5 Content Marketing Case Studies That You Can Take Inspiration From

5 Content Marketing Case Studies That You Can Take Inspiration From

Case studies are a highly effective content marketing tool that can help you nurture readers through the middle of the funnel (MOFU) and bottom of the funnel (BOFU). This long-form content style is gaining prominence, with more B2B marketers recognizing its value. According to Hubspot’s 2021 State of Marketing report , over 30% of marketers now prioritize case studies as a primary marketing medium, a significant increase from 13% in 2020.

In this article, we’ll share examples of five B2B brands that have leveraged content marketing effectively to achieve their goals.

But before that, let’s understand what content marketing case studies are and why they are important for marketers and businesses alike.

A well-crafted case study highlights a brand’s challenges and how a product or service helped solve those challenges. The case study then concludes with the measurable positive impact of the product or service on the brand by means of metrics and statistics, including click-through rate (CTR), website traffic, or sales.

While case studies are commonly product or service-focused, businesses sometimes leverage them to share their brand or founder story. Having said that, let’s take a look at the best content marketing case studies that will inspire your brand’s marketing strategy.

Case Study 1: SAP

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SAP is one of the world’s largest enterprise software companies that provides ERP, cloud computing, data management, and other software applications. The company operates across a myriad of industries worldwide, including automotive, banking, CRM, and finance. With over 425,000+ customers in over 180 countries, running a content marketing strategy that connects with SAP’s audience is no easy task.

However, SAP embraced this challenge, developing a tailored content marketing strategy that catered to the unique needs of 19 distinct customer segments while maintaining a consistent brand identity.

In addressing the diversity of their clients, SAP crafted a strategy that involved tailoring messaging for each industry around themes like digital transformation. This approach allowed SAP to resonate with each customer’s audience, demonstrating the tangible benefits of their solutions through relatable examples.

To make content easier for diverse personas, SAP’s campaigns featured a diverse range of content types, including:

  • Blogs Posts
  • LinkedIn Status Updates
  • Posts on the SAP Community Network
  • Virtual Events
  • In-person Events
  • Outbound and Responder Follow-up Calls
  • Account Based Marketing (ABM)
  • Individual Account Meetings

The results of SAP’s meticulously crafted content strategy were impressive. Marketing Generated Opportunities (MGO) reached $3,675,000, signifying new opportunities created from marketing leads accepted by sales. The Marketing Touched Pipeline (MTP) stood at a whopping $50,037,709, encompassing all open opportunities with at least one qualifying marketing activity post-opportunity creation.

SAP’s case study showcases the power of a customized and diverse content marketing strategy. By aligning content with specific customer segments and leveraging a spectrum of communication channels, SAP not only demonstrated the efficiency of its solutions but also generated substantial business opportunities and revenue.

This success story highlights the importance of tailoring content to diverse audiences in the ever-evolving landscape of content marketing.

Case Study 2: Walmart

Walmart is one of the world’s largest retail companies. It was established in 1962 by Sam Walton. The company is renowned for its commitment to regular discounts and friendly customer service. As of 2023, Walmart has more than 10,600 stores and clubs spanning 24 countries.

With a customer base of over 100 million, Walmart’s strategic focus has been on global expansion, especially in large cities.

Walmart’s continued success lies in its marketing strategies focused on the theme of “everyday low prices.” Operating on a cost-leadership model, Walmart ensures substantial profits by offering customers lower prices facilitated by bulk purchases. This strategy resonates seamlessly with Walmart’s core principle that places the customer at the center of its operations.

This customer-centric approach extends beyond direct sales to consumers; Walmart also provides services to other businesses. The company’s strategy has been strengthened by 28 acquisitions, the most notable being Flipkart in India. The acquisition not only broadens Walmart’s global reach but also taps Flipkart’s leadership in key market segments, its payment platform, and a talent pool that enhances Walmart’s competitiveness in the dynamic Indian e-commerce industry.

Walmart’s strategic approach, anchored in everyday low prices and a cost-leadership model, has propelled the company to the forefront of the retail industry. The acquisition of Flipkart in India highlights Walmart’s commitment to global expansion as it strategically taps into emerging markets, diversifies its offerings, and strengthens its position as a retail giant.

Walmart’s success story is a testament to the enduring value of customer-centricity and a well-executed cost-leadership strategy in the ever-evolving retail landscape.

Case Study 3: Salesforce

Salesforce is a prominent US-based software company specializing in Customer Relationship Management (CRM) applications focused on marketing automation, customer service, analytics, and application development. Beyond software, Salesforce specializes in creating web series and live-streaming initiatives, complemented by thoroughly researched reports offering valuable sales and marketing insights.

Despite its global dominance, Salesforce faced challenges in maintaining consistent traffic and leads. To address these challenges, they had to change their content marketing strategy to boost search drastically and paid traffic sources.

Salesforce’s campaign theme focuses on maximizing organic viewership and engagement. The company prioritizes reaching the right audience at the right time, aiming to position itself as a trustworthy and authoritative source of data. The overall goal is to get noticed and establish Salesforce as a go-to resource for industry insights.

The global success of Salesforce is apparent in the substantial spikes in LinkedIn engagement, reflecting heightened interest and interaction. Additionally, the company achieved a 20% increase in report downloads. These results solidify Salesforce’s foothold in the marketplace, showcasing its ability not only to captivate audiences but also to convert engagement into tangible results.

Salesforce’s strategic campaign approach highlights how a well-positioned and authoritative brand can thrive in the dynamic landscape of software and CRM applications.

Case Study 4: Microsoft

Microsoft, a USA-based technology company, excels in software development, cloud computing, and related services. Since its establishment in 1975, Microsoft has maintained unparalleled leadership in operating systems. Embracing the slogan, “Your potential our passion,” Microsoft currently stands as the third-highest globally valued brand.

Microsoft strategically employs the STP model—Segmentation, Targeting, and Positioning. This model allows them to accurately segment the market, enabling targeted promotion of their diverse products.

A significant aspect of their marketing strategy is their strong digital presence, emphasizing all social media platforms. Microsoft effectively engages with its audience by promoting products tailored to specific market segments.

Microsoft’s foray into social media proved to be a successful strategy, particularly resonating with the urban population, turning them into a substantial and captive audience for the company. This success is quantifiable through impressive figures, boasting 3.2 million followers on Instagram and over 14 million followers on Facebook.

The company’s dynamic presence across social media platforms plays a key role, leveraging algorithms for image and video sharing. This strategic approach not only significantly expands Microsoft’s reach but also ensures a continuous inflow of new followers.

Microsoft’s success in leveraging social media highlights the effectiveness of a well-implemented STP model and a robust digital marketing strategy in the technology sector.

Case Study 5: Animalz

Animalz is a premier content marketing agency catering to enterprise companies, specializing in crafting “bottom of the funnel thought leadership” articles strategically designed to generate leads and close deals. For example, take this detailed piece on Twitter thought leadership.

Animalz stands out distinctively by introducing fresh and original tips, such as strategies for building equity in a personal brand, to foster the growth of your Twitter followers.

When you share this kind of content, it helps build trust and shows that your brand knows its objectives. It also sets your brand apart by sharing its own unique viewpoint, making your position in the market even stronger.

In contrast to competing articles that often echo generic points like “curate and share third-party content—duh!” a quick search reveals Animalz’s unparalleled approach, setting them apart by a considerable margin.

Animalz creates weekly blog posts tailored specifically for marketers within SaaS firms. The company’s strength lies in delivering data-driven and in-depth content that precisely caters to its target audience.

The effectiveness of their approach lies in their endless commitment to taking a stand. Drawing insights from years of hands-on experience with clients spanning diverse industries, the Animalz team has established itself as the go-to source for content marketing among content leaders who value steadfast expertise.

The agency’s content benchmark report analyzed 150 million pageviews from SaaS blogs throughout the year, resulting in a substantial 6,000-word article. Such thought leadership pieces contributed to the team earning over 5,500 inbound backlinks. This strategic effort ensures that when potential customers search using keywords related to SaaS content marketing, the Animalz website consistently appears on the first page of Google.

Key Takeaways

Draw inspiration from these compelling case studies and integrate strategic approaches into your content marketing endeavors for optimal results. For example :

  • Take note of SAP’s playbook by crafting tailored strategies that resonate with the unique needs of diverse audience segments, ensuring your content speaks directly to your target market and audiences .
  • You can imitate Walmart’s success by prioritizing customer-centricity , implementing strategic pricing, and delivering services that truly satisfy your customers.
  • Salesforce emphasizes the need to embrace change —be adaptable and willing to revamp your content marketing strategy to stay ahead in the dynamic business landscape.
  • Microsoft’s social media success highlights the impact of a robust digital presence ; consider implementing a well-executed STP model and a comprehensive digital marketing strategy to enhance your brand’s visibility.
  • Lastly, follow Animalz’s example by fostering originality in your content creation , introducing fresh perspectives, and positioning your brand as a trusted and innovative source within your industry.

By applying these strategies, you can elevate your content marketing game and drive meaningful engagement with your target audience.

So, What Should Be Your Next Case Study?

If you want to create a compelling marketing strategy, you need to inspire and educate potential buyers through your thought leadership content. Think about the problems that your product or service already aims to solve for customers. Then, turn that into relevant content that’s going to both save time and inform your audience to make it easy for them to access it.

Looking for high-quality writing services ? Look no further because Pepper Content is here to take care of all your content needs. Contact us today to convert your prospects into customers!

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Content Marketing Case Studies: 18 Content Strategy Examples

How would you like to read the best content marketing case studies ever published?

More importantly, how would you like to copy the best practices for a good content strategy that are based on real-world examples and not just theory.

If that sounds, good then you’ll get a lot of value out of this post.

Below, you’ll find a list of the top 21 content marketing case studies along with the results and key findings from each example. By studying these content marketing case study examples and applying the lessons learned in your own content strategy, you can hopefully achieve similar results to increase your return on investment (ROI).

