Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 113 are the strongest we have received, with the most recent case studies at the top of this page. If you're interested in more digital marketing case studies then review our complete case study library. If you're interested in submitting case studies then email our case studies manager to find out more CaseStudies@DigitalTrainingAcademy.com.

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Volkswagen used YouTube video ads in a smart and fun way to create curiosity amongst viewers and lead them to engage with the brand. The ad was short and fast that the viewer could not skip and would be curious to know more about the advert. This was supported with an InVideo banner redirecting the viewer to the new Golf GTI’s website. The YouTube 5 second wait to skip ad turned around as a benefit by the brand and created the fastest ad on YouTube to create curiosity.

Watch the video case study below:

Volkswagen Golf GTI - "Click if you can" case from DDB España on Vimeo.

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Brand: Volkswagen| Sector: Automobile | Objective: build brand engagement | Format: YouTube advertising | Agency: DDB Spain

16/05/2013

Maes Beer used its brand name and a common surname in Belgium to attract people to get a free barrel of beer. The brand used various advertising formats to make people aware they could avail a free barrel of Maes beer if they were a 'Maes' themselves on the brand’s Facebook page. Participants could also get the free barrel by changing their Facebook name to Maes. The campaign resulted in the Maes name gaining popularity, with 7,000 new family members turning Maes into the biggest family in Belgium. FB App attracted 500,000 people in 6 weeks and added 75,000 fans in 1 day. It also resulted in being in the 6% most active Facebook pages in the world.

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Brand: Maes| Sector: FMCG, Food and Beverage | Objective: build brand engagement | Format: FB page and free beer | Agency: TBWA Brussles

16/05/2013

Days Inn used location based targeted ads to increase room stay across their 60 plus hotels nationwide and continue with their innovative mobile marketing strategy. Days Inn Business Alliance Hotels, part of the Wyndham Hotel Group, used search-based location targeted advertising via the mobile application. Any user searching for specific hotel, accommodation or related keywords was able to view a Days Inn advertisement for 15% off a 2 night stay. After the user clicked on the ad, they were taken to a banner ad that provided a click to call or click to web to make a reservation. The campaign received over 5% click through rate and 13% click to call as well as 16% click to web. In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.

Mobile marketing case study

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Brand: Days Inn| Sector: Travel & Tourism | Objective: increase bookings| Format: Mobile marketing| Agency: Ping Mobile & Multiplied Media

16/05/2013

Motorcycle tour company Route 66 Harley-Davidson created a 'mobile club' to promote its discounts and foster brand loyalty. The company used a social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20% discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower. The dealership had significant increase in sales of the specific items discounted during the campaign period. High-dollar items also saw increased sales. On sale T-shirts purchased on T-shirt Day was over 250% more than a normal day, on Leather Jacket Day, seven leather jackets were sold at the 20% discount, representing a 16% increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic.

Mobile case study

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Brand: Route 66 Harley-Davidson| Sector: Automobile | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: December 12 – 24, 2011

16/05/2013  |  Full story...

Back in 2010, the Oklahoma Lottery used traditional and social media to build a 'mobile VIP club'. The company used a social media campaign, to create brand awareness and drive sales. The campaign offered a chance to win $100 a day for 30 days by texting in and joining the Oklahoma Lottery Mobile VIP Club. They kept their audience aware of the ongoing promotion by posting winners on their Facebook page as well as their own website. The Oklahoma Lottery campaign amassed almost 13,000 people in the mobile club in one month. One week after the $100-a-day promotion ended the Oklahoma Lottery launched their new iPhone application. A mobile alert was sent to their newly created mobile club to invite everyone to download the new app. They received 667 click-throughs from the text alert the first day.

Mobile marketing case study

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Brand: Oklahoma Lottery| Sector: Entertainment | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: September 7th –October 6th, 2010

16/05/2013  |  Full story...

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

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

04/04/2013  |  Full story...

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

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

22/03/2013  |  Full story...

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

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

22/03/2013  |  Full story...

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

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

14/03/2013  |  Full story...

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 |

14/02/2013  |  Full story...

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 |

06/02/2013  |  Full story...

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 |

22/01/2013  |  Full story...

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 |

22/01/2013  |  Full story...

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 |

22/01/2013  |  Full story...

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 |

22/01/2013  |  Full story...

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

06/12/2012

US flavoured milk brand Oak claimed it had been ‘inundated with fans complaining they coundn’t buy their product in their local stores. In response, parent company Parmalat staged a series of ‘reverse robberies’ and posted the results on YouTube and Facebook. The data captured from the campaign will be passed onto the OAK sales team to help pinpoint their efforts.

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Brand: Oak, Parmalat | Country: USA | Agency: The Monkeys | Sector: FMCG, Food and Beverage | Format: YouTube, Video, Facebook, Social Media

20/11/2012  |  Full story...

