Digital marketing industry case study library

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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.

Coca-Cola has embarked on its biggest summer promotion to, putting mobile and social at the core of its North American marketing this year to connect with consumers while outdoors. On the www.CokeSummer.com site, users can watch a minute-long video that highlights some of the ways that families can get active this summer. For example, the video features consumers hanging out at the beach with Coca-Cola products. “The goal of the cokesummer.com is to encourage consumers to pick up an ice-cold Coca-Cola and get out to enjoy summer,” said Deanna Lazzaroni, director of integrated marketing content at Coca-Cola North America, Atlanta.

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Brand: Coca-Cola | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, app |

Continue reading "Mobile case study: Coca-Cola targets outdoor families with biggest mobile promotion yet" »

Flatshare site Easyroommate transformed its customer experience and productivity by deploying Eptica’s multichannel customer service platform across its email and web channels. This case study shows how customer service calls have reduced by 75%, email handling time by 58% and First Contact Resolution has increased to above 90%.

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Brand: Easyroommate | Sector: Property | Country: UK | Agency/partner; Eptica | Objective: Customer Relationship Management | Format: Multichannel customer service platform |

Continue reading "Case study: Easyroommate reduces customer calls by 75% with web self-service " »

Mondelēz International and Nabisco's Oreo, Trident and Ritz are using augmented reality technology to promote their sponsorship of One Direction’s 2013 North American tour.
The augmented reality packaging features the band on more than 21 million specially-marked packages. Each experience can be unlocked by downloading the 1D VIP app, pointing the mobile device at the package and scanning it to reveal a message from One Direction. Fans can also download the free 1D VIP app at either the Apple or Google Play stores, snap a photo of their favorite snack package with a mobile device and unlock an exclusive experience featuring One Direction.

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Brand: Mondelēz International, Nabisco' | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, augmented reality |

Continue reading "Oreo augmented reality One Direction campaign brings product packages to life " »

Del Monte is dispensing ideas for parents this summer via a mobile application ‘Springpad’. This mobile marketing case study looks at how the food brand is partnering a popular independent app to boost its reach to mums on the move. As part of the campaign, Del Monte created a notebook called “Garden Fresh Entertaining,” which includes seven different food and drink recipes that incorporate the brand’s fruit and vegetable products for summer. Once users find a Del Monte recipe that they like, they can save it to one of their notebooks to access later. The notebooks can be made either public or private. The recipes include step-by-step directions and a toggle that lets consumers choose if they want to make a recipe or if they have already made an item. If consumers have already cooked a recipe, they can enter a review of the item and can rate the recipe on a scale of five stars.

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Brand: Del Monte| Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

Continue reading "Mobile marketing case study: Del Monte gets seasonal with summer food ideas app" »

Stouffer’s new app lets customers plan their meals, providing recommendations and grocery lists for local stores based on their preferences. This shopping app case study looks at how the Frozen food brand managed to get 2 million families engaging with the brand through an app tailored for its core audience.The ‘Food on the Table’ app requires users’ to input their preferred food and dishes and the grocery stores they shop at. Then it will recommend dishes for the week with the potential to save money by listing the items on sale each week at your chosen grocery stores and recipes based on those sale items. The mobile app syncs up with the user’s account on the website.

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Brand: Stouffer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

Continue reading "Shopping app case study: Stouffer gets 2 million users with meal planner app" »

Oscar Mayer’s latest app lets users create their own commercials centred around “Grandpa Frank.” This mobile video case study looks at how the Kraft brand created consumer engagement and brand loyalty through new technology. Frank fans are invited to create their own films by uploading their own mobile video footage, inserting “Frankisms”, and sharing their own web-optimised commercials under the hashtag #TransparentGrandpa until June 13. Oscar Mayer will select its favourite Frank footage to feature on the company's Facebook, Twitter, and YouTube channels. The firm is promoting the campaign via its social channels as well as through digital media buys, including mobile inventory.

