Top 10 Case Studies on Marketing Management
In the world of marketing, success stories are often the best teachers. From disruptive startups to established industry leaders, these 10 real-life marketing management case studies provide an in-depth understanding of marketing strategies that have stood the test of time.
Marketing management is not just about advertising products; it’s a comprehensive approach that involves understanding consumer needs, developing products that provide real value, and communicating benefits through various channels.
The list of 10 real-world case studies on marketing management serves as detailed examples that offer insights into effective tactics, innovative strategies, and the versatile toolbox that marketing managers can use.
Table of Contents:
What is a case study.
- Reliance Jio
- Asian Paints
- Amul Butter
- Hindustan Unilever Limited (HUL)
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A case study is a detailed examination of a particular subject such as a person, group, organization, or situation, often involving a variety of data-gathering methods like interviews, observations, and document review.
In the context of business and marketing, case studies are commonly used to explore real-world scenarios where a company has faced a particular challenge or opportunity.
A case study in marketing management can help professionals better understand market dynamics, customer behavior, and effective strategies. They often present a company’s problem, outline the various strategic options available, and then explore the outcomes based on the choices made.
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Below, we have compiled the top 10 case studies on marketing management that showcase innovative strategies, brilliant campaigns, and remarkable results.
These case studies will deepen your understanding of marketing management and offer valuable lessons that can inform future strategies and decisions. So, let’s see what we can learn from the best in the business.
Case Study on Reliance Jio
- How Reliance Jio disrupted the Indian telecom market with aggressive marketing strategies.
Reliance Jio, a subsidiary of Reliance Industries Limited, entered the Indian telecommunications market in September 2016. It instantly caused a remarkable shift in the industry.
Led by Mukesh Ambani, the company challenged the established telecom giants and redefined how Indians access and enjoy digital content. This case study delves into the marketing management of Reliance Jio, focusing on its groundbreaking services in entertaining India through vertical integration.
Before Reliance Jio’s entry, the Indian telecom industry was dominated by a handful of established players who relied on conventional pricing models and offered limited data services.
Mobile internet was considered a luxury, and consumers were often dissatisfied with the service quality. The challenge for Reliance Jio was to not only build a nationwide network from the ground up but also convince customers to switch from their existing providers. It called for innovative marketing strategies that could disrupt the market.
- Free Data and Voice Calls- Reliance Jio’s entry was marked by a game-changing move – offering complimentary data and voice calls during its initial launch phase. The “Jio Welcome Offer” and, later, the “Jio Happy New Year Offer” generated an outstanding buzz, attracting millions of subscribers quickly.
- Affordable Data Plans- Reliance Jio introduced competitively priced data plans that significantly weakened competitors following the free trial period. This shift in pricing disrupted the industry, making data access affordable for the masses. For example, the “Jio Dhan Dhana Dhan” plan provided unlimited data at a fraction of the cost offered by rivals.
- Jio Cinema: Integration of Content and Connectivity- A pivotal element of Reliance Jio’s strategy was vertical integration, displayed by Jio Cinema. This OTT platform offered an extensive library of movies, TV shows, and exclusive content to Jio subscribers. The strategic merging of content and data services made Jio a comprehensive entertainment provider.
- Strategic Partnerships- Reliance Jio partnered with leading smartphone manufacturers, bundling Jio SIM cards with selected devices. It not only enhanced the accessibility of Jio services but also leveraged the popularity of smartphones to expand its customer base.
- Targeted Marketing Campaigns- Reliance Jio used focused advertising across various media channels, including television, print, and digital platforms. The company enlisted celebrity endorsements and launched ad campaigns highlighting its superior network quality and budget-friendly data plans.
Reliance Jio’s aggressive marketing strategies left a deep impact on the Indian telecom industry:
- Increased Competition: Reliance Jio’s disruptive pricing forced established telecom operators to revise their offerings, leading to a price war that ultimately benefited consumers.
- Digital Inclusion- Jio’s affordable data plans and extensive network coverage brought millions of Indians online for the first time, contributing to the country’s digital transformation.
- Content Consumption- Jio Cinema was crucial in promoting digital content consumption in India. The platform competes with global giants like Netflix and Amazon Prime Video, offering diverse content to Indian audiences.
- Subscriber Growth- Reliance Jio rapidly became the largest telecom operator in India, with over 450 million subscribers within a few years of its launch.
