- Submitting a case study? Email CaseStudies@DigitalTrainingAcademy.com
- Booking a course? Email Tutors@DigitalTrainingAcademy.com or call +44 (0)20 7244 9661
- Apply for a training needs assessment
Digital marketing industry case study library
Browse case studies by topic
Case studies library
- Case studies
- - Advertising
- - Ecommerce
- - Healthcare and pharmaceutical
- - Mobile marketing
- - Search
- - Social media
- - Sport
- - Travel
- - Viral
- - YouTube
- All other case studies
- Daily digital marketing news
Training services
- In-company training
- Executive coaching
- Marketing courses
- Current participants
- Graduate services
- About us
- Case study library
Consultancy and research
Coca Cola case studies: we currently have 30.
Any agency or media owner can submit case studies to our team and these 30 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: Coke Wayne Rooney | Sector: FMCG | Objectives: Brand positioning, cut-through, buzz | Format: Online media, viral marketing, social media
Coca-Cola needed to find a way of levering a celebrity endorsement to gain cut-through in a tough market. The brand was looking for a technique of messaging that would gain real attention, connecting to the right people and in the right way. The peer referral power of viral marketing offers this promise, but in most cases proves elusive for fast moving consumer goods firms. However, this short video starring English football star Wayne Rooney - proved compelling enough for millions of people to want to send this on. It’s the kind of connection all viral marketing sets out to make but rarely delivers.
Download the case study: Coke Wayne Rooney | Watch the video
26/06/2009 | Full story...
Case study: Coca-Cola CokeZone | Agency: Carlson | Sector: FMCG | Format: Advertising, microsite, website
A great example of creative that combines relevancy with active engagement. Coca-cola maintains consistently world class digital marketing and these campaigns are looking to drive registration for their seasonal promotions. By tracking dwell time they can track the increase in the intensity of engagement with the consumer.
View case study | View campaign creative | www.cokezone.co.uk
07/05/2009
Case study: Coca-Cola Zero & Nokia | Sector: FMCG | Format: Mobile
Coca-Cola Zero offers Coca-Cola taste with zero calories. Brazil has become one of its most important markets, and Coke Zero was looking for ways to reinforce its position as a leading low-calorie soft drink. To extend its relationship with young audiences it launched Coca-Cola Zero Studio, a project that fuses different types of music together. Two Brazilian artists recorded a show mixing their musical styles in association with a major music broadcaster, so Coca-Cola was seeking a way to share this content with consumers, and raise awareness of the recently launched Coca-Cola Zero brand.
Download Nokia Coke Zero case study
01/05/2009
Case study: Mentos & Diet Coke | Sector: FMCG | Format: Viral
A mint, a fizzy drink and a schoolboy prank taken to extremes. We must have watched this 50 times and still it gets a smile. These videos with quality production values and good direction tell a story that’s right in tone, length and format for the web today. Thanks to YouTube they’ll be around 10 years from now and still reinforcing the brand. But as a creative concept this wasn’t created by the brands; it grew from the street and wasn’t easy for the brands to accommodate at first. What many marketers forget is that for every firm there are brand adorers and brand vandals and there needs to be a strategy for dealing with both. Over the next 10 years the centre of gravity of the web will shift to social media and firms need to have these strategies in place before their brands and content start being used. Marketing in social media demands creating material people want to share. The principles of getting this right grew from the early days of viral marketing in the mid 90s and are closely related to PR. ‘Enjoy the film.
11/03/2009 | Full story...
Case study: Coke - Grand Theft Auto | Sector: FMCG | Format: Video and viral
This television style commercial uses the classic tease and reveal model. It builds a story which is entertaining and engaging. By releasing it on line the web Coke build discussion among key target audiences. The fact the origins of the idea are in an online game gives a synergy with the target audience and the viewing environment. The creative is really a classic television commercial that simply takes an icon of the digital gaming world – Grand Theft Auto – and builds a story around it. The way it was deployed then created a greater effect...
- Harnessing social media content by developing a viral effect for transmitting the message through YouTube and email
- Using online gaming characters and visualisations to build brand equity and message association between Coke, the brand and the coolness of the game
- The brand exploits an icon of digital entertainment in a way that is synergistic with the expectations of the target consumer
- The brand succeeds in creating content that successfully parodies one of the world’s leading games
15/05/2008 | Full story...
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