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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The founders of YouTube, Skype, Lastminute and even the world wide web face their toughest grilling yet in this humourous video from Code Club, a new UK initiative to try to get more kids learning to code. The video turns the idea of a startup pitch parade on its head, giving the reigns to a panel of kids, and the job of pitching to some of the biggest successes in technology today. The YouTube ad has so far racked up more than half a million views.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand equity| Format: Viral Video »

27/06/2012  |  Full story...

To promote it’s latest sci-fi blockbuster Prometheus, 20th Century Fox has run a viral marketing campaign to maintain online buzz before, and after, the films release. For cinema goers that stuck around for the end credits of Prometheus, they were directed to a new website. Created by Scott's own RSA production shingle, those videos are the latest example of a shift beyond the usual teasers and trailers. Their aim: to turn hardcore fans into mini-marketeers by giving them something unique to share with their less-engaged online friends.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand awareness| Format: Viral Video »

27/06/2012  |  Full story...

Nike’s football tournament ads have become something of an event in themselves in recent years, but the new “My Time is Now” YouTube ad could be their most successful online venture yet. The YouTube video hit 3 million views in only three days and features an all-star cast of footballers. The video release coincided with the beginning of the European Championships. At time of writing, the has racked over 14 million YouTube views and 80,000 ‘likes’.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand equity| Format: Viral Video »

27/06/2012  |  Full story...

In 2010, Tipp Ex’s A Hunter Shoots a Bear’ viral was one of the first (and still the best) interactive YouTube virals ever. This follow up offers a ‘timeless’ new twist on the formula, and racked up over 9m YouTube views in less than a month. In the first season of the adventures of the Hunter and the Bear, the tagline asked viewers to "White and Rewrite THE STORY." Back for a second season, the tagline this time invites viewers to ‘White and Rewrite HISTORY’.

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Tipp Ex | Country: US | Sector: FMCG | Objective: Build brand equity | Format: Video Viral, Social Media »

24/05/2012  |  Full story...

Procter & Gamble embarked on the company’s biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mothers worldwide (a key demographic for the FMCG brand). P&G’s ‘Best Job’ video has taken off since launching April 17. More than 4m people watched the video on the main site, which has been seeded in different languages to appeal to different territories.

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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 »

24/05/2012  |  Full story...

Old Spice has become a byword for successful viral marketing since its 2010 YouTube campaign racked up over 40 million views and a 107% sales uplift for the deodorant brand. This follow up introduces Champion, the brand's newest addition to its product range. Procter and Gamble worked with agency Wieden & Kennedy Portland, the team behind the 2010 ads to produce the three YouTube virals, entitled ‘I Can Do Anything’, ‘Never Again’ and ‘Sand Car’.

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Old Spice | Country: US | Sector: FMCG | Objective: Brand repositioning | Format: Video Viral, Social Media | Agency: Wieden & Kennedy Portland »

23/05/2012  |  Full story...

This risqué ‘Peephole’ campaign from men’s deodorant brand Axe made innovative use of QR codes. The ad targeted its demographic of young men with a ‘hot’ video that suddenly stops, prompting viewers to continue the experience at the brand’s Facebook page. Once on the social networking site, users could unblock hotter and more daring videos by sharing the experiences with their friends. The action kept getting hotter in the videos, all leading to one common message: STOP LURKING, START MATING. Experience the AXE Effect. A reminder that to get into the action, you need AXE.

The campaign worked by making smart use of QR codes, video content, Facebook Pages and consumer insight. The results were 14% of the target audience watched the videos daily. 33% increase in social interaction with the brand. 52 % increase in post views and feedback (engagement) on Facebook.

