Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 97 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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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...

Mondelez recently used Facebook to reinvigorate its Nilla Wafers brand and boost sales. A study showed Nilla Wafers sales increased 9% in test market locations among consumers who saw Facebook ads versus a control group of consumers over the course of a five-month campaign. The Facebook ad campaign for Nilla Wafers also was able to reach 11.3 million households through 190 million total impressions (16.8 impressions per household).

04/04/2014  |  Full story...

In March 2014, McDonald’s became the latest brand to run a SnapChat marketing campaign, using NBA star LeBron James to generate buzz on the popular self-destructing photo-sharing app. This case study looks at how the fast-food brand generated thousands of new followers within hours of announcing the stunt.

02/04/2014  |  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...

How do you go about promoting a horror movie about a devil child? There are all the usual routes--TV ads, billboards, websites, trailers--but perhaps the best way to convey the spirit of the film is to actually scare the living hell out of people with an actual devil baby. Following on from the success of Carrie’s YouTube prank last year, the makers of 20th Century Fox’s latest horror movie ‘Devil’s Due’ have used a similar tactic to great effect- getting over 36m views in the process.

Brand: 20th Century Fox| Sector: Film | Country: US | Objective: brand awareness, consideration and purchase | Format: Video, Viral, Social

11/02/2014  |  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...

To keep up with the US tradition of toilet papering your house on Halloween, snack brand Cheetos teamed with Google maps and Street View to recreate the experience online (without risking vandalism charges). The app works by letting users enter a chosen address and creating a toilet paper "bombing" experience using Google Earth and Google Streetview. Users can then share the results via social media. Of course, the site has to come with a warning that Cheetos doesn't condone actual toilet-papering... only the digital kind.

Brand: Cheetos, Frito-Lays | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: Goodby, Silverstein & Partners | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media, Video, Google Maps

06/11/2013  |  Full story...

Pepsi is running a YouTube series capturing the life of an old man with seemingly supernatural basketball skills, attracting nearly 40 million views with brand engagement that extends far beyond a 30-second TV commercial.

Brand: Pepsi Max | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: The Marketing Arm | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media, Video

06/11/2013  |  Full story...

US snack brand Diamond has launched an engaging (but also bizarre) campaign "Diamond Nut Fantasies". Recognizing that the average cook rarely get the praise and appreciation they deserve, this series of YouTube spots plays with the idea that baking them a treat with Diamond Nuts could help people transform to be the husband, neighbour, child and boyfriend of their dreams. This series of YouTube spots were based on research that showed that Diamond Nut customers--two-thirds of whom were women--bake in large part not just because they care, but for the praise and compliments they get. So the agency imagined what it would be like if everyday people gushed with appreciation for the food they make.

Brand: Diamond | Sector: FMCG, Food and Beverages | Country: US | Partner/agency: Deutsch LA, Biscuit Filmworks | Objective: brand awareness, consideration and purchase | Format: YouTube, Social Media

06/11/2013  |  Full story...

The Bundaberg Distilling Company ran integrated 'Road to Recovery' campaign, designed to help the local Bundaberg community in Australia get back on its feet after the recent flood crisis. This case study looks at how the Diageo brand raised $300,000 for the town with the help of social media. Spanning Facebook, PR, traditional media advertising, product innovation and a special event, the activity, with creative via Leo Burnett, Sydney, aimed to drive visitation back to Bundaberg and stimulate the local economy through tourism.

Brand: Bundaberg Rum | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: Leo Burnett, One Green Bean, IKON, Traffik, STI Group, Barker Gray.| Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video

29/10/2013  |  Full story...

In September 2013, American politics exploded onto the web with a partial governement shutdown, and digital marketers got tough and took the fight to Twitter, email and beyond. And they made it personal with a massive campaign to hold Speaker John Boehner “responsible” for the shutdown. Here’s what they said…

Sector: Politics | Country: US | Objective: Petition, Social media followers | Format: Email, Twitter, Social media

07/10/2013  |  Full story...

Hewlett Packard’s US printing division generated more revenue per visitor from paid search than via organic listings, according to a this case study and white paper from Resolution Media and Kenshoo. The study examined the complex relationship between Paid and Organic Search Marketing, to discover the optimal balance on a search engine results page. The results indicated that paid search drove higher net revenue per visit than organic search.

