Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 217 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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Cancer Research UK received more than £8m in donations after a popular online campaign, asking women to post selfies with no make-up using the hashtag #nomakeupselfie, went viral in March 2014. This case study looks at how the charity (and a few polar bears) benefits massively from a campaign started by an 18-year-old Facebook user.

26/03/2014  |  Full story...

It’s true that a life without mistakes is a life not truly lived- but we can be sure the Kellogg’s marketing department could have lived without promising to feed hungry children in exchange for retweets. As 2013 draws to a close, we look as some of the biggest digital marketing fails of the year, from the horsemeat scandal and HMV’s live-blogged mass sackings to Facebook’s ‘Home’ flop and the Xbox ‘deal with it’ Twitter outburst. Read on, learn from the mistakes and hope your team doesn’t make the list in 2014….

Country: Global | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, social, Mobile, search

22/01/2014  |  Full story...

Hermès launched a new Facebook video campaign to promote its winter catalogue. This case study highlights how the luxury clothing retailer used an engaging story told through social media to boost sales.

Brand: Axe/ Lynx/Unilever | Sector: FMCG, Healthcare | Country: Global | Agency/Partner: BBH London / Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

17/01/2014  |  Full story...

To coincide with the new academic year, Unilever's Pot Noodle offered one student the chance to have their tuition fees for the next year paid for them, as part of a new Facebook ‘Scholar’ campaign. The winner was given everything they need to live the Uni lifestyle including Pot Noodle-branded t-shirts, trainers, bed sheets, condoms, a year’s supply of Pot Noodle and a “legendary” party.

Brand: Unilever, Pot Noodle | Sector: FMCG, Food and Beverages | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Facebook

06/11/2013  |  Full story...

The Bundaberg Distilling Company ran integrated 'Road to Recovery' campaign, designed to help the local Bundaberg community in Australia get back on its feet after the recent flood crisis. This case study looks at how the Diageo brand raised $300,000 for the town with the help of social media. Spanning Facebook, PR, traditional media advertising, product innovation and a special event, the activity, with creative via Leo Burnett, Sydney, aimed to drive visitation back to Bundaberg and stimulate the local economy through tourism.

Brand: Bundaberg Rum | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: Leo Burnett, One Green Bean, IKON, Traffik, STI Group, Barker Gray.| Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video

29/10/2013  |  Full story...

In June 2013, Smirnoff teamed with DJ Fresh and neurotechnology expert Julien Castet to help three disabled musicians create a dance track using only the power of their brains. The social media case study looks at how the Diageo drinks brand helped to build its ‘nightlife’ brand with cutting edge technology, social media and a catchy soundtrack….

Brand: Diageo, Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video

29/10/2013  |  Full story...

Back in 2011, MTV teamed with Smirnoff to showcase ‘The Smirnoff Nightlife Exchange Project’ – an ambitious attempt to break new ground in nightlife experiences and an integrated marketing partnership in the truest sense. This video case study highlights how the campaign increased Facebook fans from 427% to more than 1m.

Brand: Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video

29/10/2013  |  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...

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...

Luxury Lingerie brand Tatu Couture hired agency Tonica to boost its profile and sales in the UK market. This case study looks at how the firm used targeted ads on Google, Facebook and their own properties to maximise reach while keeping costs down.

Brand: Tatu Couture | Sector: Luxury, Clothing | Country: UK | Partner/agency: Tonica | Objective: brand awareness, consideration and purchase | Format: search, social

09/08/2013  |  Full story...

Back in 2011, Lancôme, a globally recognized beauty brand, wanted to promote its latest perfume “Midnight Rose” to women, as well as drive attendance to the soft-launch event. This case study highlights how the luxury brand used mobile to target its key demographic, getting a 75% click through rate as a result.

Brand: Lancome | Sector: Luxury | Country: Global | Partner/agency: InMobi | Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube

09/08/2013  |  Full story...

