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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Engaging a high net-worth, tech-savvy adult male audience with a brand is a tough challenge, but Samsung made smart use of mobile advertising to build brand engagement, driving 198,000 users to a post-click experience.

The purpose of the campaign was to build awareness about the LED 3D TV and drive purchase intent. The campaign resulted in 113% increase in mobile ad awareness & 27% increase in both purchase consideration. Samsung used targeting, and multiple ad formats including interactive ads for iPhone and Android . It also sponsored the popular Sports Tap app, which reached their target audience on mobiles irrespective of the handset and technology they were using. The campaign got a CTR of 1.21% and 50,000 video views. The greater impact of the campaign was the positive inclination towards the brand, with 38% increase in agreement with the statement “Samsung is a leader in new technology”

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Brand: Samsung | Media: Google Admob | Sector: Telecommunications| Agency: MediaVest | Format: Interactive video ads, Expandable canvas ads, Banners and Text links

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04/01/2012

TV channel G4 used mobile ads as a cost-effective way to get consumers to install their Android App. G4 used CPC text and banner ads on the AdMob mobile display network reached its target audience. The campaign drove over 3,800 installs and a 8.01% conversion rate for the campaign over all.

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Brand: G4|Media: Google Admob |Sector: Telecommunications | Format: Text & Banner ads

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03/01/2012  |  Full story...

Universal used AdMob’s Interactive Ad Unit on mobile to create buzz around the brand and encourage brand engagement.

With the use of AdMob’s auto-play interactive a units and text and banner ads Universal created a buzz resulting in 31% increase in the intent to view its upcoming movie ‘The Wolfman’. The campaign resulted in 69% increase in mobile ad awareness and a 31% increase in both release date association and intent to see the film.

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Brand: Universal |Media: Google Admob | Country: Spain |Sector: Entertainment| Agency: Ignited Agency | Format: Auto-Play Interactive Ad Unit

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02/01/2012  |  Full story...

Twentieth Century Fox used interactive advertising to promote the Blu-Ray and DVD release of blockbuster film Avatar, resulting in a 35% higher than average dwell rate. The campaign used a homepage takeover and interactive video to showcase the video content and recreated the interface from the film.

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Brand: Avatar | Country: USA| Sector: Entertainment| Agency: Moxie (US), Vizeum (Int), Think Jam, Media Mind | Format: Screen Takeover

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01/01/2012  |  Full story...

Twentieth Century Fox created an interactive game and expandable banners to promote action horror film Predators, resulting in high dwell rates and brand advocacy. The campaign used expandable banners, featuring an interactive game (complete with with blood spatters). The game gave users the opportunity to choose their weapons and engage with brand via the game. The gamification enabled users to experience the storyline of the film and also enabled to enter a global MPG. The average dwell time for the campaign was 35.7 seconds 80% above benchmark and the average dwell rate 8.27% nearly 10% higher than benchmark.

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Brand: Predators | Country: USA| Sector: Entertainment| Agency: Moxie (US), Vizeum (Int), Think Jam, Media Mind | Format: Interactive Game in expandable banner

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12/12/2011  |  Full story...

This on-street campaign from Cornetto in Turkey raised awareness of Unilever's Ice Cream brand with a game that was playable via projection mapping over 3 days, in a central square in Istanbul. The interactive game was playable by passersby who had to call a number to enter, which then enabled them to control a character within the game using the keypad on their phone. The game was only playable by 5 people at a time, encouraging people to watch the action while they waited their turn. If the player is successful, they get a code to redeem for a free ice cream.

08/12/2011

Universal made innovative use of YouTube’s homepage banners to promote its Despicable me movie, garnering high dwell and click through rates. The campaign took over the YouTube homepage in seven markets- UK, Germany, France, Spain, Italy, Netherlands & Australia. Universal got viewers to click on banners and also share on Facebook and Twitter, with a click rate of 0.44% which is higher than the average CTR for the entertainment vertical. The average Dwell time of users interacting with the campaign was 90.40 seconds, 1.6 times higher than benchmark & the average dwell rate 54.83%, 7 times higher than benchmark. The CTR was 11.89% which was 30 times more than benchmark.