Reliance Jio’s entry into the Indian telecom market epitomizes the power of innovative marketing strategies in reshaping industries and bringing about lasting transformation.
Through its bold marketing tactics, groundbreaking pricing models, and visionary vertical integration, Reliance Jio disrupted the market and redefined how India connects and enjoys digital content. This case study underscores the significance of strategic marketing in reshaping industries and creating lasting impact.
Questions for Discussion
- How did Reliance Jio’s disruptive pricing strategies affect the profitability and market share of established telecom operators in India?
- How can Reliance Jio sustain its competitive advantage in the Indian telecom market as competitors continue to adapt to its pricing strategies?
- What are the key takeaways from Reliance Jio’s marketing strategies for other businesses, particularly disruptive pricing and the successful integration of content and connectivity?
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Case Study on CRED
- How CRED used social media and influencer marketing to build a strong brand and loyal customer base.
CRED, a Bangalore-based fintech startup founded by Kunal Shah, made a remarkable entrance into the Indian market by focusing on a specific group of customers: people who use credit cards and have good credit scores.
The company gained widespread attention for its unique value proposition and clever use of social media and influencer marketing to build a strong brand and create a loyal customer base. This case study explores CRED’s marketing management, focusing on its highly successful advertisement strategy.
Before CRED’s emergence, the Indian credit card market was largely unexplored regarding targeted services and brand recognition. Credit card users were often treated the same by financial institutions, with limited offers and engagement opportunities. CRED recognized an overlooked market of users with high credit scores and set out to redefine their credit card experience.
- Rahul Dravid Ad: Challenging Traditional Views- CRED’s marketing strategy took an unconventional turn with its advertisement featuring Rahul Dravid, a cricketing legend known for his calm and disciplined image. The ad was quite different from usual celebrity endorsements, as it portrayed Dravid in a humorous way. This unique approach captured attention and generated significant social media buzz.
- Influencer Marketing- CRED used the power of influencer marketing by collaborating with popular social media personalities and celebrities. These influencers promoted CRED’s services and engaged with their followers, sharing personal experiences and creating a sense of trust and authenticity.
- Reward Programs- CRED introduced a gamified rewards program encouraging users to pay their credit card bills on time. This unique approach made bill payments enjoyable and created a sense of accomplishment, fostering customer loyalty.
- Community Building- CRED used its app and social media platforms to create an exclusive user community. Members enjoyed access to curated experiences, offers, and privileges, making a sense of belonging and exclusivity.
CRED’s innovative marketing strategies had several significant outcomes:
- Brand Awareness and Trust- The Rahul Dravid ad and influencer collaborations significantly increased brand awareness and established trust among potential users. CRED’s humorous take on a usually mundane topic resonated with the audience.
- Loyal Customer Base- The rewards program and community-building initiatives cultivated a loyal customer base. Users were motivated to pay their credit card bills through the app, driving user engagement and retention.
- Market Expansion- CRED’s unique approach prompted a surge in the number of credit card applications in India, encouraging other financial institutions to follow suit and create innovative credit card experiences.
- Valuation Growth- CRED’s strategic marketing efforts, coupled with its ability to attract venture capital, led to significant growth in the company’s valuation , turning it into a unicorn within a short span.
CRED’s success story highlights the power of innovative marketing in cutting out a place in a competitive market. CRED disrupted the credit card industry and created a strong brand with a loyal customer base. This case study underscores the importance of creativity and authenticity in marketing and the potential of social media and influencer marketing in building trust and customer loyalty.
- How did CRED’s humorous advertisement featuring Rahul Dravid challenge traditional celebrity endorsements and contribute to its brand image?
- What role did influencer marketing play in building trust and credibility for CRED, and how did it engage potential customers?
- How can CRED maintain customer loyalty and engagement as competition in the fintech sector intensifies?
- What lessons can other startups and businesses draw from CRED’s marketing strategies, particularly innovative branding and customer engagement?
Case Study on Zomato
- How Zomato used data and analytics to personalize its marketing campaigns and improve customer engagement.
Zomato is a popular food delivery and restaurant-finding app in India that has become famous for smartly using data to make decisions. This helps them create marketing plans that really connect with customers. In this case study, we look at the strategies of Zomato.
Before Zomato entered the food delivery and restaurant discovery market, diners in India faced challenges in finding and ordering food from their favorite restaurants.
