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With over 1,000 digital marketing case studies in our library, there are great examples for how digital marketing satisfies any marketing objective you have.


Fmcg Digital Marketing case studies: we currently have 372.

Any agency or media owner can submit case studies to our team and these 372 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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Viral marketing case study: Carlsberg stunt with bikers in cinema gets 10m views

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This viral video for Carlsberg beer shows what are purportedly real-life “innocent” couples entering a Belgian movie theater that happens to be filled with 148 mean-looking bikers. While most couples leave, the ones brave enough to take their seats are rewarded with a burst of applause and a toast with bottles of Carlsberg beer as the message, "That calls for a Carlsberg" comes up on the cinema screen. Brussels-based ad agency Duval Guillaume Modem came up with the stunt, which was staged in a cinema in Belgium. Carlsberg introduced its new strapline at the beginning of the year to promote itself as a beer that stands for tradition, quality and great taste.

YouTube case study

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Brand: Carlsberg | Media: Video | Country: Belgium | Sector: FMCG, Food and Beverage | Agency: Duval Guillaume | Format: YouTube

01/08/2012  |  Full story...

Viral marketing case study: Smartwater: The Jennifer Anniston 'Sex Tape' gets 10m views

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With over ten millions views, the Smartwater video or better titled ‘Jennifer Anniston Sex Tape’ has been a smash hit. A humorous self-parody, it includes all the attributes of the ultimate viral; cute animals, dancing babies, and a beautiful woman (Jennifer Anniston) acting seductively. The real reason the video has been successful is that it doesn’t take itself too seriously. It’s a clever campaign that’s able to parody successful viral videos while at the same time weaving together the same ingredients (humour, sex, celebrity) into its own.

YouTube case study

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Brand: Smartwater | Media: Video | Country: US | Sector: FMCG, Food and Beverage | Agency: Zambezi | Format: YouTube

01/08/2012  |  Full story...

Social media case study: McVities Facebook campaign gets fans sharing cake coupons

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United Biscuit’s cake and biscuit brand McVities has launched a ‘Bring Out The Cake’ campaign, designed to get Facebook fans sharing coupons to promote the brand’s cake range. The firm is working with Coupons.com to manage the digital coupon element of its national campaign created by independent marketing agency, RPM. The campaign has generated 26,903 likes and 4,970 conversations since its launch.

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Brand: McVities | Media: Facebook, Social Media | Country: UK |Sector: FMCG | Agency: RPM |

20/07/2012  |  Full story...

YouTube Case Study: Coca-Cola ‘security camera’ ad gets 5m YouTube views in one month

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This heart-warming video from Coca-Cola continues the beverage giant’s ‘Happiness’ brand message, turning the negative perception of security cameras into something much more positive- boosting customers perception of Coke in the process. Historically, Coca-Cola has understood better than most that if you make people feel good while watching your advertising, it rubs off on your brand. The video has racked up over 5.4 million YouTube views and 44,500 ‘likes’.

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Brand: Coca-Cola | Media: Video, YouTube | Country: Global |Sector: FMCG | Agency: Landia

YouTube case study

20/07/2012  |  Full story...

Mobile Case Study: Foot Asylum boosts mobile sales 500% after site revamp

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At the end of last year, Footwear retailer Foot Asylum underwent a major revamp of its mobile site, with simpler navigation and more incentives to buy the products. This case study shows how the shop saw its mobile sales increase a massive 500%, even bucking seasonal dips. The challenge for Foot Asylum was to take advantage of the increased mobile traffic they were receiving. They enlisted One Iota to design and build a fully optimised mobile site. This made navigation simple and provided an intuitive way to add products to the basket as well as the ability to checkout with ease. Revenue generated by mobile handsets has increased by a staggering 500% from August – February.

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Brand: Foot Asylum | Media: Mobile | Country: UK |Sector: FMCG | Agency: One Iota, Affiliate Window| Format: Mobile

Mobile case study

20/07/2012  |  Full story...