When you’re done reading these content marketing success case studies, make sure to check out my other SEO case study page to find data on improving organic search engine optimization, this PPC case study for paid search examples, email marketing case study examples, social media marketing case study page, digital marketing case study list, and this affiliate marketing case study page for expert data on that type of business.

Content Marketing Case Studies

Table of Contents

Content Marketing Case Studies

Appsumo grew organic traffic 843% & revenue 340% – omniscient digital content marketing case study.

Learn how Omniscient Digital used a four-part approach to grow AppSumo’s organic website traffic by 843% and the revenue from that traffic by 340$. Includes details on the research process, content strategy development, content production, and building backlinks to those web pages.

50% of Sales Come from Weekly Emails for Your Therapy Source – Active Campaign Content Marketing Case Study

In this case study, you’ll learn how the owner of Your Therapy Source made a simple change in how she approached her content marketing strategy with email. And set up basic abandoned cart automation to recapture lost sales for her digital products. Overall, the owner experienced these gains: 2,000% return on investment for her Active Campaign subscription, 30% revenue from the automation sequence, and 50% sales from weekly emails.

40,000 Social Shares & 40% Increase In Traffic for Busbud – Fractl Content Marketing Case Study

The top goals for this content marketing case study were to gain the attention of more local publishers and increase website traffic. To do that, Fractl used Instagram for the content strategy by pulling data from Instagram’s API to identify places where people take the most photos. The agency then turned that data into a series of infographic charts and shared some of the best Instagram photos in the published article. This resulted in around 40,000 social shares, a 40% increase in organic search traffic, and 300 story placements on local and national websites like Yahoo, AOL, Business Insider, Fast Company, NBC News, Pop Sugar, The Daily Mail, Today, Boston.com, the Chicago Sun-Times, The Palm Beach Post, and the Houston Chronicle. You can see the example content here: The Most Instagrammed Locations .

From 0 to 100,000 Visitors Per Month – Optimist Content Marketing Case Study

In this case study, you’ll learn how Optimist took a startup called College Raptor from 0 to 100,000 organic sessions per month. It focuses on the big-picture strategy that was used to achieve that result and explains why it worked. You’ll learn what successful content creation and promotion for startups look like in this example.

American Kennel Club Increased Traffic by 30% – Contently Content Marketing Case Study

If you’re in the pet niche and looking for content marketing case studies that can help you grow your animal website, then this article by Contently can help. Inside, you’ll learn how the company used a content strategy to increase website traffic by 30% for the American Kennel Club to attract both new puppy owners and seasoned dog-lovers which resulted in $26.6 million in content value.

eLearning Experience 77% Growth In Visitors – Influence&Co Content Marketing Case Study

In this content strategy case study, you’ll discover how eLearning Industry worked with Influence&Co to develop a guest posting strategy for SEO that increased website traffic by 77% and year-over-year growth of 227%.

3,532 New Beta Users for alwaysAI – Beacons Point Content Marketing Case Study

Beacons Point partners with B2B companies in software and technology to execute results-driven content campaigns. Here, you’ll learn how this company discerned the right market for alwaysAI software company, target those people with the content they wanted, and transform the audience into an avid user base using a well-researched strategy and content planning process. In the end, alwaysAI got 3,532 new beta users, 20,000 monthly website sessions, and a 2,021% increase in traffic in 10 months.

AEB Sees a 22% Improvement in SEO Traffic – Rise Interactive Content Marketing Case Study

Check out this case study to find out how the American Egg Board (AEB) worked with Rise Interactive to develop a content-based strategy involving a site-wide keyword strategy and website architecture to maximize the brand’s search engine rankings. As a result, the AEB had a 22% improvement in website traffic, an 87% increase in mobile traffic, and a 39% rise in recipe sharing.

Integrated Content Marketing Strategy Drives 452% Increase in Organic Traffic – Top Rank Case Study

In this case study, you’ll learn how Top Rank Marketing used a combination of several marketing resources (e.g., content, SEO, social media, and influencers) to help Introhive get more organic traffic to its site to create a higher demand for its SaaS product and improve the brand’s overall digital visibility. This campaign generated an increase in 452% organic search traffic and an uplift of the average session duration by 155%.

2 eBooks Improved Monster Supplement’s Search Visibility – Click Consult Content Marketing Case Study

This shows the power of using eBooks in your content strategy to increase SEO search visibility and produce strong, shareable content that improves brand awareness.

Client Case Studies – Proximity Marketing Content Marketing Case Study

Proximity Marketing is a digital marketing agency that helps clients gain new customers, generate new sales leads, and increase brand exposure online. This page includes a list of the top content marketing case studies along with the approach and key results from each campaign.

B2B Content Strategy Case Studies – Madison Mile Media Content Marketing Case Study

This is another case study examples page with B2B business results from Madison Mile Media. It includes in-depth details for all types of content marketing for brands like Texas Instruments, Aventis Systems, Barron Designs, U.S. Dermatology Partners, and more.

350,000 Unique Visitors & 1.8 Million Shares – ContentGrip Content Marketing Case Study

This is one of the best content marketing case studies available online that shows the true power of using the storytelling approach using owned media rather than paid marketing channels. In this case study, you’ll discover how Capgemini used customer-centric content to based on a simple solution: answering customers’ questions in a way that was also enjoyable to read. The results? A microsite that attracted more than 350,000 unique visitors who stayed for an average of 4 minutes and more than 1.8 million content shares on LinkedIn.

Small Business Success with Blogging – Mark Shaefer Content Marketing Case Study

This is a powerful content strategy case study for local businesses. It was published by Pet Sitters Ireland on Mark Shaefer’s blog. By using a basic blogging content strategy to answer common questions pet owners in Ireland had several times per week, this business reached more than 10,000 website visitors per month in 18 months and developed a Facebook following of more than 30,000 fans.

1,230,000 Total Visits Using Content – Foundation Content Marketing Case Study

This is a short case study that reveals how Foundation helped a CRM company generate 1,230,000 total visits from content alone. Other interesting statistics include gaining more than 4,500 links from DA40+ sites and increasing monthly organic search traffic from 92,000 to 322,000 per month.

Helping Ridester Grow 487.1% – Intergrowth Content Marketing Case Study

Ridester is a B2C website that provides in-depth guides on the rideshare and delivery industry. The competition was increasing and their online growth was staggering, so Intergrowth used a three-pronged approach to improve the business. Learn about those data-backed strategies that were based on SEO, new content ideation, updating old articles, and building backlinks.

$50,000+ From A Single Blog Post – Apollo Digital Content Marketing Case Study

As the title of this content strategy case study suggests, Apollo Digital walks you through the entire process of how this digital marketing agency earned $50,000 from a single blog post. Inside, you’ll learn how to create epic content, everything it did to promote the article, and get a copy of the 10+ step content promotion checklist.

Creating a Remarkable Brand with Starbucks – CoSchedule Content Marketing Case Study

Inside this case study, you’ll find out core principles behind the Starbucks marketing strategy that nearly any brand can borrow and implement. Includes tips on the effectiveness of branding, content, and consistency.

What Is a Content Marketing Case Study?

A content marketing case study explains the process a business went through with a client to help them achieve specific results. Content marketing case studies provide a detailed examination of a particular content strategy within a real-world context to prove how effective it was for the client.

Are Case Studies Good for Content Marketing?

Case studies are good for content marketing because you can learn how to do content marketing in a more effective way. Instead of just studying the theory of content marketing, you can learn from real content strategy campaigns to find out what methods deliver a higher return on investment.

Content marketing case study examples summary

Content Marketing Case Study Examples Summary

I hope you enjoyed this list of the best content marketing case studies that are based on real-world results and not just theory.

As you discovered, the content marketing case study examples above demonstrated many different ways to implement an effective content strategy. By studying the key findings from these examples, and applying the methods learned to your own business and website, you can hopefully achieve the same positive outcome with your content marketing efforts.

New content strategy success case studies are being published every month and I’ll continue to update this list as they become available. So keep checking back to read the current sources of information on content marketing.

case study related to content marketing

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

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

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

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

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

What is a marketing case study?

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

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

Some common key components of a marketing case study include:

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

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

Benefits of marketing case studies

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

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

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

Tips on how to write an effective marketing case study

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

Develop a clear and compelling headline

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

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

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

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

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

Write relatable content

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

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

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

Outline your strategies with corresponding statistics

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

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

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

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

Use multiple formats of representation

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

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

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

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

Get your case study in front of your intended audience

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

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

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

Marketing case study examples

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

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

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

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

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

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

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

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

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

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

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

Marketing case study template

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

Case Study Title

Date: [Date]

Client or Company Profile:

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


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

Analysis and Insights:

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


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


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

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

Craft a compelling marketing case study for your business

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

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

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

That’s a big number.

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

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

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

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

What Is a Case Study in Marketing?

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

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

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

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

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

The Importance of Creating Case Studies to Convert Leads into Customers


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

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

Which company would you trust most?

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

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

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

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

Why is it so important to build trust?

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

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

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

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

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

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

4 Case Study Examples

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

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


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

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

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

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


Ecommerce marketing case studies can become extremely valuable. In this case, 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.

Make your website better. Instantly.

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Lessons from the Field: Analyzing Successful Marketing Case Studies

Discover valuable insights and strategies from real-life marketing case studies in this informative article.

In the ever-evolving world of marketing, success stories serve as valuable lessons. Case studies, in particular, provide real-world examples and insights that can shape marketing strategies, campaigns, and tactics. They offer a window into the strategies employed by successful brands, allowing marketers to extract valuable insights and apply them to their own endeavors. In this article, we will delve into the importance of case studies in marketing, identify key elements of successful case studies, explore how to extract valuable insights from them, and discuss the application of those insights to improve marketing strategies.

Understanding the Importance of Case Studies in Marketing

Case studies play a vital role in the development of marketing strategy. They provide marketers with evidence of what works in real-world scenarios, allowing them to learn from others' successes and avoid their mistakes. Additionally, case studies offer an opportunity to understand the challenges faced by various organizations and how they overcame them.