Zomato aimed to simplify this process by providing a platform that offered restaurant listings, user reviews, and online food ordering services. However, Zomato realized the importance of differentiating itself through personalized marketing strategies as competition grew.
- Zomato Gold- Zomato introduced a premium membership program called Gold to reward loyal customers and boost engagement. Subscribers of Zomato Gold receive complimentary dishes and exclusive discounts at partner restaurants. This program attracted new customers and encouraged existing users to stay committed to the platform.
- Data-Driven Personalization- Zomato used data to customize marketing campaigns. By examining user preferences, order histories, and location data, Zomato could suggest restaurants and dishes that matched individual tastes. This data-focused approach significantly improved user experiences and increased the frequency of orders.
- Localized Marketing- Zomato adopted a localized marketing strategy by customizing promotions and offers based on specific geographic areas. This approach allowed Zomato to connect with customers personally, highlighting nearby dining options and cuisine preferences.
- Social Media Engagement- Zomato actively interacts with users on social media platforms, responding to reviews and comments. The company also executed creative social media campaigns, encouraging users to share their dining experiences.
Zomato’s data-driven marketing strategies have had a significant impact on the company’s growth and customer engagement:
- Increased Customer Loyalty- Zomato Gold’s loyalty program motivated customers to use the platform more frequently and contributed to higher customer retention rates.
- Improved Customer Experience- Personalized recommendations embedded in data analysis significantly enhanced overall user experiences, encouraging higher levels of user satisfaction.
- Enhanced Brand Visibility- Zomato’s active social media presence and user engagement efforts increased brand visibility and positive word-of-mouth marketing.
Zomato’s rise in the highly competitive food delivery and restaurant discovery market is a testament to its adept use of data in marketing management. Through their various initiatives, the company has retained a dedicated customer base and expanded its market reach. This case study underscores the significance of data-driven decision-making in modern marketing, showcasing its ability to enhance customer engagement and promote brand loyalty.
- How did Zomato Gold’s loyalty program impact customer retention and order frequency, and how did data analytics contribute to its success?
- What specific data and analytics techniques did Zomato use to personalize marketing campaigns and improve customer experiences?
- In the face of growing competition in the food delivery industry, how can Zomato continue to use data for innovative marketing strategies?
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Case Study on BoAt
- How BoAt used its strong brand identity and partnerships with celebrities to become one of the leading audio brands in India.
BoAt, the Indian consumer electronics company specializing in audio products, has become a leader in the Indian audio market by effectively using its distinctive brand identity and forming valuable partnerships with celebrities. This case study explores BoAt’s marketing management, focusing on its journey to becoming one of India’s prominent audio brands.
Before BoAt’s rise, the Indian audio equipment market was largely controlled by international brands, leaving limited space for domestic companies. BoAt identified an opportunity to fill this gap by offering high-quality audio products that resonate with the preferences and lifestyles of Indian consumers.
- Strong Brand Identity- BoAt’s marketing strategy revolved around creating a robust brand identity. The company targeted younger groups, by positioning itself as youthful, fashionable, and exciting. BoAt’s unique anchor-shaped logo symbolizes reliability and strength, reinforcing the brand’s commitment to quality.
- Celebrity Collaborations- BoAt strategically partnered with well-known Indian celebrities from various fields, such as actors, musicians, and athletes. These collaborations increased brand visibility and instilled a sense of trust and authenticity among consumers. Notable partnerships include Bollywood actress Kiara Advani, cricketer Shikhar Dhawan, and many more.
- Lifestyle Branding: “Plugging into Nirvana”- BoAt successfully transformed itself into a lifestyle brand through campaigns like “Plugging into Nirvana.” This marketing initiative depicted BoAt as a symbol of freedom, inviting customers to break away from the ordinary and experience audio enjoyment through its products. This approach resonated with the target audience, making audio products a stylish statement.
- Online Marketing and Sales- BoAt embraced e-commerce platforms and online marketing channels, taking advantage of the growing trend of online shopping. It maintained a strong online presence through its website and online marketplaces like Amazon and Flipkart. This digital focus enabled BoAt to reach a broad customer base efficiently.
BoAt’s marketing strategies have had a significant impact on the Indian audio market:
- Brand Dominance- BoAt has established itself as one of the leading audio brands in India, renowned for its strong brand identity and loyal customer base.
- Celebrity Partnerships- Collaborations with celebrities have heightened brand recognition and trust, solidifying BoAt’s position as a preferred choice for audio products.