Tohato uses mobile social gaming to create brand engagement

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Savoury snack maker Tohato used mobile internet and QR codes on packaging to launch two new flavours and create a buzz in Japan. A mobile phone game called "World's Worst War" was designed pitting Tyrant Habanero's Imperial Army against Satan Jolokia's Demon Army in a war to decide the ‘hottest and tastiest snack’. Players purchased their preferred product, scanning a QR code on the package into their phones to select a faction on which to side. The participants could then accumulate points and rise in rank by recruiting friends to join twice-weekly massively multiplayer online battles against countless other players. This case study shows how to make advertising money work hard, to attract, engage and change behaviour. The campaign also drove advocacy and word of mouth and demonstrates the binding power of co-creation communication strategies. The game resulted in participation of over 10,000 people and led to communities discussing the battle strategies. The campaign resulted in increase page views on the website to 100,000 per day.

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Brand: Tohato |Media: Mobile| Country: Japan |Sector: FMCG | Agency: Hakuhodo | Format: Multiplayer Online Game

YouTube case study

18/07/2012  |  Full story...

Mobile case study- Coca-Cola branded iPhone game drives teen engagement

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Coca-Cola has made a foray into advergaming with their new title, Crabs & Penguins. The beverage giant made smart use of gamification techniques, with a music soundtrack and social media links, to build long-term engagement with consumers by letting players unlock levels and learn about a story.

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Brand: Coco-Cola |Media: Communities & Gaming portals, Smartphones, Mobile | Sector: FMCG | Agency: Ember Lab | Format: iPhone App |

YouTube video: Coca-Cola | Mobile App: Crabs and Penguins | Micro-site campaign: Crabs and Penguins

04/07/2012  |  Full story...

Digital case study: Ace uses soap-opera style mystery to create awareness and triple sales

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The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.

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Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made

Facebook case study | YouTube advert

29/06/2012  |  Full story...

Social media marketing- Unilever uses Facebook vouchers for Marmite cereal bar giveaway

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In early 2010, Unilever launched a campaign on Facebook to distribute samples of its new Marmite Cereal Bar and to drive awareness of the new product. This case study shows how the brand used the Facebook Ad Units format to create buzz, generating 22m impressions and distributing 33,000 samples to its target audience of mums and young adults.

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Brand: Unilever Marmite |Media: Facebook | Country: UK |Sector: Food & Beverages| Agency: Mindshare | Format: Facebook Ad Unit

14/05/2012  |  Full story...

Facebook case study: Cadbury video viral gives ‘thumbs up’ to 1 million social media fans

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The Cadbury Dairy Milk UK Facebook Page reached a social media milestone when it welcomed its one millionth fan on Saturday, January 7, 2012. To say thank you, the brand constructed a giant chocolate Facebook ‘thumbs up’, piece by piece, from thousands of Cadbury Dairy Milk bars and put the video on the social network. This case study shows how Cadbury managed to keep the momentum of its growing social media audeience.

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Brand: Cadbury Dairy Milk |Media: Online, email | Country: UK|Sector: FMCG | Agency: Hypernaked | Format: Facebook Page Videos

09/05/2012  |  Full story...

Case study: What Barbie is doing wrong on Pinterest

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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...

Case study: Duck Tape uses Pinterest to market brand via consumer generated content

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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

Video viral: LG’s 'Smart Thief Caught on Camera' gets 4.5m YouTube views

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LG’s minute-long 'smart thief caught on cam' guerrilla-style ad for its slim televisions amassed 4.5m YouTube views and over 50,000 shares across social media networks. This case study looks at how the electronics firm used viral video advertising and an amusing play on the products features to drive comsumer engagement.

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Brand: LG | Media: YouTube, TV, Social Media | Agency: Y&R | Country: Amsterdam | Sector: FMCG / Electronics

14/03/2012  |  Full story...

Digital Vs TV spend: Cadbury's online video advertising gets 4 times more ROI than TV

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Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.
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Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG

06/03/2012  |  Full story...

