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.

Coca-Cola provided a consumer unique brand experience during the Chinese New Year holiday, through a ‘Coke wish bottle’ campaign, attracting over 6.8 million participants, and 3,7 million wishes was generated. Coke teamed up with top SNS platforms like RenRen, Sina M-blog, Kaixin001 and invited consumers to make their new year wishes, sharing with their loved ones/ friends and display the works to the whole world- and produced the [2011 I Want to:...] invitation and 3D wish bottle on the campaign main page. Highly integrated the CNY holiday spirit and with easy-participating mechanism, the campaign attracted over 6.8 million participants, and 3,7 million wishes were generated.

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Brand: Coca-Cola | Sector: FMCG, Food and beverage | Coutry: China | Objective: Build brand engagement | Agency: Isobar | Format: Social media, Gaming |

Continue reading "Coca-Cola celebrates Chinese New Year with ‘wish bottle’" »

Heineken engaged beer lovers during Christmas, to strengthen its premium brand image in China by activating its global TV commercial ‘The Entrance’ on social media. The dutch brand worked digital marketing agency to create a digital campaign that challenges participants to remember the lively characters from the TV commercial in a social video game, achieving thousands of hours of engagement from web users.

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Brand: Heineken | Sector: FMCG, Food and Beverage | Country: China | Objective: Build brand engagement | Format: Social media, Video, YouTube |

Continue reading "Heineken boosts brand in China with Christmas campaign" »

To promote BenNaNa in China, Nestlé Ice Cream ran a digital campaign on a microsite and social network Sina Weibo. Nestle worked with Social@Ogilvy (a team of social experts from OgilvyOne and Ogilvy PR) to run the two-part campaign. It consisted of a microsite based on the kid-friendly theme of a magical island as well as a hugely popular corporate Sina Weibo account complete with bespoke funny videos that has seen close to three million users share posts or upload their own BenNaNa pictures.

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Brand: Nestle | Sector: FMCG, Food | Coutry: China | Objective: Build brand engagement | Agency | Saachi and Saachi | Format: Social media, Gaming |

Continue reading "BenNaNa digital campaign tops Sina Weibo charts" »

This large-scale camapign for Chinese mobile maker Huawei put a 3D fighting game on a screen the aize of two basketball courts. In September 2012. Saachi and Saachi China curated an unprecedented super-large outdoor 3D game was played at the world-renowned Suntec City - Fountain of Wealth in Singapore. The creative video show of the Huawei MediaPad 10 FHD and Huawei Ascend D1 Quad-Core XL mobile phone was staged in the Plaza.

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Brand: Huawei | Sector: Mobile | Coutry: China/ Singapore | Objective: Build brand engagement | Agency | Saachi and Saachi | Format: Video, Game, Outdoor, YouTube, Viral |

Continue reading "Huawei creates giant 3D game to promote Mediapad " »

Pepsi partnered with Chinese Internet TV giant Youku Tudou, for a multi-channel online movie campaign called “Bring Love Home.” The 30-minute web movie premiered simultaneously on Youku.com, Tudou.com, and in a Beijing theater packed with Pepsi celebrities. Prior to the movie premiere, the campaign successfully generated thousands of uploads, and by the end, the web movie had more than 100 million views.

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Brand: Pepsi | Sector: FMCG, | Objective: Build brand engagement | Country: China | Format: Video, Cinema, Youtube, Viral |

Continue reading "Pepsi parners Youku Tudou for online film campaign" »

As Lance Armstrong falls from grace (and Nike’s sponsorship roster), another controversial sporting figure has made a return to the sports brand's video ads. Tiger Woods battles Rory McIlroy in this humourous golfing tee-off where ‘no cup is safe’. The commercial, produced by agency Wieden+Kennedy, came out earlier this week and became an immediate YouTube hit. To date, it has surpassed 7 million views.