- Lifestyle Brand- The “Plugging into Nirvana” campaign successfully positioned BoAt as a lifestyle brand, serving the aspirations and preferences of younger consumers.
- Online Sales Surge- BoAt’s adoption of online sales channels has driven significant revenue growth and market expansion.
- How did BoAt’s strong brand identity contribute to its success in the competitive Indian audio equipment market?
- How did BoAt’s strategic collaborations with celebrities impact its brand recognition and consumer trust?
- What valuable insights can other brands gain from BoAt’s marketing strategies, especially regarding online sales and lifestyle branding?
BoAt’s impressive journey to becoming a dominant player in the Indian audio equipment market highlights the power of brand identity and strategic celebrity partnerships. Through its unique positioning as a lifestyle brand, celebrity collaborations, and a strong online presence, BoAt has not only captured a significant market share but has also set an inspiring example for other brands looking to establish a strong presence in India’s dynamic consumer electronics market.
Case Study on Asian Paints
- How Asian Paints has used innovative marketing campaigns to stay ahead of the competition in the paint industry.
Asian Paints is a leading player in the Indian paint industry and has consistently maintained its position at the forefront of the market by deploying innovative marketing campaigns.
The Indian paint industry is highly competitive, with numerous brands seeking to capture consumer attention. Asian Paints, established in 1942, has stood out in the industry for its quality products and innovative marketing tactics.
- Cutting-Edge Product Range- Asian Paints continuously introduces innovative paint products, aligning with market trends and consumer preferences. From eco-friendly paints to textured finishes, the company consistently offers fresh and attractive choices to its customers.
- Consumer-focused Approach- Asian Paints strongly emphasizes understanding consumer needs and preferences. Through thorough market research and insights into consumer behavior, the company customizes its product offerings and marketing campaigns to cater to specific customer segments.
- Asian Paints Safe Painting Service- In response to the COVID-19 pandemic, Asian Paints launched the “Asian Paints Safe Painting Service.” This initiative addressed customer concerns about safety during home painting by implementing strict safety protocols, offering contactless painting options, and emphasizing thorough sanitization. It demonstrated the brand’s commitment to customer well-being.
- Digital Marketing and E-commerce- Asian Paints has embraced digital marketing and e-commerce to expand its reach. The company’s online presence includes a user-friendly website, virtual paint selection tools, and e-commerce platforms, making paint purchases convenient for consumers.
Asian Paints’ innovative marketing strategies have yielded significant results:
- Market Leadership- Asian Paints has maintained its leadership in the Indian paint industry, holding a substantial market share.
- Customer Confidence- The “Asian Paints Safe Painting Service” bolstered customer trust in the brand’s dedication to safety, enhancing its reputation.
- Product Innovation- Regularly introducing innovative paint products has kept existing customers engaged and attracted new ones.
- Digital Visibility- The company’s strong online presence has allowed it to engage with a broader customer base and adapt to changing consumer preferences.
Asian Paints’ ability to maintain a leadership position in the paint industry can be attributed to its unwavering commitment to innovation and customer satisfaction. This case study highlights how the company’s innovative marketing campaigns, including the “Asian Paints Safe Painting Service,” have addressed customer concerns and reinforced the brand’s reputation. Asian Paints’ ongoing success is evidence of the value of consumer-centricity and adaptability in a competitive market.
- How has Asian Paints’ consumer-focused approach enabled it to consistently meet the needs and preferences of customers in the paint industry?
- What impact did the “Asian Paints Safe Painting Service” have in addressing customer concerns during the pandemic, and how did it enhance the brand’s reputation?
- How can Asian Paints maintain its competitive position in the face of growing competition and changing market dynamics?
Case Study on Amul Butter
- How Amul Butter has used its unique brand personality and humor to connect with consumers.
Amul is a beloved brand in India and has carved a special place for itself in the dairy industry by using a unique brand personality filled with humor. This case study explores Amul Butter’s marketing strategies, with a particular focus on its ability to create strong connections with consumers.
Amul, a cooperative society formed in 1946, aimed to empower rural farmers and bring quality dairy products to the Indian market. Amul Butter quickly became a household name, renowned for its taste and quality. However, the brand’s distinctive marketing journey began with the introduction of the “Amul Girl.”
