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.

Transport marketing case study - Digital PR techniques are powerful for the online amplification of offline events, and taxi firm Uber’s ice cream stunt is a great example of how to use digital channels to get people talking about a service.

Where in the world are you requesting your #UberIceCream? http://t.co/SnVcYIxEim pic.twitter.com/Tiq0TsOibF

— Uber (@Uber) July 18, 2014

Continue reading "Uber taxi firm use digital PR to fuel market development" »

Brands can’t ignore Tumblr as a platform, and Coca-Cola was no exception. Back in 2012, Coca-Cola launched a Tumblr blog to share happy content with teen bloggers- with a single post getting 20,000 likes and reblogs within just six hours.

Continue reading "Tumblr case study: Coca Cola ‘happiness’ blog gets 20,000 interactions in 6 hours" »

Heineken has created a new social tool on Twitter as the next phase of its global ‘Cities of The World’ campaign, which has seen the beer and cider brewer omit its own brand name to provide ‘more credibility’.

Watch this recent promo video for Heineken's cites campaign here:

Continue reading "Heineken ditches branding for ‘credible’ social media campaign" »

Samsung wanted to create a destination that could show off its GALAXY Camera and generate buzz among photographers and tech fans on four major social networks. This case study looks at how the electronics giant used Tumblr’s API as a central hub to push images to Twitter, Facebook, and Pinterest, getting a 70% increase in earned impressions.

Continue reading "Tumblr case study: Samsung Tumblr blog pushes Galaxy camera content to other social networks " »

Over an eight-day period in November, Ben and Jerry’s posted four sponsored images on Instagram featuring its ice cream in a carton, in a cone and even as a vision in the clouds. Ads were targeted to users age 18–35 in the U.S. This case study looks at how the Unilever brand become once of first advertisers on Instagrams new ad platform, boosting its brand awareness 17% in the process.

Continue reading "Instagram case study: Ben and Jerry’s Anchorman ice cream gets social boost" »

Germany’s spectacular 7-1 semi final victory over Brazil at the 2014 World Cup broke many records, including some on social media- with many brands joining the conversation. The game attracted a staggering 35.6 million Tweets on the night, becoming the 'most-discussed' single game ever on Twitter as brands flocked to the social network with their own take on the shock defeat for the host nation. The World Cup has become the latest showcase event for Twitter's second-screen ambitions, complete with a promoted section within the company's mobile apps when matches are playing.

This YouTube ad for a German Radio station summed up the night:

Continue reading "World Cup marketing trends: Brands react to Germany thrashing Brazil " »

Who knew a party to celebrate a girl’s first period could be so much fun? This taboo-breaking ad from tampon subscription service HelloFlo has taken the web by storm. In just over three weeks since launch, “First Moon Party” has garnered more than 25 million views. The spot’s also been widely shared on social media, receiving more than 200,000 Facebook interactions and 6000 Tweets.

Continue reading "YouTube case study: Tampon ad throws most awkward party ever (and gets 25 million views)" »

Due to its popularity with the younger generation, Levi's turned to Instagram to boost its appeal. This case study shows how the jeans brand reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34.

Continue reading "Instagram case study: Levi’s gets 24% brand recall with frequency capping" »

Dutch airline KLM was forced to apologise for joke tweet following Netherlands' victory over Mexico at the 2014 World Cup. This case study looks at the perils of tweeting before you think, especially when caught up in the euphoria of sporting victory over large segment of your customer base.

Continue reading "Twitter fail: KLM apologises for offensive Mexico World Cup tweet" »

American Apparel needed to engage young metropolitan adults aged 20-32 without restraining the brand’s unique fashion aesthetic or diluting its brand equity. This case study looks at how the clothing brand used popular blog network Tumblr, via owned content and sponsored ads, to get hundreds of thousands of referrals to their online store.

Continue reading "Case Study: How American Apparel adapted their brand to Tumblr to boost referrals " »

Extending their ‘Should’ve gone to Specsavers’ TV campaign online, the Specsavers i-Roll campaign smashed visual engagement benchmarks. The case study looks at how the optician expanded its appeal to a broad 25-54 audience.

Continue reading "Display ad case study: Specsavers uses visual engagement to smash benchmarks" »

Nando's currently leads the UK food and drink chain market for social media, ahead of Dominos, TGI Fridays and Starbucks. This case study looks at how much of Nando's success to a series of creative and integrated social media campaigns that stood out ahead of the likes of Starbucks and McDonald's.

Continue reading "How Nando's became the most popular restaurant chain on social media" »

Luxury retailer Harvey Nichols made an unusual Christmas ad in 2013, encouraging shoppers to buy gifts for themselves at the high end store rather than spend the money on loved ones. This case study looks at how the bold funny ad turned controversial subject matter into a highly amusing and entertaining video, picking up the Cannes Lions Grand Prix in the process.

