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.

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For the launch of the new Mercedes A-class, Mercedes wanted to appeal to a younger generation of drivers in the UK. This case study looks at how the car maker moved away from a traditionally heavy focus on TV and outdoor advertising to include social and mobile channels in its marketing mix. The #YOUDRIVE campaign combined social media and TV advertising by creating an exciting story told over three TV adverts where social media was used to decide the outcome of the story.

02/12/2014  |  Full story...

In November 2014, retailer got a leap in its digital coverage thanks to an unsuspecting teen heartthrob. Or was it all a viral marketing ploy in the first place? This case study looks at what should other brands (and their staff do) when they’re thrown into the spotlight?

pls rt bc everyone needs alex from target on their tl pic.twitter.com/31udOj9Fxd

— ash (@chntxl) November 2, 2014

06/11/2014  |  Full story...

It took just 9 bending complaints to steal the thunder from the successful launch of Apple's iPhone 6 and iPhone 6 Plus which saw 10 million orders. As ‘bendgate’ took over Twitter in September 2014, a number of fast acting brands were quick to join in the fun getting much publicity in the process. View some of the best tweets here...

01/10/2014  |  Full story...

In September 2014, three London bus shelters have been transformed into tweet activated vending machines as part of a promotion for Walkers’ ‘Do Us a Flavour’ campaign… featuring a virtual Gary Lineker. By tweeting @Walkers_busstop, along with a code provided to them after they arrive, commuters were given a free packet of crisps by a virtual Gary. The Pepsico-owned potato chip brand ran a competition asking people to invent new varieties of potato chip.

30/09/2014  |  Full story...

A B2B shipping firm doesn’t sound like the most exciting social media brand in the world, but back in 2012, Maersk caught the attention of many (including Facebook itself) after it managed to generate tidal waves of traffic by spinning mundane overseas haulage journeys into tales of high seas adventure. This case study looks at how the firm used a raft of social media platforms to engage with customers… eventually generating more engagement on its Facebook than Disney.

03/09/2014  |  Full story...

Miller Lite has embarked on a user generated content campaign, encouraging fans to submit their own summer photos with the beer brand with the promise of turning the best ones into a nationwide TV campaign. This case study looks at how the campaign's hashtag became the No. 2 branded hashtag on Twitter.

27/08/2014  |  Full story...

Greggs has been embarrassed after a crude spoof of its logo started appearing on a prominent Google search result- but the UK bakery chain managed to turn the situation to its advantage via some good humoured and timely social media management.

Hey @GoogleUK, fix it and they're yours!!! #FixGreggs pic.twitter.com/d5Ub7qtrLG

— Greggs (@GreggstheBakers) August 19, 2014

20/08/2014  |  Full story...

In July 2014, Charity ALS started a small scale internet challenge that ended up reaching all the way to the White House. This case study looks at how the ‘Ice Bucket Challenge’ led to record donations to the charity, raising some $15.6m in contributions to the group and its national affiliates, compared with less than $50,000 in the same period last year.

19/08/2014  |  Full story...

Heineken has created a new social tool on Twitter as the next phase of its global ‘Cities of The World’ campaign, which has seen the beer and cider brewer omit its own brand name to provide ‘more credibility’.

Watch this recent promo video for Heineken's cites campaign here:

17/07/2014  |  Full story...

Samsung wanted to create a destination that could show off its GALAXY Camera and generate buzz among photographers and tech fans on four major social networks. This case study looks at how the electronics giant used Tumblr’s API as a central hub to push images to Twitter, Facebook, and Pinterest, getting a 70% increase in earned impressions.

17/07/2014  |  Full story...

Germany’s spectacular 7-1 semi final victory over Brazil at the 2014 World Cup broke many records, including some on social media- with many brands joining the conversation. The game attracted a staggering 35.6 million Tweets on the night, becoming the 'most-discussed' single game ever on Twitter as brands flocked to the social network with their own take on the shock defeat for the host nation. The World Cup has become the latest showcase event for Twitter's second-screen ambitions, complete with a promoted section within the company's mobile apps when matches are playing.

This YouTube ad for a German Radio station summed up the night:

09/07/2014  |  Full story...

Dutch airline KLM was forced to apologise for joke tweet following Netherlands' victory over Mexico at the 2014 World Cup. This case study looks at the perils of tweeting before you think, especially when caught up in the euphoria of sporting victory over large segment of your customer base.

02/07/2014  |  Full story...

