‘Volcanicity’ which will be open to public voting.

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Brand: Volvic | Sector: FMCG, Food | Objective: Build brand engagement | Agecny: We Are Social | Format: Facebook, Social Media |

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Facebook case study: English Cheese Cake Company fans grow from 2,000 to 30,000 »

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This campaign is a great example of from small acorns. The English Cheese Cake Company managed to increase its Facebook fanbase by more 11 fold in one year, rising from just 2,000 fans to 23,000 (it now has around 30,000). It gained over 4,500 likes through its primary sponsored stories campaign alone and as many as 30% of its new customers come through Facebook. The engaged community it has grown means that fans will often reply to other fans flavour questions, acting as a brand ambassadors for English Cheesecake Company.

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Brand: English Cheesecake Company | Sector: FMCG, Food | Objective: Build brand engagement | Format: Facebook, Social Media |

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