case study in marketing example

10 Marketing Case Study Examples: Learn How to Master Them in Your Campaigns

There are millions of blog posts, articles, and videos across the internet that try to give you advice about marketing. According to Google, at least 7,050,000 unique content pieces include the phrase “marketing tips.”

But with plenty of outdated and filler content creation to just build out a website, it’s hard to find applicable advice that actually works online.

In this article, you’ll learn from marketing case study examples that demonstrate what it takes to master channels like social media, email marketing , and PPC, as well as how to use case studies in your own campaigns.

Don’t rely on empty words. Learn powerful marketing best practices that are backed up with examples and data.

What is a marketing case study?

In marketing, a case study is an in-depth study of the effectiveness of a certain tool, tactic, or strategy. It focuses on measurable outcomes, like an increase in sales, visitors, or production hours.

Typically, it includes a few key elements:

• Introduction to the customer/client
• The problem the client needed to solve (should align with problems prospective clients also need to solve)
• The solution (and context of why your company/software was the right fit)
• Data from before and after implementing the solution

In a sense, a case study documents the journey of working with your company. And it gives potential future customers a reason to trust your company.

What are the different types of case studies in marketing?

In marketing, there are three main types of case studies that are commonly used:

1. Third-person or client case studies: These highlight the experience of a specific client working with your company or using your product.

2. Explanatory case studies: These case studies explore the impact of a phenomenon or tactic, such as the company’s marketing strategy, and how it impacted their growth. In this case, it’s not based on first-hand experience, but rather observation and inference.

3. Implementation case studies: An implementation case study takes the average client case study a bit further, focusing on the actual implementation and covering it in detail.

You can also divide the case studies further by the type of medium they use — video or text.

And in 2021, video case studies are becoming more and more popular. Many companies even use them as remarketing ads to address potential objections.

Why should you use case studies?

Case studies are a powerful way to prove that your products or services work, showcase your expertise, and build trust with potential customers.

It’s a way to transition away from just “telling” your customer and instead start “showing” them through examples. There’s a reason the old copywriting maxim goes, “Show, don’t tell.”

Consumers’ trust in companies to tell the truth in advertising materials is lower than ever. In 2020, only 14% of consumers said they trust advertising to be honest about a product or service.

But that doesn’t mean you can’t generate trust with your company’s website.

Consumers trust third-party reviews, testimonials, and data. In fact, 91% of 18–34-year-olds trust online reviews as much as personal recommendations.

So you need social proof. And client case studies — especially those that interview the current clients — are the best of both worlds. You get to highlight data while getting powerful social proof that shows that your product works.

When just adding a simple customer testimonial to your website can increase conversion rates by up to 34% , imagine what a detailed, compelling case study can do.

1. Email marketing case study: Your Therapy Source

If you think that email is a medium of the past, think again. At ActiveCampaign, we have hundreds of recent case studies that prove the opposite.

For example, Your Therapy Source receives a 2000% return on investment (ROI) from our campaigns simply by taking advantage of basic marketing automation .

In particular, a basic abandoned cart email represents around 30% of all revenue generated by automations.

With ActiveCampaign, that’s incredibly easy to set up. You can take advantage of our integrations with key e-commerce platforms like WooCommerce , Shopify , and more.

Because the case study goes into detail about exactly how the company achieved the results, it’s a combination of an implementation case study and a regular third-person case study.

2. Instagram marketing case study: Converse

If you look at all the top Instagram accounts in clothing, Converse has a much higher engagement rate than its competitors.

At 1.79%, their social media posts have an organic engagement rate over 15 times higher than Nike.

Why is that?

Let’s take a closer look at how they achieve these numbers:

When looking at Converse’s top Instagram posts, you quickly notice a trend. Collaborations with influential creators and artists — lately Tyler, the Creator — get a different level of engagement.

The post promoting their new collaboration shoe got over 183,000 likes in a few weeks. Converse even took it a step further and produced a short film with Tyler.

If you want to reach a wider number of people, combining audiences is a great strategy.

This is an example of an explanatory case study.

First, we worked backward from Converse’s powerful Instagram results. Then, we identified tactics that contribute to their high levels of engagement.

Because we didn’t work directly with Converse, and we’re only observing as an outsider, this is an explanatory case study.

3. Content marketing case study: porch.com

Fractl is a content marketing agency that worked with porch.com for over a year to earn 931 unique domain links, 23,000 monthly organic visits, and more.

The case study focuses on results over method — that means it’s a typical third-person case study.

They’re showcasing the results the company generated for a specific outside client without getting into the how-to.

These types of case studies are most useful for persuading hesitant potential customers to get on board. Showing that you’ve generated results for similar companies or people in the past is the best way to prove your skill set.

Depending on your target audience, going into detail with an implementation case study may be a better option.

4. SEO case study: Zapier study by Ryan Berg

This in-depth case study by Ryan Berg is a perfect example of how you can use explanatory case studies in your marketing.

It breaks down Zapier’s SEO strategy and how they created over 25,000 unique landing pages to improve their search rankings for different search terms.

Zapier’s main strategy revolves around targeting relevant long-tail keywords like “app A + app B integration.” That’s the key they used to generate serious organic traffic over the long term.

By breaking down industry leaders and how they rose to success, you can borrow some of their brand power and credibility.

You can use these kinds of case studies if your current clients don’t allow you to go into detail about the tactics you use to grow their online presence.

These case studies demonstrate to potential clients that you know what you’re talking about and have the expertise needed to help them succeed in their industry.

5. PPC case study: Google Ads and Saraf Furniture

When it comes to pay-per-click (PPC) advertising, Google was one of the earliest innovators. And in 2021, it’s still the largest digital advertiser globally, with $146.92 billion in ad revenue in 2020.

You might not think they need any more credibility, but Google still uses case studies, especially in emerging markets like India.

This case study shows how Google Ads helped Saraf Furniture generate 10 times more inbound leads each month and hire 1,500 new carpenters as a result.

Without going into details about the methods, it’s another typical third-person case study designed to build trust.

6. Video marketing case study: L’Oréal and YouTube

In this case study, various members of L’Oréal’s global marketing team break down exactly how they used YouTube ads to launch a new product.

As a result of the campaign, they were able to establish their new product as the No. 2 in its category and earn 34% of all mass sales across a network of online retailers.

The case study breaks down how they used YouTube for different stages — from awareness to loyalty. It’s another example of a third-person implementation case study.

7. Remarketing case study: AdRoll and Yoga Democracy

AdRoll is a remarketing platform that tracks your visitors and lets you show them targeted ads across the internet.

Their case study with Yoga Democracy perfectly showcases the power of the platform.

Look at these highlights:

• 200% increase in conversions
• 50% reduction in CPA
• 19% of total revenue attributed to AdRoll

These are metrics you’d love to show any potential customer. The case study goes into detail about how they built an effective remarketing campaign, including cart recovery emails and ads.

Because of the detail, you can classify this as an implementation case study.

8. Influencer marketing case study: Trend and WarbyParker

This influencer marketing case study from Warby Parker and Trend showcases how you can use influencer marketing even with a limited budget.

The “Wearing Warby” campaign was centered around showcasing influencers wearing Warby Parker glasses in their everyday life.

From mundane tasks like eating breakfast to artists creating a new masterpiece — it showcased Warby Parker’s products in use and made the brand more approachable for influencers’ followers.

This is another third-person case study, as it doesn’t go into much detail beyond the results.

9. Customer experience case study: App Annie and Coca-Cola

In this case study, Greg Chambers, the director of innovation for Coca-Cola, explains what App Annie brings to the table.

Instead of specific numbers and metrics, it focuses on the big-picture benefits that App Annie has on Coca-Cola’s customer experience.

The video interview format is also perfect for driving trust with potential customers.

Again, this is a typical third-person case study that you see a lot in the marketing world.

10. SaaS case study: Asana and Carta

Of course, it’s not just agencies and advertising platforms that need to master the use of case studies in digital marketing.

Let’s explore an example of a case study outside the marketing industry, in this case specifically for B2B marketers.

Asana is a project management platform that helps companies make their workflows more efficient.

It’s a good example of a case study that focuses more on the lived experience and less on the metrics.

This is a third-person case study that is closer to a client interview or testimonial, which is a good option if it’s hard to quantify improvements with metrics.

Best practices: How to use case studies in your own marketing campaigns

In this section, you’ll learn best practices to help you maximize the value of case studies in your own marketing campaigns.

Let’s look at four steps you can take to effectively use case studies.

Include a dedicated case study/customer stories page on your website

Most companies with a successful online presence have one of these pages. Emulate the top competitors in your industry by creating an improved version of their pages.

You can also add a case studies section to your resources page or blog.

Build CTAs into your case study pages

The chances are low that a random Googler will make it to your case studies. Most likely, it’s someone who thinks they might need your product.

So don’t be afraid to include calls to action throughout your case study pages.

Share case studies as part of your email marketing campaigns

Email marketing is hands-down the best channel for nurturing potential needs . That means you should always use case studies and customer success stories in your campaigns.

But it’s important that it doesn’t feel too promotional. Instead, share the unique steps they took to ensure success to deliver value, not just pitch.

Use case study video ads to overcome objections

When you’re thinking about buying a product, it’s easy to talk yourself out of it.

“It’s too expensive.” “It won’t work for me.” There are a lot of excuses and objections out there.

A case study video can be a powerful tool to overcome these objections in potential buyers.

Don’t overlook case studies when you’re planning your next marketing campaign. Towards the bottom end of the funnel, in stages like decision and action, they’re a powerful marketing tool.

When used right, case studies will help you fill your sales pipeline and provide your sales team with qualified leads.

Hopefully, the examples in this article taught you how you can use case studies in social media, email, and content marketing strategy to further your business goals.

You should also have learned how to use case studies to sell your company’s expertise.

If you want to grow your business, it’s crucial to learn from the people who have gone before you. In marketing, trying to learn all principles from scratch through trial and error would be a costly mistake.

If you’re ready to take advantage of marketing automation and email marketing tools that help similar businesses generate ROIs of 20x or higher, start your ActiveCampaign trial today .

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15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

Easily create beautiful case studies and more with Visme

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About the Author

Marketing Results

22 Marketing Case Study Examples (With Template)

February 17, 2016 by Will Swayne

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

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

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

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

Why are marketing case studies so effective?

Here are three reasons:

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

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

Our Recommended Case Study Template

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

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

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

How To Promote Your Case Study

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

Here are some of our favourite promotional methods:

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

22 Marketing Case Study Examples

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

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

Read the full case study here.

Paul Strahl , National e-Business Manager

2. Surf Live Saving Foundation

Surf lottery grows online revenue 47%.

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

Yin Tang , Surf Live Saving Foundation

3. ABC Reading Eggs

Integrated search and conversion management for abc reading eggs.

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

Matthew Sandblom , Managing Director ABC Reading Eggs

4. MAP Home Loans

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

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

Craig Vaunghan , Principal MAP Home Loans

5. Inkjet Wholesale

Online advertising roi doubles – in just three months.

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

Glenn Taylor , National Marketing Manager Inkjet Wholesale

6. Breaking Into Wall Street

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

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

Brian DeChesare , Founder Breaking Into Wall Street

7. LatestBuy

Brw fast 100 online retailer latestbuy.com.au boosts sales by 45.3%.

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

Shaun Campbell , Co-Owner LatestBuy.com.au

8. directSMS

More traffic, less cost, lead volume doubles.

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

Ramez Zaki , Co-Founder directSMS

9. Business Coach and Author, Pure Bookkeeping

Successful marketing automation and 100.95% year on year growth.

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

Peter Cook , Business Coach & Author Pure Bookkeeping

10. Positive Training Solutions

Higher rankings plus more, higher-quality leads.

Marketing Results excels in strategic and online marketing.

James Grima , Managing Director Positive Training Solutions

11. Geelong’s Gym

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

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

Gerard Spriet , Owner Geelong’s Gym

12. Super Finance – SMSF Property

A new pipeline delivering a steady flow of web leads.

Outstanding quality of web generated leads!

Yannick Ieko , Director Super Finance

13. College For Adult Learning – Training Organisation

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

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

Rob Golding , Director College For Adult Learning

14. The Gourmet Guardian – Food Safety Programs

4 times more leads and a 269% revenue increase.

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

Gavin Buckett , Managing Director The Gourmet Guardian

15. Quick Coach – Life Coaching Courses

More qualified sales plus a facebook roi of 1285%.

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

Glen Murdoch , Founder & CEO Quick Coach

16. Investment House – Property Development

Clients lined up for everything we can find.

We have clients lined up for everything we can find.

Colin Ferguson , Managing Director Investment House

17. Cosmetic Surgery Lead Generation

257% increase in qualified lead volume.

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

Dee Tozer , Managing Director Medici Clinics

18. All Suburbs Catering

61% roi gain in less than 5 months….

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

Jeff Veale , Managing Director All Suburbs Catering

19. Trilogy Funding

549 qualified sales leads in 3 months.

549 qualified sales leads in 3 months.

Ed Nixon , Principal Trilogy Funding

20. Customized Stickers

Online revenue rockets by 800%.

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

Anthony Khoury , Managing Director Customized Stickers

21. Technoledge

Engaging ceos of ideal target companies.

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

Tracey James , Director Technoledge

22. First Aid Training

Specialist first aid training company doubles revenue in 6 months.

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

Dave Hundt , Director Kids First Aid

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

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

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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.

Dominika Krukowska

9 minute read

Short answer

What makes a great marketing case study.

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

Are your marketing case studies falling flat?

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

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

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

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

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

Let’s get started!

What is a marketing case study?

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

What is the purpose of a marketing case study?

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

1) To present a narrative of success

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

2) To build trust

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

3) To inspire action

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

4) To show relevance

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

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

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

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

—Amotz Harari, Head of Marketing at Storydoc

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. Adventure PPC's strategy included closely monitoring ad budget to optimize campaigns and ensure effective resource allocation.

6. L’Oreal Paris and Google

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

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

You can watch the case study below:

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, including insights on how to add a Bitly redirect .

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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Blog Graphic Design 15+ Professional Case Study Examples [Design Tips + Templates]

15+ Professional Case Study Examples [Design Tips + Templates]

Written by: Alice Corner Jan 12, 2023

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

• What is a Case Study?

Business Case Study Examples

Simple case study examples.

• Marketing Case Study Examples

Sales Case Study Examples

• Case Study FAQs

What is a case study?

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

Marketing Case Study Template

A marketing case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A marketing case study typically includes:

• Company background and history
• The challenge
• How you helped
• Specific actions taken
• Visuals or Data
• Client testimonials

Here’s an example of a marketing case study template:

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Marketing case study examples

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Case Study Examples Summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case Study FAQ

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

Related: How to Present a Case Study like a Pro (With Examples)

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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

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

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

That’s a big number.

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

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

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

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

What Is a Case Study in Marketing?

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

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

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

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

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

The Importance of Creating Case Studies to Convert Leads into Customers

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

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

Which company would you trust most?

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

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

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

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

Why is it so important to build trust?

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

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

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

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

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

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

4 Case Study Examples

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

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

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

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

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

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

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

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

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

3. Viperchill

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

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

4. MarketingSherpa

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

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

How to Create a Case Study Marketing Strategy That Converts

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

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

Let’s take it step by step.

