4 The Best Digital Marketing Campaigns in the World
We also pondered long and hard on whether scoring or ranking the case
studies – putting them in some sort of order of merit – would add value.
Eventually it dawned on us that scoring would be a largely arbitrary exercise.
Instead we decided to present the campaigns in no particular order and to let
you decide which of them you prefer, and to suggest favourites of your own
on http://www.understandingdigital.com, on Facebook (www.facebook.com/
understandingdigital), on Twitter (@udigital) and through your own websites,
blogs and social media channels.This book, then, is a starting point. We’re kick-starting a conversation with this
selection of digital marketing case studies and examples, whetting our
collective appetites and beginning what we hope will be an enduring online
conversation from which we can all reap the benefits.Selecting the campaigns
How did we choose which campaigns would feature in this book? It wasn’t
easy. To begin with we drew up a shortlist of more than 100 campaigns from
a variety of sources. These included industry award nominations, campaigns
that had generated significant levels of online buzz, submissions by readers of
UDM and of course those campaigns that had really resonated with each of
us over the past year or two.Then we worked through the list, did a little digging and assessed them based
on the following criteria.Understanding the challenge and applying
practical solutions
From the outset we wanted to see campaigns that didn’t go crazy by creating
unsustainable and awkward engagement models. We also looked for evi-
dence that the agency completely understood both the product and the prop-
osition, but more importantly had produced work that was relevant and
practical to a digital world. Rather than see a digital strategy for the audience,
we wanted to see a strategy for the digital audience – if that makes sense.