Continue reading "Cannes winner case study: Harvey Nichols celebrates selfishness with anti-Christmas viral" »

This "Sound of Honda -- Ayrton Senna 1989" ad from from Dentsu Tokyo, caught the eye of the judges at Canes Lions 2014. We look at how the video went viral, getting over 4 million views for recreating a moment of sporting history with a sound and light display.

Continue reading "Cannes Lions case study: Sound of Honda brings Senna to life with light display" »

This ad for clothes brand Wren took the web by storm back in March, with its strange mix of cringe-worthy and heart-warming first kisses between strangers– coming close to winning 2014’s Cannes Lions Grand Prix award. This case study looks at the secret to the viral ads success, despite its almost non-existent branding.

Continue reading "Cannes Lions case study: Edgy ‘First Kiss’ viral gets hearts racing with subtle branding" »

Nivea’s Sun Block ad won the Mobile category at the Cannes Lions International Festival of Creativity. This case study looks at how the brand embraced the growing trend for an ‘Internet of Things’.

Continue reading "Cannes Mobile winner case study: Grand Prix: Nivea bracelet helps parents track kids" »

Scooping joint top honour at this year’s Cannes Festival, this Volvo video featured movie star Jean-Claude Van Damme doing an improbable-looking split between two moving trucks.This case study looks at how the ad married celebrity and the 'wow' factor to drive home a message about precision steering (and get 73 million YouTube views in the process).

Continue reading "Cannes winner case study: How Volvo epic split got 73m YouTube views" »

The Chicago Shakespeare Theater partnered with the Art Institute of Chicago to give art lovers an once-in-a-lifetime experience and drive ticket sales for the play Sunday in the Park with George. This case study shows how the production company used social media marketing on a budget to amplify a one off event that brought a mysterious painting’s characters to life…

Continue reading "Social media marketing on a budget: Play brings characters to life " »

Mahou-San Miguel, the most important beer brand in Spain, leveraged its sports sponsorships by hosting an online game for consumers aged 18 to 50 leading up to a football match between two Madrid rivals. This case study looks at how the brand used online gaming to engage fans to reach 10% of Madrid’s population.

Continue reading "Mahou-San Miguel uses online gaming to engage fans ahead of final" »

The Abercrombie brand is first and foremost about looking hot. This was taken to the next level by transforming something as practical as a weather app into a way to find hot new looks, modelled by attractive forecasters. This case study looks at how the fashion brand used mobile app marketing to get customers engaging with the brand while on the move.

Continue reading "Mobile app marketing: Abercrombie pairs weather forecast with seasonal looks" »

With an extremely limited budget, the Swedish Committee for Afghanistan launched an innovative SMS campaign that raised money for schools in Afghanistan and created a new way of writing books.This case study looked at how the organisation used a mobile campaign on a tight budget to get the highest reach possible to help those in need.

Continue reading "Mobile marketing on a budget: Donate a Word Via SMS" »

The Central Intelligence Agency (CIA) has launched a Facebook and Twitter account, revealing a sense of humour that has caused social media buzz… but not everyone has seen the funny side."We can neither confirm nor deny that this is our first tweet," quipped the agency in its first post on Twitter. The Twitter account attracted tens of thousands of followers within hours of launching on Friday. On Twitter the secretive agency was following only 25 other accounts - all US government agencies.Through its own Twitter account, the New York Review of Books attacked the surveillance agency's controversial interrogation techniques.

We can neither confirm nor deny that this is our first tweet.

— CIA (@CIA) June 6, 2014

Continue reading "The spy who poked me: CIA launches on social media with covert joke" »

Looking to repeat the success of its ‘Sketches’ viral last year, this new video from Unilever's Dove’s celebrates the hard work dads put in every day to promote its Men + Care range. See why it's our video viral of the week below..

Continue reading "Video case study: Dove defies dad stereotypes with Father’s Day campaign" »

Oreo cookies have won dozens of digital marketing awards for their success in social media, and these vines are a great case study of how a brand can be brought to life to build talkability in just 6 seconds.

Continue reading "Vine case studies – Oreo cookies build talkability with Vines" »

Nike, Samsung and Castrol top the chart of the most shared World Cup focused video ads, ahead of brands that are official sponsors of the tournament, according to a new report from Unruly. Coca-Cola, the first affiliated brand to appear in the listing, accounted for 2.5 times fewer shares than Castrol, that sits in third place. Other Word Cup sponsors that fail to make the top 11 include Budweiser (16th), Sony (18th), McDonald’s (20th) and Johnson & Johnson (24th)

Continue reading "Nike and Samsung beat World Cup sponsors for video shares" »