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.

Izlesene adds user’s friends to Facebook sign-up box to boost conversions »

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Video sharing site Izlesene used Facebook to attract new users and re-engage existing users by sharing the videos they watch with friends by using the built-in Open Graph watch action. Izlesene educates people and communicates the key benefits of sharing activity with friends. Izlesene discovered that some people who initially declined the auth dialog (application's first point of contact) will accept it if they are given more context. Presenting the dialog again with a ‘facepile’ of friends who use the app and a clear call to action made the experience relevant and familiar, which increased conversion. Open-Graph has increased number of videos a user views per day has by over 3 times and monthly active users have grown from 250,000 to over 4,000,000.

Facebook case study | Izlesene

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Brand: Izlesene| Sector: Entertainment | Objective: build brand engagement | Format: Facebook Page


Guardian boosts reader base with Facebook video content »

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The Guardian newspaper used Facebook to reach a new audience, increase engagement on their site and ultimately grow their base of readers through Open Graph. Guardian built a Facebook app to bring news, video and audio content to readers. The app publishes actions across a range of content: news articles, videos, and even podcasts. They also created lightweight actions 'agree' and 'disagree' for opinion articles to enable people to share their sentiment on issues. Open-graph actions and objectives such as read an article, watch a video, play a podcast, agree or disagree with an article were incorporated. The app has grown to over 3.9 million monthly active users, over half of which are under the age of 25.

Facebook case study | The Guardian Facebook App


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Brand: Guardian| Sector: News and Entertainment / Technology | Objective: build brand engagement | Format: Facebook Page

Goodreads lets Facebook users rate books to boost engagement »

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Book-sharing app Goodreads used Facebook to generate book ratings and deepen engagement with users through the Open Graph. They used Open-graph actions to make it easy for people to take an action - rate a book and mark a book as to-read - with just a single click. The number of daily active users has increased by more than 77% and over 6 million books have been rated, marked as read or to-read on Goodreads since launch with Open-graph.

Facebook case study | Goodreads Facebook app

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Brand: Goodreads| Sector: News and Entertainment / Technology | Objective: build brand engagement | Format: Facebook Page

Foodspotting creates stories and actions to boost Facebook sharing »

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Visual food app Foodspotting used Facebook to attract users and engage by newsfeeds from friends. It creates interesting stories by providing detailed information about each dish such as location, number of friends who have loved a dish. It also displays large user generated photos to make the newsfeed relevant. Open-graph actions such as spot a dish, love a dish, nom a dish, try a dish and want a dish were implemented. Since launching with Open Graph in January, Foodspotting has seen referral traffic from Facebook increase by 4 times and monthly active users grow by 2 times.

Facebook case study | Foodspotting

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Brand: Foodspotting| Sector: Food and beverages / Hospitality | Objective: build brand engagement | Format: Facebook Page

Flipboard uses Facebook logins to get 50% higher retention rate »

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Online magazine content aggregator Flipboard used Facebook to increase distribution by letting users discover and share content in a visually beautiful magazine style. Flipboard integrated Facebook News Feed, Walls, Pages, Photo Albums, and Photos Tagged of You as sections within the Flipboard social magazine. They also added Page and Group search via the Graph API, to help users discover new sections to add to their Flipboard. This resulted in 50% higher retention for users who signed into Facebook compared to who didn’t. Also the majority of users who connected to Facebook spent about half their time in Flipboard on the Facebook section

Facebook case study | Flipboard

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Brand: Flipboard | Sector: Entertainment / Technology | Objective: build brand engagement | Format: Facebook Page


Diamond Dash uses Facebook registrations to reach new audiences »

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Diamond Dash implemented ‘Login with Facebook’ to create an easy way for new users to sign up, and helping users find friends and recruit new customers quickly by logging in with their Facebook account, without the need to create new usernames and passwords and unnecessary typing. It allows players to invite friends to join the game and lets players who finished their daily allocation of games ask their friends to send them new lives. It implemented the Open Graph actions such as reach a level, win a medal, unlock feature. As a result users who log into the game via Facebook are eight times more likely to spend money, and spend 50% more on average. The percentage of users choosing to Login with Facebook via single sign on has continued to rise since the game launched – from 28% of users in December 2011, to 64% and rising at the end of March 2012.

