The Ultimate Guide to Marketing Case Studies

Everything you need to know about creating effective marketing case studies that will help you convert more leads.

Case Study Templates


Showcase success using compelling case studies.


Updated: 12/02/21

Published: 02/16/16

Put yourself in your customer’s shoes and imagine you were considering purchasing a new product.

Would you be more inclined to:

A) Chat with a salesperson — while trying to block out the tiny voice in your head reminding you that they’re working on commission?

B) Review a case study about a customer who used that product to solve a problem similar to yours?

Probably option B, right? That’s because we put more trust in word-of-mouth marketing than we do salespeople.

The way people consume information has changed, and buyers have all the resources they need to make decisions about what to purchase. Companies can either continue marketing the old, less effective way … or they can embrace these changes and let their customers do the work for them through testimonials, reviews, word-of-mouth marketing, and marketing case studies.

Customers trust other customers — the companies that recognize this will benefit in the long run and grow better.

Plenty of companies have already proven how beneficial marketing case studies can be. They are the most popular form of self-promotional marketing used by marketing agency executives in the U.S. Additionally, 88% of surveyed B2B marketers say that customer case studies are considered to be their most impactful content marketing tactic.  

While chatting with a salesperson can be helpful, and even preferable for some, it’s clear that having marketing case studies on your website can be beneficial. Case studies answer potential customers’ questions, demonstrate success, build company-wide credibility, increase conversions , and most importantly, eliminate bias so your customer can make a confident decision to buy your product.

Download Now: 3 Free Case Study Templates

What Is a Marketing Case Study?

Marketing case studies analyze the ways that a customer uses a product or service. They describe a challenge the customer faced, the solutions they considered, and the results they experienced after their purchase. Strong case studies can compel others to buy a product.

Benefits of Case Studies

Converting Leads with Case Studies

Choosing a Case Study Format

Conducting a Case Study Interview

Benefits of Marketing Case Studies

The use of marketing case studies is beneficial to companies of all sizes and customers of all backgrounds. Well-crafted marketing case studies provide potential customers with engaging content that excites them to buy your product.

They Tell a Relatable Story

Case studies often involve an interview with a customer that has had success using your product. Before choosing a customer for an interview, consider who you’re targeting. Your case studies should appeal to your buyer persona .

When your target customer feels connected to your case studies, they will feel more confident in their purchase.

Consider this: You’re buying a new software for your team. You have a few possible options in mind, so you head to their respective websites to do your own research. The first two options sound good on paper (or rather, on screen), but you want a solution you can really trust. Something that is preferably not written by the company itself.

The third site you go to has a landing page that includes a few case studies. One of the case studies features an interview with an employee at a company similar to yours. You listen to that person describe challenges that they faced prior to getting the software — challenges that sound a lot like the ones you and your team currently face. The interviewee then talks about the ways that their software purchase resolved their pain points.

Wouldn’t the case study you found on the third website make you feel confident that the software could help your team, too?  

The key to creating relatable case studies is considering your buyer personas. That means considering demographics, company size, industry, etc. and selecting a person that the majority of your potential customers will feel a connection.

They Demonstrate Success

Take a look at HubSpot’s case study landing page . Check out the wide range of case studies listed. Notice how these case studies cover all types of industries, a wide variety of locations, different company sizes, and more.


If there are so many companies using HubSpot — to solve a vast array of challenges — then wouldn’t you assume HubSpot has a solid product that you could trust, too?

Case studies demonstrate success by showing potential customers that current customers — who once had challenges similar to their own — solved their pain points by making a purchase.

They Help Build Credibility

Credibility is what gives the people around you a reason to trust you.

For example, let’s say you’re looking at a product on Amazon , and you scroll down to the customer review section. You find that almost everyone has given the product a five-star rating or has written a positive comment about their experience. These comments and ratings build credibility for that product and brand.

Marketing case studies help your company build credibility. They also convince prospects to give your product a try when they see how many people already trust you, love your products, and believe in your mission.

They Help You Convert Leads

Case studies are a bottom-of-funnel strategy that will help you convert more leads . If a prospect is on the fence about your product, case studies are the marketing technique that will push them closer to that purchase decision.

For example, if a potential customer visits your website and they watch (or read) multiple case studies explaining the ways that customers have had success with your product, then they too may feel excited to become a customer.  

If that same prospect just left your competitor’s website where there were no case studies, your solution then becomes an easy sell … and your competitor becomes obsolete.

Marketing case studies retain value over long periods of time — meaning the same study has the potential to convert leads for years . Unless you have a revamp or a complete update of the product being referred to in your case study, it can remain on your website as long as you see fit.

Marketing Case Study Template

Now that we’ve reviewed the reasons why you should have case studies on your site, you might be wondering how to actually create a marketing case study.

First, it’s no secret that video content is more effective than written content. So, if you can create a video case study, do it. If not, be sure to include images throughout your written case study to break up the text and provide visual stimulation for readers.

Second, remember one size does not fit all when it comes to creating case studies. They vary in length, format, content, and style based on what experience you want to provide for your potential customers.

Keep this in mind as we go through the following example … some of the content here might work perfectly in your case study, and some might need to be modified.

If you need some guidance, check out HubSpot’s Case Study Creation Kit .

1. Choose Your Case Study Format

To determine which format you want to use for your case study, think about what type of content would be most beneficial for your buyer personas. You should consider what challenges your buyer personas might face, what types of industries they work in, their locations, and their business demographics.

Two commonly used marketing case study formats to consider include an exposé and a transcription.

An exposé is an interview technique that covers specific details about a topic, event, or individual. If you look back at the case studies on the HubSpot landing page , you’ll see the exposé format in action. The director, or author, is conducting the interview, leading conversation, and asking the interview subject questions about their interactions with HubSpot.

Tip: When you’re recording a video interview for your case study, make sure the interview subject repeats your question before providing an answer.

For example, if you ask them, “What challenge did our product help you overcome?” you don’t want them to simply say “organizational challenges.” The editing process will cut your voice out of the interview, and their response won’t make sense. Instead, make sure they answer all questions as a complete statement such as, “This product helped us overcome several organizational challenges.”


This is a simpler case study format. It’s a transcription of an interview with your customer , meaning there is typically a significant amount of text for potential customers to read through.

Be sure to include the interview questions throughout this type of case study so readers know exactly what the interview subject is referring to. Lastly, feel free to pair your transcription with a series of images or even video to break up the text.

2. Conduct the Interview

The interview is the most important part of the case study … and quality matters. Strong interviews and videos take time . It’s not unusual to conduct a one to two-hour interview just to get a solid two minutes of video to use in your case study.

During the interview, you should ask your customers about their lives prior to purchasing your product, what it was like to acquire your product, and how their company’s future has changed because of their purchase.

If possible, record the interview. If not, be sure to use a transcription or audio recording device to ensure accurate quotes and statements throughout your case study.

Here are some sample questions for you to consider:

Ask about the customer’s life prior to your product.

  • Who are you? What is your title? What does your company do?
  • What challenges were you experiencing that made you realize you needed a solution?
  • Why was finding a solution to this challenge important?

Ask what it was like finding and purchasing your product.

Capture general commentary — information that anyone could understand — from your interview subject in this section so potential customers can relate no matter their background or experience.

  • How did you find our product? What was your experience like while purchasing our product?
  • Ask about your customer’s criteria during their search for a solution. What was crucial versus what was nice to have?
  • What were the results that came from using our product? How did our product solve your challenge?
  • Ask for numerical results and hard data. Get proof of these from your interview subject (or even your own company if you have records).
  • What were you able to start doing as a result of our product working for you? What are the intangible results of our product?

Ask about the impact that the product has had on your customer’s life.

  • How did our product change your view of your company’s future?
  • What are you excited about moving forward?
  • What would your future be like without our product?

After conducting your interview, it’s time to actually put your case study together.

Edit your interview down to the most important, relevant information for potential customers to learn about your product. Cut that hour-long video interview down to a minute or two of the best clips.

If your interview is going to become a written case study, include the very best quotes. Make it easy to read by separating your information with the help of headers, bulleted lists, images , and bold or italicized text.

3. Incorporate Your Case Study in Your Marketing and Sales Processes

Determine how to best use the case study in your marketing and sales processes. Here are a few ideas:

Create a case study library.

By creating a case study library on a landing page — similar to the HubSpot landing page or this page by Fractl — you provide your potential customers with an easy way to learn about your products and company as a whole.


Source : Fractl

A case study library or landing page will prevent potential customers and leads from having to dig around on your website for any product information they’re searching for. If this information is not easily accessible, they could lose interest, become frustrated, leave your website, or even find an alternative solution on a competitor’s site.

Case study landing pages and libraries also help build credibility, look official, and typically bring in a lot of traffic — both through people searching for your company’s website and organic search.

According to Fractl , their case study landing page is the second most-visited page on their entire website. Additionally, it is their fourth most-visited page through organic search. Lastly, they’ve seen a huge boost in converting visitors to leads since the creation of their case study landing page — half of Fractl’s leads view at least one of their case studies.  

Surround your case studies with social proof.

If so many people are saying it’s true, then it must be true — this is how companies use the theory of social proof to their advantage.

Social proof theories say that people let the actions, behaviors, and beliefs of those around them impact their own. For example, some theories say most people would answer “yes” to the question: “If all of your friends jumped off of a bridge, would you?”

Social proof — or in this case, your friends all jumping off of the bridge — influences people to make decisions based on the expectations and behaviors of the people around them, even if their decision would be different if they were alone.

Companies use social proof in the form of customer reviews, logo walls (that is, the logos of companies that have purchased their products), or long-form videos. Social proof acts as a supplement to the information in a case study.

By showing potential customers how your products have changed the lives of other individuals, teams, and companies, prospects are more likely to buy into your claims and believe your product could help them, too.

Add product overviews to the case study section on your site.

If you’re editing down your case study interview and realize your interviewee said something vague or made a comment that a potential customer may not necessarily understand, you can add a product overview or reference guide next to that case study.

For example, imagine HubSpot is conducting a case study interview and an interview subject goes into detail about the specific functions of Workflows . A potential customer may not know much about HubSpot’s Workflows, so a detailed discussion about their features may not be relatable and could even raise some questions.

By including an overview or description of Workflows next to the case study where the product was mentioned, HubSpot can provide clarity for the viewer. You will also avoid making potential customers feel confused or uninterested.

Keep your sales team in the loop.

Once your case study is complete, you should notify your sales team so they can use them when reaching out to potential customers. They will be able to incorporate this information into their sales enablement kits — which include the technologies, processes, and content that allows them to sell efficiently and effectively.

By learning about the ways that real customers are using and benefiting from the products they are selling, sales teams can share relatable stories with potential customers and leads. These will help build trust and, most importantly, increase sales.

To help your sales team narrow the vast amount of information that typically comes from an in-depth case study, provide them with key takeaways that they can share with potential customers and leads. These key takeaways should include information about the interviewee’s background, title, and experience level and details about their company’s size, industry, and potential annual revenue.

This data will allow the sales team to tailor the information they share with potential customers and leads, organize it for future conversations, and make more efficient and impactful sales.

4. Determine How Many More Case Studies You Need

As I mentioned, every company is different and every product they sell is unique. Not every company will need the same number of case studies on their website to have an impact. To determine the right number of case studies for your company, think about the following tips.

Cover all of your bases.

A good rule of thumb is to have at least one to three case studies for each of your buyer personas.

To do this, cover a range of industries and types of companies, and interview people of different backgrounds, titles, demographics, and experience levels. You should make sure there is something for everyone who visits your website.

If your company targets customers all over the world and has offices located around the globe, this is especially important to consider. Think about what works for your buyer personas, your company’s location, and your goals when deciding how many case studies you need.

Sometimes, less is more.

Having an extensive list of case studies sounds like something everyone should have … right?

Not always. Think about it this way — if your company is on the smaller side and is relatively new, there’s a chance you haven’t given your customers much time with your products yet. There is also a chance that you don’t yet have a wide range of customers.

If your company then takes the time to create dozens of case studies, potential customers may feel you are being inauthentic and even unconvincing. It may also be a waste of resources that you can’t quite afford as a new business.

To be effective, try to make every one of your case studies relatable and helpful for your personas. Cover multiple use cases in each of your case studies when possible. You’ll not only simplify your own life, but you also keep your case study library clean and impactful.

Case studies are powerful marketing tools. They tell your potential customers relatable stories, demonstrate your company’s success, and help you build credibility. Case studies will help you reach your audience in a way that no sales pitch, email, newsletter, or advertisement will.

Plus, if your company made such a positive impact on a customer that they want to share their experience with others, why not broadcast that story?

Now it’s time to start creating content that matters to your potential customers and converts more leads.

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Marketing case study 101 (plus tips, examples, and templates)

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If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

  • Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
  • Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
  • Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
  • Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
  • Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
  • Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
  • Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
  • Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

  • Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
  • Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
  • Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
  • Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
  • Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

  • Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
  • Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
  • Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
  • Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
  • Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
  • Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
  • Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
  • Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
  • Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

  • “Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
  • “How Optimized SEO Tactics Skyrocketed Sales by 80%”
  • “Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
  • “The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

  • Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
  • Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
  • Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
  • Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
  • Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
  • Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
  • Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

  • Quantitative data: Use numerical data to quantify results.
  • Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
  • Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
  • Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

  • Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
  • Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
  • Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
  • Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
  • Tables: Use tables to help organize data and make it easier for readers to digest.
  • Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
  • Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
  • Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
  • Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

  • Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
  • Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
  • Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
  • Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
  • Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
  • Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
  • Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
  • Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
  • Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
  • Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

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Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

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This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

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Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

  • Client/Company Name: [Client/Company Name]
  • Industry: [Industry]
  • Location: [Location]
  • Client/Company Background: [Brief client or company background information.]


  • Briefly introduce the client or company and any necessary context for the campaign or initiative.
  • Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
  • Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
  • Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
  • Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
  • Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

  • Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
  • Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.


  • Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
  • Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.


  • Include quotes or testimonials from the clients or customers who benefitted from the campaign.
  • Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

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Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

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How to write a case study — examples, templates, and tools

How to write a case study — examples, templates, and tools marquee

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

  • Celebrate the customer and make them — not a product or service — the star of the story.
  • Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
  • Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
  • Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
  • Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

89% of consumers read reviews before buying, 79% view case studies, and 52% of B2B buyers prioritize case studies in the evaluation process.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

  • Switch from one product or service to another while naming competitors that missed the mark.
  • Experience measurable results that are relatable to others in a specific industry.
  • Represent well-known brands and recognizable names that are likely to compel action.
  • Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

  • An engaging headline
  • A subject and customer introduction
  • The unique challenge or challenges the customer faced
  • The solution the customer used to solve the problem
  • The results achieved
  • Data and statistics to back up claims of success
  • A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

  • Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
  • Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
  • Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
  • Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
  • Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
  • Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

  • Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
  • Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
  • Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
  • Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
  • Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
  • Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

  • Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
  • Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
  • Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
  • Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
  • Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
  • Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
  • Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

A Lenovo case study showing statistics, a pull quote and featured headshot, the headline "The customer is king.," and Adobe product links.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

  • Think about a few goals you’d like to accomplish with your content.
  • Make a list of successful clients that would be strong candidates for a case study.
  • Reach out to the client to get their approval and conduct an interview.
  • Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

How to write a case study — examples, templates, and tools card image

What Is a Case Study in Marketing and How to Build One (Examples)

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A marketing case study allows you to illustrate and explain how you achieved enormous success in a specific situation.

For instance, last year, Jacob McMillen wrote about how Pronto used Crazy Egg to increase leads by 24 percent .

That’s a big number.

It’s not a full case study , but it demonstrates the goal of a marketing case study. You want to shock your audience, then explain exactly how you achieved your results — preferably with proof.

You might have read lots of case studies over the years without realizing your business could benefit from them. Lots of entrepreneurs are put off by the hard work and long hours required to build a marketing case study.

However, think about how many leads you might convert by proving your track record, establishing trust, and attracting traffic through SEO .

Let’s look at how marketing case studies can impact your business, discuss how to write one, and check out a few examples.

What Is a Case Study in Marketing?

A case study in marketing is a document or web page that includes several basic parts:

  • Description of the subject : Explain your customer’s or client’s history and pain points.
  • Subject’s goal : Identify your customer’s or client’s goal for the project so readers understand what to expect.
  • Hypothesis for strategy : Tell your audience what you expected to happen after you implemented your strategy for the customer or client.
  • Implementation of strategy : Take the reader through the step-by-step process you used to help your customer or client.
  • Results of strategy : Deliver the results in as much detail as possible, preferably with a quote from the client or customer.
  • Concluding findings : Explain what this case study has taught your specifically and how it can help other people.

