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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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

02/11/2012  |  Full story...

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

01/11/2012

FedEx has launched a new app on Facebook that highlights how they can help your business grow better than a cheesy advertising jingle. The app invites customers to input their business details which then become customisable parts of their very own 'jingle'. The tagline and copy is the same on all the videos. It simply and effectively communicates FedEx’s message: “There are more effective ways to promote your business. We can help with business cards, banners, and brochures. FedEx. Solutions that matter.”

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Brand: Fedex | Country: US | Sector: Delivery | Agency: BBDO New York | Objective: boost conversions and subscriptions | Format:Video, App

23/10/2012  |  Full story...

To promote its new Etios car in South Africa, Toyota promised to make people smile. The Sweets for Tweets installation, created by HelloComputer and ThingKing, did just that by rewarding virtual smile tweets with real-life candy via a Wonka-like contraption. The campaign matched the new Toyota Etios tagline, “Here to make you smile”, promoting a positive brand message and putting the car across as a fun machine to drive.

YouTube case study

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Brand: Toyota | Country: South Africa | Agency: HelloComputer, ThingKing | Sector: Retail, Automotive | Format: Twitter,Mobile, social media

21/09/2012  |  Full story...

Ubisoft managed to triple sales by 300% in just 3 months through a targeted Facebook campaign for its Settlers Online game by focusing on users most likely to convert and purchase. This case study looks at how the games giant made smart use of targeting and bid optimisation to get the most out of its ad budget.

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Brand: Ubisoft | Country: Global | Agency: DMG | Sector: Gaming, Social Media | Format: Facebook

21/09/2012  |  Full story...

This 17 minute video from LEGO provides a prime example of how a brand can engage users with long-form online content, rather than 30 second TV commercials. To celebrate its 80th birthday, Lego released an engaging animated short that recounts the company’s beginnings as a carpentry business in Billund, Denmark to the global toy brand it’s become today. Launched on August 10th, the video has so far attracted over 2.3 million views and 34,000 ‘likes’ on YouTube. The viral links back to the brand's Facebook page, with has over 2 million fans so far.

YouTube case study

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Brand: Lego | Country: Denmark | Agency: Lani Pixels | Sector: Retail, Toys | Format: YouTube

21/09/2012  |  Full story...

Sportswear brand Nike and a Swedish tourism campaign scooped the top digital prizes at the 59th Annual Cannes Lions International Festival of Creativity, the largest and most coveted awards in the industry’s calendar. A key theme that the judges found this year was a shift from storytelling to behaviour, with the most successful campaigns showcasing what a brand can do, rather than via ‘stunts’ or clever messages that create buzz but have little substance or relation to the brand.

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Brand: Nike, Curators of Sweden | Media: Video, Twitter, Facebook | Country: Global

14/09/2012  |  Full story...

At the end of 2010, KLM decided to give something a little extra special to its passengers waiting to board its flights – some personalised random acts of kindness. Using information from Foursquare and Twitter, KLM identified passengers currently checked in and waiting to board KLM flights. A quick search of each person’s social media profile garnered info about their personal interests/reasons for flying. Staff then purchased appropriate gifts which they gave to passengers prior to boarding their flight. More than 40 people were presented with gifts and, being social media users, the campaign received 1m+ impressions on Twitter alone. While the stunt certainly seems time exhaustive, it was enough to generate 1m positive Tweets, while this follow up YouTube ad leaves lasting positive brand impression.

Video case study

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Brand: KLM | Media: YouTube, Twitter | Country: Netherlands | Sector: Travel | Format: Video and social media

04/09/2012  |  Full story...

After a 12-year break from the big screen, Disney needed to reinvigorate interest in the Muppets brand ahead of their forthcoming movie. Throughout the year, Disney has been running spoof trailers on YouTube mimicking popular movies at the time, giving The Green Lantern, The Hangover Part 2, The Girl with the Dragon Tattoo, Twilight, Puss in Boots, Captain America, Twilight and Paranormal Activity a muppets twist. Meanwhile, the opening trailer Green with Envy began as a generic romantic comedy, but it quickly shape shifted into a trailer for The Muppets. The Muppets marketing encompassed nearly everything in pop culture and in doing so it gained the attention of millions around the world.

Video case study

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Brand: Disney | Media: YouTube | Country: Global | Sector: Entertainment, Film | | Format: Video

04/09/2012  |  Full story...

John Lewis’s Christmas ads have become something of an annual event, and this year's £6m commercial caused quite a stir on Twitter, pushing YouTube views up past the 3 million mark, and ensuring blanket media coverage. The ad follows the story of a little boy as he impatiently waits for Christmas Day to arrive.

Video case study

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Brand: John Lewis | Media: YouTube | Country: UK | Sector: FMCG, Retail | Agency: Adam & Eve | Format: Video and social media

04/09/2012  |  Full story...

This video campaign used Facebook to campaign against knife crime. Set up the Metropolitan Police, this campaign highlighted Joint Enterprise a little-known law that means anyone knowingly involved in a murder can be charged with murder. To show how even small actions lead to a murder charge, agency Lab created ‘Who Killed Deon?’, a murder mystery Facebook page, inviting viewers to hunt the killer. At its peak, the campaign achieved 250 comments a day, with an average dwell time of 8 minutes. It was 'liked' by 50% of viewers at its peak- 5 times the average of all Facebook campaigns.

Video case study

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Brand: Public Safety Video (UK Police) | Media: YouTube and Facebook | Country: UK | Sector: Government | Agency: COI | Format: Video and social media

04/09/2012  |  Full story...

