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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As the controversial EU cookie law came into effect last weekend, Channel 4 managed to communicate the idea of collecting user data as part of a positive brand message, with a little help from comedian Alan Carr. The ‘Viewer Promise’ email and video campaign drew upon the broadcaster’s 2011 data strategy 2011 to give viewers a more personalised experience, which helped it amass a database of 2 million viewer profiles.

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Brand: Channel 4 | Media: Video, email | Country: UK | Sector: TV| Format: Email, Video

14/09/2012  |  Full story...

Launched in August 2008, 4Music is the most watched music channel in the UK. It is free to air, and part of the Box TV music channel portfolio. This case study shows how the a multi-layered digital campaign was used to elevate the brand and increase the value of 4Music.com to its advertisers. The campaigns generated a 25% increase in their total from campaign start date. Paid search campaigns drove 118,450 users to 4Music.com to view information about their favourite shows – the average users from these campaigns spent an unprecedented 13 minutes browsing content on the site.

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Brand: 4Music | Media: Facebook, Google, TV | Country: UK | Sector: TV, Music | Agency: Blowfish Digital | Format: Social media, Search, TV

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...

After a 12-year break from the big screen, Disney needed to reinvigorate interest in the Muppets brand ahead of their forthcoming movie. Throughout the year, Disney has been running spoof trailers on YouTube mimicking popular movies at the time, giving The Green Lantern, The Hangover Part 2, The Girl with the Dragon Tattoo, Twilight, Puss in Boots, Captain America, Twilight and Paranormal Activity a muppets twist. Meanwhile, the opening trailer Green with Envy began as a generic romantic comedy, but it quickly shape shifted into a trailer for The Muppets. The Muppets marketing encompassed nearly everything in pop culture and in doing so it gained the attention of millions around the world.

Video case study

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Brand: Disney | Media: YouTube | Country: Global | Sector: Entertainment, Film | | Format: Video

04/09/2012  |  Full story...

John Lewis’s Christmas ads have become something of an annual event, and this year's £6m commercial caused quite a stir on Twitter, pushing YouTube views up past the 3 million mark, and ensuring blanket media coverage. The ad follows the story of a little boy as he impatiently waits for Christmas Day to arrive.

Video case study

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Brand: John Lewis | Media: YouTube | Country: UK | Sector: FMCG, Retail | Agency: Adam & Eve | Format: Video and social media

04/09/2012  |  Full story...

This video campaign used Facebook to campaign against knife crime. Set up the Metropolitan Police, this campaign highlighted Joint Enterprise a little-known law that means anyone knowingly involved in a murder can be charged with murder. To show how even small actions lead to a murder charge, agency Lab created ‘Who Killed Deon?’, a murder mystery Facebook page, inviting viewers to hunt the killer. At its peak, the campaign achieved 250 comments a day, with an average dwell time of 8 minutes. It was 'liked' by 50% of viewers at its peak- 5 times the average of all Facebook campaigns.

Video case study

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Brand: Public Safety Video (UK Police) | Media: YouTube and Facebook | Country: UK | Sector: Government | Agency: COI | Format: Video and social media

04/09/2012  |  Full story...

Old Spice has returned with another interactive viral video, letting viewers make music with their keyboards (via a muscle-bound American football star, naturally). The new ad stars former American football and Expendables star Terry Crews, wired up to a series of makeshift musical instruments. Each time the actor and former NFL football player flexes his muscles he makes a sound. Once the advert has finished playing, viewers are invited to create and record their own version using their keyboard.

Video case study

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Brand: Old Spice | Media: Vimeo | Country: Global | Sector: FMCG- Healthcare | Agency: Wieden & Kennedy | Format: Video and social media

30/08/2012  |  Full story...

To coincide with the Olympics, Huggies Israel launched this Facebook video campaign, adding personalised sports commentaries for user-submitted baby videos. Huggies Israel enlisted the help of Israel’s most famous sports commentator, Zoheir Bahalool who provided a running commentary on each burp, roll and tumble for each baby video submitted to the Facebook page. The campaign attracted 40,000 unique users in Israel, with the average time on the page reaching 2 minutes and 14 seconds.

YouTube case study

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Brand: Huggies/ Hogla | Media: Facebook | Country: Israel | Sector: Pharmaceutical & Medical | Agency: McCann Digital, Tel aviv | Format: Video and social media

30/08/2012  |  Full story...

Little Printer has taken the Internet by storm, and it’s largely down to this simple but hugely effective YouTube video. Potentially the world's cutest printer, the device lets users print Tweets, photos and receipts without the need for bulky machines and expensive ink. When Little Printer was announced late last year, the video introducing it received a whopping 500,000 views in its first five days, whilst 60,000 people signed up for news on the device.

YouTube case study

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Brand: Little Printer | Media: YouTube | Country: USA | Sector: Electronics | Agency: Berg London | Format: Video

30/08/2012  |  Full story...

