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Brand Equity And Positioning case studies: we currently have 194.
Any agency or media owner can submit case studies to our team and these 194 are the strongest we have received, with the most recent case studies at the top of this page. If you're interested in more digital marketing case studies then review our complete case study library. If you're interested in submitting case studies then email our case studies manager to find out more CaseStudies@DigitalTrainingAcademy.com.
Case Study: French Connection - FCUK | Media: MSN | Country: UK | Sector: Clothing | Objective: Brand awareness, brand repositioning, buzz | Format: In-game advertising
In-game advertising on the Massive network provided the genuine buzz needed to establish FCUK as a leading fashion brand for young men. Previously used as a campaign slogan by clothing brand French Connection, the big rises in awareness and word-of-mouth recommendation delivered by the campaign helped to establish FCUK as a brand in its own right.
Download the MSN case studies compendium
26/04/2010
Case Study: Maybank | Media: MSN | Country: Malaysia | Sector: Finance | Objectives: Brand positioning, engagement | Format: Interactive media
When Malaysia’s oldest banking institution wanted to engage a tech-savvy youth audience, it was time to call in Agent M, Asia’s first Windows Live Messenger financial ‘bot. His mission: to position Maybank as a youthful and progressive bank, solve banking problems instantly, and create new levels of engagement with young consumers.
Download the MSN case studies compendium
26/04/2010
Case Study: Canon | Media: MSN | Country: Germany | Sector: IT technology supplier | Objective: Brand awareness, brand repositioning | Format: In-game advertising
Adapting creative to the in-game environment propelled Canon to impressive recall amongst opinion formers and helped to establish the brand as leader of the camcorder pack.
Download the MSN case studies compendium
26/04/2010 | Full story...
Case Study: Life Chats | Media: MSN | Country: Greece | Sector: IT telecommunications | Objective: Brand awareness, brand repositioning, buzz | Format: Social media
An anarchic Messenger agent, dedicated to showing up the shortcomings of traditional emoticons, sparked a rapid-growing revolution in the way Greek users chat online. “Face” did more than boost interest in the LifeCams and LifeChats range of webcams and headsets. Short-tempered and frequently hilarious, he was soon a star of the most popular Greek blogs with his own Facebook following.
Download the MSN case studies compendium
26/04/2010
Case Study: Warner Bros | Media: MSN | Countries: Europe | Sector: Entertainment | Objective:Brand positioning, brand awareness | Format: Mobile marketing, rich media
Deployed to boost brand metrics and key perceptions for secret agent movie Get Smart, web and mobile advertising proved that arming a campaign with multiple platforms dramatically increases brand impact. Viewing intent rose by a spectacular 49.9 percentage points amongst those exposed to the online campaign who also recalled seeing Get Smart ads on their phones.
Download the MSN case studies compendium
26/04/2010
Case Study: Warner Music | Media MSN | Country: Thailand | Sector: Entertainment | Objective: Brand repositioning, purchase intent, driving traffic | Format: Online radio
An innovative online radio station, integrated into the Windows Live
Messenger platform, soon had a new generation of Thai listeners moving to Warner Music’s beat.
Download the MSN case studies compendium
23/04/2010
Case Study: Mars | Media: MSN | Country: Belgium | Sector: FMCG - Food and drink | Objective: Brand awareness, brand positioning | Format: Video, Rich media
A funky online video campaign for Mars got 16-34-year-old Belgians moving to the brand’s beat, and sent brand recognition scores dancing past industry benchmarks.
Download the MSN case studies compendium
23/04/2010
Case Study: Vaseline | Media: MSN | Country: UK | Sector: FMCG- Healthcare | Objective: Brand repositioning, purchase intent | Format: In-game advertising
Positioning its “strong and resilient” skincare message alongside a series of highaction, male-interest games drove home Vaseline’s message that taking care of your skin isn’t just for women.
Download the MSN case studies compendium
23/04/2010
Case Study: Toyota Prius | Media: MSN | Country: Japan | Sector: Automotive | Objective: Brand awareness, brand repositioning, purchase intent | Format: Rich media
The Toyota Prius, the world’s first mass-produced hybrid vehicle, went on sale in 1997 as an environmentally friendly car. However, many consumers were put off by the new look of the vehicle. A light-hearted driving adventure, with users riding alongside through online video travelogues and Windows Live Messenger, persuaded consumers to spend more time with the Toyota Prius.