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Brand: Axe |Media: OOH, Facebook videos | Country: US |Sector: FMCG | Agency: DDB Puerto Rico, Guaynabo| Format: Facebook Page videos

Social media case study Axe Facebok campaign | YouTube Viral Video Peephole advert

09/05/2012

The Cadbury Dairy Milk UK Facebook Page reached a social media milestone when it welcomed its one millionth fan on Saturday, January 7, 2012. To say thank you, the brand constructed a giant chocolate Facebook ‘thumbs up’, piece by piece, from thousands of Cadbury Dairy Milk bars and put the video on the social network. This case study shows how Cadbury managed to keep the momentum of its growing social media audeience.

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Brand: Cadbury Dairy Milk |Media: Online, email | Country: UK|Sector: FMCG | Agency: Hypernaked | Format: Facebook Page Videos

09/05/2012  |  Full story...

The song 'Kolaveri Di' used to promote the movie ‘3’ has become one of the internet viral sensations of last year, setting new benchmarks and trends for virals. The video has generated an astonishing 56 million views on YouTube.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand equity| Format: Viral Video »

08/05/2012  |  Full story...

The Silent Indian National Anthem by Reliance Big Cinemas attracted more than 1 million YouTube views.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand equity| Format: Viral Video »

07/05/2012  |  Full story...

This impressive ad promoting the brand Trueroot creates a connection with Indians in a very unique and touching way. This ads became popular under the tagline “That’s the Way we are”. Recently, the video went viral in Facebook, amassing more than 225,000 views in YouTube.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand equity| Format: Viral Video »

07/05/2012  |  Full story...

These ads for Virgin Mobile were launched on digital media only with the launch of IPL (cricket in 2010). The ads were distributed via a targeted email and social network campaign aiming to reach the core market of Young Indian males. The collection of ads have racked up over a million views.

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| Media: YouTube, Viral, Video | Country: India | Sector: Film | Objective: Build brand equity| Format: Viral Video »

07/05/2012  |  Full story...

In April 2012, Belgian TV channel TNT posted this ad on YouTube, getting 23m views in just one week and becoming the second most shared video on the website. Published on April 11, the 'A Dramatic Surprise On a Quiet Square' video campaign has clocked a whopping 30m views and 250,000 likes with a fortnight. This case study takes a look behind the success...

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Brand: TNT | Media: YouTube, TV, Social Media | Agency: Duval Guillaume Modem, Belgium | Country: Belgium | Sector: TV, Media

24/04/2012  |  Full story...

Ahead of the Cricket World Cup 2011, PepsiCo India used Facebook’s video ad formats to closely engage with target audiences. The campaign’s main objectives were to create buzz, get the cricket-centric TV spots closer to consumers, create deeper level of engagement for the brand and drive traffic to an application created for the World Cup.

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Brand: PepsiCo India | Media: groupm | Country: India |Sector: Beverages | Agency: Komli | Format: Facebook Reach Block

24/04/2012  |  Full story...

At the end of 2011, US comedian Louis C.K. cut out TV networks and video sharing sites by selling his latest comedy special online direct to fans. This case study shows how he made $1m from the venture in just 1 month (and then gave half of the revenue away).

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Brand: Louis C.K. | Media: Video, Social Media | Country: US | Sector: Entertainment / Media

04/04/2012  |  Full story...

Social media ‘pinboard’ Pinterest is on the rise, and this campaign from Kotex is a fine example of how brands can use the popular social media Pinboard to boost their followers and create a lasting brand impact.

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Brand: Kotex | Media: YouTube, Pinterest, Social Media | Agency: Smoyz | Country: Israel | Sector: FMCG / Healthcare

04/04/2012  |  Full story...

This clever publicity stunt from Mercedes has earned the car maker many plaudits. The YouTube video features an 'invisible' car was seeded on numerous sites, including digital media blog Mashable, and attracted more than 9 million views in a couple of months.

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Brand: Mercedes | Media: YouTube, TV, Social Media | Agency: Jung von Matt | Country: Germany | Sector: Automotive

04/04/2012  |  Full story...

This witty Old Spice-style video ad from the Dollar Shave Club might just shake-up the shaving industry and give Gillette something to worry about. The viral video posted on YouTube garnered 3 million views and 32,000 'likes' within two weeks of going live in February 2012.