The role of case studies in marketing strategy development

Case studies serve as a foundation for marketing strategy development. By analyzing successful marketing case studies, marketers can gain a deeper understanding of the tactics and approaches that have proven effective in the past. This knowledge enables them to make informed decisions and craft strategies that are more likely to succeed.

For example, let's consider a case study on a popular clothing brand that successfully launched a new product line. By examining the marketing strategies employed, such as influencer collaborations and targeted social media campaigns, marketers can draw valuable insights. They can learn about the importance of creating a buzz around the launch, leveraging the power of social media influencers, and engaging with their target audience in a meaningful way.

Furthermore, case studies provide marketers with a comprehensive view of the marketing landscape. They showcase different industries, markets, and target audiences, allowing marketers to broaden their perspective. This exposure to diverse case studies helps marketers identify innovative strategies and adapt them to their specific business needs.

How case studies provide real-world examples and insights

Case studies bring marketing theories and concepts to life by showcasing their application in real-world scenarios. They provide concrete examples of marketing strategies, tactics, and campaigns that have achieved measurable success. Whether it's a social media campaign that went viral or a targeted content marketing strategy, case studies offer a wealth of insights into what works and how it can be replicated.

Let's delve into a case study on a startup that successfully disrupted the market with a unique marketing approach. This case study highlights the importance of thinking outside the box and taking calculated risks. By analyzing the strategies employed by the startup, marketers can gain valuable insights into unconventional marketing methods that can create a buzz and differentiate their brand from competitors.

Furthermore, case studies provide an opportunity to learn from failures as well. By examining unsuccessful marketing campaigns, marketers can identify pitfalls to avoid and gain a deeper understanding of what does not work in certain contexts. This knowledge is invaluable in refining marketing strategies and avoiding costly mistakes.

Moreover, case studies offer a glimpse into the ever-evolving digital landscape. With the rapid advancement of technology, marketers need to stay updated on the latest trends and tools. By studying case studies that showcase successful digital marketing campaigns, marketers can gain insights into emerging platforms, innovative techniques, and effective ways to engage with digitally-savvy consumers.

In conclusion, case studies are an essential tool for marketers to enhance their understanding of successful marketing strategies and gain insights into real-world examples. By analyzing case studies, marketers can make informed decisions, craft effective marketing strategies, and stay ahead in the dynamic and competitive marketing landscape.

Identifying Key Elements of Successful Marketing Case Studies

To truly benefit from analyzing case studies, it is essential to identify their key elements. By understanding what makes a case study successful, marketers can find valuable lessons and apply them to their own marketing initiatives.

Case studies are a powerful tool for marketers to gain insights and learn from the successes of others. They provide a real-life example of how a marketing strategy was implemented and the results that were achieved. However, not all case studies are created equal. Some are more effective than others in conveying the key lessons and inspiring marketers to take action.

Defining the objectives and target audience of the case study

Successful case studies clearly define their objectives and target audience. These two factors shape the entire narrative of the case study, ensuring that it aligns with the intended lessons and resonates with the readers who can benefit from it.

When defining the objectives of a case study, marketers should consider what specific insights they want to gain and what actions they hope to inspire. This clarity of purpose will guide the selection of case study subjects and the analysis of their strategies.

Similarly, identifying the target audience is crucial for crafting a case study that speaks directly to the right people. Marketers should consider who will benefit the most from the lessons shared in the case study and tailor the language, examples, and recommendations accordingly.

Selecting the right case study subjects for analysis

The choice of case study subjects is crucial. Marketers should select case studies that closely align with their industry, target market, or specific marketing challenges they face. By analyzing case studies that are relevant and relatable, marketers can extract insights that are directly applicable to their own marketing strategies.

When selecting case study subjects, marketers should consider not only the industry or market segment but also the specific challenges or goals they are facing. For example, if a marketer is struggling with social media engagement, analyzing a case study of a successful social media campaign can provide valuable insights and inspiration.

Furthermore, it is important to consider the credibility and reliability of the case study subjects. Marketers should look for case studies that have been well-documented and have credible sources of information. This ensures that the insights gained from the analysis are based on accurate and trustworthy data.

Analyzing the structure and format of successful case studies

Case studies have a distinct structure and format. Successful case studies often follow a storytelling approach, clearly outlining the problem, the strategy employed, the tactics used, and the results achieved. Analyzing the structure and format of successful case studies can help marketers present their own strategies in a compelling and engaging manner.

When analyzing the structure and format of successful case studies, marketers should pay attention to the flow of the narrative. Is the story easy to follow? Does it build tension and create anticipation? Is the resolution satisfying? These elements contribute to the overall impact of the case study and can make it more memorable and persuasive.

In addition, marketers should consider the use of visuals and supporting data in successful case studies. Visuals such as charts, graphs, and images can help illustrate key points and make the case study more visually appealing. Supporting data, such as statistics and metrics, can add credibility and provide evidence of the effectiveness of the strategies employed.

By analyzing the structure and format of successful case studies, marketers can gain insights into how to present their own strategies in a way that captures the attention of their audience and effectively communicates the key lessons.

Extracting Valuable Insights from Marketing Case Studies

Once marketers have identified successful case studies, the next step is to extract valuable insights that can inform their own marketing initiatives. This involves examining the strategies employed, understanding the impact of market research and data analysis, and learning from innovative and creative marketing campaigns.

Identifying successful marketing strategies and tactics

Case studies provide an opportunity to identify successful marketing strategies and tactics that have proven effective in specific scenarios. By analyzing these strategies, marketers can gain inspiration and adapt them to their own campaigns to achieve similar results.

Understanding the impact of market research and data analysis

Market research and data analysis play a crucial role in successful marketing case studies. These studies often highlight the importance of gathering and analyzing relevant data to inform marketing decisions. By understanding how market research and data analysis contribute to successful marketing, marketers can leverage these tools to enhance their own strategies.

Learning from innovative and creative marketing campaigns

Successful case studies often showcase innovative and creative marketing campaigns that have captured audience attention. By analyzing these campaigns, marketers can learn valuable lessons about creativity, resourcefulness, and out-of-the-box thinking. These insights can then be applied to their own marketing initiatives to create impact and differentiate their brands.

Applying Lessons Learned to Improve Marketing Strategies

Deriving insights from case studies is only valuable if they can be effectively applied to improve marketing strategies. This involves implementing successful case study findings into marketing plans, adapting strategies to fit different industries and target markets, and measuring the effectiveness of marketing strategies based on case study insights.

Implementing successful case study findings into marketing plans

Successful case study findings should not remain mere insights but should be transformed into actionable plans. Marketers should incorporate these findings into their marketing strategies and campaigns, adapting them to suit their own unique circumstances. By implementing successful case study findings, marketers can increase the likelihood of achieving desirable outcomes.

Adapting strategies to fit different industries and target markets

While case studies provide valuable insights, it's crucial to adapt them to fit different industries and target markets. What works for one brand may not necessarily work for another. Marketers should carefully consider the nuances of their own industry and target market and tailor strategies accordingly. By intelligently integrating case study learnings with industry context, marketers can maximize effectiveness.

Measuring the effectiveness of marketing strategies based on case study insights

An effective marketing strategy is one that can be measured and evaluated. Once marketers have applied case study insights to their own strategies, they should establish clear metrics to assess their effectiveness. By measuring the impact of their strategies, marketers can continuously refine and optimize their marketing efforts based on the lessons learned from the case studies they have analyzed.

Storing Templates in the HIVO Platform

In addition to analyzing case studies for insights, marketers can also streamline their marketing processes by utilizing digital asset management platforms like HIVO. One valuable feature of HIVO is the ability to store templates.

Templates provide marketers with a consistent and efficient way to execute marketing campaigns. With HIVO, marketing teams can easily access and use pre-designed templates for various marketing materials, such as landing pages, social media ads, email campaigns, and more.

By storing templates in the HIVO platform, marketers can ensure brand consistency, save time on design iterations, and maintain quality control over the marketing materials. The ability to store templates simplifies the marketing workflow, enhances collaboration among team members, and allows for better scalability in marketing campaigns.

In conclusion, analyzing successful marketing case studies is a valuable practice for marketers seeking to improve their strategies. By understanding the importance of case studies, identifying key elements of successful case studies, extracting valuable insights, and applying those lessons learned, marketers can enhance their marketing outcomes and drive success in their campaigns. Additionally, leveraging digital asset management platforms like HIVO, with features such as template storage, can further streamline marketing processes and improve efficiency.


33+ Best Digital Marketing Case Studies [2021 Update]

  • June 16, 2020

Looking for some inspiration for your digital marketing?

The best thing you can do is read up some real-life, practical digital marketing case studies.

But see, good case studies are few and far in-between…

...Which is why we compiled this mega-list of the BEST digital marketing case studies in 2021.

Whether you’re looking for SEO, Content Marketing, PPC, or whatever else, we included it in this guide.

So, let’s dive right into it.

Ready, set, go!

33+ Digital Marketing Case Studies [All Channels]

Looking for a specific digital marketing channel you want to read up on?

Feel free to skip ahead:

SEO Case Studies

Content marketing case studies, facebook ads case studies, google ads case studies, influencer marketing case studies, other digital marketing case studies, 1. apollo digital - 0 to 200k monthly organic traffic.

google analytics

  • 0 to 200,000 monthly organic traffic in 2 years.
  • Ranked #1-3 for extremely high CPC keywords (20$ CPC+).

Case Study Summary:

Apollo Digital helped set up an SEO strategy for a client (business process management software) that brought in 200K+ monthly organic traffic in just 2 years.

  • Apollo Digital (that’s us!) completely revamped a SaaS company’s content strategy.
  • We pin-pointed issues with existing blog posts (mainly, keyword cannibalization ), and proposed improvements
  • Did keyword research to identify and prioritize top keywords for the company.
  • Implemented content outlines to make sure the content that writers were writing was on-point for SEO.
  • Used superior content UX to make the blog extremely easy to read.