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

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

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

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

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

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

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

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

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

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

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

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

3. Highlight the great results

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

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

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

4. Explore different types of design

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

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

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

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

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

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

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

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

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

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

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Last Updated on July 25, 2017

Business growth

Marketing tips

16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

2. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Taylor Guitars and Airtable

This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

3. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} EndeavourX and Figma

My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

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Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

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In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

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GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

7 . .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Audible and Contentful

Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

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The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. .css-yjptlz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-yjptlz-Link[data-color='ocean']{color:#3d4592;}.css-yjptlz-Link[data-color='ocean']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='white']{color:#fffdf9;}.css-yjptlz-Link[data-color='white']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-color='primary']{color:#3d4592;}.css-yjptlz-Link[data-color='primary']:hover{color:#2b2358;}.css-yjptlz-Link[data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-yjptlz-Link[data-color='secondary']{color:#fffdf9;}.css-yjptlz-Link[data-color='secondary']:hover{color:#a8a5a0;}.css-yjptlz-Link[data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-yjptlz-Link[data-weight='inherit']{font-weight:inherit;}.css-yjptlz-Link[data-weight='normal']{font-weight:400;}.css-yjptlz-Link[data-weight='bold']{font-weight:700;} Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

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Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

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Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

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The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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How to Write a Marketing Case Study (With Examples)

Learn exactly what a marketing case study is, how to write one that stands out, and review some examples of existing, successful studies.

As any big brand like MailChimp, Spotify and IMB will tell you, case studies are a huge part of solidifying your brand as thought leaders.

A case study is a win: you share the success of a customer as a result of your company’s actions. At SimpleTexting we call them our Success Stories , but no matter the name, the structure is the same — how company A worked with B to achieve XYZ. 

In this article we’ll cover everything from the basics to real-life examples.What exactly is a marketing case study, what constitutes a good one, and most importantly, how do you build one?

Let’s get started.

What is a Marketing Case Study?

According to Curata , “a case study in the context of marketing is an analysis of a project, campaign or company that identifies a situation, recommended solutions, implementation actions, and identification of those factors that contributed to failure or success.”

Sure, it’s a bit wordy, but at its core marketing case studies share information with prospective customers or clients about how your product offered a solution.

It doesn’t need to be dry reading. It doesn’t even need to be a report (although it can be). The key with a case study is that it should read like a story—only the beginning, middle, and end are all replicable business takeaways.

Case studies are for businesses of all sizes. They can be just as effective for small and medium-sized businesses as they are for enterprise businesses. Here’s why you should be investing time in building case studies.

Why Write a Marketing Case Study?

Before we dive into the instructions, let’s take a second to explore why a business would invest the time and effort into writing a case study. After all, why share your big marketing secrets with the world, what do you get out of the deal?

Simply put, you get the chance to share your story. Case studies, after all, are just stories showcasing your products and methods. They make for pretty spectacular advertising because, to a reader, it doesn’t feel like they’re being marketed to.

92% of customers prefer that media messages sound like a story. By using case studies you’re appealing to the logical, casual consumer who wants to know the “who, what, where, when, and why” that drives them to buy without any of the extra fuss. Case studies are the perfect medium to package it all.

How to Write a Marketing Case Study

As mentioned, every good case study maintains one singular focus: how one company used another to achieve its goal(s). This means most marketing case studies tend to take on an easily understandable problem-solution structure.

Let’s take a look at what you need to create a successful case study.

Components of a Marketing Case Study

Using the ingredients above, assemble them in this order to create a basic marketing case study:

• Write a title : Don’t worry about spoiling the ending. With case studies you want your title to let readers know right away how a campaign ended.  A case study title should include the name of the company or brand being examined, if their campaign went well or poorly for them and a solid metric that demonstrates exactly how well or how poorly they performed. For example: “ SimpleTexting Cut Down Product Onboarding Process by 30% Through Video Instruction. “
• Introduce the subject: Every marketing case study should open with a brief historical overview of the company. What have they struggled with in the past that led to them developing this campaign? Who is their target audience, what do they sell?  Even if your subject is obscure, you want to build a sense of relatability to your readers: so be sure to structure from general to specific. After all, you want readers outside just your industry to take away value.
• Identify your subject’s problems : Avoid leaving your readers feeling underwhelmed by presenting your subject’s problems early on in your case study. What are they trying to build, fix, or change? These problems are what will ultimately establish the subject’s goal, a one or two-sentence overview of the outcomes they’d like to see.
• Spell out your strategies and tactics : The real meat to your case study occurs here. This portion of your study is where you describe what actions you specifically took to try and reach your goals: What did you expect to happen when you tried “X, Y, and Z”?  Your case study can write this all out in paragraph form if you want it to read with some fluidity, or you can simply bullet out your strategies below each goal. Examples of good strategies for a common marketing pain point, such as building a social media following, include: connecting with influencers, developing original creative content, and developing paid advertising parameters.
• Share your results with visuals : At this point, you’ll want to follow up with the preview you set in your title and share with readers how things went. If you saw success, how much and where? If you didn’t were you able to pinpoint where things went wrong? Spare no detail as you write out what worked and what didn’t, and be sure to provide replicable detail (it may be what inspires your reader to become a customer!). Some common metrics commonly found in case studies include: web analytics and traffic, backlinks generated, keyword rankings, shares or other social interactions. Graphics like charts, bolded quotes, and graphs are good opportunities to visually demonstrate your data.
• Wrap it up with a conclusion : Know the difference between reemphasizing and repeating. When writing a conclusion you shouldn’t sound like an echo, repeating exactly what you said in your introduction. Instead, you want to draw emphasis back to your key points and call your readers to action. Let them know what they can do right now to get connected and see this same success (or avoid its failure).  If you’re writing a case study for marketing purposes, this is where you sell yourself and your product.

Marketing Case Study Examples

You’ve certainly heard enough from us to this point. Now it’s time to see what all of these tips and tricks look like in action. `

A plethora of marketing case study examples are out there, each one with a different objective: educational, sales-driven, industry leadership, and more.

To give you a well-rounded picture, we’ll share some of our favorite marketing case studies with you so you can see it all in action for yourself.

1. Surf Live Saving Foundation

The Surf Life Saving Foundation rolled out an innovative new framework for their brand known as the surf lottery. Despite the size of the initiative they were able to break down their process on a share of voice campaign with a great deal of clarity. Why we like this case study : It provides actionable and replicable examples of how their objectives were received.

2. StyleHaul & Asana

Organizational application Asana also finds itself in a competition-heavy environment. They are one of many SaaS productivity programs available. They needed to give their brand more of a voice to edge out against competitors offering near-identical products. The problem that needed solving in this success story is relatable to businesses all around the world, and ASANA’s use of it is a showcase of why they’re leaders in what they do.

Why we like this case study : It’s storytelling at its finest and perfectly demonstrates the subtle advertising concept.

3. Red Sox and CTP

This is a great example of a marketing agency showcasing its history of work with a high-profile client (the Boston Red Sox). It explores their entire body of work on a dynamic landing page. Why we like this case study : It demonstrates what a multi-media approach to a digital case study should strive to be.

4. SimpleTexting & U.S. Hunger

We couldn’t talk the talk without walking the walk. We have a range of varied case studies on our Success Stories page, but one of our absolute favorites is the results from U.S. Hunger.

U.S. Hunger was looking for a way to reach those who need them most – including those without internet access.

Why we like this case study: Not only does it highlight the incredible work of U.S. Hunger, it also shows how much can be accomplished through SMS. It spins a new light on SMS marketing and shows the wider impact of accessible communication. 

Marketing Case Studies are Key to Brand Trust

As a business looking to grow, you need to prove to prospective customers and clients why they should invest in you. Whether it’s a service or a product, case studies are viable ways of showing that what you do works and discussing how you achieved it.

The most impactful case studies aren’t always the ones with big names attached to them. They’re the best stories, the best solutions, and the ones that the most people can relate to.

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Meghan Tocci

Meghan Tocci is a content strategist at SimpleTexting. When she’s not writing about SaaS, she’s trying to teach her puppy Lou how to code. So far, not so good.

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15 Marketing Case Study Examples With Standout Success Stories

Tomas Laurinavicius

Certain marketing campaigns leave a lasting impression. We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

From Dove’s Real Beauty Campaign’s impact to Dollar Shave Club’s viral launch video, explore fifteen memorable marketing triumphs that these experts can’t forget.

Dove’s Real Beauty Campaign Impact

Oatly’s bold brand strategy, rockervox’s tax credit success, local bookstore’s community engagement, coca-cola’s personalized brand experience, dropbox’s viral referral program, authentic influencer marketing for cpg brand, airbnb’s “we accept” social impact, amul’s topical and humorous campaigns.

• AXE’s ‘Find Your Magic’ Brand Refresh

Squatty Potty’s Humorous Viral Video

Old spice’s viral humor campaign, red bull stratos’s high-flying publicity, maple dental’s seo success story, dollar shave club’s viral launch video.

One marketing case study that has always stayed with me is the Dove Real Beauty Campaign. It really struck a chord when it launched in 2004, challenging the beauty standards and celebrating women’s diversity. What made it stand out was the “Real Beauty Sketches” video, where women described themselves to a sketch artist. Seeing the stark contrast between their self-perceptions and how others saw them was incredibly eye-opening and touching.

What I found so compelling about this campaign was its message of self-acceptance and empowerment. Dove didn’t just try to sell products; they took a stand for something much bigger, and it resonated deeply with people. Using video storytelling was a genius move as it made the message more impactful and shareable. I believe Dove showed how brands can make a real difference by addressing important social issues in an authentic and meaningful way.

Nicole Dunn , CEO, PR and Marketing Expert, Dunn Pellier Media

As a content and brand marketer, Oatly’s brand strategy always inspires me. They are a textbook example of comprehensive brand-building.

Their visual style is instantly recognizable—bold, disruptive, and often filled with humor, making oat milk a statement and something you’d be proud to display on your shelves or socials.

Their tone of voice is witty, sometimes cheeky. They’ve even printed negative feedback on their packaging, which really just shows how they court controversy to spark conversations and enhance their brand’s visibility.

And there’s a strong story behind Oatly, too. They promote sustainability and aren’t shy about their environmental impact, which has simply helped them grow an enthusiastic community of environmental advocates. Clever in endless ways, such that tons of oat milk brands have followed suit.

Wisia Neo , Content Marketing Manager, ViB

One standout marketing case study that sticks with me is the implementation of our RockerVox Restaurant Bundle, aimed at optimizing cash flow through targeted use of employer-based tax credits. The power of this case study lies in its immediate financial impact on the client, a local restaurant chain that was struggling to keep its doors open in the wake of the pandemic.

By integrating the Work Opportunity Tax Credit (WOTC) and other relevant tax schemes into their payroll setup, we enabled the restaurant to reclaim a significant amount in tax credits. The real game-changer was not just the financial relief but also how it was achieved. We combined this with StaffedUp’s Applicant Tracking System, which improved their hiring processes and decreased employee turnover. This holistic approach led to a sustainable improvement in their operations and cash flow.

What made this case study so great was its tangible results. The restaurant saw a cash flow improvement of over 100%. This wasn’t just a number on a report—it meant being able to invest back into the business, enhance their services, and ultimately, keep their community fed and employed. This approach of integrating technology with financial strategy can be adapted by other businesses striving for similar resilience and growth, especially in times of economic difficulty.

Philip Wentworth, Jr , Co-Founder and CEO, Rockerbox

Certainly, one particularly impactful marketing strategy I led at FireRock Marketing involved a small local bookstore that was facing steep competition from online retailers. Our challenge was to increase foot traffic and reinforce the store’s brand presence in a highly digitalized market.

We initiated a campaign called “Local Pages, Local Stages,” where we leveraged digital marketing alongside community engagement. The bookstore held monthly events featuring local authors and artists, which we promoted heavily through targeted social media ads, email marketing, and local influencer partnerships. This multifaceted approach tapped into the community’s growing interest in supporting local ventures, enhancing visibility significantly.

The outcomes were remarkable. Over the campaign’s six-month duration, in-store sales increased by 40%, and the bookstore saw a 65% rise in attendance at events, which also boosted ancillary revenue from merchandise and cafe sales. Additionally, social media engagement metrics increased by over 150%, reflecting greater brand awareness.

This case study sticks with me because it exemplifies the power of combining digital strategies with community-based marketing to create a sustainable growth model. It shows how businesses can use holistic, integrated approaches to effectively adapt to new consumer behaviors and competitive landscapes.

Ryan Esco , Chief Marketing Officer, FireRock Marketing

A memorable marketing case study is the “Share a Coke” campaign by Coca-Cola. Initially launched in Australia in 2011, this campaign personalized the Coke experience by replacing the iconic Coca-Cola logo on bottles with common first names.

The idea was to encourage people to find bottles with their names or those of their friends and family, creating a more personal connection to the brand. The campaign was an enormous hit and was quickly rolled out worldwide, incorporating more names and even terms of endearment in different languages.

The brilliance of this campaign lay in its use of personalization, which tapped directly into the social media trend of sharing personal moments. People enthusiastically shared their personalized Coke bottles on various social media platforms, significantly amplifying the campaign’s reach beyond traditional advertising media.

This strategy boosted sales and reinforced Coca-Cola’s position as a fun and innovative brand. The “Share a Coke” campaign is a powerful example of how traditional products can be revitalized through creative marketing strategies that engage consumers personally.

Sahil Kakkar , CEO and Founder, RankWatch

For me, a standout marketing case study that really sticks with me is Dropbox’s referral program strategy back in their early days. By offering free storage space for every successful referral, they incentivized existing users to spread the word organically, resulting in exponential growth at virtually no acquisition cost.

What made this case study so brilliant was how elegantly it aligned product experience with viral sharing. Users had a vested interest in sharing Dropbox since it directly expanded their own cloud storage. This created a self-perpetuating cycle where better product engagement fueled more referrals, which then improved engagement further.

It was an ingenious lever that capitalized on the inherent sharing dynamics of their service to ignite explosive growth. The simplicity and potency of this growth hack is what truly resonates as a paragon of effective guerrilla marketing.

Ben Walker , Founder and CEO, Ditto Transcripts

One marketing case study that has always stuck with me was a campaign I led for a major CPG brand a few years back. The goal was to increase awareness and trial of their new line of organic snacks among millennial moms in a crowded market.

We developed an influencer seeding strategy focused on relatable mom micro-influencers on Instagram. Instead of just sending products, we worked with the influencers to develop authentic content that told real stories about the role of snacking and nutrition in busy family life. The photos and videos felt genuine, not overly polished or promotional.

Engagement was through the roof—the content resonated so strongly with the target audience. By the end of the 3-month campaign, we increased awareness by 45% and trial by over 20%. The CPG brand was thrilled, and the case study became an example we still reference today of the power of influencer marketing done right. Authenticity wins.

Gert Kulla , CEO, RedBat.Agency

One marketing case study that stuck with me was the Airbnb “We Accept” campaign, launched in 2017, focusing on social impact. This response to the global refugee crisis aimed to promote inclusivity, diversity, and acceptance within communities worldwide.

What made this case study remarkable was its ability to leverage the Airbnb platform to facilitate connections between hosts and displaced persons, providing them with temporary housing and support.

