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8 Best Marketing Case Study Examples
8 Best Marketing Case Study Examples
8 Best Marketing Case Study Examples
case study
examples January 8, 2022
Social listening and consumer intelligence will knock your marketing campaigns
out of the park. No question.
Don’t believe me?
The following types of case studies speak for themselves about why you should…
listen. Show me the success stories!
Table of content
Grubhub | Consumer insights feed the soul
Lion & Lion and Rimmel | Changing the face of Malaysian makeup
Based in the US, Grubhub is a food ordering and delivery platform that connects
consumers with local restaurants and takeaways. To understand what people
wanted and meet their new demands, the brand turned to consumer insights.
COVID-19 brought the world to its knees. People feared for their health and for
their income. The challenge for Grubhub was how to address consumer
concerns with regard to a restricted household budget, disinfection protocols, the
mechanics of safe food delivery, and more.
Using our consumer intelligence platform, the Grubhub team monitored for diners'
negative experiences, and countered with positive experiences.
When Grubhub's Belly Dance ad first aired on TV, it fell below expectations,
receiving low engagement. Suddenly, in January 2021, the commercial became a
viral meme, receiving over 40K mentions on social media in one month.
Working with Talkwalker, the brand created a strategy as to how to join this
growing conversation.
The pandemic caught us by surprise, and we lacked a reliable source of truth. This
issue was exacerbated with the release of the vaccine, when we suffered a further
deluge of fake news that fed the rising anti-vaccine mood.
It became critical for organizations promoting the vaccine to understand the
concerns of the public, enabling them to put peoples' fears to rest. And build trust
in vaccines.
For UNICEF MENARO this meant using Talkwalker's consumer intelligence
platform to track misinformation keywords, along with mentions of COVID-19
in online conversations in the MENA region to see just how serious the situation
was.
Sentiment analysis was used to find the overall sentiment around vaccines, with
results showing that net sentiment was low, proving vaccine hesitancy.
The net sentiment around vaccines from December 2020 - April 2021
demonstrated the overall negative view of vaccines.
This marketing case study explores how the University of Sydney used a
combination of Hootsuite and Talkwalker and increased sentiment, engagement,
and video views.
The university was looking to boost its reputation for research, entice a more
diverse range of top-level students, and build a brand that would stand out in a
crowd. A forward thinking university, social media would inevitably play a big
part, so much so, it already had a Social Squad using Hootsuite, Talkwalker, and
Adobe.
What did the squad do? Bringing the various faculty teams together, it created a
social media strategy that aligned content, goals, and reporting across it's 36
official social channels.
Sentiment analysis and social media listening enabled the university to measure
and manage its brand reputation. Collecting insights that informed the campaign
strategy and boosted sentiment through social media communication.
When sentiment turned negative during the COVID-19 lockdown, the Stay Strong
India campaign brought about a 30% increase in net sentiment score.
“The insights that Talkwalker provides us have been incredible and have really
informed our campaign strategy. Providing these insights to our stakeholders
demonstrates what social media can do for our brand and helps us secure
investment to increase our budgets and grow our team.”
Liz Grey | Social Media | University of Sydney
In the past, when content was shared across multiple channels without a plan,
reporting results was hard. The introduction of Hootsuite Impact meant that the
team could efficiently report on engagement, campaign performance, and ROI.
A year into its successful social media strategy, the university continues to collect
student insights, and is looking to recruit influencers to meet new goals.
For more details on how the university used social media to improve its reputation,
download our University of Sydney marketing case study.
Download the University of Sydney marketing case study
Bella&Brava marketing case
study | Image recognition sees
all
I love pizza, you love pizza.
With a whopping 106.2K mentions on July 9th, 2019 on Twitter alone, it’s clear
that everyone loves posting about pizza.
Data found using Talkwalker’s QuickSearch.
With all these new insights to hand, HelloFresh began to develop a crisis
management plan.
Take a look at our HelloFresh marketing case study, for more details
Download the HelloFresh marketing case study
When a Hong Kong Airlines flight from Los Angeles to Shanghai was mispriced at
$561, consumers rushed to make the most of this mistake, with the Hong Kong
Airline marketing team scrabbling for their oxygen masks.
The buzz from the mispriced tickets caused a huge increase in mentions,
engagement and reach.
What were their options in the face of this PR crisis? Search for the nearest exit?
Or, buckle up and go along for what was sure to be a bumpy ride?
Hong Kong Airlines decided to take another route. They chose to breeze right
through it.
Luckily, they were prepared because of social listening and consumer intelligence.
By using the insights from Talkwalker’s social media data and sentiment
analysis, they were able to plan accordingly and protect their brand reputation.
“When we see what is happening in “real time” on social media we are better
prepared to make timely and informed decisions and communicate those decisions
well. Social listening and analytics tools are critical to success. In this case, we
managed to turn what could have been a damaging issue, into a fantastic PR
opportunity. With 4,900% more engagements created in a one week period.”
Dennis Owen, General Manager of Branding and Social Media, Hong Kong
Airlines
Read the Hong Kong Airlines case study to learn how they used social media data
from competitors, and sentiment analysis to inform their strategic decisions. All
while keeping long term customers and potential customers happy.
Download the Hong Kong Airlines marketing case study
Bonduelle marketing case
study | Breaking down data
silos to make critical business
decisions
Bonduelle, a major French brand in the FMCG/CPG industry, was in the grips of
optimizing its online brand strategy. The company that specializes in providing
frozen and canned vegetables daily to over 100 countries, wanted to ensure that all
its consumer data was readily available across its entire company.
The problem?
The crucial information was hidden away in the dark depths of the team’s
computer folder – unable to be used across departments to identify added benefits.
Social listening held the key to knocking down these data walls. It brought
together information from online, social media, and traditional press all on one
platform. Allowing Bonduelle to find the topics that were being discussed
alongside their products or services, images associated with the brand, their high-
performing influencers, and how to protect their brand reputation from negative
comments.
Talkwalker offered the perfect solution, giving the brand the opportunity to build
their own dashboard and choose who would have access to the data.
Read Bonduelle’s marketing case study to learn more about how it...
Determined positioning based on data maturity scale in report
Identified its progress in terms of data maturity
Created necessary systems and teams for scalable processing of data
Introduced the chief data officer role to maximize the value of data as it progresses
Download the Bonduelle marketing case study
In a country where the k-beauty brands dominate the shelves, the first step was to
make Rimmel stand out in the crowd.
The data showed that consumers trust that beauty is more than skin deep. It’s all
about being confident. It’s all about being confident. They want bold, experimental
makeup to create distinctive looks.
For more details on how Lion & Lion took full advantage of social listening and
consumer intelligence for Rimmel, read Lion & Lion’s marketing case study.
Drive your marketing with
consumer intelligence
There you have it. 8 of our best marketing case study examples. Download them
all to discover how some of the world's biggest brands use our consumer
intelligence platform to drive their marketing strategies to success. Our
industry-leading platform turns social and owned data into powerful and easy to
action consumer insights. Don’t get left behind…