Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 138 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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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...

The advert imitates Old Spice's classic ‘The man your man could smell like’ ad, with an engaging walk through a myriad of scenes celebrating the fun and frivolous side of a good cup of tea, whilst showcasing the soothing effects of a proper brew. Yorkshire Tea has taken to YouTube, with an epic song celebrating the virtues of the old fashioned cuppa, incorporating zombies, brass bands and even the odd Skyrim reference. To boost engagement, the YouTube ad ends with a call to action getting the viewer to click through to a behind the scenes video, along with links to the Yorkshire Tea homepage and the company's official Facebook page, both of which continue the ‘Tea Song’ branding.

Brand: Yorkshire Tea | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: Rubber Republic, The Viral Ad Network | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media

06/11/2013  |  Full story...

To coincide with the new academic year, Unilever's Pot Noodle offered one student the chance to have their tuition fees for the next year paid for them, as part of a new Facebook ‘Scholar’ campaign. The winner was given everything they need to live the Uni lifestyle including Pot Noodle-branded t-shirts, trainers, bed sheets, condoms, a year’s supply of Pot Noodle and a “legendary” party.

Brand: Unilever, Pot Noodle | Sector: FMCG, Food and Beverages | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Facebook

06/11/2013  |  Full story...

In October 2013, Heinz and Reckitt Benckiser were among the first brands to sign up for Future Ad Labs’ advertising format, PlayCaptcha. The partnership saw Heinz and Reckitt Benckiser use PlayCaptcha to increase brand engagement and improve overall consumer sentiment and product recall. Early tests for both Heinz and Cillit Bang indicates that PlayCaptcha delivered engagement rates many times higher than traditional digital advertisement formats, while providing a better user experience for web page visitors.

Watch this video presentation explaining how the 'PlayCaptcha' tool works below:

Brand: Heinz, Reckitt Benckiser | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: Future Ad Labs | Objective: brand awareness, consideration and purchase | Format: Gaming

10/10/2013  |  Full story...

Retailer TK Maxx has appointed Exponential for its first ever cross-platform ad campaign designed to increase the number of visits to its stores by occasional shoppers. The video campaign will run in two phases – autumn and Christmas – across both desktop and tablet, and will focus on communicating store locations. The ads will contain a Google map locating all stores in the user’s proximity overlayed on videos showcasing the latest male and female fashion ranges available in-store.

Brand: TK Maxx | Sector: Reatil, Clothing | Country: UK | Partner/agency: Exponential | Objective: brand awareness, consideration and purchase | Format: Mobile, Video

09/10/2013  |  Full story...

The official website for crime writer Agatha Christie got a revamp this month, resulting in a significant rise in visitors. This case study looks at how digital agency Tangent Snowball used a user-centred social media strategy to solve the mystery of fan engagement…

Brand: Acorn Productions | Sector: Publishing | Country: UK | Partner/agency: Tangent Snowball | Objective: brand awareness, consideration and purchase | Format: Website design, Social media

07/10/2013  |  Full story...

Menswear fashion brand, Burton recently launched an initiative across the performance channel, adopting a ‘channel neutral approach’ increasing conversions and sales by 395% in the process. With the increased exposure given across the publishers sites, Burton saw a significant increase in activity. Affiliate traffic increased by 260% on the previous week while the offer also converted exceptionally well at 14.5% click to sale.

Brand: Burton | Sector: Clothing | Country: UK | Agency/Partner: Affiliate Window | Objective: brand awareness, consideration and purchase | Format: Mobile, design, affiliate

18/09/2013  |  Full story...

The Association of Online Publishers (AOP) has revealed the results of a proprietary study into the value of premium content partnerships. Five bespoke partnerships were measured with media brands Haymarket, Guardian, Telegraph, and IPC and advertising brands LG, Majestic Wines, Boots, Disney and Lenor. This case study looks into the effect of these partnerships, and how consumers engaged with the brands.

Brand: LG, Majestic Wines, Boots, Disney and Lenor | Sector: FMCG, Consumer Electronics, Entertatinement | Country: UK | Agency/Partner: Haymarket, Guardian, Telegraph, and IPC | Objective: brand awareness, consideration and purchase | Format: Content partnerships, display advertising, Video, Publishing

11/09/2013  |  Full story...

In 2012, Center Parcs partnered Maxymiser to develop a long-term customer experience optimisation strategy. It had two key objectives; to improve online conversion and encourage users to book earlier, and to prepare the way for the opening of the new village in Woburn. This case study shows how the company is using testing to cut down on risks while reacting more quickly by making real-time changes based on real-time data.

Brand: Center Parcs | Sector: Travel, Hospitality | Country: UK | Agency/Partner: Maxymiser | Objective: brand awareness, consideration and purchase | Format: Multivariate Testing, Analytics

10/09/2013  |  Full story...