Airbnb demonstrated its commitment to using its platform for social good and making a tangible difference in the lives of those in need. This aligned with its mission to create a world where anyone can belong anywhere.

At the end of the day, Airbnb’s “We Accept” campaign was a compelling case study showing brands how to address social issues, promote inclusivity, and drive positive change in communities worldwide.

Peter Bryla , Community Manager, ResumeLab

One standout marketing case study that sticks with me is the “Amul” marketing campaigns by Amul, the iconic Indian dairy cooperative, make for excellent and impactful case studies as well. Here’s why Amul’s marketing stands out:

The Amul Girl – The mascot of a mischievous, friendly butter girl has become one of India’s most recognizable brand icons since her inception in 1966. Her presence on topical ads commenting on the latest news and pop culture trends has made Amul’s billboards a long-standing source of joy and relevance.

Topicality – Amul’s billboards and newspaper ads are renowned for their topicality and ability to humorously comment on major events, celebrity happenings, and political developments within hours. This real-time marketing has kept the brand part of daily conversations for decades.

Humor – The not-so-secret sauce is the brilliant use of puns, wordplay, and satirical humor that Amul consistently delivers through the eyes of the Amul Girl. The healthy, inoffensive jokes have earned a cult following.

Longevity – Very few brands can boast an equally iconic and successful campaign running for over 50 years, still keeping audiences engaged across multiple generations. The long-running property itself has become a case study in sustaining relevance.

Local Connect – While achieving pan-India recognition, the puns often play on regional language nuances, striking a chord with Amul’s Gujarati roots and building a personal connection with local consumers.

The impact of Amul’s long-running topical billboard campaign is unmatched—it has not only strengthened brand recognition and loyalty but has also made the cooperative a beloved part of India’s popular culture and daily life. Creativity, agility, and contextual marketing at its best!

Yash Gangwal , Founder, Urban Monkey

AXE’s “Find Your Magic” Brand Refresh

Axe (Lynx in the UK) had created a problematic brand image from past marketing efforts. Their focus on ‘attraction is connected to conquest’ hadn’t dissuaded men from buying their deodorants, but had a toxic effect on perceptions of women. Research conducted on brand equity showed that brand equity was declining, with this perception of the brand aging poorly and desperately needing a refresh to continue allowing the brand to be relevant for the future.

That led to a superb partnership with creative agency 72andSunny Amsterdam. Unilever was able to tap into an entirely new philosophy for its brand:

Empower men to be the most attractive man they could be – themselves.

With that idea in mind, 2016 saw the launch of the AXE ‘Find Your Magic’ commercial, a stunning celebration of the diversity of modern masculinity. The campaign also saw the release of a new range of premium grooming products and a supporting influencer marketing campaign featuring brand ambassadors, including John Legend.

While not all parts of the creative were successful, the campaign drove more than 39 million views and 4 billion media impressions in the first quarter after the launch. But most critically, AXE saw a 30+% increase in positive perception of their brand.

This campaign will stand the test of time because it combines several important and brave initiatives:

• A forward-thinking mentality that the brand image you have today may not be suited for a future world
• A broader understanding of what your customer base looks like – women also play a big role in men’s choice of deodorant
• A big and bold attempt to change the way your brand is perceived – and succeeding with flying colors.

Yannis Dimitroulas , SEO and Digital Marketing Specialist, Front & Centre

One standout marketing case study that sticks with me is the campaign for Squatty Potty. The brand created a humorous video featuring a unicorn pooping rainbow ice cream to demonstrate the benefits of using their product. This unconventional approach garnered widespread attention and went viral, generating millions of views and shares on social media platforms.

The success of this campaign can be attributed to its creative storytelling, humor, and shock value, which made it memorable and engaging for viewers. By thinking outside the box and taking a risk with their messaging, Squatty Potty was able to create a unique and effective marketing strategy that resonated with consumers.

This case study serves as a reminder that creativity and originality can set a brand apart in a crowded marketplace, ultimately leading to increased brand awareness and customer engagement.

Carly Hill , Operations Manager, Virtual Holiday Party

The Old Spice ‘The Man Your Man Could Smell Like’ campaign remains etched in my memory. Its brilliance lies in its humor and creativity. By featuring a charismatic spokesperson and employing absurd scenarios, it captured viewers’ attention and went viral.

The campaign seamlessly integrated across platforms, from TV to social media, maximizing its reach. Its cleverness and entertainment value made it unforgettable, setting a benchmark for engaging marketing strategies. The case study showcases the importance of storytelling and humor in capturing audience interest and driving brand awareness.

Dan Ponomarenko , CEO, Webvizio

A marketing case study that has made a lasting impression on me is the Red Bull Stratos Jump. This campaign was for Felix Baumgartner’s record-breaking jump from the edge of space, sponsored by Red Bull. The goal of this campaign was to create buzz and generate brand awareness through this extreme event.

The reason why this case study stands out to me is because of its successful execution in capturing the attention and interest of not just extreme sports enthusiasts, but also the general public.

The live broadcast of Baumgartner’s jump on various channels and social media platforms garnered over 52 million views, making it one of the most-watched live events ever. Red Bull’s strategic use of real-time marketing, storytelling, and high-quality visuals made this campaign a huge success, resulting in a significant increase in sales and brand recognition for the company.

This case study serves as a great example of how a well-planned and executed marketing campaign can effectively reach and engage with a wide audience.

Brian Hemmerle , Founder and CEO, Kentucky Sell Now

One standout marketing case study that resonates with me is the SEO transformation for Maple Dental. This campaign dramatically improved their local online visibility, leading to a substantial increase in new patient appointments. The integration of Google Maps SEO proved to be a game-changer, emphasizing the power of local search optimization in attracting nearby clients.

What made this case study exceptional was the measurable impact on the clinic’s business. For instance, the campaign led to a 230% increase in phone calls and a 223% increase in website visits. Such clear, quantifiable results showcased a direct contribution to business growth. These metrics are vital for demonstrating the return on investment in digital marketing efforts.

Additionally, the use of a targeted approach to enhance Google Maps visibility was particularly compelling. By optimizing their presence on Google Maps, Maple Dental saw a 250% increase in monthly maps impressions, which directly correlated with increased patient inquiries and visits.

Ihor Lavrenenko , CEO, Dental SEO Expert

One case study that always comes to mind is Dollar Shave Club’s launch video in 2012. It was called “Our Blades Are F*cking Great,” and let’s just say it got people talking! This video was hilarious and totally different from those fancy shaving commercials we were used to seeing. It spoke directly to guys, poked fun at expensive razor prices, and offered a way to get awesome blades for much less.

Additionally, it told everyone to check out their website. It was short, catchy, and made a huge impact. This is a perfect example of how a creative and funny video can grab attention, make people remember your brand, and get them to become customers.

Perry Zheng , Founder and CEO, Pallas

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[Updated] 8 Best marketing case study examples

Social listening and consumer intelligence will knock your marketing campaigns out of the park. No question.

Don’t believe me?

The following types of case studies speak for themselves about why you should… listen. Show me the success stories!

Table of content

• Grubhub | Consumer insights feed the soul
• UNICEF | Fighting misleading information with conversational insights
• University of Sydney | Proves the value of social media
• Bella&Brava | Image recognition sees all 
• HelloFresh | Social listening is the secret ingredient 
• Hong Kong Airlines | How to turn a crisis into a soaring success
• Bonduelle | Breaking down data silos to make critical business decisions
• Lion & Lion and Rimmel | Changing the face of Malaysian makeup

Grubhub marketing case study | Consumer insights feed the soul

When the world went into lockdown, food delivery services became an essential part of all our lives. But how to do it safely?

Based in the US, Grubhub is a food ordering and delivery platform that connects consumers with local restaurants and takeaways. To understand what people wanted and meet their new demands, the brand turned to consumer insights.

COVID-19 brought the world to its knees. People feared for their health and for their income. The challenge for Grubhub was how to address consumer concerns with regard to a restricted household budget, disinfection protocols, the mechanics of safe food delivery, and more.

Using our consumer intelligence platform, the Grubhub team monitored for diners' negative experiences, and countered with positive experiences.

When Grubhub's Belly Dance ad first aired on TV, it fell below expectations, receiving low engagement. Suddenly, in January 2021, the commercial became a viral meme, receiving over 40K mentions on social media in one month.

Working with Talkwalker, the brand created a strategy as to how to join this growing conversation .

Think you can make a commercial better than us? Prove it. Add your own music to it or suggest a song, then tweet it with #DeliverTheRemix . You could have your song featured in our commercial and win a YEAR of free food. Ends 1/19. No purch nec. 50 US/DC, 18+. Rules in bio. pic.twitter.com/cRxIFKAji9 — Grubhub (@Grubhub) January 16, 2021

As the campaign became more successful, the team launched the #DeliverTheRemix contest, asking followers to help choose the next song in the “Belly Dance” ad. Consumers loved it, creating a ton of fun and creative pieces of content.

To understand how Grubhub was able to turn negative community sentiment and drive a brand-amplifying strategy , read the Grubhub marketing case study.

Download the Grubhub marketing case study

UNICEF marketing case study | Fighting misleading information with conversational insights

Throughout the COVID-19 pandemic, we've been bombarded with misinformation about the virus and the various vaccines. As this case study shows, we look at how UNICEF MENARO developed a communication strategy to battle the fake news that threatened to undermine the vaccine program in the Middle East and North Africa.

The pandemic caught us by surprise, and we lacked a reliable source of truth. This issue was exacerbated with the release of the vaccine, when we suffered a further deluge of fake news that fed the rising anti-vaccine mood.

It became critical for organizations promoting the vaccine to understand the concerns of the public , enabling them to put peoples' fears to rest. And build trust in vaccines.

For UNICEF MENARO this meant using Talkwalker's consumer intelligence platform to track misinformation keywords , along with mentions of COVID-19 in online conversations in the MENA region to see just how serious the situation was.

Sentiment analysis was used to find the overall sentiment around vaccines, with results showing that net sentiment was low, proving vaccine hesitancy.

The net sentiment around vaccines from December 2020 - April 2021 demonstrated the overall negative view of vaccines.

To shift the sentiment, UNICEF in MENA activated the voices of community members to engage with people and allay their vaccine fears.

UNICEF'S communication strategy delivered a data-driven narrative using strategic partnerships, influencer marketing, and real-life testimonies. Short-form videos that were a strong part of the strategy, with the video for the #MaskUp campaign receiving over 136K mentions between April 2020 and May 2021.

Number of mentions of #MaskUp in the MENA region during the past 13 months.

UNICEF continues to play a key role in monitoring conversation around the pandemic, whether it's positive or negative. 

To understand more about how UNICEF used consumer intelligence to battle fake news , and the successful campaigns it launched, check out our UNICEF marketing case study.

Download the UNICEF marketing case study

University of Sydney marketing case study | Proves the value of social media

The secret to a successful social media strategy is ensuring it's aligned with your business goals.

This marketing case study explores how the University of Sydney used a combination of Hootsuite and Talkwalker and increased sentiment, engagement, and video views.

The university was looking to boost its reputation for research, entice a more diverse range of top-level students, and build a brand that would stand out in a crowd. A forward thinking university, social media would inevitably play a big part, so much so, it already had a Social Squad using Hootsuite, Talkwalker, and Adobe.

What did the squad do? Bringing the various faculty teams together, it created a social media strategy that aligned content, goals, and reporting across it's 36 official social channels.

Sentiment analysis and social media listening enabled the university to measure and manage its brand reputation . Collecting insights that informed the campaign strategy and boosted sentiment through social media communication.

When sentiment turned negative during the COVID-19 lockdown, the Stay Strong India campaign brought about a 30% increase in net sentiment score.

“The insights that Talkwalker provides us have been incredible and have really informed our campaign strategy. Providing these insights to our stakeholders demonstrates what social media can do for our brand and helps us secure investment to increase our budgets and grow our team.” Liz Grey | Social Media | University of Sydney

In the past, when content was shared across multiple channels without a plan, reporting results was hard. The introduction of Hootsuite Impact meant that the team could efficiently report on engagement, campaign performance, and ROI.

A year into its successful social media strategy, the university continues to collect student insights, and is looking to recruit influencers to meet new goals.

For more details on how the university used social media to improve its reputation, download our University of Sydney marketing case study.

Download the University of Sydney marketing case study

Bella&Brava marketing case study | Image recognition sees all

I love pizza, you love pizza. 

With a whopping 106.2K mentions on July 9th, 2019 on Twitter alone, it’s clear that everyone loves posting about pizza.

Data found using Talkwalker’s QuickSearch .

The most popular emojis used when it comes to discussing pizza.

When Venice-based pizzeria Bella&Brava wanted to open restaurants in new locations, it partnered with digital consultancy company OpenKnowledge to harness the power of social media.

Using Talkwalker’s proprietary image recognition technology , OpenKnowledge analyzed data from user-generated content - UGC - created by the consumers Bella&Brava were looking to feed. Their hip, young target audience.

Using image recognition, photos of pizzas posted on social media platforms - Instagram, Facebook, Twitter - were identified, along with background scenes and objects. 

The consumer insights collected from social networks helped Bella&Brava make critical business decisions . Which cities to open in? Which brand partnerships to explore? How will cultural differences influence the design of each new menu?

Read Bella&Brava’s marketing case study to see how social listening and consumer insights will put your brand ahead of your competitors, purely by listening to consumers and meeting their demands .

Download the Bella&Brava marketing case study

“In the digital age, there are two types of organisations: those that collect data and those that transform it into opportunities” Ilaria Baietti, Director - Brand Interaction, OpenKnowledge

Speed up the growth of your business by closing the gap between your brand and consumers. Boom!

HelloFresh marketing case study | When social listening is the secret ingredient 

When HelloFresh, the world’s leading meal kit company, was struggling with social media data, it was time to call Talkwalker. .

Previously, the brand had been manually collecting social media data. This was not only  time consuming, but vital information was being missed .

Humans are great, but when you consider the amount of social data out there…

It was time to freshen up HelloFresh’s marketing strategy with social listening.

“At HelloFresh, data is at the center of everything we do. It was only natural for us to turn to social listening to improve the performance and efficiency of our marketing and communications teams. Talkwalker has allowed us to unlock access to a much larger conversation around our brand than ever before.” Jordan Schultz, Social Media Manager, HelloFresh

Talkwalker’s consumer intelligence platform was able to identify consumer insights , then translate into meaningful data. Moving forward, HelloFresh identified more than 400% more mentions per month.

With all these new insights to hand, HelloFresh began to develop a crisis management plan.

Take a look at our HelloFresh marketing case study, for more details

Download the HelloFresh marketing case study

Hong Kong Airlines marketing case study | How to turn a crisis into a soaring success

This is a case study from a few years back, so pre pandemic. But it remains a landing page that converts, bigly.

What’s every traveler’s dream and every airline’s nightmare?

When a Hong Kong Airlines flight from Los Angeles to Shanghai was mispriced at $561, consumers rushed to make the most of this mistake, with the Hong Kong Airline marketing team scrabbling for their oxygen masks.

The buzz from the mispriced tickets caused a huge increase in mentions, engagement and reach.

