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Digital Marketing Case Study case studies: we currently have 1112.
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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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: Kellogg's Special K Map My Fitness | Sector: FMCG | Objective: Brand positioning, purchase intent | Format: Social media, strategic marketing models, web design, web analytics
Kellogg's wanted to lift their marketing message into the lifestyle space and align themselves deeply with the values and experiences of their target consumers. They stepped above simple advertising campaigns to create a fitness platform they could own and a marketing initiative that would be integrated across many channels
Download the case study: Kellogg's Special K Map My Fitness
26/06/2009
Case study: Tourism New Zealand | Sector: Travel | Objectives: Brand awareness, targeting, buzz, cut-through | Format: Online media, monitoring and evaluation, website design
Tourism New Zealand (TNZ) is the international marketing agency responsible for marketing the country as a holiday/travel destination to audiences outside New Zealand. An intergrated online campaign was undertaken in 2007
Download the case study: Tourism New Zealand
26/06/2009
Case study: Levis Jeans Jump | Sector: Fashion | Objectives: Brand awareness, brand positioning, cut-through, buzz | Format: Online media, monitoring and evaluation, strategic marketing models
A challenge Levi's have is that they compete not only intensively in store for market share amoung their target consumers, but also for the time and attention their consumers have when they are exposed to media. The brand needed to find a way to engage that would achieve cut through.
Download the case study: Levis Jeans Jump | Watch the video
26/06/2009 | Full story...
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: Carling Live | Agency: Various | Sector: FMCG | Objectives: Brand awareness, engagement | Format: Sponsorship, search, integrated marketing, strategic marketing models, web design
In the crowded drinks sector Carling wanted to find a strategic way to achieve cut-through. They developed an award-winning strategy of sponsorship that was amplified on the web through sophisticated search engine marketing that gave the campaign a permanent place online. Carling realised that just as brands compete for a share of sales, they also compete for audience attention online so an alternative to simple advertising was needed.
Download the case study: Carling Live
26/06/2009
Case study: Dove Nutrium | Agency: Marketing Evolution/Dynamic Logic | Sector: FMCG | Objectives: Optimisation | Format: Online media, monitoring and evaluation, marketing models and intergration
This was the pioneering landmark study into optimising the media mix and the level of weight internet banners should be given. The award-winning research formed a roadmap for media-neutral planning and quantified how each marketing channel influences the consumer. It revealed how some channels are used to saturation point; while others are barely explored. Minor reductions in frequency or reach of campaigns in one media free up budgets that work harder online: same budget, better results.
Download the case study: Dove Nutrium
26/06/2009
Case study: Nokia N95 | Sector: Telecomms | Objectives: Lead generation, purchase intent, brand awareness | Format: Video, email, rich media
The Nokia N95 broke new ground in smartphone technology. To create advocates for the new device, Nokia turned to Microsoft to reach techsavvy target groups. Cross-media research was conducted by MetrixLab to measure how the different combinations of media affected brand metrics such as awareness, recall, imagery, message association, and purchase intent. Around 3,400 people took part in the research.
24/06/2009
Case study: KDDI | Sector: Telecomms | Objectives: Brand awareness, targeting | Format: Rich media
For mobile operators, business and enterprise users are vital customers. But they are difficult to reach—particularly the decision makers. When KDD I brand Business au! launched the E03CA mobile phone, a rugged, secure handset that meets the needs of a business lifestyle, it had to find a way to get the message to the people that mattered—high-level executives. Microsoft Advertising had the answer.
24/06/2009
Case study: AIS | Sector: Telecomms | Objectives: Traffic-driving, buzz, brand awareness | Format: Rich media
Thailand-based telecommunications company Advanced Info Service PLC (AIS) is a market leader. With traditional ad channels having less impact among tech-savvy professionals, it was time for a new approach. AIS believed that many tech-savvy Thais went online for the best deals on new mobiles. So the company wanted to try online for its latest phone and airtime package. The problem was finding a media owner with high reach who could deliver measurable results.
24/06/2009
Case study: Johnson & Johnson | Sector: Pharmaceutical | Objectives: Brand awareness, brand positioning, traffic generation | Format: Social media, branded content, microsite
Johnson & Johnson Consumer B.V. (JJCBV) wanted to boost awareness of its o.b. tampon brand among young women in the Netherlands. Because the vast majority of Dutch women aged between 14 and 18 use Windows Live Messenger, the company worked with Microsoft Advertising to create a Personal Expression; a collection of interactive content used in the application. The hugely successful campaign increased brand usage by six percent among the target audience.