Targeting fat-fingered typists across the UK, this clever search campaign from Snickers used misspelled words in Google keywords to capture hungry office workers’ attention during the working day. This case study outlines how the chocolate bar brand managed to reach 500,000 people within just three days of launch, without any seeding and for less cost than bidding on brand keywords.

Brand: Mars, Snickers | Sector: FMCG, Food and Beverages | Country: UK | Partner/agency: AMV BBDO & Mediacom | Objective: brand awareness, consideration and purchase | Format: Search, AdWords

03/09/2013  |  Full story...

Team Sky, home to Chris Froome and winner of this year’s Tour de France, used RadiumOne’s Po.st platform to track and boost both fan growth and engagement across its global digital presence.

Brand: Team Sky | Sector: Social Media | Country: UK | Partner/agency: RadiumOne | Objective: brand awareness, consideration and purchase | Format: Social Media

02/09/2013  |  Full story...

Luxury Lingerie brand Tatu Couture hired agency Tonica to boost its profile and sales in the UK market. This case study looks at how the firm used targeted ads on Google, Facebook and their own properties to maximise reach while keeping costs down.

Brand: Tatu Couture | Sector: Luxury, Clothing | Country: UK | Partner/agency: Tonica | Objective: brand awareness, consideration and purchase | Format: search, social

09/08/2013  |  Full story...

Back in 2009, Burberry made the leap to social media with The Art of Trench’ an innovative micro-site that encouraged user-generated content. Users were encouraged to upload photos of themselves in their trench coats and can browse and comment on photos from all around the world. This case study looks at how the luxury capitalised on the new medium without eroding the exclusive, aspirational qualities that are core to the world of luxury.

Brand: Burberry | Sector: Luxury | Country: UK | Partner/agency: Razorfish | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral, Social media

31/07/2013  |  Full story...

Pepsi invited fans to submit dance moves via 10-second mobile videos, offering the chance to appear in a video with the singer herself in New York, as the drinks brand looks to increase its reach to mobile users. The soft drink giant’s new summer initiative integrates with the brand’s current TV commercial featuring Beyonce to add a promotional element to its video efforts.
Pepsi’s campaign points to the growing interest from brands to incorporate user-generated mobile video to engage with consumers.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: US |Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube, Viral, Social media

11/07/2013  |  Full story...

Pepsi Max worked with British magician to produce this head-scraching levitation stunt on top of a London double decker bus- getting nearly 3 million YouTube views and plenty of press attention in the process. Working with Pepsi Max and agency Arnold KLP, Dynamo asks us to "Take a moment, and look at things with a different perspective". He then takes his own advice and proceeds to float alongside an iconic double-decker. The spot also makes clever use of technology. Dynamo brings his smartphone along to record his POV, while the camera focuses on the snap-happy crowd. Attaching the hashtag #LiveForNow was also a smart move.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: UK | Partner/agency: Arnold KLP | Objective: brand awareness, consideration and purchase | Format: Outdoor, Video, YouTube, Viral, Social media

10/07/2013  |  Full story...

Coca-Cola’s latest online video campaign taking Cannes by storm featured a ‘Small World Machine’, linking Indians and Pakistanis via a live communications portal- getting 1.5 million YouTube views in the process. The viral, created by Leo Burnett Sydney for Coca-Cola, placed two camera equipped Coke vending machines set up in Lahore and Delhi. The film features Indians and Pakistanis interacting with each other, via the machine. Despite sharing historical and cultural links, the borders of India and Pakistan are divided by barbed wire with both nations sharing mutual hostility and suspicion. This ad from Coca-Cola aimed to break down these barriers with new technology to share common interests in a fun way. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together.

Brand: Pepsi | Sector: FMCG, Food and beverage | Country: India, Pakistan | Partner/agency: Leo Burnett Sydney | Objective: brand awareness, consideration and purchase | Format: Mobile, Outdoor, Video, YouTube

10/07/2013  |  Full story...

UK fashion retailer Boden worked with Experian to better understand the data that sits at the core of its online business and revamp the way they use it - both in digital and offline format. Through smart use of customer databases Boden improved its direct mail offering and found ways to beter target and segment its customer database.

Read the full case study here

Brand: Boen | Sector: Clothing, retail | Country: US | Partner/agency: Experian ChetahMail | Objective: brand awareness, consideration and purchase | Format: Email

10/07/2013  |  Full story...

Vans is a brand known for youthful and creative self-expression. Working with Vans and Rooster Worldwide, Microsoft built a concept campaign on Skype that takes advantage of Skype’s unique ability to connect people in rich ways. The concept would give two Skype callers the ability to simultaneously design a Vans-branded skateboard park while they’re on a Skype video call together. As a reward, the Skype callers are taken on a video ride of their park with a Vans Pro skater. The park also becomes a landing page for Vans to merchandise its latest shoes and show video recaps of Vans Pros in action. Skype users could then share the Vans content and videos with their friends.

