Digital marketing industry case study library

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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.


Video case studies: we currently have 368.

Any agency or media owner can submit case studies to our team and these 368 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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Spoof Bodyform CEO responds to Facebook man’s rant- and gets 3m views in a week

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UK maxi pad brand Bodyform has created a viral ad with a fictional CEO responding to a Facebook user, who accused the company of lying to the public. Facebook user Richard Neill wrote a sarcastic comment on Bodyform's page earlier this month poking fun at the company's depiction of a woman's "wonderful time of the month" in its TV ads. At the time of this publication, Neill’s rant totalled 88,745 likes and 3,848 comments. The spoof video - which has so far notched up nearly 3m views on YouTube - ends with the CEO thanking Richard for lifting the veil on their lies and exposing the truth.

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Brand: Bodyform | Country: UK | Sector: FMCG healthcare | Agency: Carat | Objective: Boost brand awareness | Format: Video, Facebook, YouTube

09/11/2012  |  Full story...

Social media case study: P&G anti-bullying campaign increases Secret deodorant sales by 9%

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Procter & Gamble’s Facebook campaign for its Secret deodorant smartly matched the brand to a key issue facing its target audience- cyber bullying. The “Mean Stinks” used video and social media in an ‘always-on’ approach that resulted in a 9% uplift in sales. Procter & Gamble chose to advertise on Facebook to generate awareness for Secret deodorant’s “Mean Stinks” program and selected a female audience likely to be receptive to the campaign. The ad featured a confessional-style video of a girl admitting that she had bullied others, realising the damage she had caused, and apologising. In the 26 weeks after the Mean Stinks campaign launched, Secret experienced a 9% increase in US sales and an increase in engagement with its Facebook Page.

YouTube case study |

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Brand: Procter and Gamble | Country: USA| Sector: FMCG Healthcare | Objective: build brand engagement | Agency: Leo Burnett, IMC2, Marina Maher Communications, UEG, iProspect | Format: Facebook, Video, YouTube, social media

09/11/2012  |  Full story...

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


07/11/2012

Kit Kat performs own ‘space jump’

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In honour of Felix Baumgartner’s landmark skydive from the edge of space, Nestle sent a Kit Kat bar into the ether with a video camera. The 'Break from Gravity' project saw the four-fingered chocolate bar sent to a height of 22 miles after beginning its ascent from Cambridgeshire at 11.20am on Saturday (13 October). Camera footage, which tracked the Kit Kat’s ascent and descent, was shared via the brand’s social media channels.

YouTube video

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Brand: KitKat | Country: UK | Sector: FMCG, Foods | Agency: JWT London | Objective: Boost brand awareness | Format: Video, Facebook, YouTube

24/10/2012  |  Full story...

Fedex captures data to create personalised jingle

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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...

C4 strikes Paralympic gold with ‘Superhuman’ online ad campaign

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This summer saw Channel 4 run its ‘Superhuman’ campaign to promote the London Paralympic games. Working with Mediasyndicator, the online element of the promotion attracted more than 150,000 interactions. As part of Channel 4’s ‘Meet the Superhumans’ online Paralympics advertising campaign, deployed in partnership with digital advertising specialists, Mediasyndicator, also captured the attention of online audiences – with results revealing the campaign achieved over 150,000 interactions.

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Brand: Channel 4 | Country: UK Sector: Broadcast | Objective: build brand engagement | Agency: Mediasyndicator, | Format: Video, display

11/10/2012  |  Full story...

Nestle puts GPS trackers in Kit Kat bars to deliver prizes

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In the autumn of 2012, Nestle launched a (slightly creepy) new promotion for its Kit Kat, Yorkie and Aero bars, embedding GPS trackers in select bars, with the promise to track down the buyer within 24 hours to deliver a £10,000 prize. The UK promotion called 'We will find you', involved six KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium, or Yorkie bars. Nestlé devised the campaign to appeal to men, and backed the marketing blitz with TV ads and a smartphone campaign.

YouTube advert

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Brand: Nestle | Country: UK | Sector: FMCG Food | Objective: build brand engagement | Agency: JWT London | Format: YouTube, social media, retail

05/10/2012  |  Full story...

Twitter case study: Waitrose tweet contest- PR disaster or triumph?

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A Twitter campaign from Waitrose became the subject of ridicule during September 2012, once again sparking the debate as to whether there’s ‘no such thing as bad publicity’ on social media. The supermarket invited Twitter customers to finish the sentence ‘I shop at Waitrose because…’, asking them to include the hashtag “#WaitroseReasons”. Most of the tweets made fun of Waitrose’s prices and its upmarket image. This case study examines the risks and rewards of running hashtag-based social media campaigns...

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Brand: Waitrose | Country: UK | Sector: Retail, Supermarket | Format: Twitter, social media

26/09/2012  |  Full story...

Case study: Topshop live shopping fashion show gets 2 million viewers

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Topshop attracted more than 2 million people to its live streamed fashion show at London Fashion Week, with the retailer claiming to sell out of some lines during the broadcast. The show, streamed live on Facebook, allowed users to share their favourite looks with friends using the social network. Viewers used ‘open graph’ technology allowing them to post messages about the Topshop show, called ‘Unique’ automatically on Facebook and Twitter. The retailer trended globally on latter social networking site.

YouTube case study

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Brand: TopShop | Country: UK | Sector: Retail, Fashion | Format: Facebook, ecommerce, social media

26/09/2012  |  Full story...

Marie Claire runs first UK video ad in print magazine

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In a UK first, Marie Claire inserted a video ad on the pages of its October issue, set to play once a reader turns to page 35 and 35. Despite featuring in a limited run, the campaign generated a huge amount of media buzz both online and offline.