Nando's currently leads the UK food and drink chain market for social media, ahead of Dominos, TGI Fridays and Starbucks. This case study looks at how much of Nando's success to a series of creative and integrated social media campaigns that stood out ahead of the likes of Starbucks and McDonald's.

02/07/2014  |  Full story...

The Central Intelligence Agency (CIA) has launched a Facebook and Twitter account, revealing a sense of humour that has caused social media buzz… but not everyone has seen the funny side."We can neither confirm nor deny that this is our first tweet," quipped the agency in its first post on Twitter. The Twitter account attracted tens of thousands of followers within hours of launching on Friday. On Twitter the secretive agency was following only 25 other accounts - all US government agencies.Through its own Twitter account, the New York Review of Books attacked the surveillance agency's controversial interrogation techniques.

We can neither confirm nor deny that this is our first tweet.

— CIA (@CIA) June 6, 2014

12/06/2014  |  Full story...

Oreo cookies have won dozens of digital marketing awards for their success in social media, and these vines are a great case study of how a brand can be brought to life to build talkability in just 6 seconds.

10/06/2014  |  Full story...

Hotel chain Marriott Rewards has launched a PlusPoints program that rewards loyalty program members 250 points for each Facebook 'like' or Twitter 'follow'. Under the scheme, sharers also get 25 points for each Facebook share or retweet about Marriott — up to a maximum of 2,000 points every 30 days.

28/05/2014  |  Full story...

McDonald's latest mascot ‘Happy’, aimed at promoting healthy eating for children, has caused a stir on social media for all the wrong reasons- with many judging the character as ‘terrifying’. The mascot has launched in the US, modelled off the Happy Meal box, with the aim of encouraging kids to eat more fruits, vegetables and low-sugar beverage options like milk and water- foods not commonly associated with the fast food chain. The fast food giant says it “brings fun and excitement to kids’ meals while serving as an ambassador for balanced and wholesome eating.” However, judging by the reaction on social media, it's inspiring more fear than excitement since making its US debut.

21/05/2014  |  Full story...

In April 2014. a hashtag campaign started by the New York City Police Department backfired after being inundated with photos of police brutality submitted via Twitter. This case study looks at why the campaign failed, and what brands can do to avoid similar Twitter catastrophes.

24/04/2014  |  Full story...

In April 2014, US Airways had to apologise after a pornographic photo was sent from its official Twitter account in response to a customer complaint. This case study looks at the fallout from the offending tweet and looks at the dangers of hastily (and unchecked) public social media responses.

16/04/2014  |  Full story...

April Fool’s Day has become a major event in the digital calendar, with many brands and media owners creating elaborate pranks to show off their funny side (and get plenty of social media shares and column inches in the process). We’ve put together some of the best hoaxes from this year's batch for your viewing pleasure…

11/04/2014  |  Full story...

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...

At the 2014 Oscars, Samsung took the award for most talked about brand with a celebrity-packed selfie tweeted by host Ellen DeGeneres using a Galaxy Note 3 phone. This case study looks at how the electronics giant made full use of its sponsor status at the film ceremony, merging old-school celebrity endorsements with the latest digital technology to reach millions of people.

Watch this ad for the new Galaxy sS5 which aired during the ceremony:

Brand: Samsung | Sector: Mobile | Country: Global | Objective: brand awareness, consideration and purchase | Agency/ Partner: Starcom MediaVest | Format: Viral, Social Media, Twitter, TV, Mobile

13/03/2014  |  Full story...

Bottled ale maker Hobgoblin has launched a Twitter and Google Maps mash-up to connect beer aficionados around the world. The move coincides with the growing popularity of craft beer and real ale among younger, tech-aware demographics. The application uses the Twitter API, enabling anyone enjoying a Hobgoblin beer to literally put themselves on the map, by simply publishing a geolocation-tagged tweet featuring the hashtag #Goblineers.

Brand: Hobgoblin | Sector: Food and Beverage, Alcohol | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Twitter, Mobile

12/02/2014  |  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...

Lay’s is running a second campaign for its crowdsourced “Do Us A Flavour” ads, this time incorporating Instagram and Twitter, as Pepsico’s crisp brand looks to boost its reach on smartphones and tablets.

Watch this case study from last year’s US campaign:

Brand: Lays/ Walkers/ PepsiCo | Sector: FMCG, Food | Country: US and UK | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, social, Mobile

22/01/2014  |  Full story...