Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 380 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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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

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.

More on this Case study …
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.

More on this Case study …

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

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

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

The chance to design their own emoticon kept tweens clicking on the cookie brand’s Windows Live Messenger tab, with over 306 million hits helping to drive a 35 per cent increase in sales.

Download the MSN case studies compendium

26/04/2010

A spectacular two-stage campaign across a range of Microsoft Advertising channels turned Coca-Cola’s popular ‘Happiness Factory’ ad into an online cinema event with a nation-wide community following and spectacular engagement levels. With over 13 million ad impressions, double-digit click-through rates and 600,000 downloads, there was a lot of happiness to go around.

Download the MSN case studies compendium

26/04/2010

Making strides into the online space enabled Johnnie Walker to reach an astonishing one fifth of Taiwanese 25-34-year-olds, engaging a new generation of tech-savvy, sociable drinkers and proving the value of interactive media in any liquor marketing blend.

Download the MSN case studies compendium

26/04/2010

Groundbreaking econometric modelling from Brand Science has established online advertising’s impact on McDonald’s offline sales and helped to boost Return on Investment (ROI) by optimising media choices. Following hugely successful campaigns in Denmark and Sweden, McDonald’s extended the strategy to Finland – with spectacular results.

Download the MSN case studies compendium

26/04/2010

A funky online video campaign for Mars got 16-34-year-old Belgians moving to the brand’s beat, and sent brand recognition scores dancing past industry benchmarks.

Download the MSN case studies compendium

23/04/2010

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...

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

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

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

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

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...

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

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

A great example of creative that combines relevancy with active engagement. Coca-cola maintains consistently world class digital marketing and these campaigns are looking to drive registration for their seasonal promotions. By tracking dwell time they can track the increase in the intensity of engagement with the consumer.

View case study | View campaign creative | www.cokezone.co.uk

07/05/2009

The migration from advertising to utility is a shift in thinking for marketers, but one consumers have been asking for. This health website from Special K is a good example of ways that even consumer packaged goods brands can market effectively online – the group that historically are among the hardest to build strong digital strategies for. The website is a dieting and healthy eating tool that helps consumers work through a weight control programme.

Special K Challenges website

07/05/2009  |  Full story...

Coca-Cola Zero offers Coca-Cola taste with zero calories. Brazil has become one of its most important markets, and Coke Zero was looking for ways to reinforce its position as a leading low-calorie soft drink. To extend its relationship with young audiences it launched Coca-Cola Zero Studio, a project that fuses different types of music together. Two Brazilian artists recorded a show mixing their musical styles in association with a major music broadcaster, so Coca-Cola was seeking a way to share this content with consumers, and raise awareness of the recently launched Coca-Cola Zero brand.

Download Nokia Coke Zero case study

01/05/2009

Matt Harding is back, and Striding with friends. The cult following of Matt got a boost when chewing gum brand Stride sponsored his next round-the-world adventure. With a few million views online, Matt had a couple of friends who wanted to take part as well. From Quebec to Los Angeles, Paris to Sao Paulo, Mumbai to Madrid , they showed up and in his words, 'danced badly' with him.

11/03/2009  |  Full story...

A mint, a fizzy drink and a schoolboy prank taken to extremes. We must have watched this 50 times and still it gets a smile. These videos with quality production values and good direction tell a story that’s right in tone, length and format for the web today. Thanks to YouTube they’ll be around 10 years from now and still reinforcing the brand. But as a creative concept this wasn’t created by the brands; it grew from the street and wasn’t easy for the brands to accommodate at first. What many marketers forget is that for every firm there are brand adorers and brand vandals and there needs to be a strategy for dealing with both. Over the next 10 years the centre of gravity of the web will shift to social media and firms need to have these strategies in place before their brands and content start being used. Marketing in social media demands creating material people want to share. The principles of getting this right grew from the early days of viral marketing in the mid 90s and are closely related to PR. ‘Enjoy the film.

11/03/2009  |  Full story...

Video engagement through YouTube

Here’s a simple example of how one brand has used its own website as a focus for social media activity. Lipton Tea has combined off-line promotional mechanics with online content and the YouTube platform to create a focus for consumer generated media. This type of branded content can be a powerful support to any marketing campaign, but for the content top be seen and forwarded across social networks there are high thresholds for quality and entertainment.

11/03/2009  |  Full story...