The document provides summaries of 10 case studies related to using digital channels for marketing purposes. Each case study outlines the challenge, solution implemented, and results. The challenges ranged from engaging target audiences and building brand advocates to promoting new products and services. The solutions utilized various digital tactics like Facebook apps and games, mobile apps, social media campaigns, and content marketing. The results generally indicated success in meeting engagement, traffic, and sales objectives.

1. June
12
Case
study
overviews
Ten digital pieces from 2009 – 2012
Nick McGivney

2. Berocca Boost
Challenge
To use digital channels to engage the core target audience (men/women 18-34) and to build a set
of brand advocates.
Solution
A Facebook campaign of six brain games with the Berocca Boost Ninja character, within a
custom flash Facebook app. They changed the target relationship to one of constant
engagement, prompting frequency of purchase, regular consumption, and the sharing of content.
Digital marketing included standard online advertising, rich media online advertising, Facebook
social ads and PPC to drive traffic to the Berocca Boost Facebook page.
Results
Total game plays of 28,501, with an average time on site of 2’00”; with the average dwell time for
repeat visitors an impressive 6’58”

3. GUINNESS Rugby
Challenge
To enhance the experience of Irish Rugby fans (digital-savvy male Guinness drinkers aged 24-
35) within a digital community that unites their passion and support.
Solution
The creation of a supporters’ community where
players delivered regular updates and value-adding
content. Multiple distribution channels to include
guinness.com, an iPhone app, YouTube, Twitter and
Facebook. Additional activation of the community was
achieved through recruitment and live streaming of
supporters’ nights, competitions, newsfeeds and a
multitude of brand utility tools contained within the
Guinness Rugby iPhone app.
Results
The creation of a community of 40,000 rugby supporters and over 45,000 engagements between
the Irish rugby players and the fans.

4. National Lottery
Challenge
To utilise the existing website as an archive for the many positive stories from winners’
perspectives, and to catalogue the beneficial work of Lottery by highlighting its Good Causes
stories.
Solution
Writing, collating and presenting a large volume of these stories in
an easily absorbed format that is accessible and reflects positively
on the brand as a whole.
Results
A growing bank of good news stories with several thousand monthly visitors.

5. Jurys Inn
Challenge
To deliver compelling content on a high-volume site that gives visitors a reason to stay for longer
and ultimately reward Jurys with a booking. The site is highly optimised for SEO and traffic is
high. Delivering useful destination-focussed information, in an engaging and memorable way, has
added to the functionality through good customer relations management.
Solution
Incisive and accurate destination and hotel information for over 30
locations, delivered in easily absorbed content, that makes the
Jurys Inn site more than simply a booking area but an extension of
the carefully managed brand itself, promising an Exceptional Everyday City Hotel experience.
Results
An expanding UK and Ireland hotel chain in a continent-wide economic slump = success.

6. Bord Gais Energy Big Switch
Challenge
To promote uptake of BGE’s new electricity provision amongst consumers in a market where
change is seen as difficult and usually unwelcome.
Solution
A full, through-the-line campaign spearheaded
publicly by Lucy Kennedy and including a major
digital activation, with website, microsite,
interactive video content, display advertising and
seeding of the campaign among highly visible
bloggers.
This included the development of a mini-soap
opera online, featuring a family who were keen to
switch but had to overcome the dad’s resistance
to change. Each aspect of the campaign was
designed to reassure existing BGE customers,
convince others to make the switch and at every
step usher them closer to the Switch forms, which could be fully completed online: a first for an
Irish utilities provider.
Results
A benchmark success story, with over 200,000 switchers (the vast majority of them online).

7. Google and SMBs
Challenge
Help develop a bespoke platform for Google to engage with small and medium-sized businesses
across Europe and inform SMBs of the advantages of using Google businesss tools, like
Adwords, and the benefits these could bring.
Solution
The Google Business Engine - an online environment
that delivered information and case studies to
interested business managers across Europe.
We felt that the information should be as relevant to
the businesses as possible. This meant allowing
access to the content via a number of routes -
primarily geographical, but also accessible by sector
and size of business.
Results
The concept won us the competitive pitch, and got us
our first project - to help Google in developing a
dynamic email system which would allow them to
deliver completely bespoke information to SMB
Adword users.

