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.

Viral can deliver exceptional impact on brand image and consumer engagement, but as a marketing tool it remains unpredictable and highly challenging to get right. Viral is an effect rather than a media channel. Brands don't create virals - they simple create the content. What happens next is up to consumers. While one in a thousand campaigns may gain real traction, the majority of web marketing is either not arresting enough or motivating enough to earn a viral effect. However, for the brands that get it right, viral can deliver complex brand messages and generate fast distribution among both the mass market and niche audiences. Against a landscape of media saturation they can achieve cut-through because they arrive with consumers through the endorsement of their friends. Planners can use the viral effect particularly well to pass messages through communities that otherwise are hard to pin down. If those audiences don't naturally come together around online media content then there may be no way of reaching them through conventional web advertising approaches. The viral effect inside a community can ensure the message finds the people who are most receptive.

Viral messaging can also extend the period a campaign is in market because it continues to live long after a paid for advertising campaign has passed. Viral marketing can self-select its audience and in the hands of an experienced planner, the half-life of a campaign can betracked and anticipated

15/05/2008  |  Full story...

This television style commercial uses the classic tease and reveal model. It builds a story which is entertaining and engaging. By releasing it on line the web Coke build discussion among key target audiences. The fact the origins of the idea are in an online game gives a synergy with the target audience and the viewing environment. The creative is really a classic television commercial that simply takes an icon of the digital gaming world – Grand Theft Auto – and builds a story around it. The way it was deployed then created a greater effect...

• Harnessing social media content by developing a viral effect for transmitting the message through YouTube and email
• Using online gaming characters and visualisations to build brand equity and message association between Coke, the brand and the coolness of the game
• The brand exploits an icon of digital entertainment in a way that is synergistic with the expectations of the target consumer
• The brand succeeds in creating content that successfully parodies one of the world’s leading games

15/05/2008  |  Full story...

Campaigns - Lebron 23:23 for Sprite
Sprite reached out to consumers to create a theme song for LeBron James as part of its latest campaign, which leveraged the brand's relationship with the NBA. AKQA created an online destination (www.lebron23-23.com) which featured a music mixer widget, giving young contestants a chance to create and share their music anywhere on the web.

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03/08/2007

McDonald’s added interactive advertising to the media mix, which also included radio, print, and TV. By increasing online advertising's reach by 60%, McDonald's boosted product awareness by 8.3% among the 18-49 media target. This lift resulted in 6m more consumers becoming aware of the product. Online makes a real contribution to multichannel campaigns by reaching the same consumers in another complementary environment. It also reaches people other media can't. Among McDonald's target market, the 20% who are not heavy television users are reachable online.

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01/08/2007

Online advertising campaign for Kimberly-Clark complemented offline marketing and delivered the 42% of the audience that was only lightly reached or not reached at all by television. The synergy of magazine and online advertising was the most effective combination for reaching this audience and boosting major key metrics including aided brand awareness, brand image, bundled trail intent and purchase intent.

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01/08/2007