Download the MSN case studies compendium
23/04/2010
Case Study: Ford | Media: MSN | Country: Denmark | Sector: Automotive | Objective: Brand awareness, brand repositioning, purchase intent | Format: Social Media, Design
A bold, content-driven campaign, in which young women auditioned to present Fashion TV online drove Ford’s image makeover and helped to position the Fiesta as Denmark’s next top auto model.
Download the MSN case studies compendium
23/04/2010
Case Study: Emirates | Media: BBC Worldwide | Country: Global | Sector: Travel | Objective: Brand awareness, brand positioning, purchase intent | Format: Mobile
Emirates utilised the BBC Worldwide mobile site to launch their advertising campaign.
High stand-out on the screen benefited the brand. As well as the weighting of the advertising content, the prestige of the BBC environment and the associated BBC brand halo effect. Emirates are also reaping the benefits of being seen as early adopters of the mobile channel.
Emirates was one the BBC's global launch partners advertising on BBC Mobile first started. This campaign not only hugely raised Emirates' awareness, but also drove a high volume of usage to Emirates' own mobile site. Key performance indicators included the uplift in mobile check-in use and the awareness of mobile check-in services.
06/04/2010
Case Study: Qatar Airways | Media: BBC Worldwide | Countries: Global | Sector: Travel | Objective: Brand awareness, brand positioning, purchase intent | Format: Rich Media
Qatar Airways developed a rich media expandable unit to be placed on the BBC Worldwide website. This unit allowed for extended video, promotions of fares and useful tools like currency converter and weather info.
The result was a great benefit to the brand. As well as the audience reach and the BBC brand halo effect, it let users interact with the brand without leaving the BBC.com environment.
06/04/2010
Case study: e-detail aid for ADHD treatment | Agency: Creative Lynx | Sector: Pharma | Objectives: Brand repositioning, engagement | Format: Video, rich media
Creative Lynx were commissioned by Janssen-Cilag to create a pilot eDetail Aid for their ADHD treatment Concerta XL. The Concerta XL eDetail was developed as the centrepiece of the brand revitalisation campaign carried out by Creative Lynx.The market was becoming increasingly competitive and Janssen-Cilag needed something to give their sales force an edge over the competition. The eDetail aid delivers a unique user experience, whilst engaging interactive exercises provide audience profiling and segmentation. Complex medical data is delivered in a clear format whilst rich media content of videos, algorithms and animations encourage interaction and aid message retention. This valuable clinician insight allows the distribution of targeted promotional direct mails and ensures that follow-up presentations address specific barriers to prescribing. The rep feedback for the Concerta XL eDetail was extremely positive and the results were excellent, with a 20% increase in prescribing patterns and a significant boost to year on year sale figures. Such was the success that the project was extended to develop e-Detail aids across a range of Janssen-Cilag brands. Creative Lynx has progressed to become the lead creative agency for Concerta XL in the UK.
09/11/2009
Case study: Emirates | Agency: Chemistry UK | Technology: MediaMind | Sector: Travel | Objectives: Targeting, brand positioning, brand awareness | Format: Rich media
A neat way of bringing mapping and personalisation into an advertising space. David Carr, Head of Interactive at Chemistry UK Says:
"Emirates is the only long haul airline to fly from 6 UK airports. Despite this, most people still associate mid and long haul flights for business or pleasure with Heathrow or Gatwick. Miles Better used geographic and behavioural targeting coupled with in-advertising mapping to encourage people to fly from their local airport. It demonstrated the ease of getting there by plotting a route and showed how quick the trip would be. The campaign was part of the 6 UK Airports strategy that combined brand led comms, direct response offers, and even brand utility applications to increase passenger numbers for Emirates flights at Newcastle, Birmingham, Glasgow and Manchester."
09/07/2009
Case study: Nivea For Men | Agency: TBWA, Pixelpusher | Technology: MediaMind | Sector: Pharmaceuticals | Objectives: Engagement, brand positioning, purchase intent | Format: Rich media & video
A neat use of video story-telling. The Nivea-for-men brand plays on the wider marketing proposition of personal grooming products for young male audiences and gives the viewer an option of a couple of different videos. The storyline of the actor when he has the women’s product is to transfer him to a shoe shop where he is amusingly out of place, while the right (male) lotion clearly does the trick and has his girlfriend march straight into the storyline. A simple way to build engagement and interactive humour into otherwise static, linear advertising.