You can find the full SEO case study here.

2. Backlinko - 652% Organic Traffic Increase in 7 days

google analytics graph

  • Increased organic traffic to one of their webpages by 652% in 7 days.
  • Ranking went from the middle of the second page on Google to #5.

Backlinko implemented the Skyscraper Technique 2.0. Here’s what they did...

  • Created a mobile SEO checklist blog post which cracked the top 10 results for the target keyword, got a huge spike in traffic in its first week, but soon dropped to the middle of the second page.
  • Realized the post was getting buried because it didn’t satisfy user intent for that keyword.
  • Analyzed first page results to figure out user search intent for extremely competitive keywords (“mobile SEO”).
  • Changed blog post format from case study to an actual checklist to satisfy the intent, and optimized for user experience by making the text easier to read.

Check out the detailed steps for the Skyscraper Technique 2.0 here.

3. Ahrefs - Using the Skyscraper Technique to Obtain 15 Links With a 6.5% Success Rate


  • Sent out 232 emails and obtained 15 backlinks, at a 6.5% success rate.

Dale Cudmore tested the SEO skyscraper technique for his brand new site (an online cv builder).

  • Picked a topic that was very relevant to his niche. Since he was trying to build a resume builder, the topic was “how to write a resume.”
  • Followed the skyscraper technique and created even better content than what was ranking at the time.
  • Then, he reached out to people who had already linked to the specific content he was improving upon. Since they had already linked to a similar article, they were more likely to link to content that’s better.
  • Dale sent out 232 emails and obtained 15 links to his article. Though his rankings didn’t change significantly (extremely competitive niche), the technique proved to be a success for generating backlinks.

Want to learn more about the technique Dale used? Check out Backlinko’s write-up on the skyscraper technique here.

Looking to read the complete case study? Go here .

4. GotchSEO - Squeeze Page That Converts at 74.5%

google analytics page summary

  • Set up a squeeze page that converted at 74.5%.

Natchan Gotch set up a high-converting squeeze page that used a lot of trust signals to get the visitors to opt-in for the content.

  • Created a well-structured landing page & ran retargeting ads to it.
  • Presented his offer through a benefit-driven headline.
  • He used distinct trust signals (a recognizable logo, GDPR compliance, copyright notice) to mitigate any trust risks and maximize the chances of the prospect taking action.

You can check out the complete case study here .

5. Online Ownership - Winning in Local SEO for a Competitive Industry

keyword list

  • Ranked #1 for competitive taxi-related keywords ($1.38 CPC+) with local SEO .

Online Ownership, an SEO agency, helped a taxi company dominate local search rankings.

  • Created in-city location guide on how to get to/from the local airports which has been viewed over 170,000 times by now. ..
  • Mentioned info on long-term airport parking companies, got them to share the content once it was live.
  • The company was at the end of one county, and the beginning of another, which hurt their location-based search queries when the county was specified. So he changed the local NAP (name, address, phone number), and corrected the PIN marker to correctly account for the business location.
  • The business started appearing within the local pack for almost all main search queries within the city.

Check out the full case study here.

6. Kaiserthesage - The Definitive Guide to Enterprise Link Building

google analytics Kaiserthesage

  • Drove almost 5 million organic visits in 2 years through authority content. Focused 80% of the campaign promotion on acquiring high-quality backlinks.

Jason of Kaiserthesage wanted to create a process for generating high-quality backlinks. In this case study, he details his process outreach process:

  • Identified tactics they could effectively use for link acquisition campaigns (broken/resource link building and link reclamation).
  • Compiled list of high-authority brands that were likely to link back to them.
  • Conducted large-scale outreach campaigns, and followed up at least 3 times per prospect.
  • Tried out different content types for link building, including practical guides/tutorials, original research studies, case studies, infographics, and more.
  • Tracked results every step of the way, optimized relevant site pages (write for us, recommended list pages, etc.), and tested more outreach tactics.

You can find the full enterprise link building case study here.

7. Growth Machine - 0 to 150,000 Monthly Organic Visitors in 8 Months

digital marketing case study Growth Machine google analytics

  • Generated 150,000 monthly organic visitors in 8 months for a brand new blog project.
  • The site grew from a tiny blog to one of the most popular tea blogs on the internet.

Nat Eliason (founder of Growth Machine), grew a tea blog to 150,000 monthly searches in order to use it as a case study for his agency.

  • Nat chose a topic area he knew a lot about (tea) and knew there was an audience for.
  • Researched keywords with the perfect mix of low difficulty and high volume and arranged everything in a spreadsheet.
  • Started publishing high quality content surrounding the topic at a rate of four blog posts per week, every week, for 8 months.
  • Used Reddit, Facebook groups, and Pinterest to promote the content and drive traffic. inked back to the new content from owned websites, and mentioned it in interviews and guest posts.

You can find the full case study here.

8. Robbie Richards - 6-Step SEO Process That Generated 150,732 Visits

Robbie Richards digital marketing case study google analytics

  • Increased organic traffic by 11,065% in just 6 months and generated 20,314 organic pageviews with a single post.
  • Captured 2,335 emails.

Robbie Richards details the 6-step SEO process he used to grow his client’s drone site:

  • Found a topic (drones) with solid monthly search volume and a lot of secondary keyword targets.
  • Created the best online guide on how to fly a quadcopter - more in-depth and high-quality than other articles at the time.
  • Optimized the blog post for on-page SEO, included plenty of external/internal links, improved page speed, and made the content more UX friendly.
  • Inserted a pop-up and lead-box to start generating subscribers from the blog post.
  • Promoted content on Quora and relevant online forums.
  • Set up social automation to share content automatically
  • Submitted content on to relevant scoop.it pages.
  • Used 4 different outreach strategies to build high-quality backlinks.

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9. Apollo Digital - $25,000+ From A Single Blog Post

  • Content piece went viral, generating $25,000 revenue in business from a single blog post.
  • 20+ leads, and over 11,000+ in page views over the first month.

Apollo Digital created and promoted epic content, which went viral and brought in over $25K in revenue (and growing).

  • Researched a topic that dealt with major pain points for SaaS founders.
  • Created a super in-depth 14,000+ words blog post full of actionable tips and tactics on SaaS marketing , all based on their unique perspective and experience.
  • Provided better content UX, used a ton of on-page visual elements, and a Smart Content Filter plugin to make the guide easier to digest.
  • Promoted on 12 different marketing channels, including Reddit, Hacker News, and Facebook groups
  • Ran ads on Quora, Facebook, Reddit, and Twitter.

Check out the full content marketing case study here.

10. Content Mavericks - This Content Distribution Strategy Got 87,591 Visits To One Blog Post

Content Mavericks digital marketing case study google analytics

  • Used a content distribution strategy to get 87,591 visits to one blog post in 60 days.

Chris Von Wilpert of Content Mavericks created a giant article that completely breaks down HubSpot’s marketing strategy. In this case study, he talks about the content promotion strategy he used to get the article to go viral.

  • Created keystone content on HubSpot’s growth strategy.
  • Promoted it to his fans: inner circle, social circle, and outer circle.
  • Used free traffic multipliers: email, push notification, Facebook messenger, and outreach lists to distribute content.
  • Used paid traffic multipliers to manufacture virality. Reached thousands of new fans by running retargeting ads on Facebook, Twitter, Google, and Outbrain

Check out the full content distribution strategy case study here.

11. OptiMonk - How iSpionage Increased Blog Referral Traffic by 58% in 1 Month Using Onsite Retargeting

OptiMonk digital marketing case study google analytics

  • Increased blog referral traffic by 58.09%.
  • Achieved a 5.47% CTR for blog redirect popup.

iSpionage was publishing new blog posts regularly, but their blog wasn’t redirecting a whole lot of referral traffic to their product page. Here’s what they did to fix that....

  • They used an OptiMonk exit-intent popup to entice users to check out their main homepage.
  • To redirect only interested visitors,the popup would only appear for readers who had spent a minimum of 10 seconds on the blog. And for better visitor experience, they set up the popup to appear a maximum number of 5 times per visitor, with at least 1 day between appearances.

Check out the full iSpionage case study by OptiMonk here.

12. SEO Travel UK - 11K Website Views in 2 Weeks From Infographic Marketing

SEO Travel digital marketing case studies google analytics

  • 11,304 website visits in 2 weeks.
  • 245% increased in referral traffic compared to the same period of last year.
  • More than 100 new high-quality domains linking to the site.

During the peak Game of Thrones popularity, SEO Travel UK went viral by creating infographic based on the popular show.

  • Researched the best/most popular Game of Thrones content on the web to make sure that their project was worth pursuing.
  • Created an infographic of all the real-life locations where the TV show was filmed.
  • Reached out to people who had shared similar content in the past and asked if they’d like to feature the infographic as an exclusive.
  • Promoted infographic on GoT fandom and other ‘geek’ sites and forums.

Check out the full content marketing strategy used and the case study here.

13. YesOptimist - Scaled a Startup From 0 to 100K Visitors/Mo In About One Year

YesOptimist digital marketing case study google analytics

  • Scaled College Raptor from 0 to 100K organic sessions per month in about one year.
  • Generated 1M+ visitors to the website.

YesOptimist used a content marketing strategy that combined evergreen, social/viral and link-earning content.

  • Used public data and visualcontent (infographics, maps, rankings, etc.) to score early wins and backlinks from high-quality domain websites.
  • Created a giant resource with rankings for overlooked colleges. Then, they reached out to the said colleges, and asked for a share. Overall, just this netted them around 250,000+ visitors in just one week.
  • Published 200+ articles over a few months to achieve explosive growth.

14. CanIRank - How Fieldwire Scaled Marketing Without Losing Their Focus on Product

CanIRank digital marketing case studies

  • Achieved top 3 rankings for nearly all of their primary keywords in 6 months.
  • The traffic (if they’d advertised on the keywords) would cost them more than $10,000 a year.

