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.

1-800-FLOWERS.COM uses mobile advertising to build brand awareness and boost CTR »

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1-800-FLOWERS.COM used mobile advertising to drive traffic and incremental orders and create competitive advantage. The campaign used Google’s AdMob platform to run a sponsored link on mobile search results, telling customers that they could purchase flowers and gifts from a mobile device even at the last minute. The campaign resulted in 2 million mobile impressions, driving traffic and incremental orders. CTRs were 2-3 times higher than the Google desktop based campaign.

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Brand: 1-800-FLOWERS.COM |Media: Google Admob | Country: US |Sector: Retail| Format: Google Ad words

Digital Marketing Case Study

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Case study: Yes rich media campaign gets 140% higher click-through rate »

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Malaysian 4G mobile operator Yes made innovative use of rich media to engage and convert the target audiences, resulting in a click through rate 140% higher than average. The campaign encouraged consumers to subscribe and pre-register for the service before its official commercial launch by rich media site takeovers via Better Digital Solutions across all major news portals in the country. This case study shows how with the use of innovative rich media advertising and with clear call to action, Yes enticed and engaged users and also led to strong branding and conversions. Not just clicking customers but approx 0.79% of non clicking impressions also led to conversions. The average Dwell time of users interacting with the campaign was 73.06 seconds 1.6 times the benchmark and average dwell rate 13.39% 1.9 times the benchmark. The CTR for the campaign was 140% higher than the Malaysian CTR benchmarks of 0.73%.

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Brand: Yes |Media: Better Digital Solutions MY | Country: Malaysia |Sector: Telecommunications | Agency: Agenda Asia MY, Carat MY, Media Mind | Format: Rich Media, Site takeover

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Fluent Mobile uses mobile advertising to acquire 400,000 new customers »

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Mobile software developer Fluent Mobile made use of mobile display ads to efficiently reach a large percentage of their target audience: iPhone, iPod touch and iPad users. The purpose of the campaign was customer acquisition at a cost of less than $1/install. Since advertising began Fluent Mobile acquired 400,000 users and earnings were up by 2500%.

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Brand: Fluent |Media: Google Admob | Country: US |Sector: Telecommunications| Format: CPC Ads

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Case study: How Orabrush got 16m YouTube views on a $500 budget »

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In this case study, Orabrush made smart use of YouTube to create buzz around the brand and generate sales. The dental brand's YouTube video generated 16 million views with a budget of just $500. After 2 years the results are 160,000 followers of the ads on YouTube, 43 million views and 1 million brushes sold online

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Brand: Orabrush |Media: YouTube | Country: Spain |Sector: Oral Healthcare| Format: YouTube Video

View the first YouTube commercial | View the case study 'How they went to Walmart' | View the infographic | Read the Google Blog

Case Study: Reelz uses ‘Smart Versioning’ for ongoing updates to video advertising »

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Cable channel Reelz used a technique called ‘Smart Versioning’ to continually adjust text, video and URLs in ads based on response, in order to boost ROI. As a result, the campaign achieved a 200% higher dwell rate than average.

The purpose of the campaign was to get audience attention and increase the website traffic.
Smart Versioning enabled for ongoing changes, text, video, and URL feeds. And all updates that would otherwise take hours with smart version can be done in only a few minutes. The regular ongoing updates resulted in high dwell rate.

The campaign resulted in dwell rate of 10.35%, 200% more than the entertainment vertical.

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Brand: Reelz| Sector: Entertainment| Agency: Haworth, Reelz Channel, MediaMind | Format: Smart Versioning

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MUST uses multi-channel ‘virtual character’ to boost sales »

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Bubble Gum brand MUST used a virtual character ‘Mustika’ to create brand awareness and increase market share and sales, via a multi-channel competition.

The more the users engaged with the character more points hey gained, improving the chance to win the competition. To engage the users they were made to be involved from creating the character to sending it to friend. Every time they interacted with the character they gained points. The grand prize for the competition was a trip for 2 to Paris, the next 3 winners were awarded a personal supply of MUST Gum for a year. The campaign’s maximum potential exposure was attained and the average frequeny of the campaign was 4.3.

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Brand: MUST Bubble Gum| Sector: Entertainment| Agency: LH Media, Media Mind | Format: Behavioural Targeting, Rich Media, Email, Social

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Barista Facebook campaign creates brand awareness and engagement »

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Coffee house chain Barista used Facebook to create awareness of its seasonal 'Hawaiian Summers' menu, encouraging users to engage with the brand. The campaign created a Facebook fan page loaded with a games app and contest.