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Brand: Oscar Mayer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

Continue reading "Oscar Mayer’s ‘hilarious honest old guy’ links mobile and video to build brand engagement" »

Tourism Malaysia used a multi-platform BBC campaign to boost favourability towards the country as a tourist destination. The campaign used four commercial films exploring different elements of the country’s appeal. These were on BBC World News and bbc.com delivered these to an audience of upmarket, affluent, frequent flyers, with additional support through print advertising in Lonely Planet magazine. The campaign resulted in 124% uplift in favourability among those exposed to the advertising versus those who were not exposed to the advertising. “The BBC is a perfect platform to reach out to our key audiences.”- Abdul Khani Daud, Director, Advertising Division, Tourism Malaysia

Malaysia BBC case study | Digital marketing case study (PDF)

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Brand: Malaysia | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

Continue reading "Malaysia Tourism uses a multi-platform BBC campaign to boost favourability" »

South Africa used BBC sponsorship to drive consideration amongst adventurous travellers. The South African Tourism created a series of commercial films and reached affluent, frequent flyers through BBC World News (including sponsorship of Sport Today’s World Cup coverage) and It’s Possible South African Tourism advertising on bbc.com.

Additional support for the campaign came through print advertising in Lonely Planet magazine and a dedicated microsite, which housed the films and provided extended content and competitions. The campaign delivered 26.5 million ad impressions and 48% uplift in recall amongst those exposed to the ads on BBC platforms. Users from over 200 countries and territories visited the South African Tourism microsite.

Digital marketing case study (PDF)

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Brand: South Africa | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC sponsorship |

Continue reading "South Africa Tourism works with BBC worldwide to boost visits" »

InterContinental used BBC sponsorship to reinforce InterContinental Hotel’s & Resorts’ reputation for local expertise, creating brand awareness and favourability in the process. The five-part sponsorship supported by a dedicated section on bbc.com and a splash page BBC Mobile. The campaign resulted in 47% of those exposed to the InterContinental planned to stay with InterContinental over the next 12 months, a 38% increase over those who had not seen the ads on BBC platforms.

Video advertising case study | Digital marketing case study (PDF)

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Brand: InterContinental | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

Continue reading "InterContinental BBC Worldwide campaign goes mobile to create brand awareness and favourability" »

MTN used BBC sponsorship to boost brand awareness and favourability. The communications company used sponsorship on BBC world news and World Cup ads across Africa and the Middle East. The campaign resulted in 97% brand favourability from those who saw the ads on BBC platforms. “Creative and collaborative from the start, BBC Advertising delivered the ideal view of Cyprus to attract our target audience.”- Phoebe Katsouris, Director General, Cyprus Tourism

Digital marketing case study (PDF)

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Brand: Cyprus | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

Airbus used BBC campaign to create awareness of the Airbus A380. The campaign had a one-day global takeover of key sections on bbc.com was to maximise the impact of Airbus’ advertising budget and maximising the opportunity represented by the Dubai Airshow. The online advertising campaign on bbc.com delivered 25 million page impressions in just 24 hour, helping to create brand awareness and favourability.

Digital marketing case study (PDF)

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Brand: Airbus| Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |

Volkswagen used YouTube video ads in a smart and fun way to create curiosity amongst viewers and lead them to engage with the brand. The ad was short and fast that the viewer could not skip and would be curious to know more about the advert. This was supported with an InVideo banner redirecting the viewer to the new Golf GTI’s website. The YouTube 5 second wait to skip ad turned around as a benefit by the brand and created the fastest ad on YouTube to create curiosity.

Watch the video case study below:

Volkswagen Golf GTI - "Click if you can" case from DDB España on Vimeo.

