Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 1112 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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Fuelling its launch of the Mazda2 through a mix of TV and online advertising delivered roaring results for Mazda. Exposure to the online ads increased awareness of the Mazda2 by 7 percentage points, with test drive applications increasing by 193 per cent during the campaign.

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23/04/2010

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.

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23/04/2010

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

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

Worth harnessed the burgeoning power of social media to improve the UK public’s support and awareness for Armed Forces Day and encourage a celebration of the forces, veterans and wider forces family, to honour the work they do. Worth's use of digital to create highly engaging content and development of spaces where communities could grow and flourish has allowed them to mature into meaningful places of support and an overall increase in positive participation.
Post campaign research has shown www.armedforcesday.org.uk had over 180,200 website visits between 1st April and 7th of July 2009. There was an unprecedented growth in the Facebook fans from 4,000 in late May to just over 100,000 by 26th June, with a joining rate of more than 3 people per second up to the 100,000th membership. The membership rate continues to grow, soon to reach its 200,000th member. Nearly 13,000 people signed up to the AFD mailing list – with over 9,000 receiving free window stickers to spread the campaign message further and over 6,000 leaving a message of support. Further, 6,295 photos were uploaded into the Flickr photo gallery by fans from 2009 events.

Worth Armed Forces Day on Twitter Armed Forces Day on Facebook

20/01/2010  |  Full story...

Macmillan Cancer Support is a national cancer charity which provides practical, medical, emotional and financial support to people whose lives are affected by cancer. It also campaigns for better cancer care. The challenge they faced was that there was increasing traffic to their website and it was critical that users could find the information they needed quickly and easily. Webcredible suggested a new homepage displaying information on different cancer types, a redesigned contact us page, new information architecture for the online shop and brand centre, and a restructure of content within the site to better suit user needs.
The Macmillan Cancer Support website has seen a substantial increase in traffic to important areas for site users which had previously been difficult to locate. For example, there has been more than a 200% increase in people finding information on financial advice.
The user-centred design programme allowed Macmillan to get to know its target audiences and what information was of most interest to them.

www.webcredible.co.uk www.macmillan.org.uk

20/01/2010  |  Full story...

Plumbworld is the UK's largest independent online retailer of bathroom, plumbing and heating products, with annual sales approaching £12 million. Plumbworld was in the process of applying some updates to its website but was ultimately looking for a total redesign of the site. Webcredible carried out a comprehensive user-centered design project to ensure a redesigned site that was focused around the needs of the user.
This research and design process ensured that the redesigned site was fully focused around maximising online sales and conversions, optimised for search engines due to the highly efficient HTML structure and ordering, conformed to the highest accessibility standards, above and beyond AA-compliance and was print-friendly with quick loading times.

www.webcredible.co.uk www.plumbworld.co.uk

20/01/2010  |  Full story...

uSwitch.com is a free, impartial online and phone based comparison and switching service that helps customers compare prices on a range of services including gas, electricity, home phone, broadband providers and personal finance products. Webcredible were commissioned to work on ensuring the best possible user experience for the new site developments.
Webcredible carried out a comprehensive information architecture and interaction design project to help ensure that the site developments were focused around the needs of the user. This involved an online survey to establish user groups and goals, in-depth interviews to validate the findings from the survey, persona creation to form the basis for future strategy and wireframe creation to show how key pages should be laid out so users can find what they're looking for quickly and simply

www.webcredible.co.uk www.uswitch.com

20/01/2010  |  Full story...

Back in 2009, Samsung lit up the Welsh countryside with a stampede of ‘extreme sheep’. This case looks at how the electronics giant caused a viral sensation, getting 10m YouTube views within a year. The 200 second ad sees sheep with LED light harnessed manoeuvred into position to create a giant sheep, before creating the Mona Lisa with the various coloured LEDs on their back.

29/12/2009  |  Full story...

