Digital Marketing: Case Studies, Strategies, Projects

Digital Marketing and Social media marketing case studies, strategies, academic projects for MBA and other students.

Digital Marketing basically involves the promotion of your product or services online, and is also used for brand building.

Topics in Digital Marketing?

• Fundamentals of SEO, SEM, SMM
• Google analytics
• Email marketing
• Social media for business – Tools and strategies (YouTube, Facebook, Twitter, Linkedin, Instagram, Google+, Pinterest)
• Mobile Marketing tools

For any business, it is important to have varied digital campaigns that leverages the strengths of the various online platforms available for marketing.

Importance of Content

Every business has to support these marketing campaigns by creating high-quality content that is made specifically for the online medium. It is the content that gets marketed – be it the content on the website/blog, or the content of the video, or the content that is used as posts on social media, in email marketing and even in the various online ads.

Creating content for the web also requires a slightly different style and approach compared to what one reads on the print medium. Points to consider when writing for the web:

• Write to the point, concisely, and minus all the fluffy words, in order to retain attention of visitors.
• The content should be written in such a way that makes it easy to read, which means writing shorter paragraphs, leaving more whitespaces after few sentences, making use of headings and sub-headings to break down the content into smaller paragraphs, and to make more use of bullets points (lists).
• The content should also make use of the target keywords a few times within the content, and should also more use of bold and italics, especially for keywords and key-phrases.
• Provide Easy-to-Understand Information. For complex topics, writers should break down complex information.
• Write to a Specific Target Customer: Instead of writing to a broad audience, strong content focuses on a specific customer segment and includes words and phrases these individuals use regularly. Communicating your ideas in language your audience commonly uses helps them relate to your content.
• Engineer Content for Sharing: Everyone who publishes content online dreams about their blog posts or articles going viral and spreading across the Internet faster than the speed of light. So try to increase the share appeal of your posts by appealing to people’s emotions and making your content personal.

Also, the content for the website should follow an inverted pyramid method wherein the most important points and takeaways of the content should be displayed up on the page, whereas the more supporting kind of details should be listed towards the bottom. This allows the readers to get a gist of the content and the overall quality of the content, assuming the reader decides to move on to another page without reading the entire page.

What is a Landing Page?

“Landing page” is a term that is commonly used in digital marketing. A landing page is basically a standalone web page, that internet marketers create to capture leads (email -ids) for the purposes of a marketing or advertising campaign. It’s on this page that a visitor “lands” from somewhere else (from a Google AdWords ad or Facebook ad or from some other page).

Academic Questions on Digital Marketing / Social Media Marketing

Question: Global “Barbie 2” Movie Launch

Barbie 1 movie achieved remarkable success at the box office, and the success of the film’s marketing campaign can be attributed to a combination of factors such as targeted advertising, engaging promotional campaigns, and a focus on the movie’s distinctive qualities.

Assume your agency has been hired to create a global digital marketing strategy for the “Barbie 2” movie launch in 2026, building on insights from the successful “Barbie” movie launch. Targeting children aged 5 12, their parents, and adult Barbie enthusiasts, you will leverage your course knowledge and the existing “Barbie 1” fan base to promote the movie and Barbie doll sales worldwide. The Barbie 1 movie generated $1.3 billion in worldwide box office sales. This project reflects your role as future leaders in global digital marketing, working with Mattel and Warner Brothers for the anticipated 2026 release, which they expect will be even more successful than the first.

Objectives of the Global Digital Marketing Campaign:

To create a holistic and innovative global digital marketing strategy that effectively targets the appropriate audience maximizes digital channels, and leverages the success and learnings from the “Barbie 1” movie to achieve the following goals:

• Increase brand awareness and excitement for the movie
• Drive ticket sales and merchandise sales
• Position Barbie as a modern and relevant brand for a new generation of global fans

The assignment must use the following outline:

Executive Summary: Summarize your key strategy highlights and approach in one slide.
Market Analysis: Evaluate the successes and shortcomings of the “Barbie 1” movie launch. In addition to the background articles above, you can use Factiva to research additional coverage of the Barbie 1 campaign. Outline which markets you would like to focus on to maximize results for your client.
Strategy Development: Develop a digital marketing strategy that includes objectives, target audience, key messaging, and a unique selling proposition for “Barbie 2.” Propose innovative digital marketing tactics.
Campaign Execution: Detail a plan for executing your digital marketing strategy. Outline the creative aspects of the campaign, including visual elements, storytelling, and brand alignment.
Measurement and Analysis: Define key performance indicators (KPIs) to measure the success of your campaign. Propose methods for tracking, analyzing, and reporting on campaign performance.
Cultural Considerations: Address potential cultural issues that may come up based on what you have learned from the Barbie 1 move. What will be the same, and what might you do differently this time? What factors are controllable and which ones are not?
Budget and Resource Allocation: Assume budget for the campaign launch is $100 million. Where do you think the allocation of the budget should be between markets? Why?