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Brand: Nike | Sector: FMCG, Sport, Clothing | Objective: Build brand engagement | Agency: Wieden+Kennedy | Format: Video, TV, Youtube, Viral |

Continue reading "Tiger Woods returns to Nike… and gets 7m YouTube views" »

Back in the summer of 2012, Heinz promoted its new ‘Five Beanz’ range via a Facebook quiz offering the chance to win one of the five beans with their name engraved on it. The campaign ran for two weeks and 22,143 took the quiz, with over 10,000 shares and reached10.8m people on Facebook. In total, the Heinz Facebook community grew by 30,000 extra fans.

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Brand: Heinz | Sector: FMCG, Food | Objective: Build brand engagement | Agency: We Are Social | Format: Facebook, Social Media |

Continue reading "Case study: Heinz Facebook ‘Five beanz’ quiz reaches 10m people" »

Going beyond the usual ‘like us a we’ll give you a discount’ tactic of many brands, Heineken offered to inflate one green balloon in its office for every new 'like' it got on its Brazilian fan page. The simple execution proved to be incredibly effective- gaining thousands fans in just one day. The campaign called ‘Um Like Um Balao’ (One Like One Balloon) for every time someone likes the page, a green balloon was blown up and placed in a office. Starting off with an empty office, the space was quickly filled up with select users getting custom videos of a man blowing up a balloon and the total number of balloons covering the room.

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Brand: Heineken | Sector: FMCG, Food and Beverage | Objective: Build brand engagement | Format: Facebook, Social Media, Youtube, Video |

Continue reading "Case study: Heineken turns ‘likes’ into balloons… and gets thousands of fans in a day" »

Volvic has launched a new campaign seeking talented bloggers, photographers and social media 'addicts' to form ‘Team Volcanicity’ and represent the brand online. In return, the water brand will provide access to some of the UK’s events and activities of 2013 to the winners of its Facebook competition, which launches on 21 January. The opportunity to join ‘Team Volcanicity’ will be open to Facebook fans who will be asked to submit a photo which they believe expresses their ‘Volcanicity’ which will be open to public voting.

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Brand: Volvic | Sector: FMCG, Food | Objective: Build brand engagement | Agecny: We Are Social | Format: Facebook, Social Media |

Continue reading "Volvic recruits bloggers for 'Team Volcanicity' live event coverage" »

This campaign is a great example of from small acorns. The English Cheese Cake Company managed to increase its Facebook fanbase by more 11 fold in one year, rising from just 2,000 fans to 23,000 (it now has around 30,000). It gained over 4,500 likes through its primary sponsored stories campaign alone and as many as 30% of its new customers come through Facebook. The engaged community it has grown means that fans will often reply to other fans flavour questions, acting as a brand ambassadors for English Cheesecake Company.

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Brand: English Cheesecake Company | Sector: FMCG, Food | Objective: Build brand engagement | Format: Facebook, Social Media |

Continue reading "Facebook case study: English Cheese Cake Company fans grow from 2,000 to 30,000" »

ASOS ran a Facebook campaign to generate sales and excitement ahead of its summer sales campaign. For the launch ASOS used Facebook Pages, Ads and Sponsored Stories to increase revenue from a summer sale event on the ASOS website. It built a custom application on the ASOS page that allowed fans to play a series of four games. All of this helped ASOS’s fan base grow by 32%.

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Brand: ASOS | Sector: Clothing | Objective: Build brand engagement | Format: Facebook, Social Media |

Continue reading "ASOS grows Facebook fans 32% with Facebook games" »

Surf Excel has launched a marketing initiative in India called 'Fulfill a Wish' calling upon its one million Facebook fans and consumers to be genies for a day and be the ones to fulfill wishes for a change. The Facebook app lets consumers pick a wish made by a less-privileged child that they, as the more privileged lot of society, have the ability to grant. The Unilever detergent brand tied up with over 40,000 NGOs across the country via International Justice Mission (IJM) and India Guide Star, an online database of Indian NGOs. To date, the Surf Excel app has notched up over 300 wishes fulfilled.