Brand: Hewlett Packard | Sector: Consumer Electronics | Country: US | Partner/agency: Resolution Media and Kenshoo | Objective: brand awareness, consideration and purchase | Format: Paid Search, SEO

07/10/2013  |  Full story...

Back in April 2013, Coca-Cola teamed up with the Global Poverty Project for a mobile check-in scavenger hunt in New York. Ten separate nonprofits in the city benefited from the "Movement for a Movement" campaign, which also encourages healthy, active lifestyles. This case study looks at how the FMCG giant used mobile check-ins to boost customer relations and enforce a positive image for the brand.

Brand: Coca-Cola | Sector: FMCG, Food and Beverage | Country: US | Agency/Partner: Global Poverty Project | Objective: brand awareness, consideration and purchase | Format: Mobile

17/09/2013  |  Full story...

At the start of the year, a leading specialist insurer approached performance marketing company Clash Group for help driving requests for quotes and sales of their small business insurance across the States. This case study looks at how the retargeting digital campaign drove 29,000 individuals to click on the ad over three months.

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Sector: Financial, Insurance | Country: US | Agency/partner: Clash Group | Objective: brand awareness and favourability | Format: Media buying, Display |

06/06/2013  |  Full story...

Mondelēz International and Nabisco's Oreo, Trident and Ritz are using augmented reality technology to promote their sponsorship of One Direction’s 2013 North American tour.
The augmented reality packaging features the band on more than 21 million specially-marked packages. Each experience can be unlocked by downloading the 1D VIP app, pointing the mobile device at the package and scanning it to reveal a message from One Direction. Fans can also download the free 1D VIP app at either the Apple or Google Play stores, snap a photo of their favorite snack package with a mobile device and unlock an exclusive experience featuring One Direction.

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Brand: Mondelēz International, Nabisco' | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, augmented reality |

03/06/2013  |  Full story...

Del Monte is dispensing ideas for parents this summer via a mobile application ‘Springpad’. This mobile marketing case study looks at how the food brand is partnering a popular independent app to boost its reach to mums on the move. As part of the campaign, Del Monte created a notebook called “Garden Fresh Entertaining,” which includes seven different food and drink recipes that incorporate the brand’s fruit and vegetable products for summer. Once users find a Del Monte recipe that they like, they can save it to one of their notebooks to access later. The notebooks can be made either public or private. The recipes include step-by-step directions and a toggle that lets consumers choose if they want to make a recipe or if they have already made an item. If consumers have already cooked a recipe, they can enter a review of the item and can rate the recipe on a scale of five stars.

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Brand: Del Monte| Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

03/06/2013  |  Full story...

Stouffer’s new app lets customers plan their meals, providing recommendations and grocery lists for local stores based on their preferences. This shopping app case study looks at how the Frozen food brand managed to get 2 million families engaging with the brand through an app tailored for its core audience.The ‘Food on the Table’ app requires users’ to input their preferred food and dishes and the grocery stores they shop at. Then it will recommend dishes for the week with the potential to save money by listing the items on sale each week at your chosen grocery stores and recipes based on those sale items. The mobile app syncs up with the user’s account on the website.

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Brand: Stouffer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

03/06/2013  |  Full story...

Oscar Mayer’s latest app lets users create their own commercials centred around “Grandpa Frank.” This mobile video case study looks at how the Kraft brand created consumer engagement and brand loyalty through new technology. Frank fans are invited to create their own films by uploading their own mobile video footage, inserting “Frankisms”, and sharing their own web-optimised commercials under the hashtag #TransparentGrandpa until June 13. Oscar Mayer will select its favourite Frank footage to feature on the company's Facebook, Twitter, and YouTube channels. The firm is promoting the campaign via its social channels as well as through digital media buys, including mobile inventory.

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Brand: Oscar Mayer | Sector: FMCG, Food and Beverage | Country: US | Objective: brand awareness and favourability | Format: Mobile, App |

02/06/2013  |  Full story...

