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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In October 2013, Heinz and Reckitt Benckiser were among the first brands to sign up for Future Ad Labs’ advertising format, PlayCaptcha. The partnership saw Heinz and Reckitt Benckiser use PlayCaptcha to increase brand engagement and improve overall consumer sentiment and product recall. Early tests for both Heinz and Cillit Bang indicates that PlayCaptcha delivered engagement rates many times higher than traditional digital advertisement formats, while providing a better user experience for web page visitors.

Watch this video presentation explaining how the 'PlayCaptcha' tool works below:

Brand: Heinz, Reckitt Benckiser | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: Future Ad Labs | Objective: brand awareness, consideration and purchase | Format: Gaming

10/10/2013  |  Full story...

In a hard-hitting TV and digital campaign, St Johns Ambulance offered interactive advice on giving first aid to youngsters, in a bid to help boost awareness of potentially life-saving skills. The campaign, created by BBH London, features a TV and YouTube commercial that links to an interactive video adapted for both desktops and smartphones, with instructions on basic first aid. On their smartphone or on the desktop they will then be asked to swipe the screen or click a mouse at various points to help the father carry out first aid and move the boy into the right position to enable him to survive.

View the video ad here:

Brand: St Johns Ambulance | Sector: Healthcare, Public Service Announcment | Country: UK | Partner/agency: BBH London | Objective: brand awareness, consideration and purchase | Format: Video, TV, YouTube

09/10/2013  |  Full story...

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...

Retailer TK Maxx has appointed Exponential for its first ever cross-platform ad campaign designed to increase the number of visits to its stores by occasional shoppers. The video campaign will run in two phases – autumn and Christmas – across both desktop and tablet, and will focus on communicating store locations. The ads will contain a Google map locating all stores in the user’s proximity overlayed on videos showcasing the latest male and female fashion ranges available in-store.

Brand: TK Maxx | Sector: Reatil, Clothing | Country: UK | Partner/agency: Exponential | Objective: brand awareness, consideration and purchase | Format: Mobile, Video

09/10/2013  |  Full story...

In September 2013, American politics exploded onto the web with a partial governement shutdown, and digital marketers got tough and took the fight to Twitter, email and beyond. And they made it personal with a massive campaign to hold Speaker John Boehner “responsible” for the shutdown. Here’s what they said…

Sector: Politics | Country: US | Objective: Petition, Social media followers | Format: Email, Twitter, Social media

07/10/2013  |  Full story...

Hewlett Packard’s US printing division generated more revenue per visitor from paid search than via organic listings, according to a this case study and white paper from Resolution Media and Kenshoo. The study examined the complex relationship between Paid and Organic Search Marketing, to discover the optimal balance on a search engine results page. The results indicated that paid search drove higher net revenue per visit than organic search.

Brand: Hewlett Packard | Sector: Consumer Electronics | Country: US | Partner/agency: Resolution Media and Kenshoo | Objective: brand awareness, consideration and purchase | Format: Paid Search, SEO

07/10/2013  |  Full story...

The official website for crime writer Agatha Christie got a revamp this month, resulting in a significant rise in visitors. This case study looks at how digital agency Tangent Snowball used a user-centred social media strategy to solve the mystery of fan engagement…

Brand: Acorn Productions | Sector: Publishing | Country: UK | Partner/agency: Tangent Snowball | Objective: brand awareness, consideration and purchase | Format: Website design, Social media

07/10/2013  |  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...

Dom Pérignon is using Instagram to reinvent itself and appeal to younger consumers, as the luxury champagne brand expands into social media. Dom Pérignon has been showcasing the collaboration and limited-edition collaboration through its social media pages. On Facebook, daily posts convey the collaboration and promote the limited edition bottle and gift box.

Brand: Dom Pérignon | Sector: FMCG, Luxury | Country: Global | Objective: brand awareness, consideration and purchase | Format: Instagram, Facebook, Social

25/09/2013  |  Full story...

In September 2013, Italian automaker Lamborghini introduced a live-streaming racing community to target aspirational consumers and racing enthusiasts. The new service went live at the Sept. 21-22 the Lamborghini Blancpain Super Trofeo race at the Nürburgring racecourse in Germany. The brand provided dedicated fans with moment-to-moment video and multimedia pertaining to the weekend’s races. Rather than inventing new content, finding ways to bring traditional events to social media can help Lamborghini bridge the gap between young and old consumers.

Brand: Lamborghini | Sector: Automotive, Luxury | Country: Global Objective: brand awareness, consideration and purchase | Format: Social, Video

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...

Menswear fashion brand, Burton recently launched an initiative across the performance channel, adopting a ‘channel neutral approach’ increasing conversions and sales by 395% in the process. With the increased exposure given across the publishers sites, Burton saw a significant increase in activity. Affiliate traffic increased by 260% on the previous week while the offer also converted exceptionally well at 14.5% click to sale.

Brand: Burton | Sector: Clothing | Country: UK | Agency/Partner: Affiliate Window | Objective: brand awareness, consideration and purchase | Format: Mobile, design, affiliate

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...