What were their options in the face of this PR crisis ? Search for the nearest exit? Or, buckle up and go along for what was sure to be a bumpy ride? 

Hong Kong Airlines decided to take another route. They chose to breeze right through it.

Luckily, they were prepared because of social listening and consumer intelligence. By using the insights from Talkwalker’s social media data and sentiment analysis , they were able to plan accordingly and protect their brand reputation .

“When we see what is happening in “real time” on social media we are better prepared to make timely and informed decisions and communicate those decisions well. Social listening and analytics tools are critical to success. In this case, we managed to turn what could have been a damaging issue, into a fantastic PR opportunity. With 4,900% more engagements created in a one week period.” Dennis Owen, General Manager of Branding and Social Media, Hong Kong Airlines

Read the Hong Kong Airlines case study to learn how they used social media data from competitors, and sentiment analysis to inform their strategic decisions. All while keeping long term customers and potential customers happy.

Download the Hong Kong Airlines marketing case study

Bonduelle marketing case study | Breaking down data silos to make critical business decisions

Bonduelle, a major French brand in the FMCG/CPG industry, was in the grips of optimizing its online brand strategy. The company that specializes in providing frozen and canned vegetables daily to over 100 countries, wanted to ensure that all its consumer data was readily available across its entire company.

The problem?

Data silos in Bonduelle.

Each department was collecting its own data and interpreting it, without a platform from which to share the information with other teams. This is a common issue. The State of Social Intelligence Report points out that 31% of organizations offer their teams limited access to social data.

The crucial information was hidden away in the dark depths of the team’s computer folder – unable to be used across departments to identify added benefits.

Social listening held the key to knocking down these data walls. It brought together information from online, social media, and traditional press all on one platform . Allowing Bonduelle to find the topics that were being discussed alongside their products or services, images associated with the brand, their high-performing influencers, and how to protect their brand reputation from negative comments.

Talkwalker offered the perfect solution, giving the brand the opportunity to build their own dashboard and choose who would have access to the data.

Read Bonduelle’s marketing case study to learn more about how it...

• Determined positioning based on data maturity scale in report
• Identified its progress in terms of data maturity
• Created necessary systems and teams for scalable processing of data
• Introduced the chief data officer role to maximize the value of data as it progresses

Download the Bonduelle marketing case study

Lion & Lion and Rimmel marketing case study ­| Changing the face of Malaysian makeup

When faced with the relaunch of the British cosmetics brand Rimmel in Malaysia, the brand’s digital marketing agency, Lion & Lion, turned to social media.

With the increasing demand for authenticity and inclusivity, the beauty industry has been opting for social media and specifically, influencer marketing instead of traditional advertising methods. 

Makes sense!

It’s a trend that resonates with Gen Z . Econsultancy states that 65% of this group rely on social media to find and choose beauty products. 

Rather than listening to marketers telling you what to buy, social media, blog posts and influencers become the cool friend with the inside scoop on the latest makeup trend. So, it’s no surprise that cosmetics brands are turning to social media marketing and social listening for consumer insights into what people really want.

In a country where the k-beauty brands dominate the shelves, the first step was to make Rimmel stand out in the crowd. 

The data showed that consumers trust that beauty is more than skin deep. It’s all about being confident. It’s all about being confident. They want bold, experimental makeup to create distinctive looks.

Rimmel then launched the #MakeUpYourOwnRules marketing campaign which championed self-expression and all-inclusive beauty that radiates confidence.

“As a result, we saw an increase in branded search and share-of-voice, and gained around 3x of our initial market share target within the first year of launch” Cheska Teresa, Managing Director, Lion & Lion in Malaysia  

For more details on how Lion & Lion took full advantage of social listening and consumer intelligence for Rimmel, read Lion & Lion’s marketing case study.

Download the Lion & Lion and Rimmel marketing case study

Drive your marketing with consumer intelligence

There you have it. 8 of our best marketing case study examples. Download them all to discover how some of the world's biggest brands use our consumer intelligence platform to drive their marketing strategies to success . Our industry-leading platform turns social and owned data into powerful and easy to action consumer insights. Don’t get left behind…

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VIDEO TESTIMONIAL

10 Best Case Study Examples for Marketers

June 4, 2024

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

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

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

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

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

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

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

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

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

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

What Is a Case Study?

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

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

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

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

Here is what such a format can capture:

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

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

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

Types of Case Study

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

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

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

1. Problem Solution

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

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

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

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

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

2. Before/After

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

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

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

Consider this Salesforce case study example.

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

We know how to sell your story using your product UI

3. Success Story

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

First, a case study. By leveraging emotional marketing and our own emotional targeting process we helped https://t.co/NDH80kv37m increase: – Conversion rates from comparison pages by 54% – ICP signups from landing pages by 172% – Homepage conversion rates by 7x — Talia Wolf (@TaliaGw) May 17, 2023

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

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

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

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

4. Interview Style

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

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

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

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

10 Best Case Study Examples

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

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

1. Content Beta

Type: B2B Journey

Summary: A creative design company handled the end-to-end video production process for a software firm. They also solved brand alignment and scaling problems by offering a CaaS (creative as a service) solution.

What we Liked: Before/After comparative diagrams and business impact quantified with data

Category: Collection of customer stories

Summary: An app for managing corporate expenses saves time and worries

What We Liked: The video of a customer speaking of their journey, the minimalist design, collection of customer stories as a case study

Category: Success Story

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

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

Summary: A revenue intelligence platform optimized sales pipeline

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

Category: Customer Experience

Summary: A web3 marketplace increases visibility for an art project

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

Category: Customer Story Gallery

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

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

Category: Interview-style

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

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

Category: Problem Solution

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

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

9. Biteable

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

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

Category: Experience Story

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

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

Case Study Format

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

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

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

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

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

How to Write a Case Study

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

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

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

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

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

Why Choose Content Beta?

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

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

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

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

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

Schedule a call with us today!

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

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

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

Frequently Asked Questions (FAQs)

What are the key elements of a marketing case study?

The key elements of a marketing case study are:

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

What are the best practices for writing a marketing case study?

The best practices for writing a marketing study are:

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

What are the common mistakes to avoid in case study writing?

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

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

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16 B2B Marketing Case Studies

Insights from industry professionals, founders, CEOs, and marketing managers

Explore 16 real-life B2B Marketing case studies from actual businesses. We gathered insights from founders, CEOs, and marketing managers. Discover practical strategies beyond traditional advertising and paid media. Rather than reinventing the wheel, learn from the experiences of industry professionals.

See how these experts leveraged user reviews in Online Reputation Management (ORM) and adopted account-based marketing approaches. These practical B2B Marketing case studies provide valuable guidance.

Explore their practical insights and strategies and avoid costly trial-and-error approaches. Or find inspiration for your own B2B marketing campaigns.

Prepare to elevate your game with actionable B2B case studies from the field.

3 Article Highlights

• 15 highly relevant B2B marketing case studies
• B2B case studies from founders, CEOs, and marketing managers
• B2B marketing use cases from real-life companies

Table of Contents

B2B Marketing Case Study Overview

B2b content marketing use cases, strategic branding and positioning use cases, b2b marketing strategy use cases, digital and online b2b marketing use cases, offline b2b marketing use cases.

Subscribe and Learn B2B Marketing.

Learn from 16 Real-Life Use Cases

Creative Social Media Campaign Boosts Sales

Content marketing and seo strategy, embrace content marketing, leverage user reviews in orm, become a data source for industry, host thought leadership webinars, utilize brand ambassadors, forge strategic partnerships, utilize review sites, account-based marketing approach, integrate online and offline marketing, linkedin business page, collaborate with industry influencers, leverage linkedin for organic growth, harness social media power, trade shows and channel partnerships, gira use case, samson ag use case, implementing marketing automation what a ride.

Creative and Oustanding Content Marketing

Chapter Overview

Social-media campaigns should sometimes be more creative than purely emotional. For instance, the campaign launched, highlighting the 2D floor plan, 3D video walkthrough render, and 3D floor plan in a Barbie theme promoted the new 3D products launch much better than any generic posts.

The timing was crucial, as the interest and popularity of Barbie and pink peaked in July and August at the highest rates, resulting in significantly more orders. Having a team to execute bolder ideas can help stand out online from the competition. Be bold and audacious, even if it means using branded memes. Branding is everything, and being shy is not the way to conquer the US.

Link to the campaign:

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Anastasia Corjan , Senior Marketing Manager, CubiCasa

An impactful B2B marketing case study that steps beyond traditional advertising is the use of content marketing infused with SEO and thought leadership. This approach is crucial for growing brand awareness and generating leads for a company like ours, which specializes in fulfillment and logistics services.

Rush Order capitalizes on creating meaningful, SEO-driven content, including in-depth blog articles, white papers, toolkits, case studies, and guides, providing actionable insights into order fulfillment’s intricacies for potential clients.

This strategy drives organic traffic to our site and cultivates higher levels of engagement, ultimately building a community and a sense of trust around our brand. It’s a testament to the power and longevity of content marketing and thought leadership in B2B marketing. It demonstrates that significant growth and a strong brand reputation can be achieved without primary reliance on paid advertising.

Dana Madlem , Vice President, Services, Rush Order

Content marketing is a prime B2B case study of an effective digital B2B marketing approach that doesn’t rely on advertising or paid media. By creating valuable and informative content, businesses can attract and engage potential customers while also establishing themselves as thought leaders in their industry.

This can include creating blog posts, e-books, webinars, and other types of content that provide useful insights and solutions to common industry problems. By making this content easily accessible and shareable, businesses can increase their brand awareness and establish trust with potential customers.

Additionally, optimizing this content for search engines allows businesses to attract more inbound traffic and generate more leads.

Georgi Todorov , Founder, ThriveMyWay

One of the best use cases for digital B2B marketing is Online Reputation Management (ORM), specifically through the utilization of user reviews. ORM involves monitoring, influencing, and improving how a business is perceived online. User reviews play an integral role in this strategy.

In a B2B context, businesses often check reviews and testimonials of other companies before choosing to collaborate or purchase. Therefore, encouraging satisfied customers to share their positive experiences online can significantly enhance a company’s reputation. This can be done through emails after service delivery, prompting for reviews on the company’s website, or on relevant B2B review platforms like G2 or Trustpilot.

Joe Kevens , Founder and Director of Demand Gen, B2B SaaS Reviews

Use B2B Marketing for Thought Leadership, Branding and Strategic Positioning

For me, becoming a source of data points and information for industry publishers and journalists to utilize is often an incredibly overlooked strategy, especially in B2B markets.

You can get organic traffic and backlinks via publication references when creating stats and data points relevant to a given industry. This approach to content can provide passive link-building assets for your site over time.

Ashley Woodyatt , Marketing Manager, Woodyatt Curtains

One of our best digital B2B marketing case study is hosting thought leadership webinars. By organizing webinars featuring industry experts and thought leaders, we provide valuable insights and share expertise with our target B2B audience. These webinars position our company as a trusted authority in the B2B space, allowing us to build credibility and establish relationships with potential clients.

The webinars offer an interactive platform where participants can engage with the experts, ask questions, and gain valuable knowledge specific to their industry. The webinar format allows us to showcase our industry expertise, share relevant content, and address the pain points and challenges our target audience faces. It’s an effective way to generate leads, nurture relationships, and establish our brand as a go-to resource in the B2B sector.

Roy Lau , Co-founder, 28 Mortgage

Brand ambassadors are a major trend in helping small businesses increase brand awareness. This is an opportunity for influencers or loyal customers to rave about their favorite products online. As word-of-mouth marketing is one of the most successful strategies, it can help a small business improve its digital presence and connect with consumers worldwide.

Maegan Griffin , Founder, CEO, and Nurse Practitioner, Skin Pharm

Think and Act Strategically

One effective way to implement digital B2B marketing apart from ads is through content marketing and strategic partnerships. I have personally utilized this approach within my organization by creating valuable content that addresses the needs of my target audience. This includes social media posts, podcasts , videos, and blog articles that provide useful information and address SEO concerns.

To further improve our content’s caliber, I collaborated with B2B industry leaders such as CEOs and subject matter experts. This resulted in a successful video series highlighting our top B2B SEO strategies, featuring practical advice, real-life examples, and even heated debates. As a result, we generated a wealth of information that created a buzz throughout the entire B2B community.

Best of all, this strategy did not require any advertising expenses. Instead, it was all about producing high-quality content and establishing meaningful partnerships.

Maria Harutyunyan , Co-founder, Loopex Digital

Review sites like G2, Capterra, and Sourceforge have played critical roles in our marketing strategy. Our business is B2B software, and these sites are where knowledgeable buyers congregate. The specific review site will differ per industry, but the principle stays the same. Buyers want to see credible feedback from other buyers.

Trevor Ewen , COO, QBench

One of our top digital B2B marketing use cases is account-based marketing (ABM). By tailoring our marketing efforts to specific target accounts, we personalize content and messaging to address each account’s unique needs and pain points.

This approach allows us to create highly relevant and customized experiences for our B2B prospects, increasing engagement and building stronger relationships. With ABM, we focus on delivering value and solving the specific challenges of our target accounts, which leads to more meaningful interactions, higher conversion rates, and, ultimately, stronger business partnerships.

Jason Cheung , Operations Manager, Credit KO

Integrating online and offline marketing is the best digital B2B marketing case study. This is because you can make more informed marketing decisions using the same. Customers can consume information whenever they want and buy products wherever they want. Digital platforms make it easy for customers to purchase products in a few seconds.

If they want, they can go to your offline store and also buy from there. They can check the availability of products as well on the offline store. Many businesses follow this process but do not advertise for it. However, they must ensure their online and offline marketing strategies cater to customers’ wants and needs.

Many businesses don’t bother about advertising their offline stores. They follow offline marketing strategies for the same. But you can integrate both ways to sell products and increase sales exponentially.

Saikat Ghosh , Associate Director of HR and Business, Technource

Tactics and Strategies to Win Online

LinkedIn Company pages are dead. Unless you write it like a landing page.

The Penfriend.ai LinkedIn landing page example showcases how great copywriting breaks through the noise on LinkedIn.

Inge Von Aulock , CEO Top Apps, says: We launched the MVP for Penfriend.ai on December 1, 2023, with a waitlist. Here are the stats we they gathered:

• Waitlist Duration: 28 days
• Emails Sent: 13 emails, average 62% open rate, 12.7% click-through rate (CTR)
• Conversion to Users: 25.6%
• Conversion to Paid Users: 25.2%

Here’s the full story on how they did it:

Penfriend LinkedIn Page © Penfriend

One of our best and unique B2B marketing use cases involved leveraging industry influencers. We collaborated with respected experts, co-created content, hosted joint events/webinars, and gained endorsements through their social platforms. This extended our reach, built credibility, and connected with our target audience authentically without relying on traditional advertising or paid media.

Through our partnership with industry influencers, we were able to tap into their established networks, which exposed us to a wider audience of potential customers. The influencer’s endorsement acted as a powerful social proof, boosting trust and accelerating the decision-making process for prospects.

By engaging in meaningful collaborations with influencers, we increased brand awareness and fostered long-term relationships that resulted in ongoing support and mutual growth. This unique approach allowed us to stand out in the B2B market and achieve remarkable results.