European cancer research is of a very high quality but is fragmented, un-coordinated and slow in translating benefits to patients. If state of the art treatment was available to all cancer patients, the World Health Organisation has estimated that over 20,000 lives would be saved annually. Targeted at oncology professionals, ecancermedicalscience actively encourages the communities of sub-specialised scientists and cancer carers to exchange ideas and research, speeding up the time it takes from discovery, to patient benefit. The peer-reviewed, online journal hired Brandcast Media to revamp its site. The site now includes social media with blogs, forums and a Twitter feed, as well as podcasts and an ecancer.tv video section.

www.ecancermediascience.com

09/11/2009

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.

www.creativelynx.co.uk

09/11/2009

About 6,000 people are affected with haemophilia in the UK. A preventative treatment (known as prophylaxis) allows those affected to lead virtually normal lives, with sport and exercise playing a vital role lessening the risk of bleeds. Bayer HealthCare hired Oi Media and Langland to create FactorFitness, a website giving haemophiliacs tips on how to get the most out of sport, while educating others on special requirements needed, such as the dedicated ‘Teachers Zone’. By far the most popular area of the site, the ‘Ask and expert’ feature lets people submit questions to resident physio and occupational therapists- providing a valuable resource. The site has a number of interactive features such as games and user generated photo galleries, while patients on Bayer get access to a special members area.

www.factorfitness.co.uk

09/11/2009

This e-tutorial is helping to educate nurses at a time when NICE guidelines require more nurses to deliver eczema care. Developed for Schering-Plough in association with a panel of specialist dermatology nurses, eczpert.co.uk makes learning easy, accessible and fun. It puts the busy nurse in control of their own education, and allows them to dip in and out of the programme and learn at their own pace. Each of the twelve tutorials contain reflective practice exercises, downloadable workbooks, certificates and practical tools and is accredited by the Royal College of Nurses - that's 12 hours of CPD. This campaign is bang on trend. With recent NICE guidelines aiming to improve eczema management across England, and an increasing number of nurses having to deliver holistic care and patient education with little or no training, eczpert.co.uk is helping to bridge the gap.

www.eczpert.co.uk

09/11/2009

Creating engagement and relevancy is tough for a chocolate bar. Lacta’s approach was to create the type of video content their target consumers might want to watch and play around with during a coffee break at work. It’s a video love story with genuine interaction. The linear video kicks off (probably after a link is forwarded to you by a friend). You then decide during the video which route the characters follow next. It’s a classic guy meets girl story, and creators OgilvyOne have managed to create an interesting interaction that lets you play with the characters and the situation. For us what made this work as a marketing tactic was a combination of how the story unfolded, the high quality production values and the tone of voice which was spot on for their Greek target audience. There’s around 20 segments to the video and the simple embedding of choices inside the streaming video is both compelling and seamless. Fortunately the two year journey only takes a few minutes to watch through, but it’s one of the neatest examples of non-linear storytelling we’ve seen in video based branded content. The product placement is clear but appropriate and by using the product to help tell the story it fits with the brand and creates some genuine interest from consumers. Our Digital Training Academy team in London certainly went off looking for Lacta bars straight afterwards! These guys scooped the Branded Content category at the MIXX Awards.

Watch the video

30/10/2009  |  Full story...

For its tenth birthday, web hosting company Moonfruit, gave away a Macbook Pro laptop every day for ten days. To win one, users had to tweet using the hashtag #moonfruit. The result? A 350% increase in product trials, a 600% increase in traffic… and Twitter forcibly removing it from the top trending topics.

The hashtag #moonfruit topped Twitter's trending lists for three days, accounting for 2.5% of all tweets at its peak. People drew pictures, made videos and sang songs about the brand in a bid to win the laptops. The secret to the success of the campaign, spearheaded by founder Wendy Tan-White, was engagement.

"The biggest surprise was the brand affinity and awareness it created. The name of the company helped a lot, because people asked what it meant. They really picked up on the message we wanted to get across. They made the brand their own and we couldn't have done that without Twitter. It creates a relationship," Tan-White said.