Case Study: How Coke Zone’s customer loyalty scheme became the top grocery brand site in the UK

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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...

The secret is out there: How Coca Cola used a multi-channel advertising campaign to engage the teen market

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Many companies worry about how their brand is being talked about online as it is seems unpredictable and uncontrollable. This case study shows how Coca Cola encouraged conversations to happen about their brand with a multi-channeled digitally focused ad campaign full of relevant, engaging and viral content.

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Brand: Coca Cola | Media: interactive digital marketing | Country: US | Sector: FMCG Drinks | Objective: engage the youth market | Agency: Wieden+Kennedy | Format: multi-channel advertising

Digital Marketing Case Study Video

07/02/2012  |  Full story...

Facebook marketing: Customer service from Sainsbury’s goes viral on Facebook

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In an example of how good customer service can pay dividends, Sainsbury’s response to a three-years old’s letter about renaming Tiger Bread went viral, ultimately resulting in the supermarket chain changing the name of its product in stores to ‘Giraffe Bread’. Despite being more than seven months old, the story was resurrected and has had more than 14,000 ‘shares’ on Facebook. The girl’s mother went on to upload the letters to Facebook, starting the 'Campaign to change Tiger Bread to Giraffe Bread at Sainsbury's' which went viral, registering hundred of Facebook 'likes' and comments, and nudging Sainsbury's into action.

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Brand: Sainsbury’s | Media: Social Media, Customer Relationship Management | Sector: FMCG | Format: Social Media, Retail

01/02/2012  |  Full story...

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.

08/12/2011

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

16/11/2011

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

16/11/2011

Old Spice case study: How a 75-year-old brand changed digital marketing forever

Before this now-legendary social media and video campaign, Old Spice was a brand that was previously associated with old men. This case study looks at how the ‘Man Your Man Could Smell Like’ YouTube ad got 6 million YouTube views in its first week, netting the P&G brand a sales increase of 125% year-on-year in a highly competitive market dominated by Unilever’s Axe.

11/06/2011  |  Full story...

Case Study: Splenda | Media: Facebook | Country: Global | Sector: FMCG - Food and drink | Objective: Trend creation, buzz, purchase intent | Format: Social media

splenda.jpgMcNeil Nutritionals, a Johnson & Johnson company, was looking for the most effective way to test market Splenda Mist, a spray form of Splenda No Calorie Sweetener. In order to drive awareness among the target consumer (women 25+), facilitate sampling of and solicit feedback on the product, the Splenda Brand turned to Facebook. Splenda utilized Facebook advertising, marketing, and developer platforms to create the first-ever product launch and sampling campaign on Facebook. The resultant launch on Facebook exceeded all Brand expectations, demonstrating the power of Facebook as a highly effective tool for driving consumer engagement and feedback.

Download the case study: Splenda - Facebook | Facebook | Splenda

28/04/2010

Case Study: Wendy's | Media: Facebook | Country: Global | Sector: Food | Objective: Trend creation, buzz, purchase intent, brand awareness | Format: Social media

wendys.jpgWendy’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

Case Study: Festival | Media: MSN | Country: Columbia | Sector: FMCG - Food and drink | Objective: Purchase intent, buzz, engagement | Format: Social media

Festival.jpgThe chance to design their own emoticon kept tweens clicking on the cookie brand’s Windows Live Messenger tab, with over 306 million hits helping to drive a 35 per cent increase in sales.

Download the MSN case studies compendium

26/04/2010

Case Study: Coca-Cola | Media: MSN | Country: Coca-Cola | Sector: FMCG - Food and drink | Objective: Engagement, click through, integration, purchase intent | Format: Video, social media

CocaCola.jpgA spectacular two-stage campaign across a range of Microsoft Advertising channels turned Coca-Cola’s popular ‘Happiness Factory’ ad into an online cinema event with a nation-wide community following and spectacular engagement levels. With over 13 million ad impressions, double-digit click-through rates and 600,000 downloads, there was a lot of happiness to go around.

Download the MSN case studies compendium

26/04/2010

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