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 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: 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.

ASOS grows Facebook fans 32% with Facebook games »


ASOS ran a Facebook campaign to generate sales and excitement ahead of its summer sales campaign. For the launch ASOS used Facebook Pages, Ads and Sponsored Stories to increase revenue from a summer sale event on the ASOS website. It built a custom application on the ASOS page that allowed fans to play a series of four games. All of this helped ASOS’s fan base grow by 32%.

More on this case study…
Brand: ASOS | Sector: Clothing | Objective: Build brand engagement | Format: Facebook, Social Media |

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Surf 'Fulfill a Wish' Facebook camapign helps users grant children’s wishes »


Surf Excel has launched a marketing initiative in India called 'Fulfill a Wish' calling upon its one million Facebook fans and consumers to be genies for a day and be the ones to fulfill wishes for a change. The Facebook app lets consumers pick a wish made by a less-privileged child that they, as the more privileged lot of society, have the ability to grant. The Unilever detergent brand tied up with over 40,000 NGOs across the country via International Justice Mission (IJM) and India Guide Star, an online database of Indian NGOs. To date, the Surf Excel app has notched up over 300 wishes fulfilled.

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Brand: Unilever, Surf Excel | Sector: FMCG, Household | Objective: Build brand engagement | Agency: eYeka | Format: Facebook, Social Media |

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Citroën lets fans customise cars using Facebook »


Car maker Citroën invited its Facebook fans across the world to vote for a selection of consumer-created designs to customise its new Citroën DS3. In October last year, Citroen tasked eYeka's creative community to “create stylish designs inspired by French Luxury” to customise its Citroën DS3 model. In just two weeks, Citroën received more than 180 high-quality designs from all over the world, and awarded €10,000 between the top three winning entries from Germany, Hong Kong, and France respectively.

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Brand: Citroën | Sector:Automotive | Objective: Build brand engagement | Agency: eYeka | Format: Facebook, Social Media |

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Skittles grants mind control with ‘Telekenise the Rainbow’ »

Skittles has become known for their off the wall advertising, but this new Australian ad boggles the mind (quite literally). The ‘Telekinize The Rainbow’ Facebook app lets users control a single Skittle with their mind... or does it? Agency Clemenger BBDO advanced Skittles’ ongoing "(Experience) The Rainbow" campaign with an entirely new interactive experience. The agency worked with aerospace engineer Ben Cai to develop a system that allowed (Australia- and New Zealand-based) visitors to and the brand’s Facebook page to move Skittles with their eye movements.

Check out more on the making of the campaign below:

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Brand: Skittles | Sector: FMCG, Food and Beverage | Objective: Build brand engagement | Agency: Clemenger BBDO | Format: Facebook, Social Media |

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Heineken uses Facebook to 'Meet The World In One City' »

Dutch beer giant Heineken went social with this campaign, challenging two men to meet someone from every country in the world in one city, Amsterdam- all with a little help from Facebook volunteers of course. Heineken launched the effort to drive social engagement around its ongoing "Open Your World" platform. And social will indeed be key to helping Barnaby and Mick complete their mission.

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Brand: Heineken | Sector: FMCG, Food and Beverage | Objective: Build brand engagement | Agency: Tribal DDB | Format: Facebook, YouTube, Social Media |

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Xbox gets 37% engagement with ‘Nuads’ video format »

Microsoft has unveiled the engagement results of its NUads interactive video poll format, indicating that more than a third of viewers engaged with the ads when prompted. The format rolled out earlier in the autumn of 2012 on Xbox LIVE in the US, Canada and the UK. The first wave of NUads was provided by a lineup of top advertisers, including SUBWAY Restaurants and Toyota.

View a sample of how Nuads works below:

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Brand:SUBWAY Restaurants, Toyota, Lynx/Axe | Sector: ecommerce, automotive, food, FMCG, healthcare | Objective: build brand engagement | Format: Microsoft Xbox NuadsTwitter powered Billboard |

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Case Study: Coca-Cola uses mobile and social to get Olympic gold »

Coca-Cola launched its largest digital effort ever this year with its “Move to the Beat” campaign for the Summer Olympics across 100 countries. M&C Saatchi Sport and Entertainment talks through its year-long campaign for Coca-Cola, designed to bring teens closer to the London 2012 Games. This case study looks at a campaign which generated in112 million impressions around the world.

