Content marketing and ecommerce case study: Kraft USA converts Super Bowl viewers into buyers with full funnel ad campaign

Kraft wanted to extend the value of its media, and realised that by taking consumers on a journey from an exposure of expensive paid media, to exposures close to the points of purchase, they could increase the sales conversion in a way that was highly cost effective. This content marketing case study looks at how the FMCG brand used Amazon Advertising to repurpose a Super Bowl commercial into a holistic marketing campaign and reach customers across all stages of the purchase journey.

Native ad case study: Plated optimises its content marketing to reduce customer acquisition costs

In the crowded meal-kit delivery sector, the start-up business Plated wanted to expand its customer reach outside of its usual acquisition channels of social, search, and display. This native ad case study looks at how they ran A/B testing to optimise content on native ad platforms, getting in a 12% jump in new sign-ups.

Attribution case study: Loveholidays uses machine learning to optimise customer purchase journey

Online travel agency Loveholidays.com used artificial intelligence to turn millions of customer data points into a smart strategy, boosting sales while keeping costs down. This case study looks at how the online travel retailer achieved 190% year on year growth through the use of multi-touch lead attribution.

Multichannel commerce case study: Intersport boosts online and instore sales in the Netherlands with dynamic ads

Intersport used Facebook ads to boost its sales both in store and online. This multichannel commerce case study looks at how the Dutch sporting goods retailer enjoyed a 34-fold increase in return on ad spend from dynamic ads, by using attribution analytics tools and a conversion lift study to accurately measure the impact of the campaign.

Case study: Adidas uses WhatsApp to engage amateur football teams through ‘rent a player’ helpline as part of launch

Adidas found a smart way to get WhatsApp working in its marketing, by creating a hotline to help amateur football teams replace missing players at the last minute. And to build excitement, they added the chance of some global superstar talent. A brilliant social media stunt that hacked the model of WhatsApp.

Case study: Becks earns engagement by turning WhatsApp group chats into comic souvenirs

WhatsApp has become a key tool for organising social events and parties among friends – a prime audience for a beer maker. But how can brands engage with this very personal and private social channel? Becks found a smart way to get these users to come to them, by transforming friend’s WhatsApp group chat history into an epic comic souvenir of their night out.

Case study: Adidas uses Google data insights to create targeted storytelling and more relevant product messages

In a crowded marketplace, Adidas needed a way to stand out from the competition and serve relevant messages to people at crucial points in their purchase decisions. This case study looks at how the sportswear brand used programmatic display ads to tell exactly the right stories to the right people, at the right step in the customer’s journey to maximise sales.

Case study: Nescafe optimises on-pack competition to boost engagement

How do you keep raising engagement? Not everyone responds positively to the same ad content, so Nestlé tested out different approaches. For Nescafe campaigns in Turkey they tested content that adapted to the viewer’s preferences, in real time. This case study looks at how the coffee brand increased engagement through an on-pack competition combined with smart programmatic display marketing.

Case study: San Pellegrino tests different ad creative to optmise campaigns

How do you drive more traffic to your brand site? San Pellegrino delivered 90,000 extra visits to its website through display ads tailored to specific audiences. This case study looks at how San Pellegrino achieved a 10% increase in click-throughs with a 14% lower spend than previous campaigns.

Cannes Lions case studies: 7 winners to inspire creative marketing success

From Burger King trolling McDonalds with its ‘detour’ app to Nike taking political risks with ‘Dream Crazy’, the Cannes Lions awards celebrates the best and most daring creative work from the marketing industry. This year’s winners leveraged some of the most powerful components of best-in-class advertising. We’ve compiled our favourite campaigns to examine what worked… and what we learn from them.