CanIRank helped Fieldwire (web and mobile collaboration platform) boost their rankings for all primary keywords in their domain, beating out larger and more established companies.

  • Used CanIRank’s “Improve My Ranking” tool to identify high potential pages with keywords that were ranking, but too low to get much traffic.
  • Used data-driven on-page optimization for high potential pages.
  • Revised content strategy and identified additional content topics that offered a good balance of value and ranking difficulty.
  • Reached out to relevant media outlets and pitched founder interviews and other relevant stories.

You can see the full Fieldwire content marketing case study here.

15. BuzzSumo - How BuzzSumo Achieved $2.5m Annual Revenue in its First Year: Case Study in SaaS Growth

Buzzsumo digital marketing case study

  • Gained over 160K freemium subscribers and more than 2K paying customers in their first year.
  • Gained 2.5M annual revenue total.

In 2014, as the use of AdBlock was growing, businesses were starting to rely on content more than ever. Here’s how BuzzSumo capitalized on the content marketing frenzy.

  • Spent most of their budget on their content marketing tool, which generated more awareness, sharing, and advocacy than any marketing expenditures.
  • Gained the support of important influencers (Larry Kim, Rand Fishkin, Neil Patel, etc.).
  • Focused on making the product sticky and reducing churn rate.
  • Created unique content based on data, gave away everything they knew, and started growing steadily over the year.

See the full case study of how BuzzSumo achieved 2.5M in annual revenue here.

16. GrooveHQ - Behind the Scenes: How We’ve Built a $5M/Year Business in 3 Years With Content Marketing

GrooveHQ digital marketing case studies

  • Achieved $5M/Year in annual recurring revenue and gained over 250,000 readers each month in over 3 years.

GrooveHQ wanted to rebuild their content marketing strategy with a focus on their target market's challenges and goals. Here’s how they accomplished that:.

  • Redesigned their content marketing strategy to be more transparent and focus on their own business challenges and goals.
  • Asked new email subscribers about their business struggles, and answered those questions in the form of blog posts.
  • Reached out to influencers, and asked for their thoughts and feedback on blog posts (Instead of begging them for shares).
  • Ran A/B tests on narrative-based storytelling blog posts to see which ones performed better.

Find the full GrooveHQ $5M content marketing case study here.

17. Zest - Generate MQLs for 15x less? Yes, please. How Whatagraph crushed it

Zest digital marketing case study

  • Lowered Whatagraph’s cost per marketing qualified lead (MQL) by 15x - from $60 to just $4.
  • Of all the users who signed up for a free trial as a result of the campaign, 9% were sales qualified leads (SQLs) that converted at a cost 4x less than Whatagraph’s usual paid advertising per-lead cost.

Whatagraph wanted to promote their annual marketing report template to the right audience without breaking their budget. Here’s how they did this:

  • Whatagraph partnered with Zest to extend their web presence and promote their marketing annual report template.
  • Paid $400 for a content boost strategy to promote their template on the Zest Content Stream and in their newsletter.
  • The campaign started just before Christmas and continued through January 23, 2020, which lowered Whatagraph’s cost per MQL by 15x.

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18. AdEspresso - Facebook Ads Case Study: The Million Dollar Indiegogo Campaign

AdEspresso digital marketing case studies

  • Secured pre-orders from over 76 countries, with over 2,000 backers on Indiegogo.
  • Achieved over $900K in funding.

BionicGym wanted to promote their Indiegogo page for an increase in sales and site visits. Here’s how they did this:

  • Set up one campaign per country ads and set the objective to ‘Conversions’.
  • Split-tested up to 252 ads and used the auto-optimization feature to relocate funding across the different ads, depending on how they performed.
  • Set up retargeting campaigns and split test to everyone who visited the Indiegogo page and watched the Facebook video ad.
  • Created lookalike audiences for the best-performing audiences.
  • Reached a 9x ROI for some of the campaigns.

Check out the full Facebook Ads million-dollar Indiegogo campaign case study here.

19. Andrew Hubbard - $36,449 In Revenue From a $4,159 Ad Spend

Andrew Hubbard digital marketing case study

  • Generated $36,449 in revenue from $4,159 ad spend,
  • Gained 769 new email subscribers and 128 new Facebook page likes.

Andrew Hubbard helped the client (Navid Moazzez) advertise his flagship course through Facebook ads.

  • Ran ads a week before the course opened to get email newsletter opt-ins.
  • Targeted warm traffic (Facebook fans, email list) first to an opt-in page.
  • Ran ads for cold traffic, directing them to an un-gated (no-opt in) blog post. Once people had read the blog post, they were retargeted with ads promoting a relevant lead magnet.
  • Created ads focusing on urgency and scarcity when bonus packages were starting to expire.

You can see the full Facebook Ads case study here.

19. Sugatan - Step-by-step Ecommerce Scaling from 50k/Mo to 520k/Mo with Facebook Ads

Sugatan digital marketing case study

  • $520K+ in monthly sales with 3.79x ROAS through the funnel.
  • 2.35x ROAS at top-of-funnel, spending $100k+/monthly.

Sugatan (eCommerce growth-hacking agency) scaled their client using Facebook Ads and by testing different kinds of creatives. Here’s what, exactly, they did:

  • Installed HotJar on the client’s eCommerce site to get insights on how customers behaved. Tested different video creative types, different ad ratio sizes, copy, thumbnails, and buttons to see what converted best.
  • Killed off smaller ad-sets with the same audiences to prepare for scaling. Increased budget 20-30% twice per day for 2-3 days.
  • Increased budget 1 month before Christmas and Black Friday sales, and launched a Facebook Messenger & email collection campaign 1 week before the sale started. Created VIP discounts for people who gave them their email addresses or subscribed to their messenger list.
  • Starting running ads for the whole week before Black Friday - giving 10% off to everyone tracked via Facebook Pixel and 20% for VIP sales which were on for 24h.

Check out the full agency eCommerce business Facebook ad case study here.

20. Mark Brinker - How I Improved My Facebook Advertising By 400% In Just 4 Weeks

Mark Brinker digital marketing case study

  • Decreased cost per subscriber from $11.43 to $2.40 (79% reduction) in 4 weeks.
  • Increased number of weekly subscribers from 10 to 51 (400% increase).

Mark Brinker (consultant) increased his weekly subscribers at a cheaper cost through Facebook Ads by promoting his e-book.

  • Tested 6 different ad headlines and 3 ad images.
  • Let all the 18 variations of the ads run for 1 week, and then eliminated the ones that were performing poorly.
  • Deleted 3 more ads with headlines that were not resonating with the audience after that week.
  • Found the winning combination by end of week 4 and continued running that ad.

You can see the full Facebook advertising case study here.

21. Leadpages - From 4% to 40% conversion

Leadpages digital marketing case study facebook ads

  • Conversion rate shot up from 4% to 40% - a 10x increase from similar campaigns in the past.

Jenny Berk used Leadpage’s ad builder to promote her coaching services and optimize her micro funnel.

  • Queued up $50 budget, created a custom audience from her email database (.CSV file), and layered a lookalike audience on top of that.
  • Sent traffic to a targeted landing page, and created consistent ad copy and images throughout the whole funnel.
  • Ran Facebook Ads for her warm leads and lookalike audiences, based on her email subscribers.

Check out Jenny’s full Facebook ads case study here.

22. Brian Downard - $194 in Facebook Ads into $100K in Sales

Brian Downard digital marketing case study

  • Generated $106,496 in patio furniture sales from $194 in Facebook ads.

Brian Downard helped high-end patio furniture store client drive more sales and bring in more people into their local store;

  • Built a warm audience using the content the furniture store had been previously sharing (blog posts, eBooks, infographics, guides, and more).
  • Incentivized people to go visit the showroom in person by offering a 50% discount in the ads.
  • Redirected people to a landing page from the ad, which showed a variety of products to appeal to different target audiences.
  • Included a clear CTA for them to get in touch with the sales team.

You can find the full Facebook ad case study here.

23. Reinis Fischer - Spending $4 Per Day On Facebook Ads - Case Study

Reinis Fischer digital marketing case study

  • Top ads gathered 1,000+ likes and shares for a budget of $8.
  • Gained 50-200+ clicks per day back to the website and acquired 600+ new followers on Facebook.

Reinis Fischer grew his Facebook page about his tourism services through Facebook Ad campaigns promoting his article:

  • Targeted other countries for his blog articles about tourism activities in Georgia to build brand recognition and grow his Facebook page.
  • Spent $4 per day on Facebook ads and promoted only the best possible articles related to his audience.
  • Promoted 1 article for 2 days with an 8$ budget for 30 days.
  • Once each campaign was over, manually invited everyone who liked the posts to follow the Facebook page as well.

Check out the full spending $4 per day on Facebook ads case study here.

22. Paid Insights - AdWords Case Study: How $520 Turned Into $6,120

Paid Insights digital marketing case study

  • Spent $520 and acquired 6 new clients for local mental health counselors.
  • Gained $6,120 in revenue over 3 months.

Ross Kaplan of Paid Insights helped mental health counselor client gain new clients by running a local AdWords campaign:

  • Built a new website for the client & optimized it for conversions.
  • Used modified broad match keywords so that people would still get the ad even if they searched for it in a different order.
  • Targeted only local zip codes surrounding the client’s office so the drive time for her customers would be under 10 minutes

Check out the full AdWords case study here.

23. Daisy-ree Quaker - PPC Case Study: How We Cut AdWords Costs by 67% With a Simple Tweak

Daisy-ree Quaker digital marketing case study google analytics

  • Costs dropped by $10,000 while conversions remained the same.
  • The cost per conversion dropped from $87 to $16.
  • Impressions dropped by 72% while CTR went up 103%.
  • The conversion rate rose from 6% to 18%.

Daisy (online marketer) helped her SaaS client rethink their ad bidding strategy.

