Digital marketing industry case study library

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US airline Delta launched a new advertising campaign called “Up” that is all about upping the ante in travel with the airline. The Razorfish creative team leveraged the unique, creative campaign and content of “Up” to conceptualise a Windows 8 Ads in Apps concept for Delta in the NBC News app that is an intuitive, contextually relevant and immersive experience, which is ideal for a tablet. When in the NBC News app, a user can initiate the ad by touching on the Delta tile so that it expands up the screen. The user can swipe ‘up’ to continue a visual journey of a travel experience—from checking in at the airport, to bags going up the ramp, until the plane is up in the sky—that is simple and aspirational. Once the experience is closed, users are returned to the NBC News app content.

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Brand: Delta | Country: US | Agency; Razorfish | Sector: Travel | Objective: build brand engagement | Format: Windows 8, Display, App, Mobile

Continue reading "Delta Airlines pioneers Windows 8 ads in NBC News App " »

Facebook is well known for its popularity among mothers sharing baby photos, and Huggies Hong Kong made smart use of this via a snapshot competition, resulting in 4,000 photos in just 3 weeks and and a boost to brand awareness. Working with Social@Ogilvy, Huggies asked fans in Hong Kong to upload their favorite baby snapshots to its Huggies HK Facebook Page. The 60 photos receiving the most fan votes would appear on the city’s buses. At least, that was the plan. Using Facebook Ads to help drive campaign awareness, Huggies received an overwhelming response—more than 4,000 photos were uploaded in just three weeks.

Facebook case study

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Brand: Huggies | Country: Hong Kong | Sector: FMCG- Healthcarel | Objective: build brand engagement | Format: Facebook, Social Media, Outdoor

Continue reading "Huggies Hong Kong drives sales with Facebook baby competition" »

Reuters used Mass Relevance to curate over 100,000 Tweets for its Davos Media Wall during the World Economic Forum. When the Reuters editorial team had its kickoff meeting for Davos, the objective for their 2012 conference was clear: surface the best articles, blog posts, videos and photos from the event so everyone could see the active conversation happening at the event. Alex Leo, Reuters' Director of News Products, faced a familiar challenge. Reuters wanted to capture both the day-to-day networking, conversations, and on-line commentary taking place at the World Economic Forum, and the pictures and videos that offered viewers a deeper insight into the conference.

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Brand: Reuters | Country: US | Sector: Media | Objective: build brand engagement | Format: Twitter

Continue reading "Reuters turns event attendees into reporters via Twitter push" »

US news network ESPN works with Twitter to drive both the distribution and conversations about the articles and videos that it produces. Whether it's the ESPN staff editorials after a big game or new video snippets coming from the SportsCenter team, Twitter helps ESPN spread the conversation to people everywhere. With the’ Web Intents’ campaign, ESPN readers sent over 1,250 Tweets a day, resulting in 15 clicks per Tweet back to the site. The five ESPN Local sites also became one of the top local sports destinations for fans in each respective market.

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Brand: ESPN | Country: US | Sector: Broadcast | Objective: build brand engagement | Format: Twitter

Continue reading "ESPN uses Twitter Web Intents to send thousands of Tweets every day" »

Trip Advisor used Facebook to provide reviews and opinions that are directly relevant to a user’s searches. It uses Graph API, Open Graph, Like button, other Social Plugins and other public data from Facebook profiles to enhance and customize the travel data it already has to help users and share their experiences with their friends. Average user engagement increased 20%. Users connecting to TripAdvisor through Facebook were two times more likely to contribute content than non-Facebook connected users.

Facebook case study | Trip Advisor

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Brand: Trip Advisor | Sector: Travel | Objective: build brand engagement | Format: Facebook Page

Events information and booking website Eventbrite used Facebook to attract users and help users learn which events their friends were attending by integrated the Facebook Events API, Login and Social Plugins, including the Like Button and the Activity Feed. Also users could share content whenever possible on Facebook, and on the Eventbrite website. Gross ticket sales per quarter doubled after Eventbrite integrated Facebook Connect. At the end of the third quarter of 2010 sales had almost quadrupled.