24/06/2009
Case study: Kleenex Let It Out | Sector: Pharmaceutical | Objectives: Engagement, brand positioning | Format: Social media, microsite, rich media, branded content
Kleenex created a new brand story called Let It Out, which focused on breaking free from inhibitions and letting out tears, laughter, joy, frustration, and all the other things we hold back. The objective was to create an emotional connection between consumers and Kleenex and a key part of this was to encourage participation in ‘letting it out’.
24/06/2009
Case study: Incredible India | Sector: Travel | Objectives: Purchase intent, reputation management | Format : Rich media, email
The Government of India Ministry of Tourism wanted to promote India as the destination of choice among international travellers from the United States, Europe, and Asia Pacific. The marketing strategy, which went beyond the traditional media mix, integrated online marketing so the Ministry could reach the increasing number of people who research their holiday destinations online. The Ministry understood the need for an interactive and engaging campaign to ensure message retention, as tourists choose international holiday decisions months ahead of actual travel dates.
24/06/2009
Case studies: Habitat’s social media blunder and Twitter spam | Sector: Retail | Format: Social Media
The Habitat furniture store is among many brands to have misunderstood Twitter, blundering in to a private social space with typically offline approach. Their clumsy attempt to use Twitter’s # tags was an ill thought through way to get their messaging seen by larger numbers of people. The feed from HabitatUK effectively spammed thousands of people by trying to hijack key trending topics. Hash tags help people track conversations in Twitter, and the retailer decided in June to align itself to topics such as Apple’s iphone and the Iranian elections. It suggests three sequential failures in the marketing strategy: failing to read the landscape and the way people use the tools, failing to create a digitally native strategy and failing to have management checks and controls in place to identify poor practice. Coaching the marcomms team in digital marketing would have prevented this and a clear social media policy would ensure it never happens again.
More details on the Neoco blog that broke the story | Social media best practice | Social media case studies
24/06/2009
Case study: Nokia on Facebook | Sector: Telecommunications | Objectives: Brand repositioning, buzz, trend creation | Format: Sponsorship and content integration
Nokia is about connecting people. The pioneers of mobile phones created the handsets a generation grew up with, and the handsets a generation learned to ‘talk’ with. So how smart and how fitting that Nokia is the brand behind an initiative for writing the rules for mobile and SMS conversations. Getting the most from a new technology isn’t about understanding the functions it’s about understanding how to behave with it. We master the functions quickly, but the behaviour takes longer and as people try out new technologies (from texting to tweeting), there’s a new type of behaviour we have to discover. So when Nokia started thinking about how people connect, it seemed only natural to let their customers do the talking. And that’s what you have right here. A great example of a wider social message, linked to a brand truth, delivered through a sponsorship, inside a community space, using social content - and along the way some great marketing. Like the strapline says, Nokia really are about ‘connecting people’.
http://apps.facebook.com/talkingpoints
23/06/2009
Case study: Nestle tweets in online ads | Sector: FMCG | Objectives: Targeting, click-through, buzz | Format: Banner adverts, Social media on Twitter
Food manufacturing giant Nestle has come up with an innovative use for Twitter that combines together a mix of digital channels. Their latest advertising campaign for JuicyJuice includes a Twitter feed within the advertising creative. This social media campaign lets people post their own tweets within the advertising that appears online. At the time of writing, the brand is testing it on US sites CafeMom and BabyCenter. Here’s how it works: there are questions inside the advertising space that relate to parenting (How do you stimulate your child's mind? How important are vitamin-enhanced foods to you?). People can write their message or tweet inside the advertising.
15/06/2009 | Full story...
Case study: Bookstart | Agency: Incentivated | Sector: Public | Objectives: Targeting | Format: Mobile
Mobile drives free book giveaway
In this campaign by Incentivated TV ads were run featuring a prominent text call to action ran during daytime TV shows on 34 channels for four weeks. By texting BOOK along with their name, house no. and postcode to 80800, viewers can receive a free book from bookstart. Mobile was the only medium used to request a book.Texts were totally free to viewers.