You don’t have to include every category, but the more detail you add, the more effective your marketing case study becomes.

Most of the time, you’re conducting a case study for your own business. You want to show the world how your product or service has helped a customer in a huge way.

For that reason, it helps to know you’ll perform a case study from the beginning. In other words, try not to reverse-engineer a case study from a great result. Instead, track your arrangement with your customer throughout the process.

The Importance of Creating Case Studies to Convert Leads into Customers


Think of a marketing case study as a lure. It’s a way to dangle amazing results in front of your leads so they’ll decide to convert .

Imagine that you’re a customer who’s trying to decide between two businesses, each of which offers time management software. One company has a marketing case study that illustrates how it helped a customer save four hours per week. The other company has no case study.

Which company would you trust most?

You can use that consumer logic to inform your business decisions. Thinking like a customer can help you achieve new insights into marketing.

Creating a marketing case study gives you an edge that your competitors might have. It can also help your leads make more informed decisions.

Too many businesses copy their competitors or other businesses. Instead, you should spend time being more creative and innovative. Below is a video by Neil Patel that illustrates why you need to quit copying digital marketing strategies.

If you’re bold enough to be different, you can convert more leads. A marketing case study gives you that opportunity because nobody else can duplicate it.

Why is it so important to build trust?

Anybody can throw testimonials on their site by Ron R. and Jennifer K. Anyone can also make them up.

Trust is tenuous in the digital marketing world. If you can’t create it, you likely won’t convert leads into customers.

Think about all the companies that have experienced data hacks. Their stocks plummeted, consumer sentiment turned ugly, and profits dwindled. That’s because consumers lost trust.

Similarly, any company can make bold claims about its products or services. Consumers have become numb to superlative-littered copy and hyped-up videos. They want to see evidence.

If you can prove that your product or service delivers powerful results, you’ll gain your leads’ trust.

Marketing case studies show how you tackled a problem and overcame it on behalf of your customer or client. It’s that simple. The more detail you give, the more authority you create for your company — and the more your leads will trust your expertise.

4 Case Study Examples

Before we tell you how to build a case study, let’s look at a few examples to get you warmed up. Each of these marketing case studies illustrates the power behind the medium.

They’ll also show you how different case studies can look depending on design, detail, results, and goals.


The Shopify case study by HubSpot demonstrates how a narrative can be woven from a company’s journey. When Loren Padelford became head of sales, he immediately identified weak spots in Shopify’s sales cycle, so he decided to adopt HubSpot.

This case study highlights the ways in which Shopify used HubSpot’s email plugin to save time and improve communication flow. There’s a quote from Padelford in the case study, which can add even more impact in terms of building trust among leads.

Here, we have a fairly vague result. The company — specifically Padelford — claims to have achieved great success with HubSpot’s tools, but there aren’t any concrete numbers to back that up.

There’s nothing wrong with this approach, though, as long as your customer or client can offer a raving quote.


Ecommerce marketing case studies can become extremely valuable. In this case, used a more traditional template for a marketing case study. The PDF document includes several sections that take you through the process of how Vissla improved its omnichannel marketing with

The results were that Vissla was able to visualize and centralize data in one place. They gained greater control over their social media marketing, which resulted in faster and better improvements in the content they shared.

There’s also a quote from Vissla’s media marketing manager, Keegan Fong: “Bitly Campaigns offers us a whole new way to look at our marketing channels. By giving us an easy-to-use dashboard that instantly displays the results of our multichannel promotions, we can see what kinds of content work on what channel, which channels we should be investing in the most, and what we need to do to optimize our content.” [ For Social: @vissla ]

3. Viperchill


There’s a great marketing case study from Viperchill that you’ll want to check out. It’s a quick, fun read that explains how the author created a squeeze page that generated more than 700 leads and results in a conversion rate of 64 percent.

Notice that he used hard numbers. Sometimes, it’s impossible to boil results down to a figure or percentage, but if you can, do so. People comprehend real numbers faster than lengthy text explanations.

4. MarketingSherpa


This MarketingSherpa case study is super detailed and describes the process by which MarketingSherpa helped a natural foods company boost revenue by 18 percent with a site redesign. You see the entire project from start to finish.

You’ll notice that there are lots of visuals. Since this marketing case study focused on design, visuals were imperative. Let your business and its niche guide the way in which you construct your case study.

How to Create a Case Study Marketing Strategy That Converts


Now that you’ve looked through a few case studies, how do you create a marketing case study of your own?

It starts with a case study marketing strategy that’s designed to convert leads. You don’t want to choose just any project. It should be geared toward other businesses or customers who might benefit from your business.

Let’s take it step by step.

1. Choose a success story that is closely related to your potential customer

You might notice that many companies publish numerous marketing case studies. There’s a reason for that.

Each case study targets a different segment of the company’s target audience. Let’s say that you sell shoes, purses, and hats. A case study about shoes won’t interest someone who’s shopping for hats.

You can either choose a project that has already concluded or one that is starting or underway. It’s always best to start at the beginning, but if you’re anxious, you can take the reverse-engineering route.

Decide which segment of your target audience you want to appeal to first. Next, select a case study subject closely related to that segment. You want your marketing case study to resonate with the leads you most want to convert.

2. Identify the key points of the case study and use storytelling

Decide what parts of the case study you want to highlight. These details will likely appear in the marketing case study’s headline as well as throughout the rest of the text.

For instance, if you helped a customer boost revenue by 200 percent, that’s a highly relevant detail. You’ll want to spotlight it in the headline and several times in the content so you keep it fresh in readers’ minds.

You might have several key points. Think about the struggles your customer was facing before you stepped in, how you approached the solution, and why alternatives weren’t working. When you can provide numbers, do so.

Once you’ve identified those key points, start weaving them into a narrative. Make it exciting! Add sensory details, frustration points, and colorful anecdotes.

A marketing case study shouldn’t sound dry. It needs to engage the reader so he or she keeps going until the end.

If possible, intersperse the copy with images. Make them relevant and easy to see on the screen. Let the images help supplement the story you’ve woven.

3. Highlight the great results

As mentioned above, results are paramount. If you can express them in numeric form, so much the better.

Consider creating a custom graphic to serve as the featured image on your post. That way, people can share the image on social. Add the amazing result to the text on the image to entice people to click.

The point here is to capture attention. If people are willing to pay attention to you, then you’ve won the first part of the battle. As long as you maintain that attention, you have a good chance of converting the lead.

4. Explore different types of design

Design can prove fundamental to a marketing case study’s success. If you’re publishing it as a blog post, break it up with H2s, H3s, and H4s to guide the reader through the story. Add images and leading lines to keep the visitor engaged.

Remember that color matters. Consider using colors for text and images that correlate with your customers’ color scheme or with your own site’s palette.

5. Ask for feedback! What does your potential customer want to learn?

Don’t let the conversation stop at the end of your marketing case study. Open up the forum for more insights.

Invite readers to ask you direct questions about your business, products, services, or methods. Not only that, but respond to those comments. Take each one as a gift.

These comments might tell you what type of case study you should create next or allow you to cement a conversion by answering objections or questions.

Marketing case studies can improve your conversion rate , but you have to put in the time and effort. Yes, a polished case study requires work, but if you can secure sales from its publication, why wouldn’t you give it your full attention?

Remember that trust matters when it comes to converting leads into customers . If you don’t have trust, you’ll lose your leads to your competitors.

A great marketing case study demonstrates your track record. It builds a case for leads to use your products or services over someone else’s.

What are you waiting for? Start creating your first marketing case study now.

Make your website better. Instantly.

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Persuasive Marketing Case Study Examples & Templates

Get examples of marketing case study mastery. Learn by example how to engage and convert more prospects and launch your effort with battle-tested templates.

marketing case study service

Dominika Krukowska

9 minute read

Marketing case study examples

Short answer

What makes a great marketing case study.

A great marketing case study is a compelling narrative, showcasing real-world success, complete with quantifiable results. It weaves strategy, execution, and outcome into a captivating story that inspires and convinces the reader to take the desired action.

Are your marketing case studies falling flat?

Marketing case studies are an essential step for many prospects to see if they can trust you, if you meet their particular needs, and if tying their business with yours feels right.

Marketing case studies provide prospects a sense of security without which they’ll never convert.

But when done poorly, case studies can become little more than digital white noise. They’ll fail to build trust and confidence, but worse yet, they might just drive prospects to go with your competition.

Too many companies invest time, thought, and money into creating “white noise” case studies without knowing that they may cause more harm than good.

But there’s a way forward. This post will serve as your compass, guiding you to the promised land of persuasive, profit-driving success stories.

Let’s get started!

What is a marketing case study?

A marketing case study is a narrative showcasing a company's successful marketing strategy . It outlines the challenges faced, the solutions implemented, and the achieved results. This tool effectively demonstrates value, builds credibility, and convinces potential customers to take action.

What is the purpose of a marketing case study?

The purpose of a marketing case study is to build trust and authority and inspire action from potential clients. It's intended to present a narrative of success through a transformational business story with measurable outcomes. Its goal is to encourage potential customers to envision their own success with the help of your solution.

1) To present a narrative of success

Think of your case study as a rags-to-riches success story starring your client. They struggle with problems, they stumble on your product or service which guides them back to safety. But here the 'happily ever after' is a measurable outcome.

2) To build trust

A case study shows how you brought tangible indisputable results. It shows the positive transformation you helped bring about for your client. It's like having a credible friend vouch for you—it has an authentic persuasive effect that nothing you say yourself could ever achieve.

3) To inspire action

A good marketing case study nudges the reader to think: 'If it worked wonders for them, why not for me?' It subtly encourages potential customers to envision their own success with your product or service, though they came doubtful.

4) To show relevance

A marketing case study doesn’t just show a specific problem. By highlighting challenges similar to those faced by your potential customers, a case study makes your solution look more than “a good fit” it makes you look like “the best fit”, or even “the only fit”.

Our Head of Marketing has this piece of advice for you:

"When we write a marketing case study we treat it like a personal story we’d share with friends over lunch.

This makes our case studies feel familiar and gives them the credibility of personal experience, which tends to inspire others to act the same way."

—Amotz Harari, Head of Marketing at Storydoc

amotz harari - head of marketing at storydoc

What should a marketing case study include?

Looking to craft a marketing case study that grips, convinces, and converts? Here's your blueprint.

A compelling marketing case study should include:

A captivating title: Much like a great book, your case study needs an intriguing title. One that grabs attention and promises an interesting story - a story of a problem solved, a challenge overcome, a victory achieved.

The protagonist: Every good story needs a hero. In your case study, it's the client or customer. Start by introducing them - who are they? What do they do? What unique challenge were they facing?

The problem: Detail the problem your customer faced. This is the villain of your story - the hurdle that stood in your customer's way. Make it relatable, so potential customers facing the same issue can see themselves in your protagonist's shoes.

The solution: Now introduce your product or service - the knight in shining armor. Explain how you swooped in to tackle the problem. Highlight what makes your solution unique and effective.

The implementation process: Give a brief account of how the solution was implemented. This is the journey part of your story - the struggle, the strategy, and the steps taken to overcome the challenge.

The results: The happily-ever-after of your tale. Showcase the positive results achieved using your product or service. Be specific and use hard numbers - they provide tangible proof of your success.

The testimonial: Finally, include words of praise from your satisfied customer. A happy client is the best endorsement. This validates the story you've told and adds an emotional, human touch.

A clear next step: Conclude with a clear call to action. What should the reader do next? Contact you for a consultation? Sign up for a demo? Download a guide? Make sure the next step is relevant, clear, and compelling.

Here’s an example of a marketing case study designed according to this structure:

What are the main types of marketing case studies?

Selecting the right format for your case study depends on your goal, the specifics of your customer's story, and the message you wish to convey.

4 case study types to consider:

1) Problem-solution case study:

This is the classic 'hero’s journey'. Your customer (the hero) is faced with a challenge (the problem), and aided by a trusted guide (your solution) goes through a transformation overcoming their hurdles and fulfilling their full potential.

This format focuses on the details of the journey with its ups and downs.

2) Before-and-after case study

The Cinderella tale of the business world. You show the situation 'before' your product or service came into play, and the improved situation 'after'.

This format focuses on contrasting the transformation , highlighting the dramatic changes from before your solution came in and after.

3) Success story case study

Think of this as the 'rags to riches' narrative. Rather than focusing solely on a single problem and solution, this case study celebrates an overarching success.

It provides the details of how the change was achieved but focuses mainly on the outcomes and their business impact.

4) Interview style case study

This type is more personal and candid, providing direct quotes and insights from the customer’s perspective.

This format lends authenticity and focuses on building an emotional connection with the reader.

The ACORN method - 5 steps for writing story-led case studies:

acorn method for writing a marketing case study

Best marketing case study examples to inspire you

I've curated for you a selection of brilliant marketing case study examples from some of the biggest names in business.

These case studies represent a variety of industries, challenges, solutions, and outcomes, providing a wealth of insights and inspiration for your own case study creation.

Let's dive in:

1. How Nestlé empowered the sales team with high-quality leads

Tenlo, a marketing agency, worked with the Nestlé Professional Dispensed Beverage Sales Team to improve their lead generation efforts.

Through a targeted content strategy and optimized lead nurturing campaigns, they successfully empowered the client's sales team with high-quality leads, resulting in increased conversion rates and revenue growth.

2. Dove's Real Beauty Sketches

Dove's "Real Beauty Sketches" campaign aimed to challenge societal beauty standards.

Through an emotional and thought-provoking video campaign, Dove sparked conversations and empowered women to redefine their perception of beauty, resulting in widespread awareness and positive brand sentiment.

3. How AppSumo grew organic traffic 843% and revenue from organic traffic 340%

AppSumo, a digital marketplace for software deals, employed clever marketing tactics to drive organic growth.

Through the strategic implementation of SEO, engaging product-focused content, and effective link building , they successfully increased their blog's organic traffic and saw a significant boost in revenue from organic sources.

4. How Start-Up Nation Central created innovative reports for an innovative industry

Start-Up Nation Central is an NGO with a clear mission—to fuel the growth of high-tech companies. They produce and send out a lot of business analysis reports, and they were looking for a way to modernize the way they present data.

By working with Storydoc to switch from static PDFs to interactive next-gen decks, they gained access to full reader analytics and A/B testing options to see which versions of their reports were getting the most traction.

5. How Forbes grew their subscriber base by 20% using PPC advertising

Adventure PPC collaborated with Forbes Magazine to enhance their subscriber base. Through targeted paid advertising campaigns , video production, and remarketing, they achieved a significant 20% increase in subscribers. Adventure PPC's strategy included closely monitoring ad budget to optimize campaigns and ensure effective resource allocation.

6. L’Oreal Paris and Google

L’Oreal cooperated with Google ahead of their new product launch to identify relevant audience segments based on hard data.

They targeted potential customers across all stages of the marketing funnel, which resulted in increasing ad recall, market share, and e-commerce sales.

You can watch the case study below:

L'Oreal case study e

7. How Bitly solved the omnichannel challenge

Vissla, an e-commerce shop, was looking for a more effective way to keep an account of data across all of their marketing channels.

They partnered with Bitly Campaigns to create a dashboard containing all marketing activities, track results in real-time, and optimize their content based on hard data.

8. Gannett marketing operations grows digital subscriber base with Asana

When Gannett, the largest newspaper publisher in the US, brought their marketing campaign production in-house, they had to find a way to scale up the number of projects.

They collaborated with Asana to increase campaign volume and streamline campaign management.

9. How Stripe leverages GPT-4 to streamline user experience and combat fraud

Stripe, the innovative payment platform, gathered 100 brilliant minds from within its own ranks to revolutionize features and workflows with GPT-4. Their mission? Take Stripe to new heights!

The result? 15 groundbreaking prototypes emerged, promising personalized support, expert answers to tough questions, and the power to nail fraud on community platforms.

10. How Ryanair uses Hotjar Surveys to measure satisfaction and report on trends

Ryanair, a leading Irish discount airline, needed to find a way to report product performance to its main stakeholders.

They turned to Hotjar Surveys to measure user satisfaction, identify main pain points and barriers to purchase, and report the larger trends.

11. Accelo gives software company the insights and efficiency to double revenue

The leadership team at Tambla, an HR technology company in Australia, was struggling to pinpoint resource leaks.

By consolidating client work management tools using Accelo, they gained unprecedented visibility. In just two years of using the platform, Tambla doubled revenue, quadrupled project turnover and increased recurring work by 15%!