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Brand: Universal |Media: MediaCom UK | Country: Spain, Nethrlands, Australia, UK, Germany, France, Italy |Sector: Entertainment | Agency: Feref Digital, Media Mind | Format: YouTube Takeover

Read the case study here: MediaMInd

23/11/2011

Warner Brothers used a striking rich media campaign to drive awareness of the DVD released of blockbuster movie Inception, achieving much higher than average dwell rates and click through rates as a result. The campaign employed a user-initiated video within a banner on gaming website GameSpot, showcasing the movie’s special effects. Warner worked with CBS interactive and used Media Mind’s Glider takeover format. The ad begins with the homepage falling towards the user, revealing the world of Inception. The ‘fallen back’ homepage remains visible throughout the experience, so the user maintains a connection to the GameSpot site while exploring the ad. The Dwell rate for Glider Takeover was 21.87%, 268% improvement over the benchmark & CTR was 247% improvement over the benchmark

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Brand: Warner Home Video |Media: CBS Interactive | Country: US |Sector: Telecommunications | Agency: Media Mind | Format: Glider Takeover on GameSpot

View the case study here: MediaMind

23/11/2011

Lacta Chocolate’s Facebook App made smart use of social media, boosting brand engagement and tripling their fanbase in the process. The app let users customise the Lacta chocolate wrapper with their loved ones names and compare them to the particular flavour before, uploading the results to their wall, reaching out to hundreds of people on their list. The campaign demonstrates how Lacta used an engaging and appropriate app to get their fans to become brand promoters. This was done using a simple consumer insight that people enjoyed comparing their loved ones with chocolate. The App lead to 135,000 users sent out 300,000 virtual Lacta Chocolate in first week. In two months the number of Fans increased from 87,000 to 250,000, almost 3 times. The campaign lead to an increase in the number of likes on Facebook approximately 396,000 likes.

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Brand: Lacta |Media: Facebook | Country: Greece |Sector: FMCG | Agency: OgilvyOne Athens | Format: Facebook Application

Link to YouTube Video: Lacta | Link to Facebook page

16/11/2011

Heinz used a Facebook App to allow users to send friends personalised soup tins, with messages appearing below the iconic brand. The campaign allowed fans to choose their soup variety, personalise with the friend’s name and pay £1.99 to get the can delivered to their friend in days. This case study shows how with Facebook App, Heinz got fans to send out personalised soup cans friends in the cold and flu season. The campaign combined F-commerce and personalisation with seasonality to create positive brand image and increase engagement. The campaign also led to mentions on other social platforms such as Twitter.

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Brand: Heinz |Media: Facebook | Country: United Kingdom |Sector: FMCG | Agency: We are social | Format: Facebook App

Read the case Study here: We Are Social | Visit the Facebook page here Heinz

16/11/2011

Reckitt Benckiser used a suite of eight online and mobile mini-games to raise brand awareness among students and graduates early in their career, as part of a recruitment drive. The games are available online and via iPhone and Android Apps. The games are promote the 8 ‘power brands’ of Reckitt Benckiser; Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish & French Mustard. The games were promoted via social media seeding strategy which targets relevant gaming portals, news groups and communities.

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Brand: Reckitt Benckiser |Media: Social feeds, Communities & Gaming portals| Sector: FMCG | Agency: TAMBA, The Workroom | Format: Online Games, iPhone & Android Apps

View a video of the campaign: Reckitt Benckiser | View the Facebook page | View the official website: CrazieRBrands | View Tamba's Case Study

11/11/2011

Lego engaged customers with a ‘Life of George’ app, inviting consumers to combine real Lego bricks and an iPhone to take part in an augmented reality game. Using a free EyeCue-enabled iOS app, players are tasked with recreating ‘George's’ photographs using 144 included Lego bricks on a specialized "green screen-like" gaming mat. Once the model is complete, the user takes a photo with the iDevice to be scored based on building speed and accuracy to the original picture. The $30 kit promises 12 levels featuring 10 photos each, and varying difficulty levels. For added replay value, there's a two player game and a creation mode which lets users create playable models out of their own snapshots. In addition, a Facebook page, lets users chare scores and photos of their creations.

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Brand: Lego |Sector: Games | Format: Augmented RealityGaming App

View a video of the campaign: Lego | View the iTines store: Life of George | View the Facebook page: I am George

11/11/2011

Spanish homewares retailer Leroy Merlin used a dynamic ‘carousel’ offers banner to improve brand engagement, driving sales and enjoying a huge dwell rate in the process. Working with MediaMind, Leroy Merlin displayed 62 offers to consumers depending on date and user response. The banner was updated via XML feed, making any modification possible in real time without needing to stop any live ads. The three week campaign used adverts on leading home and decorating sites, the banners showcased the special offers and included video and an option to download catalogue in pdf format. The Dwell time was 85.91 seconds which is 78% greater than the benchmark 48.02 sec. The pdf catalogue was downloaded 2,577 times. Using the carousel –style browsing 32,393 views of discounts of the day was recorded for 13,400 products.