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Brand: Coca-Cola | Sector: FMCG | Objective: build brand engagement | Format: Mobile, Social Media | Agency: M&C Saatchi Sport and Entertainment

Continue reading "Case Study: Coca-Cola uses mobile and social to get Olympic gold " » ties with Big Brother with ‘click-to-buy’ page »


Channel 5 teamed up with online retailer to offer a ‘click to buy’ website based on products featured in this year’s Celebrity Big Brother reality show. The partnership with Channel 5 and its agency Carat saw supply selected products for the house including home and electrical goods, branded dressing gowns and pink suitcases for the celebrity housemates. The deal also included branded editorial integration, whereby housemates were set a task which involved interacting with products.

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Brand: | Sector: ecommerce | Objective: build brand engagement | Format: Website, TV | Agency: Carat

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How Allen Solly used Twitter to launch new collection and engage with consumers »


Allen Solly used a Twitter- powered billboard to attract and engage with users to launch a new clothing collection. The billboard houses 52 shirts, each arranged with a solenoid and the new collection graphic behind it. With every tweet, a random solenoid would inch forward, helping to randomly punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample. There were 10 hashtags, and the first five people to tweet with the right hashtag won a shirt from Allen Solly's latest collection.

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Brand: Allen Solly| Sector: ecommerce | Objective: build brand engagement | Format: Twitter powered Billboard | Agency: Ogilvy India

Case study: Diageo ‘Guardian Angel’ app offers drink drive alternatives »

This smart piece of marketing by Diageo encouraged Colombians to download a ‘guardian angel app’, offering discounted alternatives to drink driving home. In a country where drinking and driving is almost a habit, Wunderman Colombia had to come up with an idea that would encourage people to enjoy their drinks in a responsible way. The app offered alternatives to driving home such as chauffeur services, taxis and discounted nearby parking spots. In just 10 days, Diageo gained more than 35,000 new Facebook followers and the app was downloaded 3,162 times- reaching the top 30 apps on Apple.

Diageo Angel guardian - REF Amiga from Buuu Studio on Vimeo.

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Brand: Diageo | Sector: Food and Beverages | Objective: build brand engagement | Format: Mobile, apps | Agency: Wunderman Colombia | Country: Colombia

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Digital marketing case studies - using them in your business »

Any agency, advertiser or media owner can submit a case study to our editors and digital strategists.

We're looking for excellence in digital marketing that can inspire other brands and teams to unlock a step-change in their thinking or activity. All case studies are fully credited to the teams who created those examples of best practice and we actively encourage managers on our Digital Training Academy programmes to talk with the teams behind them.

Submit your case studies

Top 25 video virals of 2012: Bodyform, Dollar Shave Club and Channel 4 top list »


2012 was another great year for viral video marketing case studies. As online ads get smarter and more engaging, viral marketing briefs are becoming the toughest that any creative agency can receive. For a viral to really travel it needs the combination of a brilliant creative idea, the right timing for its audience and the right seeding. That’s why we collated together 25 of our favourite viral marketing case studies from 2012 which clearly checked all the boxes. Grab a coffee, leave the browser open, sit back, relax, and enjoy…

Continue reading "Top 25 video virals of 2012: Bodyform, Dollar Shave Club and Channel 4 top list" »

Feeding America grows site traffic 2.5 times using Twitter »


Domestic hunger charity Feeding America looked to share their web site content on Twitter to maximize traffic back to their website. The charity targeted audiences who often tweeted about topics very similar to Feeding America's site content. As a result of tweeting about trending topics recommended by the BrightEdge, and tweeting about specific topics (including specific web pages) in those tweets, Feeding America yielded 2.5 times the average traffic levels per post relative to similar Tweets made in the same period.

Continue reading "Feeding America grows site traffic 2.5 times using Twitter" »

Tiny Prints sees 47% increase in search rankings via Twitter and Bright Edge »


Photo printer Tiny Prints aligned its Twitter strategy with its organic search strategy, in a bid to boost search engine rankings with greater engagement using Twitter. Using the Bright Edge platform, the firm measured and tracked the influence that Tweets had on organic search rankings. saw a 47% increase in organic search rankings on "long-tail" keywords and URLs that were popular and engaging on Twitter. The gains occurred as follower engagement on those pages and keywords grew 300% over a month-long focused campaign that aligned Tweets with their content strategy.

