Digital marketing industry case study library

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.

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Social accommodation app Airbnb launched its first video ad this month- compiled only using 6-second Vine videos from Twitter fans. The 4-minute long commercial was composed after the firm asked its Twitter followers to create their own short Vine videos for the film, each of which depicts a different scene with a paper airplane traveling across the world.

Airbnb’s commercial, dubbed ‘Hollywood & Vines’, aired on the Sundance Channel in September 2013, and can been viewed in the embedded YouTube video below:

Brand: Airbnb | Sector: Hospitality, Travel | Country: US | Partner/agency: Mullen | Objective: brand awareness, consideration and purchase | Format: Video, Vine, Twitter, Social media

09/10/2013  |  Full story...

Following its successful ‘Art of the Trench' campaign, luxury fashion brand Burberry has teamed up with Google to let people capture their kisses by direct contact with their touch screen device, adding a personalised message and send on to friends across the globe. The YouTube video below has already notched up half a million views three months after the campaign went live.

Brand: Burberry | Sector: Clothing, Luxury | Country: Global | Agency/Partner: Grow, oogle | Objective: brand awareness, consideration and purchase | Format: Social, Mobile

25/09/2013  |  Full story...

Virgin Mobile USA has launched an interactive video campaign which a viewer can control simply by blinking- provided they are using a webcam. It begins as a fairly straightforward ad explaining why it's a good idea for you to switch your phone contract to Virgin Mobile, but every time you blink, the scene on screen changes, getting more and more ridiculous as time goes on. The technology in the spot works by scanning each viewer's eyes via their webcam so that the computer picks up the action every time they blink. The film is then designed to switch scenes with every blink.

View a trailer for the service here:

Brand: Virgin Mobile | Sector: Mobile | Country: US | Agency/Partner: rehabstudio | Objective: brand awareness, consideration and purchase | Format: YouTube, Video

18/09/2013  |  Full story...

In a digital twist on the classic ‘last Rolo’ ads, Milka has launched a new campaign that lets consumers pick who receives the last square of their chocolate bar. The confectionery brand has taken the last square from over 13 Million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. The campaign builds on the French brand’s current positioning of ‘Osez la tendresse’, or ‘Dare to be tender’. Paris-based Buzzman had the concept of the missing square and is behind the marketing campaign. The campaign was no mean feat, as it meant Milka had to alter its manufacturing process to create 10 million blocks of chocolate with a single piece missing.

Brand: Milka | Sector: FMCG, Food and beverage | Country: France | Agency/Partner: Buzzman | Objective: brand awareness, consideration and purchase | Format: Social

18/09/2013  |  Full story...

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

17/09/2013  |  Full story...

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

11/09/2013  |  Full story...

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

03/09/2013  |  Full story...

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

03/09/2013  |  Full story...

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

02/09/2013  |  Full story...

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

02/09/2013  |  Full story...

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

02/09/2013  |  Full story...

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

14/08/2013  |  Full story...

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

14/08/2013  |  Full story...

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

14/08/2013  |  Full story...

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

14/08/2013  |  Full story...

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

14/08/2013  |  Full story...

In early 2012, TAG Heuer implemented DLG’s Search Engine Optimization (SEO) recommendations to boost its traffic from both branded (“TAG Heuer watches”) and generic (“luxury watches”) keywords. This case study shows how the luxury watch maker received over 500,000 visitors from non-branded searches (and saved £213,000 in paid search fees in the process).

Brand: TAG Heuer | Sector: Luxury | Country: Global | Partner/agency: Digital Luxury Group | Objective: brand awareness, consideration and purchase | Format: SEO, search

31/07/2013  |  Full story...

Back in 2009, Burberry made the leap to social media with The Art of Trench’ an innovative micro-site that encouraged user-generated content. Users were encouraged to upload photos of themselves in their trench coats and can browse and comment on photos from all around the world. This case study looks at how the luxury capitalised on the new medium without eroding the exclusive, aspirational qualities that are core to the world of luxury.

Brand: Burberry | Sector: Luxury | Country: UK | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media

31/07/2013  |  Full story...