Moonfruit Twitter

15/07/2009  |  Full story...

There’s an interesting technique for engagement here. The square advert on the right hand side opens up and gives the viewer a pen. A brand character then runs along the line that’s automatically drawn. It’s an engaging way of drawing the viewer in and delivering a clear payback. The ‘Impossible is nothing’ message resonates and has more compulsion given that the viewer is bound to be sitting at a PC screen.

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09/07/2009

VW capture the moment by aligning their brands with the Twitter messaging tool. Using Twitter in the advert creates interest and helps VW stand out from other motor manufacturers. By typing in your Twitter name it then looks for your tweets and claims to be finding the right car for you based on your content. Behind the scenes it seems to pull language from your Twitter feed and display this within the advert. It’s a neat way of dipping into Twitter, but the real benefit here is threefold: engagement with the customer, creating the spark of talkability about the brand, and VW’s alignment with the funky microblogging platform tech trendsetters have gravitated towards.

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09/07/2009

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."

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09/07/2009

For the launch of the new Tomb Raider game, this high impact take-over on a key website delivers both audience reach (within the right target) and detailed brand message. This is a great example of a take-over because the media owner has worked hard to give the brand a great deal of value. The integration with the content might seem shocking, but for the IGN gaming website it’s a perfect match for their target viewers.

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09/07/2009

A good example of creativity within the advertising space. This simple advert for a Zoo in San Diego achieves interaction and creates a short entertainment experience. The player can create a mythical animal but connecting different parts of a zoo animal’s body together. The send-to-a-friend feature is a real neat way to let kids share the content, and the payback of saying that whatever the animal, you’ll find it at the zoo clearly fits with the attraction’s position in the market. The forwarding tool is a simple example of how to tap into social networks and the interaction a good way to make otherwise flat advertising something people want to engage with.

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09/07/2009

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.

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09/07/2009

This example of data capture inside an advertising space is a good way of showing how brands can build lists and email addresses of prospects without needing them to visit the website. In this particular example, the confectionery brand Snickers uses mobile marketing as a way of sending messages between friends that are from their brand spokesperson – Mr T. The messaging is customised by name and gives the person who triggers the message a range of options. A neat way of reaching into social networks and getting people with mobiles to forward the brand message to their friends.

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09/07/2009

These kids became iconic through television and online advertising. They’re instantly recognisable and their leaping eyebrows swept through the web as fast as people could forward to their friends. It’s a good example of integration between media channels because the images and music were identical across both. The images are high impact on screen and they work well on the web because of the lack of clutter within the advertising space. It becomes one of the dominant elements on the page and because of this achieves both impact, brand recognition and message association. For fast moving consumer packaged goods brands like Cadbury’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 so brilliantly – even without a click-through to their website.

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09/07/2009

Achieving dwell time in media is a massive challenge. The click happy generation rarely spend seconds with commercial messages and have become adept at filtering out what doesn’t interest them. However this campaign from L’Oréal achieved 2-3 minutes of dwell time, here’s why…

Derma Genesis was a new product line from L’Oréal designed to revitalize and illuminate the skin. To promote brand awareness they launched a campaign in the Malaysian market to promote the range of products. L’Oréal has a reputation for forward thinking, and this was further proven by their first foray into online advertising. Rather than “testing the waters” with a minimum buy campaign, L’Oréal decided to pull out all the stops with Derma Genesis and launched a heavyweight campaign with free samples, a video contest, interactive product information and a really integrated campaign. For consumer packaged goods firms there’s a real challenge in building both awareness and encouraging trial, but the brand achieved this with the bespoke ‘MSN Homepage skinner’ advertising format. The presence of the brand clearly caught the attention of users on the MSN Homepage and also reached Windows Live Hotmail visitors. L’Oréal spokesmodel Penelope Cruz prominently featured on the home page.

Download the case study: L’Oréal Derma Genesis | View campaign creative

09/07/2009

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