Marketing case study design examples you can use as your template

Your marketing case study design can significantly influence its effectiveness. But design is a serious business.

Imagine starting a marketing case study from zero—it's like carving a statue from a solid block of marble. But, what if you had a mold?

These interactive case study templates provide a structured narrative, coupled with the flexibility to add your own data, images, and other interactive elements designed to engage, impress, and persuade.

Why you shouldn’t make case studies as PDFs

Considered the go-to format for case studies, PDFs offer accessibility and versatility. Share them around, download at will, or print for a keepsake.

But just because PDFs are easy for you to use, it doesn’t mean they’re easy for your audience to consume. They’re not.

PDFs are a hassle. They're tough to read, scan, and navigate. They're not mobile-friendly, they lack interactivity, and they can be downright dull.

On top of that, they take your audience offline, disconnecting them from your online assets, like your website or app.

why PDFs. are a bad case study experience

What you can do instead

Instead of PDFs that tank engagement, it’s better to go with the webpage option.

Webpage-designed case studies offer multimedia, interactivity, and mobile-friendly navigation that lead to renewed engagement.

They give your readers a rich content experience with videos, animations, and clickable elements like tabs, sliders, and buttons, all wrapped in a story.

However, webpage case studies are not so easy to produce . They require the involvement of designers, developers, website managers, brand managers, and so on.

With all these people involved, even adding the tiniest update to the page can become a headache.

But there’s a way to bypass all this needless complexity . Creating a case study with Storydoc combines the interactivity of a webpage and the simplicity of producing a PDF.

When using Storydoc you’re stepping into a safe walled garden where everything is already taken care of , from coding to design to branding. And making changes takes just a few seconds.

Here’s how PDF and Storydoc case studies compare:

marketing case study service

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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5 keys to crafting a killer marketing case study

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Count me among the content creators who entered this line of work out of a strong affinity for storytelling. While it’s not exactly the same thing as plotting out a swashbuckling adventure on the high seas or editing dialogue for a heady psychological thriller, writing a marketing case study still entails plenty of drama and suspense. Even better, it can be a highly effective component of your overall marketing plan.

What is a marketing case study and why is it important?

Simply put, a marketing case study is a story that helps your prospective clients understand, from the beginning to the end and in a tangible way, how you helped a current or previous client accomplish their goals. It’s a crucial tool for helping sales reps demonstrate to their leads how your company can produce real results.

As part of your larger content marketing strategy, it helps middle-of-funnel and bottom-of-funnel leads to connect your products and services with real-world outcomes. If you’re able to highlight some of your better-known customers in the process, a marketing case study can also bolster your brand.

What separates a good case study from a great case study?

A good case study gets its point across, but a great case study does so with style.

Keep in mind, that doesn’t mean it always has to be flashy or highly visual, though aesthetically pleasing design can be a big bonus.

Here, by style, we mean that the case study:

  • Features specific details and inspiring outcomes that enhance a strong narrative.
  • Communicates in a way that is relevant to its intended audience.
  • Presents the potential customer with a clear opportunity for further engagement.

As part of a holistic marketing strategy, a great case study is also an instrumental asset for ongoing, targeted campaigns.

How do you create a compelling case study?

The principal ingredients for a compelling case study aren’t that different from other forms of content marketing.

Great case studies require you to:

  • Conduct thoughtful research.
  • Sculpt raw intel into a captivating story.
  • Frame the content in a way that’s certain to generate interest.

For further detail, we can break this process down into the five key steps necessary for producing a first-rate marketing case study.

1. Know the product or service and its place in the market

Here’s a typical scenario. You get an email from the Vice President of Sales. She’s overjoyed about a recent customer success story, and she wants to know if you can create a case study based on it.

What’s the first thing you do?

Our recommendation is to make sure you have a firm grasp of everything about the product or service that the case study will highlight. Well, technically, the first thing you should probably do is respond to that email. And when you do, don’t forget to ask for clarification if it isn’t clear what product will be central to your marketing case study.

To brush up on the product, service or offering, take a closer look at materials like:

  • Existing sales sheets and landing pages.
  • Related social media posts or email campaigns.
  • Internal product documents.

Keep in mind how this case study will play into ongoing marketing campaigns and efforts. Also, take a moment to examine how the type of customer you’re about to profile will map up with strategies for targeting specific personas.

2. Line up an interview with the client’s resident brand champion

A strong case study often involves the enthusiastic participation of individuals from the client company who are responsible for managing the vendor partnership. If you can schedule some time to talk to this person, you’ll benefit for two reasons:

  • You’ll hear the story from their angle, which can add color, texture and truly valuable proof points.
  • You’ll benefit from their infectious gratitude for the product. Too often, content creators have to rely on a set of well-crafted pitches instead of seeing the real-world impact of their products.

That said, sometimes this step is easier said than done. Why?

First of all, your clients may be busy. See if you can reach them at off-peak times or when they have some more flexibility in their schedule

Secondly, nondisclosure agreements are the norm in some industries. Customer contacts can be wary about answering questions, even if they know the company’s name and logo won’t be used. Try to reassure these clients from the beginning by showing them examples of other case studies you’ve done.

No matter what difficulties you encounter, there are always strategies you can follow to ask for reviews, testimonials and other support for your marketing case study. Some of our tried-and-true techniques include:

  • Automating as much of the process as possible: Work with the sales or products teams to build feedback into the customer acquisition and retention processes.
  • Focus on top customers: Emphasize high-profile clients that will bring greater brand awareness to your company or highly engaged partners who are eager to sing your praises.
  • Emphasize the cross-promotional aspect of marketing case studies: Some companies need a reminder that this could be further exposure for their brand and additional content they could share in their own campaigns.

3. Gather details and comb through the data

Interviewing client contacts for a marketing case study is an art unto itself. Even the most excited and energetic sources will need some prompting and guidance in order to give you the material you need.

As such, we find that it’s helpful to start the conversation with a basic structure for your case study content in mind. A rough outline should look something like this:

  • Background information about the client.
  • A problem that the client experienced. Keep in mind, some people will need reassurance that the case study won’t paint the organization in a negative light.
  • An exploration of how your product or service helped address the problem.
  • Results from the implementation of this new solution.
  • A description of how the client will proceed forward with this new experience under their belts.

Remember to listen carefully and remain flexible, but focused, during the interview. Put your reporter’s hat on to ask leading questions based on new information. At the same time, if your subject is particularly chatty, you may occasionally need to pull the interview back to its intended purpose.

While you’re taking notes, be sure to highlight any particularly noteworthy or emotional lines as they come up. This can be a real timesaver when you’re looking for pull quotes later.

In addition to the interview, ask for project documentation that can help you understand the scope of the client’s problem and the impact of the support provided by your company. Oftentimes, clients will have metrics that they’re eager to share. After all, they’ve probably already reported these results to internal stakeholders. Even if that’s not the case, ask for any relevant recent reports or raw data you could explore for some brag-worthy numbers.

4. Find the story

Not everybody is an expert storyteller. Some people are prone to add in irrelevant details, deliver information out of order or even to leave out important context. There’s a good chance that you’ll have to rearrange some of the information you learned during your client call. You may also have to conduct additional research or excise some out-of-place meanderings.

Internal subject matter experts can also help you refine the narrative arc for your marketing case study. They’ll clue you into the strategies they use for selling this service and supporting its implementation. Plus, they’ll be able to share their insights about questions that prospective clients might ask.

Make sure that the client is at the center of the story, but don’t be shy about highlighting the contributions of your own organization.

5. Highlight proof points

The story comes first, but proof points can transform your marketing case study from a possible puff piece into an exhilarating example for your target audience.

Whatever claims you make in the text, you should be able to back them up with evidence. At the same time, the proof points you do use should align with the bigger picture.

Obviously, facts, figures and statistics make for some of the most compelling kinds of evidence. However, sometimes the data isn’t in yet. In other scenarios, the qualitative advantages that have been gained are more important than percentages or points on a line graph.

In these situations, quotations and brief customer testimonials can provide additional support for the claims you’ve made.

But how do you handle quotes? Here are a few guidelines to follow:

  • Where possible, use a direct quote that is original, interesting and engaging. Think about claims that would only be credible if they came straight from the speaker.
  • You may have leeway to finesse the speaker’s language. Resist the temptation to wordsmith their speech except in cases that are truly confusing. Informal expressions can add a touch of authenticity.
  • Some situations may require you to write the quote and then have it approved by the person to whom it will be attributed. Try to capture the nuances of their perspective as best you can, and never run the quote without getting a final confirmation.

What are some great case study examples to model after?

B2B and B2C marketing case studies come in all shapes and sizes. Here are a few recent examples that embody all of the strategies we’ve outlined above. If you’re looking for a compelling case study to model your own content after, check out these models.

‘How PayPal empowers people and businesses in a global marketplace’

This PayPal case study profiles how the company uses services from Google Cloud to support more than 300 million customers who use 100 different currencies.

marketing case study service

It’s structured as a landing page that’s well designed and easy to navigate based on the storyline. It also highlights some impressive and relevant proof points right off the bat.

The text and graphical elements are also augmented by a video in which the customer’s voice takes center stage.

At the heart of this story is the notion that finding a reliable digital partner can help your company scale. As such, PayPal is a great aspirational client example, and its story speaks to the hopes that many prospective customers will have about their own business.

We also appreciate how easy Google makes it for potential clients to find additional examples and to take the next step by reaching out to a sales rep.

marketing case study service

‘Disney+ Brand Launch’

It’s hard to think of a recent product launch that received more hype than the highly influential debut of streaming service Disney+. Behind the hype were companies like Midnight Oil, a California-based creative agency.

In this marketing case study for Disney+ , the firm pairs succinct text with high-quality pictures that display Midnight Oil branding collateral in action.

marketing case study service

In this instance, the company was able to leverage the sky-high visibility of its brand partner to help tell the story. Everybody already knows that the launch of Disney+ was a rousing success, so the creative agency gets to focus a little more on highlighting its own contributions.

And showing is always better than telling. Still, the company makes sure that you don’t forget the 10 million subscribers the client achieved on its first day.

marketing case study service

If you want to grow revenue by expanding your potential subscriber base using targeted branding efforts, Midnight Oil makes a compelling case that the agency can help.

‘Rock & Roll Hall of Fame Messages Their Way To Success’

Who says that digital marketing case studies can’t shred?

For our last case study example, we’re going to shine the spotlight on HubSpot’s righteous work with a venerable Cleveland institution.

This in-depth landing page frontloads a quick summary of the premise and some eye-catching stats.

marketing case study service

The Rock & Roll Hall of Fame used HubSpot’s integration with Facebook Messenger to develop a strategy that allowed the museum to connect better with its fans.

A slickly produced video with lots of custom footage sheds light on how the Rock Hall’s content leader found a way to bring out the best from both automation and one-to-one connections.

This case study succeeds because it has an exciting hook, an interesting story and some real results.

How do you distribute case studies? Where do they work best?

How to distribute your case study depends on the audience you’re trying to reach, the story you need to share and the role that this case study plays in your overall marketing strategy.

Take a lesson from the marketing case study examples above. You need to be where your fans are. If your potential customer is on social media, make sure your content is shareable, and consider using a Facebook ad to promote your brand.

But let’s back up one more step.

As our examples illustrate, your marketing case study doesn’t just have to exist as one kind of asset. A custom landing page is a great place to start, but you can spin out content for video and other channels, too. Case studies can be delivered to prospects individually, distributed over social media or shared as part of an email drip campaign. Optimizing your case study landing page for search will help organic traffic find your content, too.

Where marketing efforts meet solid storytelling

It should be clear by now that marketing case studies are more than just a mishmash of numbers, quotes and splashy illustrations. They can take many different forms, but regardless of the media in which they’re found, they’re about creating a story around customer relationships. At the end of the day, aren’t stories what we live for?

Michael O'Neill

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marketing case study service

Mike O'Neill is a writer, editor and content manager in Chicago. When he's not keeping a close eye on Brafton's editorial content, he's auditioning to narrate the next Ken Burns documentary. All buzzwords are his own.

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Mastering the Marketing Case Study: 7 Best Practices

Conversion takes more than demonstrated product quality or expertise, or even quantifiable results. You need a compelling story to tie it all together, and your target audience needs to hear it from trusted sources – their peers. 

Your prospects want to work with a partner that will educate them, help them choose the right services and provide dependable support after the sale. Marketing case studies bring your unique benefits and services to life through real customer experiences that help prospects know, like and trust  your business.

Why Invest in Case Studies?

The best way to share your customers’ successes is to let your prospects hear from them in their own words. Marketing case studies make a memorable impression on your target audience by highlighting how your product or service helped other companies. 

Marketing case studies or success stories should provide detailed examinations of real-life scenarios where your products or services solved a problem or met a specific need. They go beyond mere testimonials and provide a comprehensive narrative that highlights challenges, solutions and measurable results – and serve as a powerful driver to your marketing strategy .

Here’s what to keep in mind to develop an effective marketing case study.

Simply the Best (Practices)

  • Start Strong

Engage your audience with a compelling title and introduction. Don’t be afraid of using an emotional message that helps your readers empathize with your customers’ situation.

  • Identify the Challenge

Clearly articulate your customer’s problem or challenge. Go beyond statements like, “Norm’s Logistics Company wanted to grow.” What obstacles were in Norm’s path? Equipment breakdowns, outdated software, high turnover? 

Provide sufficient context to position the problem as a recognizable pain your prospects share. This sets the foundation for demonstrating how your solution will address their specific needs.

  • Make Your Solution the Star

Describe how you addressed your customer’s challenge. Use a mix of visuals, data and storytelling techniques to make the solution relatable. Don’t get caught up in industry jargon – break down complex concepts into digestible components. 

  • Incorporate Real Results and Metrics

Quantify your solution’s impact with measurable results whenever possible. Use data, charts and graphs to illustrate positive outcomes. Be transparent about the metrics, showcasing the tangible benefits your product or service delivered.

  • Give Your Customer a Voice

Include quotes from your customer to add a human touch to the case study. Authentic, relatable voices build trust and credibility, so try to use their full name and job title as well as their picture. Ask them to share their experience, both before they found your solution and after implementation, to emphasize how your company helped.

  • Remember the Format

Have you seen video trailers that present films as if they’re a different genre?  The shift in framing usually obscures the movie’s original plot and themes, which makes them jarring to watch.

The same goes for your case study. Remember, this isn’t a whitepaper or services overview with a specific client example thrown in. It’s a story that your prospects can connect with to understand how you’re well positioned to solve their needs. Craft your case study as a narrative that presents the journey from pain to solution to partnership.  

  • Highlight Your Differentiators

Emphasize what makes your product or service unique. Showcase the aspects that set you apart from competitors. This approach connects your marketing case study to your overall strategy as well as your Big Story – the message that defines your company’s vision and presents how your solutions set you apart.

Connect to Convert

Crafting an impactful marketing case study requires a strategic blend of storytelling, data-driven insights and a focus on solving real-world challenges that matter to your prospects. By adopting these best practices, you can create compelling narratives that resonate with your audience, establish credibility and ultimately drive business growth. 

As you create your case study library, remember that a well-crafted marketing case study is more than a testimonial. It’s a powerful tool to inspire confidence in your company and illustrate the remarkable experience you deliver to your customers.

Looking for inspiration? We’ve got you covered! Check out the Square 2 case study portfolio  f or examples of how to present client success stories and highlight your innovative, effective solutions.

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Home › Blog › Audience Ops Case Studies › Marketing Case Studies: Everything You Need to Know

Marketing Case Studies: Everything You Need to Know

Sara robinson.

It’s 2024. Your buyers and clients have choices. But they won’t just trust you that you’re the right choice. This is why you need marketing case studies. You need to be able to share with prospective customers why they can trust you, but not be the one to tell them. On a small scale, we all know that seeing an ad may cause interest in a new product or service. If a friend or trusted person tells us that they use and like that product or service, we’re much more likely to make a purchase. 

But your business may be on a much larger scale– sometimes we’re asking people to spend hundreds, thousands, or even tens of thousands of dollars working with us.

Why should they trust us? Because we say so? That would be nice, but that’s not how it works. 

Having samples and portfolios is important, but what can really help push someone from contemplation to purchase is feeling trust that you can deliver. And that final push can often come from well-done marketing case studies.

Hi, we’re Audience Ops and since 2015 we’ve been helping founders and marketing teams with their content marketing needs and have developed thousands of case studies for our clients.

So, we know a thing or two about case studies. While we’d love it if you hired us to help you with your marketing case studies, we also wanted to share what we’ve learned with nearly a decade of experience under our belt.

