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.

In the summer of 2013, Colgate launched Twitter campaign ‘There's Something in Your Tweet', helping people alert people that they have food stuck in their teeth. The Canada-based campaign was created by Union Toronto, letting people send an anonymous alert via Twitter, or if they want to keep it private then they can send a quick email.

Brand: Colgate | Sector: FMCG healthcare | Country: Canada | Agency/Partner: Grand Union Toronto | Objective: brand awareness, consideration and purchase | Format:Twitter, Social media

Continue reading "Colgate campaign rewards Tweeters with coupons" »

Candy Crush Saga is currently making $850,000 a day, as the year-old mobile puzzle game reveals the secrets to its ‘freemium’ business model success. Launched in September 2012, Candy Crush is a "freemium" app, which means it's free to download, but users can purchase in-game upgrades. King, the team behind Candy Crush, have perfected the art in in-game purchases by keeping the game addictive and adding regular updates.

Watch a trailer for Candy Crush Saga below;

Brand: Candy Crush | Sector: Mobile gaming, Apps | Country: Global | Objective: brand awareness, consideration and purchase | Format: Mobile, Apps, Gaming

Continue reading "App case study: How mobile phenomenon Candy Crush Saga ‘makes $850,000 a day’ " »

Back in April 2013, Coca-Cola teamed up with the Global Poverty Project for a mobile check-in scavenger hunt in New York. Ten separate nonprofits in the city benefited from the "Movement for a Movement" campaign, which also encourages healthy, active lifestyles. This case study looks at how the FMCG giant used mobile check-ins to boost customer relations and enforce a positive image for the brand.

Brand: Coca-Cola | Sector: FMCG, Food and Beverage | Country: US | Agency/Partner: Global Poverty Project | Objective: brand awareness, consideration and purchase | Format: Mobile

Continue reading "Coca-Cola promotes healthy lifestyle with mobile scavenger hunt" »

Samsung ships millions of products every day to customers around the world. With a worldwide customer base, but to be successful, the electronics giant does not subscribe to a one size fits all philosophy. Its employees observe people's lives to give give them options that meet their varying cultural and regional needs. This case study offers a rare insight into how Samsung localises its products for the many markets it serves around the world, with 10 examples from different regions.

Brand: Samsung | Sector: Consumer Electronics | Country: Global | Objective: brand awareness, consideration and purchase |

Continue reading "10 examples of how Samsung adapted locally for worldwide success" »

McDonald’s is experimenting with Near Field Communication with a new in-store mobile game that is activated when a user places their device on one of the tables. Targeted at children and dubbed ‘The Happy Table’, the technology is being tested in a McDonald’s in Singapore. Created in partnership ,with agency advertising agency DDB, users can a mobile phone over a table to activate a mobile game.

Brand: McDonalds | Sector: FMCG, Food and Beverage | Country: Singapore | Agency/Partner: DDB | Objective: brand awareness, consideration and purchase | Format: Gaming, Mobile

Continue reading "McDonalds ‘Happy Table’ uses NFC for in-store mobile games" »

To promote its latest Clinique product range, M2M worked with InSkin Media to run an innovative rich media ad on key sites. This high-impact campaign stayed true to the brand's values of high-quality creativity and innovation. To promote Clinique's new Dramatically Different Moisturising Lotion+, ISM created a clean, animated PageSkin, for desktop and tablet, targeted to a range of premium female sites. The bespoke microsite hosted the product video, and directed users to buy the lotion and engage with the brand on social sites.

View the campaign creative here

Brand: Clinique | Sector: FMCG, Health and Beauty | Country: US | Agency/Partner: InSkin Media | Objective: brand awareness, consideration and purchase | Format: Mobile, Display advertising

The Association of Online Publishers (AOP) has revealed the results of a proprietary study into the value of premium content partnerships. Five bespoke partnerships were measured with media brands Haymarket, Guardian, Telegraph, and IPC and advertising brands LG, Majestic Wines, Boots, Disney and Lenor. This case study looks into the effect of these partnerships, and how consumers engaged with the brands.

Brand: LG, Majestic Wines, Boots, Disney and Lenor | Sector: FMCG, Consumer Electronics, Entertatinement | Country: UK | Agency/Partner: Haymarket, Guardian, Telegraph, and IPC | Objective: brand awareness, consideration and purchase | Format: Content partnerships, display advertising, Video, Publishing

Continue reading "Do digital content partnerships work? LG, Majestic Wines, Boots, Disney and Lenor examined" »

Ray-Ban Belgium and DDB Brussels have launched a new campaign that makes creative use of public transportation to communicate Ray-Ban’s wide range of polarized color lenses: from sky blue to hot pink. In all major Belgian cities, trams were redesigned into "Ray-Ban Test-Drive Trams" that let consumers discover the city through different Ray-Ban color lenses.