In the summer of 2013, Colgate launched Twitter campaign ‘There's Something in Your Tweet', helping people alert people that they have food stuck in their teeth. The Canada-based campaign was created by Union Toronto, letting people send an anonymous alert via Twitter, or if they want to keep it private then they can send a quick email.

Brand: Colgate | Sector: FMCG healthcare | Country: Canada | Agency/Partner: Grand Union Toronto | Objective: brand awareness, consideration and purchase | Format:Twitter, Social media

18/09/2013  |  Full story...

Candy Crush Saga is currently making $850,000 a day, as the year-old mobile puzzle game reveals the secrets to its ‘freemium’ business model success. Launched in September 2012, Candy Crush is a "freemium" app, which means it's free to download, but users can purchase in-game upgrades. King, the team behind Candy Crush, have perfected the art in in-game purchases by keeping the game addictive and adding regular updates.

Watch a trailer for Candy Crush Saga below;

Brand: Candy Crush | Sector: Mobile gaming, Apps | Country: Global | Objective: brand awareness, consideration and purchase | Format: Mobile, Apps, Gaming

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...

Samsung ships millions of products every day to customers around the world. With a worldwide customer base, but to be successful, the electronics giant does not subscribe to a one size fits all philosophy. Its employees observe people's lives to give give them options that meet their varying cultural and regional needs. This case study offers a rare insight into how Samsung localises its products for the many markets it serves around the world, with 10 examples from different regions.

Brand: Samsung | Sector: Consumer Electronics | Country: Global | Objective: brand awareness, consideration and purchase |

17/09/2013  |  Full story...

McDonald’s is experimenting with Near Field Communication with a new in-store mobile game that is activated when a user places their device on one of the tables. Targeted at children and dubbed ‘The Happy Table’, the technology is being tested in a McDonald’s in Singapore. Created in partnership ,with agency advertising agency DDB, users can a mobile phone over a table to activate a mobile game.

Brand: McDonalds | Sector: FMCG, Food and Beverage | Country: Singapore | Agency/Partner: DDB | Objective: brand awareness, consideration and purchase | Format: Gaming, Mobile

17/09/2013  |  Full story...

To promote its latest Clinique product range, M2M worked with InSkin Media to run an innovative rich media ad on key sites. This high-impact campaign stayed true to the brand's values of high-quality creativity and innovation. To promote Clinique's new Dramatically Different Moisturising Lotion+, ISM created a clean, animated PageSkin, for desktop and tablet, targeted to a range of premium female sites. The bespoke microsite hosted the product video, and directed users to buy the lotion and engage with the brand on social sites.

View the campaign creative here

Brand: Clinique | Sector: FMCG, Health and Beauty | Country: US | Agency/Partner: InSkin Media | Objective: brand awareness, consideration and purchase | Format: Mobile, Display advertising

17/09/2013

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...

Ray-Ban Belgium and DDB Brussels have launched a new campaign that makes creative use of public transportation to communicate Ray-Ban’s wide range of polarized color lenses: from sky blue to hot pink. In all major Belgian cities, trams were redesigned into "Ray-Ban Test-Drive Trams" that let consumers discover the city through different Ray-Ban color lenses.

Brand: Rayban Belgium | Sector: Clothing, Luxury | Country: Belgium | Agency/Partner: DDB Brussels | Objective: brand awareness, consideration and purchase | Format: Outdoor, Instagram, Social Media, Video

10/09/2013  |  Full story...

In 2012, Center Parcs partnered Maxymiser to develop a long-term customer experience optimisation strategy. It had two key objectives; to improve online conversion and encourage users to book earlier, and to prepare the way for the opening of the new village in Woburn. This case study shows how the company is using testing to cut down on risks while reacting more quickly by making real-time changes based on real-time data.

Brand: Center Parcs | Sector: Travel, Hospitality | Country: UK | Agency/Partner: Maxymiser | Objective: brand awareness, consideration and purchase | Format: Multivariate Testing, Analytics

10/09/2013  |  Full story...

FAGE UK hired Coupons.com to run a social couponing campaign to engage consumers via Facebook and drive product trial for its Fruyo range in Waitrose. This case study outlines how the yoghurt brand boosted Facebook fans 7% in just 2 weeks with social couponing.

Brand: Fage | Sector: FMCG, Food and Beverages | Country: UK | Agency/Partner: Coupons.com | Objective: brand awareness, consideration and purchase | Format: Social and mobile coupons, Facebook

10/09/2013  |  Full story...

In 2013, Swarovski Optik launched a social media campaign capturing the vacation experiences of travellers, positioning its new CL Pocket binoculars as an accessory for enhancing holiday sights. This campaign was developed by international creative agency Perfect Fools and met the desire to show and comment on holiday and travel experiences via TripAdvisor and Facebook, in a glamorous digital space.

Brand: Swarovski | Sector: Luxury | Country: UK | Partner/agency: Perfect Fools | Objective: brand awareness, consideration and purchase | Format: Social, Trip Advisor, Facebook

10/09/2013  |  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...