We put together a series of articles that dig into the different elements of marketing case studies so that you can understand how to create them effectively. Creating case studies can feel like a heavy lift for a founder or small marketing team. Even larger companies may feel like their team’s time is limited and case studies become less of a priority.

Hopefully these articles will help you in whatever stage of case study your company is at: from zero case studies to looking for a better system to get them done, published and moving the business forward.

Everything You Need to Know About Case Studies

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22 Marketing Case Study Examples (With Template)

February 17, 2016 by Will Swayne

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Prospects who aren’t ready to buy – or who are “sitting on the fence” – tend to be resistant to even well-crafted marketing messages.  But a bunch of well aimed marketing case studies can often tip the scales in your favour.

“Sell benefits, not features” is good advice, but benefit-rich copy can actually deter prospects who haven’t reached the decision stage yet.

And too many benefits in the absence of marketing proof elements  can ring hollow in today’s increasingly sceptical marketplace.

We published our first marketing case study back in 2005 and I quickly realised the power of case studies as a versatile and effective marketing tactic.

Why are marketing case studies so effective?

Here are three reasons:

  • Case studies show, they don’t tell. Telling you I can get you more qualified leads is one thing. Showing you how a similar company to yours got 145% more leads with 24% lower marketing costs is another.
  • Prospects are typically curious to understand how others have achieved the results they desire. They will eagerly devour a well-constructed case study.
  • Case studies are also a great tool for closing fence-sitting prospects. For many years I’ve asked prospects why they chose to work with us, and the most common response seems to be, “I was impressed by your case studies” , or “I saw you helped someone in my industry so I figure you can help us too” .

Now let’s look at how to structure and effectively promote a case study, and then some marketing case study examples for you to replicate.

Our Recommended Case Study Template

Here’s the case study structure we’ve adopted which has proven effective:

  • Start with a major headline that summarises the key result achieved: e.g. “Investment Property Strategist Triples Leads In 6 Months” . This gets the prospect excited about reading on.
  • Then introduce the background . In other words, the “Before” scenario.Don’t bore the reader with too many details about the history of the client. But DO provide an insight into the “trigger” that led to them seeking your assistance. e.g. “The client noticed smaller competitors starting to appear ahead of them on Google”. And,   DO talk about the negative effects of the “Before” state. E.g. “New customer acquisition that had previously been growing by 10% every quarter had flatlined for the last 12 months.”
  • Now talk about the solution . Here’s where you explain what you did to achieve the outcomes. I like to list different services or solutions in the form of bullet points. Also, include significant details and facts and figures to add “richness” to the story. Where possible, demonstrate with images, screenshots or other proof elements. Emphasise anything you did differently to the standard approach, or anything that highlights your point-of-difference benefits.
  • Now talk about your results . Results are the crux of any good case study.I like to go with a number of punchy bullet points, populated with specific numbers. E.g . “Lead volume up 75%… New customer volume from online sources up 145%… 1,540 more organic search engine visitors per month.”
  • Include a testimonial from the client. What was their reaction to your work? The “Before-During-After” approach is a good structure for testimonials. A strong testimonial adds texture and credibility to the data in your core case study.
  • End with a call-to-action . This can be relatively low-key. For example, “Contact us to explore how you can enjoy similar breakthrough results.”

You can see more examples of different implementations of this concept on our online marketing case studies page.

How To Promote Your Case Study

A case study that never gets read won’t help you.

Here are some of our favourite promotional methods:

  • Optimise each case study for search engines . A good start is using a <title> tag on your case study pages in the format: “<INDUSTRY> <SERVICE> case study”. For example, “Accountant online marketing case study” or “Car sales lead generation case study” .   This will tend to rank you well for anyone searching for case studies about your industry.
  • Send case studies to your email subscribers . These emails achieve high engagement both as broadcasts, and as “drip emails” within an automation sequence .
  • Create a print booklet of case studies to send to prospects and clients via snail mail or distribute at trade shows.
  • Case studies make great social media updates and can be recycled every few months using different headlines.

22 Marketing Case Study Examples

1. fuji xerox australia business equipment, tripled leads for 60% less marketing spend.

In 90 days, we doubled web lead flow with lower marketing costs.

Read the full case study here.

Paul Strahl , National e-Business Manager

National e-Business Manager

2. Surf Live Saving Foundation

Surf lottery grows online revenue 47%.

Marketing Results delivered tangible business improvements, including 47% higher revenue from digital, year-on-year.

Yin Tang , Surf Live Saving Foundation

Surf Live Saving Foundation

3. ABC Reading Eggs

Integrated search and conversion management for abc reading eggs.

Marketing Results have been instrumental in profitably expanding our ad spend, while removing waste.

Matthew Sandblom , Managing Director ABC Reading Eggs

ABC Reading Eggs

4. MAP Home Loans

From 70 hour weeks to 40 hour weeks with 100% annual growth.

I now make twice as much money, have less stress and fewer hours.

Craig Vaunghan , Principal MAP Home Loans

MAP Home Loans

5. Inkjet Wholesale

Online advertising roi doubles – in just three months.

We couldn’t be happier – conversion rates are up, costs are down, ROI has doubled.

Glenn Taylor , National Marketing Manager Inkjet Wholesale

Inkjet Wholesale

6. Breaking Into Wall Street

Info-marketing business achieves 300% revenue growth with 7-figure profits.

Marketing Results provided the marketing support to grow my annual revenue 300%+. They don’t just advise – they implement.

Brian DeChesare , Founder Breaking Into Wall Street

Breaking Into Wall Street

7. LatestBuy

Brw fast 100 online retailer boosts sales by 45.3%.

Revenue had flatlined… Now it is up by 45%, with over 80% of that due to conversion rate optimisation.

Shaun Campbell , Co-Owner

8. directSMS

More traffic, less cost, lead volume doubles.

More than doubled the number of qualified enquiries via our website for the same ad spend.

Ramez Zaki , Co-Founder directSMS


9. Business Coach and Author, Pure Bookkeeping

Successful marketing automation and 100.95% year on year growth.

50%+ of business comes directly through online channels and none of this would have happened without Marketing Results.

Peter Cook , Business Coach & Author Pure Bookkeeping

Pure Bookkeeping

10. Positive Training Solutions

Higher rankings plus more, higher-quality leads.

Marketing Results excels in strategic and online marketing.

James Grima , Managing Director Positive Training Solutions

Positive Training Solutions

11. Geelong’s Gym

From 5-6 leads a month to 60-70. 10x increase.

We’ve gone from 5 – 6 leads per month to 60 – 70!

Gerard Spriet , Owner Geelong’s Gym

Geelong's Gym

12. Super Finance – SMSF Property

A new pipeline delivering a steady flow of web leads.

Outstanding quality of web generated leads!

Yannick Ieko , Director Super Finance

Super Finance

13. College For Adult Learning – Training Organisation

300%+ more sales with 60% lower cost per sale.

I expect at least another 60% more leads and 80-90% more revenue by continuing to work with Marketing Results.

Rob Golding , Director College For Adult Learning

College For Adult Learning

14. The Gourmet Guardian – Food Safety Programs

4 times more leads and a 269% revenue increase.

Your AdWords strategies have quadrupled leads, almost tripled revenue and reduced my dependence on contract work to zero.

Gavin Buckett , Managing Director The Gourmet Guardian

The Gourmet Guardian

15. Quick Coach – Life Coaching Courses

More qualified sales plus a facebook roi of 1285%.

The results have been fantastic… I have had over 500 potential students opt in via Google wanting to change their lives and those of their clients.

Glen Murdoch , Founder & CEO Quick Coach

Quick Coach

16. Investment House – Property Development

Clients lined up for everything we can find.

We have clients lined up for everything we can find.

Colin Ferguson , Managing Director Investment House

Investment House

17. Cosmetic Surgery Lead Generation

257% increase in qualified lead volume.

In less than a year, our enquiry volume increased by over 257% while increasing the quality and conversion rate of those leads.

Dee Tozer , Managing Director Medici Clinics

Medici Clinics

18. All Suburbs Catering

61% roi gain in less than 5 months….

20% more enquiries for 34% less cost – a compounded gain of 61% in only 5 months.

Jeff Veale , Managing Director All Suburbs Catering

All Suburbs Catering

19. Trilogy Funding

549 qualified sales leads in 3 months.

549 qualified sales leads in 3 months.

Ed Nixon , Principal Trilogy Funding

Trilogy Funding

20. Customized Stickers

Online revenue rockets by 800%.

With Marketing Result on our side, our website revenue has increased by over 800% in only 18 months.

Anthony Khoury , Managing Director Customized Stickers

Customized Stickers

21. Technoledge

Engaging ceos of ideal target companies.

We’re routinely seeing CEOs of Australian hi techs with turnover of $5 million to $50 million (our target audience) opting in and proceeding to self-qualify before they contact us for a meeting. This is what digital marketing is supposed to do.

Tracey James , Director Technoledge


22. First Aid Training

Specialist first aid training company doubles revenue in 6 months.

We’ve streamlined customer acquisition, increased customer lifetime value, and doubled our revenue in 6 months!

Dave Hundt , Director Kids First Aid

Kids First Aid

I encourage you to put these tips into action and see how they work for you.

What other ways have you used case studies effectively in your business?


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What Is A Marketing Case Study? See Examples And Write Yours

  • by Ranu Kumari

Case study written in a red background representing marketing case studies

There are several instances in life when a person can learn from observing the world around him, which also applies to organizations. When a firm wants to understand a product’s or strategy’s success or failure, they turn to case studies. There are several types of case studies out there. Some of them are – a marketing case study, a finance case study, or a case study in innovation.

What Is a Case Study?

Marketing case study format

A case study is a detailed study of a specific subject. This could be a person, group, place, event, organization, or phenomenon. Case studies are prevalent in social, educational, clinical, and business research.

Also, they are helpful in a variety of fields. These include psychology, medicine, education, anthropology, political science, and social work. However, we will look at the different elements of a marketing case study in this article.

Case studies are based on evidence; they begin with a question or problem that requires an answer through research. The researcher then collects information using interviews or observations.

The researcher might even conduct an experiment to test an idea related to the case study. After this data is collected and analyzed, the researcher writes up their findings in an article called a case report or case study report.

Also, a case study focuses on a detailed description of an individual or group experience from beginning to end. A case study does not provide generalizations about the larger population but rather focuses on how an individual or group responded to an event.

Case studies may also involve multiple individuals or groups with similar experiences. Case studies are used for:

  • Testing Hypotheses
  • Exploring an Issue
  • Developing new ideas, theories, Models, or, Concepts
  • Helping you understand specific individuals or groups in detail

What Is a Marketing Case Study

The marketing case study is a persuasive document that uses real-world examples to demonstrate the value of your product or service. It’s a powerful tool for marketing, sales, and customer support teams as it enables them to share the results of their work and how it helped solve a customer’s problem.

A marketing case study is basically a good story. Like all good stories, it needs to have the following elements:

The Incredibles movie.

  • A Hero – This is the main character who is the good guy.
  • The Problem – A situation that puts our hero in a difficult situation.
  • The Solution – The product or service that saves the day. Also, it makes the hero happy.

Approaching a case study like a story is something that will be exciting for marketers. This is because marketers are fond of creating memorable stories for their brands.

However, it is essential to remember that the readers of the case study must be able to connect with it. This also means that they should be able to visualize themselves in the main character’s shoes.

Why Should Companies Write a Case Study?

Marketing case study advantages

Writing a marketing case study is hard work. It is not as simple as writing a blog post. This is because a case study has a large number of data points. All of them have to be accurate. Also, when a firm intends to mention a client by name, they need the necessary approvals. This can be a time-consuming process.

However, there are many compelling reasons to create a marketing case study. Here, we look at those reasons in some detail.

Demonstrate the power of your product.

Case studies can be effective marketing tools because they show your audience what your product or service can do for them and are much harder to ignore than an ad or blog post.

Build customer loyalty.

Keeping in touch with happy customers will allow them to voice their opinion about your business. However, it will also allow them to reaffirm why they chose your business in the first place.

Enhance Sales.

When a salesperson has case studies to share, it’s an opportunity for them to talk about the benefits their product or service can have for the customer. Also, they can speak about the resounding reception of the product . This, in turn, leads to an increased volume of sales.

Multi-Format and multi-purpose content.

Testimonial quotes and data snippets from your customers make great calls to action on various pages of your website. These could be your homepage, product and service pages, landing pages, etc. You can also repurpose these into PDFs, ebooks, videos, and infographics.

An opportunity to tell your story.

Case studies allow you to share your story, showing readers that your products and methods are effective. This makes for a fantastic form of advertising because it’s not pushy or over-the-top.

Earn Trust.

Case studies help convert positive customer opinions into tangible data that prove your value. In fact, a vast majority of marketers trust this type of content.

How to Write a Marketing Case Study

This section will look at how to write a high-impact and persuasive marketing case study.

Clear Headline.

The headline should share the most critical information about the case study. It should be able to capture its essence in a single sentence.

Write about someone your customer can relate to.

One should know their target audience before working on a marketing case study. They must know the industry the readers are a part of.

Ultimately, the audience must understand that the author is knowledgeable about the industry. Also, they must understand that he knows the customer’s pain points and can provide a solution for them.

Provide a summary.

A marketing case study should start with a crisp summary. The history of the firm, the industry it is a part of, and its leading products or services must also be covered in the summary. Also, the summary should introduce the client.

Narrate the complete story.

You must have got the gist by now. A marketing case study is a fantastic opportunity to tell your story. Furthermore, it is essential to tell it well. As always, one can rely on the STAR framework to make a good business story.

STAR framework in marketing case study

S – Situation: What was the situation that your brand was facing? How did it affect the customer? And, how did it affect you?

T- Task: What did you have to do to fix the situation?

A- Analysis: What approach did you use to analyze the problem? Also, what are the steps to solve it?

R – Result: What were the results of your efforts? To what extent did you solve the problem?

One can also report aspects such as improvement in customer satisfaction. Also, regular follow-ups with a select group of customers can get their feedback on after-sales service. It helps to focus on the long-term and emotional benefits as well.

The case study should be easy to read.

A marketing case study cannot be in the form of continuous text. Otherwise, people will doze off while reading it.

Rather, it should contain a small paragraph, and one must make sure that the case study includes headers, tables, images, and text. This will help improve SEO. It will also make the case study easy to read.

One can include short videos, infographics, and other multimedia to make the case study even more compelling.

Use actual facts and figures.

When writing case studies, it is always better to use actual data . This lends credibility to a person’s work instead of vague terms like ‘increased sales’ or ‘tripled footfall.’

One must mention whether the footfall has grown from 100 to 300 or from 2000 to 6000. Also, one must use charts and graphs to convey the meaning and scale of the data. Finally, any number is meaningless without context. Always remember to present the data points with some reference to the context.

Outline clear strategies

When an organization sets a challenging goal and achieves the target, it calls for a celebration and a marketing case study.

One should always substantiate strategies when discussing the reasons behind the firm’s success. For instance, targeting only the middle of the funnel, customers saw conversions increase from 50 to 75 per month.

Experiment with different formats

Case studies need to be put into text formats all the time. One can play around with different formats to see what works best. It could be a video interview where the customer talks about his challenges.

However, the end objective of the case study remains the same irrespective of the format.

The problems of the customer and how your product solved them for him.

Case studies can also be in the form of brochures, webinars, or podcasts. Another advantage of different formats is that the content will appeal to a wider audience.

Case studies must be easy to find

The case studies must be presented in a prominent section on your website. Further, they have to be optimized for search. Also, all case studies must be promoted on social media and by email.

Marketing Case Study Examples

In this section, we will look at some case studies examples. These case studies demonstrate how to present a sticky situation and its solution in a wonderful manner.

Porch case study

Fractl marketing case study

This case study details a year of content marketing that resulted in 931 unique domain links, 23,000 monthly organic visits, and more. The content marketing agency Fractal worked with Porch to achieve these results.

This is a great way to demonstrate your ability to deliver the desired results without disclosing confidential information. Also, these case studies give confidence to other companies in the same industry. You can read the case study here.

IDEO case study

IDEO marketing case study

This case study shows that IDEO aims to transform the airport experience by putting passengers first. They have presented the facts exceptionally well. The case study explains how the firm helped Pearson International Airport respond to the challenges of the COVID-19 pandemic.

The entire case study is divided into three parts: the challenge, the impact, and the outcome.

Another good thing is that there are visuals and images to break the flow of text. You can find the case study here.