Brand: Rayban Belgium | Sector: Clothing, Luxury | Country: Belgium | Agency/Partner: DDB Brussels | Objective: brand awareness, consideration and purchase | Format: Outdoor, Instagram, Social Media, Video

Continue reading "Twitter case study: Rayban promotes ‘real-life Instagram’ effect" »

In 2012, Center Parcs partnered Maxymiser to develop a long-term customer experience optimisation strategy. It had two key objectives; to improve online conversion and encourage users to book earlier, and to prepare the way for the opening of the new village in Woburn. This case study shows how the company is using testing to cut down on risks while reacting more quickly by making real-time changes based on real-time data.

Brand: Center Parcs | Sector: Travel, Hospitality | Country: UK | Agency/Partner: Maxymiser | Objective: brand awareness, consideration and purchase | Format: Multivariate Testing, Analytics

Continue reading "Multivariate testing helps Center Parcs make smarter business decisions " »

FAGE UK hired Coupons.com to run a social couponing campaign to engage consumers via Facebook and drive product trial for its Fruyo range in Waitrose. This case study outlines how the yoghurt brand boosted Facebook fans 7% in just 2 weeks with social couponing.

Brand: Fage | Sector: FMCG, Food and Beverages | Country: UK | Agency/Partner: Coupons.com | Objective: brand awareness, consideration and purchase | Format: Social and mobile coupons, Facebook

Continue reading "Yoghurt brand increases Facebook fans 7% in 2 weeks with social couponing " »

In 2013, Swarovski Optik launched a social media campaign capturing the vacation experiences of travellers, positioning its new CL Pocket binoculars as an accessory for enhancing holiday sights. This campaign was developed by international creative agency Perfect Fools and met the desire to show and comment on holiday and travel experiences via TripAdvisor and Facebook, in a glamorous digital space.

Brand: Swarovski | Sector: Luxury | Country: UK | Partner/agency: Perfect Fools | Objective: brand awareness, consideration and purchase | Format: Social, Trip Advisor, Facebook

Continue reading "Social media case study: Swarovski ‘pocket journal’ records travel memories online" »

Targeting fat-fingered typists across the UK, this clever search campaign from Snickers used misspelled words in Google keywords to capture hungry office workers’ attention during the working day. This case study outlines how the chocolate bar brand managed to reach 500,000 people within just three days of launch, without any seeding and for less cost than bidding on brand keywords.

Brand: Mars, Snickers | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: AMV BBDO & Mediacom | Objective: brand awareness, consideration and purchase | Format: Search, AdWords

Continue reading "Snickers ‘misspelling’ search keyword campaign reaches 500,000 people in 3 days" »

This summer saw Kellogs embrace social media with a Krave campaign that encouraged users to use Twitter hashtags and linked with Alton Tower’s new ride ‘The Smiler’. This case study uses data from Crimson Hexagon to examine how the campaign generated a total of 76,498 Twitter and Facebook posts just 5% negative sentiments.

Brand: Kellog's | Sector: FMCG, Food and Beverages | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social Media

Continue reading "Kellogg's Krave 'Tweet When U Eat' campaign boosts audience engagement" »

Beer brand Heineken has just concluded its 3-month-long YouTube video campaign ‘Dropped’, featuring a series of strangers handcuffed together in remote locations. Created by agency Wieden + Kennedy Amsterdam, the campaign featured a series of intrepid travellers thrown into unexpected situations, who are then required to complete a series of challenges. So far, the tactic appears to be successful: Videos in the series have racked up more than 3 million views in total.

Brand: Heineken | Sector: FMCG, Food and Beverages | Country: Global | Partner/agency: Wieden + Kennedy Amsterdam | Objective: brand awareness, consideration and purchase | Format: YouTube, Video

Continue reading "Heineken’s YouTube series ‘Dropped’ handcuffs odd couples together" »

Going viral on the internet is a goal for all brands, but is there is secret to becoming a web sensation? This week, Twitter examined three big viral video hits - actor Ryan Gosling 'refusing' to eat cereal, astronaut Chris Hadfield singing Space Oddity and Dove's Real Beauty marketing campaign to demonstrate how internet buzz spreads.

Brand: Dove | Sector: FMCG, Health and Beauty | Country: Global | Objective: brand awareness, consideration and purchase | Format: Twitter, Social media, Video, YouTube

Continue reading "How Ryan Gosling, Dove and Space Oddity went viral: Twitter hunts for formula to web success" »

Team Sky, home to Chris Froome and winner of this year’s Tour de France, used RadiumOne’s Po.st platform to track and boost both fan growth and engagement across its global digital presence.