Casey Preston , CRO and Founder, Stratosphere

Creating organic content on your personal LinkedIn page is a great way to grow a B2B presence and hence a top B2B marketing case study. Many businesses underestimate the reach that a successful LinkedIn post can have. With consistency, you can easily garner thousands of extra views on your posts and profile each week without spending a dime.

The more reactions and comments a post receives, the greater the chance of your post reaching other people’s feeds. That can subconsciously lead to networking opportunities if you see someone commenting that can bring value to your company.

Lastly, as your LinkedIn posts gain more traction, there are higher possibilities of finding other businesses that can assist with your weak points and possibly be the start of a symbiotic B2B relationship.

Having a company page on LinkedIn is great, but remember the fruitful strategy of developing organic content and growing your personal brand.

Matt Parkin , Founder, Mornings With Matt Consulting

Social media platforms have become essential for B2B marketers to engage with their target audience and build brand awareness. One digital B2B marketing use case is leveraging social media to create an active online presence, share valuable content, and build relationships with prospects and customers.

According to a recent study, 73% of B2B marketers use social media as a primary channel for content marketing. For instance, a technology company, Cisco, uses LinkedIn to share thought leadership articles and engage with its target audience. This strategy has helped Cisco generate leads and increase website traffic, resulting in a 4x increase in revenue.

Social media platforms also offer various features, such as groups, polls, and live streaming, which provide opportunities for B2B marketers to interact with their target audience and create personalized experiences.

Himanshu Sharma , CEO and Founder, Academy of Digital Marketing

Classic, above the line, B2B Marketing

As a startup operator, founder, and advisor, I’ve had my fair share of B2B marketing experiences. One of the best non-advertising strategies changes depending on your product or service.

For enterprise solutions, trade shows are invaluable. Especially niche ones with high ticket prices, attended by senior executives and industry thought leaders. These venues foster personal relationships, which is critical when selling high-ticket or innovative solutions.

For small to mid-ticket transactions, channel partnerships work wonders. They build trust, key for purchase decisions, while keeping customer acquisition costs manageable.

Regardless of your offering, content that showcases your expertise is always beneficial. Write valuable insights and distribute them freely across your social handles, trade shows, etc. Avoid requiring email capture to access this content; senior leaders dislike unsolicited follow-ups after downloading a free resource.

Rafael Sarim Özdemir , Founder and CEO, Zendog Labs

Stephan Wenger

B2B Marketing Expert, Editor and Marketing Management Consultant

Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of experience in leading global companies. His extensive expertise lies in the realms of B2B online marketing, content marketing, strategic marketing, and driving synergy between sales and marketing, including effective lead management.

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You are here: Influencer Marketing Hub » Influencer Marketing » 8 Influencer Marketing Case Studies with Incredible Results

8 Influencer Marketing Case Studies with Incredible Results

If you’ve been following influencer marketing for the past few years, you’re probably already aware that it’s highly effective for promoting brands and products. Businesses can work with influencers to drive product awareness, boost engagements, and increase sales.

Check out these eight influencer marketing case studies to learn how influencers have delivered impressive results for leading brands;

8 Influencer Marketing Case Studies with Incredible Results:

1. nike air vapormax, 3. youfoodz, 4. pottery barn.

• 5. Gerber Lil’ Beanies

6. Maybelline Falsies Push Up Drama

7. society6, 8. goodfoods.

Nike is the world’s leader in manufacturing and supplying athletic wear and sports equipment. And in 2017 alone, they generated more than $34 billion globally. But they’re not just one of the leading brands in the world; they’re also among the top users of influencer marketing. The brand has worked with both celebrities and social influencers for several campaigns to promote their products.

When the brand wanted to promote their new Air Vapormax series, they decided to team up with the popular YouTube channel “What’s Inside?” The channel is run by a father-son duo, and is famous for cutting up everyday objects to showcase what’s inside. The duo has been able to garner almost 6 million subscriptions for their two channels.

For their campaign, the YouTubers create a series of seven videos in which they integrated the brand’s messaging into the individual themes of both of their channels. They used their “WHAT’S INSIDE? FAMILY” channel to create vlogs and Q&As. And for their original “What’s Inside?” channel, they created a video in which they cut up a Nike Air Vapormax to show their viewers what’s inside.

This video alone has been viewed more than 3.6 million times, and has received 32,000 likes. The Nike Trip videos playlist has had more than 50,000 views. And the campaign helped build buzz for the new line of products from Nike.

Subaru has been experiencing significant growth over the past few years. And influencer marketing has played an important role in this growth. In fact, their sales increased by 10% during 2016 alone. One of their most successful influencer marketing campaigns was the, “Meet an Owner” campaign. The goal was to raise brand awareness, and improve their brand sentiment.

For this campaign, Subaru worked with 20 influencers across various categories ranging from fitness to art. Each influencer created unique pieces of content centered around a Subaru car, and infused their authentic voice into the content.

Zach King , for instance, created a video in which he tried to impress his date with a Subaru car. This video alone has more than 8 million views till date.

The Meet an Owner campaign had an overall engagement rate of 9%, generating thousands of comments and millions of likes for 58 sponsored posts. The brand has reported an increase in brand awareness as a result of the campaign.

Youfoodz is an Australian fresh meal company that wants to make healthy eating easier for everyone. When they wanted to promote the launch of their new winter menu, they decided to work with Instagram influencers who specialize in health and fitness as well as in food.

They partnered with a total of 81 influencers to highlight their healthy and convenient menu options. These influencers created 167 pieces of content for the campaign. In addition to this, they also shared more than 162 Instagram stories during the campaign.

Here’s an example of one of the posts created by influencer Brittany Daisy , who has more than 10,000 Instagram followers.

These pieces of content generated almost 70,000 direct engagements, and more than 500,000 impressions. The campaign was able to reach almost 1.5 million people across Facebook and Instagram. With the help of Instagram Stories , the influencers were also able to create authentic and “in-the-moment” content that engaged the target audience.

• 15 Influencer Marketing Examples to Power Your Influencer Campaign...
• 17 Key Influencer Marketing Statistics to Fuel Your Strategy

Pottery Barn wanted to promote their new collection of decors created in collaboration with interior designer Ken Fulk. They decided to work with an influencer who has an eye for interior design to showcase their pieces in a highly appealing manner.

The brand chose Holly Becker, who runs the blog Decor8 , for the campaign. The influencer used pieces from the collection to showcase different ways in which her readers could incorporate them in their own homes.

She also hosted a giveaway in which readers had a chance to win a $500 gift card. And to boost engagement for the contest, she asked readers to name their perfect companion for a dinner party.

Source: decor8blog.com

Through one influencer alone, the campaign generated 500 reader comments, and more than a thousand engagements. The social reach of the campaign was close to 4 million, helping the brand successfully promote the new Ken Fulk collection.

5. Gerber Lil’ Beanies

When Gerber wanted to launch their Lil’ Beanies product, their goal was to raise awareness and drive sales in their key target markets. They wanted to reach customers at Walmart, Kroger, Publix, and Target.

So with the help of Linqia and Catapult, the brand launched an influencer marketing campaign where influencers created authentic content positioning their product as a nutritional and delicious snack for toddlers.

For this campaign, Gerber worked with 324 influencers specializing in different niches – from travel and active living to food and parenting. What all these influencers had in common was that they all had children below two years of age.

Each of these influencers created original blog posts and social media posts in which they told an engaging story about their kids enjoying the Lil’ Beanies product. They also encouraged their audience to visit the official Lil’ Beanies landing page in order to download a digital coupon.

Here’s a blog post created by Amber, who runs Busy Creating Memories .

Source: busycreatingmemories.com

The 300+ influencers created a total of 9,400 pieces of content, which resulted in 9.2 million potential impressions. The content also inspired almost 260,000 clicks, likes, comments, social shares, and retweets. While the campaign was active, the campaign resulted in a national sales lift of almost 5% for Gerber’s Lil’ Beanies products.

Maybelline wanted to drive awareness and sales for their new Falsies Push Up Drama mascara, which was launched at Walmart. To accomplish this goal, they decided to work with beauty influencers who helped create content related to beauty tips and tricks as well as beauty hauls.

These influencers worked to drive in-store traffic and promote the in-store displays to highlight the product.

Here’s an Instagram post created by Kimberly Pavao .

The content created by these influencers garnered 73,700 views and 35.7 million total impressions. There were 10,900 engagements to the influencers’ blog page. And the brand’s total media value increased 1.3 times.

Society6, an ecommerce store and online community that allows artists to sell their artwork through various products, wanted to boost awareness of their brand. Since they have a very broad product offering, their target demographic was also equally broad.

So they decided it would be best to focus on a single demographic profile, and work with influential millennial women who are fashion conscious and in college.

These influencers created videos that highlighted the unique products available at Society6, which college-going women can use to decorate their dorm rooms. They wanted to build the idea that these products can help in personalizing their living space.

Here’s one of the videos created by YouTuber Katherout , who has more than 100,000 subscribers.

With the help of 21 influencers, the campaign resulted in 24 pieces of content published. The campaign videos have been viewed more than a million times, and have an engagement rate of 5.68%.

For GOODFOODS, the reason they wanted to work with influencers was to raise brand awareness for their natural guacamole and dips, and to eventually drive sales. The brand wanted to build a program in which influencers provide their audience with helpful tips on healthy snacking, party planning, etc.

They decided to work with 60 influencers with an expertise in food, parenting, lifestyle, and home verticals. These influencers were tasked to create original recipes and stories that feature products from GOODFOODS.

Here’s one of the recipes by Michele, who runs West via Midwest . She created a recipe for a white bean tortilla pizza implementing the chunky guacamole from GOODFOODS.

Source: westviamidwest.com

The 60 influencers created more than 2,000 pieces of content, ranging from blog posts and recipes to photos and videos. The campaign had 34 million potential impressions, and 71,000 engagements. It also returned a conversion rate of 34.2%.

The content created by influencers was also republished through Nativo , a native advertising platform. It managed to return a much higher conversion rate than the original campaign, delivering a conversion rate of 44.5%.

These are some highly impressive influencer marketing case studies that show just how much influencers can boost business. As you can see, these brands had varying goals and expectations out of their influencer marketing campaigns. While some wanted to raise brand awareness, others wanted to promote new products. And each time, influencers were able to deliver incredible results for the campaign.

Which of these campaigns did you find the most intriguing? Or do you know any other campaigns that you found particularly memorable? Let us know in the comments below.

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How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

Try Hootsuite for free. You can cancel anytime.

As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

Try It Free

Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

Try Hootsuite for Free

With files from Shannon Tien .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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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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Home — Essay Samples — Education — Case Study — Kroger Marketing Case Study: Strategies and Impacts

Kroger Marketing Case Study: Strategies and Impacts

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Change Management Case Study Examples: Lessons from Industry Giants

Explore some transformative journeys with efficient Change Management Case Study examples. Delve into case studies from Coca-Cola, Heinz, Intuit, and many more. Dive in to unearth the strategic wisdom and pivotal lessons gleaned from the experiences of these titans in the industry. Read to learn about and grasp the Change Management art!

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In the fast-paced world of business, staying ahead means being able to adapt. Have you ever wondered how some brands manage to thrive despite huge challenges? This blog dives into a collection of Change Management Case Studies, sharing wisdom from top companies that have faced and conquered adversity. These aren’t just stories; they’re success strategies.  

Each Change Management Case Study reveals the smart choices and creative fixes that helped companies navigate rough waters. How did they turn crises into chances to grow? What can we take away from their successes and mistakes? Keep reading to discover these inspiring stories and learn how they can reshape your approach to change in your own business. 

Table of Contents  

1) What is Change Management in Business? 

2) Top Examples of Case Studies on Change Management 

    a) Coca-Cola 

    b) Adobe 

    c) Heinz  

    d) Intuit  

    e) Kodak 

    f) Barclays Bank 

3) Conclusion

What is Change Management in Business?  

Change management in business refers to the structured process of planning, implementing, and managing changes within an organisation. It involves anticipating, navigating, and adapting to shifts in strategy, technology, processes, or culture to achieve desired outcomes and sustain competitiveness.  

Effective Change Management entails identifying the need for change, engaging stakeholders, communicating effectively, and mitigating resistance to ensure smooth transitions. By embracing Change Management principles, businesses can enhance agility, resilience, and innovation, driving growth and success in dynamic environments. 

Top Examples of Case Studies on Change Management  

Let's explore some transformative journeys of industry leaders through compelling case studies on Change Management: 

1) Coca-Cola  

Coca-Cola, the beverage titan, acknowledged the necessity to evolve with consumer tastes, market shifts, and regulatory changes. The rise of health-conscious consumers prompted Coca-Cola to revamp its offerings and business approach. The company’s proactive Change Management centred on innovation and diversification, leading to the launch of healthier options like Coca-Cola Zero Sugar.  

Strategic alliances and acquisitions broadened Coca-Cola’s market reach and variety. Notably, Coca-Cola introduced eco-friendly packaging like the PlantBottle and championed sustainability in its marketing, bolstering its brand image. 

Acquire the expertise to facilitate smooth changes and propel your success forward – join our Change Management Practitioner Course now!  

2) Adobe  

Adobe, with its global workforce and significant revenue, faced a shift due to technological advancements and competitive pressures. In 2011, Adobe transitioned from physical software sales to cloud-based services, offering free downloads or subscriptions.  

This shift necessitated a transformation in Adobe’s HR practices, moving from traditional roles to a more human-centric approach, aligning with the company’s innovative and millennial-driven culture. 

3) Heinz  

Berkshire Hathaway and 3G Capital’s acquisition of Heinz led to immediate, sweeping changes. The new management implemented cost-cutting measures and altered executive perks.  

Additionally, it introduced a more insular leadership style, contrasting with 3G’s young, mobile, and bonus-driven executive team. 

Commence on a journey of transformative leadership and achieve measurable outcomes by joining our Change Management Foundation Course today!  

4) Intuit  

Steve Bennett’s leadership at Intuit marked a significant shift. Adopting the McKinsey 7S Model, he restructured the organisation to enhance decision-making, align rewards with strategy, and foster a performance-driven culture. His changes resulted in a notable increase in operating profits. 

5) Kodak  

Kodak, the pioneer of the first digital and megapixel cameras in 1975 and 1986, faced bankruptcy in 2012. Initially, digital technology was costly and had subpar image quality, leading Kodak to predict a decade before it threatened their traditional business. Despite this accurate forecast, Kodak focused on enhancing film quality rather than digital innovation.  

Dominating the market in 1976 and peaking with £12,52,16 billion in sales in 1999, Kodak’s reluctance to adopt new technology led to a decline, with revenues falling to £4,85,11,90 billion in 2011.  

In contrast, Fuji, Kodak’s competitor, embraced digital transformation and diversified into new ventures. 

Empower your team to manage change effectively through our Managing Change With Agile Methodology Training – sign up now!  

6) Barclays Bank  

The financial sector, particularly hit by the 2008 mortgage crisis, saw Barclays Capital aiming for global leadership under Bob Diamond. However, the London Inter-bank Offered Rate (LIBOR) scandal led to fines and resignations, prompting a strategic overhaul by new CEO Antony Jenkins in 2012.  