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Brand: Barista Lavazza |Media: Facebook | Country: India |Sector: Hospitality | Agency: AliveNow | Format: Facebook page, Facebook Game App

Read the case study here | View the eCRM mailer

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How Visit Britain used Facebook to double fan base »

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Visit Britain used social media marketing to increase the fan base, with the use of Facebook sponsored stories, page like and page post sponsored stories, resulting fan base to increase from 126,173 to 255,751. The campaign used targeting to friends of friends and ran from 25 April to 1 May. The sponsored stories, page likes and page posts were shown to friends of people who had ‘Liked’ or commented on the page. The 1 week campaign resulted in a 29% increase in feedback on page posts. The number of likes was doubled.

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Brand: Visit Britain |Media: Facebook | Country: UK |Sector: Tourism| Format: Facebook Sponsored Stories|

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How Costa used customer insight to achieve brand loyalty »

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This case study shows how Costa used Customer insights to transform the business via product development, loyalty schemes and marketing campaigns.

Based on research findings that 10% of overall coffee customers made up for 50% of Costa visits, Costa introduced the loyalty card Costa Coffee. Costa now has more than 6 million loyalty cards in circulation just 18 months after launch. The loyalty programme was designed also based on the insight that UK shoppers prefer points collection schemes, such as Nectar and Boots Advantage Card.

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Brand: Costa Coffee| Sector: Food and Beverages| Format: Customer Insight

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Crate & Barrel uses rich media mobile advertising to boost clicks »

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Crate & Barrel used a Rich Media Ad Unit on mobile to create awareness and drive traffic to its mobile website. The US homewares retailer use AdMob’s rich media ad units with interactive interstitials, full screen expandable ads and banner ads Crate and Barrel created awareness resulting in more than 34,500 users on the website.

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Brand: Crate&Barrel|Media: Google Admob | Country: United States |Sector: Furniture| Agency: Ignited Agency | Format: rich media ad unit

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Samsung targets sports app fans to boost TV sales »

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Engaging a high net-worth, tech-savvy adult male audience with a brand is a tough challenge, but Samsung made smart use of mobile advertising to build brand engagement, driving 198,000 users to a post-click experience.

The purpose of the campaign was to build awareness about the LED 3D TV and drive purchase intent. The campaign resulted in 113% increase in mobile ad awareness & 27% increase in both purchase consideration. Samsung used targeting, and multiple ad formats including interactive ads for iPhone and Android . It also sponsored the popular Sports Tap app, which reached their target audience on mobiles irrespective of the handset and technology they were using. The campaign got a CTR of 1.21% and 50,000 video views. The greater impact of the campaign was the positive inclination towards the brand, with 38% increase in agreement with the statement “Samsung is a leader in new technology”

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Brand: Samsung | Media: Google Admob | Sector: Telecommunications| Agency: MediaVest | Format: Interactive video ads, Expandable canvas ads, Banners and Text links

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TV channel G4 gets 3,800 app installs from mobile CPC banner campaign »

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TV channel G4 used mobile ads as a cost-effective way to get consumers to install their Android App. G4 used CPC text and banner ads on the AdMob mobile display network reached its target audience. The campaign drove over 3,800 installs and a 8.01% conversion rate for the campaign over all.

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Brand: G4|Media: Google Admob |Sector: Telecommunications | Format: Text & Banner ads

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Interactive mobile ad unit drives trailer views for Universal’s ‘The Wolfman’ »

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Universal used AdMob’s Interactive Ad Unit on mobile to create buzz around the brand and encourage brand engagement.

With the use of AdMob’s auto-play interactive a units and text and banner ads Universal created a buzz resulting in 31% increase in the intent to view its upcoming movie ‘The Wolfman’. The campaign resulted in 69% increase in mobile ad awareness and a 31% increase in both release date association and intent to see the film.

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Brand: Universal |Media: Google Admob | Country: Spain |Sector: Entertainment| Agency: Ignited Agency | Format: Auto-Play Interactive Ad Unit

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Avatar page takeovers attract high engagement and dwell rates »

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Twentieth Century Fox used interactive advertising to promote the Blu-Ray and DVD release of blockbuster film Avatar, resulting in a 35% higher than average dwell rate. The campaign used a homepage takeover and interactive video to showcase the video content and recreated the interface from the film.

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Brand: Avatar | Country: USA| Sector: Entertainment| Agency: Moxie (US), Vizeum (Int), Think Jam, Media Mind | Format: Screen Takeover

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Case study: Predators game and expandable creates buzz and engagement »

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Twentieth Century Fox created an interactive game and expandable banners to promote action horror film Predators, resulting in high dwell rates and brand advocacy. The campaign used expandable banners, featuring an interactive game (complete with with blood spatters). The game gave users the opportunity to choose their weapons and engage with brand via the game. The gamification enabled users to experience the storyline of the film and also enabled to enter a global MPG. The average dwell time for the campaign was 35.7 seconds 80% above benchmark and the average dwell rate 8.27% nearly 10% higher than benchmark.