Facebook case study | Eventbrite

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Brand: EventBrite| Sector: Entertainment | Objective: build brand engagement | Format: Facebook Page

To reach members of its target audience, Country Crock in the US created a special tab on its Facebook Page where mums could browse recipes like Easy Mashed Gingered-Carrots and Honey-Orange Mixed Vegetables. As part of the campaign, Premium Ads drove engagement by asking questions such as What’s your family’s favorite vegetable?”Each person’s response created a story in her friends’ news feeds, driving more awareness of the message. People who liked the Page also received a 40-cents-off coupon toward their next Country Crock purchase. On its Page, Country Crock generated more than 1,000 likes and comments per post for many of the campaign-related posts.

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Brand: Country Crock | Country: US Sector:FMCG | Objective: build brand engagement | Format: Facebook

Pocket Gems' mobile game Tap Pet Hotel has an audience of several million active monthly users, many of them playing the game on their Apple iOS devices. Given the concentration of users on the iPhone, iPad, and iPod Touch, Pocket Gems jumped at the chance to utilize Twitter's integration with iOS 5. The development team provided gamers the chance to connect their Twitter accounts to Tap Pet Hotel, and then tweet from the game with just one click. In February of 2012, Tap Pet Hotel sent out over 92,000 Tweets from the game due to the frictionless sharing made possible by Twitter and iOS 5. The Twitter integration in their iOS 5 game has emerged as a primary source of new user acquisition for Pocket Gems.

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Brand: Tap Pet Hotel | Country: US | Sector: Games | Objective: build brand engagement |Format: Twitter

Continue reading "Tap Pet Hotel gamers send nearly 100,000 Tweets per month using the TweetSheet on iOS 5" »

@Etsy noticed early on that a lot of shop owners using their service included their Twitter account information on their shop pages. The team also noticed their community tweeting links to Etsy content, using Twitter as a way to drive traffic back to the site to increase sales. Etsy quickly realized that Twitter’s asymmetric nature presented an attractive opportunity for sellers and their pages, and the team considered how it could use Twitter both to drive purchases for their sellers and to help sellers build a loyal following. Twitter is now used heavily by Etsy sellers with over 1.3 million Tweets mentioning @Etsy in a typical 30 day period resulting in over 825,000 clicks back to Etsy. 58% of those Tweets are driven by the Tweet Button.

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Brand: Etsy | Country: US | Sector: Ecommerce| Objective: build brand engagement | Format: Twitter

Continue reading "The Tweet and Follow Buttons deliver big value for Etsy sellers" »

Nescafe used its Facebook timeline cover photo to illustrate fans "liking" its Facebook page to promote a new tin design. An image of coffee beans in a glass tank was used, and as each fan liked the brand, 1 bean per fan was removed. The more the likes, the less the coffee beans. The stunt was used to engage consumers with the band and create the firs tlook offer on Facebook. The new packaging was revealed in 22 hours.

Facebook case study | YouTube case study

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Brand: Nescafe | Country: Greece| Sector:FMCG Drinks | Objective: build brand engagement | Agency: OgilvyOne, Athens, Greece| Format: Facebook cover photo

Kellogg's used a pop-up tweet shop in London’s Soho area where people could buy their new savory crisps. The store lets customers try the low calorie snacks, which usually cost 60p per packet, and then asked them to tweet a review on the social media website. Passers-by could walk into the store; sample the range of new cereal crisps and then tweet about them to get a free box to take home. The store turned a customer’s social currency into real goods and positive sentiment. It’s a little unnatural, but then again, experiences like this will probably generate Tweets and Facebook posts without the mandatory requirement too.

YouTube case study

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Brand: Kellogs | Country: UK| Sector: Food & beverage | Objective: Sample and build brand engagement | Agency: Slice, UK | Format: Tweeter shop

Continue reading "How Kellogg's used Tweet shop to sample Special K crisps" »

In honour of Felix Baumgartner’s landmark skydive from the edge of space, Nestle sent a Kit Kat bar into the ether with a video camera. The 'Break from Gravity' project saw the four-fingered chocolate bar sent to a height of 22 miles after beginning its ascent from Cambridgeshire at 11.20am on Saturday (13 October). Camera footage, which tracked the Kit Kat’s ascent and descent, was shared via the brand’s social media channels.