Continue reading "Tiny Prints sees 47% increase in search rankings via Twitter and Bright Edge" »

Esri enriches maps with Tweets and the Streaming API »


In March 2011, a 9.0 magnitude eartchquake hit Japan with catastrophic results. Mapping software firm Esri turned tweets, Flickr images and YouTube posts to help people track to status of the location anfd the impact of the earcthquake, resulting in result in hundreds of thousands of page views. Adding Tweets to mapping technology gives insights into what people are saying and where they are saying it. It can highlight spatial trends in the conversation. Combining a Twitter conversation with authoritative data sources, like 911 calls, insurance claims, demographics, weather reports, and earthquake feeds, can provide a human perspective on the situation.

Continue reading "Esri enriches maps with Tweets and the Streaming API" »

Klondike ice-cream creates a Twitter-based comedy competition to generate earned media »


To engage with their young adult male target audience around comedy, and to create and spread positive earned media around the brand, ice cream brand Klondike created a campaign with Twitter at its heart. The Twitterverse audience was asked, through a video call-to-action from the comedian Rob Delaney, to post a funny joke on the social media platform in less than 140 characters. The competition, over a number of weeks, generated much interest and excitement from the online fan base.


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Brand: Klondike | Country: US | Sector: FMCG, Food and Beverage | Format: Social Media, Twitter

Special K creates earned media around new product launch with pop-up Tweet Shop »


Special K found a great way to generate online conversation / earned media around a new product launch. As part of the launch of their new Cracker Crisp product range the brand set up a temporary shop in London’s Soho and asked visitors to use Twitter in order to receive a free sample. All they had to do was post a positive message about the new product on Twitter including the hashtag #tweetshop and the product sample was theirs. This innovative way to bridge the physical and digital via the imaginative use of social media and smartphones meant that the launch received a great deal of online PR and buzz.

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Brand: Special K | Country: UK | Sector: FMCG, Food and Beverage | Format: Social Media, Twitter, PR

Coca Cola in Israel amplifies teenage Village events via Facebook through RFID tags »


In summertime in Israel Coca Cola hosts a number of live, 3 day events for teenagers to come together, play and ‘share the happiness’. Looking to make the most of this live event content the brand found a clever technical solution to amplify the offline event online. By providing all the attendees with an RFID-enabled wristband, programmed with their Facebook user name and password, they were able to create a regular stream of real-time likes, content and images in the social network. This not only extended the fun for those who attended, it also spread the happiness to those who couldn’t and in so doing helped extend the reach and engagement of the event to many more thousands of the target audience.

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Brand: Coca Cola | Country: Israel | Sector: FMCG, Food and Beverage | Format: Social Media, Facebook

Converse’s Domaination campaign makes innovative use of paid search keyphrase bidding »


Converse, the global footwear brand, took a novel and innovative way to connect with their teenage audience online. They took the Google paid search channel and turned an advertising space into a game experience. Rather than trying to capture the attention of their audience in the search channel through the normal way - of bidding against other brands on popular search terms - they decided to do the opposite. Converse identified peaking search terms via Google Zeitgeist and then bid against these low competition low cost phrases. Instead of presenting the viewer with an ad – they started a dialogue through the ad copy and dozens of interconnected microsites that engaged the viewer in a deeper content rich experience. Not only did this engage the audience in a total unexpected way – but also still helped drive large volumes of traffic to

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Brand: Converse | Country: USA | | Sector: FMCG, Clothing, Sports | Format: Search, Google

Little Baby’s Ice Cream YouTube video success »


While Little Baby’s Ice Cream is only a relatively small manufacturer and retailer of premium, ice cream based in Philadelphia, PA they know how to do social media well. By placing this quirky, and slightly unnerving, promotional video / advertisement on YouTube with their website URL at the end – not only can they generate over 2.7 million video views but also a constantly stream of traffic to their website. This YouTube presence, coupled with a lively and well managed online community on Facebook and Twitter, has helped the business maintain a loyal fan base of regular visitors to their ice cream parlours.