Changes included rebranding, refocusing on core markets, altering the business model away from high-risk lending, fostering a customer-centric culture, downsizing, and embracing technology for efficiency. These reforms aimed to strengthen Barclays, improve shareholder returns, and restore trust. 

Conclusion  

The discussed Change Management Case Study examples serve as a testament to the transformative power of adept Change Management. Let these insights from industry leaders motivate and direct you as you navigate your organisation towards a path of continuous innovation and enduring prosperity. 

Enhance your team’s ability to manage uncertainty and achieve impactful results – sign up for our comprehensive Risk Management For Change Training now!  

Frequently Asked Questions

The five key elements of Change Management typically include communication, leadership, stakeholder engagement, training and development, and measurement and evaluation. These elements form the foundation for successfully navigating organisational change and ensuring its effectiveness. 

The seven steps of Change Management involve identifying the need for change, developing a Change Management plan, communicating the change vision, empowering employees, implementing change initiatives, celebrating milestones, and sustaining change through ongoing evaluation and adaptation. 

The Knowledge Academy takes global learning to new heights, offering over 30,000 online courses across 490+ locations in 220 countries. This expansive reach ensures accessibility and convenience for learners worldwide.  

Alongside our diverse Online Course Catalogue, encompassing 17 major categories, we go the extra mile by providing a plethora of free educational Online Resources like News updates, Blogs , videos, webinars, and interview questions. Tailoring learning experiences further, professionals can maximise value with customisable Course Bundles of TKA .

The Knowledge Academy’s Knowledge Pass , a prepaid voucher, adds another layer of flexibility, allowing course bookings over a 12-month period. Join us on a journey where education knows no bounds.  

The Knowledge Academy offers various Change Management Courses , including the Change Management Practitioner Course, Change Management Foundation Training, and Risk Management for Change Training. These courses cater to different skill levels, providing comprehensive insights into Change Management Metrics .   

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How to Get Food Influencers to Promote Your Restaurant

Learn strategies to collaborate with food influencers and boost your restaurant's visibility, sales, and brand awareness on social media.

Whether you're an experienced marketer or new to digital marketing, this article will help you navigate the complex world of influencer marketing and maximize its benefits for your restaurant.

For further reading, our Food Influencer Marketing Guide for Restaurants outlines detailed strategies on how to work with influencers so you can leverage their reach on platforms like Instagram, TikTok, and YouTube.

What is food influencer marketing?

Food influencer marketing taps into the credibility and influence of social media personalities to enhance your brand's visibility and convert their followers into new customers. Influencer marketing taps into the credibility and influence of social media personalities to enhance your brand's visibility and convert their followers into new customers. Influencers can be powerful allies in increasing brand recognition and driving sales. By partnering with the right influencers, your restaurant can reach a broader audience beyond traditional advertising channels.

Benefits of influencer marketing for restaurants

Influencer marketing offers several benefits for restaurants:

Trust and authenticity : Followers often trust influencers' recommendations as much as advice from friends.

High ROI : Influencer campaigns typically yield a high return on investment , significantly outperforming traditional digital advertising.

Brand awareness : Influencers help spread the word about your restaurant, fostering a virtuous cycle of social media engagement.

Surveys show that social media influencers significantly impact Gen Z and millennial dining choices. For example, 24% of Gen Z and 17% of millennials try new restaurants based on influencer recommendations. Over half of millennial TikTok users have ordered from a restaurant they discovered on the platform. 

Overall, the influencer marketing industry as a whole has grown 70% since 2020 , and is expected to be worth some $24 billion by the end of 2024 .

Influencer example: The Keith Lee effect

When influencer Keith Lee awards a restaurant a positive rating on TikTok, it can cause the famous "Keith Lee effect" — a sudden and dramatic spike in business due to the fact that his reviews reach an audience of over 16 million followers. This surge in visibility can lead to increased foot traffic, online orders, and greater brand awareness. 

A brief overview of food influencer marketing

Begin by identifying potential influencers who align with your brand's values and goals. Consider their audience, engagement rates, and content style, as well as the potential cost of engaging in a partnership with them. Establish clear communication upfront to ensure a positive and collaborative relationship.

Influencer types

Restaurant influencers don't conform to a single category — they include professional critics, hobbyist foodies, culinary creatives, and lifestyle or travel vloggers. For restaurants, finding and partnering with the right influencer as part of a broader marketing strategy can help boost the business' visibility. There is a wide variety of influencers out there, and our downloadable guide breaks down each tier of influencer, including estimated costs and reach.

Nano-influencers are cost-effective and great for personalized engagement.

Micro-influencers are ideal for growing brand awareness, with authority in specific niches.

Mid-tier influencers are known for professional-quality content across multiple channels.

Macro-influencers can be expensive, but are guaranteed to reach an enormous audience. 

Mega-influencers are considered "celebrities" from a social media perspective.

Influencer channels

Just as influencers have distinct content topics, audiences, and follower counts, they're also active across a diverse set of social media platforms. Here's a rundown of the top channels in the influencer marketing space from the State of Influencer Marketing 2024 benchmark report :

TikTok is great for generating engagement and excitement, and is famous for challenges that go viral. It's the channel of choice for 69% of brands that use influencer marketing.

Instagram is a popular platform for not only showcasing menu items, but the entire restaurant experience — 47% of brands that use influencer marketing utilize Instagram.

YouTube is a go-to platform for more substantial content such as behind-the-scenes tours, in-depth reviews, and interviews. This is the influencer marketing platform of choice for 33% of brands.

Facebook attracts a large and diverse audience, especially among demographics who may not be as active on the newer social channels, and 28% of brands use it for influencer marketing.

How to create Instagrammable dishes

Focus on the quality of your ingredients, garnishes, and composition to ensure your dishes translate well on camera. Thoughtful lighting and location can make your food look even more appealing. Familiar, hearty dishes often resonate more with audiences than overly stylized food.

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Influencer examples: Hispanic Heritage Month

During Hispanic Heritage Month, DoorDash sponsored campaigns with influencers visiting restaurants such as wezzarepas in Los Angeles, Puerto Viejo in New York City, La Victoria in San Jose, Bogota Bistro in Brooklyn, and Sergio's in Miami. These collaborations highlighted the unique offerings of these establishments, enhancing their visibility and customer engagement.

Popular questions about working with food influencers

What data and analytics should i be aware of.

Understanding customer insights and other analytics is important. This data can help you select influencers whose followers match your target audience, ensuring that your campaign reaches the right people. Analytics like customer location, order history, item preferences, and reviews can help you determine which menu items to promote, and when.

What do I need to know about the influencer and their audience?

Research the influencer’s engagement rates, audience demographics, and content style. Ensure they align with your brand values and that their audience matches your target market.

What are the different types of influencer partnerships?

Influencer partnerships can vary from one-off posts to long-term collaborations. Here are some innovative marketing ideas for working with influencers:

Exclusive events: Host tasting events or menu launches.

Discount codes: Share special codes that influencers can distribute to their followers.

Giveaways and contests: Engage potential customers through exciting social media contests.

Custom collaborations: Co-create menu items or showcase behind-the-scenes activities.

How do I evaluate influencer engagement rates?

Engagement rates indicate how actively an influencer's followers interact with their content. High engagement rates often mean a more loyal and engaged audience, making the influencer a valuable partner.

How do I measure campaign performance?

Track metrics such as likes, comments, shares, and clicks to evaluate the success of your influencer campaign. Sales data and redemption of discount codes can also provide insights into the campaign's effectiveness.

Influencer marketing case study: Coyo Taco 

Coyo Taco , a Miami-based taqueria, integrates influencer collaborations into their regular marketing strategy. They host micro and macro-influencers weekly and have larger campaigns involving multiple influencers to promote events and partnerships. For instance, their collaboration with DoorDash involved influencers of varying calibers, resulting in a successful promotion tracked through unique discount codes.

"Each week, we have at least three influencers coming in to dine at one of our five locations across South Florida, whether it's a micro-influencer or a macro-influencer. And then we'll have larger campaigns or events, with 10 to 15 influencers posting throughout the week to promote it."

Download the Food Influencer Marketing Guide for Restaurants

By creating social media conversations around your restaurant, an influencer marketing campaign can be the catalyst for more engagement, where your customers feel inspired to share their experience. This is a powerful strategy for restaurants looking to grow their audience and increase brand visibility. 

P artnering with the right influencers and leveraging their reach across various platforms can help restaurants achieve significant business growth. For more insights and detailed strategies, download our complete guide to food influencer marketing.

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8 Real Digital Marketing Case Studies

December 24, 2021 ~

Last updated: May 4, 2023

We’ve put out so many posts covering different marketing strategies and tutorials. 

In this list of Facebook ad campaign examples , we covered 7 of our clients’ top m ost profitable Facebook ads…

…and we broke the ads down to show what made them work.

You guys really seemed to find that post helpful.

So in this post, we’re going to follow a similar format, but we’re not limiting the examples to Facebook. 

Today, we’re going to walk through some of our top digital marketing case studies using 8 real client examples.

Let’s get started!

8 Digital Marketing Case Studies From Our Clients

Case study #1: moto trax.

The first one on our list of digital marketing case studies is Moto Trax.

It is a snow bike company so he had specific products for a specific audience.

We performed SEO , social media marketing, PPC , and website needs for them. 

• SEO, Website, & PPC

We got them 78 first-page Google rankings that resulted in over 77,000 new clicks to their website and $96,664.98 in revenue, in 5 months. 

We know that’s a lot to unpack, so let’s start with the SEO process.

SEO is the process of making your website rank at the top of the organic Google search results page.

That is when somebody types in a keyword or search term that’s relevant to your business.

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For example, if someone searches “atlanta social media management company” on Google/Bing/Yahoo (or any search engine)…

…then the site that is search engine optimized the best for that keyword will be the first organic listing.

So we helped them appear on the first page of Google results for 78 keywords.

Now, SEO is usually a long-term approach, sometimes taking 12 months or more to see first page results. 

So the major key to achieving these results so fast was their site’s age and history.

Our client had already established some web authority over 5 years but was doing SEO wrong.

Our team was able to successfully come in to:

• restructure their website,
• develop a strategy that included on and off-page optimization, and
• drive top search results.

And while we did perform other services for them, which we’ll get into in a second…

…SEO was a big part of our strategy because of the nature of their business.

Because their products were so specific and niche, it made sense to put their business in front of people actively searching for those specific terms.

That’s what our SEO and PPC services did for them.

So just take a minute to think about your business. 

Is the problem your company solves or the solution that your product or service provides something that people Google often?

If you think so, you can confirm by using Google Keyword Planner (it’s free!) to see exactly how often any search term is searched a month. 

But for now, we just wanted to point out that even though SEO is usually a long-term approach…

…that shouldn’t deter your company from starting the process if your audience is on Google actively searching for what you offer.

Now as for the social media service we provided for Mototrax, it’s important to note that you can still target a specific cold audience on social media.

But, it’s not guaranteed that they’re actively searching for or in need of your product right then and there when you deliver the ad to them.

So on that note, let’s look at the social media marketing we did for them to see what worked. 

We drove over 49,000 Facebook page likes, over 205 thousand video views, and 1,718 leads at $2.00 per lead, from social ads.

So how did we do this and what made it work? 

Well to answer the first question, we used specific objective-oriented ad campaigns to fuel their marketing funnel. 

We ran a page-like ad campaign…

…that drove Facebook page likes at $0.19 per like – that’s less than a quarter per like!

We ran a video views campaign…

…that drove over 2-05K video views at $.001 per video view.

We used the post-engagement campaign to boost their posts…

…and get over 300,000 engagements at $0.01 per engagement.

And lastly, we ran a conversion campaign…

…to acquire over 1700 leads at $2 per lead.

We’ve said this in other posts, but campaign objective selection is important because they’re optimized by goal. 

So a video views campaign is going to show your ad to people within your target audience who are most likely to watch your video. 

Whereas if you targeted the same audience with a page-like ad campaign…

…the ad is going to be delivered to people within that audience who are most likely to like your page. 

And this is all driven by Facebook’s AI and users’ behavior patterns on the platform. 

So that’s why we thought it’s important to show you all the different campaigns we used.

That’s because too often we see business owners who are new to advertising come in and start running engagement campaigns…

…when what they really want are website lead form completions. 

Now, the reason all of these campaigns worked is because:

• our client had the budget to fuel them, and
• we were addressing every part of the marketing funnel. 

Our client spent over $18,000 in those 5 months but was happy to do so given the returns. 

And if you’ve read any of our marketing funnel posts, you know there’s:

• an awareness phase,
• an engagement or consideration phase, and
• a conversion phase

…that your audience usually has to go through in order to become a customer. Check out this post next to learn what marketing funnel means for your business .

Our page likes and video views campaigns helped them garner brand awareness…

…that could later be retargeted to get further engagement out of their new followers and eventually, convert them into leads.

And before we jump into case study #2…

…we also want to invite you to check out our new social media ads training course to fuel your knowledge in social media advertising.

Case Study #2: Royce Chocolate

The next one on our list of digital marketing case studies is for a famous brand of chocolate from Japan.

We helped Royce Chocolate generate a 225.25% return on investment using PPC.

We generated 287 conversions that resulted in $13,686.90 in revenue.

So, a little background on the company, they were voted as the number one gift item in Japan’s gift-giving culture.

But after a few years, their products were eventually made available across 14 countries, including the U.S.

So, they hired us to help increase their brand awareness and online sales via Google Ads.

Similar to what we discussed regarding SEO in the last example…

…PPC is another way to put your website at the top of the search results for any given keyword that you feel is relevant. 

The main difference is that with PPC, you’re paying Google directly for that space, and this is reflected by users with the “Ad” symbol next to your website.

It’s a quicker route to get to the top of the search results…

…but the caveat is that it constantly takes money to fuel it. Soon as you stop paying for clicks, you stop appearing there. 

Having said that, it is often a great temporary option to start driving immediate sales and get some cash flow coming in…

…while you work on a more sustainable plan like SEO. 

For Royce’s Chocolates, they spent $4,208.14 and made $13,686.90 back! So let’s look at how we did it.

We broke their campaigns up:

• by different keywords, and
• by different match types

…based on popular search terms we found in the keyword research we did prior.

Now some of the match types we used in their campaign are no longer available.

The match types available now are broad match, phrase match, and exact match.

So Google’s example here is for the keyword “lawn mowing service.” 3 words, 1 keyword. 

If you use “broad match” targeting, your ad will appear when related searches are made such as lawn aeration services.

This is probably the least popular type to use because it’s very loose targeting.

Phrase Match means your ad will only be shown if the search query includes the meaning of the keyword.

For instance, “lawn moving service near me” or “hire company to mow lawn.” 

This is the match type that replaced Broad Match Modifier which is what we used in Royce’s campaign.

And then lastly, we have the Exact Match, where your ads will only be shown on searches that have the same meaning as your keyword such as:

• “lawn mowing service”
• “grass cutting service”

So that was our crash course in PPC match types for you.

And for this post, we wanted you to understand that we tested out multiple keywords…

…in addition to testing Broad Match Modifier and Exact Match to drive the results we did for Royce’s Chocolates. 

These were the top search ads we used that resulted in their 287 conversions…

…sending them right to the shop page for the collection of chocolates they were promoting.

Now let’s look at a PPC case study for a client from a totally different industry.