  • SaaS company client wanted to cut back on ad spend because constantly bidding for first place was becoming too expensive.
  • Realized most web users are trained to scroll past ads and decided to start bidding on 3rd position on Google as a test.
  • Saw campaign results start increasing over the course of 3 months. Lowering AdWords rank helped get more views on their ads, and widened the pool of people that could see the ads because of a closer association with natural listings.

You can find the full PPC case study here.

24. Exposure Ninja - How We Increased PPC Leads by 325% in 60 Days for a Dental Clinic

Exposure Ninja digital marketing case studies

  • Increased conversions by 252.94% (from 17 to 60).
  • Decreased cost per conversion from £154.28 to just £34.37.

Exposure Ninja helped a dental clinic, based in a competitive area for PPC ads, generate more customers.

  • Installed Hotjar to understand where users were dropping off on the landing page and which areas were acting as conversion blockers. Found that visitors weren’t able to find the information they needed about the client's top service.
  • Created a new landing page focusing on their priority, high-profit services.
  • Because the client was running a Google Ads campaign before, they could use historical data to experiment with advanced bidding strategies.
  • Introduced the new landing pages and tweaked the campaigns to maximize the client’s budget.

You can find the full increased dental PPC leads case study here.

25. ColaDigital - How We Increased Sales by 30% in 30-days Using Optimized Google Ads For a Local Business

Cola Digital digital marketing

  • Increased year over year sales for local business by 30% in 30-days

ColaDigital helped a client set up their Google Ads account campaign from the ground up after they had an unpleasant experience with another agency.

  • Created unique ad groups and ads for the client's most profitable keywords.
  • Set up a hyper-targeted campaign using 1 unique ad group and 3 different match types for each ad group keyword.
  • Set up negative keywords and turned on audience demographics in Google Analytics

You can find the full google ads local business case study here.

26. BoxCrush - AdWords Success Story

BoxCrush digital marketing case study

Helped an industrial client who had a lot of impressions but very little clicks:

  • Increase CTR from 2.41% to 3.89%
  • Decrease CPC from $2.24 to $2.17 in 1 month.

BoxCrush helped an industrial client improve their AdWords campaign when their click-through rate had fallen.

  • Rebuilt customer’s AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics.
  • Built Ad Groups within each campaign and created ads targeting audiences with each group.
  • Once they saw an increase in performance, they expanded the client’s campaign from three Ad groups to six.
  • Made the ads relate more to specific keywords, which caused the clickthrough rate to increase.
  • Refined and re-optimized the process over time, causing the results to grow even further after the 1st month.

27. Sumo - How Noah Kagan Grew A Website To 10K Visitors In A Month


  • Grew website from 0 to 10K visitors in a month.
  • Grew email list from 173 to 2,322 in 3 days.

Noah Kagan took on an apprentice (Julien Marion) and helped him grow his brand new blog about sleep from scratch, with no prior connections or budget.

  • Created a simple landing page to capture emails before the site was live.
  • Set realistic and SMART traffic goals of 10,000 visitors in 30 days.
  • Created a quant-based marketing approach strategy to build the plan, thus working backward from the 10K visitors goal.
  • Reached out to relevant companies to participate in a viral giveaway that he would then promote to the site’s audience through their newsletter.
  • Reached out to niche influencers for interviews to drive referral traffic.
  • Tracked daily results and goals to stay accountable.

See the full marketing plan and the whole growing website case study here.

28. HubSpot - How PureVPN Increased Website Traffic by 289% Through Storytelling

HubSpot marketing analytics

  • Gained a 289% increase in new visitors’ traffic site year over year.
  • Helped raise awareness on cyberstalking and attracted people who wanted to add to the conversation.

PureVPN wanted to tell the stories of cyberstalking victims and raise awareness on the subject. Here's how they did it:

  • Designed a buyer’s journey centered around raising awareness on cyberstalking and its effects on society.
  • Researched reading habits of their buyer persona, used keyword research tools for idea generation, and searched for topics on Quora based on questions real people were asking.Gathered statistical data of past and recent cyberstalking incidents. Identified and reached out to influencers who were associated with cyberstalking awareness campaigns and victims or people who could tell their stories.
  • Interviewed influencers and turned the interviews into blog posts. Experienced a significant spike in website traffic through influencers sharing the content.

See how PureVPN increased website traffic through storytelling and influencer marketing tactics here.

29. Beeketing - How Gymshark Grew by 200%+ Year On Year and Hit £41M in Sales

beeketing sales growth case study

  • Grew by 200% year on year and hit £41M in sales in nearly 7 years.
  • Achieved a cult-like following.

Ben Francis (founder of GymShark) disrupted the gym apparels market using social media and influencer marketing.

  • Only selected specific influencers with strong Instagram engagement and following to gain credibility.
  • Sponsored various fitness Instagrammers, YouTubers, and bloggers and organized meet-ups.
  • Partnered with fitness and lifestyle influencers on TikTok.
  • Announced the "66 Days" fitness challenge on their site and other social media platforms to drive user-generated content.
  • Built long-lasting relationships with fans on Instagram, Facebook, Twitter, Pinterest, Spotify, and other social media channels.

Check out the full Gymshark influencer growth story here.

30. Leadfeeder - How ConvertKit Grew from $98k to $625k MRR by Doing 150 Webinars in 1 Year

Leadfeeder marketing case study

  • Grew monthly revenue from $98K to $625K in 12 months.
  • Hosted more than 150 webinars in the first year, saw a 637% growth in monthly revenue.

Founders of ConvertKit (email marketing platform) wanted to grow their brand and generate revenue with a low budget. They decided to focus on webinars.

  • Focused on one marketing strategy (webinars) that didn’t require a lot of money and they could use to build a community around a relatively new product.
  • Maintained a wide-open affiliate program and started doing webinars with any affiliate partner, no matter how small their audience was.
  • Gave away tons of free information in 20-30 webinars per month, while asking for nothing in return.
  • Maintained a narrow target audience (blogging community), and kept the technology simple (minimal tech issues).

You can find the full webinar marketing case study by ConvertKit here.

31. Buffer - The Simple Facebook Posting Strategy That Helped us 3x Our Reach and Engagement

Buffer digital marketing case study

  • Tripled reach from 44,000 to 150,000+ people per week on Facebook.
  • Increased average daily engagement from ~500 to 1,000+.
  • Posts started reaching between 5,000-20,000 people

Buffer noticed their Facebook reach and engagement were decreasing for their posts over time. Here's what they did:

  • Noticed that the more they posted on Facebook, the less reach they received with each post.
  • Started posting only entertaining and educational content.
  • Posted only once or twice on Facebook and curated content to increase engagement.
  • Created a few brand awareness and engagement-focused posts to build an active Facebook audience.
  • Boosted posts that were already performing well to amplify the reach.

You can find Buffer’s complete Facebook posting strategy here.

32. SEMRush - Raise Your Game: A Step-By-Step Guide To Gamification Marketing

  • More than 9,300 users took part in their game.
  • Received 8+ million impressions on Twitter.

SEMRush wanted to educate their users on their different product features and stand out while doing so. For this, they used gamification marketing..

  • Customers were finding it hard to stay up to date with all the novelties the SEMRush tool offered. SEMRush wanted to increase their awareness of their platform’s wide functionality and increase the number of tools people used.
  • Aligned campaign with a global event (Easter).
  • Made it so that the Egg Hunt game looked good and felt satisfying from a gamification perspective. Those who found all 15 eggs were awarded a list of the 10,000 most searched keywords for 10 countries.
  • Created a special hashtag for Twitter (#semrushegghunt), which picked up and went viral, and made sure the customer support and social media teams were ready in case users needed any help.

Check out the full step-by-step guide to gamification marketing case study here.

33. Hootsuite - How the British Museum Increased Social Media Engagement by 126%

  • Gained 2M+ new followers on Twitter, Facebook, and Instagram.
  • Gained 126% more tweet responses, increasing customer engagement.
  • Over 1,300 tweets tagged and analyzed to uncover actionable insights.

The British Museum turned to Hootsuite to set up a better social media campaign strategy and engage more frequently and more effectively with its audience.

  • Set a three key goal strategy to increase online reach and engagement, deliver digital-first customer service, and identify opportunities for income and revenue generation.
  • Identified opportunities to develop channel-specific content to make the best of each social media channel.
  • Used Hootsuite to adapt to the new social media strategy and to track and analyze results.

See the full British Museum social media case study here.

34. Saashacker - 19 SaaS Marketing Strategies That Bootstrapped Ahrefs To $40m ARR

Saashacker organic keywords analytics

  • Grew from 15 to 50 employees and over $40M in annual recurring revenue while being 100% bootstrapped.

Ahrefs used a mix of different SaaS marketing strategies to grow their brand.

  • Rejected conventional SaaS marketing wisdom, focused on product quality driving word of mouth marketing and boosted their exposure at the world’s biggest SEO event. Went semi-viral on Twitter by adding nerdy SEO data to the coffee cups at the conference and giving them away to attendees..
  • Produced a lot of content on how their SEO tool solved specific problems and used blog posts as ads.
  • Created and gave away courses on blogging for businesses for free, used word of mouth marketing to promote it, and pushed employee images to the front to gain readers’ trust.
  • Did 20 podcasts in 4 months, posted content a lot on Reddit, YouTube, their own blog, and other channels.
  • ...And a LOT more.

See the full case study here.

And that’s a wrap!

Ready to 10x your business through digital marketing now?

We hope the above case studies were helpful and you can use them as inspiration to drive amazing results.

For more industry-leading digital marketing content and tips, be sure to check out our blog .

Did we miss a case study? Have YOU done something interesting that deserves a mention in this list?

Let us know down in the comments, we’d love to hear from you!

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

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

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

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

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

In this article, you’ll learn:

What is a case study?