YouTube video

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Brand: Procter and Gamble | Country: UK | Agency: MediaCom | Sector: Media, Digital, FMCG | Format: Video, Magazines

26/09/2012  |  Full story...

Case Study: Sun Fantasy Football League doubles digital growth with targeted emails

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The Sun worked with Underwired to increase the engagement and revenue on its Fantasy Football league via an eCRM programme. This case study shows how very simple use of customer knowledge can have a dramatic impact on campaign results. After moving away from a volume-based, ‘one size fits all’ approach to email, The Sun saw a 32% increase in ROI and a 16% increase in Average Transaction Value, which nearly doubled the growth in revenue from digital channels.

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Brand: The Sun | Country: UK | Agency: Underwired | Sector: Media, Digital, Newspapers, Sport | Format: email, eCRM

26/09/2012  |  Full story...

Twitter case study: Toyota offers sweets for tweets

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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...

YouTube case study: LEGO tells its story with 17-minute CGI cartoon

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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...

Case study: Samsung’s improvisation stars bring ‘Your Song’ live

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As part of Samsung’s promotion of its new Galaxy S 3 in Singapore, the phone maker hires several improvisational musicians, including Merton of Chatroulette fame, to bring personalised songs to via a live webcast. By using fans’ Facebook friends and personal facts, the musicians performed spontaneous compositions to make it ‘Your Song." During the 6 hour show, 61 people had a personalised song sung to them live.

YouTube case study

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Brand: Samsung | Country: Singapore | Agency: Cheil Singapore | Sector: Mobile | Format: Video, Mobile, social media

14/09/2012  |  Full story...

Case study: Louis Vuitton explains ‘The Art of Packing’

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This interactive ad from Louis Vuitton makes smart use of the brand’s luxury image, targeting high-end shoppers ahead of the holiday season. But why was it developed in Flash, alienating affluent iPhone and iPad users? This case study looks at the pros and cons of the fashion brands latest foray into digital marketing.

YouTube case study

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Brand: Louis Vuitton | Country: Sweden| Agency: Kokokaka | Sector: Clothing, Retail | Format: Web, Video

14/09/2012  |  Full story...

Cannes Cyber Lions winners: Nike and Curators of Sweden

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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...

Cookie case study: C4 uses new cookie law to its advantage

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As the controversial EU cookie law came into effect last weekend, Channel 4 managed to communicate the idea of collecting user data as part of a positive brand message, with a little help from comedian Alan Carr. The ‘Viewer Promise’ email and video campaign drew upon the broadcaster’s 2011 data strategy 2011 to give viewers a more personalised experience, which helped it amass a database of 2 million viewer profiles.

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Brand: Channel 4 | Media: Video, email | Country: UK | Sector: TV| Format: Email, Video

14/09/2012  |  Full story...

Case study: 4Music mixes video, search and social media to boost reach

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Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, and part of the Box TV music channel portfolio. This case study shows how the a multi-layered digital campaign was used to elevate the brand and increase the value of 4Music.com to its advertisers. The campaigns generated a 25% increase in their total from campaign start date. Paid search campaigns drove 118,450 users to 4Music.com to view information about their favourite shows – the average users from these campaigns spent an unprecedented 13 minutes browsing content on the site.

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Brand: 4Music | Media: Facebook, Google, TV | Country: UK | Sector: TV, Music | Agency: Blowfish Digital | Format: Social media, Search, TV

14/09/2012  |  Full story...

Viral marketing case study: KLM 'Surprise' sparks 1m tweets

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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...

The Muppets 'Pig With The Froggy Tattoo' Teaser Trailer gets 10m + views

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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 Christmas advert 2011 gets 3m views

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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...

Facebook case study: Interactive Police video asks Who Killed Deon?

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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...

Old Spice video case study: ‘Muscle Music’

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Old Spice has returned with another interactive viral video, letting viewers make music with their keyboards (via a muscle-bound American football star, naturally). The new ad stars former American football and Expendables star Terry Crews, wired up to a series of makeshift musical instruments. Each time the actor and former NFL football player flexes his muscles he makes a sound. Once the advert has finished playing, viewers are invited to create and record their own version using their keyboard.

Video case study

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Brand: Old Spice | Media: Vimeo | Country: Global | Sector: FMCG- Healthcare | Agency: Wieden & Kennedy | Format: Video and social media

30/08/2012  |  Full story...

Huggies turns Facebook babies into Olympic stars

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To coincide with the Olympics, Huggies Israel launched this Facebook video campaign, adding personalised sports commentaries for user-submitted baby videos. Huggies Israel enlisted the help of Israel’s most famous sports commentator, Zoheir Bahalool who provided a running commentary on each burp, roll and tumble for each baby video submitted to the Facebook page. The campaign attracted 40,000 unique users in Israel, with the average time on the page reaching 2 minutes and 14 seconds.

YouTube case study

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Brand: Huggies/ Hogla | Media: Facebook | Country: Israel | Sector: Pharmaceutical & Medical | Agency: McCann Digital, Tel aviv | Format: Video and social media

30/08/2012  |  Full story...

Case study: Little Printer causes big internet buzz

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Little Printer has taken the Internet by storm, and it’s largely down to this simple but hugely effective YouTube video. Potentially the world's cutest printer, the device lets users print Tweets, photos and receipts without the need for bulky machines and expensive ink. When Little Printer was announced late last year, the video introducing it received a whopping 500,000 views in its first five days, whilst 60,000 people signed up for news on the device.

YouTube case study

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Brand: Little Printer | Media: YouTube | Country: USA | Sector: Electronics | Agency: Berg London | Format: Video

30/08/2012  |  Full story...

Further video case studies

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