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Brand: Little Baby’s Ice Cream | Country: USA | | Sector: FMCG, Food | Format: Video

Ogilvy resorts to ‘pirate recruitment’ to get top talent »


How far would you go to bring the best talent to your team? In Belgium, Ogilvy delved into murky waters by using pirate software sites to recruit cash-strapped (but ambitious) unemployed web designers. Ogilvy Brussels was looking for a new web designer with fresh ideas. They knew that unemployed web designers can’t afford the crazily expensive editing suites they need to work, and they may be tempted to download it illegally. In response, they uploaded a file supposed to provide the editing suite on many pirate sharing websites. When web designers downloaded the file, they discovered that the editing suite was not in the download. Instead, they gave them something else: a job opportunity at Ogilvy. Not only did it prevent them from becoming criminals and wasting time in the numbness of unemployment, but it also offered them a much better opportunity: a job at a leading agency.

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Stockholm ‘iPad magic' gets 3 million views »


Back in March 2012, a YouTube video of Swedish magicians promoting Stockholm using iPads and trickery took the internet world by storm, leaving audiences baffled and event organisers beaming. This ‘iPad magic’ campaign was created to promote Stockholm as a business centre. Since being posted to YouTube in March, on Friday, the clip has been viewed over 3m times.
This convention also made Scandinavian headlines after Swedish representatives placed banners and advertising with the slogan "Stockholm: The Capital of Scandinavia", outraging Norwegians and Danes who were also at the event.

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Brand: Stockholm Business | Country: Sweden/ France | Sector: Travel | Format: Video, Live event, YouTube

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‘Kony 2012’ helps raise $26m after YouTube campaign »


As 2012 comes to a close, we look back at some of the biggest online video virals of the year. This week, we look at the hugely successful (and rather controversial) ‘Kony 2012’ campaign, that raised a huge amount of awareness about the plight of children caught up in Uganda’s conflict. Invisible Children, a movement seeking to end the conflict in Uganda, created the film Kony 2012 back in March. They hoped it would accelerate the arrest of Lord’s Resistance Army (LRA) leader Joseph Kony, who has been kidnapping and abducting Uganda’s youth for nearly three decades. With more than 100 million views in six days, Kony 2012 became the most viral video in history. The video worked because it used compelling content, stayed relevant and had a simple call to action.

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Brand: Invisible Children | Country: USA/ Global | Sector: Charity | Format: Video, YouTube

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Mobile marketing case study: Reebok’s ‘Rondo’ integrated mobile campaign »


Reebok built a quick and dirty mobile marketing campaign based around the popularity of the Boston Celtics star player Rajon Rondo. In just 8 working days a mobile campaign was launched that reached a valuable target audience of potential Reebok consumers in this entertaining and engaging campaign. Building upon the catch-phrase “You got Rondo’d”, a mobile internet site was created along with supporting viral videos. These bite-sized bits of content prompted users to enter their mobile details to receive a custom ringtone and real-time information via their phones. This case study shows that even on a tight time-line and budget, a targeted mobile marketing campaign can deliver impactful results.

Reebok Rondo'd case study

Video case study

Reebok "You Got Rondo'd"

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Brand: Reebok | Country: USA | | Sector: FMCG, Clothing, Sports | Format: Mobile

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Evian’s Roller Babies: The viral video that rocked so viciously »


Viral video ad campaign superstars like Evian’s Roller Babies show they’ve got the power to spread marketing messages globally with a huge return on investment. This case study shows how Evian’s YouTube campaign became the most viewed online video advertisement. One of the first YouTube-exclusive ad campaigns, Evian’s record breaking viral video, Roller Babies, set the way for a new strategy of seeding content, testing creative, and building on a global brand. Launched as a web-centric ad campaign, Roller Babies quickly became a viral tour-de-force. It was so successful that in 2009 the Guinness Book of World Records officially declared Roller Babies as the most viewed online ad.

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Brand: Evian | Media: YouTube | Country: Global | Sector: FMCG Drinks | Objective: awareness | Agency: BETC Euro RSCG & Unruly | Format: YouTube online ad

Continue reading "Evian’s Roller Babies: The viral video that rocked so viciously " »

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