YouTube video

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Brand: KitKat | Country: UK | Sector: FMCG, Foods | Agency: JWT London | Objective: Boost brand awareness | Format: Video, Facebook, YouTube

Continue reading "Kit Kat performs own ‘space jump’ " »

FedEx has launched a new app on Facebook that highlights how they can help your business grow better than a cheesy advertising jingle. The app invites customers to input their business details which then become customisable parts of their very own 'jingle'. The tagline and copy is the same on all the videos. It simply and effectively communicates FedEx’s message: “There are more effective ways to promote your business. We can help with business cards, banners, and brochures. FedEx. Solutions that matter.”

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Brand: Fedex | Country: US | Sector: Delivery | Agency: BBDO New York | Objective: boost conversions and subscriptions | Format:Video, App

Continue reading "Fedex captures data to create personalised jingle" »

Future Publishing worked with Maxymiser to boost subscriptions via a digital campaign that used multi-variate testing and optimisation of the entire customer journey to encourage conversions. By looking at basic elements around design, layout and navigation, the campaign tested 96 variants to reduce bounce rates and increase conversion rates. This case study looks at how the publisher achieved a 5.1% rise in conversions.

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Brand: Future Publishing | Country: UK | Sector: Publishing, magazines | Objective: boost conversions and subscriptions | Format:Email, Display, Multi-variate Testing

Continue reading "Future publishing boosts conversions 5% through customer understanding" »

Clothing retailer Zappos used Twitter's Streaming API to monitor all the Tweets that mention the brand, streaming them onto an app to answer queries, engage in conversations and showcase its customer service standards. The campaign boosted customer engagement and loyalty, generating over 1,200 conversations per month on the platform.

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Brand: Zappos | Country: USA| Sector: Clothing | Objective: build brand engagement | Format:Twitter, Social Media

Continue reading "Zappos uses Twitter to generate over 1,200 customer conversations per month" »

L'Oréal USA has launched a beauty and style app on Xbox LIVE called ‘The Next Level’, becoming the first app on the Microsoft games console to be targeted at women. The destination site lets users create a personalised event calendar, shopping list, weather-based beauty recommendations, and ‘redemption centre’ where rewards earned through interaction can be traded for tangible branded offers.

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Brand: L'Oreal | Country: Global | Sector: FMCG Healthcare | Objective: build brand engagement | Agency: Brightline | Format: Xbox app, gaming

Continue reading "L’Oreal targets female gamers with Xbox app " »

This summer saw Channel 4 run its ‘Superhuman’ campaign to promote the London Paralympic games. Working with Mediasyndicator, the online element of the promotion attracted more than 150,000 interactions. As part of Channel 4’s ‘Meet the Superhumans’ online Paralympics advertising campaign, deployed in partnership with digital advertising specialists, Mediasyndicator, also captured the attention of online audiences – with results revealing the campaign achieved over 150,000 interactions.

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Brand: Channel 4 | Country: UK Sector: Broadcast | Objective: build brand engagement | Agency: Mediasyndicator, | Format: Video, display

Continue reading "C4 strikes Paralympic gold with ‘Superhuman’ online ad campaign " »

This iPad app from South African vodka brand Skyy makes data capture fun for the consumer, with an entertaining cocktail mixer game. Skyy realised that no-one likes form filling when it comes to registering interest with brands, so the created an iPad game to capture data in an engaging way. The firm created the app and sent promoters to bars with iPads. Beyond boosting sales, the firm claimed the app captured data to boost long term loyalty.

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Brand: Skyy | Country: South Africa | Sector: FMCG Drinks | Objective: build brand engagement | Format: iPad App

Continue reading "Case study: SkyyVodka captures consumer data in fun way with ‘Skypad’ " »

In the autumn of 2012, Nestle launched a (slightly creepy) new promotion for its Kit Kat, Yorkie and Aero bars, embedding GPS trackers in select bars, with the promise to track down the buyer within 24 hours to deliver a £10,000 prize. The UK promotion called 'We will find you', involved six KitKat 4 Finger, KitKat Chunky, Aero Peppermint Medium, or Yorkie bars. Nestlé devised the campaign to appeal to men, and backed the marketing blitz with TV ads and a smartphone campaign.