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Brand: Predators | Country: USA| Sector: Entertainment| Agency: Moxie (US), Vizeum (Int), Think Jam, Media Mind | Format: Interactive Game in expandable banner

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Cornetto projection mapping rewards gamers with ice cream coupons »

This on-street campaign from Cornetto in Turkey raised awareness of Unilever's Ice Cream brand with a game that was playable via projection mapping over 3 days, in a central square in Istanbul. The interactive game was playable by passersby who had to call a number to enter, which then enabled them to control a character within the game using the keypad on their phone. The game was only playable by 5 people at a time, encouraging people to watch the action while they waited their turn. If the player is successful, they get a code to redeem for a free ice cream.

Case study: Despicable Me YouTube takeover gets 30 times more clicks than average »

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Universal made innovative use of YouTube’s homepage banners to promote its Despicable me movie, garnering high dwell and click through rates. The campaign took over the YouTube homepage in seven markets- UK, Germany, France, Spain, Italy, Netherlands & Australia. Universal got viewers to click on banners and also share on Facebook and Twitter, with a click rate of 0.44% which is higher than the average CTR for the entertainment vertical. The average Dwell time of users interacting with the campaign was 90.40 seconds, 1.6 times higher than benchmark & the average dwell rate 54.83%, 7 times higher than benchmark. The CTR was 11.89% which was 30 times more than benchmark.

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Brand: Universal |Media: MediaCom UK | Country: Spain, Nethrlands, Australia, UK, Germany, France, Italy |Sector: Entertainment | Agency: Feref Digital, Media Mind | Format: YouTube Takeover

Read the case study here: MediaMInd

Inception’s Rich Media homepage takeover smashes CTR benchmarks »

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Warner Brothers used a striking rich media campaign to drive awareness of the DVD released of blockbuster movie Inception, achieving much higher than average dwell rates and click through rates as a result. The campaign employed a user-initiated video within a banner on gaming website GameSpot, showcasing the movie’s special effects. Warner worked with CBS interactive and used Media Mind’s Glider takeover format. The ad begins with the homepage falling towards the user, revealing the world of Inception. The ‘fallen back’ homepage remains visible throughout the experience, so the user maintains a connection to the GameSpot site while exploring the ad. The Dwell rate for Glider Takeover was 21.87%, 268% improvement over the benchmark & CTR was 247% improvement over the benchmark

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Brand: Warner Home Video |Media: CBS Interactive | Country: US |Sector: Telecommunications | Agency: Media Mind | Format: Glider Takeover on GameSpot

View the case study here: MediaMind

Lacta Facebook app lets users compare friends to chocolate bars »

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Lacta Chocolate’s Facebook App made smart use of social media, boosting brand engagement and tripling their fanbase in the process. The app let users customise the Lacta chocolate wrapper with their loved ones names and compare them to the particular flavour before, uploading the results to their wall, reaching out to hundreds of people on their list. The campaign demonstrates how Lacta used an engaging and appropriate app to get their fans to become brand promoters. This was done using a simple consumer insight that people enjoyed comparing their loved ones with chocolate. The App lead to 135,000 users sent out 300,000 virtual Lacta Chocolate in first week. In two months the number of Fans increased from 87,000 to 250,000, almost 3 times. The campaign lead to an increase in the number of likes on Facebook approximately 396,000 likes.

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Brand: Lacta |Media: Facebook | Country: Greece |Sector: FMCG | Agency: OgilvyOne Athens | Format: Facebook Application

Link to YouTube Video: Lacta | Link to Facebook page

Case Study: Heinz Facebook App uses personalised soup cans to boost brand engagement »

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Heinz used a Facebook App to allow users to send friends personalised soup tins, with messages appearing below the iconic brand. The campaign allowed fans to choose their soup variety, personalise with the friend’s name and pay £1.99 to get the can delivered to their friend in days. This case study shows how with Facebook App, Heinz got fans to send out personalised soup cans friends in the cold and flu season. The campaign combined F-commerce and personalisation with seasonality to create positive brand image and increase engagement. The campaign also led to mentions on other social platforms such as Twitter.

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Brand: Heinz |Media: Facebook | Country: United Kingdom |Sector: FMCG | Agency: We are social | Format: Facebook App

Read the case Study here: We Are Social | Visit the Facebook page here Heinz

How Reckitt Benckiser used mini game apps to recruit talent »

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Reckitt Benckiser used a suite of eight online and mobile mini-games to raise brand awareness among students and graduates early in their career, as part of a recruitment drive. The games are available online and via iPhone and Android Apps. The games are promote the 8 ‘power brands’ of Reckitt Benckiser; Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish & French Mustard. The games were promoted via social media seeding strategy which targets relevant gaming portals, news groups and communities.