News Headlines:

• ‘Barbie’ movie will now be released in the United Arab Emirates, after a monthlong delay.
• ‘Barbie’ Banned In Algeria—Here’s Where Else You Can’t See The Box Office Hit
• All the countries that have banned the Barbie movie
• Barbie is a ‘power brand’: Mattel CEO

Question: Paid Social Brief for New Car launch

An Auto company is launching a new model car. It is a hybrid, sporty, spacious new model and the company wants people to test drive their new car. This is their biggest revenue driver, so they want to make a big push to encourage users to book a test drive and consider purchasing a car with their finance offer they have in place to pay in monthly instalments for 12 months, interest free.

The aim is to: 1. Drive users to book a test drive for the new car 2. Encourage users to purchase the car car in 12-month monthly instalments. In addition, the campaign aims to grow the brands customer base by capturing new customers across the automotive vertical and build on their brand awareness.

Audience: Bottom-up approach focusing on a CRM data as a base of those who have booked a test drive on other car models from the same brand, but not converted (assume a matched CRM audience of 100,000 on Facebook & Instagram with lower levels on other social channels – what is the budget we would need to reach this audience at a good frequency?). Pixel based retargeting data also available.

Objective: The primary goal of this campaign is to generate test drives and purchase of the new car model, with the second being to build on brand awareness. With this information, please can you recommend the following: Platform selection, Campaign set up, Audiences, Format types, Flight period, How will you measure the success of this campaign?

Media Budget: £200K. Dates: Must start on 31.10.2022. Please recommend a flight period.

Response format: Please come back to us with a top line approach of how you would respond to the brief above. PPT or Word format – please expect to talk through your approach in approx. 20 mins with time for questions/conversation at end.

Question. Role played by social media during the Pandemic.

Over the years, the usage of social media has grown substantially among people, and its usage further grew with the outbreak of the pandemic; with limited resources to get information about the virus, social media became the go-to resource for many, to get updates about the virus. However, fake news dissemination on COVID-19 has also increased in recent months which poses a threat to public health, and the factors that lead to the sharing of this misinformation is less well studied.

Question: Identify the marketing and digital marketing options that you would advise for this organisation- for example , do you believe that their marketing website needs to be optimised, that the search engine optimisation, maybe they need to include Google adverts or Facebook boost adverts, Google analytics, what do they need to do to divert their organisation’s operations so they can be both traditional marketing and digital marketing options that they can look into and apply to their strategy of their organisation?

Assessment Overview:

For this assessment, select an organisation to use as a case study, apply relevant marketing research and critically evaluate the organisation’s existing offline and digital marketing communications strategies for its consumer segments in the marketplace: and apply the results of the critical assessment to develop a new / improved creative digital marketing communications campaign for a selected target market segment. In developing the new or improved communications campaign, ensure that the new digital communications campaign is integrated with its current traditional (off-line) communications strategies for the selected organization.

For this assessment, you are required to adopt an evidenced based approach by conducting relevant market research, literature reviews and applying relevant marketing concepts, conceptual frameworks for the critical assessment of existing (offline & digital) communication strategies and the development of a new/improved digital communications campaign for your selected New Zealand organization.

All work must be completely your own and all literature used must be referenced appropriately using APA 6th edition.

Instructions To prepare for this assessment you will need to select, and have approved by your teacher, an organisation to use as a case study.

Apply relevant marketing research method(s) to critically evaluate a New Zealand organisation’s traditional (off-line) and digital marketing communications strategies for its consumer markets. Applying the results of the market research, develop a new or improved creative digital marketing communications campaign for one of its target consumer segment. In developing the new digital marketing, ensure that the new digital communications campaign is integrated with its existing off-line communications strategies for the selected organization.