YouTube advert

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Brand: Nestle | Country: UK | Sector: FMCG Food | Objective: build brand engagement | Agency: JWT London | Format: YouTube, social media, retail

Continue reading "Nestle puts GPS trackers in Kit Kat bars to deliver prizes" »

Coca-Cola re-imagined the classic 'Hilltop' commercial for a modern audience, in the digital age. Fulfilling the promise of the original ad, it allows users to connect with strangers by sending a Coke around the globe to an unsuspecting recipient, making the world feel just a little bit smaller. The ad can be experienced on mobile phone apps in Google’s AdMob network, across iOS and Android devices through AdMob rich media ads, coupled with custom-designed vending machines, viewers can buy the world a Coke, with a few taps on their mobile phones.

Video case study | Mobile demo | Case study |

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Brand: Coca-Cola | Country: USA| Sector:FMCG Drinks | Objective: build brand engagement | Agency: Grow Interactive, Johannes Leonardo | Format: Mobile Display Advertising

Continue reading "Coca Cola uses mobile to send and share Coke across the globe" »

The Sweden institute used Twitter and citizens of Sweden to communicate and position Sweden as a progressive country. The image of Sweden is built with tweets as a dynamic, innovative and deeply human country. The campaign resulted in 26,000 followers from 120 countries in six weeks. The case featured in all major media globally for a PR value above $19,800,000.

Case study | Twitter campaign | Rotation Curation | Cannes Lions awards page

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Brand: Swedish Institute | Country: Sweden| Sector: Travel & Tourism | Objective: build brand engagement | Agency: Volontaire Stockholm

Nike introduced FuelBand, to increase the existing 7+ million community of Nike +. “Fuel” is a common, universal metric for activity; “Fuel Band” is a device that you wear device that tracks all your daily activity. Users can set targets and share their measurements with others. If a goal is reached, a motivational character called Fuelie shows up to applaud. The fuel band tracks all activities of consumer and with Bluetooth sync technology uploads all data and all activity is tracked on regularly. With the help of social integration one can see and compare activities with friends and motivates, consistently achieving the targets leads to the character Fuelie celebrating.

Fuelband homepage | Case Study | Cannes Lions awards page

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Brand: Nike | Country: USA| Sector: FMCG Drinks | Objective: build brand engagement | Agency: R/GA New York

A Twitter campaign from Waitrose became the subject of ridicule during September 2012, once again sparking the debate as to whether there’s ‘no such thing as bad publicity’ on social media. The supermarket invited Twitter customers to finish the sentence ‘I shop at Waitrose because…’, asking them to include the hashtag “#WaitroseReasons”. Most of the tweets made fun of Waitrose’s prices and its upmarket image. This case study examines the risks and rewards of running hashtag-based social media campaigns...

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Brand: Waitrose | Country: UK | Sector: Retail, Supermarket | Format: Twitter, social media

Continue reading "Twitter case study: Waitrose tweet contest- PR disaster or triumph?" »

Topshop attracted more than 2 million people to its live streamed fashion show at London Fashion Week, with the retailer claiming to sell out of some lines during the broadcast. The show, streamed live on Facebook, allowed users to share their favourite looks with friends using the social network. Viewers used ‘open graph’ technology allowing them to post messages about the Topshop show, called ‘Unique’ automatically on Facebook and Twitter. The retailer trended globally on latter social networking site.

YouTube case study

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Brand: TopShop | Country: UK | Sector: Retail, Fashion | Format: Facebook, ecommerce, social media

Continue reading "Case study: Topshop live shopping fashion show gets 2 million viewers " »

In a UK first, Marie Claire inserted a video ad on the pages of its October issue, set to play once a reader turns to page 35 and 35. Despite featuring in a limited run, the campaign generated a huge amount of media buzz both online and offline.

YouTube video

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Brand: Procter and Gamble | Country: UK | Agency: MediaCom | Sector: Media, Digital, FMCG | Format: Video, Magazines

Continue reading "Marie Claire runs first UK video ad in print magazine" »