KLM’s quirky ‘Meet and Seat’ passenger matchmaking campaign has already drawn many plaudits. Now it’s ramping up awareness with a number celebrity endorsements on YouTube. KLM Meet & Seat campaign was designed by Tribal DDB Amsterdam. It lets people who booked a flight find interesting people aboard that same flight. The new Be My Guest campaign supports this launch, letting users have a ‘virtual chat’ with Dutch celebs, with the that chance that may become your travel companion. The campaign, which went live at the end of May, has already notched up over 10 million YouTube views in total across all videos.

YouTube case study

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Brand: KLM | Media: YouTube | Country: Netherlands |Sector: Travel | Agency: Tribal DDB Amsterdam | Format: Video

30/08/2012  |  Full story...

At the height of football fever this summer, Nokia launched a smartphone game to coincide with the Euro 2012 championships. This case study shows how the ‘Finger Battle app’ became one of the most popular application so the tournament. For the 2012 Euro Cup that took place in Poland and Ukraine, Nokia Poland wanted to create an app that could keep football fans entertained during the football fever in the country. The game became one of the top 10 most downloaded Euro Cup applications, and it became the 3rd most popular game app downloaded. There were more than 6 900 games played, and the app generated more than 5 000 downloads.

YouTube case study

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Brand: Nokia | Media: Mobile app and Facebook | Country: Poland | Sector: Sport/ Mobile | Agency: Wunderman | Format: Mobile app and social media

30/08/2012  |  Full story...

Intel has launched a new campaign that creates a personalised movie for Facebook users, drawing upon their social media data to create ‘Me The Musical’. The campaign, which launched in Japan to promote its new Ultrabook, takes Facebook users on an entertaining journey, via song and dance, through world events. Along the way, it adds a personal touch by including friends from Facebook and reminders of significant individual milestones.

YouTube case study | http://www.intel.com/musical/r/index.htm">Facebook campaign

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Brand: Intel | Media: Facebook app and video | Country: Japan | Sector: Computing | Agency: projector, Nexus Productions | Format: Video and social media

30/08/2012  |  Full story...

Reckitt Benckiser has teamed two of its brands - Strepsils and Lemsip - to defeat 'Man-Flu' via an interactive video and social media campaign. Using social media data to provide personalised care and attention for customers, the flu medicine Strepsils took an interesting approach. The microsite is a little tongue and cheek, but definitely bears a great sense of humor to cheer up the sickly.

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Reckitt Benkiser | Media: Viral, Video, Social media | Country: Australia | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Agency: Holler | Format: Video, social mmedia »

07/08/2012  |  Full story...

Procter & Gamble's Olympic sponsorship is set to generate an addition $500m in sales according to its CEO. This case study looks at how the FMCG giant is using the digital channel to push its umbrella Olympic message across 34 of its brands. In announcing the firm’s positive Q2 results, Proctor and Gamble CEO Bob McDonald has cited P&G's Olympics sponsorship as an example of its "scale brought to life". Covering 34 brands and 4m stores over six months, this umbrella campaign should yield $500m in incremental sales, and a payback 50% higher than single brand efforts.

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Procter & Gamble | Media: YouTube, Viral, Video | Country: Global | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Viral Video »

07/08/2012  |  Full story...

Olympic sponsor British Airways is asking supporters of the British Olympics team not to fly during the games in order to help British athletes. For their 2012 Olympic campaign British Airways highlighted the importance of the "home advantage" to athletes when they compete and encouraging Brits to stay home during the games in order to support them as much as possible and provide "the greatest home advantage we can give them".

YouTube Case Study | YouTube Video | Facebook Page

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Brand: British Airways | Media: Facebook, Social Media | Country: UK |Sector: Travel | Agency: Bartle Bogle Hegarty |

07/08/2012  |  Full story...

In the age of touchscreen and interactivity, Skittles used an endearingly old-school method of engaging (and ultimately creeping out) the viewer with this series of ‘Touch’ ads on its YouTube channel. The best of the bunch was this ‘cat’ commercial, which has so far notched up 5 million views. Wrigley has long abandoned traditional advertising for their Skittles brand, and have instead decided to create one increasingly bizarre ad after another. While their earlier attempts have not really set the digital world on fire, this new campaign “Touch The Rainbow” has turned out to be an online success.

YouTube case study

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Brand: Skittles | Media: Video | Country: US |Sector: FMCG | Agency: BBDO Toronto; | Format: YouTube

01/08/2012  |  Full story...

The sight of Prince William leapfrogging Prince Harry, Archbishop of Canterbury Rowan Williams getting his groove on and other royals dancing their way down the aisle was enough to create one of the most successful virals of the year. To date it the T-Mobile video has received more than 20 million views - that's not so far off the number who watched the big day on television in the UK.
The video was conceived by the mobile carrier brand T-Mobile and has gained well over 20 million views since being uploaded to YouTube on April 15. Set to East 17's "House of Love".

YouTube case study

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Brand: T-Mobile | Media: Video | Country: US |Sector: FMCG | Agency: Saatchi & Saatchi | Format: YouTube

01/08/2012  |  Full story...