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Brand: Volkswagen| Sector: Automobile | Objective: build brand engagement | Format: YouTube advertising | Agency: DDB Spain

Maes Beer used its brand name and a common surname in Belgium to attract people to get a free barrel of beer. The brand used various advertising formats to make people aware they could avail a free barrel of Maes beer if they were a 'Maes' themselves on the brand’s Facebook page. Participants could also get the free barrel by changing their Facebook name to Maes. The campaign resulted in the Maes name gaining popularity, with 7,000 new family members turning Maes into the biggest family in Belgium. FB App attracted 500,000 people in 6 weeks and added 75,000 fans in 1 day. It also resulted in being in the 6% most active Facebook pages in the world.

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Brand: Maes| Sector: FMCG, Food and Beverage | Objective: build brand engagement | Format: FB page and free beer | Agency: TBWA Brussles

Days Inn used location based targeted ads to increase room stay across their 60 plus hotels nationwide and continue with their innovative mobile marketing strategy. Days Inn Business Alliance Hotels, part of the Wyndham Hotel Group, used search-based location targeted advertising via the mobile application. Any user searching for specific hotel, accommodation or related keywords was able to view a Days Inn advertisement for 15% off a 2 night stay. After the user clicked on the ad, they were taken to a banner ad that provided a click to call or click to web to make a reservation. The campaign received over 5% click through rate and 13% click to call as well as 16% click to web. In 2 weeks, Days Inn was able to book 36 rooms across the country resulting in over $2,000 worth of revenue.

Mobile marketing case study

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Brand: Days Inn| Sector: Travel & Tourism | Objective: increase bookings| Format: Mobile marketing| Agency: Ping Mobile & Multiplied Media

Motorcycle tour company Route 66 Harley-Davidson created a 'mobile club' to promote its discounts and foster brand loyalty. The company used a social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20% discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower. The dealership had significant increase in sales of the specific items discounted during the campaign period. High-dollar items also saw increased sales. On sale T-shirts purchased on T-shirt Day was over 250% more than a normal day, on Leather Jacket Day, seven leather jackets were sold at the 20% discount, representing a 16% increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic.

Mobile case study

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Brand: Route 66 Harley-Davidson| Sector: Automobile | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: December 12 – 24, 2011

Continue reading "Harley-Davisdson fosters brand loyalty through mobile discounts " »

Back in 2010, the Oklahoma Lottery used traditional and social media to build a 'mobile VIP club'. The company used a social media campaign, to create brand awareness and drive sales. The campaign offered a chance to win $100 a day for 30 days by texting in and joining the Oklahoma Lottery Mobile VIP Club. They kept their audience aware of the ongoing promotion by posting winners on their Facebook page as well as their own website. The Oklahoma Lottery campaign amassed almost 13,000 people in the mobile club in one month. One week after the $100-a-day promotion ended the Oklahoma Lottery launched their new iPhone application. A mobile alert was sent to their newly created mobile club to invite everyone to download the new app. They received 667 click-throughs from the text alert the first day.

Mobile marketing case study

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Brand: Oklahoma Lottery| Sector: Entertainment | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: September 7th –October 6th, 2010

Continue reading "Oklahoma Lottery mixes social and mobile to drive sales" »

Back in 2011, mens deodorant brand Axe ran a Facebook app campaign in Tunisia that let users update their relationship status with multiple fake girlfriends. This video case study looks at how Axe managed to stay on brand and engage customers in a smart and funny way.

View the video case study below:

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Brand: Unilever, Axe/ Lynx | Sector: FMCG, Healthcare | Country: Tunisia | Objective: Build brand engagement, drive sales | Agency/partner: Ogilvy Tunisia | Format: Social Media, Video, Facebook, App, Mobile

Continue reading "Case study: AXE grants Facebook fans with 'multiple girlfriends'" »

This campaign from IKEA Russia allowed consumers to take part in a ‘kitchen story’ and experience their kitchens. At any point, users could switch between the viewpoints of any of the characters featured while the story is being played out. The campaign was a success as over 540,000 kitchen solutions were discovered during the first three months of going live.