8. Triton
Challenge
People don't buy a shower every day, so our brief was to ensure that the brand remains front of
mind so that when people do come to making a purchase, they remember Triton.
Solution
People in general are fatigued by all the bad news about the
economy, and that messages that were more positive would have
a better response. Our solution was to create a platform that
reminded people of the little moments of happiness that a good,
reliable shower (a Triton!) can bring. We called this
platform Showered with Happiness.
We created a campaign that extended the idea of being showered
with happiness out to the nation. A Facebook-based competition
would reward the most deserving person each month with a
stream of small gifts and surprises.
We also created a TV commercial out of re-edited segments of
previous ads, as well as an interactive banner ad
Results
Under Facebook rules, brands now can't force people to 'Like'
their page to enter a competition. In spite of this we've had
over 8,000 page likes over the course of the campaign. A fantastic
database which has given Triton valuable information and research into their core market.

9. Powerade ‘Never Give Up’
Challenge
To turn the tide for Powerade by delivering a deeper, more engaging conversation with 16-29
year old males who are passionate about sport through Paul O’Connell as coach and mentor to
everyday sports people. The brand was experiencing a decline in market share and its position as
the 2nd place sports drink was under threat. Powerade wanted to reposition itself as a challenger
brand and clearly differentiate itself from competitors.
Solution
Digital was positioned at the heart of the campaign. TV, radio, outdoor and point of sale as drive-
to-site media. Never Give Up was the creative expression. The role of digital was to:
• Inspire consumers with real consumer stories via the 2009 Alpine Marathon challenge.
• Motivate consumers to take up their own personal challenges using downloadable
training and nutrition guides.
• Educate consumers on the key brand benefit of Powerade pre-hydration.
A website was developed and adapted each year to tell a new Never Give Up story. The website
received 120,000 site visits. A personalised video message from Paul O’Connell delivered 30,000
viral creations. Social media community development began on Bebo and moved to Facebook in
2009, supported by communities on YouTube and Flickr.
Results
• The fastest growing sports drink in the market, four times faster than the category
• Best Digital Campaign (Gold), Digital Media Awards 2009
• Gold Award, IMC European Awards 2009
• Best Long Term Promotional Campaign (Gold), APMC Awards 2009
• FMCG Campaign (Gold) 2009, An Post DM Awards 2009
• Best Non-Alcoholic Beverage (Gold), APMC Awards 2009
• Best Marketing Communication Campaign (Active Lifestyle), Coca-Cola Worldwide
Marketing Excellence Awards 2008

10. MediaStreet
Challenge
To create a comprehensive online media directory for several thousand businesses, where
recommendations could be shared, contacts made and a range of value-added content could be
passed along to companies including media, production, print, advertising, marketing,
photographic and others.
Solution
A free listings site that details key contacts, social network points (Linkedin, Facebook, Twitter)
and allows communications businesses to list their rates, samples and so on in an easily
navigable site.
Additional content, including daily blog articles of relevance to the various comms businesses, to
be provided as a key search promoter and valuable source of information for related companies,
and a constant social media engagement with those listed on the site through Twitter and
Facebook, spreading the relevance of members’ specific offerings and building the brand.
Results
As of June 2012, there are over 2,000 weekly visitors to the site, and average time on site is
around the six minute mark.

11. ioBingo
Challenge
To promote the ad agency io, and social media generally, by stimulating interest, engagement
and fun for attendees at the Measurement 2012 conference in the National College of Ireland.
Solution
Through Twitter, we seeded a number of clues that attendees at the
conference had to photograph and retweet, using the relevant hashtag.
There were prizes (including the tiniest trophy in the world), but the focus
was designed to be much more about the conversation and the value it
can have in promoting business.
Results
An engagement of over 15% of conference attendees, who actively took part in the tweeting
process and spread the game to their own individual networks. As a result, #iobingo was the no.1
Twitter trending topic across Ireland on the afternoon, outranking even the official event sponsor,
Done Deal, and we increased our own following by +50, most of whom would be significant net
worth individuals within social media and marketing terms. All achieved for under €50!