Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 115 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.

Clothing retailer Zappos used Twitter's Streaming API to monitor all the Tweets that mention the brand, streaming them onto an app to answer queries, engage in conversations and showcase its customer service standards. The campaign boosted customer engagement and loyalty, generating over 1,200 conversations per month on the platform.

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Brand: Zappos | Country: USA| Sector: Clothing | Objective: build brand engagement | Format:Twitter, Social Media

16/10/2012  |  Full story...

The Sweden institute used Twitter and citizens of Sweden to communicate and position Sweden as a progressive country. The image of Sweden is built with tweets as a dynamic, innovative and deeply human country. The campaign resulted in 26,000 followers from 120 countries in six weeks. The case featured in all major media globally for a PR value above $19,800,000.

Case study | Twitter campaign | Rotation Curation | Cannes Lions awards page

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Brand: Swedish Institute | Country: Sweden| Sector: Travel & Tourism | Objective: build brand engagement | Agency: Volontaire Stockholm

04/10/2012

A Twitter campaign from Waitrose became the subject of ridicule during September 2012, once again sparking the debate as to whether there’s ‘no such thing as bad publicity’ on social media. The supermarket invited Twitter customers to finish the sentence ‘I shop at Waitrose because…’, asking them to include the hashtag “#WaitroseReasons”. Most of the tweets made fun of Waitrose’s prices and its upmarket image. This case study examines the risks and rewards of running hashtag-based social media campaigns...

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Brand: Waitrose | Country: UK | Sector: Retail, Supermarket | Format: Twitter, social media

26/09/2012  |  Full story...

To promote its new Etios car in South Africa, Toyota promised to make people smile. The Sweets for Tweets installation, created by HelloComputer and ThingKing, did just that by rewarding virtual smile tweets with real-life candy via a Wonka-like contraption. The campaign matched the new Toyota Etios tagline, “Here to make you smile”, promoting a positive brand message and putting the car across as a fun machine to drive.

YouTube case study

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Brand: Toyota | Country: South Africa | Agency: HelloComputer, ThingKing | Sector: Retail, Automotive | Format: Twitter,Mobile, social media

21/09/2012  |  Full story...

Sportswear brand Nike and a Swedish tourism campaign scooped the top digital prizes at the 59th Annual Cannes Lions International Festival of Creativity, the largest and most coveted awards in the industry’s calendar. A key theme that the judges found this year was a shift from storytelling to behaviour, with the most successful campaigns showcasing what a brand can do, rather than via ‘stunts’ or clever messages that create buzz but have little substance or relation to the brand.

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Brand: Nike, Curators of Sweden | Media: Video, Twitter, Facebook | Country: Global

14/09/2012  |  Full story...

At the end of 2010, KLM decided to give something a little extra special to its passengers waiting to board its flights – some personalised random acts of kindness. Using information from Foursquare and Twitter, KLM identified passengers currently checked in and waiting to board KLM flights. A quick search of each person’s social media profile garnered info about their personal interests/reasons for flying. Staff then purchased appropriate gifts which they gave to passengers prior to boarding their flight. More than 40 people were presented with gifts and, being social media users, the campaign received 1m+ impressions on Twitter alone. While the stunt certainly seems time exhaustive, it was enough to generate 1m positive Tweets, while this follow up YouTube ad leaves lasting positive brand impression.

Video case study

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Brand: KLM | Media: YouTube, Twitter | Country: Netherlands | Sector: Travel | Format: Video and social media

04/09/2012  |  Full story...

Supply and demand can be a tricky balancing act, but Indian snack-brand Parle Agro made smart use of Twitter as a way to gauge which stock to order next. Parle used Twitter to track stocks with consumers tweeting in about non availability of the baked snack Hippo. At zero cost Parle was able to replenish the stock in hours and keep the consumers updated about the availability of the snack. The campaign led to 76% increase in sales with few months of launch. The number of people tweeting was equivalent to 50% of sales and distribution network for Hippo. The campaign also helped Parle identify key markets and potential markets for Hippo.

YouTube case study Hippo Twitter strategy

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Brand: Hippo | Media: Twitter | Country: India |Sector: FMCG | Agency: Creativeland Asia| Format: Twitter

08/08/2012  |  Full story...