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Brand: Reckitt Benckiser |Media: Social feeds, Communities & Gaming portals| Sector: FMCG | Agency: TAMBA, The Workroom | Format: Online Games, iPhone & Android Apps

View a video of the campaign: Reckitt Benckiser | View the Facebook page | View the official website: CrazieRBrands | View Tamba's Case Study

How Lego used an augmented reality gaming app for brand engagement »

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Lego engaged customers with a ‘Life of George’ app, inviting consumers to combine real Lego bricks and an iPhone to take part in an augmented reality game. Using a free EyeCue-enabled iOS app, players are tasked with recreating ‘George's’ photographs using 144 included Lego bricks on a specialized "green screen-like" gaming mat. Once the model is complete, the user takes a photo with the iDevice to be scored based on building speed and accuracy to the original picture. The $30 kit promises 12 levels featuring 10 photos each, and varying difficulty levels. For added replay value, there's a two player game and a creation mode which lets users create playable models out of their own snapshots. In addition, a Facebook page, lets users chare scores and photos of their creations.

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Brand: Lego |Sector: Games | Format: Augmented RealityGaming App

View a video of the campaign: Lego | View the iTines store: Life of George | View the Facebook page: I am George

Case study: How Leroy Merlin’s ‘offers carousel’ banner boosted brand engagement »

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Spanish homewares retailer Leroy Merlin used a dynamic ‘carousel’ offers banner to improve brand engagement, driving sales and enjoying a huge dwell rate in the process. Working with MediaMind, Leroy Merlin displayed 62 offers to consumers depending on date and user response. The banner was updated via XML feed, making any modification possible in real time without needing to stop any live ads. The three week campaign used adverts on leading home and decorating sites, the banners showcased the special offers and included video and an option to download catalogue in pdf format. The Dwell time was 85.91 seconds which is 78% greater than the benchmark 48.02 sec. The pdf catalogue was downloaded 2,577 times. Using the carousel –style browsing 32,393 views of discounts of the day was recorded for 13,400 products.

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Brand: Leroy Merlin |Country: Spain |Sector: Retail| Agency: OMD, Media Mind | Format: Dynamic Banner, Digital Shop, Carousel Format

View the campaign: Leroy Merlin | Download the Case Study: Offers Carousel

How Movistar used Twitter to engage sports fans on interactive banners »

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This ‘battle of the tweets’ football campaign pitted Real Madrid and Barcelona fans against each other to promote Spanish mobile network Movistar. The firm worked with MediaMind to engage with the target audiences, achieving dwell rates 3 times higher than the national average. The campaign invited fans of Real Madrid or Barcelona to tweet for their team and demonstrate support via banners on ElMundo.es.

Using interactive rich media advertising on ElMundo.es, Movistar got readers to demonstrate their passion for soccer, with real time tweets appearing in the ad. More than 300,000 users viewed the campaign. The campaign used the homepage of ElMundo.es as a huge screen based on a new masthead format of 990x250 . The average Dwell time of users interacting with the campaign was 53 seconds and average dwell rate 17.27% nearly 3 times the Spanish benchmark of 6%.

“The most striking thing is that the rate of impressions with dwell time was almost three times the average for the Spanish telecommunications sector, confirming this new format of ElMundo.es as great brand placement” – Cesar Alonso, Head of Online Advertising at Movistar

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Brand: Movistar |Media: ElMundo.es | Country: Spain |Sector: Telecommunications | Agency: McCann, Arena Quantum, Media Mind | Format: Twitter Connect, FileGrab

View the campaign: Movistar | Download the Case Study: Battle of the Tweets

How Sony pictures used rich media to create buzz for 3D film Smurfs »

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To promote the Smurfs film in Malaysia, Sony Pictures used interactive rich media ad formats to closely engage with the target audiences and generate high dwell rates. The campaign’s tone was fun and entertaining, to keep in line with the feel of the movie.

This case study shows how, with rich media advertising on MSN and MSN Messenger, Sony Pictures got viewers to engage with the brand on the website itself. Users spent and average of 146.36 sec on the banner and the average dwell rates of the campaign were 8.62%, which is above the benchmarks of Malaysia. The campaign was targeted toward the key audience of the movie- teens and young adults age 12-25 and parents with children age 5-12 years. The purpose of the campaign was to create viral buzz about the movie and drive ticket sales for the release of the movie.

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Brand: Sony Pictures| Media: MSN Malaysia, MSN Windows Live Messenger | | Country: Malaysia | Sector: Entertainment |Agency: Universal McCann MY, Monster Interactive MY |Format: Rich Media Interactive 3D ads

Download the Case Study: Sony Pictures

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