In a year of high-profile game releases, this trailer for the relatively unknown game Dead Island was by far the most talked about console ad this year. With an innovative 'reverse story telling' premise, the trailer charts the tragic fate of a family caught up in a Zombie outbreak on a tropical paradise (warning: trailer below contains gory violence). Unlike the typical video game ad, which usually focuses on the action and intensity of the gameplay, the Dead Island trailer tells the emotional story of a family destroyed. The trailer generated 8 million views on Youtube, and tens of thousands of likes on Axis Animation’s Facebook page.

YouTube case study

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Brand: Techland | Media: Video | Country: US |Sector: Games, Media | Agency: Axis Animation | Format: YouTube

01/08/2012  |  Full story...

This Volkswagen ad originally aired during the February 2011 Super Bowl broadcast, featuring a little boy dressed as “Star Wars” villain Darth Vader. He tries to use The Force to get his dog to rise, open the dryer, move a sandwich across the counter, and all in vain. Finally, dad comes home in the Passat. Junior Darth starts with the Jedi gesticulations to get the car to do something. Dad uses remote start from inside the house to fire up the ignition. His son is shocked. He got the force to work. He thinks he started the car with Jedi mind tricks. The ad combines humor with feel-good cutesiness and pop culture, and was one of the biggest virals of the year, generating a huge 45 million views on Youtube.

YouTube case study

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Brand: Volkswagen | Media: Video | Country: US | Sector: Automotive | Agency: Deutsch LA | Format: YouTube

01/08/2012  |  Full story...

This promotional video from T-Mobile highlighted the phenomenally popular “Angry Birds” mobile video games. Purportedly actual video of a promotional event held in Barcelona, Spain in May, the clip shows Angry Birds players at a kiosk in a public square which broadcasts their gameplay on a giant screen, followed by the eruption of large plastic bird heads into the square. The video attracted over 10 million views, and emphasised a key aspect of T-mobile offering in a fun and innovative way, while piggy-backing on the phenomenon of Angry Birds.

YouTube case study

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Brand: T-Mobile | Media: Video | Country: Spain | Sector: Mobile | Agency:Saatchi & Saatchi | Format: YouTube

01/08/2012  |  Full story...

Initially launched in 2010, this ad for European correction fluid Tipp-Ex continued its success into the new year. To coincide with the back-to-school period, Tipp-ex, promoted its whiteout Pocket Mouse. The ad features two obnoxious hunters confronted by a bear, and lets the viewer choose their own ending by typing a verb into the ‘tipp-exed area’. The video has so far racked up over 26 million views, with the average number of verbs tipped in by user coming in at 15.

YouTube case study

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Brand: Tipp-Ex | Media: Video | Country: Global | Sector: FMCG, Stationary | Agency: Buzzman | Format: YouTube

01/08/2012  |  Full story...

This viral video for Carlsberg beer shows what are purportedly real-life “innocent” couples entering a Belgian movie theater that happens to be filled with 148 mean-looking bikers. While most couples leave, the ones brave enough to take their seats are rewarded with a burst of applause and a toast with bottles of Carlsberg beer as the message, "That calls for a Carlsberg" comes up on the cinema screen. Brussels-based ad agency Duval Guillaume Modem came up with the stunt, which was staged in a cinema in Belgium. Carlsberg introduced its new strapline at the beginning of the year to promote itself as a beer that stands for tradition, quality and great taste.

YouTube case study

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Brand: Carlsberg | Media: Video | Country: Belgium | Sector: FMCG, Food and Beverage | Agency: Duval Guillaume | Format: YouTube

01/08/2012  |  Full story...

With over ten millions views, the Smartwater video or better titled ‘Jennifer Anniston Sex Tape’ has been a smash hit. A humorous self-parody, it includes all the attributes of the ultimate viral; cute animals, dancing babies, and a beautiful woman (Jennifer Anniston) acting seductively. The real reason the video has been successful is that it doesn’t take itself too seriously. It’s a clever campaign that’s able to parody successful viral videos while at the same time weaving together the same ingredients (humour, sex, celebrity) into its own.

YouTube case study

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Brand: Smartwater | Media: Video | Country: US | Sector: FMCG, Food and Beverage | Agency: Zambezi | Format: YouTube

01/08/2012  |  Full story...

This heart-warming video from Coca-Cola continues the beverage giant’s ‘Happiness’ brand message, turning the negative perception of security cameras into something much more positive- boosting customers perception of Coke in the process. Historically, Coca-Cola has understood better than most that if you make people feel good while watching your advertising, it rubs off on your brand. The video has racked up over 5.4 million YouTube views and 44,500 ‘likes’.

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Brand: Coca-Cola | Media: Video, YouTube | Country: Global |Sector: FMCG | Agency: Landia

YouTube case study

20/07/2012  |  Full story...

The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.

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Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made

Facebook case study | YouTube advert

29/06/2012  |  Full story...