Brand: Vans | Sector: Clothing and Footwear | Country: US | Partner/agency: Microsoft/ Rooster Worldwide| Objective: brand awareness, consideration and purchase | Format: Skype

03/07/2013

Mercedes-Benz USA was looking for a creative way to bridge the gap between the January announcement of the Mercedes CLA, a new model targeting a younger demographic, and the vehicle going on sale in September. To reach this audience, Mercedes engaged with director and social star Casey Neistat to create a series of films and a TV spot, which will air in the fall. To keep the CLA top of mind, Microsoft worked with Razorfish to create an engaging experience that takes advantage of how Casey is documenting his creative process using social platforms. This new execution seamlessly aggregates and arranges real-time content from multiple social channels (Instagram, Facebook and YouTube) to create an interactive, immersive and shareable narrative to keep consumers interested and engaged until the model is available in the fall.

Brand: Mercedes | Sector: Automotive | Country: US | Partner/agency: Microsoft/ Razorfish | Objective: brand awareness, consideration and purchase | Format: Social media, Publishing

03/07/2013

This prototype created by BMB fuses the hip and edgy brand identity of All Saints clothing with the beautiful aesthetics of a traditional fashion shoot or TV spot. Within the Windows 8 app, the user is presented with a range of different perspectives on a decadent, Byzantine banqueting scene. On clicking, a full screen window opens up with 180 degree scrolling screen that reveals all of the bohemian guests – including artists and musicians – modelling items from the latest All Saints clothing range. The scene juxtaposes elegant photography in the foreground with a dark, lush background, oozing chic and style. For added cool, the sound effects follow the scrolling screen, moving from the left earphone to the right and vice-versa inline with the ad’s motion. ‘Hot spots’ – represented by All Saints’ skull logo – encourage deeper exploration and a path to purchase.

Brand: All Saints | Sector: Clothing | Country: US | Partner/agency: Microsoft/ BMB | Objective: brand awareness, consideration and purchase | Format: Windows 8, Mobile

Agency: BMB
Brand: All Saints
Publisher: Vice

03/07/2013

The campaign allows cardholders to access curated dining, entertainment, travel and sport experiences. By collaborating with MasterCard and UM, Microsoft developed a Windows 8 in app solution designed to encourage consumers to tap into the Priceless website using their mobile devices. The unique experience leverages contextual data to ensure the Priceless offers are relevant and based on location, user input and the content within the app. Through the multi-touch ad unit, users can choose their customized Priceless Cities experience – before a full screen takeover allows for further exploration into their personal offers.

Brand: Mastercard | Sector: Finance | Country: US | Partner/agency: Microsoft/ UM | Objective: brand awareness, consideration and purchase | Format: Search, Bing

03/07/2013

Working with Silverpop, retailer T.M. Lewin used creative email campaigns to grow social media presence and increase ROI. This case study shows how combining shareworthy content and social-sharing links led to the promotion being shared by more than 4500 subscribers. Store revenue attributable to the campaign was impressive, and the marketing team were able to grow its mailing list by a considerable number. In addition, T.M.Lewin saw a 4 percent increase in Twitter activity, a 45 percent increase in Facebook “likes,” and a rise in the average Facebook engagement rate from 3% to a massive 37%.

More on this case study…
Brand: T.M. Lewin | Sector: Clothing, reatil | Country: UK | Agency/partner; Silverpop | Objective: brand awareness and favourability | Format: Email, social media|

06/06/2013  |  Full story...

British government site GOV.UK has won the overall design award for the 2013 London Design Museum Design Awards, and was also selected as winner of the digital category. The site, a replacement for Direct.gov, lets UK citizens manage and search data related to government services. Ben Terrett, Head of Design at the Government Digital Service said the service was built on ten design principles, the most important being focusing on user need.

More on this case study…
Brand: UK Government | Sector: Government | Country: UK | Objective: Build brand enagagment | Format: Web Design

03/05/2013  |  Full story...

Mobile content entertainment company, Mobster was seeking new ways to boost mobile profitability and to increase the number of new subscribers for its mobile apps. It engaged ad network DMG (DSNR Media Group) to drive improved performance for online advertising in the Dutch market. This case study shows how the optimised ad targeting resulted in a 194% increase in conversions.

More on this case study…
Brand: Mobster | Sector: Mobile | Country: UK | Agency/partner: DMG | Objective: Build brand enagagment, drive sales | Format: Mobile ads

03/05/2013  |  Full story...

Swapping electronic Apples for edible ones, this commercial from Carlsberg brand Somersby Cider has become a YouTube hit, racking up over 1 million views within a week and plenty of social media shares via a Facebook link. The company said the ad aimed to reflect Somersby's real apple credentials and a more balanced taste that will appeal to both men and women, who are equally represented in the ad.

More on this case study…
Brand: Carlsberg | Sector: FMCG, Alcohol, Beverages | Country: UK | Agency: Fold 7 | Objective: Build brand enagagement, drive sales | Format: Video, YouTube, TV

04/04/2013  |  Full story...