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

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

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

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

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

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

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

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

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

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

1. Identify your goal

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

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

2. Choose your client or subject

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

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

Some of the most compelling case studies feature customers who:

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

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

3. Conduct research and compile data

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

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

4. Choose the right format

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

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

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

5. Write your case study

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

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

6. Promote your story

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

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

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

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

Template 1 — Challenge-solution-result format

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

Template 2 — Data-driven format

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

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

Juniper Networks

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

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

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

Tata Consulting

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

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

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

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

Adobe can help

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

To learn more, watch the Adobe Experience Platform story .

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

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

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

Request a demo to learn more about Adobe Analytics.




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

Top 10 Compelling Content Marketing Case Studies

Top 10 Compelling Content Marketing Case Studies

The World of Marketing is changing every hour! Trends, technologies, and consumer needs are constantly evolving. Staying relevant in such times is extremely important. And what better way to do that, than a super-strong content marketing strategy!

Content Marketing is not just confined to building trust, awareness, or engagement. Today it has become the new normal of the marketing world. Software companies have now positioned themselves as tech-educators through blogs, how-to videos, and informational guides. While global tech giants like Google have come up with free courses and certifications to educate their audiences in various domains from Digital Marketing to Artificial Intelligence. Such content is a great way to remain relevant, inform target audiences and convert potential customers into loyal ones. 

With the help of engaging Content Marketing Strategies, brands can highlight their business’s key services, strengths, USPs and drive brand utility in the daily lives of their customers.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Content Marketing Institute

It means qualitative, consistent, and relevant content drives the purchase decisions of the consumers and helps brands generate leads. Content can be generated in various formats such as blogs, newsletters, surveys, tool-reviews, e-books, quizzes, videos, giveaways, podcasts, or user-generated content.   

Why Content Marketing is Important? 

Here are the top three reasons why you should consider content marketing over any other marketing channel. 

1) For Building Trust and Brand Reputation

case study related to content marketing

When consumers read about your brand, they tend to develop an opinion about you. If the content provided is valuable, educational, and engaging, consumers are more likely to invest in your products or services. Therefore articles or blog posts build trust and a good reputation for your brand in eyes of targeted audiences.

2) Helps Generate leads and Influencing Conversion Rates  

YES! content marketing is effective in generating leads too and also works well in improving website conversion rates. Improved conversion rates lead to a higher probability of increased sales.  

“According to 74% of companies surveyed, content marketing has increased their marketing leads, both in quantity and quality. “(Curata)

“Content marketing provides conversion rates about 6 times higher than other digital marketing methods.”(ABG Essentials)

3) Cost-Effectiveness  

case study related to content marketing

If you aren’t already helping your brand with content marketing, it is high time that your brand starts. Invest time and money into content marketing to see cost-effective and better ROI on your marketing efforts. 

How about we take a look at some successful Content Marketing Case Studies to draw some inspiration. These Content Marketing Case studies will help you analyze the effectiveness of the strategy applied and help create better plans. Need help planning Content Marketing strategies, feel free to connect with us at  [email protected] .

Content Marketing Case Studies

1) company: superdrug.

Superdrug is a health and beauty products retail company based in the UK. It offers a range of products from fragrances, makeup, skincare, toiletries to hair care products and much more. 


The campaign was designed around this one question. – “How do perceptions of beauty vary across the globe?”

  • Understanding unrealistic beauty standards and body image roles in different countries. 
  • Raising awareness on the issue of body imaging and acknowledging people being held as victims of such issues. 

The Strategy:

Superdrug started a campaign named, “PERCEPTIONS OF PERFECTION” . As part of the campaign strategy, a woman’s image was sent to 18 female graphic designers across different countries. Superdrug asked them to photoshop the image to look attractive to the people of their country. Later, Superdrug created a visual asset compiling the different versions of the original image produced by graphic designers from 18 countries. 

You can check the compilation here- Perceptions of Perfection | Superdrug™

case study related to content marketing

The Results:

  • The campaign gained international appreciation and was picked up by 600 publishers including Buzzfeed, Huffington Post, CNN, New York Times, and many more placements. 
  • Nearly 1,000,000 social shares.
  • More than 700,000 page views on Superdrug’s website. 
  • 238% increase in organic traffic search over 16 months period. 
  • Mentioned by celebrities like Sofia Vergara and Lil Wayne. 

Key Takeaway: 

  • Producing emotionally appealing content is one of the best ways to connect and encourage engagement with your customers. 
  • Customers feel that you empathize with them and understand their dynamic perceptions. 
  • Moreover, it puts your brand in the limelight for being relevant, acknowledging the challenges faced by customers and helps create better relationships. 

2) Company: Capgemini

Capgemini is a global consulting, technology services, and digital transformation company based in France, offering worldwide enterprise services. 

Challenge- Building Brand Awareness and Reputation Management . 

Despite being capable and working with the world’s top brands including KPMG, Deloitte, and Accenture, the company was falling behind its competitors. They invested large sums of money in paid advertising, appointed professional golfers for branding, and yet faced slow revenue growth with no ROI. 

  • Attracting new visitors to the website. 
  • Building Brand awareness. 
  • Providing knowledge and tech-driven solutions to the target audience. 
  • The Strategy: 

The brand created a content marketing strategy plan that revolves around engagement. They converted website content into a storytelling format that would inform and answer the target audience’s questions on the topics like cloud technologies, AI intelligence, Big data, etc… The brand acknowledged the challenges faced by the enterprises and provided them with solutions through their website content. They framed a series of stories, blogs, and informational pieces for their website, educating their audiences about the need for technology driven solutions.  

case study related to content marketing

Source- marketinginsidergroup.com

case study related to content marketing

  • In one year’s duration, Capgemini accomplished the goal of attracting 1 million new visitors. 
  • Attracted 100,000 new followers for LinkedIn page.
  • 1.8 million shares of the content. 
  • The strategy was responsible for generating nearly $1 million in sales and $5 million in its second year. And is today generating around  $20 million in sales a year. 

Key Takeaway:

  • Information and Problem Solving is the key to attract your customers when talking about new technologies and advancements. 
  • Big budget advertisements may not be fruitful if targeted audiences are not well-informed about the product/company. 
  • Tech brands and service brands can easily crowdsource informational blogs and articles, share client’s stories, make how-to-videos or create informational e-books. This kind of content becomes more reliable and drives more engagement. 

3) Company: Mercedes Benz

The company needs no introduction. Mercedes-Benz is a German- automotive leader, known for producing luxury vehicles and commercial vehicles. 

  • Targeting the younger generation and enhancing brand awareness across social media handles. 
  • Generating social media impressions for the new launch- Mercedes CLA. 

Mercedes Benz wanted to reach out to younger audiences. Their strategy concentrated on user-generated content encouraging engagement with the brand. 

Mercedes Benz collaborated with five Instagram photographers and asked them to take photographs of the all-new Mercedes CLA under the “Take the Wheel” challenge. The best part of the campaign was, whosoever gets the maximum likes keeps the car. And hence all five of them worked hard and in turn Mercedes generated some stunning visual assets for their social media handle with the worldwide popularity of the campaign. 

Check out the video! 

  • 87,000,000 organic Instagram impressions
  • 2,000,000 Instagram likes
  • 150 new marketing assets (stunning photos)
  • The campaign highlights the importance of choosing the right type of platform and social media influencers for your targeted audiences. 
  • Drive more from your contests and generate as much content out of it as possible. 
  • And in turn, your brand can generate qualitative and quantitative marketing assets that will keep attracting attention from your target audiences.

4) Company: Colgate Palmolive 

Colgate Palmolive is an American global brand with a history of more than 200 years. The product range includes household, healthcare, personal care, and veterinary products.


  • Enhance brand awareness and boost online sales of Palmolive Gift sets. 
  • Better Engagement through interactive gamification content. 

Colgate used an interactive content strategy for boosting sales of its Palmolive gift sets during one of its Christmas campaigns. Colgate launched Bubble-popping gamified content combining it with Augmented Reality to engage its customers. To play, users had to present proof of their purchase and then a landing page would lead them to a game. As part of the game, the player has to pop the bubble with his/her nose in the bath like setting. 

case study related to content marketing

Source- contentmarketinginstitute.com

The Result:

  • Attracted over 1 million participants within two weeks through Facebook. 
  • 10,000+ participants landed on the retailer’s website to shop online. 
  • Creative content marketing takes your brand ahead in an overcrowded marketplace. Try the many interactive content marketing formats like games, AR and VR applications, quizzes, and more that are available today. 
  • According to Think with Google, “People today have 2X more interactions with brands on mobile than anywhere else.” The statement justifies the increase in the importance of mobile-friendly content marketing strategies.   

5) Company: SEMrush 

SEMrush is a leading competitive research toolkit company that offers its services in PPC, content marketing, SEO, analytics, social media, and a wide range of digital marketing related services. 

  • To educate the audiences about the new feature launch. 
  • Product awareness and engagement. 

The Strategy :

SEMrush designed an interactive game that educated its target audience about the new additional features on SEMrush’s toolkit. The game was named; “SEMrush Easter Egg Hunt Game ”, it involved the completion of a set of actions within SEMrush’s tool to find 15 easter eggs. And later on, people shared their accomplishments through Twitter. 

case study related to content marketing

Check out the Challenge video here; Virtual SEMrush Egg Hunt Tour

case study related to content marketing

You can check out more information here- SEMrush Easter Egg Hunt: All the secrets revealed!

  • Attracted more than 9,300 participants. 
  • Generated 8 million Twitter impressions.
  • Adding advanced features to your products is easy; educating your targeted audiences about them is tough. Therefore, planning a content marketing strategy for educating your audiences becomes inevitable. 
  • Invest in gamified content for brand education. It helps drive brand messages more effectively, attracts more customer eyeballs, and in turn informs them about your offerings.  

6) Company: Swiggy 

Swiggy is India’s leading, tech-driven, on-demand food delivery platform. It brings food from neighborhood restaurants, cafes and eateries directly to your doorstep. It has appointed delivery partners all over India to deliver food through an app-based system. 