Download the Bookstart case study
10/06/2009
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: MacMillan Cancer Support | Agency: Incentivated | Sector: Charity | Objectives: Sales | Format: Mobile
Mobile generates 59% of donations from press campaign
This campaign featured a Call-to-action in national newspapers and on television. Donors text SUPPORT, NURSE, HELP or MACMILLAN to 85222, which deducts £3 from the donor’s mobile. Donors are sent a WAP push message inviting them to fill out a mobile internet Gift Aid form. By confirming they are tax payers, Macmillan can claim extra 28% from HM Revenue & Customs. (An SMS questionnaire alternative was offered.)
Download the MacMillan case study
10/06/2009
Case study: Pedigree | Agency: Incentivated | Sector: FMCG | Objectives: Purchase intent, increasing conversion | Format: Mobile
Mobile encourages 5x more voucher redemption
This mobile campaign was kick started with 300,000 mailers containing vouchers being delivered nationwide. A text & win was offered giving customers the chance to win a year’s supply of dog food and a digital camera. Customers were invited to text SMALL DOG to 82222 to enter the competition and then reminded to use the vouchers each month, by text message.
Download the Pedigree mobile case study
10/06/2009
Case study: British Airways | Agency: Incentivated | Sector: Travel | Objectives: Engagement, reputation management | Format: Mobile
Mobile enhances passenger experience for BA
British Airways launched a new mobile service that could provide passengers with up to the minute the information about their flights. Passengers enter their mobile numbers via ba.com. Up-to-the-minute SMS alerts are sent if their flight is going to be delayed or is cancelled. Messages are sent in a number of languages. The service integrates with BA’s existing information system.
Download the British Airways case study
10/06/2009
Case study: Transport for London Cabwise | Agency: Incentivated | Sector: Public | Format: Mobile
Mobile helps to reduce cab-related attacks by 46%
In an effort to reduce crime related to illegal taxis in London Incentivated launched the Cabwise initiative where by subscribers could text HOME to 60835 (spells ’G0TFL’) to receive local licensed minicab and taxi information in the area they are texting from. A Location Based Service search is used to pinpoint the subscriber’s exact location, enabling the relevant information to be identified and sent. The database of 45,000 licensed minicab operators and drivers is updated daily to maximise safety.
Download the Cabwise case study
10/06/2009
Case study: Blink TV and GirlsAloud | Sector: Entertainment | Format: Mobile
This is a simple example of integrated mobile marketing. UK agency g8wave worked with Blink TV (the leading supplier of video screens and equipment to the music industry) to target Girls Aloud fans by offering the chance to meet their band. The mobile marketing promotion for Girls Aloud was based around the band’s Out of Control tour, which opened in Manchester. Blink were behind the stunning mix of visuals on the tour and as part of the pre-show build-up, fans saw a short film inviting them to text in their details to win a VIP trip to Wembley Stadium to meet the girls when they support Coldplay in September.
08/06/2009
Case study: Radisson Edwardian | Agency: Greenlight | Sector: Travel | Format: Search
A solid application of smart search marketing principles deep in the long tail of search engine queries. The Radisson campaign succeeded in delivering multimillion pound returns at massive scale. Their processes used extensive and deep optimisation techniques to deliver outstanding ROI - showing just how powerful search engine marketing can be.
Download the case study | www.radissonedwardian.com
17/05/2009
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
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- directory
- Dove
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- DTI
- Dynamic Logic
- easyJet
- ecommerce
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- EE
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- EMEA
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- 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
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- healthcare and pharmaceutical
- Heineken
- Heinz
- Hewlett Packard
- Hong Kong
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- Incentivated
- increasing conversion
- India
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- ING
- Inside Mobile
- insurance
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- Israel
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- Jaguar
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- Japan
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- KDDI
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- pay per click advertising
- Pedigree
- Pepsi
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- Philippines
- Pixelpusher
- Plumbworld
- podcasting
- Poland
- portal
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- 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
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- Russia
- Saatchi and Saatchi
- Sainsburys
- Samsung
- Saw V
- Schering Plough
- Schroders
- search
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- Shell
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- Skive Creative
- Skype
- Slovakia
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- Snickers
- social media
- Sonaa
- Sony
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- Starbucks
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- Sympatico
- Taglab
- Taiwan
- Talk Talk
- Talk to Frank
- targeting
- TBWA
- technology
- technology and software
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- Television
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- Tourism New Zealand
- Toyota
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- 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
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- Warner Breaks
- Warner Bros
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- Webcredible
- William Hill
- Windows
- Windows Live Messenger
- Worth
- Yahoo
- youth marketing
- YouTube