This case study from Conserve has to be the most innovative approach to search engine marketing that we have ever seen. In order to connect with their youth audience in a highly targeted and personal way Converse exploited the search engines results page by cleverly bidding on long tail keyphrases that they could assume were teenager generated.

This enabled them to own paid search advertising spaces (otherwise unexploited) to start a conversation and capture response (at a very low cost) from their target audience. With this simple tactic in place they generated numerous low cost microsites that collectively captured the imagination of their audience.

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Brand: Converse | Media: Search and websites | Country: USA / Global | Agency: Anomaly | Sector: Clothing - Footwear | Objective: Build brand equity, create relevant entertainment experiences | Format: Search engine marketing strategy that combines search with entertainment and microsites

25/05/2012  |  Full story...

Ahead of the Cricket World Cup 2011, PepsiCo India used Facebook’s video ad formats to closely engage with target audiences. The campaign’s main objectives were to create buzz, get the cricket-centric TV spots closer to consumers, create deeper level of engagement for the brand and drive traffic to an application created for the World Cup.

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Brand: PepsiCo India | Media: groupm | Country: India |Sector: Beverages | Agency: Komli | Format: Facebook Reach Block

24/04/2012  |  Full story...

Toy giant Mattel has been quick to capitalise on the growth of Pinterest, using the online ‘pinboard’ to showcase its flagship Barbie brand. So why has this iconic doll failed to get a single ‘like’ on the site so far? This case study takes a closer look…

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Brand: Mattel, Barbie| Sector: Toys| Format: Social Media

24/04/2012  |  Full story...

This case study shows how Duck Tape used Pinterest a social media platform to showcase their stationery products. The brand was a natural fit with existing fans who love to showcase their creations using the product. The duct tape brand has 19 boards with 443 pins showcasing fun way of using their products. The brand has 302 followers, 335 following and 164 likes on Pinterest. They have boards vary from their products which subtly market the various patterns they offer, to craft ideas using the products and craft videos and occasion specific boards.

Digital Marketing Case Study (Duck Tape Pinterest Site)

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Brand: Duck Tape| Sector: Retail, Eccomerce, FMCG | Format: Social Media

24/04/2012

Back in 2008, Coca-Cola was faced with a declining market share in the UK teen market. This case study reveals how the drinks giant linked on-pack point codes to an engaging Coke Zone rewards website, boosting customer loyalty and becoming the most visited UK grocery brand site in the process.

Since the scheme went live, its email offers mailshot enjoys an open rate of 49 percent and a click through rate of 71 percent. The Coke Zone site garners dwell time averages 9 minutes, and prize draw entries total 116,497. Coke Zone is now consistently the UK's no.1 Food & Drink brand website. Currently the site gets over 38 million Facebook fans and over 400,000 Twitter followers.

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Brand: Coca Cola | Media: interactive digital marketing | Country: UK | Sector: FMCG Drinks | Objective: engage the youth market | Agency: Carlson Marketing | Format: Multi-Channel Marketing

Digital Marketing Case Study | Coke Zone's holiday video

13/02/2012  |  Full story...

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

05/01/2012  |  Full story...

Wendy’s wanted to increase awareness and drive excitement around the launch of their new ‘Flavour Dipped Chicken Sandwich’ in October 2008. The solution was provided by Facebook in the form of an engagement ad: the virtual gift. This allowed users to send a virtual ‘Flavour Dipped’ sandwich with a personal message underneath. The result was a boost in awareness for the brand with over 191,000 gifts given in the first week; as well as buzz creation, with discussions about ‘Wendy’s’ rising 60% while the gift was available.

Download the case study: Wendy's - Facebook | Facebook | Wendy's

28/04/2010

Microsoft Advertising’s behavioural targeting technology ensured a high performance launch for Vauxhall’s new Insignia, steering ads directly to those actively engaged in researching auto purchases.

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26/04/2010

In-game advertising on the Massive network provided the genuine buzz needed to establish FCUK as a leading fashion brand for young men. Previously used as a campaign slogan by clothing brand French Connection, the big rises in awareness and word-of-mouth recommendation delivered by the campaign helped to establish FCUK as a brand in its own right.

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26/04/2010

Mobile advertising provided French insurance company MMA with a highly personal platform for warning young French adults of the dangers of drink driving. An innovative range of mobile content, including virtual breath tests and designated driver generators, drove a 2 per cent clickthrough rate, and a ten-fold increase in traffic on MMA’s road safety mobile site.

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26/04/2010

Adapting creative to the in-game environment propelled Canon to impressive recall amongst opinion formers and helped to establish the brand as leader of the camcorder pack.

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26/04/2010  |  Full story...

An anarchic Messenger agent, dedicated to showing up the shortcomings of traditional emoticons, sparked a rapid-growing revolution in the way Greek users chat online. “Face” did more than boost interest in the LifeCams and LifeChats range of webcams and headsets. Short-tempered and frequently hilarious, he was soon a star of the most popular Greek blogs with his own Facebook following.

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26/04/2010

Deployed to boost brand metrics and key perceptions for secret agent movie Get Smart, web and mobile advertising proved that arming a campaign with multiple platforms dramatically increases brand impact. Viewing intent rose by a spectacular 49.9 percentage points amongst those exposed to the online campaign who also recalled seeing Get Smart ads on their phones.

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26/04/2010

Tantalising potential visitors with a whirlwind tour of the city’s hottest dating spots proved an irresistible online strategy for Hong Kong, doubling the target number of visitors to the Hong Kong Tourism Board’s promotional webpage, and seducing Japanese tourists in dramatically increased numbers.

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26/04/2010