Swiss watchmaker Rolex amplified its 30-year sponsorship of Wimbledon with a raft of digital content based around the world’s most famous tennis competition. This case study showed how Rolex used a ‘scorecard’ Facebook app, Twitter hashtags and video content to deeply embed its brand into the event experience.

Brand: Rolex | Sector: Luxury, Clothing| Country: UK | Objective: brand awareness, consideration and purchase | Format: Video, Social media

31/07/2013  |  Full story...

Back in February 2013, Mercedes-Benz used Tweet-powered cars to compete in the world’s first social media road race. This case study looks at how the luxury car maker made smart use of social platforms and video content to generate 25 million brand related Tweets and 2 million YouTube views.

Mercedes-Benz Tweet Race from thepixel on Vimeo.

Brand: Mercedes-Benz | Sector: Automotive | Country: US | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media

31/07/2013  |  Full story...

Pepsi invited fans to submit dance moves via 10-second mobile videos, offering the chance to appear in a video with the singer herself in New York, as the drinks brand looks to increase its reach to mobile users. The soft drink giant’s new summer initiative integrates with the brand’s current TV commercial featuring Beyonce to add a promotional element to its video efforts.
Pepsi’s campaign points to the growing interest from brands to incorporate user-generated mobile video to engage with consumers.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: US |Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube, Viral, Social media

11/07/2013  |  Full story...

Pepsi Max worked with British magician to produce this head-scraching levitation stunt on top of a London double decker bus- getting nearly 3 million YouTube views and plenty of press attention in the process. Working with Pepsi Max and agency Arnold KLP, Dynamo asks us to "Take a moment, and look at things with a different perspective". He then takes his own advice and proceeds to float alongside an iconic double-decker. The spot also makes clever use of technology. Dynamo brings his smartphone along to record his POV, while the camera focuses on the snap-happy crowd. Attaching the hashtag #LiveForNow was also a smart move.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: UK | Partner/agency: Arnold KLP | Objective: brand awareness, consideration and purchase | Format: Outdoor, Video, YouTube, Viral, Social media

10/07/2013  |  Full story...

Coca-Cola’s latest online video campaign taking Cannes by storm featured a ‘Small World Machine’, linking Indians and Pakistanis via a live communications portal- getting 1.5 million YouTube views in the process. The viral, created by Leo Burnett Sydney for Coca-Cola, placed two camera equipped Coke vending machines set up in Lahore and Delhi. The film features Indians and Pakistanis interacting with each other, via the machine. Despite sharing historical and cultural links, the borders of India and Pakistan are divided by barbed wire with both nations sharing mutual hostility and suspicion. This ad from Coca-Cola aimed to break down these barriers with new technology to share common interests in a fun way. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: India, Pakistan | Partner/agency: Leo Burnett Sydney | Objective: brand awareness, consideration and purchase | Format: Mobile, Outdoor, Video, YouTube

10/07/2013  |  Full story...

UK fashion retailer Boden worked with Experian to better understand the data that sits at the core of its online business and revamp the way they use it - both in digital and offline format. Through smart use of customer databases Boden improved its direct mail offering and found ways to beter target and segment its customer database.

Read the full case study here

Brand: Boen | Sector: Clothing, retail | Country: US | Partner/agency: Experian ChetahMail | Objective: brand awareness, consideration and purchase | Format: Email

10/07/2013  |  Full story...

Vans is a brand known for youthful and creative self-expression. Working with Vans and Rooster Worldwide, Microsoft built a concept campaign on Skype that takes advantage of Skype’s unique ability to connect people in rich ways. The concept would give two Skype callers the ability to simultaneously design a Vans-branded skateboard park while they’re on a Skype video call together. As a reward, the Skype callers are taken on a video ride of their park with a Vans Pro skater. The park also becomes a landing page for Vans to merchandise its latest shoes and show video recaps of Vans Pros in action. Skype users could then share the Vans content and videos with their friends.

Brand: Vans | Sector: Clothing and Footwear | Country: US | Partner/agency: Microsoft/ Rooster Worldwide| Objective: brand awareness, consideration and purchase | Format: Skype

03/07/2013