Swiss watchmaker Rolex amplified its 30-year sponsorship of Wimbledon with a raft of digital content based around the world’s most famous tennis competition. This case study showed how Rolex used a ‘scorecard’ Facebook app, Twitter hashtags and video content to deeply embed its brand into the event experience.

Brand: Rolex | Sector: Luxury, Clothing| Country: UK | Objective: brand awareness, consideration and purchase | Format: Video, Social media

31/07/2013  |  Full story...

Back in February 2013, Mercedes-Benz used Tweet-powered cars to compete in the world’s first social media road race. This case study looks at how the luxury car maker made smart use of social platforms and video content to generate 25 million brand related Tweets and 2 million YouTube views.

Mercedes-Benz Tweet Race from thepixel on Vimeo.

Brand: Mercedes-Benz | Sector: Automotive | Country: US | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media

31/07/2013  |  Full story...

Oreo is an iconic biscuit brand with leading edge digital platforms and a highly engaged fan base in Facebook. They developed a brilliant creative idea that combined the best of PR with social media and digital production to win a Cyber Lions Grand Prix, millions of new fans and hundreds of millions of new exposures. In this Cannes Lions social media case study we show you why…

Brand: Oreo | Sector: FMCG, Food and Beverage | Country: US and global | Objective: Brand awareness, brand favourability, brand equity | Format: PR and social media

21/06/2013  |  Full story...

Maes Beer used its brand name and a common surname in Belgium to attract people to get a free barrel of beer. The brand used various advertising formats to make people aware they could avail a free barrel of Maes beer if they were a 'Maes' themselves on the brand’s Facebook page. Participants could also get the free barrel by changing their Facebook name to Maes. The campaign resulted in the Maes name gaining popularity, with 7,000 new family members turning Maes into the biggest family in Belgium. FB App attracted 500,000 people in 6 weeks and added 75,000 fans in 1 day. It also resulted in being in the 6% most active Facebook pages in the world.

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Brand: Maes| Sector: FMCG, Food and Beverage | Objective: build brand engagement | Format: FB page and free beer | Agency: TBWA Brussles

16/05/2013

Facebook Home is the social network’s boldest mobile move yet- so much so that founder Mark Zuckerberg himself is starring in one of the launch ads (alongside a screaming goat naturally). The ad smartly demonstrates how Facebook Home introduces a fun new experience to Android devices, and also gives us a short glimpse behind the Facebook curtain. The ad was shot on location at Facebook's Menlo Park, California campus, and the people in it are members of the actual product team behind Facebook Home.

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Brand: Facebook | Sector: Social Media, Mobile | Country: US | Objective: Build brand enagagment | Format: YouTube, Vixdeo

03/05/2013  |  Full story...

Facebook advertising company Nanigans ran a Facebook mobile campaign for an e-commerce app developer during the holidays, moving the app’s rank in the Apple Store from 253rd to 5th in its category, with the use of Facebook’s mobile app install ads. The ads got an average clickthrough rate of 0.74 percent, reaching as high as 1.5 percent in core segments. The campaign cost $325,000, with daily spend surpassing $90,000 on multiple days. As a result of Nanigans’ campaign, the ecommerce app acquired more than 24,300 new installs in 10 days, with some days reaching more than 4,500 installs.

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Brand: Nanigans | Sector: Facebook | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: Facebook, Mobile, App, Gaming

26/03/2013  |  Full story...

Baby food brand Plum Baby faced the challenge of encouraging its audience to visit their Facebook page in order to grow their fan base. Coupons.com created an incentive-based coupon campaign that would ultimately increase the number of Facebook ‘likes’, whilst at the same time driving product trials. As a result, the brand saw a 66% redemption rate and completed the campaigns objective of increasing Facebook fans with a staggering 305% increase.

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Brand: Plum Baby | Sector: FMCG | Country: UK | Objective: Build brand enagagement, drive sales | Agency/ Partner: Coupons.com | Format: Facebook, Coupons, Social Media, Ecommerce

26/03/2013  |  Full story...