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Brand: Leroy Merlin |Country: Spain |Sector: Retail| Agency: OMD, Media Mind | Format: Dynamic Banner, Digital Shop, Carousel Format

View the campaign: Leroy Merlin | Download the Case Study: Offers Carousel

02/11/2011

This ‘battle of the tweets’ football campaign pitted Real Madrid and Barcelona fans against each other to promote Spanish mobile network Movistar. The firm worked with MediaMind to engage with the target audiences, achieving dwell rates 3 times higher than the national average. The campaign invited fans of Real Madrid or Barcelona to tweet for their team and demonstrate support via banners on ElMundo.es.

Using interactive rich media advertising on ElMundo.es, Movistar got readers to demonstrate their passion for soccer, with real time tweets appearing in the ad. More than 300,000 users viewed the campaign. The campaign used the homepage of ElMundo.es as a huge screen based on a new masthead format of 990x250 . The average Dwell time of users interacting with the campaign was 53 seconds and average dwell rate 17.27% nearly 3 times the Spanish benchmark of 6%.

“The most striking thing is that the rate of impressions with dwell time was almost three times the average for the Spanish telecommunications sector, confirming this new format of ElMundo.es as great brand placement” – Cesar Alonso, Head of Online Advertising at Movistar

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Brand: Movistar |Media: ElMundo.es | Country: Spain |Sector: Telecommunications | Agency: McCann, Arena Quantum, Media Mind | Format: Twitter Connect, FileGrab

View the campaign: Movistar | Download the Case Study: Battle of the Tweets

02/11/2011

To promote the Smurfs film in Malaysia, Sony Pictures used interactive rich media ad formats to closely engage with the target audiences and generate high dwell rates. The campaign’s tone was fun and entertaining, to keep in line with the feel of the movie.

This case study shows how, with rich media advertising on MSN and MSN Messenger, Sony Pictures got viewers to engage with the brand on the website itself. Users spent and average of 146.36 sec on the banner and the average dwell rates of the campaign were 8.62%, which is above the benchmarks of Malaysia. The campaign was targeted toward the key audience of the movie- teens and young adults age 12-25 and parents with children age 5-12 years. The purpose of the campaign was to create viral buzz about the movie and drive ticket sales for the release of the movie.

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Brand: Sony Pictures| Media: MSN Malaysia, MSN Windows Live Messenger | | Country: Malaysia | Sector: Entertainment |Agency: Universal McCann MY, Monster Interactive MY |Format: Rich Media Interactive 3D ads

Download the Case Study: Sony Pictures

24/10/2011

Getting mobile users to engage with a brand for a whole minute is a tough challenge, but Volvo put its mobile advertising to smart use to build brand engagement. This case study shows how Volvo used mobile and video ads to create buzz around the launch of its new sedan S60. A series of interactive video ads showcased a fast-paced 30-second video of the S60 and allowed users to browse additional images of the car and even visit the site, all without taking the user out of the video ad and the original content that they were browsing. According to its research partner InsightExpress, the campaign resulted in an 88% in purchase intent.

Brand: Volvo | Media: Google Admob | Country: North America | Sector: Automobile | Agency: Mobext | Format: Mobile display & interactive video Ads

Download the Case Study: Volvo

24/10/2011

The city of San Diego made smart use of rich media and gaming techniques to drive user engagement, getting a 2.54% click-through-rate from potential customers in the process…

San Diego worked with MediaMInd to use a golf-based game to promote the city as a premier golf destination, reaching out to golf enthusiasts using a combination of demographic, behavioural and geographic targeting. The campaign featured an interactive golf buggy driving game ‘Tee Box Derby ‘ embedded in a banner. The rich-media game showcased the city’s three premier golf courses as levels in the game, driving engagement with the brand. The campaign paid-off, achieving a CTR of 2.54% within the first two weeks alone. The In-banner engagement averaged 90-163 seconds, on different publishers.