Case Study #3: Fox Cities Real Estate

Moving on to the next on our list of digital marketing case studies is Fox Cities Home Buyers is a company based in Wisconsin, USA.

They buy houses, pair up sellers with real estate experts, and help people with selling their properties.

They reached out to us for help with their Google advertising.

We scored 95 conversions for them at $16.05 per conversion…

…which is nothing when compared to the revenue gained by any closed lead in real estate.

We followed a similar approach in that we tested a multitude of keywords and tested them with the BMM match type and exact match type.

These were the top-performing ads. 

All of them address pain points that are relevant to their target market including:

• fast closings,
• selling your home in 7 days,
• no fees, and
• no appraisals. 

Using verbiage that is eye-catching for their target market, not only got them more clicks to their website, but it helped to acquire the right kind of lead.

People are who looking to buy a home are not going to click on those ads that all start out with “selling your home”, and that’s what our client wanted. 

Our ads resulted in almost a 40% increase in their conversion rate.

Now to learn more tips for your real estate marketing strategy , be sure to read this post next.

Case Study #4: Wingstop

Fourth on our list of digital marketing case studies is Wingstop.

It is a restaurant chain that specializes in chicken wings with has locations nationwide, as well as a few international locations. 

Wingstop came to LYFE Marketing with a goal to grow their social media.

Specifically, they wanted to increase their engagement on Instagram and Twitter so as to obtain new customers.

And we did just that. We grew their Instagram by over 1,300 and their Twitter by more than 1,200.

Now, there’s a lot of ways to grow your followers organically, we’ve made a few posts about it that you can read. 

But the reason we specifically wanted to talk about this client as an example in this post is because:

• We were working with a local restaurant which is not something you see addressed a whole lot in posts like this, and
• We used a specific outreach strategy for their Twitter account. 

We would look for people actively talking about wings or being hungry on Twitter.

We’d see if we could verify that they were in the local area, and if so, we’d engage with them from Wingstop’s account.

In this digital marketing case studies example, a local tweeted that they were hungry.

We replied to them from the WingStop account and said, “It’s time to defeat that hunger!” with a mouth-watering picture of their wings and fries. 

The user tweeted back and said, “I’ll make a stop today! Omg. It looks so good!”

In a massively automated world, there’s still something to be said for personal, one-on-one engagement.

This is especially when you pair that with an enticing food photo that makes you hungry on the spot.

But for small businesses, and especially local businesses – restaurant or not – engagement methods like this can do a lot for your:

• brand awareness,
• brand recall, and
• customer loyalty. 

Case Study #5: Embroidery Store

The next company on our list of digital marketing case studies is The Embroidery Store which is a wholesaler for embroidery supplies.

They have a wide range of products and are known as the leading supplier of embroidery supplies to the commercial embroidery industry.

They came to us after failing to realize profitable sales via Google ads on their own.

Our ads produced 99 conversions which resulted in over $15,000 in revenue for them, so let’s look at how we did it.

We ran ads for different keywords based on different products, again using different match types as well.

These were the top-performing ads that sent people directly to their shop page. 

One thing that’s important to note about PPC campaigns is that you’re putting them in front of people who you know ( are at least somewhat interested)…

…because they’re actively searching for a high-intent keyword that’s related to what you offer. 

That’s what we did with their ad group here to help them find their niche target audience. 

In the ad, you have a limited amount of character space to work with, and for search campaigns, in particular, there is no image.

So you usually want to get right to the point and that’s what our ads did here: “Embroidery Supplies. High quality, low prices.”

Our client spent $5,731.82 on these ads and made a 162.41% return on investment with $15,040.66 in revenue.

Case Study #6: Talijah Waajid

The next one on our list of real digital marketing studies belongs to Taliah Waajid.

This brand is a natural hair care specialist, a master cosmetologist, and a manufacturer…

…of the first complete line of natural and chemical-free hair care products. 

Her brand offers hair care products that are specifically created and formulated for naturally curly, coily, kinky, and wavy hair textures.

Taliah Waajid reached out to us to help them with their social media management.

We generated 54,874 fans for them, over 263,000 total engagements, and over 146,000 video views at $0.01 per view.

 So let’s look at how we did it.

Similar to Mototrax’s social media campaign , we ran multiple ad campaigns for Taliah to accomplish these different objectives. 

We generated her Facebook fans (or page likes) at $0.16 per Facebook fan,

Her post-engagement at anywhere from 1 cent to $0.004 per engagement, which is very low, and her video views at 1 cent per view.

But you can’t just throw some ads up on social media and expect these kinds of results. The magic ingredient was in our planning. 

We broke our strategy down into 5 phases.

• Research of Competitors and Customers
• Development of Content and Growth Strategy
• Implementation of Content and Follower Strategy
• Measure and Reporting and
• Optimization Lifecycle

The short version is that we found and targeted her ideal prospects, built a connection with them, and created engaging content…

…to keep them coming back to her page and brand for more.

Case Study #7: The Handkerchief Shop

Next on our list of digital marketing studies is the Handkerchief Shop.

They are a small business that produces custom handkerchiefs for weddings.

The shop has expanded its embroidery options over time so that customers can fully personalize their products.

They came to us to optimize and improve their search engine rankings.

They started with 185 first-page rankings, and we helped them get to 314 first-page rankings.

They even outranked Etsy here for the keyword “custom handkerchief”.

So how did we do it? 

We performed thorough keyword research to see which search queries were being used most by their target audience.

Then, we helped them add hundreds of new Google keywords and rise to first page rankings for over 300 of their total keywords.

So again, you can see we’re working with a client that has a specific offering and target market, which is why utilizing SEO works so well here.

The key in this campaign was to be diligent in our keyword research and ensure we were going after industry-relevant keywords…

…while also following Google’s best practices.

If you don’t know, there are actually unethical ways to perform SEO. It’s called black hat SEO. 

Black hat SEO is a way to perform SEO in a way that violates the search engine’s policies.

And if the search engine catches you doing it, it is catastrophic for your campaign and business, to put it bluntly.

White hat SEO tactics is what’s considered a search-engine-approved series of SEO tactics that you can follow.

We want to mention it because if you’re adding keywords to your website to rank higher, you don’t want to perform what’s called keyword stuffing.

This is where:

“keywords are loaded into a web page’s meta tags, visible content, or backlink anchor text in an attempt to gain an unfair rank advantage in search engines.” 

But we’re going to talk about this a little bit more in the next case study so let’s go ahead and move on to our last case study of the day,

Case Study #8: Egyptian Magic

Moving on to the last on our list of digital marketing case studies is Egyptian Magic.

This is a multi-purpose skin cream product made of all-natural ingredients.

Now if you read our top Facebook ad examples post, you’ve seen us talk about this client in that post as well. 

But we’re mentioning them here again because we did more than just Facebook ads for them.

We also performed SEO and organic social media management.

For SEO, we helped them achieve 53 first-page rankings.

While for social media management, we helped them acquire 67,233 total new followers across all their platforms.

And if you missed it in our other post, we helped them generate $10,062 in revenue from their social media ads .

They began with 0 first-page rankings, so how did we get them to have 53?

Our main strategy was blog creation.

We wrote blogs for them, and in doing so, we added 1,500 new Google keywords to their content.

As a result, they saw greater visibility with these efforts and started continually yielding more organic traffic and sales.

So what we wanted to mention here from the last example about keyword stuffing is that…

…your content should be equally written for your audience as much as it’s written for Google. 

You don’t want to just stick keywords everywhere for the sake of sticking them there- that’s a quick way to be flagged by Google. 

What you do want to do is research to see which keywords are being commonly searched by your audience, and create blogs around those topics. 

Make sure that your blogs are just as helpful and valuable to your audience as they are optimized for Google. 

A lot of times, we see business owners making the mistake of only focusing on one or the other.

• Social Media Management

Now for their social media management strategy, we did a few things to engage their target market. 

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We researched their audience and found that their consumers are influenced by and care about an aesthetically pleasing Instagram feed . 

So, we would send our client a mockup of what their Instagram feed would look like with our content for the month prior to publishing.

Now, we sent this to them in a Google doc because we were also planning out the copy, hashtags , stories, and more alongside the images.

But if you want a quick and easy way to plan your own Instagram feed, you can download free apps like Preview. 

We also reposted consumers’ posts of their Egyptian Magic photos…

…where they had tagged us to further encourage brand awareness and other customers to tag them in their posts.

And lastly, we boosted posts and ran giveaways to further drive post engagement and brand awareness.

This paired with the social advertising strategy that we covered in our other post that helped them to continually find and convert new customers. 

And that about wraps up our 8 digital marketing case studies! We know it was a long post but we hope it was helpful to you. 

If you want results like these, don’t hesitate to get in touch with our award-winning digital marketing company today. 17

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B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]

• by Stephanie Stahl
• | Published: October 18, 2023
• | Trends and Research

Creating standards, guidelines, processes, and workflows for content marketing is not the sexiest job.

But setting standards is the only way to know if you can improve anything (with AI or anything else).

Here’s the good news: All that non-sexy work frees time and resources (human and tech) you can apply to bring your brand’s strategies and plans to life.  

But in many organizations, content still isn’t treated as a coordinated business function. That’s one of the big takeaways from our latest research, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024, conducted with MarketingProfs and sponsored by Brightspot .

A few symptoms of that reality showed up in the research:

• Marketers cite a lack of resources as a top situational challenge, the same as they did the previous year.
• Nearly three-quarters (72%) say they use generative AI, but 61% say their organization lacks guidelines for its use.
• The most frequently cited challenges include creating the right content, creating content consistently, and differentiating content.

I’ll walk you through the findings and share some advice from CMI Chief Strategy Advisor Robert Rose and other industry voices to shed light on what it all means for B2B marketers. There’s a lot to work through, so feel free to use the table of contents to navigate to the sections that most interest you.

Note: These numbers come from a July 2023 survey of marketers around the globe. We received 1,080 responses. This article focuses on answers from the 894 B2B respondents.

Table of contents

• Team structure
• Content marketing challenges

Content types, distribution channels, and paid channels

• Social media

Content management and operations

• Measurement and goals
• Overall success
• Budgets and spending
• Top content-related priorities for 2024
• Content marketing trends for 2024

Action steps

Methodology, ai: 3 out of 4 b2b marketers use generative tools.

Of course, we asked respondents how they use generative AI in content and marketing. As it turns out, most experiment with it: 72% of respondents say they use generative AI tools.

But a lack of standards can get in the way.

“Generative AI is the new, disruptive capability entering the realm of content marketing in 2024,” Robert says. “It’s just another way to make our content process more efficient and effective. But it can’t do either until you establish a standard to define its value. Until then, it’s yet just another technology that may or may not make you better at what you do.”

So, how do content marketers use the tools today? About half (51%) use generative AI to brainstorm new topics. Many use the tools to research headlines and keywords (45%) and write drafts (45%). Fewer say they use AI to outline assignments (23%), proofread (20%), generate graphics (11%), and create audio (5%) and video (5%).

Some marketers say they use AI to do things like generate email headlines and email copy, extract social media posts from long-form content, condense long-form copy into short form, etc.

Only 28% say they don’t use generative AI tools.

Most don’t pay for generative AI tools (yet)

Among those who use generative AI tools, 91% use free tools (e.g., ChatGPT ). Thirty-eight percent use tools embedded in their content creation/management systems, and 27% pay for tools such as Writer and Jasper.

AI in content remains mostly ungoverned

Asked if their organizations have guidelines for using generative AI tools, 31% say yes, 61% say no, and 8% are unsure.

We asked Ann Handley , chief content officer of MarketingProfs, for her perspective. “It feels crazy … 61% have no guidelines? But is it actually shocking and crazy? No. It is not. Most of us are just getting going with generative AI. That means there is a clear and rich opportunity to lead from where you sit,” she says.

“Ignite the conversation internally. Press upon your colleagues and your leadership that this isn’t a technology opportunity. It’s also a people and operational challenge in need of thoughtful and intelligent response. You can be the AI leader your organization needs,” Ann says.

Why some marketers don’t use generative AI tools

While a lack of guidelines may deter some B2B marketers from using generative AI tools, other reasons include accuracy concerns (36%), lack of training (27%), and lack of understanding (27%). Twenty-two percent cite copyright concerns, and 19% have corporate mandates not to use them.

How AI is changing SEO

We also wondered how AI’s integration in search engines shifts content marketers’ SEO strategy. Here’s what we found:

• 31% are sharpening their focus on user intent/answering questions.
• 27% are creating more thought leadership content.
• 22% are creating more conversational content.

Over one-fourth (28%) say they’re not doing any of those things, while 26% say they’re unsure.

AI may heighten the need to rethink your SEO strategy. But it’s not the only reason to do so, as Orbit Media Studios co-founder and chief marketing officer Andy Crestodina points out: “Featured snippets and people-also-ask boxes have chipped away at click-through rates for years,” he says. “AI will make that even worse … but only for information intent queries . Searchers who want quick answers really don’t want to visit websites.

“Focus your SEO efforts on those big questions with big answers – and on the commercial intent queries,” Andy continues. “Those phrases still have ‘visit website intent’ … and will for years to come.”

Will the AI obsession ever end?

Many B2B marketers surveyed predict AI will dominate the discussions of content marketing trends in 2024. As one respondent says: “AI will continue to be the shiny thing through 2024 until marketers realize the dedication required to develop prompts, go through the iterative process, and fact-check output . AI can help you sharpen your skills, but it isn’t a replacement solution for B2B marketing.”

Back to table of contents

Team structure: How does the work get done?

Generative AI isn’t the only issue affecting content marketing these days. We also asked marketers about how they organize their teams .

Among larger companies (100-plus employees), half say content requests go through a centralized content team. Others say each department/brand produces its own content (23%), and the departments/brand/products share responsibility (21%).

Content strategies integrate with marketing, comms, and sales

Seventy percent say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it’s integrated into another strategy. Eleven percent say content is a stand-alone strategy for content used for marketing, and 6% say it’s a stand-alone strategy for all content produced by the company. Only 9% say they don’t have a content strategy. The remaining 2% say other or are unsure.

Employee churn means new teammates; content teams experience enlightened leadership

Twenty-eight percent of B2B marketers say team members resigned in the last year, 20% say team members were laid off, and about half (49%) say they had new team members acclimating to their ways of working.

While team members come and go, the understanding of content doesn’t. Over half (54%) strongly agree, and 30% somewhat agree the leader to whom their content team reports understands the work they do. Only 11% disagree. The remaining 5% neither agree nor disagree.

And remote work seems well-tolerated: Only 20% say collaboration was challenging due to remote or hybrid work.

Content marketing challenges: Focus shifts to creating the right content

We asked B2B marketers about both content creation and non-creation challenges.

Content creation

Most marketers (57%) cite creating the right content for their audience as a challenge. This is a change from many years when “creating enough content” was the most frequently cited challenge.

One respondent points out why understanding what audiences want is more important than ever: “As the internet gets noisier and AI makes it incredibly easy to create listicles and content that copy each other, there will be a need for companies to stand out. At the same time, as … millennials and Gen Z [grow in the workforce], we’ll begin to see B2B become more entertaining and less boring. We were never only competing with other B2B content. We’ve always been competing for attention.”