Chevrolet DTU case study

Chevrolet DTU

This case is an excellent example of how a well-known brand fuels the reader’s curiosity. Here, the initials DTU are used. Everybody was interested to know what the abbreviation stands for. Well, DTU is ‘Discover The Unexpected.’

A mix of images, videos, and bullet points sustains the reader’s interest. One of the best things about this case study is that only the name of the brand is used to catch the audience’s attention. You can read this case study here.

Omnichannel Challenge – Bitly Case Study


Bitly uses a PDF format for all its text-heavy case studies. The case study in question is one of an e-commerce company, Vissal. The entire case study consists of different sections, such as ‘The Goal’, and ‘Top Omnichannel Obstacles.’

Also, it includes images in ‘The Set Up’ and ‘The Launch.’ The PDF is available for download and opens up in a separate window.

The colors and text used follow Bitly’s brand guidelines. It shows that a PDF is an excellent format for a case study. However, it is essential to keep the case study short. This case study is available here .

Some disadvantages of case studies

People write case studies so that learning from one situation can be applied to other similar situations. However, that does not always happen. This is because each situation has its unique nature.

Also, case studies can become theoretical in nature. This is even though they are based on real situations.

Marketing Case Study Examples: Best 15 to Learn From

Do you want to showcase your products and services to prospects? A pleasant and appealing website and engaging videos are a good start, but is it enough? To find out, consider examining some marketing case study examples and determining if there are additional strategies you could use to showcase your offerings to potential customers better.

A great website, social media presence, and targeted messaging are all essential to growing your business. But gradually building authority in your niche by boosting your credibility is an altogether different affair. You need to spice things up to make a super impression on your future customers.

And that you can do with a convincing case study!

But simply finding a basic template online and duplicating it for your case study can never be enough. This article will give you the top 20 marketing case study examples that masterfully communicate with your audience, driving your message home.

What is a Marketing Case Study?

A marketing case study contains various information, quotes, statistics, etc. It is like telling a story of how your agency helped a brand solve a problem or excel in the market. In fact, a good case study must be filled up to the brim with quality research. Every result or quote must have a fact or statistics backing it up.

Furthermore, a marketing case study must not be unnecessarily elaborate. In other words, every sentence you put in it must be relevant to the target audience. If it is on point and precise, it is sure to rope in new customers for you.

Marketing case studies can be displayed on your company’s website. It works as proof of what you’ve done, how you’ve done it, and so on. Some companies also choose to make their marketing case studies a part of their sales presentation while pitching to new customers.

Either way, you choose to use it, a case study is an essential customer acquisition tool you must operate properly.

Why Are They Important?

  • It provides formidable social proof to your company.
  • It gives your target customer the complete picture of what to expect from your brand.
  • A case study is a perfect tool for your company to build trust, as statistics and quotes from previous customers support it.
  • There’s a range of different ways you can prepare a case study, from text-heavy and video-based to infographics.

At a time when 9 out of 10 consumers look for customer testimonials or other kinds of social proof before making a purchase, case studies are immensely vital.

Want to know how to create a great one? Here are some examples of a marketing case study done right!

Top 15 Examples of Marketing Case Study

1. the whole package by ideo.

The Whole Package case study

IDEO is a design company that partnered up with H&M to help the latter remove plastic from their packaging. Their case study , ‘The Whole Package,’ is quite simple and direct. But when it comes to driving the point home, you can say it ticks all the boxes.

Furthermore, this IDEO case study has been neatly categorized into sections. Coupled with the masterful use of visuals with crisp and convincing copy, this marketing case study is an excellent example of a comprehensive one.

2. Chevrolet DTU by Carol H Williams

Chevrolet DTU. Caril H Williams case study.

When your client is a world-renowned name, why hide it? That’s what this case study teaches us. In fact, what better social proof than showing the world look “the brand that billions of consumers trust chose us, why can’t you?”

Engaging subheadings throughout this Carol H Williams case study further make it a convenient read.

Remember, no matter how convincing your statistics or facts are, try not to intimidate the reader. Feel free to have many sections; prefer crisp pointers over fluffy paragraphs.

3. In-Depth Performance Marketing Case Study by Switch

Performance Marketing case study.

When it comes to performance marketing, many abbreviations and jargon are involved. Some readers might find it a major turn-off. This marketing case study by Switch masterfully shows how you can avoid sounding scary in this way.

This one dedicates a page to each of the results they got for their client. For instance, the Facebook Ads results have their own page, and it has been so simplified that even a non-marketer would understand. That’s what makes this case study stand out.

4. Gila Rivers by OH Partners

A great marketing case study example by OH Partners.

A picture speaks a thousand words. And this case study shows just how you can use pictures to prepare the perfect case study. Using pictures, OH Partners have communicated what they’ve done for their clients and what their future customers can expect regarding results.

The marketing case study is visually appealing, thanks to elegant pictures that make it easy on the eyes. Even if you have no prior knowledge of marketing or OH Partners, the case study’s style is backed up by convincing statistics, which helps to make it one of the top examples in the field.

5. Capital One on AWS by Amazon

This case study is for companies working for clients for a long time. This Amazon case study features several articles detailing how Capital One benefitted from AWS over the years.

Starting from 2016, these articles elaborate on every aspect of Capital One being on AWS. So, is there a client you have been serving for years? Have they benefitted from your services or product in various ways? If yes, this is an approach you can take.

6. Acoustic by Genuine

A simple but effective marketing case study.

Simplicity, as they say, is often all you need to make a lasting impression. And this case study by Genuine is truly a masterpiece in simplicity. First, it goes directly to the point and uses minimal text to drive the message home.

With neatly divided sections, this marketing case study is as simple in the text as in the visuals. Neither the colors nor the visuals are shouting at the reader from the screen. What it teaches us? Well, you don’t need to write a lot or use loud visuals to communicate effectively with the target audience.

7. Customer Success Case Study by Convoso

This one might not be as simple in name or feel as the previous one, but it is as effective. How? Because as soon as you lay your eyes on this Convoso case study , you notice the 300% boost. And if you’re a potential customer looking for a similar, you can hardly ignore it.

Another striking characteristic of this one is its vivid use of colors. Even though this 11-page PDF might seem a bit lengthy to some, the easy-on-the-eye color palette makes it quite readable. So, don’t ignore the visual aspect is what this marketing case study example teaches us.

8. The Hunt Club Case Study by Happeo

The Hunt Club Case Study by Happeo

This is a case study written entirely from the perspective of the customers. Yes! Every paragraph in this Happeo case study contains quotes from Hunt Club, the company that chose Happeo’s solution.

An elaborate embedded video further does the trick for this one. But if we were to glean one thing from this case study, it has to be the fact that Happeo has told its own success story in the words of the customer.

Can a case study be any more of a social proof? We think not!

9. NetApp Case Study by Evisort

The unique thing about this one is that it starts with an overview of the client. Evisort sets the groundwork for its message right at the beginning. Once they’ve informed us about their client’s nature, they gradually move on to the problem solved.

For one, this follows the marketing case study thumb rule of always focusing more on the client. Secondly, it prepares a solid base for the reader, helping her clearly understand what has been discussed in the coming segments.

But there’s another important thing about this Evisort case study . It tells the story of the solution focusing on a particular era, the pandemic in this case. You can also employ this strategy and give more context to the solution you provided to your client.

10. The Met by Fantasy

A complete redesign of the Metropolitan Museum of Art.

How to showcase a nice and responsive website you created for a client? The simplest way is to put snaps of the website in your case study. And that’s what this Fantasy case study has done so masterfully.

What this case study teaches us is that you don’t have to write a bunch of stuff or put in statistics everywhere. If the result you provided to your client can be showcased visually, why not use the case study to do just that?

In Conclusion

Marketing case studies are one of the best ways to build credibility and trust with potential customers. They also help you generate leads by showcasing your expertise and proving that you can deliver results. Most importantly, they can help you win over new clients by showing them what to expect from working with you — and how much better things will be when they do.

So, these were a range of marketing case study examples and what we can learn from each. Which one was your favorite? Is there a pattern you identified? To be clear, each of these examples was unique and innovative in its own way. You can go ahead and pick a style and focus for your case study.

In a nutshell, relevancy matters the most if you want your case study to expand your business. So, instead of blindly following any of the examples we have listed, make your own mark with a compelling marketing case study.

We wish you all the best in your customer acquisition and expansion efforts. And we hope this article was of great help to you.

Related posts:

marketing case study service

Ranu Kumari is a Professional Writer and a Marketing enthusiast who currently runs her own Marketing Consultancy, LatitudeBOX. She has written promotional articles for multiple brands and has published her work in Scopus indexed journals. She is passionate about expressing her thoughts and ideas to connect with her readers in a voice that they understand.

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12 great case study examples (plus case study writing tips)

marketing case study service

GatherContent Contributor, Writer

5 minute read.

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This long-form content style is also becoming more common as more marketers discover its value. According to Hubspot’s 2021 State of Marketing report , more than 30% of marketers use case studies as a primary marketing media—up from 13% in 2020.

If you’re new to the world of case studies, we’ll be diving into what case studies are, why they’re important, and how to create your own. We’ll also highlight some compelling case study examples that you can learn from.

What is a case study?

A good case study highlights customer stories showing the following:

  • The problems the business faced before using a product or service
  • How the product or service proposed to solve the problems
  • The before and after of using a product or service
  • The measurable positive impact of the product or service on metrics such as click-through rate, website traffic, or sales

While case studies are most often product or service-focused, sometimes businesses use them to share their brand or founder story.

These types of case studies typically focus on organizational progress, such as how they grew their revenue or website traffic. One example is this Outfunnel case study on how the team saved over 80% of its time with user onboarding.

Why are case studies important?

They may not suit every business. But case studies are beneficial, for example, for helping SaaS brands reach future customers.

If they make sense for your industry, case studies should be an important part of your content marketing strategy for many reasons.

Three reasons you should incorporate them as soon as possible are:

  • To provide value to your audience: At its core, the best marketing doesn’t just drive sales; it serves its audience. Case studies are a brilliant way to teach your audience tips they can incorporate into their businesses. It can also serve as research for industry experts to quote.
  • To show off your expertise: A great case study is a perfect blend of data and storytelling. It showcases your expertise to your target audience, most likely dealing with similar issues. By telling a good story in your case studies, you’re essentially saying, “Look how we made everything better for X client—we can do that for you, too.”
  • As social proof: Because case studies are available to the public, they’re undeniable social proof—better than hard-to-believe testimonials with client initials. This makes them extra valuable as MOFU and BOFU content ; they can drive sales at the click of a button.

Good to Know: Not sure how to use case studies? They work well as lead magnets, landing pages, repurposed blog posts, and, if you have the capacity, even video content!

12 real-life case study examples to bookmark

Reading about the mechanics of case studies is more straightforward than writing case studies from scratch.

That’s why we’ve gathered 12 real-life marketing case study examples you can review before you embark on creating yours.

1. GatherContent | University of Edinburgh

GatherContent case study example

What works: In this great case study, GatherContent includes quotes from the client (the University of Edinburgh) about how their software has improved their content workflow. This adds a human element and will help readers with the same issues identify with the client.

View more GatherContent case studies .

2. Omniscient Digital | AppSumo

Omniscient Digital case study example

What works: Omniscient Digital includes client feedback in video format and shares the results they achieved in a digestible bullet point format.

3. | Vissla case study example

What works: Besides hosting this case study on their website, provides a PDF link that can both be viewed online or downloaded. Plus, the PDF is visually appealing and easy to read.

4. Asana | Autodesk

Asana case study example

What works: Asana leads with their impact and includes basic information about their client to the right of the page so the reader immediately gets bite-sized background information.

5. Shopify | Bombas

Shopify case study example

What works: Shopify includes a video in their case study, as well as multiple eye-catching images of Bombas products. This ensures that the case study serves both companies, possibly generating customer interest in Bombas socks.

6. Outfunnel | Alight Analytics

marketing case study service

What works: Outfunnel has repurposed its case study into a blog post, which increases its visibility. The study is also full of client quotes, which adds valuable social proof.

7. Sapling | Zapier

Sapling case study example

What works: Sapling also shares quick preliminary information about Zapier on the left panel and includes several screenshots to show the impact of their product on the company’s processes.

8. BigCommerce | Skullcandy

marketing case study service

What works: The quick metrics in bold hit readers quickly and highlight BigCommerce expertise to potential customers even before they read the entire case study.

9. Google Ads | L’Oreal

Google ads case study for L'Oreal

What works: Video format. Few things beat hearing the client praise the service and explain the process and results of the campaign in their own words.

10. ActiveCampaign | Your Therapy Source

ActiveCampaign case study example

What works: ActiveCampaign efficiently showcases the problems and solutions before delving into how they helped the client achieve desired results.

11. Intuit | Xenex Healthcare

Intuit case study example

What works: The main benefit is highlighted on the first page of the PDF and the rest of the study delves into the process and the nitty-gritty of the product’s impact.

12. Grayscale | Upwork

Grayscale case study

What works: This page features minimal text. It focuses on quotes from decision-makers at Upwork and ends with a call-to-action that will likely drive conversions.

How to write your own case study

How can you write engaging, effective case studies like the examples above? Here are six steps.

1. Identify a worthy case

Think of projects—either for yourself or for clients—that got outstanding results. Then, whittle it down to the cases that your target audience is most likely to relate to , perhaps because they experience the same problem or have the same goal as in the case.

2. Reflect on your chosen case

Once you’ve decided on the case you’ll start with, do some deeper reflection on the details. What was the project goal? What challenges did you encounter along the way? How did you overcome them to reach your goal?

3. Think about differentiation

Take the last step even further and think of anything you did differently than others might. Did you an experimental tactic or strategy or create a custom solution? If so, use those details to subtly show potential customers why they should be interested in what you have to offer.

4. Gather quotes

Next, get hard-hitting quotes from project stakeholders or clients. Having their thoughts on goals, project obstacles, the solutions provided, and the outcomes will make your description of the case more credible.

5. Draft your case study

Time to turn the details you’ve compiled into a case study draft. How? We’ll talk about the best format for case studies shortly.

6. Add visuals

Next, create visuals that will reinforce the main points of your case study. These could include:

  • Charts or screenshots to show the change in metrics before and after the project
  • An infographic to give a brief visual overview of the case
  • Pictures of deliverables (e.g. a web design agency might show a picture of the new site it designed for a client)
  • Product images such as screenshots from within your software that was used on the project

After any designated reviewers and approvers give their stamp of approval on the case study, it’s ready to be published and promoted!

What’s the best case study format?

We’ve seen A+ examples of case studies and gotten some more context on how to create them for your brand or organization. Now, it's time to get to work. As you do, remember to include the following vital sections in your case study format:

  • Client name and profile
  • The problem
  • Your solution (and screenshots!)
  • Before and after ( real results with data)
  • Appealing visuals, photos, illustrations, infographics, charts, and graphs
  • A memorable CTA

Ready to get started? Thankfully, you don’t have to go it alone.

GatherContent—a powerful tool for case study creation

GatherContent makes it possible to keep track of all your case study research —even while working with your marketing team. You don’t have to guess what stage the piece is at or consult another tool to know when your part is due or who to pass the torch to.

GatherContent is a content hub that helps you keep all your content creation in one place , whether you’re writing blog posts, email newsletters, social media posts, or case studies. With content modeling features like Components , you can effortlessly maintain brand identity throughout all your case studies.

Read more customer success stories here to learn more!

Techniques for collaboratively prioritising content

Learn six collaborative methods for prioritising content so your team can be aligned and have confidence in the content being published..

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marketing case study service

10 Best Case Study Examples for Marketers

  • Written by: Rishabh Pugalia
  • Updated: January 2, 2024

Did I miss any points? Let’s connect on LinkedIn .

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Case studies give confidence to the ICP in their purchasing decisions . Shared as marketing collateral, the best case study examples carry strong social proof of how businesses or people have benefitted from a product.

The studies take a closer look at what works and how. They are especially useful for testing out the successes of SaaS products for their specialized nature. The ICP is not just reassured but also helped with a step-by-step solutions guide to boot.

Customer stories and a user reports-based b2b example of a case study get prospects to think – “If they can do it, why can’t I?”. This triggers a FOMO reaction, nudging prospects to move faster along the sales funnel.