- Amul Girl: The Iconic Mascot- The introduction of the “Amul Girl” in 1967 marked a turning point in Amul Butter’s marketing journey. The youthful, cheerful, and witty girl, dressed in traditional attire, became the face of the brand. Through her timely and humorous advertisements, the “Amul Girl” has commented on current events, societal issues, and popular culture, connecting with consumers on a personal and relatable level.
- Consistent Branding- Amul has maintained a uniform brand identity over the years. The iconic red and white packaging, along with the “Utterly Butterly Delicious” tagline, has become instantly recognizable and synonymous with the brand.
- Social and Cultural Relevance- Amul Butter’s marketing has always responded quickly to social and cultural events, often incorporating humor and clever wordplay. This flexibility has allowed the brand to stay relevant and capture the imagination of consumers.
- Multi-Media Advertising- Amul Butter has employed a variety of advertising channels, including billboards, print media, television, and social media, to reach a diverse audience.
Amul Butter’s unique marketing strategies have produced significant results:
- Brand Loyalty- Amul enjoys unparalleled brand loyalty from consumers who appreciate its taste and resonate with its comic role.
- Iconic Brand Mascot- The “Amul Girl” has transcended marketing to become a cultural icon, garnering admiration and recognition beyond advertising.
- Market Leadership- Amul Butter maintains its leadership position in the Indian dairy industry, holding a significant market share.
Amul’s ability to connect with consumers through a distinctive brand personality, emphasizes the power of humor and relatability in marketing. This case study highlights how consistent branding, cultural relevance, and multimedia advertising have contributed to Amul Butter’s constant success as a beloved brand in the Indian dairy industry. The brand’s timely and humorous advertisements often initiate social conversations and discussions, further enhancing brand visibility.
- How has the “Amul Girl” helped Amul Butter establish a unique brand personality and connect with consumers?
- What is the significance of uniform branding, including packaging and taglines, in Amul Butter’s marketing success?
- What lessons can other brands learn from Amul Butter’s marketing approach, especially in terms of using humor and iconic mascots?
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Case Study on Hindustan Unilever Limited (HUL)
- Hindustan Unilever Limited (HUL): How HUL has used its strong portfolio of brands to build a strong brand image and customer loyalty.
Hindustan Unilever Limited (HUL) is one of India’s largest consumer goods companies. It has achieved remarkable success by effectively using its diverse portfolio of brands to build a strong brand image and boost customer loyalty. This case study will explore HUL’s marketing management strategies.
HUL was established in 1933 and has become a well-known brand for its quality and trust in India’s fast-moving consumer goods (FMCG) industry. The company’s diverse product portfolio covers various categories, including personal care, home care, food, and beverages.
- Wide Range of Brands- HUL’s strength lies in its diverse brand portfolio, featuring well-known names such as Dove, Surf Excel, and Lifebuoy. This extensive lineup allows HUL to cater to a broad spectrum of consumer needs and preferences.
- Consumer-centric Innovation- HUL’s unwavering commitment to consumer satisfaction is reflected in its innovative product offerings. The company regularly introduces products aligned with evolving consumer preferences, including eco-friendly options and health-conscious choices.
- Sustainability Initiatives- HUL places a strong emphasis on sustainable and responsible business practices. This includes eco-friendly packaging, reduced water consumption, and the promotion of ethical sourcing, aligning with the growing environmentally conscious consumer base.
- Lifebuoy’s ‘Help A Child Reach 5’ Campaign- One of the standout examples of HUL’s marketing prowess is the “Help A Child Reach 5” campaign by Lifebuoy. This initiative aimed to raise awareness about the importance of handwashing in preventing diseases and saving children’s lives in rural India.
HUL’s marketing strategies have delivered significant results:
- Brand Image- HUL has consistently maintained a positive brand image, associating itself with trust, quality, and responsible business practices.
- Market Leadership- The company holds a dominant position in various FMCG categories, consistently outperforming competitors.
- Customer Loyalty- HUL’s diversified portfolio and commitment to consumer needs have fostered strong customer loyalty, resulting in repeat business.
- Social Impact- The “Help A Child Reach 5” campaign not only bolstered Lifebuoy’s brand but also had a significant societal impact by promoting better hygiene practices in rural areas.
HUL’s remarkable journey to building a strong brand image and customer loyalty underscores the importance of a diverse brand portfolio, consumer-focused innovation, and responsible business practices.
