Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 377 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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Evian has continued its hugely successful dancing babies series with a new ad featuring Spider-Man, as the new superhero movie hits the cinemas. Evian’s social media agency We Are Social create buzz around the video with glimpses of the ad sent to the brand’s Snapchat followers on Saturday 21 March. Laurence Foucher, the global digital manager for Evian, said of the decision to introduce the ad on Snapchat: "Snapchat’s ephemeral nature is perfect for sending teasers to build excitement, which makes it the perfect platform to preview our next campaign."

14/04/2014  |  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...

This emotionally powerful video from the Animal Mayhew Centre puts a new twist on typical pet rescue charities- highlighting the happiness a rescue dog bring to their owners after a hard day. The advert went live on YouTube on the 6th March and aired during More4’s coverage of Crufts on the 7th March and has had over 10,000 shares and 1.5m views in the first month alone.

10/04/2014  |  Full story...

London commuters witnessed alien invasions, escaped tigers and giant tentacles emerging from a bus stop window, as part of this new video campaign from Pepsi Max. This case study looks at how the drinks brand generated 5 million YouTube views in a fortnight from a single YouTube upload (and some digital effects trickery)...

02/04/2014  |  Full story...

In March 2014, Industrial robot firm Kuka Robotics ran a new YouTube video campaign, pitting table tennis star Timo Boll against a high speed robot. The teaser trailer for it racked up over a million YouTube views in February, and the full length version eclipsed it. The video has already racked up over 1.2m views on YouTube after just two days online.

31/03/2014  |  Full story...

For years, Jamie Oliver’s Food Tube channel on YouTube had low engagement and flat subscriber numbers. This case study looks at how the team behind the channel created online buzz and interactive elements (including the chance to slap the celebrity chef himself) to help it become one of YouTube’s most successful food channels with 1.8 million monthly views.

21/03/2014  |  Full story...

In 2013, the Porsche 911 celebrated its 50th anniversary- marking the occasion with a birthday song on YouTube and Piano game that attracted millions of views and plays. This China digital marketing case study shows how the viral video for the luxury car brand achieved 2,840,316 views throughout the Chinese and overseas channels during two month.

Brand: Porche | Sector: Luxury, Automotive | Country: China | Objective: brand awareness, consideration and purchase | Agency/ Partner: Fred & Farid Shanghai | Format: Viral, Social Media, Weibo, YouTube, video

17/03/2014  |  Full story...

Procter & Gamble was the clear winner among sponsors of the 2014 Winter Olympics on YouTube, racking up 27 million views through the first week of the Games with videos including "Pick Them Back Up," which depicts the journey mothers and children go though on their way to sporting success.

Brand: P&G | Sector: FMCG | Country: Global | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, YouTube, Video

05/03/2014  |  Full story...

To mark Valentines Day 2014, shampoo brand Head & Shoulders partnered with Saatchi & Saatchi in the Philippines to run a hidden camera viral campaign, featuring young men on a blind date with a lady (played by an actress) who has really bad dandruff. The campaign has attracted over 500,000 YouTube views so far, and has been featured in local media, including a talk show.

Brand: Head & Shoulders Sector: FMCG, Health and Beauty | Agency/Partner: Saatchi & Saatchi | Country: Philippines | Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

20/02/2014  |  Full story...

Hizon’s Catering, a local catering company in the Philippines, used the power of digital marketing, via the web, social, search and mobile, to improve its sales. This video shows how their target customer engages with their company at different phases in their wedding planning process.

Brand: Hizon | Sector: Travel, Hospitality | Country: Philippines | Objective: brand awareness, consideration and purchase | Format: Video, Social, Search, Mobile

20/02/2014  |  Full story...

Old Spice has become famous for pioneering viral video ads, and its latest campaign sees the return of Isaiah Mustafa in a series of prank ads that look set to get consumers sharing in droves. Old Spice has designed 9 spoof pages advertising rather vain products, ranging from a muscle shirt that shapes flab into toned abs and a gold Bluetooth headset, which slowly morph into a video ‘intervention’ from Mustafa.

Brand: Old Spice | Sector: Health and Beauty, FMCG| Country: Global | Objective: brand awareness, consideration and purchase | Format: Social, Email, Video, Viral

11/02/2014  |  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...