Motorcycle tour company Route 66 Harley-Davidson created a 'mobile club' to promote its discounts and foster brand loyalty. The company used a social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20% discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower. The dealership had significant increase in sales of the specific items discounted during the campaign period. High-dollar items also saw increased sales. On sale T-shirts purchased on T-shirt Day was over 250% more than a normal day, on Leather Jacket Day, seven leather jackets were sold at the 20% discount, representing a 16% increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic.

Mobile case study

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Brand: Route 66 Harley-Davidson| Sector: Automobile | Objective: increase sales | Format: Mobile and social media | Agency: 7 Media Group | Duration: December 12 – 24, 2011

16/05/2013  |  Full story...

The official app for Major League Baseball got an update on the first day of the new US season- getting 6 million players accessing the tool within 24 hours. In March 2013, MLB announced that the At Bat app, which is available for iOS, Android and BlackBerry, was accessed 6 million times on Monday, the first day of baseball’s 2013 season. That’s double the amount of use the app saw on Opening Day 2012.

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Brand: Major League Baseball | Sector: Sport | Country: US/ Global | Objective: Build brand engagement, drive sales | Format: Mobile, apps, gaming

25/04/2013  |  Full story...

Audemars Piguet used the BBC News App for iPad and half-page ads on the broadcaster's News and Business homepages to promote the launch of its new Royal Oak Collection to 'high net worth' males. The luxury watchmaker used a geo-targeted campaign in Europe, Middle East and Asia together with New York, California and Florida in the USA to promote the launch of its new Royal Oak Collection and raise overall awareness of the Audemars Piguet brand amongst high net worth males.

Digital marketing case study (PDF)

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Brand: Audemars Piguet| Sector: Consumer Goods | Objective: brand awareness | Format: Banners ads for iPad |

04/04/2013  |  Full story...

A 35 minute power outage on the pitch at this year's Super Bowl XLVII led to a surge in traffic on social media. The showdown between the Baltimore Ravens and the San Francisco 49ers was shut down for 35 minutes when half of the lights in the New Orleans Superdome went out. The resulting confusion led to a surge in traffic on social media sites talking about what became known online as "the blackout bowl." Advertisers were quick to capitalise on the sudden ad space opportunity. Within four minutes of the outage, advertisers had sent out their first tweets 'newsjacking' the event with their own branded take on the story.

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Brand: Oreo, Tide, Audi | Sector: FMCG, Food and Beverage, Automotive, Household goods | Country: US | Objective: Build brand engagement | Format: Twitter, Social Media |

14/02/2013  |  Full story...

A Sodastream commercial has become a hit on YouTube, after being banned from an upcoming Super Bowl spot by broadcaster CBS for mocking rivals.CBS rejected the company's initial attempt at a Super Bowl spot, reportedly, because the content of the spot took a direct swipe at two other Super bowl participants - Coke and Pepsi. After the ban, Sodastream submitted a revised version featuring no brand names. It also released the spot that was rejected by CBS. The banned version is now on YouTube, and has ammased around 2 million views to date.

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Brand: Sodastream | Sector: FMCG, Food and Beverage | Country: US | Objective: Build brand engagement | Agency: Common, Pale Dot Voyage, Octopus of the Mind | Format: YouTube, Video |

06/02/2013  |  Full story...

As Lance Armstrong falls from grace (and Nike’s sponsorship roster), another controversial sporting figure has made a return to the sports brand's video ads. Tiger Woods battles Rory McIlroy in this humourous golfing tee-off where ‘no cup is safe’. The commercial, produced by agency Wieden+Kennedy, came out earlier this week and became an immediate YouTube hit. To date, it has surpassed 7 million views.

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Brand: Nike | Sector: FMCG, Sport, Clothing | Objective: Build brand engagement | Agency: Wieden+Kennedy | Format: Video, TV, Youtube, Viral |

22/01/2013  |  Full story...

Domestic hunger charity Feeding America looked to share their web site content on Twitter to maximize traffic back to their website. The charity targeted audiences who often tweeted about topics very similar to Feeding America's site content. As a result of tweeting about trending topics recommended by the BrightEdge, and tweeting about specific topics (including specific web pages) in those tweets, Feeding America yielded 2.5 times the average traffic levels per post relative to similar Tweets made in the same period.

20/12/2012  |  Full story...