This case study highlights how HUL’s marketing strategies not only solidified its market leadership but also made a positive societal impact. HUL’s continued success is a guiding example for other companies aiming to establish a prominent and responsible presence in the Indian FMCG industry.
- How has HUL’s extensive brand portfolio contributed to its ability to address diverse consumer needs and preferences, leading to customer loyalty?
- What impact did the “Help A Child Reach 5” campaign have on Lifebuoy’s brand reputation, and how did it align with HUL’s commitment to responsible business practices?
- What challenges and opportunities might HUL encounter as it continues to innovate and expand its brand portfolio in a rapidly changing consumer landscape?
Case Study on Flipkart
- How Flipkart used its omnichannel approach and marketing campaigns to become India’s leading e-commerce company.
Flipkart is a pioneering player in India’s online shopping sector that has achieved success by employing impactful promotional campaigns. This case study delves into Flipkart’s marketing strategies, with a particular emphasis on its journey to becoming India’s premier e-commerce platform, exemplified by the “Flipkart Big Billion Days” campaign.
Flipkart commenced its journey in 2007 as an online bookstore, and within just a year, by 2008, it was already handling approximately 100 daily orders. This milestone was quite remarkable, especially considering that e-commerce was in its early stages in India.
The startup’s overarching mission was to transform the Indian shopping landscape by providing a diverse product range, competitive pricing, and a user-friendly interface, redefining the way people made purchases in the country.
- Comprehensive Approach- Flipkart acknowledged the importance of a comprehensive approach that seamlessly integrates both online and offline experiences.
In addition to its robust website and app, the company ventured into physical retail through acquisitions like Myntra and PhonePe. This approach allowed Flipkart to reach a wider consumer base and provide a complete shopping experience.
- Big Billion Days- The “Flipkart Big Billion Days” campaign, initiated in 2014, became an annual shopping spectacle that significantly boosted sales and brand visibility. This event-focused marketing strategy created a sense of urgency and excitement among consumers, with substantial discounts and exclusive deals driving traffic to the platform.
- Personalized Marketing- Flipkart invested substantially in data analytics and artificial intelligence to deliver personalized user experiences. Customized product recommendations, precisely targeted promotions, and individualized notifications enhanced user engagement and loyalty.
- Innovative Marketing Campaigns- Flipkart conducted numerous innovative marketing campaigns, such as “Kids Are Back,” “India Ka Fashion Capital,” and “Flipkart Assured.” These campaigns positioned the brand as a one-stop shopping destination for diverse consumer needs.
Flipkart’s marketing strategies have had a profound impact on India’s e-commerce landscape:
- Market Leadership- Flipkart has emerged as the dominant e-commerce platform in India, consistently surpassing competitors in market share and user engagement.
- Consumer Trust- The “Flipkart Big Billion Days” campaign and other marketing initiatives have solidified consumer trust in the brand, making it the preferred choice for online shopping.
- Omnichannel Success- Flipkart’s comprehensive approach, including acquisitions like Myntra and PhonePe, has expanded its reach and transformed it into a comprehensive retail ecosystem.
- Innovation- The brand’s inventive marketing campaigns have maintained its leadership in the ever-evolving e-commerce industry.
Flipkart’s remarkable journey to becoming India’s leading e-commerce platform underscores the significance of a comprehensive marketing approach and inventive promotional campaigns.
This case study highlights how Flipkart’s strategic initiatives, including the “Flipkart Big Billion Days” campaign, have not only solidified its market leadership but also elevated consumer trust in the brand. Flipkart’s continued success serves as a guiding light for other e-commerce players aiming to establish a prominent presence in India’s thriving digital retail space.
- How has Flipkart’s comprehensive approach been pivotal in its dominance in the Indian e-commerce sector?
- What impact did the “Flipkart Big Billion Days” campaign have on Flipkart’s sales and brand reputation, and how did it generate excitement among consumers?
- What are the challenges and opportunities that Flipkart may encounter as it continues to evolve its marketing strategies in a dynamic e-commerce landscape?
Case Study on Ather Energy
- How Ather Energy used innovative marketing strategies to promote its EVs and build a strong brand image.
Ather Energy is one of the pioneers in India’s electric vehicle (EV) industry that has successfully used imaginative marketing strategies to promote its EVs and establish a powerful brand image. This case study explores Ather Energy’s marketing management approaches, focusing on the impactful “Ather Grid” initiative as an example of infrastructure marketing for EV adoption.