In June 2010, Nike sent out a call around the world: use Facebook to demonstrate your football skills and earn a pro contract at the Nike Academy. Nike’s ‘The Chance’ was a unique global talent search that gave amateur footballers the chance to prove themselves on an elite stage and take their game to the next level. More than 100,000 players from 55 countries around the world participated in Nike’s The Chance 2012, culminating in the best 100 participating in a global final at FC Barcelona’s famed youth academy. Nike broadcast all the action via Nike social channels to a global audience of millions.

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Brand: Nike | Sector: Clothing, Sports | Country: Global | Objective: Build brand enagagement, drive sales | Format: Facebook,Social Media, Outdoor, Live Event

26/03/2013

To promote its ‘EasyTone’ trainers designed to boost fitness, Reebok India integrated social media into a new campaign under the title ‘Butt Revolution’, designed to inspire women to share stories get fit, while promoting the sports brand’s latest footwear. This campaign was activated on Facebook on the Reebok India channel, and led to a fan base of 40,000 in 2 weeks with 90% users being Women. The campaign not only led to awareness and positive perception but also led to 12 Fold Increase in sales.

Facebook case study

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Brand: Reebok | Sector: Sports, Clothing | Country: India | Objective: Build brand enagagement, drive sales | Format: Social Media, Facebook, Video, YouTube

26/03/2013  |  Full story...

When Domino’s employees were caught on YouTube defiling a pizza, the company took less than 3 weeks to claw back a 22% drop in customer sentiment. However, when Nestle and United Airlines suffered setbacks, the brands took considerably longer to recover. This infographic from software and consultancy firm SDL Social Intelligence looks at all three case studies and charts the ‘fail trail’ as companies recover from a social media crisis.

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Brand: Dominos, Nestle, United Airlines | Sector: FMCG, Travel | Country: US/ Global | Objective: Build brand enagagement, drive sales | Format: Social Media

22/03/2013  |  Full story...

Last month, whisky brand Maker’s Mark reduced its alcohol proof from 90% to 84%, sparking outcry as customers flocked to Facebook and Twitter to discuss ‘watered-down whisky’ and switching to rival brands. After nine days of social media, national newspaper and TV coverage, the brand was forced into an extraordinary U-turn. This case study from Gemma Storey at Carrot Communications takes a day-by-day look at how the crisis unfolded for the premium bourbon brand and how it could have managed things differently.

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Brand: Maker's Mark/ BEAM | Sector: FMCG, Food and Beverage | Country: US, UK | Objective: Social media, Crisis Management, email, PR | Format: Social Media

07/03/2013  |  Full story...

This social media campaign from Cape Town Tourism invited users to take a virtual tour of the South African city, getting 350,000 highly engaged users and a 118% rise in bookings in the process. As it was impossible to send everyone to Cape Town, Ogilvy decided to send their Facebook profiles instead. During the four-month-long campaign 8,212 people played the Facebook game. Players of the game came from South Africa, the UK, USA, India, and Germany - by order of participants.

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Brand: Cape Town Tourism | Sector: Travel, Tourism | Country: South Africa | Objective: Build brand engagement, drive sales | Format: Social Media, Video Facebook, YouTube | Agency/ Partner: Ogily

07/03/2013  |  Full story...

To promote the Sony Xperia-T range handset, Say Media used an ad unit containing a short video inviting viewers to signup for Face Off, a driving game in which viewers could compete with other drivers, live. Participants clicked through to the site, and registered their personal details to gain access to the game. The Face Off campaign comfortably raced past the 2% click-to-site (CTS) benchmark, complimented by a very healthy video completion rate. The Say Media AdFrame featured the Face Off video shown in the bottom right.

Gaming case study- link to creative | Face Off Video Link

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Brand: Sony | Sector: Mobile | Country: UK | Objective: Build brand engagement, drive sales | Format: Display advertising, ,Facebook, Gaming, Social media | Agency/ Partner: Say Media

04/03/2013  |  Full story...