09/07/2009
Case study: Revels | Agency: Skive Creative | Technology: MediaMind | Sector: FMCG | Objectives: Brand positioning, purchase intent , engagement | Format: Rich media, social media, microsite & video
Using the idea of reality TV shows and voting for eviction, this campaign is about the idea of evicting one of the varieties of sweets. It’s a neat way of riding a current social trend with creating simple interaction within an advertising format. For fast moving consumer packaged goods brands like Revel’s, they’re not trying to sell off the page, their goal is to build brand image, discussion and front of mind awareness. That’s exactly what this creative achieves – even without deep interaction on the website.
Download the case study: Revels | View campaign creative
09/07/2009
Case study: Pepsi Dear Mr President | Agency: R/GA | Technology: MediaMind | Sector: FMCG | Objective: Brand awareness, brand positiong, purchase intent, engagement | Format: Rich media, social media, microsite & video
The goals for Pepsi were to bring awareness to their updated brand and logo, re-establish Pepsi’s position as a youthful challenger brand and tap into the iconic “change” social/political movement of the Obama election. They also wanted to foster brand community through 2-way communication with customers and chose the web and a social marketing model as the way to achieve this. Their ‘Refresh Everything’ message was a natural fit with Obama’s drive for change in politics and social values, and the campaign harnessed video content, social media and digital marketing in innovative ways to reach the millennial generation. The model centered around an open letter to Barack Obama and saw consumers recording their webcam messages directly from a video banner. This got them not only interacting with the banner, but actually creating content and pushing it back to the brand.
Download the case study: Pepsi Dear Mr President | View campaign creative
09/07/2009
Case study: Mars Planets | Technology: MediaMind | Sector: FMCG | Objectives: Cut-through, brand positioning | Format: Rich media
This expandable banner was both a game and achieved data capture for the Mars brand. Targeted at 18-34 year olds and running on high impact spaces such across the MSN portal, Hotmail and MSN Messenger, it’s a good example of how heavyweight partnerships with a single media owner can build massive campaign reach and achieve the type of audiences that traditionally only television could deliver.
Download the case study: Mars Planets | View campaign email banner creative | View campaign website banner creative | View campaign messanger banner creative
09/07/2009
Case study: Jaguar | Agency: Incentivated | Sector: Automotive | Objectives: Brand positioning, click-through | Format: Mobile
Mobile enhances passenger experience for BA
A mobile banner advertising campaign across the whole Yahoo! US mobile network
on the day of the motor show, as well as at other times on other sites. The ads clicked through to a mobile internet site* where user could read about the design, performance and innovative
features of the car or download videos and wallpapers. (*As well as unique iPhone site) Users could also submit their email address to receive the XF email brochure or enter their zipcode to locate their nearest dealer to arrange a test drive.
Download the Jaguar mobile case study
10/06/2009
Case study topics
- 1upSearch
- 20th Century Fox
- 3
- AA
- Adidas
- advertising
- advertising creative
- advertising spend
- Africa
- AIS
- AKQA
- All Nippon Airways
- analytics
- Android
- apps
- Argentina
- Army
- Asda
- Asia
- Audible
- augmented reality
- Australia
- Autobytel
- automotive
- Avis
- Axe
- banners
- Bayer Healthcare
- BBC
- behavioural targeting
- Belgium
- Ben and Jerrys
- Betfair
- Big Picture
- Blendtec
- Blink TV
- blogging
- BMW
- Bookstart
- brand awareness