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Brand: Unilever, Surf Excel | Sector: FMCG, Household | Objective: Build brand engagement | Agency: eYeka | Format: Facebook, Social Media |

Continue reading "Surf 'Fulfill a Wish' Facebook camapign helps users grant children’s wishes " »

Car maker Citroën invited its Facebook fans across the world to vote for a selection of consumer-created designs to customise its new Citroën DS3. In October last year, Citroen tasked eYeka's creative community to “create stylish designs inspired by French Luxury” to customise its Citroën DS3 model. In just two weeks, Citroën received more than 180 high-quality designs from all over the world, and awarded €10,000 between the top three winning entries from Germany, Hong Kong, and France respectively.

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Brand: Citroën | Sector:Automotive | Objective: Build brand engagement | Agency: eYeka | Format: Facebook, Social Media |

Continue reading "Citroën lets fans customise cars using Facebook" »

Skittles has become known for their off the wall advertising, but this new Australian ad boggles the mind (quite literally). The ‘Telekinize The Rainbow’ Facebook app lets users control a single Skittle with their mind... or does it? Agency Clemenger BBDO advanced Skittles’ ongoing "(Experience) The Rainbow" campaign with an entirely new interactive experience. The agency worked with aerospace engineer Ben Cai to develop a system that allowed (Australia- and New Zealand-based) visitors to Skittles-Telekinize.com.au and the brand’s Facebook page to move Skittles with their eye movements.

Check out more on the making of the campaign below:

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Brand: Skittles | Sector: FMCG, Food and Beverage | Objective: Build brand engagement | Agency: Clemenger BBDO | Format: Facebook, Social Media |

Continue reading "Skittles grants mind control with ‘Telekenise the Rainbow’" »

Dutch beer giant Heineken went social with this campaign, challenging two men to meet someone from every country in the world in one city, Amsterdam- all with a little help from Facebook volunteers of course. Heineken launched the effort to drive social engagement around its ongoing "Open Your World" platform. And social will indeed be key to helping Barnaby and Mick complete their mission.

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Brand: Heineken | Sector: FMCG, Food and Beverage | Objective: Build brand engagement | Agency: Tribal DDB | Format: Facebook, YouTube, Social Media |

Continue reading "Heineken uses Facebook to 'Meet The World In One City'" »

Microsoft has unveiled the engagement results of its NUads interactive video poll format, indicating that more than a third of viewers engaged with the ads when prompted. The format rolled out earlier in the autumn of 2012 on Xbox LIVE in the US, Canada and the UK. The first wave of NUads was provided by a lineup of top advertisers, including SUBWAY Restaurants and Toyota.

View a sample of how Nuads works below:

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Brand:SUBWAY Restaurants, Toyota, Lynx/Axe | Sector: ecommerce, automotive, food, FMCG, healthcare | Objective: build brand engagement | Format: Microsoft Xbox NuadsTwitter powered Billboard |

Continue reading "Xbox gets 37% engagement with ‘Nuads’ video format" »

Coca-Cola launched its largest digital effort ever this year with its “Move to the Beat” campaign for the Summer Olympics across 100 countries. M&C Saatchi Sport and Entertainment talks through its year-long campaign for Coca-Cola, designed to bring teens closer to the London 2012 Games. This case study looks at a campaign which generated in112 million impressions around the world.

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Brand: Coca-Cola | Sector: FMCG | Objective: build brand engagement | Format: Mobile, Social Media | Agency: M&C Saatchi Sport and Entertainment

Continue reading "Case Study: Coca-Cola uses mobile and social to get Olympic gold " »

Channel 5 teamed up with online retailer Very.com to offer a ‘click to buy’ website based on products featured in this year’s Celebrity Big Brother reality show. The partnership with Channel 5 and its agency Carat saw Very.co.uk supply selected products for the house including home and electrical goods, branded dressing gowns and pink suitcases for the celebrity housemates. The deal also included branded editorial integration, whereby housemates were set a task which involved interacting with Very.co.uk products.