It’s no coincidence that 73% of the most successful content marketers today use case studies. Further, nearly 50% of SaaS companies say case study in content marketing has improved their sales. ( Forbes , Sept 2022)

Here’s what some marketers think are benchmarks for product case study examples to stand out:

Today, there are many ready-to-use DIY apps for creating strong content. You can sign up for a free account with most of them. Check out:

  • Figma and ClickUp for customer story and report templates .
  • Videopeel for video feedback sharing.
  • Flourish for interactive data visualization and more.

To be honest, currently, there are way too many apps in the content creator’s toolkit. It can easily get overwhelming and lead to messy workflows. That’s why we find so many case studies ending up in the “white noise” of content marketing.

The result? Fancy graphics and meaningless fluff fill up the pages. BUT marketers fail to tell the world what kind of problems their products have solved and how.

We will assess some content examples later in this article to see which features stand out in case studies for marketing use cases.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

marketing case study service

What Is a Case Study?

A case study in marketing is a narrative on how a product/service solved a real-life challenge for a customer. The study is backed by results, documentary assurances (like a customer video testimonial), and data .

Case studies are good for attracting new buyers. You can see how prospects are constantly interested in learning about various products. They find it doubly interesting when their queries are not addressed from a sales perspective.

Reason? Fact-based content like case studies seem less salesy and, thus, more authentic.

In many particularly good case study examples, storytelling formats are used to introduce a customer. From there, the customer starts narrating the product story, not the brand.

Here is what such a format can capture:

  • Introduction to the customer:  He/she is a relatable profile for the ICP.
  • A brief rundown of the problems: Talks about the pain points set in real-life situations.
  • Various product touch points: Sheds light on the buyer journey. Beginning from the customer’s first encounter with the product to the consultation and, finally, the big buy.
  • The product as the solution: Elaborates how the product simplifies tasks, followed by the delivery of measurable results.
  • Resolution process: Breaks down a product’s resolution process into stages – this helps measure the buyer journey against a timeline.
  • Concrete outcomes: Many specific outcomes are listed in the conclusion.


  • Build trust using Remote Video Testimonials
  • 15 Video Testimonial Questions to Ask Your Customers

Types of Case Study

A marketing strategy matures by developing a full-funnel scope. Meaning — it guides the buyer journey from the top to the bottom of the marketing funnel stages. It begins with Awareness then comes Interest, then Desire, and finally Action – covering the entire AIDA spectrum.

So, should case studies be part of your round-the-funnel toolkit?

We’ve noted a few style formats to help you understand.

1. Problem Solution

This one makes your customer the key individual on a hero’s journey . They face various challenges but overcome them and ultimately succeed with the help of your product. It’s like your product is the wise guide, like Mr. Miyagi in ‘Karate Kid,’ helping them along the way.

We studied case study examples in the problem-solution format. They are custom-suited for prospects taking an interest. If they find a viable solution in your product, there is a good chance they will convert.

  • The customer is introduced to an adverse situation
  • The problem statement is delivered in the customer’s own words
  • A solution is explored through your offering
  • Measurable data is given to back claims of success
  • Impact statement (again, delivered in the client’s own words)
  • The best examples of case studies call for readers/viewers to experience similar success

Check out the Amazon customer story mentioned below of how Scenario used AWS Generative AI to produce 100,000 images daily.

marketing case study service

It scaled their productivity within 2 months – and that’s a great story!


Click here to learn how to choose the best provider.

2. Before/After

So, your product makes a difference. How about making that visible?

Before/after case studies rope in visual learners present across the funnel stages. Here’s what they do:

  • Product is vividly shown: Raises awareness level by several notches
  • Parks viewer interest: Prospects’ doubts are answered with FAQs and visuals indicating solid outcomes
  • Assures with market and social proof: Triggers conversions

Consider this Salesforce case study example.

marketing case study service

It builds a story around Spotify coming to grips with personalized marketing at scale (propped by data silos). Soon, Salesforce’s Marketing Cloud transformed the scenario.

marketing case study service

We know how to sell your story using your product UI

3. Success Story

People make emotional decisions (not necessarily all bad ones), even in business! Marketers are largely in the practice of using emotion to their selling advantage. See below:

marketing case study service

Many branding case study examples that we studied (of Gong, Ramp, Asana, Shopify, and more) use the format of a customer’s success story. By telling the story of a challenge overcome, these brands anchor mainly on their prospects’ mental state . It covers people’s deeply felt wishes and aspirations.

There are ways to get your ICP’s attention with emotional appeal in all varieties of content. One particular example of case study which we studied showed how that is possible for factual content types as well.

  • Build a case study on a theme of struggle anyone can empathize with (migration, recession, gender inequality)
  • Let the story build up to a point where the customer’s quality of life improves when your product solves a particular problem
  • Give data to support your claims
  • End with an empathic call to action: “Need help with something similar? Chat with us.”

Remember, empathy prompts knee-jerk reactions and pushes forward buying decisions for prospects still in doubt.

4. Interview Style

The Q&A style is aptly called the “ Crisco ” of content marketing. In case studies, an interview-style Q&A smoothens the creases in introducing a problem. Next, it goes on to deliver nuanced views on the problem.

Here’s what makes a Q&A case study so convincing:

  • Unfiltered user perspectives
  • Two or more viewpoints shared (depending on the number of users participating)
  • Pinpointed questions, bringing out specific outcomes of the product

The spontaneity of video case study examples in the interview style is hard to top in any other format. It also gives businesses the perfect opportunity to use information shared by users through their questionnaires (check this OliverWyman sample).

10 Best Case Study Examples

In product marketing, case studies strengthen the resolve of prospective buyers about their purchase. We discovered that particularly great case study examples offer facts and customer stories that prospects can trust.

The studies also help set realistic expectations before people decide to finally buy something. We have put together 10 case studies with special features. Reproducing certain specifics, as highlighted in the samples below, will increase the chances of getting your ICP’s attention on your content.

1. Content Beta

marketing case study service

Type: B2B Journey Summary: A creative design company handled the end-to-end video production process for a software firm. They also solved brand alignment and scaling problems by offering a CaaS (creative as a service) solution. What we Liked: Before/After comparative diagrams and business impact quantified with data

marketing case study service

Category: Collection of customer stories Summary: An app for managing corporate expenses saves time and worries What We Liked: The video of a customer speaking of their journey, the minimalist design, collection of customer stories as a case study

marketing case study service

Category: Success Story

Summary: Efficiency for a team increases significantly with a remote work management solution

What we Liked: Creatively featured quotes to create scroll-stopping points

marketing case study service

Summary: A revenue intelligence platform optimized sales pipeline

What we Liked: Multimedia embedding, light interface, and stylish use of different fonts

marketing case study service

Category: Customer Experience

Summary: A web3 marketplace increases visibility for an art project

What we Liked: Showcase of finished creatives, bright layout, and use of GIFs creating a playful aesthetic

marketing case study service

Category: Customer Story Gallery

Summary: An eCommerce company lists case studies about the many ways it has helped small businesses sell their products

What we Liked: These company case study examples can be filtered according to industry, product, region, use case, and others

marketing case study service

Category: Interview-style

Summary: A homestay marketplace presents the opportunity for ‘experience hosting’

What we Liked: Use of candid conversation in interview style, personal storytelling

marketing case study service

Category: Problem Solution

Summary: A conversational marketing company helps increase market-qualified leads for a search-as-a-service platform

What we Liked: This example of a case study has a forward approach with a comment on future plans

9. Biteable

marketing case study service

Summary: An on-brand video maker helps make professional-looking videos quicker

What we Liked: Clear metrics and video marketing tips shared at the end

marketing case study service

Category: Experience Story

Summary: An e-commerce company focused on handmade goods and craft supplies helps build a curated vintage article shop

What we Liked: An aptly placed CTA, in this case study example, deepens the curiosity that the title creates for the reader

Case Study Format

As the curated examples suggest, case studies for marketing can take inspiration from different creative styles. Brands today experiment with — multimedia embedding, first-person narrated user-generated content, visuals-centric skimmable forms , etc, to create their case studies.

Regardless, the underlying bare-bones structure of a case study needs to remain constant. Only then can you bring out the distinct flavor of this content type.

Our survey of different business case study examples reveals a format like this:

  • Introduction: Gives background to the customer and the challenge scenario.
  • Problem: Studies the main difficulty the customer was facing.
  • Resolution: Gives an overview of the product or service the customer comes in contact with.
  • Advantage: Summarizes the top benefits of the solution – why it was the appropriate selection.
  • Outcome: The affirmative business result stems from the solution and advantages.

Having a standard structure is useful for many reasons. It allows the creative team working on a case study to understand exactly which pieces of information and assets to look for. At the same time, there is flexibility to highlight the USP of your business.

How to Write a Case Study

Case studies are factual and data-oriented . Research papers are quite the same. Only, they don’t tell a story.

When we placed some product case study examples under the scanner, different storytelling frameworks were found. Some were structured as a “hero’s journey,” while others were mindblowing success stories. We noticed all of them had a clear beginning, middle, and end corresponding to:

  • Scenario and problem
  • Product and solution
  • Results and Quantifiable Outcomes

Our close reading of the case studies also gave us insights into writing them for the desired effect on prospects. Here is a process breakdown:

  • Give the study a title indicating the problem your product has solved:  This will create an instant connection with your ICP, who are trying to solve similar challenges.
  • Introduce the customer with the background:  This Freshbooks case study example focuses on a client who is a young mother surviving a recession while trying to run a business. The scope here for creating an emotional connection with the ICP is strong.
  • Present the problem and tie it to the product:  This is the core of your content. Many B2B case study examples we came across had this part as the lengthiest segment. You may show how the customer tried other ways of dealing with the problem before discovering your product.
  • Bring out the solution: Deliver a vicarious experience for your ICP by going into the details of the customer’s journey. Trace it from product purchase to onboarding and use the solution for one or more use cases.
  • Demonstrate the results: Plug data in to support the positive outcomes from your solution. Here, data covers more than numbers. Customer quotes, polls, and reviews found on business after product use count as data, too.
  • End with a CTA: Invite prospects to experience the explained product benefits themselves. Instead of a buy button, try lead nurturing with a demo request or a ‘learn more’ CTA. Gives you more time to strengthen the lead before attempting to convert them.

Why Choose Content Beta?

If you are running a company with a small crew, surfing case study examples of multiple delivery format options, narrative styles, and new design elements can slow down your workflows. Yet, competitor research and the continuous creation of case studies remain essential for the marketing strategy of any Saas product.

This is where the Content Beta’s skilled design team can add value.

Get Content Beta’s Creative as a Service for a video (in case you want to make a video case study) and the design team on standby for a fixed monthly cost.

We are a 4.5+ rated team on TrustPilot with a proven track record of delivering well-researched case studies on time. Our team makes content creation a thoroughly collaborative process with these cutting-edge functionalities in our work portal:

  • Credits Roll Over: Unused credits are transferred to the next cycle, so you don’t have to pay for anything extra. Learn more about our pricing .
  • Quick Revisions: Add your comments to a creative in the making.
  • Cloud Storage: Upload all brand assets you want the case study to feature.
  • Collaboration: Invite your team to collaborate on the project

Schedule a call with us today!

We take inspiration from as many case study examples as possible when creating one for our brand (or our clients). Surfing through different samples increases our options for creative storytelling and gives insight into what other businesses are doing.

The range of innovative elements found in case study design examples on the web is multiplying by the day . Think – animations, UGC snippets, AR and VR segments, microlearning modules, and more.

Keeping an inventory of curated examples just helps you find relevant materials quickly.

The key elements of a marketing case study are:

  • The problem statement or scenario,
  • The product as the solution,
  • Quantitative results.

The best practices for writing a marketing study are:

  • Quoting excerpts of customer-speak about your product and brand
  • Giving data to support statements
  • Presenting in a skimmable and visually rich format
  • Placing a CTA to progress lead nurturing

The common mistakes to avoid in case study writing for marketing are:

  • Not focusing enough on customer experience
  • Writing in a jargon-heavy language that buyers cannot understand
  • Not providing data to back claims of success for your product

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Case study definition

marketing case study service

Case study, a term which some of you may know from the "Case Study of Vanitas" anime and manga, is a thorough examination of a particular subject, such as a person, group, location, occasion, establishment, phenomena, etc. They are most frequently utilized in research of business, medicine, education and social behaviour. There are a different types of case studies that researchers might use:

• Collective case studies

• Descriptive case studies

• Explanatory case studies

• Exploratory case studies

• Instrumental case studies

• Intrinsic case studies

Case studies are usually much more sophisticated and professional than regular essays and courseworks, as they require a lot of verified data, are research-oriented and not necessarily designed to be read by the general public.

How to write a case study?

It very much depends on the topic of your case study, as a medical case study and a coffee business case study have completely different sources, outlines, target demographics, etc. But just for this example, let's outline a coffee roaster case study. Firstly, it's likely going to be a problem-solving case study, like most in the business and economics field are. Here are some tips for these types of case studies:

• Your case scenario should be precisely defined in terms of your unique assessment criteria.

• Determine the primary issues by analyzing the scenario. Think about how they connect to the main ideas and theories in your piece.

• Find and investigate any theories or methods that might be relevant to your case.

• Keep your audience in mind. Exactly who are your stakeholder(s)? If writing a case study on coffee roasters, it's probably gonna be suppliers, landlords, investors, customers, etc.

• Indicate the best solution(s) and how they should be implemented. Make sure your suggestions are grounded in pertinent theories and useful resources, as well as being realistic, practical, and attainable.

• Carefully proofread your case study. Keep in mind these four principles when editing: clarity, honesty, reality and relevance.

Are there any online services that could write a case study for me?

Luckily, there are!

We completely understand and have been ourselves in a position, where we couldn't wrap our head around how to write an effective and useful case study, but don't fear - our service is here.

We are a group that specializes in writing all kinds of case studies and other projects for academic customers and business clients who require assistance with its creation. We require our writers to have a degree in your topic and carefully interview them before they can join our team, as we try to ensure quality above all. We cover a great range of topics, offer perfect quality work, always deliver on time and aim to leave our customers completely satisfied with what they ordered.

The ordering process is fully online, and it goes as follows:

• Select the topic and the deadline of your case study.

• Provide us with any details, requirements, statements that should be emphasized or particular parts of the writing process you struggle with.

• Leave the email address, where your completed order will be sent to.

• Select your payment type, sit back and relax!

With lots of experience on the market, professionally degreed writers, online 24/7 customer support and incredibly low prices, you won't find a service offering a better deal than ours.

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The Art of Storytelling: How to Effectively Sell Case Studies as a Service to Business Owners

case study marketing

In today’s highly competitive business landscape, standing out among the crowd is more critical than ever. As digital marketing continues to evolve, one proven method of engaging and retaining customers is through the power of storytelling.

Among the many storytelling techniques available, case study marketing is emerging as an incredibly effective way to showcase a company’s success and build trust with potential clients.

By sharing real-life stories of how businesses have overcome challenges and achieved impressive results, case studies resonate with the target audience on a deeper level.

So let’s delve into the art of storytelling and discover actionable insights on effectively selling case studies as a service to business owners. We will explore the elements of a compelling case study, discuss strategies for crafting a captivating narrative, and offer tips on building trust and credibility with prospective clients.

Understanding the unique value that case studies bring to digital marketing efforts will enable you to showcase your expertise and help businesses unlock their full potential.

Brief Overview of Case Study Marketing

Case study marketing is an increasingly popular form of content marketing that highlights real-world success stories of businesses solving problems, overcoming challenges, and achieving impressive results. By sharing these stories, case studies showcase the effectiveness of a product or service and demonstrate its value to potential clients. They serve as powerful testimonials that build trust, credibility, and brand authority, making them an invaluable addition to any digital marketing strategy.

At One Page Case Studies™, we teach business owners and digital marketing entrepreneurs how to create and sell impactful one-page case studies to clients. Our comprehensive Mastermind provides insights, tips, and techniques for crafting compelling case studies that captivate the audience and drive conversions. Whether you’re a business owner looking to leverage the power of storytelling to grow your brand or a digital marketing professional aiming to expand your service offerings, our course will equip you with the skills and knowledge needed to succeed in case study marketing.

In the following sections, we will discuss how to approach case study creation from the business owners’ perspective, explore the critical elements of a compelling case study, and offer guidance on effectively pitching and selling case study services. Understanding the unique value of One Page Case Studies™ and learning to harness their potential can unlock new opportunities for your business and clients.

Understanding the Business Owners’ Perspective

Before delving into creating and selling One Page Case Studies™, it’s essential first to understand the perspective of the business owners you’ll be working with. By empathizing with their needs, goals, and concerns, you can tailor your approach to address their unique challenges and demonstrate the value of your case study services.