Facebook case study | Diamond Dash

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Brand: Diamond Dash| Sector: Gaming | Objective: Reach out new audiences| Format: Facebook Page

Endomondo boosts Facebook traffic 75% via sharing workout stats »

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Fitness app Endomondo used Facebook to streamline the registration process, allowing users to register and sign in with no need to create a new username and password. The app associates an Open Graph object – such as running, biking, cycling and hiking – with each workout, allowing them to determine a user's last workout and top sports. Through the activity feed, users can find friends who recently joined and follow their workout, which starts conversations and encourages sharing. They complement its mobile app with a desktop web app where users can analyse their own workout statistics. It uses location to display workout routes, which appear as rich maps on a user's timeline. The app also calculates and shows workout metrics – including total distance, average speed and calories burnt – to create more interesting stories. Since launching with Open Graph in March, Endomondo has seen traffic from Facebook increase by more than 75% and the number of workouts shared daily on Facebook grow by over 150%.

Facebook case study

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Brand: Endomondo| Sector: Technology | Objective: build brand engagement | Format: Facebook Page

Deezer promotes new music via Facebook to increase user base »

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Deezer used Facebook to spread awareness about their new music releases via Facebook updates. Deezer used to Open-Graph actions to make it easy for friends to share the music they love from liking a song, sharing a playlist and commenting on songs. Deezer's music activity feed shows people what their friends are listening to, what songs friends like and who recently joined to improve discovery of new music and increase sharing. The number of monthly active users has increased by over 3times, from 605,000 to nearly 2 million since launch of Open graph in Sept 2011.

Facebook case studies


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Brand: Deezer | Sector: Entertainment | Objective: build brand awareness and increase user base | Format: Facebook Page

Bud Light 'Facebook Hotel' uses RFID technology to bring offline event to life »

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Bud Light used Facebook to generate more word of mouth. At the annual Super Bowl-related event, the brand took over an actual hotel, and it turned to Facebook to spread the experience beyond the hotel’s 200 rooms. Bud Light created a tab on its Facebook Page where people could follow the Dallas event. At the hotel, guests got RFID wristbands enabling them to take photos of themselves with friends at kiosks stationed throughout the hotel property. They could then tag the people in their pics and publish the shots to their news feeds, boosting awareness of the event within friends’ networks. Sharing the Bud Light Hotel event on Facebook resulted in a 200% increase in engagement on the brand’s page.

Facebook case study | Video case study

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Brand: Bud Light | Country: USA| Sector: FMCG Drinks | Objective: build brand engagement | Format: Facebook Page


American Express 'Small Business Saturday' boosts local purchases via Facebook promo »

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American Express used Facebook to engage with people to encourage shopping at local merchandisers on the Saturday after Thanksgiving. The initiative ‘Small Business Saturday’ used the Facebook Premium Ad format to drive people to the Small Business Saturday Page, where visitors got further information. Shoppers who used their American Express cards on the designated day received a $25 credit when they spent $25 at a participating merchant. American Express also provided 10,000 small businesses with free advertising on Facebook to promote the day. After the campaign, 40% of the general public was aware of Small Business Saturday, the company claims.

Facebook case study | Video case study

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Brand: American Express | Country: USA| Sector: Finance | Objective: build brand awareness & engagement | Format: Facebook Page

Airbnb links registrations with Facebook profiles to build brand value »

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Online marketplace Airbnb used Facebook to integrate with their own website, allowing users to register and sign into their website. The site leverages the Graph API to personalize search results according to how users are connected to hosts or reviewers enabling them to filter search results by connected listings, providing them the option to stay exclusively at places within their social network. The shorter registration process and personalised experience resulted in increase in the average daily Facebook logins by over 30%. Facebook sign-ups on launch day were double the normal rate and currently remain a record for user sign-ups in one day.

Facebook case study | Website

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Brand: Airbnb | Sector: Travel | Objective: build brand engagement | Format: Facebook Page


Secret tackles cyber bullying and wins customers with Facebook engagement campaign »

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Secret used Facebook to engage with its customers on a growing problem for teen girls bullying. Several clever campaign tools were used, people were offered ‘good graffiti app’, referral page directed girls seeking help to 24-hour counselling centres, video clips and T-shirts with anti-bullying messages were available for purchase. Secret also engaged its fans by offering a $1 deodorant coupon that triggered a $1 donation to PACER’s National Bullying Prevention Centre when used. The 26 week long campaign on Facebook resulted in 24times increase in fan engagement. By using Facebook network the brand encouraged its fans to spread an anti-bullying message and associate the brand to not just its range of products but a meaningful message and cause. The brand smartly used the campaign to create a positive emotional connect with its consumers.

Facebook case study

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Brand: Secret | Country: USA| Sector: FMCG | Objective: build brand engagement | Format:
Facebook Page

AT&T ‘Facebook team’ answers social questions to boost conversions »

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US telecoms giant AT&T used 20 representatives on Facebook to respond within 15 mins of any query / post. The effort also resulted in word of mouth and fans talking to each other by responding to posts, queries of other subscribers on the page. Customers whose problems are resolved via social media often come back to the page to thank AT&T. The Facebook page resulted in two times higher conversion rates compared to other online and offline marketing campaigns.