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Brand: Very.co.uk | Sector: ecommerce | Objective: build brand engagement | Format: Website, TV | Agency: Carat

Continue reading "Very.co.uk ties with Big Brother with ‘click-to-buy’ page " »

Allen Solly used a Twitter- powered billboard to attract and engage with users to launch a new clothing collection. The billboard houses 52 shirts, each arranged with a solenoid and the new collection graphic behind it. With every tweet, a random solenoid would inch forward, helping to randomly punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample. There were 10 hashtags, and the first five people to tweet with the right hashtag won a shirt from Allen Solly's latest collection.

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Brand: Allen Solly| Sector: ecommerce | Objective: build brand engagement | Format: Twitter powered Billboard | Agency: Ogilvy India

This smart piece of marketing by Diageo encouraged Colombians to download a ‘guardian angel app’, offering discounted alternatives to drink driving home. In a country where drinking and driving is almost a habit, Wunderman Colombia had to come up with an idea that would encourage people to enjoy their drinks in a responsible way. The app offered alternatives to driving home such as chauffeur services, taxis and discounted nearby parking spots. In just 10 days, Diageo gained more than 35,000 new Facebook followers and the app was downloaded 3,162 times- reaching the top 30 apps on Apple.

Diageo Angel guardian - REF Amiga from Buuu Studio on Vimeo.

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Brand: Diageo | Sector: Food and Beverages | Objective: build brand engagement | Format: Mobile, apps | Agency: Wunderman Colombia | Country: Colombia

Continue reading "Case study: Diageo ‘Guardian Angel’ app offers drink drive alternatives" »

Any agency, advertiser or media owner can submit a case study to our editors and digital strategists.

We're looking for excellence in digital marketing that can inspire other brands and teams to unlock a step-change in their thinking or activity. All case studies are fully credited to the teams who created those examples of best practice and we actively encourage managers on our Digital Training Academy programmes to talk with the teams behind them.

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2012 was another great year for viral video marketing case studies. As online ads get smarter and more engaging, viral marketing briefs are becoming the toughest that any creative agency can receive. For a viral to really travel it needs the combination of a brilliant creative idea, the right timing for its audience and the right seeding. That’s why we collated together 25 of our favourite viral marketing case studies from 2012 which clearly checked all the boxes. Grab a coffee, leave the browser open, sit back, relax, and enjoy…

Continue reading "Top 25 video virals of 2012: Bodyform, Dollar Shave Club and Channel 4 top list" »

Domestic hunger charity Feeding America looked to share their web site content on Twitter to maximize traffic back to their website. The charity targeted audiences who often tweeted about topics very similar to Feeding America's site content. As a result of tweeting about trending topics recommended by the BrightEdge, and tweeting about specific topics (including specific web pages) in those tweets, Feeding America yielded 2.5 times the average traffic levels per post relative to similar Tweets made in the same period.

Continue reading "Feeding America grows site traffic 2.5 times using Twitter" »

Photo printer Tiny Prints aligned its Twitter strategy with its organic search strategy, in a bid to boost search engine rankings with greater engagement using Twitter. Using the Bright Edge platform, the firm measured and tracked the influence that Tweets had on organic search rankings. saw a 47% increase in organic search rankings on "long-tail" keywords and URLs that were popular and engaging on Twitter. The gains occurred as follower engagement on those pages and keywords grew 300% over a month-long focused campaign that aligned Tweets with their content strategy.

Continue reading "Tiny Prints sees 47% increase in search rankings via Twitter and Bright Edge" »

In March 2011, a 9.0 magnitude eartchquake hit Japan with catastrophic results. Mapping software firm Esri turned tweets, Flickr images and YouTube posts to help people track to status of the location anfd the impact of the earcthquake, resulting in result in hundreds of thousands of page views. Adding Tweets to mapping technology gives insights into what people are saying and where they are saying it. It can highlight spatial trends in the conversation. Combining a Twitter conversation with authoritative data sources, like 911 calls, insurance claims, demographics, weather reports, and earthquake feeds, can provide a human perspective on the situation.

Continue reading "Esri enriches maps with Tweets and the Streaming API" »