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Brand: Dollar Shave Club | Media: YouTube, TV, Social Media | Country: US | Sector: FMCG

15/03/2012  |  Full story...

LG’s minute-long 'smart thief caught on cam' guerrilla-style ad for its slim televisions amassed 4.5m YouTube views and over 50,000 shares across social media networks. This case study looks at how the electronics firm used viral video advertising and an amusing play on the products features to drive comsumer engagement.

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Brand: LG | Media: YouTube, TV, Social Media | Agency: Y&R | Country: Amsterdam | Sector: FMCG / Electronics

14/03/2012  |  Full story...

Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.
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Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG

06/03/2012  |  Full story...

In this case study, Orabrush made smart use of YouTube to create buzz around the brand and generate sales. The dental brand's YouTube video generated 16 million views with a budget of just $500. After 2 years the results are 160,000 followers of the ads on YouTube, 43 million views and 1 million brushes sold online

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Brand: Orabrush |Media: YouTube | Country: Spain |Sector: Oral Healthcare| Format: YouTube Video

View the first YouTube commercial | View the case study 'How they went to Walmart' | View the infographic | Read the Google Blog

05/01/2012

Universal made innovative use of YouTube’s homepage banners to promote its Despicable me movie, garnering high dwell and click through rates. The campaign took over the YouTube homepage in seven markets- UK, Germany, France, Spain, Italy, Netherlands & Australia. Universal got viewers to click on banners and also share on Facebook and Twitter, with a click rate of 0.44% which is higher than the average CTR for the entertainment vertical. The average Dwell time of users interacting with the campaign was 90.40 seconds, 1.6 times higher than benchmark & the average dwell rate 54.83%, 7 times higher than benchmark. The CTR was 11.89% which was 30 times more than benchmark.

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Brand: Universal |Media: MediaCom UK | Country: Spain, Nethrlands, Australia, UK, Germany, France, Italy |Sector: Entertainment | Agency: Feref Digital, Media Mind | Format: YouTube Takeover

Read the case study here: MediaMInd

23/11/2011

Warner Brothers used a striking rich media campaign to drive awareness of the DVD released of blockbuster movie Inception, achieving much higher than average dwell rates and click through rates as a result. The campaign employed a user-initiated video within a banner on gaming website GameSpot, showcasing the movie’s special effects. Warner worked with CBS interactive and used Media Mind’s Glider takeover format. The ad begins with the homepage falling towards the user, revealing the world of Inception. The ‘fallen back’ homepage remains visible throughout the experience, so the user maintains a connection to the GameSpot site while exploring the ad. The Dwell rate for Glider Takeover was 21.87%, 268% improvement over the benchmark & CTR was 247% improvement over the benchmark

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Brand: Warner Home Video |Media: CBS Interactive | Country: US |Sector: Telecommunications | Agency: Media Mind | Format: Glider Takeover on GameSpot

View the case study here: MediaMind

23/11/2011

Getting mobile users to engage with a brand for a whole minute is a tough challenge, but Volvo put its mobile advertising to smart use to build brand engagement. This case study shows how Volvo used mobile and video ads to create buzz around the launch of its new sedan S60. A series of interactive video ads showcased a fast-paced 30-second video of the S60 and allowed users to browse additional images of the car and even visit the site, all without taking the user out of the video ad and the original content that they were browsing. According to its research partner InsightExpress, the campaign resulted in an 88% in purchase intent.

Brand: Volvo | Media: Google Admob | Country: North America | Sector: Automobile | Agency: Mobext | Format: Mobile display & interactive video Ads

Download the Case Study: Volvo

24/10/2011

Before this now-legendary social media and video campaign, Old Spice was a brand that was previously associated with old men. This case study looks at how the ‘Man Your Man Could Smell Like’ YouTube ad got 6 million YouTube views in its first week, netting the P&G brand a sales increase of 125% year-on-year in a highly competitive market dominated by Unilever’s Axe.

11/06/2011  |  Full story...