Digital marketing industry case study library

You 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.

Back in 1984, Peugeot ran a James Bond-style ad to promote its 205 model, replete with helicopter chases, explosions and glamorous women. In 2014 the ad returned… with a digital twist. Launched on YouTube on October 1st 2014, the reboot of '80s campaign "The Legend," has already generated piled up more than 12 million views in a month.

Continue reading "Video case study: Peugeot reboots action-packed 80’s ad gets 12m views" »

KFC launched the Wow@25 menu in India to show that great food doesn’t have to come at a high price - only Rs. 25. KFC wanted to vanquish the misconception that locals had about the price and needed a ‘Wow’ idea to communicate the new menu. This case study looks at how the fast food brand made smart use of new technology to get the number one spot in the iTunes food and drink app category.

Continue reading "KFC augmented reality trickery turns money into food" »

The 2014 IKEA catalogue came to life this year taking the customer experience further with extended digital content. This case study looks at how the furniture brand used augmented reality technology to add a new dimension to the shopping experience, getting a huge 8.5 million downloads in the process.

Continue reading "IKEA augmented reality catalogue" »

In January 2014 Land Rover launched a new Range Rover Sport. Realising a regular print ad didn’t have the capability to show the cars diversity, Land Rover decided to put the reader in the driving seat by publishing a multi-sensory print out to show the versatility, power and speed of the car. This case study looks at how the car maker used augmented reality to become one of the most successful Blippar apps yet.

Continue reading "Land Rover’s brings magazine ads to life with augmented reality" »

Ben and Jerry’s was one of the first big brands to pioneer augmented reality marketing campaigns, using an iPhone ‘Scoop of Happiness’ app to turn ice cream lids into fantastical animations that helped customers learn more about their ice creams, fostering more brand loyalty as a result.

Continue reading "Ben and Jerry’s uses augmented reality to create ‘Moo Vision’" »

Back in 2011, Heinz used augmented reality to launch a digital marketing campaign to promote Tomato Ketchup as a cooking ingredient in a number of different recipes. This case study looks at how the popular condiment managed to turn packaging into a fun user experience that got 170,000 people engaged with the brand in a new and exciting way.

Continue reading "Heinz Tomato Ketchup augmented reality recipe book" »

To coincide with Halloween, Oreo created a cute stop-motion ad featuring a mad sceintist’s lab and his creations- the ‘Nomsters’. 360i and Oreo-ownder Mondelez collaborated with designer Lori Nix and production company Dream Machine Creative directors for a Halloween campaign in which the brand will release a new “nomster” made out of Oreo and other confections every day. Fans will be asked to "Name the Nomster," and the best names will be made into custom digital content posted by Oreo later each day. The first video is just 11 seconds long, perfect for Facebook and Instagram.

Most flight safety videos can be tedious affairs, but this new video from Air New Zealand transports us to Middle Earth, with a host of stars from the new Hobbit movies adding new meaning to ‘elf and safety’. The ad has become the airline's most successful ever, getting close to 120,000 people viewing it online every hour and clocking up a record 16 million online views within a week of release.

Continue reading "Elf and safety: Air New Zealand gets into the Hobbit for epic viral video" »

Forget pay per click, how about pay per cackle? In a new digital take on admission fees, a comedy club in Barcelona used facial recognition software to charge per laugh, rather than per show. Back in June 2014, the Teatreneu clubrecorded each laugh from customers on a tablet on the back of the seat in front. The scheme, which uses facial recognition software, is now working so well that its helping the Spanish venue turn a larger profit. Entrance to the club is free, but each laugh amounts to €0.30 (£0.24) – to a maximum of 80 laughs for €24 (£18). The average ticket price is now up by €6 and it has resulted in 35 per cent more spectators.

Continue reading "No joke: Comedy club charges per laugh via facial recognition" »

In October 2014, Lexus became one of the first brands to use Oculus Rift virtual reality technology to promote its new NX car model. Teaming up with agency Amaze, the campaign provides and interactive consumer buying experience using Oculus Rift (OR) technology and the new DK2 headsets.

View the experience in action here:

Continue reading "Lexus offers virtual test drive with Oculus Rift" »

Back in 2012, beer brand Murphy’s took a risky approach to app marketing, offering a free beer every time it rained in Ireland over the summer. The move was so successful they did it again the following year. This case study looks at how the beverage brand mocked Budweiser and got over 20,000 downloads.

Continue reading "Case study: How Murphy’s turned Ireland’s rain into beer" »

YSL chose PageSkin Plus, with animated sidebars and the campaign video integrated into the large creative header, to promote the launch of their new Gloss Volupté lip gloss. This case study looks at how the luxury beauty brand achieved huge ad recall and brand uplift far above industry benchmarks.