How do you make a low budget online campaign for a brand that has awareness of 4%? This campaign for Lay's potato chips shows how, with a little local knowledge and some creative thinking, a small budget social media campaign can make a big impression. Over the course of the campaign, the Lays Facebook page racked up over 4 million visits- quite some reach considering Slovakia has a population of 5 million.

YouTube case study

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Brand: Lays/ Walkers | Country: Slovakia | Agency: Mark BBDO | Sector: FMCG, Food | Format: Video, social media

10/11/2012  |  Full story...

Last Christmas, Nutella ran a cross-platform ad campaign in Germany, mixing traditional and new media spend, including TV and Facebook. This case study looks at how the Facebook campaign generated more sales than TV ads for the food brand. Nutella claims that their Facebook ads accounted for 15 per cent of sales over Christmas, far outperforming their TV campaign. The Facebook ads, which took the form of a full reachblock campaign, promoted the Nutella Deutschland page.

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Brand: Ferrero, Nutella | Country: Germany | Sector: FMCG- Food | Objective: build brand awareness | Format: Facebook, TV

09/11/2012  |  Full story...

In a social media coup, a man who shared his name with travel agency Thomas Cook won a free holiday, courtesy of rival LowCostHolidays. The man (named Thomas Cook) was awarded a trip to Paris after the travel agency Thomas Cook turned him down for a free vacation. Cook eventually got his trip and posted a smiling picture of himself in Paris on the social news site Reddit, which was voted to the number one most-read item. The PR stunt highlights the benefits of on-going monitoring of competitor’s social media pages, whether Facebook, Twitter YouTube.

Facebook case study

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Brand: LowCostHolidays | Country: UK | Sector: Travel | Objective: Boost brand awareness | Format: Facebook

08/11/2012  |  Full story...

Trip Advisor used Facebook Open Graph to increase engagement with its user base. The app – Cities I've Visited- maps the frequent interactions people take to maximize the number of stories people publish. It accelerated the adoption of the app by launching a targeted ads and sponsored stories campaign on Facebook. They implemented Open Graph actions and objects such as pin a city / place, updated map, favourite place or city, rate a city or place and want to go to a place or city. Since launching with Open Graph, TripAdvisor's Cities I've Visited has seen the number of monthly active users increase by 10 times through the combination of Open Graph activity in news feed, timeline and a targeted advertising campaign.

Facebook case study

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

08/11/2012

Social music app iHeartRadio uses Login with Facebook for web login and single sign-on in their Android and iOS apps to make it easy for people to access and avoid the churn of registration forms. Also, Facebook was used to build user trust by educating people on how to turn sharing on / off and showing a facepile of friends who like the app. Consistent education of their Open Graph publishing experiences minimizes user confusion and reduces unexpected sharing. The number of Facebook-connected monthly active users has increase by 30 times since launch of Open graph.

Facebook case study

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

08/11/2012

Design-centric online store Fab.com used Facebook to attract users and engage by pushing limited time offers to encourage people to opt into the social shopping experience. It displays a ‘facepile’ of friends during authentication to make the experience more relevant to each person, which increases conversion. Fab.com prompts people to use the most popular feature - Add to favorites - on their product pages to increase sharing and generate stories that appear in news feed and timeline on Facebook. Since launching with Open Graph in January, referral traffic from Facebook has doubled and membership has grown from 1.8 million to more than 3.2 million users.

Facebook case study | Fab

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Brand: Fab| Sector: ecommerce | Objective: build brand engagement | Format: Facebook Page

08/11/2012

Starbucks used Facebook to engage with fans by letting them choose which city gets the Pumpkin Spice Latte first. Starbucks let Facebook fans make the call on which U.S. and Canadian cities would get to enjoy the holiday-themed beverage for a week prior to the national launch. An app let fans earn points for their cities through activities like doing a city shout-out or solving a daily challenge, with the real-time leaderboard on Starbucks’ Page. It was a way to reward and empower the brand’s most passionate fans. The campaign resulted in Chicago and Calgary as the 2 winning cities from USA and Canada ans a total of 144 million points. Calgary was the winning Canadian city, earning 16 % of the 38 million points racked up across 142 cities, and Chicago was the winning city from USA beating out 2599 other cities.

Facebook case study

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Brand: Starbucks| Country: USA and Canada | Sector: Food and beverage| Objective: build brand engagement | Format: Facebook Page

07/11/2012

Stuffed toy maker Squishable used Facebook to engage with its customers and devlop new products via crowdsourcing . The company uses customer feedback to develop the products. The company puts its customers at the centre of product innovation. All key decisions are made by fans, ranging from which animal should be the next squishable to what colour it should be. Squishable.com has found a reliable and cost-saving product innovation tool in Facebook. Squishable.com’s social product innovation seems to be a hit, products are back-ordered for months and the company’s fan base continues to grow.

Facebook case study

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

07/11/2012