Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 59 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.

World class strategic thinking, aligned with excellent creative. This is a ground-breaking campaign that sets the standard for what mobile marketing can achieve. Mobile was at the heart of a massive integrated campaign combining advertising, social media and experiential channels, creating discussion and building engagement. Astonishingly, the campaign was all put together in just 8 days.

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07/05/2009  |  Full story...

Skittles wanted to introduce and raise brand awareness for its new Carnival Gum confectionery product to teenagers and young adults on Facebook.

Skittles leveraged Facebook’s integrated advertising platform to build brand awareness for the new Carnival Gum using a combination of Virtual Gifts, Sponsored Stories and the custom Skittles Carnival Gum Sponsored Group branded destination.

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26/02/2009

When the UK government’s Central Office of Information commissioned the online elements of their health education campaigns to teach children about the dangers of drugs, they used a sophisticated mix of web formats to encourage interaction and solicit greater involvement. The ‘Talk to Frank’ campaign integrates the web, television, leaflets and face-to-face marketing activities to provide young people with access to detailed information about the specific risks of different drugs. This multi award-winning campaign included placements of banners and skyscrapers that encouraged viewers to take icons from one to the other in order to trigger an action: they could take the image of a drug from the banner to the brand character in the skyscraper and then see how it affected him. The activity delivered the message of the campaign without demanding a click through and as well as the visible skyscraper and banner formats included a rich media layer over the page.

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16/04/2008

When the Army planned their assault on the West Ridge of Everest in 2006, there was an opportunity to engage young potential recruits by letting that story be told. Climbed only once in 30 years, only one group had ever made it to the top. PCIFitch were supplying the raw materials from the field back into the mainstream media as well as the web. The intention was to touch audiences through streams on the web, podcast downloads, iTunes and the broadest range of touchpoints. Over a million viewers enjoyed streamed content, blogs were posted to the site from the mountain and to feed into the recruitment processes, schools were targeted with lesson plans created for teachers and games for their students. Integration included downloadable posters and images, text alerts and more than a dozen different channels. The campaign went on to win the “Best digital campaign of 2006” at the Campaign awards. When we interviewed Peter Cowie, Managing partner at FitchLive who were behind the work, said “great work comes from the chemistry of the teams working together. The effect of the campaign included attracting 1m people, 30,000 of whom claimed they were ‘interested’ in joining the army. 3,500 are likely to be recruited as a direct result of the campaign”. For Peter it’s clear that “the future of advertising is about using all of these new channels together”.

ArmyOnEverest.mod.uk

15/11/2007

Colgate ran their advertising campaign in print, television and online. The results showed that it cost 23% more to encourage consumer purchase using TV alone compared to using TV in combination with online. For their multichannel campaign, reallocating marketing dollars to online advertising was significantly more cost-effective at driving purchase intent and enhancing key branding metrics. Simply by allocating 7% of media dollars to online, purchase intent increased 3.8%.

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01/08/2007

The campaign ran in several business and technology magazines, including Forbes, CIO, Computer World and Network Computing, as well as targeting a B2B technology audience via online sites. The magazine ran one-page and two-page ads of striking black-and-white photos of large building projects, emphasising by analogy the reliability of VeriSign's infrastructure. Online, the ads were graphically similar but simpler, presented in leaderboard, large rectangle and skyscraper formats, with the copy emphasising security services. When readers saw both the magazine and online ads, their awareness, association and purchase intent for the security and directory services raised slightly (3-4 points), as did their impression of the brand as innovative (4 points). As for the white paper downloads, which was half of the measure of the online ads' success, the interactive ads were highly effective in doing so, generating more than 2,000 downloads, which exceeded the campaign's goal, compared to only 16 downloads attributable to the magazine ads.

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01/08/2007

The objective of the XMOS study is to help marketers and their agencies answer the question: what is the optimal mix of advertising vehicles across different media, in terms of frequency, reach and budget allocation, for given campaign to achieve its marketing goals? This particular campaign for ING ran for six months and included advertising on television, magazines and online. The budgetary proportions of the campaign were 68% for television, 17% for magazines and 15% for the internet. The media mix proved to be more effective than advertising would have been in any single medium. The 15% share of budget that ING assigned to interactive demonstrated itself to be ideal in this campaign.

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01/08/2007

Ford has launched a cross media advertising campaign both on English and Spanish TV, radio, print, outdoor and via direct mail and online. The online ads that ran on auto-related pages proved to be the most cost effective at raising purchase intention: the portal roadblock ads and magazine ads were more expensive at raising purchase intention than in-market interactive ads, but they were both a great value in terms of cost-per-impact compared to television.

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01/08/2007

Interactive Flash presentation aids used by financial planners at Norwich & Peterborough Financial Advice Service to inform and educate customers on a variety of topics including attitude to risk, the cost of delay in starting a pension and how the stock market works. In order to provide high quality, impartial advice to an audience who tend to be financially unsophisticated, N&P’s advisors require presentation aids that help them to discuss complex financial concepts such as attitude to risk in a clear and accessible manner. Taglab developed a range of interactive Flash presentation tools that could be integrated into N&P’s electronic financial advise system.

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01/08/2007