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

Worth harnessed the burgeoning power of social media to improve the UK public’s support and awareness for Armed Forces Day and encourage a celebration of the forces, veterans and wider forces family, to honour the work they do. Worth's use of digital to create highly engaging content and development of spaces where communities could grow and flourish has allowed them to mature into meaningful places of support and an overall increase in positive participation.
Post campaign research has shown www.armedforcesday.org.uk had over 180,200 website visits between 1st April and 7th of July 2009. There was an unprecedented growth in the Facebook fans from 4,000 in late May to just over 100,000 by 26th June, with a joining rate of more than 3 people per second up to the 100,000th membership. The membership rate continues to grow, soon to reach its 200,000th member. Nearly 13,000 people signed up to the AFD mailing list – with over 9,000 receiving free window stickers to spread the campaign message further and over 6,000 leaving a message of support. Further, 6,295 photos were uploaded into the Flickr photo gallery by fans from 2009 events.

Worth Armed Forces Day on Twitter Armed Forces Day on Facebook

20/01/2010  |  Full story...

European cancer research is of a very high quality but is fragmented, un-coordinated and slow in translating benefits to patients. If state of the art treatment was available to all cancer patients, the World Health Organisation has estimated that over 20,000 lives would be saved annually. Targeted at oncology professionals, ecancermedicalscience actively encourages the communities of sub-specialised scientists and cancer carers to exchange ideas and research, speeding up the time it takes from discovery, to patient benefit. The peer-reviewed, online journal hired Brandcast Media to revamp its site. The site now includes social media with blogs, forums and a Twitter feed, as well as podcasts and an ecancer.tv video section.

www.ecancermediascience.com

09/11/2009

For its tenth birthday, web hosting company Moonfruit, gave away a Macbook Pro laptop every day for ten days. To win one, users had to tweet using the hashtag #moonfruit. The result? A 350% increase in product trials, a 600% increase in traffic… and Twitter forcibly removing it from the top trending topics.

The hashtag #moonfruit topped Twitter's trending lists for three days, accounting for 2.5% of all tweets at its peak. People drew pictures, made videos and sang songs about the brand in a bid to win the laptops. The secret to the success of the campaign, spearheaded by founder Wendy Tan-White, was engagement.

"The biggest surprise was the brand affinity and awareness it created. The name of the company helped a lot, because people asked what it meant. They really picked up on the message we wanted to get across. They made the brand their own and we couldn't have done that without Twitter. It creates a relationship," Tan-White said.

Moonfruit Twitter

15/07/2009  |  Full story...

VW capture the moment by aligning their brands with the Twitter messaging tool. Using Twitter in the advert creates interest and helps VW stand out from other motor manufacturers. By typing in your Twitter name it then looks for your tweets and claims to be finding the right car for you based on your content. Behind the scenes it seems to pull language from your Twitter feed and display this within the advert. It’s a neat way of dipping into Twitter, but the real benefit here is threefold: engagement with the customer, creating the spark of talkability about the brand, and VW’s alignment with the funky microblogging platform tech trendsetters have gravitated towards.

View campaign creative

09/07/2009

The Habitat furniture store is among many brands to have misunderstood Twitter, blundering in to a private social space with typically offline approach. Their clumsy attempt to use Twitter’s # tags was an ill thought through way to get their messaging seen by larger numbers of people. The feed from HabitatUK effectively spammed thousands of people by trying to hijack key trending topics. Hash tags help people track conversations in Twitter, and the retailer decided in June to align itself to topics such as Apple’s iphone and the Iranian elections. It suggests three sequential failures in the marketing strategy: failing to read the landscape and the way people use the tools, failing to create a digitally native strategy and failing to have management checks and controls in place to identify poor practice. Coaching the marcomms team in digital marketing would have prevented this and a clear social media policy would ensure it never happens again.

More details on the Neoco blog that broke the story | Social media best practice | Social media case studies

24/06/2009

Food manufacturing giant Nestle has come up with an innovative use for Twitter that combines together a mix of digital channels. Their latest advertising campaign for JuicyJuice includes a Twitter feed within the advertising creative. This social media campaign lets people post their own tweets within the advertising that appears online. At the time of writing, the brand is testing it on US sites CafeMom and BabyCenter. Here’s how it works: there are questions inside the advertising space that relate to parenting (How do you stimulate your child's mind? How important are vitamin-enhanced foods to you?). People can write their message or tweet inside the advertising.

15/06/2009  |  Full story...

A rock magazine for 15-24 year-olds has a naturally good fit with the profile of early adopting techno-heads. But that doesn’t mean their management team would know how to engage in the digital space or have the innovative spirit to try things out. But they do, they did, and here’s the result. It’s a great example of low cost digital publishing with the content driving brand adorers to build buzz about their passions and discussion about the brand.

Rocksound on Twitter

11/03/2009