Facebook case study | Video case study


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Brand: AT&T | Sector: Telecom | Objective: build brand engagement | Format: Facebook page

Case study: Norway tourist firm targets US travellers with Facebook app »

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Innovation Norway, a state-owned company with a focus on promotion and development of Norway, used a previous successful experience with a Facebook app to run a new campaign targeting travellers in the US. This case study demonstrates how the firm managed to boost engagement and add 23,000 fans to its Facebook page, as well as lift website referrals by a massive 238%.

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Brand: Innovation Norway | Country: US | Sector: Travel, Tourism | Objective: build brand awareness | Format: Facebook

Continue reading "Case study: Norway tourist firm targets US travellers with Facebook app" »

Diageo lifts sales across 5 brands via Facebook ads »

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Back in 2010, drinks brand Diageo enlisted the help of Nielsen to measure the impact of its newly launch Facebook brand pages and ad campaign. The premium ad campaign resulted in a 19 percent increase in total sales among those exposed to Diageo’s Premium Ads, versus those not exposed, within the test parameters. The lift was seen collectively across the five brands participating in the test.

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Brand: Diageo | Country: Gloabal| Sector: FMCG- Alcoholic beverages | Objective: build brand engagement | Format: Facebook

Continue reading "Diageo lifts sales across 5 brands via Facebook ads" »

Delta Airlines pioneers Windows 8 ads in NBC News App »

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US airline Delta launched a new advertising campaign called “Up” that is all about upping the ante in travel with the airline. The Razorfish creative team leveraged the unique, creative campaign and content of “Up” to conceptualise a Windows 8 Ads in Apps concept for Delta in the NBC News app that is an intuitive, contextually relevant and immersive experience, which is ideal for a tablet. When in the NBC News app, a user can initiate the ad by touching on the Delta tile so that it expands up the screen. The user can swipe ‘up’ to continue a visual journey of a travel experience—from checking in at the airport, to bags going up the ramp, until the plane is up in the sky—that is simple and aspirational. Once the experience is closed, users are returned to the NBC News app content.

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Brand: Delta | Country: US | Agency; Razorfish | Sector: Travel | Objective: build brand engagement | Format: Windows 8, Display, App, Mobile

Continue reading "Delta Airlines pioneers Windows 8 ads in NBC News App " »

Huggies Hong Kong drives sales with Facebook baby competition »

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Facebook is well known for its popularity among mothers sharing baby photos, and Huggies Hong Kong made smart use of this via a snapshot competition, resulting in 4,000 photos in just 3 weeks and and a boost to brand awareness. Working with Social@Ogilvy, Huggies asked fans in Hong Kong to upload their favorite baby snapshots to its Huggies HK Facebook Page. The 60 photos receiving the most fan votes would appear on the city’s buses. At least, that was the plan. Using Facebook Ads to help drive campaign awareness, Huggies received an overwhelming response—more than 4,000 photos were uploaded in just three weeks.

Facebook case study

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Brand: Huggies | Country: Hong Kong | Sector: FMCG- Healthcarel | Objective: build brand engagement | Format: Facebook, Social Media, Outdoor

Continue reading "Huggies Hong Kong drives sales with Facebook baby competition" »

Reuters turns event attendees into reporters via Twitter push »

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Reuters used Mass Relevance to curate over 100,000 Tweets for its Davos Media Wall during the World Economic Forum. When the Reuters editorial team had its kickoff meeting for Davos, the objective for their 2012 conference was clear: surface the best articles, blog posts, videos and photos from the event so everyone could see the active conversation happening at the event. Alex Leo, Reuters' Director of News Products, faced a familiar challenge. Reuters wanted to capture both the day-to-day networking, conversations, and on-line commentary taking place at the World Economic Forum, and the pictures and videos that offered viewers a deeper insight into the conference.

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Brand: Reuters | Country: US | Sector: Media | Objective: build brand engagement | Format: Twitter

Continue reading "Reuters turns event attendees into reporters via Twitter push" »

ESPN uses Twitter Web Intents to send thousands of Tweets every day »

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US news network ESPN works with Twitter to drive both the distribution and conversations about the articles and videos that it produces. Whether it's the ESPN staff editorials after a big game or new video snippets coming from the SportsCenter team, Twitter helps ESPN spread the conversation to people everywhere. With the’ Web Intents’ campaign, ESPN readers sent over 1,250 Tweets a day, resulting in 15 clicks per Tweet back to the site. The five ESPN Local sites also became one of the top local sports destinations for fans in each respective market.