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Brand: Ikea | Sector: Housewares, FMCG | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; Instinct/BBDO | Format: Social Media, Video

Continue reading "Video case study: IKEA tells ‘kitchen stories’ with multiple viewpoints" »

Is the internet the right medium to advertise a low involvement product like laundry detergent? This slide presentation case study from Alexandra Zadoya from OMD Russia looks at how a Persil campaign in Russia used social gaming in innovative ways to drive brand engagement and sales.

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Brand: Persil | Sector: FMCG, Household goods | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; OMD Russia | Format: Social Media, Gaming, Display

Continue reading "Case study: Persil 'Garden of Freshness' game drives brand engagement" »

Back in 2011, confectionary brand Mars ran a three month social media campaign in Russia, centred around a love triangle between their iconic M&M’s characters. This video case study looks at how the campaign attracted millions of fans and sales support.

Watch a video case study of the campaign here:

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Brand: Mars M&M's | Sector: FMCG, Food | Country: Russia | Objective: Build brand engagement, drive sales | Agency/partner; BBDO | Format: Social Media, Video

Continue reading "Video case study: M&M's 'Love Triangle' social story gets 2 millions fans" »

The Blood Transfusion Service in Russia wanted a digital project that could connect with people in a different kind of way, and what agency SmartNewSolutions came up with was a “Torrent” project, with a twist. In this campaign, the act of torrenting is in some ways similar to the sharing of blood, sometimes you give, sometimes you get. The Torrent Your Blood Campaign launched as a short film, complete with microsite, trailers and social to promote it, the catch was, you could only get it via a torrent.

Watch the video case study below:

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Brand: Blood Transfusion Service | Sector: Charity | Country: Russia | Objective: Build brand engagement, drive donations | Agency/partner; SmartNewSolutions | Format: Social, Display advertising, Video

Back in 2010, Clarks partnered Maxymiser to work on their online optimisation strategy. This case study looks at how, the shoe retailer used customer insight and testing to get a 4.2% uplift in conversion and 900% increase in newsletter sign ups. The success of their optimisation strategy is reflected in the number of multivariate tests Clarks has conducted. To date, the company has run around 36 major tests, each delivering incremental improvements. As familiarity with testing has matured, the nature of the tests has become more ambitious. Clarks’ most recent test has 160 variants.

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Brand: Clarks | Sector: Retail | Country: UK | Objective: Build brand engagement, drive sales | Agency/partner; Maxymiser | Format: Email, Display advertising, Multivariate testing

Continue reading "Case study: Multivariate testing lets Clarks walk in customers’ shoes" »

Online advertising is soaring worldwide, but some formats work better than others to get the message across to consumers. This US-based infographic from InsightsOne looks at those ads that cause the most irritation- and the negative impact on the brands behind them.

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Brand: Insights One | Objective: Build brand engagment, drive sales | Format: Email, Social Media, Display Advertising

Continue reading "The most annoying ads on the internet (infographic)" »

British government site GOV.UK has won the overall design award for the 2013 London Design Museum Design Awards, and was also selected as winner of the digital category. The site, a replacement for Direct.gov, lets UK citizens manage and search data related to government services. Ben Terrett, Head of Design at the Government Digital Service said the service was built on ten design principles, the most important being focusing on user need.

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Brand: UK Government | Sector: Government | Country: UK | Objective: Build brand enagagment | Format: Web Design

Continue reading "UK Government site wins 2013 Design of the Year Award" »

Facebook Home is the social network’s boldest mobile move yet- so much so that founder Mark Zuckerberg himself is starring in one of the launch ads (alongside a screaming goat naturally). The ad smartly demonstrates how Facebook Home introduces a fun new experience to Android devices, and also gives us a short glimpse behind the Facebook curtain. The ad was shot on location at Facebook's Menlo Park, California campus, and the people in it are members of the actual product team behind Facebook Home.

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Brand: Facebook | Sector: Social Media, Mobile | Country: US | Objective: Build brand enagagment | Format: YouTube, Vixdeo

Continue reading "Zuckerberg (and goat) star in Facebook Home launch ad" »