Continue reading "Case study: Yves Saint Laurent ‘big’ digital branding pays off " »

Continuing the success of its Super Bowl ‘Puppy Love’ commercial, this Budweiser’s corporate social responsibility campaign carried another canine theme... and a powerful anti-drink drive message that got 20 million views within a month.

Continue reading "CSR case study: Budweiser tackles drink driving with man’s best friend" »

A new approach to registering as a marrow donor by combining a government registration process with simple plasters. Online PR, YouTube views, and activity to influence the influencers (in this case through TED talks), unlocked a leap in awareness and an increase in sales of almost 2000%.

Continue reading "Leukaemia marrow donation – online films and PR creates a brand" »

A perfect example of online amplification of offline experiential PR. In March 2014, shoppers and commuters at the Marina Bay Sands promenade in Singapore were treated to a rare street performance by Singaporean Water Calligraphy Artist, Alew Liew as part an eye drop campaign.

Continue reading "Eye Mo – experiential water calligraphy events in Singapore, boosted through digital " »

It took just 9 bending complaints to steal the thunder from the successful launch of Apple's iPhone 6 and iPhone 6 Plus which saw 10 million orders. As ‘bendgate’ took over Twitter in September 2014, a number of fast acting brands were quick to join in the fun getting much publicity in the process. View some of the best tweets here...

Continue reading "Twitter marketing trends: Brands react to Apple’s ‘bendgate’" »

How do you measure success in a digital campaign? Getting more YouTube fans, Facebook likes or newsletter sign ups is all well and good, but do these actually translate to more sales and justify the initial spend? We look back at some of the best food campaigns of the past year that show how digital success translates into real world cash.

Continue reading "Digital marketing ROI: Five food brand campaigns that prove digital works" »

In September 2014, three London bus shelters have been transformed into tweet activated vending machines as part of a promotion for Walkers’ ‘Do Us a Flavour’ campaign… featuring a virtual Gary Lineker. By tweeting @Walkers_busstop, along with a code provided to them after they arrive, commuters were given a free packet of crisps by a virtual Gary. The Pepsico-owned potato chip brand ran a competition asking people to invent new varieties of potato chip.

Continue reading "Virtual Gary Lineker hands out free crisps for tweets" »

With Instagram’s new Hyperlapse app over a week old, some brand have already started tinkering with the new video tool. We round-up 6 of the best branded uses of the new format that looks set to rival Vine as the next big thing in bite sized video.

Continue reading "Brands on Instagram: 6 best Hyperlapse videos so far" »

Forget QR Codes or PayPal- this low-budget digital marketing campaign in Australia got restaurant diners to pay for their food with a kiss. This case study looks at how Metro St James played on its romantic French image with a YouTube viral and mobile app that generated half a million internet mentions and a raft of earned media space.

Continue reading "YouTube case study: Restaurant gets diners to ‘pay with a kiss’" »

This interactive dance event from Nike combined social media with an impressive art installation- creating a huge social buzz in Taiwan in the process. This case study looks at how the sports brand used the event to generate interest in its ‘Airforce One’ trainer- generating over a million Facebook impressions.

Continue reading "Nike mixes dance and social media to reach 1 million people" »

Word-of-mouth marketing online is not just reserved for ‘cool’ brands like Nike or Coca-Cola. Even relatively mundane household cleaning brands can create social media buzz- as shown by this 2011 campaign from Dettol in China that targeted mothers.

Continue reading "Dettol boosts spray sales 86% in China via mums' word of mouth " »

Honey Maid courted controversy in the US with a campaign celebrating the diversity of modern families. This food case study looks at how the Mondelez-owned cracker brand turned a social media backlash into something much more positive… getting over 11 million YouTube views in the process.

Continue reading "Food case study: Honey Maid turns social media hate into love with diverse family campaign" »

Back in 2012, Bel Group's popular cheese spread Picon wanted to revamp its brand promise of 'spreading happiness' across Lebanon. This case study looks at how the FMCG brand’s civic activism programme became part of the country’s school curriculum via some smart digital content marketing.

Continue reading "FMCG case study: How a cheese spread became part of a school curriculum" »

In the space of four years, Smart Balance managed to grow its US market share by 14%, giving power brands such as Country Crock and I Can't Believe It's Not Butter! something to worry about. This case study looks at how the health food brand made smart use of digital platforms, culminating in this years' s Valentine’s e-cards promotion that boosted subscriptions 14% in the process.

Continue reading "Case study: Smart Balance seasonal e-cards get 112% boost in traffic" »