Other content creation challenges include creating it consistently (54%) and differentiating it (54%). Close to half (45%) cite optimizing for search and creating quality content (44%). About a third (34%) cite creating enough content to keep up with internal demand, 30% say creating enough content to keep up with external demand, and 30% say creating content that requires technical skills.

Other hurdles

The most frequently cited non-creation challenge, by far, is a lack of resources (58%), followed by aligning content with the buyer’s journey (48%) and aligning content efforts across sales and marketing (45%). Forty-one percent say they have issues with workflow/content approval, and 39% say they have difficulty accessing subject matter experts. Thirty-four percent say it is difficult to keep up with new technologies/tools (e.g., AI). Only 25% cite a lack of strategy as a challenge, 19% say keeping up with privacy rules, and 15% point to tech integration issues.

We asked content marketers about the types of content they produce, their distribution channels , and paid content promotion. We also asked which formats and channels produce the best results.

Popular content types and formats

As in the previous year, the three most popular content types/formats are short articles/posts (94%, up from 89% last year), videos (84%, up from 75% last year), and case studies/customer stories (78%, up from 67% last year). Almost three-quarters (71%) use long articles, 60% produce visual content, and 59% craft thought leadership e-books or white papers. Less than half of marketers use brochures (49%), product or technical data sheets (45%), research reports (36%), interactive content (33%), audio (29%), and livestreaming (25%).

Effective content types and formats

Which formats are most effective? Fifty-three percent say case studies/customer stories and videos deliver some of their best results. Almost as many (51%) names thought leadership e-books or white papers, 47% short articles, and 43% research reports.

Popular content distribution channels

Regarding the channels used to distribute content, 90% use social media platforms (organic), followed by blogs (79%), email newsletters (73%), email (66%), in-person events (56%), and webinars (56%).

Channels used by the minority of those surveyed include:

• Digital events (44%)
• Podcasts (30%)
• Microsites (29%)
• Digital magazines (21%)
• Branded online communities (19%)
• Hybrid events (18%)
• Print magazines (16%)
• Online learning platforms (15%)
• Mobile apps (8%)
• Separate content brands (5%)

Effective content distribution channels

Which channels perform the best? Most marketers in the survey point to in-person events (56%) and webinars (51%) as producing better results. Email (44%), organic social media platforms (44%), blogs (40%) and email newsletters (39%) round out the list.

Popular paid content channels

When marketers pay to promote content , which channels do they invest in? Eighty-six percent use paid content distribution channels.

Of those, 78% use social media advertising/promoted posts, 65% use sponsorships, 64% use search engine marketing (SEM)/pay-per-click, and 59% use digital display advertising. Far fewer invest in native advertising (35%), partner emails (29%), and print display ads (21%).

Effective paid content channels

SEM/pay-per-click produces good results, according to 62% of those surveyed. Half of those who use paid channels say social media advertising/promoted posts produce good results, followed by sponsorships (49%), partner emails (36%), and digital display advertising (34%).

Social media use: One platform rises way above

When asked which organic social media platforms deliver the best value for their organization, B2B marketers picked LinkedIn by far (84%). Only 29% cite Facebook as a top performer, 22% say YouTube, and 21% say Instagram. Twitter and TikTok see 8% and 3%, respectively.

So it makes sense that 72% say they increased their use of LinkedIn over the last 12 months, while only 32% boosted their YouTube presence, 31% increased Instagram use, 22% grew their Facebook presence, and 10% increased X and TikTok use.

Which platforms are marketers giving up? Did you guess X? You’re right – 32% of marketers say they decreased their X use last year. Twenty percent decreased their use of Facebook, with 10% decreasing on Instagram, 9% pulling back on YouTube, and only 2% decreasing their use of LinkedIn.

Interestingly, we saw a significant rise in B2B marketers who use TikTok: 19% say they use the platform – more than double from last year.

To explore how teams manage content, we asked marketers about their technology use and investments and the challenges they face when scaling their content .

Content management technology

When asked which technologies they use to manage content, marketers point to:

• Analytics tools (81%)
• Social media publishing/analytics (72%)
• Email marketing software (69%)
• Content creation/calendaring/collaboration/workflow (64%)
• Content management system (50%)
• Customer relationship management system (48%)

But having technology doesn’t mean it’s the right technology (or that its capabilities are used). So, we asked if they felt their organization had the right technology to manage content across the organization.

Only 31% say yes. Thirty percent say they have the technology but aren’t using its potential, and 29% say they haven’t acquired the right technology. Ten percent are unsure.

Content tech spending will likely rise

Even so, investment in content management technology seems likely in 2024: 45% say their organization is likely to invest in new technology, whereas 32% say their organization is unlikely to do so. Twenty-three percent say their organization is neither likely nor unlikely to invest.

Scaling content production

We introduced a new question this year to understand what challenges B2B marketers face while scaling content production .

Almost half (48%) say it’s “not enough content repurposing.” Lack of communication across organizational silos is a problem for 40%. Thirty-one percent say they have no structured content production process, and 29% say they lack an editorial calendar with clear deadlines. Ten percent say scaling is not a current focus.

Among the other hurdles – difficulty locating digital content assets (16%), technology issues (15%), translation/localization issues (12%), and no style guide (11%).

For those struggling with content repurposing, content standardization is critical. “Content reuse is the only way to deliver content at scale. There’s just no other way,” says Regina Lynn Preciado , senior director of content strategy solutions at Content Rules Inc.

“Even if you’re not trying to provide the most personalized experience ever or dominate the metaverse with your omnichannel presence, you absolutely must reuse content if you are going to deliver content effectively,” she says.

“How to achieve content reuse ? You’ve probably heard that you need to move to modular, structured content. However, just chunking your content into smaller components doesn’t go far enough. For content to flow together seamlessly wherever you reuse it, you’ve got to standardize your content. That’s the personalization paradox right there. To personalize, you must standardize.

“Once you have your content standards in place and everyone is creating content in alignment with those standards, there is no limit to what you can do with the content,” Regina explains.

Why do content marketers – who are skilled communicators – struggle with cross-silo communication? Standards and alignment come into play.

“I think in the rush to all the things, we run out of time to address scalable processes that will fix those painful silos, including taking time to align on goals, roles and responsibilities, workflows, and measurement,” says Ali Orlando Wert , senior director of content strategy at Appfire. “It takes time, but the payoffs are worth it. You have to learn how to crawl before you can walk – and walk before you can run.”

Measurement and goals: Generating sales and revenue rises

Almost half (46%) of B2B marketers agree their organization measures content performance effectively. Thirty-six percent disagree, and 15% neither agree nor disagree. Only 3% say they don’t measure content performance.

The five most frequently used metrics to assess content performance are conversions (73%), email engagement (71%), website traffic (71%), website engagement (69%), and social media analytics (65%).

About half (52%) mention the quality of leads, 45% say they rely on search rankings, 41% use quantity of leads, 32% track email subscribers, and 29% track the cost to acquire a lead, subscriber, or customer.

The most common challenge B2B marketers have while measuring content performance is integrating/correlating data across multiple platforms (84%), followed by extracting insights from data (77%), tying performance data to goals (76%), organizational goal setting (70%), and lack of training (66%).

Regarding goals, 84% of B2B marketers say content marketing helped create brand awareness in the last 12 months. Seventy-six percent say it helped generate demand/leads; 63% say it helped nurture subscribers/audiences/leads, and 58% say it helped generate sales/revenue (up from 42% the previous year).

Success factors: Know your audience

To separate top performers from the pack, we asked the B2B marketers to assess the success of their content marketing approach.

Twenty-eight percent rate the success of their organization’s content marketing approach as extremely or very successful. Another 57% report moderate success and 15% feel minimally or not at all successful.

The most popular factor for successful marketers is knowing their audience (79%).

This makes sense, considering that “creating the right content for our audience” is the top challenge. The logic? Top-performing content marketers prioritize knowing their audiences to create the right content for those audiences.

Top performers also set goals that align with their organization’s objectives (68%), effectively measure and demonstrate content performance (61%), and show thought leadership (60%). Collaboration with other teams (55%) and a documented strategy (53%) also help top performers reach high levels of content marketing success.

We looked at several other dimensions to identify how top performers differ from their peers. Of note, top performers:

• Are backed by leaders who understand the work they do.
• Are more likely to have the right content management technologies.
• Have better communication across organizational silos.
• Do a better job of measuring content effectiveness.
• Are more likely to use content marketing successfully to generate demand/leads, nurture subscribers/audiences/leads, generate sales/revenue, and grow a subscribed audience.

Little difference exists between top performers and their less successful peers when it comes to the adoption of generative AI tools and related guidelines. It will be interesting to see if and how that changes next year.

Budgets and spending: Holding steady

To explore budget plans for 2024, we asked respondents if they have knowledge of their organization’s budget/budgeting process for content marketing. Then, we asked follow-up questions to the 55% who say they do have budget knowledge.

Content marketing as a percentage of total marketing spend

Here’s what they say about the total marketing budget (excluding salaries):

• About a quarter (24%) say content marketing takes up one-fourth or more of the total marketing budget.
• Nearly one in three (29%) indicate that 10% to 24% of the marketing budget goes to content marketing.
• Just under half (48%) say less than 10% of the marketing budget goes to content marketing.

Content marketing budget outlook for 2024

Next, we asked about their 2024 content marketing budget. Forty-five percent think their content marketing budget will increase compared with 2023, whereas 42% think it will stay the same. Only 6% think it will decrease.

Where will the budget go?

We also asked where respondents plan to increase their spending.

Sixty-nine percent of B2B marketers say they would increase their investment in video, followed by thought leadership content (53%), in-person events (47%), paid advertising (43%), online community building (33%), webinars (33%), audio content (25%), digital events (21%), and hybrid events (11%).

The increased investment in video isn’t surprising. The focus on thought leadership content might surprise, but it shouldn’t, says Stephanie Losee , director of executive and ABM content at Autodesk.

“As measurement becomes more sophisticated, companies are finding they’re better able to quantify the return from upper-funnel activities like thought leadership content ,” she says. “At the same time, companies recognize the impact of shifting their status from vendor to true partner with their customers’ businesses.

“Autodesk recently launched its first global, longitudinal State of Design & Make report (registration required), and we’re finding that its insights are of such value to our customers that it’s enabling conversations we’ve never been able to have before. These conversations are worth gold to both sides, and I would imagine other B2B companies are finding the same thing,” Stephanie says.

Top content-related priorities for 2024: Leading with thought leadership

We asked an open-ended question about marketers’ top three content-related priorities for 2024. The responses indicate marketers place an emphasis on thought leadership and becoming a trusted resource.

Other frequently mentioned priorities include:

• Better understanding of the audience
• Discovering the best ways to use AI
• Increasing brand awareness
• Lead generation
• Using more video
• Better use of analytics
• Conversions
• Repurposing existing content

Content marketing predictions for 2024: AI is top of mind

In another open-ended question, we asked B2B marketers, “What content marketing trends do you predict for 2024?” You probably guessed the most popular trend: AI.

Here are some of the marketers’ comments about how AI will affect content marketing next year:

• “We’ll see generative AI everywhere, all the time.”
• “There will be struggles to determine the best use of generative AI in content marketing.”
• “AI will likely result in a flood of poor-quality, machine-written content. Winners will use AI for automating the processes that support content creation while continuing to create high-quality human-generated content.”
• “AI has made creating content so easy that there are and will be too many long articles on similar subjects; most will never be read or viewed. A sea of too many words. I predict short-form content will have to be the driver for eyeballs.”

Other trends include:

• Greater demand for high-quality content as consumers grow weary of AI-generated content
• Importance of video content
• Increasing use of short video and audio content
• Impact of AI on SEO

Among the related comments:

• “Event marketing (webinars and video thought leadership) will become more necessary as teams rely on AI-generated written content.”
• “AI will be an industry sea change and strongly impact the meaning of SEO. Marketers need to be ready to ride the wave or get left behind.”
• “Excitement around AI-generated content will rise before flattening out when people realize it’s hard to differentiate, validate, verify, attribute, and authenticate. New tools, processes, and roles will emerge to tackle this challenge.”
• “Long-form reports could start to see a decline. If that is the case, we will need a replacement. Logically, that could be a webinar or video series that digs deeper into the takeaways.”

What does this year’s research suggest B2B content marketers do to move forward?

I asked CMI’s Robert Rose for some insights. He says the steps are clear: Develop standards, guidelines, and playbooks for how to operate – just like every other function in business does.

“Imagine if everyone in your organization had a different idea of how to define ‘revenue’ or ‘profit margin,’” Robert says. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal. The legal team would be apoplectic. You’d start to hear from sales how they were frustrated that they couldn’t figure out how to make the ‘right agreement,’ or how to create agreements ‘consistently,’ or that there was a complete ‘lack of resources’ for creating agreements.”

Just remember: Standards can change along with your team, audiences, and business priorities. “Setting standards doesn’t mean casting policies and templates in stone,” Robert says. “Standards only exist so that we can always question the standard and make sure that there’s improvement available to use in setting new standards.”

He offers these five steps to take to solidify your content marketing strategy and execution:

• Direct. Create an initiative that will define the scope of the most important standards for your content marketing. Prioritize the areas that hurt the most. Work with leadership to decide where to start. Maybe it’s persona development. Maybe you need a new standardized content process. Maybe you need a solid taxonomy. Build the list and make it a real initiative.
• Define . Create a common understanding of all the things associated with the standards. Don’t assume that everybody knows. They don’t. What is a white paper? What is an e-book? What is a campaign vs. an initiative? What is a blog post vs. an article? Getting to a common language is one of the most powerful things you can do to coordinate better.
• Develop . You need both policies and playbooks. Policies are the formal documentation of your definitions and standards. Playbooks are how you communicate combinations of policies so that different people can not just understand them but are ready, willing, and able to follow them.
• Distribute . If no one follows the standards, they’re not standards. So, you need to develop a plan for how your new playbooks fit into the larger, cross-functional approach to the content strategy. You need to deepen the integration into each department – even if that is just four other people in your company.
• Distill . Evolve your standards. Make them living documents. Deploy technology to enforce and scale the standards. Test. If a standard isn’t working, change it. Sometimes, more organic processes are OK. Sometimes, it’s OK to acknowledge two definitions for something. The key is acknowledging a change to an existing standard so you know whether it improves things.

For their 14 th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.

This article presents the findings from the 894 respondents, mostly from North America, who indicated their organization is primarily B2B and that they are either content marketers or work in marketing, communications, or other roles involving content.

Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry.

Cover image by Joseph Kalinowski/Content Marketing Institute

About Content Marketing Institute

Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI virtual events, including ContentTECH Summit. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com .

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About Brightspot

Brightspot , the content management system to boost your business.

Why Brightspot? Align your technology approach and content strategy with Brightspot, the leading Content Management System for delivering exceptional digital experiences. Brightspot helps global organizations meet the business needs of today and scale to capitalize on the opportunities of tomorrow. Our Enterprise CMS and world-class team solves your unique business challenges at scale. Fast, flexible, and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy and grows with you as your business evolves. Our customer-obsessed teams walk with you every step of the way with an unwavering commitment to your long-term success. To learn more, visit www.brightspot.com .

Stephanie Stahl