Identifying Business Owner Pain Points and Challenges

To effectively sell case studies as a service, it’s crucial to understand business owners’ unique challenges and pain points. By putting yourself in their shoes, you can identify the areas where they need help and tailor your case study marketing services accordingly.

Common challenges business owners face include:

  • Increasing brand awareness
  • Attracting new customers
  • Retaining existing clients, and
  • Differentiating their offerings from competitors.

By addressing these pain points with customized case studies, you can demonstrate your understanding of their concerns and showcase your ability to provide effective solutions.

storytelling through case studies

Assessing the Potential Benefits of Business Case Studies

It’s critical to assist business owners in understanding the possible advantages of including case studies in their marketing strategy once you’ve determined the difficulties they confront. Case studies can offer a variety of benefits, such as:

  • Building trust and credibility : Case studies give credibility to a company’s claims and aid in gaining the trust of potential customers by displaying real-world success stories.
  • Demonstrates the value of services : A well-written case study emphasizes the effects of a company’s solutions, making it simpler for potential customers to comprehend the advantages and picture similar outcomes for themselves.
  • Increases engagement and retention : Case studies that use storytelling to engage the audience, create connections with them on an emotional level, and reward their patronage.
  • Improves SEO and online visibility : High-quality case studies packed with optimized and target keywords raise a business’s search engine ranking, resulting in an increase in natural visitors to its website.

Highlighting the Value of Storytelling in Engaging Customers

Storytelling is a powerful marketing tool that allows businesses to connect with their audience more deeply. Case studies humanize a brand by weaving compelling narratives around real-life experiences, making it more relatable and memorable.

Emphasize the value of storytelling while offering your case study services to business owners by:

  • Creating emotional connections : Stories evoke feelings and consumers are more inclined to connect with a brand and recommend it to others when they feel an emotional connection to it.
  • Simplifying complex ideas : Stories make complex ideas more understandable and approachable, thus helping potential customers to better understand the value of the company’s goods and services.
  • Promoting social sharing : People enjoy sharing success stories . Companies expand their reach by making it more likely for readers to share fascinating case studies on social media.

Understanding the perspective of the business owner and emphasizing the benefits of case studies to their company will help you effectively communicate the value of your case study marketing services and assist business owners in realizing the potential of this important storytelling tool.

How to Write a Powerful Case Study

How to Write a Powerful One-Page Case Study

For One Page Case Studies™ to have a significant impact, you need a thorough understanding of the main elements. As part of our Mastermind at, we teach our students how to craft engaging case studies by focusing on these crucial components:

Four Elements of a Great Case Study

  • Issue or problem: Outline the client’s issue or difficulty to start. This summary aids in setting the scene and prepares you to demonstrate how your solution made a difference.
  • Strategy or solution : Describe how you solved the problem or challenge. Always emphasize distinctive approaches or cutting-edge methods to show off your knowledge and ingenuity.
  • Results : Summarize the results of applying your strategy or solution. To demonstrate results, show the effects such as lowered cost, more sales, or happier customers.
  • Testimonials and endorsements : Include quotes or endorsements from the client or other stakeholders to reinforce the success of your solution. These testimonials provide social proof, adding credibility to your case study.

In addition to the tips mentioned above, our One Page Case Studies™ Mastermind emphasizes the importance of using bullet points and a visually pleasing layout to simplify the process for business clients and potential prospects. See our post here about why you should use bullet points .

Three Tips for Writing Interesting Case Studies

Precision in writing, when you are creating a one-page case study, helps to engage your audience. Our mastermind at One Page Case Studies ™ provides insight into how to craft case studies that capture your audience’s attention in more detail, however, here are three tips to get you started with your case study content:

  • Clear, concise language usage : Use clear, concise language to make sure your case study is simple to understand. Stay away from technical phrases and jargon that could mislead your viewers. For optimum impact, keep your phrases succinct and well-focused.
  • Putting the human factor first : Focus on the human element of your case study to make an emotional connection with your audience. Describe how your solution enhanced people’s lives or the overall well-being of the business to make the story accessible and memorable.
  • Include multimedia and images. : Add relevant graphics, like graphs, charts, or photographs, to your one-page case study to help you make your point more clearly. Video testimonials and interactive graphics are two examples of multimedia components that can be effective in engaging your audience.

You may effectively communicate the value of your services and assist companies in realizing the potential benefits of case study marketing for their expansion and success by becoming an expert at creating engaging one-page case studies.

presenting case studies as a service

Packaging and Presenting Your Case Study Services

Once you’ve mastered crafting compelling one-page case studies, it’s time to focus on effectively packaging and presenting your services to potential clients. Let’s explore how to create an impressive portfolio of case study examples , tailor your pitch to address the unique needs of each business owner, and emphasize the ROI of case study marketing.

Creating a Portfolio of Case Study Samples

An impressive portfolio is your key to showcasing your skills and expertise in creating impactful one-page case studies. Follow these steps to build a collection of case study examples that will leave a lasting impression on potential clients:

  • Diversify your samples : Include a variety of case studies from different industries and business sizes to demonstrate your versatility and adaptability.
  • Highlight unique solutions : Showcase case studies that feature innovative or creative solutions to demonstrate your ability to think outside the box.
  • Maintain a consistent format : Use a uniform style and layout across all samples to create a professional and cohesive appearance.
  • Keep it up-to-date : Regularly update your portfolio with new case studies to showcase your latest work and stay current with industry trends.

Tailoring your pitch to address the specific needs of each business owner

To effectively sell your case study services, it’s crucial to customize your pitch to resonate with each business owner’s unique needs and goals. Use these strategies below to tailor your pitch for maximum impact:

  • Do your research : Learn as much as you can about the prospective client’s business, industry, and target audience before your pitch.
  • Address their pain points : Describe how your case study services can help resolve their challenges.
  • Share relevant examples : Include case studies from your portfolio that closely align with the potential client’s industry or situation to illustrate your expertise and the value you can bring to their business.

Emphasizing the ROI of Case Study Marketing

Business owners are more likely to invest in your case study services if they understand the potential return on investment (ROI). Be sure to emphasize the following ROI-related benefits of case study marketing in your pitch:

  • Increased brand awareness: Well-crafted case studies can help businesses reach a larger audience and boost their visibility within their industry.
  • Higher conversion rates : Case studies can persuade potential customers to choose a company’s products or services by showcasing real-world success stories.
  • Enhanced credibility and trust : Case studies provide social proof and demonstrate a company’s ability to deliver on its promises, ultimately leading to stronger customer relationships and increased loyalty.

By packaging and presenting your case study services with a focus on the unique needs of each business owner and the potential ROI, you’ll better equip yourself to win over clients and help them harness the power of one-page case studies in their marketing efforts.

One Page Case Study Market Insights Case Study

Case Study Marketing in Action: Real-life Success Stories

To further illustrate the power of case study marketing, in our mastermind, we’ve examined the real-life success stories of three businesses that have achieved impressive results through this strategy. By analyzing the experiences of the epoxy flooring contractor, painter, and real estate broker, we can gain valuable insights into what works and what doesn’t in case study marketing.

Case Study Examples of Businesses Achieving Impressive Results through Case Study Marketing

New Jersey Epoxy Contractor : Grip-Tech Flooring, specializing in residential and commercial epoxy flooring solutions, turned to case study marketing to showcase their innovative flooring technologies. By highlighting various projects where they successfully resolved clients’ flooring issues, this NJ epoxy flooring contractor demonstrated his expertise and ability to deliver custom solutions tailored to his client’s needs. As a result, he is experiencing increased brand recognition and attracting more clients seeking high-quality flooring solutions.

Oregon Painter : Smith and Company Painting, a residential, commercial & industrial painting service, utilizes case studies to illustrate its commitment to quality and customer satisfaction. By sharing the stories of residential and commercial clients who were delighted with their painting services, the company was able to build trust and credibility in their market. This exposure increased new customers and higher overall customer satisfaction rates.

NYC Real Estate Broker : Martin Waldman, a New York-based commercial real estate broker, leverages case study marketing to showcase his ability to help businesses find the perfect office space. By highlighting successful transactions and the benefits of his clients’ experience, he positioned himself as a trusted expert in the competitive New York office rental market. The market insights study strategy he uses has helped him attract new clients and solidify his reputation as a reliable and knowledgeable brokerage firm.

Valuable Case Study Insights

The success stories of these three businesses offer valuable insights into effective case study marketing strategies:

  • Focus on the client’s perspective: Successful case studies emphasize the client’s experience and the tangible benefits they received from the product or service. By putting the client’s perspective at the story’s center, businesses can create a relatable narrative that resonates with potential customers.
  • Provide specific results : Sharing quantifiable results, such as cost savings, increased revenue, or improved customer satisfaction rates, helps demonstrate the value of your services and the impact they can have on a client’s business.
  • Tell a compelling story : Engaging case studies often follow a narrative structure that includes a clear beginning (problem or challenge), middle (solution or approach), and end (results or outcome). By crafting a captivating story, businesses can connect emotionally with their audience and make their case studies more memorable.
  • Keep it concise and visually appealing : Visually engaging and easy-to-read case studies help capture and maintain the reader’s attention.

By learning from the success of these companies, you can apply these insights to create powerful case studies that drive results for your own business or your clients.

Ongoing Support and Collaboration

Creating and implementing effective case study marketing strategies doesn’t have to be a one-time transaction. By fostering a long-term partnership with your clients, you can provide ongoing support and collaboration to help them continuously succeed in their marketing efforts. Now, we will explore how to establish lasting relationships with business owners, offer additional services to enhance their marketing strategies, and stay informed about the latest trends and best practices in case study marketing.

Forming a Lasting Partnership with Clients

Beyond providing top-notch case study services, building a lasting relationship with your clientele is also important. You may forge meaningful connections with your clients by establishing yourself as a reliable and trusted expert. Here’s how to establish a lasting partnership:

  • Communicate regularly : Maintain open lines of communication to ensure you’re aware of your client’s evolving needs and can proactively address any concerns.
  • Show genuine interest : Demonstrate a genuine interest in their business goals and challenges and actively seek ways to help them succeed.
  • Be responsive and reliable : Respond promptly to inquiries or requests and consistently deliver high-quality work on time.

Offer Additional Services: Updates, Analytics & Optimization

Consider providing extra services that can support your clients’ case study marketing efforts so they can optimize the impact of their case studies:

  • Regular updates : Keep your clients’ case studies up-to-date by revising and refreshing them with new information, results, or testimonials.
  • Analytics : Provide insights into the performance of their case studies by tracking and analyzing metrics such as views, shares, and conversions.
  • Optimization : Continuously optimize case studies based on data and feedback to ensure they remain engaging and effective in achieving desired outcomes.

Stay Informed on the Latest Trends & Best Practices in Case Study Marketing

To retain your case study marketing skills and offer your clients the most beneficial service, it’s critical to stay up to date on the most recent trends and best practices. Here are some ways to stay on top of the industry:

  • Follow industry blogs and publications : Regularly read articles and posts from reputable sources to stay informed about new techniques, tools, and strategies in case study marketing.
  • Attend conferences and webinars : Participate in online and offline industry events to learn from experts and network with fellow professionals.
  • Join online communities and forums : Engage with other case study marketing professionals in online communities like our Facebook group and forums to exchange ideas, ask questions, and share your knowledge.

By providing ongoing support and collaboration to your clients, you can help them continually improve their case study marketing efforts and achieve even greater success in their digital marketing campaigns. This long-term partnership approach can increase client satisfaction, referrals, and a thriving case study marketing business.

As you can see, storytelling is essential to effective case study marketing. By crafting compelling narratives that focus on the client’s perspective, showcase specific results, and present information in a concise and visually appealing format, you can create powerful One Page Case Studies™ that resonate with potential customers and drive business growth.

Case Study Marketing Significant to Digital Marketing Efforts

As a business owner, investing in case study marketing services can significantly enhance your digital marketing efforts by building trust, credibility, and brand awareness. The success stories of our epoxy flooring, painting, and office space broker clients demonstrate the immense potential of well-crafted case studies in generating leads, increasing conversions, and fostering customer loyalty.

Harness the Power of One Page Case Studies™

To unlock the full potential of case study marketing and stay ahead in the competitive digital landscape, we invite you to join our One Page Case Studies™ Mastermind. By participating in this exclusive community, you’ll gain access to expert guidance, valuable resources, and ongoing support to help you create, implement, and optimize your case study marketing strategy for your own business or the benefit of your clients.

Take the first step towards mastering the art of storytelling and transforming your marketing efforts or helping your clients achieve greater success by joining the One Page Case Studies™ Mastermind today !

Copyright © 2023 | One Page Case Studies™ by Niche Quest Media

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5 Case Studies of Successful Digital Marketing Campaigns

Digital Marketing Campaigns

Hold onto your hats, marketers!

Did you know digital marketing spending is set to explode, reaching a mind-boggling $ 786 billion by 2026 ? And with social media ad spend hitting over $70 billion in the US alone , there’s no denying the power of a killer online campaign.

But here’s the thing: it’s not just about throwing money at ads. Successful campaigns in 2024 are a strategic dance – they blend social media with a whole symphony of channels for a knockout customer experience.

Think of it like this: Personalizing your message? That’s the move that turns casual shoppers into loyal fans.

Ready to see how top brands are doing a successful digital marketing campaign? I’m dissecting 5 real-world campaigns that nailed this formula and reaped the rewards. Get ready for digital marketing strategies – inspiration and a blueprint for your own marketing success await.

  • Beyond the Love Fest: Slack's Winning Formula

Ideas to Adapt This Digital Advertising Strategy

Tips to steal for your business, ideas for your business, lessons for your business, case study #1. slack.

marketing case study service

Slack’s meteoric rise in the competitive business communication space can be largely attributed to their genius understanding of a simple concept: customers love to talk about products they adore. Here’s how they turned this digital marketing campaign into marketing gold:

  • The “Wall of Love” Campaign: This brilliant tactic involved a dedicated Twitter account (@SlackLoveTweets) that amplified positive user testimonials. This effortless social proof machine did wonders for brand reputation and encouraged even more glowing commentary.
  • Easy Sharing = Participation: Using X (formerly Twitter), a platform already beloved by users, removed any participation hurdles.
  • Feedback Loop: Praise wasn’t just for show – the team used those rave reviews to refine their product and deliver what users really needed.
  • The Power of Visuals: Tweets with included images got more traction and showcased how Slack integrates into people’s work lives.

Beyond the Love Fest: Slack’s Winning Formula

Slack’s success goes beyond a single campaign. Here’s why they continue to compete with giants like Microsoft Teams:

  • Relentless Focus on User Experience: From its inception, Slack was built with the user in mind. Easy setup, intuitive design…it removes the tech friction that bogs down other platforms.
  • Real-Time = Real Connection: In a world demanding instant communication, Slack delivers. This keeps teams on the same page and fosters a sense of camaraderie.
  • Customizable and Integrations-Friendly: Slack’s open approach lets it play nicely with countless other tools, creating a tailored work hub. This flexibility is invaluable to businesses.

The Bottom Line: Slack proved that listening to customers and showing that they matter is the recipe for building not just a loyal user base, but passionate brand advocates.

Want to implement aspects of this for your own business? Here are some ideas:

  • Run a testimonial campaign: It doesn’t need to be as fancy as “The Wall of Love.” A simple social media hashtag or even a dedicated landing page can get people talking.
  • Turn glowing testimonials into visuals: Tweets, infographics…make that praise eye-catching.
  • Pay attention to even the smallest bits of feedback. That’s where your next big feature idea might be hiding.

Case Study #2. UNIQLO

marketing case study service

UNIQLO knew that to get people excited about their HEATTECH line, they needed to go beyond standard ads. Hence, an ingenious omnichannel experience was born:

  • The Hook: Eye-catching digital billboards across Australia, plus videos online, dared people to snap photos of unique codes. This gamified the promotion, making it fun.
  • The Reward: Codes unlocked either free t-shirts (who doesn’t love free stuff?) or tempting e-commerce discounts. Plus, a gentle push toward signing up for the newsletter for future deals.
  • The Viral Touch: The experience was shareable on social media, letting satisfied customers spread the word and get their friends involved.