Marking Schedule/Criteria:

Critical analysis of marketing research and consumer behaviour
Comprehensive to complete The report provides an complete critical evaluation of: current / existing marketing communications of a business/organisation (in a New Zealand context), for both its traditional and digital marketing communications, for its targeted consumer segments. Provides an complete level of critical assessment of whether the current / existing marketing communications approach is integrated.
Thoroughly embeds relevant marketing information using appropriate marketing research methods (such as secondary research, observations, interviews) for the critical evaluation of issues in the report with excellence.
Applies and integrates relevant evidence/literature insightfully to support critical evaluation.
Application of marketing research to design and produce a marketing campaign.

The report shows complete critical evaluation to: present current gaps, challenges and or opportunities to develop an improved or new digital marketing communications campaign for a selected target market for the selected business / organisation.
Demonstrates complete and professional design and production of a creative digital marketing communications campaign for a target segment for the selected business / organisation by: developing a new / improved digital communication strategy (strategies) and, integrating current traditional (offline) marketing communications strategies.
Provides a complete range of relevant measures / metrics to measure the performance of the new/improved digital marketing communications campaign
Adopts relevant evidence/literature to insightfully support critical evaluation.

Assessment Overview

A leading hospital and healthcare chain wants to have a better understanding of their consumer sentiments to improve their service offerings. They can see a certain dip in their sales and are convinced that the power of Social media can assist them to know the root cause of issues and take corrective actions.

a. They have hired you as a consultant to assist them to judge their consumer sentiments and design a roadmap on the strategy towards implementation. Please assist the healthcare chain to achieve this objective.

b. Elaborate on the online and mobile channels and tools you will use to achieve the above objective.

Question: Runnr, a new sports shoe brand is thinking of building its website and has hired you as their Digital Marketing Consultant.
a. Can you guide them about how can they achieve direct traffic to their portal?
b. Also, what are the ways of achieving paid referral traffic?

Question: (a) Define the four Ps of digital marketing. How do they work? Support your answer with suitable examples (b) What are your views of contextual advertising? How does it work? Please illustrate your answer with examples. (c) With the cost of data connections being relatively on the higher side and penetration of smartphones still very low, do you think mobile phone is a viable medium for rich media in India?

Question: (a) Buzz Marketing, Viral Marketing Word of Mouth Marketing are terminologies that are often used today in the context of marketing. Why and in what context are they used in marketing? (b) Online marketing is relatively new and needs to prove itself. What is your opinion – does online marketing work? Why? Do you have examples to support your answer? (c) What steps would you take to ensure success in your email marketing program?

Question: (a) What is ‘On line Marketing’? Vimal is planning to re-launch it’s Saree brand, do you think resorting to ‘On line Marketing’ would be a good option for them. Justify your answer (b) Elaborate the pros and cons of ‘email Marketing’?

Question: Arvind Group has just completed the makeover of its flagship brand — Excalibur — and re-launched it across the country two years ago. The company positioned the Excalibur brand for young office going men. ‘Live, Work and Play’ is the new brand campaign By 2012 they have targeted to make Excalibur a Rs 100 crore brand. Other brands that will be revamped include Flying Machine, Newport and Ruf & Tuf jeans. They are planning to hire an international design firm to work. Arvind Brands (part of the Arvind Group) would spend 10 per cent of its turnover on a new advertisement campaign involving both print and outdoor publicity this year. Arvind Brands will open 25 stores independently. But the experience from re-launching of Excalibur brand for young office men in 2009 showed expenditure on advertisement was too high and turnover was too low. So to reach it’s target of making Excalibur a Rs.100 crore brand the company wants to cut down its advertising expenditure by resorting to emerging technologies of advertising. For Flying Machine also the group is resorting to a mass media of promotion that will hook the generation next.

Question 1 (a) Do you think resorting to digital marketing for Excalibur will help Arvind Group to cut down it’s advertising expenditure? Give logic to support your answer. Question 1 (b) What sort of digital marketing tool would you recommend to the brand manager of Flying Machine and Newport, considering the fact the target group is 18-21year old?

MBA case study or assignment question on Landing page:

Make a landing page for a campaign that you are running for a Men’s fashion brand which has Diwali offer running in their brick and mortar stores. The goal of the campaign is to drive traffic to the stores for the Diwali offer. What are the 3 parameters that you will keep in mind to create a strong landing page. Mention any 2 best practices that you would follow to attain maximum return on investment for this campaign.

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