Brand: Team Sky | Sector: Social Media | Country: UK | Partner/agency: RadiumOne | Objective: brand awareness, consideration and purchase | Format: Social Media

Continue reading "Tour De France champions Team Sky tracks social media success " »

Purina’s dog food brand Beneful has created a canine-based Rube Goldberg machine for its latest campaign, creating a buzz online with 2 million YouTube views just 2 weeks after launch. The ad sees at least ten dogs come together to use a Rube Goldberg Machine.

Brand: Purina | Sector: FMCG, Pet | Country: US | Partner/agency: Deep Focus | Objective: brand awareness, consideration and purchase | Format: Video, YouTUbe, Viral

Continue reading "Video case study: Purina generates puppy love as dog food ad gets 2m views " »

This month, Microsoft unveiled its latest ad formats for its Windows 8 operating system. In this blog post, Stephen Ki, Vice President for Global Agencies & Accounts at Microsoft Advertising, looks at the latest Windows 8 in-app ad camapigns, from brands including All Saints clothing, Mercedes-Benz USA, Vans Shoes, MasterCard and Dell.

Brand: Microsoft, All Saints clothing, Mercedes-Benz USA, Vans Shoes, MasterCard and Dell | Sector: Clothing, Finance, Computing | Country: US | Partner/agency: Microsoft | Objective: brand awareness, consideration and purchase | Format: Mobile, Display, Video

Continue reading "Case Study: How five brands have used Microsoft Windows 8 " »

Earlier this year, V Energy launched an online game in New Zealand inviting customers to steal their share of the $100,000 prize pool from each other. This case study looks at how the energy drinks band increase Facebook engagement 174% and sales 12% through this innovative (and risque) social gaming campaign.

View the video case study below:

Brand: V Energy | Sector: FMCG, Food and Beverage | Country: New Zealand | Partner/agency: Frucor Beverages and Colenso BBDO NZ | Objective: brand awareness, consideration and purchase | Format: social, gaming

Continue reading "Case study: V Energy ‘robbery’ game gets 12% increase in sales" »

This year’s IKEA catalogue comes with an augmented reality twist, giving users the ability to place virtual furniture in their own home with the help of a smartphone app. The service works by users scanning selected pages in the 2014 printed IKEA catalogue with the IKEA catalogue application (available for iOS and Android) or by browsing the pages in the digital 2014 IKEA catalogue on a smartphone or tablet. The company's playful video demonstrates a few other things you could do with the app.

Brand: IKEA | Sector: Homewares, Retail | Country: UK | Objective: brand awareness, consideration and purchase | Format: Mobile, Print, App

Continue reading "IKEA catalogue puts virtual furniture in users’ living rooms" »

In summer 2013, Lynx launched a humorous dating app to help young men charm women and compete with their friends while on holiday. The Unilever-owned brand created the app, called Get le girl, to assist young men on their quest to meet women while on holiday. The app includes chat up line translations created to help guys master the native tongue and impress local girls.

Brand: Lynx/Axe | Sector: FMCG Healthcare | Country: UK | Partner/agency: TMW | Objective: brand awareness, consideration and purchase | Format: Mobile, app

Continue reading "Lynx debuts holiday dating app to 'Get Le Girl'" »

Luxury Lingerie brand Tatu Couture hired agency Tonica to boost its profile and sales in the UK market. This case study looks at how the firm used targeted ads on Google, Facebook and their own properties to maximise reach while keeping costs down.

Brand: Tatu Couture | Sector: Luxury, Clothing | Country: UK | Partner/agency: Tonica | Objective: brand awareness, consideration and purchase | Format: search, social

Continue reading "Search case study: Tatu Couture gets 250% sale increase with low-cost PPC ads" »

Back in 2011, Lancôme, a globally recognized beauty brand, wanted to promote its latest perfume “Midnight Rose” to women, as well as drive attendance to the soft-launch event. This case study highlights how the luxury brand used mobile to target its key demographic, getting a 75% click through rate as a result.

Brand: Lancome | Sector: Luxury | Country: Global | Partner/agency: InMobi | Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube

Continue reading "Mobile case study: Lancôme Perfume gets 75% click-through with Emma Watson ad" »

In 2012, French leather goods and scarves maker Hermès ran digital campaign with a symphonic video inspired by the brand’s new silver jewellery collection.

Brand: Hermes | Sector: Luxury | Country: France | Partner/agency: United Visual Artists| Objective: brand awareness, consideration and purchase | Format: Video

Continue reading "Video case study: Hermès creates ‘digital jewellery symphony’" »

How can a luxury brand make branded entertainment enhance the coolness of its brand across communication channels? This case study from Moxie, Swarosvki and Brisa Roché looks at how the ‘Kingdom of Jewels’ digital campaign helped launch a new collection.

Brand: Swarovski | Sector: Luxury | Country: Global | Partner/agency: Moxie | Objective: brand awareness, consideration and purchase | Format: Social media, Video

Continue reading "Social media case study: Swarovski invites users to ‘Kingdom of Jewels’" »