Brand: San Diego Convention & Visitors Bureau | Media: Interactive Game & banner ads | Country: USA | Sector: Travel & Tourism | Agency: MeringCarson, Illusion Factory & Media Mind | Format: Rich Media Interactive game | Objective: Promote San Diego as Premier resort & golf destination

Download the case study: www.sandiego.org/teebox

18/10/2011

Hawaiian fusion fine dining restaurant Roy’s used a mobile ad campaign to maximise ROI. With the use of hyperlocal feature & click to call functionality on Google they targeted on the go customers searching for restaurants. This drove 40% increase in calls, and 539% higher clicks on the campaign as compared previous desktop campaigns. The purpose of the campaign was to increase call volumes and reservations.

Download the case study: Roy's Restaurants - Google Admob | Roy's Restaurants | Google Admob

12/10/2011

Before this now-legendary social media and video campaign, Old Spice was a brand that was previously associated with old men. This case study looks at how the ‘Man Your Man Could Smell Like’ YouTube ad got 6 million YouTube views in its first week, netting the P&G brand a sales increase of 125% year-on-year in a highly competitive market dominated by Unilever’s Axe.

11/06/2011  |  Full story...

McNeil Nutritionals, a Johnson & Johnson company, was looking for the most effective way to test market Splenda Mist, a spray form of Splenda No Calorie Sweetener. In order to drive awareness among the target consumer (women 25+), facilitate sampling of and solicit feedback on the product, the Splenda Brand turned to Facebook. Splenda utilized Facebook advertising, marketing, and developer platforms to create the first-ever product launch and sampling campaign on Facebook. The resultant launch on Facebook exceeded all Brand expectations, demonstrating the power of Facebook as a highly effective tool for driving consumer engagement and feedback.

Download the case study: Splenda - Facebook | Facebook | Splenda

28/04/2010

Sephora turned to Facebook to increase brand awareness and strengthen their position as a leader in the natural and organic makeup category. The solution Facebook provided was through its Virtual Gift Engagement ad, which was a branded reusable shopping tote for users to give to their friends along with a message. Those who sent the virtual gift were awarded a promotional code they could redeem, with any Sephora.com purchase, for a real, limited edition tote bag. During the campaign, Sephora gained 10,274 new fans and orders and traffic to Sephora.com more than doubled.

Download the case study: Sephora - Facebook | Facebook | Sephora

28/04/2010

Universal Studios turned to Facebook to promote the nationwide theatrical release of Bruno. By utilizing a one-day reach block to maximize reach, Bruno was able to drive significant engagement and incremental distribution in the form of organic stories inherent to the platform. They also successfully leveraged a variety of engagement ads and tools such
as Events and Pages to drive incremental awareness, engagement and distribution culminating in a “fan” base of over 700,000 users prior to the release of the film.

Download the case study: Universal Studios - Facebook | Facebook | Universal Studios

28/04/2010

Wendy’s wanted to increase awareness and drive excitement around the launch of their new ‘Flavour Dipped Chicken Sandwich’ in October 2008. The solution was provided by Facebook in the form of an engagement ad: the virtual gift. This allowed users to send a virtual ‘Flavour Dipped’ sandwich with a personal message underneath. The result was a boost in awareness for the brand with over 191,000 gifts given in the first week; as well as buzz creation, with discussions about ‘Wendy’s’ rising 60% while the gift was available.

Download the case study: Wendy's - Facebook | Facebook | Wendy's

28/04/2010

Lionsgate wanted to drive awareness and intent to the film Saw V by advertising on Facebook. The solution Facebook provided was to build a fan page, create an event for the opening weekend of the film, and allowed users to become a ‘fan’ of the film. Finally they created a virtual ‘Jigsaw’ gift that lived on the recipient's wall and spread through news feeds. The results were clear, with 43,000 Facebook users becoming ‘fans’ of the film and the phrase “Saw V” on Facebook walls increased over 18 times during the campaign

Download the case study: Lionsgate - Facebook | Facebook | Lionsgate

28/04/2010

Net Support, a software development company from Peterborough, UK, needed efficient and cost-effective marketing to expand into new markets in North America, Asia and the Middle East.. To achieve this goal they began by targeting relevant inventory in international markets on the Google content network. It developed this strategy by launching rich media advertising created by Google Display Ad Builder. As a result they achieved 15-25% conversion rates on the Google content network, 1.5 million+ impressions per day on the content network and saved design costs on creating individual image ads.

Download the case study: NetSupport - Google AdWords | Google AdWords | NetSupport

27/04/2010