In a rapidly changing automotive landscape, Ather Energy emerged as a game-changer by introducing electric scooters with advanced technology and an environmentally friendly ethos. The company’s vision was to drive the adoption of electric mobility in India and transform urban commuting.
- Product Innovation- Ather Energy’s core strategy revolves around innovative products. The company launched the Ather 450X and Ather 450 Plus electric scooters, equipped with smart features, high-performance capabilities, and a futuristic design. These products catered to the changing preferences of tech-savvy urban consumers.
- Infrastructure Marketing- One of Ather Energy’s standout marketing initiatives is the “Ather Grid” infrastructure network. Ather Grid consists of a network of fast-charging stations strategically placed across major cities. This initiative aimed to address concerns about EV range and boost consumer confidence in electric mobility.
- Digital Engagement- Ather Energy used digital platforms and social media to interact effectively with its target audience. It employed digital channels for product launches, interactive experiences, and community building.
- Ownership Experience- The company focused on creating a seamless and enjoyable ownership experience. Ather Energy established “Ather Space” experience centers, allowing potential buyers to interact with the products, take test rides, and receive hands-on demonstrations of the smart features.
Ather Energy’s creative marketing strategies have yielded significant results:
- Brand Image- Ather Energy established itself as a symbol of innovation, sustainability, and premium electric mobility in India.
- Market Leadership- Despite being a relatively new player in the EV market, Ather Energy rapidly gained market share and became a leader in the electric scooter segment.
- Infrastructure Development- The Ather Grid initiative addressed the critical concern of EV charging infrastructure, making EV adoption more practical and convenient for consumers.
- Community Building- Ather Energy created a strong community of electric vehicle enthusiasts, fostering brand loyalty and advocacy.
Ather Energy’s imaginative marketing strategies have played a pivotal role in advancing electric mobility adoption in India. This case study underscores how a focus on product innovation, coupled with pioneering initiatives like the “Ather Grid,” has not only elevated the brand’s image but also addressed critical challenges in the EV ecosystem. Ather Energy’s continued success serves as an inspiration for other companies aiming to drive innovation and sustainability in the transportation industry.
- How has Ather Energy’s emphasis on product innovation contributed to its success in promoting electric vehicles in India?
- What impact did the “Ather Grid” initiative have on consumer perceptions of EVs and the overall adoption of electric mobility in urban areas?
- What are the challenges and opportunities Ather Energy might face as it continues to innovate and expand in the EV market, considering the evolving regulatory landscape and competition?
Case Study on Groww
10.How Groww used its educational content and marketing campaigns to make investing more accessible to Indians.
Groww is an Indian fintech startup that has revolutionized the world of personal finance by using a combination of educational content and strategic marketing campaigns. This case study explores Groww’s marketing management strategies, focusing on its collaboration with the “Mutual Funds Sahi Hai” campaign as an illustrative example, showcasing how it has made investing more accessible to the Indian population.
In India, investing and financial planning were often viewed as complex and intimidating for the average person. Groww was founded in 2016 with the mission of simplifying this process, making investing approachable, and empowering individuals to manage their finances effectively.
- Educational Content- Groww recognized the need to demystify investing for its target audience. It invested heavily in creating educational content that explained various financial concepts in a simple and relatable manner. This content was disseminated through blogs, videos, webinars, and interactive tools.
- Collaboration with “Mutual Funds Sahi Hai”- Groww entered into a significant collaboration with the “Mutual Funds Sahi Hai” campaign initiated by the Association of Mutual Funds in India (AMFI). This partnership aimed to promote mutual funds as a viable investment option and raise awareness about responsible investing practices.
- User-Friendly Mobile App- Groww developed a user-friendly mobile app that allowed users to invest in mutual funds with ease. The app provided a seamless onboarding process, simplified investment options, and a transparent fee structure.
- Community Building- Groww encouraged community building through its app and social media platforms. Investors could share their experiences, ask questions, and provide insights, creating a sense of belonging and support.
Groww’s marketing strategies have had a significant impact:
- Access to Information- Groww’s educational content has empowered millions of Indians with the knowledge and confidence to start investing.
- Mutual Funds Adoption- The collaboration with “Mutual Funds Sahi Hai” played a pivotal role in promoting mutual funds as a responsible investment choice and led to a surge in mutual fund investments.
- Market Expansion- Groww witnessed rapid growth in its user base, expanding its reach to smaller towns and cities in India where investing was previously less prevalent.