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Brand: ESPN | Country: US | Sector: Broadcast | Objective: build brand engagement | Format: Twitter

Continue reading "ESPN uses Twitter Web Intents to send thousands of Tweets every day" »

Trip Advisor taps into Facebook for user reviews »

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Trip Advisor used Facebook to provide reviews and opinions that are directly relevant to a user’s searches. It uses Graph API, Open Graph, Like button, other Social Plugins and other public data from Facebook profiles to enhance and customize the travel data it already has to help users and share their experiences with their friends. Average user engagement increased 20%. Users connecting to TripAdvisor through Facebook were two times more likely to contribute content than non-Facebook connected users.

Facebook case study | Trip Advisor


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Brand: Trip Advisor | Sector: Travel | Objective: build brand engagement | Format: Facebook Page


How Event Brite used Facebook to attract new users and engage with customers »

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Events information and booking website Eventbrite used Facebook to attract users and help users learn which events their friends were attending by integrated the Facebook Events API, Login and Social Plugins, including the Like Button and the Activity Feed. Also users could share content whenever possible on Facebook, and on the Eventbrite website. Gross ticket sales per quarter doubled after Eventbrite integrated Facebook Connect. At the end of the third quarter of 2010 sales had almost quadrupled.

Facebook case study | Eventbrite

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Brand: EventBrite| Sector: Entertainment | Objective: build brand engagement | Format: Facebook Page


Facebook case study: Country Crock raises purchase consideration by connecting with mums »

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To reach members of its target audience, Country Crock in the US created a special tab on its Facebook Page where mums could browse recipes like Easy Mashed Gingered-Carrots and Honey-Orange Mixed Vegetables. As part of the campaign, Premium Ads drove engagement by asking questions such as What’s your family’s favorite vegetable?”Each person’s response created a story in her friends’ news feeds, driving more awareness of the message. People who liked the Page also received a 40-cents-off coupon toward their next Country Crock purchase. On its Page, Country Crock generated more than 1,000 likes and comments per post for many of the campaign-related posts.

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Brand: Country Crock | Country: US Sector:FMCG | Objective: build brand engagement | Format: Facebook

Tap Pet Hotel gamers send nearly 100,000 Tweets per month using the TweetSheet on iOS 5 »

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Pocket Gems' mobile game Tap Pet Hotel has an audience of several million active monthly users, many of them playing the game on their Apple iOS devices. Given the concentration of users on the iPhone, iPad, and iPod Touch, Pocket Gems jumped at the chance to utilize Twitter's integration with iOS 5. The development team provided gamers the chance to connect their Twitter accounts to Tap Pet Hotel, and then tweet from the game with just one click. In February of 2012, Tap Pet Hotel sent out over 92,000 Tweets from the game due to the frictionless sharing made possible by Twitter and iOS 5. The Twitter integration in their iOS 5 game has emerged as a primary source of new user acquisition for Pocket Gems.

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Brand: Tap Pet Hotel | Country: US | Sector: Games | Objective: build brand engagement |Format: Twitter

Continue reading "Tap Pet Hotel gamers send nearly 100,000 Tweets per month using the TweetSheet on iOS 5" »

The Tweet and Follow Buttons deliver big value for Etsy sellers »

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@Etsy noticed early on that a lot of shop owners using their service included their Twitter account information on their shop pages. The team also noticed their community tweeting links to Etsy content, using Twitter as a way to drive traffic back to the site to increase sales. Etsy quickly realized that Twitter’s asymmetric nature presented an attractive opportunity for sellers and their pages, and the team considered how it could use Twitter both to drive purchases for their sellers and to help sellers build a loyal following. Twitter is now used heavily by Etsy sellers with over 1.3 million Tweets mentioning @Etsy in a typical 30 day period resulting in over 825,000 clicks back to Etsy. 58% of those Tweets are driven by the Tweet Button.

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Brand: Etsy | Country: US | Sector: Ecommerce| Objective: build brand engagement | Format: Twitter

Continue reading "The Tweet and Follow Buttons deliver big value for Etsy sellers" »

How Nescafe used its Facebook cover photo to promote new packaging »

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Nescafe used its Facebook timeline cover photo to illustrate fans "liking" its Facebook page to promote a new tin design. An image of coffee beans in a glass tank was used, and as each fan liked the brand, 1 bean per fan was removed. The more the likes, the less the coffee beans. The stunt was used to engage consumers with the band and create the firs tlook offer on Facebook. The new packaging was revealed in 22 hours.

Facebook case study | YouTube case study

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Brand: Nescafe | Country: Greece| Sector:FMCG Drinks | Objective: build brand engagement | Agency: OgilvyOne, Athens, Greece| Format: Facebook cover photo

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