Why This Was Marketing Magic

marketing case study service

  • The Power of “Free”: Giveaways always pique interest, and those t-shirts were a brilliant way to get people to try the product.
  • Bridging Online and Offline: The billboards drove people to the digital campaign, and the campaign funneled real-world shoppers into their online ecosystem.
  • Beyond Just a Sale: While the initial goal was sales, UNIQLO also used this to build their email list, ensuring those new customers could be nurtured later.
The Impressive Results: 1.3 million video views, 25K new email subscribers, and a whopping 35K new customers speak for themselves.
  • Gamifying the experience: Can you add a code-finding element, or a contest, to your campaigns?
  • Freebies are your friend: It doesn’t have to be t-shirts; a free sample or exclusive content could work just as well.
  • Think about the share factor: How can you encourage participants to organically spread the word?

Case Study #3. Airbnb

Airbnb understood that to stand out, they couldn’t just offer rooms – they had to sell the feeling of travel. Here’s how they did it:

“Made Possible By Hosts” Campaign: This heartwarming video used real guest photos and a nostalgic soundtrack to evoke that “remember that epic trip?” sensation. It subtly showcased great properties while focusing on the emotional benefits of those getaways. ( Watch Here )

Airbnb - Forever Young

“Belong Anywhere” Campaign: This was about ditching the cookie-cutter hotel experience and immersing yourself in a destination. Airbnb positioned itself as the key to local adventures, belonging, and transformation through travel. ( Watch Here )

marketing case study service

Key Takeaways

  • Video is KING: They invested in both short, shareable how-to videos and longer, emotionally impactful ones.
  • UGC is Your Goldmine: User photos and stories provided powerful, free content while also building that vital trust factor.
  • Sentiment Sells: Airbnb didn’t bog down ads with facts; they used music, imagery, and storytelling to tap into that wanderlust in viewers.
The Success: These campaigns weren’t just pretty to look at; those 17M views for “Made Possible by Hosts” and the global reach of “Belong Anywhere” translated into real bookings.

Why It Matters: Airbnb disrupted an entire industry by understanding that:

  • Experience Matters More Than Specs: They sell adventures, memories, and that feeling of connection, not just a place to crash.
  • Authenticity Wins: User-generated content is relatable and trustworthy, which is key in the travel industry.
  • Don’t just show the product, show the FEELING: How will your product or service transform a customer’s life?
  • Run Contests for UGC: Get those customer photos rolling in. Offer a prize for the most “adventurous” or “heartwarming” shot.
  • Showcase Your Brand Personality: Was Airbnb’s tone all serious? Nope. They were fun, sentimental, and a little cheeky, which fit their brand image.

Could You Partner with Airbnb? This case study also begs the question: for businesses in the travel or hospitality space, an Airbnb collaboration could be marketing magic.

Case Study #4. Lyft

marketing case study service

Lyft realized they already had a killer product – their challenge was getting MORE people to try it. Enter the power of referrals:

  • The Hook: Simple referral codes were sharable via the app, email, or even text. This made it a snap for riders to spread the word.
  • The Reward: Free or discounted rides. This wasn’t a measly $5 off; it was significant enough to make riders really want to tell their friends.
  • The Viral Loop: Refer a friend, get a discount. Friend uses Lyft, they get a discount…you see where this is going.

Why This Was Smart

  • Low-Cost, High-Yield: Traditional advertising is pricey. Referrals are fueled by happy customers, which is way cheaper.
  • The Trust Factor: People trust recommendations from people they know infinitely more than some billboard.
  • Scalability: This successful digital marketing strategy grows with their user base – the more satisfied riders, the more potential advocates.

The Bottom Line: Lyft didn’t just make a clever campaign; they built a referral system into the core of their app, ensuring growth wouldn’t be a one-time thing.

  • What’s Your Incentive?: Freebies, discounts, exclusive content – what will actually make your customers want to share?
  • Make It EASY: Don’t make them jump through hoops. One-click sharing options are essential.
  • Track and Reward: Who are your top referrers? They deserve some extra love (maybe even a tiered rewards program).

Case Study #5. Sephora

marketing case study service

Sephora understood a key weakness of e-commerce: you can’t try on a lipstick through a screen. That’s why they went all-in on innovative tech:

  • The App as a Virtual Dressing Room: AI and AR are game-changers. Their app lets customers try on makeup from anywhere, boosting confidence in online purchases.
  • Closing the Loop: Smart, eh? The app connects right to their e-store; a few taps and that virtual lipstick is in your real-world cart.
  • Personalized to the Max: Using shopper data, the app tailors the experience, offering tailored recommendations that increase the chance of buying.

Why This Isn’t Just Cool, It’s Genius

  • Overcoming Obstacles: They addressed a key pain point of buying cosmetics online. Less hesitation = more sales.
  • Omnichannel FTW: They don’t just exist online; there’s an in-store connection too. That app? It helps you there as well.
  • It’s about the EXPERIENCE: Sephora knows beauty is fun, and their digital strategy reflects that with virtual try-ons, quizzes, etc.
  • Solve a problem: Don’t just add tech for the sake of it. Find a pain point in your customer journey and see if there’s a tech solution.
  • The “Experience” Factor: Can you add interactive elements, gamification, or a personalized touch to your digital presence?
  • Data Is Your Friend: If you’re collecting it, USE it. Tailored offers, recommendations…these keep customers coming back for more.

Final Thought on These Successful Digital Marketing Campaigns

These case studies showcase the importance of being adaptable, customer-focused, and not afraid to try new things. The digital marketing landscape is constantly evolving, but by understanding the core principles of what makes people tick, your business can craft truly impactful online marketing campaigns.

The Power of Emotion & Experience

  • Best marketing campaigns aren’t just about features; they tap into feelings . Airbnb evokes the thrill of travel, Slack reminds us of the joy of smooth team communication, and Sephora makes buying makeup playful.
  • Ask yourself: What does my product/service let customers feel and how can my content marketing capture that?

User-Generated Content is Marketing Gold

  • The campaign featured like Slack’s “Wall of Love” and Airbnb’s focus on guest photos prove that real-world stories beat slick ads every time.
  • This builds trust and provides endless free content.
  • How to get started? Contests, easy-to-use “review” features on your site, and incentivizing social media platforms’ shares.

Omnichannel is the Future

  • Both Sephora and UNIQLO masterfully blurred the lines between online and offline experiences.
  • The target audience wants to engage with brands on their terms . Be present on social, have a mobile-friendly site, and if possible, find ways to integrate the in-store experience.

Word-of-Mouth Still Reigns Supreme

  • Lyft’s referral program is a reminder that happy customers are your best salespeople.
  • Don’t focus solely on gaining new customers; ensure your current ones feel so valued they can’t help but spread the word.
  • Tips: Loyalty programs, excellent customer service that goes the extra mile, referral incentives

Tech is Your Tool, Not Your Master

  • Sephora’s AI and AR try-ons are impressive, but the core goal is solving a problem for customers.
  • Avoid using tech just to be trendy. Focus on how it can truly enhance your customer’s journey.

Related Content:

  • Niche Website Builder: Your Profitable Niche Site From Scratch
  • The Dark Side of Digital: 6 Worst Social Media Platforms In 2024 [Exposed]
  • 10 Best Digital Marketing Niches in 2024 & 100 Profitable Sub-Niche Ideas
  • How to Grow Your Business Online in 2024 (Entrepreneur Guide)
  • 10 Best Facebook Niches: Goldmines for Unmatched ROI and Growth

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More From Forbes

A franchise’s guide to becoming a local influencer.

Forbes Agency Council

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President and Owner at McKay Advertising + Activation , Florida's First Digital Media Agency.

Influencer marketing has become a key method for promoting brands and building relationships. As the head of a digital marketing agency, I've seen firsthand that in the franchise sector, marketers are experimenting with how trusted influencers can promote their products and narrate their service experiences to attract current and new customers.

Yet, there's a disconnect between the way influencers grow and monetize their online following and the geographical limitations of franchise marketing. Influencers typically aim to expand their audience broadly, which suits e-commerce well because followers from any location can make purchases. However, for franchises confined to specific areas, finding local influencers is tricky because their reach and credibility are often limited to a smaller, regional audience.

This brings us to an innovative idea for franchise marketing and hyper-local campaigns: Why not create your own influencer within a desired geographic area? Use someone from within your franchise as an influencer. The best person to represent your brand is someone deeply involved, impassioned and who knows it inside out.

Influencer Marketing By The Numbers

Before I dive into an example of how one of our clients effectively approached this strategy, let's take a look at the numbers . Why might a business want to invest in influencer marketing?

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How to watch real martha baby reindeer interview with piers morgan, a ukrainian sport plane drone just flew 800 miles into russia to blow up an oil refinery.

• Market Growth: The influencer marketing industry's projected growth to approximately $24 billion by 2024 highlights the increasing investment and confidence in this strategy.

• Marketing Effectiveness: The fact that 85% of marketers perceive influencer marketing as effective underscores its pivotal role in modern advertising strategies.

• Budget Allocation: Nearly a quarter of marketers plan to allocate over 40% of their marketing budget to influencer campaigns, demonstrating the strategic importance of influencer marketing. This signifies a reallocation of resources toward methods that foster genuine connections and engagements.

A Client Case Study

One of our clients, a premier window and door installer with a new franchise in Raleigh, North Carolina, faced a challenging competitive environment dominated by established brands. These competitors had been investing in television and other media for over a decade to solidify their market presence. Furthermore, the franchise territory for this client did not cover the entire Raleigh market, creating a tough situation that demanded a unique approach.

Ashley, who owns the Triangle Area franchise, needed to become the influencer in her service area, and her message had to be delivered in a micro geography matching her franchise zips. She began to make social media videos about what the franchise offers:

• What technology and tools they use for better product delivery.

• What to keep in mind (including weather considerations) for buying windows in Raleigh, North Carolina.

These videos had great success and Ashley became known as the "window lady of Raleigh." Her efforts were powerful enough to connect her to the brand. By sharing what's unique about their business and products, Ashley became a well-loved local influencer, sharing her genuine passion and authenticity with the community.

The next crucial step for Ashley was the strategic use of her videos on social platforms like Meta, TikTok and YouTube. These targeted ads were cost-effective and reached only consumers within their service area. This approach combined hyper-local content with precision advertising, effectively setting her brand apart.

Tips For Localized Influencer Marketing

• Embrace simplicity. Start with what you know and love. Showcase daily operations, introduce your team members, and provide a peek behind the curtain of your business operations. Authentic content resonates deeply with audiences, allowing them to feel a part of your brand's journey.

• Keep content short and sweet. In an era where attention spans are fleeting, short-form content reigns supreme. Platforms like Instagram Reels and TikTok have revolutionized how we consume media, emphasizing the impact of concise, engaging videos. Aim for content that delivers value within seconds, captivating your audience instantly.

• Unleash your creativity. Don't be afraid to experiment. Embracing trends can showcase your brand's personality and keep your content fresh. Whether it's a dance challenge or a popular meme, integrating trends can elevate your brand's visibility and relatability.

• Personify your brand. People connect with people. Talk about your brand's local knowledge, influence, roots and anything that can help people identify you as their "neighbor." Highlight your team's culture, values and personalities to make your brand approachable and relatable. This connection is invaluable, transforming customers into community members.

• Be authentic through storytelling. Authenticity should be the cornerstone of your content. Share your successes, challenges and the real stories behind your products or services. This genuine approach builds trust and loyalty, encouraging deeper engagement from your audience.

• Include strategic calls to action. While authenticity and engagement are vital, converting viewers into customers is the ultimate goal. Effective CTAs guide your audience through the next steps—be it visiting your website, making a purchase or booking a service. Clear, compelling CTAs are crucial in transforming engagement into tangible outcomes.

3 Pillars Of A Successful Influencer

• Authenticity: Authenticity is the soul of influencer marketing. Influencers who maintain genuineness in their endorsements foster trust and reliability. Their followers value their opinions because they believe in the influencer's integrity and honesty.

• Reach: While the size of an influencer's following isn't the only metric of success, the ability to reach a broad or highly targeted audience is crucial. It's about connecting with the right people in a way that feels personal and direct.

• Trust: Trust is the foundation of any relationship, including that between an influencer and their audience. Influencers who have built a strong rapport with their followers can influence opinions and behaviors because their audience views their recommendations as credible and valuable. Localization of the conversation and the storytelling is critical.

The evolution of franchise influencer marketing highlights the importance of local engagement. The most impactful influencers could be within your organization, ready to forge strong, meaningful connections that elevate your brand within the community.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Bob McKay

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New ITU case study maps the Moscow ‘smart city’ journey

New ITU case study maps the Moscow ‘smart city’ journey featured image

Moscow reports experience with Key Performance Indicators for Smart Sustainable Cities

A new ITU case study offers an evaluation of Moscow’s progress in meeting the objectives of its ‘smart city’ strategies and the United Nations Sustainable Development Goals (SDGs). The case study ,  Implementing ITU-T International Standards to Shape Smart Sustainable Cities: The Case of Moscow , was undertaken using the Key Performance Indicators (KPIs) for Smart Sustainable Cities developed by the  United for Smart Sustainable Cities (U4SSC) initiativ e .

The ITU case study traces Moscow’s smart city journey from its origins in Moscow’s  Information City  strategy launched in 2011 to its successor the  Smart Moscow 2030  strategy. It highlights the role of Moscow’s Government in coordinating the implementation of a wide array of smart city projects in the city and how these projects have substantially improved the quality of life for city residents. The report assesses Moscow’s smart city performance using U4SSC indicators that measure impact on three dimensions: the economy, environment and society & culture.

Information and communication technology (ICT) is a recognized key contributor to the Moscow economy. Building on its strengths and maintaining ICTs as a strategic lever, Moscow has adopted vibrant policies for ICT development and proliferation. These aspects are clearly reflected in the good performance by Moscow, as presented in the report, within the sub-dimensions of “ICT” and “Productivity”.

The case study also serves as a valuable reference point to other cities in Russia and Commonwealth of Independent State countries – as well as to cities around the world pursuing greater efficiency and sustainability. ITU standardization experts responsible for the refinement of the Key Performance Indicators will also find the case study to be valuable.

RELATED: Dubai reports results from implementing ITU’s Key Performance Indicators for Smart Sustainable Cities

“Home to more than 12 million people, Moscow is the largest urban area on the European continent,” said ITU Secretary-General Houlin Zhao. “Considering the size of Moscow and its population, this case study offers a unique set of lessons learned for other cities around the world developing a ‘smart city’ strategy. I commend Moscow’s leaders for their efforts to share these experiences and this knowledge with the international community, towards creating a ‘smart’ world for everyone, everywhere.”

“Moscow has made a rapid smart city journey from 2011 and we are keen on keeping up with the pace. No matter whether it is Moscow, Singapore or Barcelona – every city has the same task to make their residents’ lives enjoyable, safe and comfortable,” said Strategy and Innovations Advisor to the Chief Information Officer of Moscow, Andrey Belozerov. “We are happy to contribute to this research as it is important to develop universal metrics to access city performances all around the world.”

The findings of the case study will feed into the work of ITU’s Telecommunication Standardization Sector (ITU-T)  Study Group 20 , the expert group leading the development of ITU standards for the Internet of Things and smart cities. These standards assist in optimizing the application of ICTs within smart cities, in addition to supporting efficient data processing and management.

RELATED: New ITU case study shares insight into Singapore’s ‘Smart Nation’ strategy

The findings will also be taken up by the U4SSC initiative, which advocates for public policy to ensure that ICTs, and ICT standards in particular, play a definitive role in the transition to Smart Sustainable Cities. U4SSC also promotes the adoption of international standards in reaching the United Nations Sustainable Development Goals and the reporting of associated experiences.

The Moscow case study follows prior smart city case studies of Dubai and Singapore. These have made valuable smart cities experiences and knowledge available to other cities around the world. This reporting also solicits feedback that helps cities to refine their smart city strategies.

U4SSC has developed a  ‘Collection methodology for the Key Performance Indicators for Smart Sustainable Cities’  to guide cities in their collection of core data and information necessary to assess  their progress in becoming a Smart Sustainable City. It is supported by 16 United Nations bodies, including ITU, and is open to the participation of all stakeholders interested in driving smart city innovation.

The collaboration encouraged by U4SSC has led more than 50 cities to measure their smart city strategies using the U4SSC’s KPIs for Smart Sustainable Cities, which are based on the ITU international standard,  ITU Y.4903/L.1603 “Key Performance Indicators for Smart Sustainable Cities to assess the achievement of Sustainable Development Goals” .

This ITU News story was originally distributed as an ITU press release. For more ITU press releases, see the  ITU Media Centre . 

Related content

Wtisd 2024: digital innovation for sustainable development, competition on blockchain authentication for digital finance, national e-waste monitor: namibia 2024.

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