- Customer Trust- The user-friendly app and transparent approach to fees have fostered trust among customers, resulting in high customer satisfaction and retention rates.
- How did Groww’s emphasis on educational content and collaboration with “Mutual Funds Sahi Hai” address the common barriers to investing in India, particularly among individuals who were new to financial markets?
- What impact did the “Mutual Funds Sahi Hai” collaboration have on Groww’s brand visibility and credibility in the Indian financial market?
- What challenges and opportunities might Groww encounter as it continues to innovate and expand its services in the evolving fintech landscape of India?
Groww’s innovative marketing strategies have significantly contributed to making investing more accessible and approachable for the Indian population. This case study underscores how a focus on educational content, coupled with collaboration with industry initiatives like “Mutual Funds Sahi Hai,” can empower individuals to take control of their financial future.
Groww’s success serves as an inspiring example for other fintech companies aiming to democratize access to financial services in India and beyond.
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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.
9 minute read
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
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:
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.
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:
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.
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:
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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Marketing case study 101 (plus tips, examples, and templates)
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”
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%”
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”
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
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.
Craft a compelling marketing case study for your business
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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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16 Important Ways to Use Case Studies in Your Marketing
Updated: September 08, 2020
Published: July 30, 2020
When you're thinking about investing in a product or service, what's the first thing you do?
Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.
What Is a Marketing Case Study?
A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.
A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.
Why Use Case Studies?
In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.
According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.
Okay, so you know case studies work. The question is, how do they work? And how can you squeeze the most value out of them?
When to Use a Case Study
Here are the ways you can market your case studies to get the most out of them.
As a Marketing or Sales Asset
1. use a case study template to create pdfs for email or downloads . .
Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing.
For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections.
The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format.
We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .
On Your Website
2. have a dedicated case studies page..
You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.
Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.
Get Inspired: Google’s Think With Google is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.
3. Put case studies on your home page.
Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.
There are a number of ways you can include case studies on your homepage. Here are a few examples:
- Customer quotes/testimonials
- A call-to-action (CTA) to view specific case studies
- A slide-in CTA that links to a case study
- A CTA leading to your case studies page
Get Inspired: Theresumator.com incorporates testimonials onto their homepage to strengthen their value proposition.
Bonus Tip: Get personal.
Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.
People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."
Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.
4. Implement slide-in CTAs.
Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.
For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?
Get Inspired: If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .
5. Write blog posts about your case studies.
Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.
For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.
Get Inspired: Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."
6. Create videos from case studies.
Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.
Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.
7. Use case studies on relevant landing pages.
Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.
These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."
Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials into its solutions pages.
Off Your Website
8. post about case studies on social media..
Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:
- Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
- Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
- Add your case study to your list of publications on LinkedIn.
- Share your case studies in relevant LinkedIn Groups.
- Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )
Get Inspired: MaRS Discovery District posts case studies on Twitter to push people towards a desired action.
9. Use case studies in your email marketing.
Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.
Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.
Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .
Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .
10. Incorporate case studies into your newsletters.
This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!
Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .
11. Equip your sales team with case studies.
Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.
Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .
12. Sneak a case study into your email signature.
Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:
Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions for how you can do this.
13. Use case studies in training.
Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.
Get Inspired: Have you completed our Inbound Certification course yet? During our classes, we use case studies to show how inbound marketing is applied in real life.
In Lead-Gen Content
14. include case studies in your lead gen efforts..
There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.
Get Inspired: If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .
You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.
Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.
15. Create a bank of evergreen presentations.
It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.
Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.
Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.
16. Create SlideShares based on case studies.
Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.
Get Inspired: Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .
Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you.
Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them?
The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.
Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.
Don't forget to share this post!
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Showcase your company's success using these free case study templates.
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12 great case study examples (plus case study writing tips)
GatherContent Contributor, Writer
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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
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
What works: Omniscient Digital includes client feedback in video format and shares the results they achieved in a digestible bullet point format.
3. Bit.ly | Vissla
What works: Besides hosting this case study on their website, Bit.ly 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
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
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
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
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
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
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
What works: ActiveCampaign efficiently showcases the problems and solutions before delving into how they helped the client achieve desired results.
11. Intuit | Xenex Healthcare
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
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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Brand Marketing Case Studies
This collection features brands and content creators that used video and other digital tactics to drive innovation, connect with their consumers, and drive brand and business metrics. Learn about best practices, creative executions, and how brands achieved success through digital.
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