- brand equity and positioning
- Brandcast Media
- Brazil
- British Airways
- British Gas
- Bruno
- Burberry
- Burger King
- Buzzfeed
- Cadburys
- Cambria Automobiles
- Canada
- Cannes Lions
- Cannon
- Carling
- Carlson
- CBI
- celebrity marketing
- Centrica
- Channel 4
- charity
- Chemistry UK
- Chile
- China
- click through
- clothing
- Coca Cola
- Colgate
- Columbia
- Compass Interactive
- consumer electronics
- consumer insight
- content marketing
- Creative Lynx
- Crispin Porter and Bogusky
- CRM eCRM and email marketing
- Croatia
- cut through
- Cyprus
- Denmark
- design
- Diageo
- digital companies
- Digital Intelligence
- digital marketing
- Digital Marketing Case Study
- Digital Training Academy
- digital trends
- direct response
- directory
- Dove
- driving traffic
- DTI
- Dynamic Logic
- easyJet
- ecommerce
- eDetail
- education
- EE
- Egypt
- EMEA
- Emirates
- energy
- engagement
- entertainment
- environment
- Europe
- experiential marketing
- Festival
- Fiat
- film
- finance
- Finland
- Fish4jobs
- FitchLive
- Flickr
- FMCG digital marketing
- Ford
- France
- French Connection
- Friends of the Earth
- FuturAd
- g8wave
- gaming and gamification
- Germany
- Gjensidige
- global
- glue London
- Golden Pages
- Google AdWords
- government
- Greece
- Greenlight
- GSK
- H and M clothing
- Habitat
- Halesway
- Handbag
- healthcare and pharmaceutical
- Heineken
- Heinz
- Hewlett Packard
- Hong Kong
- Hong Kong Tourist Board
- Incentivated
- increasing conversion
- India
- Indonesia
- ING
- Inside Mobile
- insurance
- integrated marketing
- interactive media
- Israel
- Italy
- Jaguar
- Janssen Cilag
- Japan
- Johnhson and Johnson
- Johnnie Walker
- JVST
- KDDI
- Kelloggs
- KFC
- Kimberly Clark
- Kleenex
- Kraft
- Kwik Fit
- Lacta
- Langland
- lead generation
- LEGO
- Levis Jeans
- LG
- Life chats
- Lionsgate
- Lipton
- local
- LOreal
- luxury
- Lycos
- M and C Saatchi
- MacMillan
- magazine
- Malaysia
- marketing
- Marketing Evolution
- marketing fails
- Mars
- Mazda
- McDonalds
- Mediacom
- MediaMInd
- Mentos
- Mexico
- Microsoft
- Middle East
- MMA
- mobile marketing
- Monarch
- Mondelez
- Motorola
- MSN
- music
- Nestle
- Netherlands
- NetSupport
- Netthink ES
- New Zealand
- Nike
- Nivea
- Nokia
- Norway
- Norwich and Peterborough
- Nutella
- OgilvyOne
- Oi Media
- online advertising
- online forum
- online media
- online radio
- Oodle
- Oracle
- Oreos
- Outdoor
- Palm
- pay per click advertising
- Pedigree
- Pepsi
- Periscope
- Philippines
- Pixelpusher
- Plumbworld
- podcasting
- Poland
- portal
- Portugal
- Procter and Gamble
- Profero
- publishing strategy
- purchase intent
- Qatar Airways
- QR codes
- R GA
- Radisson Edwardian Hotels
- Random42
- Reckitt Benkiser
- recruitment
- RedEye
- Reebok
- reputation management
- retail
- Revels
- rich media
- Rocksound
- Romania
- Royal Marines
- Russia
- Saatchi and Saatchi
- Sainsburys
- Samsung
- Saw V
- Schering Plough
- Schroders
- search
- search engine optimisation
- security
- Sephora
- Shell
- Singapore
- Skive Creative
- Skype
- Slovakia
- SnapChat
- Snickers
- social media
- Sonaa
- Sony
- South Africa
- South America
- South Korea
- Spain
- sport
- Sprite
- STA Travel
- Starbucks
- strategy
- Stride
- Sweden
- Switzerland
- Sympatico
- Taglab
- Taiwan
- Talk Talk
- Talk to Frank
- targeting
- TBWA
- technology
- technology and software
- Telecommunications
- Television
- Thailand
- The Body Shop
- Tourism New Zealand
- Toyota
- traffic driving
- Transport for London
- travel and tourism
- trend creation
- Tumblr
- Turkey
- TVL
- UAE
- UK
- Unilever
- Universal Pictures
- Universal Studios
- USA
- uSwitch
- Vaseline
- Vauxhall
- VeriSign
- video
- Vietnam
- Vine
- viral
- Virgin
- Visa
- Vodafone
- Volkswagen
- Volvo
- Warner Breaks
- Warner Bros
- Warner Music
- Webcredible
- William Hill
- Windows
- Windows Live Messenger
- Worth
- Yahoo
- youth marketing
- YouTube