In a surprise move, Axe has ditched its playboy image with a serious message for this year’s Super Bowl commercial slot to push its new ‘Peace’ fragrance.The brand, often known for inciting controversy in the gender wars, has issued a new 30-second Super Bowl spot—using the old 60s slogan "Make love. Not war" to push its latest product range. The "Make love. Not war" slogan appears at the end, along with the logo of the Peace One Day organization, which is a partner of the campaign. (Axe is giving $250,000 to the group and promoting it on its website and Facebook.) The hashtag is #KissForPeace.

Watch the extended ‘Call to Arms’ ad below:

Brand: Axe/ Lynx/Unilever | Sector: FMCG, Healthcare | Country: Global | Agency/Partner: BBH London / Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

11/02/2014  |  Full story...

Baby Supermall recently worked with Google to run a targeted AdWords paid search campaign, targeting mothers. This video case study outlines how the baby retailer linked analytics to search with attribution modelling to generate tens of thousands of dollars in additional sales every week."

View the video case study below:

Brand: Baby Supermall | Sector: Ecommerce | Country: US | Objective: brand awareness, consideration and purchase | Format: Search, Analytics

06/02/2014  |  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...

Hermès launched a new Facebook video campaign to promote its winter catalogue. This case study highlights how the luxury clothing retailer used an engaging story told through social media to boost sales.

Brand: Axe/ Lynx/Unilever | Sector: FMCG, Healthcare | Country: Global | Agency/Partner: BBH London / Objective: brand awareness, consideration and purchase | Format: Video, YouTube, Viral

17/01/2014  |  Full story...

Samsung has been named as the social brand of the year according to Unruly after amassing 7.3 million shares of its videos. The brand rose seven places from last year to take the top spot, while Geico came in second with 4.9 million shares, ahead of Dove at 4.5 million and Pepsi at four million. This case study looks at how Samsung made smart use of its video assets across YouTube and beyond.

Brand: Samsung | Sector: Electronics | Country: Global| Objective: brand awareness, consideration and purchase | Format: Social, Video, Vine, YouTube

08/01/2014  |  Full story...

Amid the Harlem Shakes, singing astronauts and twerking fails, 2013 was another bumper year for viral video marketing case studies.

From the emotionally powerful (Dove’s ‘Sketches’ and Skype’s ‘Born Friends’ ) to the downright dirty (Durex’s ‘Fundawear’ and Kmart’s ‘Ship My Pants’) there’s been a wealth of great online marketing ads that got people sharing in droves.

This year also saw the debut of Twitter’s Vine videos - with Lowes and Tide pioneering the 6-second format with smart and economical executions.

To round off the year, we’ve assembled our 25 favourite virals for your viewing pleasure…

08/01/2014  |  Full story...

With the help of an innovative laser-print technique, Fyffes managed to print six different comics on banana skins. This case study looks at how the fruit brand managed to get kids to ditch sweets for bananas.

Brand: Ffyfes | Sector: Food | Country: Global | Objective: brand awareness, consideration and purchase | Format: Video, YouTube

08/01/2014  |  Full story...

With the latest John Lewis' Christmas ad hitting both TV and YouTube over the weekend, just how did the retailer manage to achieve such high-profile anticipation and social media comment for a seasonal campaign? This case study from the Institute of Practitioners in Advertising (IPA) interviews some to the people behind the previous festive campaigns to see how the department store chain managed to eclipse rivals such as Marks and Spencer and Debenhams to position itself as the premier shopping destination for Christmas in the UK.

Brand: John Lewis | Sector: Retail | Country: UK | Objective: brand awareness, consideration and purchase | Format: Video, YouTube

08/01/2014  |  Full story...

In September 2013, Persil worked with TMW to support the launch of its new ‘Small and Mighty’ range. To support the launch of the new Persil created ‘Be Mighty’, a digital campaign featuring a series of animated and interactive online story books for children. This case study looks at how the detergent brand made smart use of its brand image and target audience to come up with a cutting edge digital campaign that delivered a lasting impact on consumers.

Brand: Persil | Sector: FMCG, Household, Electronics | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Mobile, Video, Content

27/11/2013  |  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 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...