  • Positioning Swiggy as a compelling choice for delivery partners and encouraging potential delivery partners. 
  • Engaging its delivery partners and encouraging them to showcase their creative side.
  • A second income generating source for Swiggy’s delivery partners. 

Swiggy Starhunt , the campaign launched by Swiggy acknowledging its delivery partners’ effort. The campaign let it’s delivery partners take a break from their daily work and showcase their talent through Tiktok. (though it has been banned in India now, there are various applications in the market to replace it.)

Swiggy launched four teaser videos to attract customers, which gained remarkable views.

Swiggy Starhunt – Simran

The Star Hunt Challenge included categories like; dancing, singing, musical instrument, and acting. The winners were promised exciting prizes and holiday packages. 

Swiggy used 11 vernacular languages to promote the challenge across pan-India audiences. And collaborated with Tiktok influencers to increase the reach of the challenge. 

The Results:  

  • Through Tik Tok influencers, Swiggy garnered an organic reach of 57 Lakhs. 
  • 350+ delivery partners participated in the challenge. 
  • 1500+ videos were uploaded on Tiktok. 
  • 44M+ views on Tik Tok #SwiggyStarHunt. 

Key Takeaway- 

  • Producing video content is exciting and an awesome tool to tell stories about your product.
  • Cisco projected that more than 80% of all Internet traffic will be video by 2021—which means brands definitely need a video content strategy. (Cisco)  
  • Moreover, 87% of consumers want more videos from brands. (Hubspot) . As a brand, you must not overlook the efficiency of rising video platforms like Instagram reels, You Tube Shorts, or Vimeo.  

7) Company: MIVI

MIVI is a homegrown Indian electronics manufacturer company. Its product range includes; headphones, ear pods, speakers, charger cables, and adapters. 

  • Product Awareness for new MIVI Duopods M80. 
  • Product launch and engagement. 

MIVI made exceptional use of the Instagram platform by launching a story game. The game revolved around completing a mission by carrying all new MIVI Duopods to the safe house. The game was Insta story-based, where players have to tap on the right option that would lead them to the safe house. After completing the mission, users can fill in their information and receive exciting offers, and stand a chance to win MIVI Duopods M80. 

MIVI reached out to various social media influencers like Bhuvan Bam, Mostlysane, Carry Minati, and Mumbaikar Nikhil. They shared the game on their social media handles and encouraged audiences to take up the mission. 

case study related to content marketing

Source- nextbigbrand.in

The Results: 

  • More than 3 lakh people played the game in a span of 24 hours. 
  • Gained massive social media shares. 
  • Interactive content is what drives brand engagement today. Craft interactive content strategies to see your users have fun with the brand.
  • Interactive content allows audiences to actively participate rather than passively read, watch or listen to ads. 
  • It also enhances the customer experience. The better the customer experience is, the higher are the chances for increased conversion rates.

8) Company: Blendtec

Blendtec is a US-based blender company manufacturing blenders for commercial and residential purposes. It guarantees to offer the safest, highest quality, and speedy blending services. 

  • To position Blendtec’s blenders as the world’s most efficient blenders. 

The Strategy:  

Their strategy has been the same for more than a decade. Engaging audiences by blending anything. It includes iPhones, keys, sketch pens, remotes, marbles, or literally anything. The brand keeps posting “Will it blend?” Youtube videos and has been successfully creating viral content for around 13 years. 

Check out Will it blend? Videos here! 

  • 700% increase in sales in recent years. 
  • More than 850k subscribers on the Youtube channel. 

Make your product your hero in your content marketing strategy. And drive the content around it. Get your audiences hooked to your content and create a permanent brand recall for your product in the mind of the audiences.

9) Company: Airbnb 

Airbnb is an American vacation rental company that connects people with places, stays, and hosts through a website and app system. 

  • Increasing organic reach through content that satisfies all travel needs. 
  • Encouraging engagement, and awareness about the Neighborhood Guides provided by Airbnb. 

As part of the content creation strategy, they designed a Neighborhood guide for travelers that would help them decide where to stay, what experiences they will gain, and what places their neighborhood would have. The Neighbourhood guide was published on their website and mobile application, which still gets updates from time-to-time by their registered hosts. The guide gives recommendations about food, stays, nearby destinations. A complete guide for every type of traveler!    

You can check their intriguing Neighbourhood Guide here!

case study related to content marketing

  • 10,000+ estimated monthly organic traffic. 
  • 100+ referring domains. 
  • Customize content production focusing on the specific needs of your consumers. This will help your brand increase its credibility and engagement. 
  • 78% of CMOs believe custom content is the future of marketing. (DemandMetric) Brands should focus on investing resources in understanding consumer needs and adopting personalized content practices like the website content designed by Airbnb.  

10) Company: Lenovo 

Lenovo is a Chinese multinational technology company offering its products including laptops, ultrabooks, tablets, and other technological devices. 

  • To guide customers through the content marketing funnel. Firstly by building awareness about the brand, educating about products, and then converting them into customers. 
  • Influencing and educating buyer’s about the technology and helping them with purchase decisions. 

Lenovo created a digital content hub called Tech Revolution. It focused on informing people in the Asia Pacific region about new technologies, trends, and their usages. They built an online website, https://www.techrevolution.asia where they shared stories and informational articles educating their audiences about the products available. Lenovo also collaborated with IT professionals to create informational guides about the continuous evolution of technology.

case study related to content marketing

Checkout Frizbee’s video they created as part of the Tech Revolution!

  • 500+ articles with 34 million impressions. 
  • 250k+ link clicks
  • 60k+ social engagements. 
  • 100k+ new visitors. 
  • Consumers want to know if they are dealing with the experts in the field. And the best way to assure your audiences is by providing educational content. 
  • Educational Content helps your customers make informed purchase decisions and in return builds your brand’s credibility. 
  • Digital customers love sharing their reviews and opinions. User-generated information further helps your brand cut costs and gain consumer trust. 
  • Consumers are more likely to trust testimonials, expert advice, or other informational guides stating the value of your products. 

Plan your Content Strategy and generate Conversions! 

These are some of the most compelling content marketing strategies by brands across the globe. From emotional appeal to engaging content marketing plans, these are some of the brands that have successfully leveraged the power of Content Marketing. And continue to generate results by creating qualitative, interactive, and relevant content. 

If you are a brand looking for digital marketing agency in Mumbai whose offer content marketing services, reach out to us at  [email protected] . And we will help you create awesome content strategies that convert. Cheers! 

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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.

case study related to content marketing

Dominika Krukowska

9 minute read

Marketing case study examples

Short answer

What makes a great marketing case study.

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

Are your marketing case studies falling flat?

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

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

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

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

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

Let’s get started!

What is a marketing case study?

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

What is the purpose of a marketing case study?

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

1) To present a narrative of success

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

2) To build trust

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

3) To inspire action

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

4) To show relevance

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

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

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

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

—Amotz Harari, Head of Marketing at Storydoc

amotz harari - head of marketing at storydoc

What should a marketing case study include?

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

A compelling marketing case study should include:

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

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

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

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

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

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

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

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

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

What are the main types of marketing case studies?

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

4 case study types to consider:

1) Problem-solution case study:

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

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

2) Before-and-after case study

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

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

3) Success story case study

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

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

4) Interview style case study

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

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

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

acorn method for writing a marketing case study

Best marketing case study examples to inspire you

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

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

Let's dive in:

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

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

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

2. Dove's Real Beauty Sketches

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

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

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

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

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

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

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

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

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

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

6. L’Oreal Paris and Google

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

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

You can watch the case study below:

L'Oreal case study e

7. How Bitly solved the omnichannel challenge

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

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

8. Gannett marketing operations grows digital subscriber base with Asana

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

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

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

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

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

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

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

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

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

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

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

Marketing case study design examples you can use as your template

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

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

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

Why you shouldn’t make case studies as PDFs

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

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

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

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

why PDFs. are a bad case study experience

What you can do instead

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

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

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

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

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

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

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

Here’s how PDF and Storydoc case studies compare:

case study related to content marketing

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.

case study related to content marketing

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5 keys to crafting a killer marketing case study

case study related to content marketing

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

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

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

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

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

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

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

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

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

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

How do you create a compelling case study?

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

Great case studies require you to:

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

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

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

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

What’s the first thing you do?

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

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

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

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

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

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

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

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

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

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

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

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

3. Gather details and comb through the data

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

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

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

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

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

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

4. Find the story

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

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

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

5. Highlight proof points

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

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

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

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

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

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

What are some great case study examples to model after?

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

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

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

case study related to content marketing

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

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

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

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

case study related to content marketing

‘Disney+ Brand Launch’

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

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

case study related to content marketing

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

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

case study related to content marketing

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

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

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

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

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

case study related to content marketing

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

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

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

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

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

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

But let’s back up one more step.

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

Where marketing efforts meet solid storytelling

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

Michael O'Neill

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case study related to content marketing

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

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5 Unique Digital Marketing Case Studies that Every Business Professional Should See

Published on: July 15, 2021

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Businesses often rely on digital marketing to increase their brand awareness and bring in new customers. However, if the marketing efforts aren't effective, they can turn into a waste of time and money. In many ways, effective digital marketing is a process of trial and error. For this reason, a digital marketing case study can be a valuable source of guidance for today's business students and professionals, enabling them to learn from the results of others rather than having to start their own trial-and-error process from the beginning. As a business administration degree student, understanding and evaluating real-world marketing tactics is key to developing a solid foundation for your business career. With that in mind, let's take a look at five unique digital marketing case studies that you can use to inspire new ideas and hone your own future digital advertising strategy.

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Case Study #1: Fanatics Boosts Traffic Through Content Marketing

When Fanatics—an e-commerce store focused on selling sports apparel and other sports-related products—decided that it needed to provide customers with more reasons to engage with the company website,  it turned to content marketing as a solution . Fanatics chose a three-pronged approach for their content marketing campaign, one that included timely sports articles meant to coincide with current sporting events, evergreen content related to various events throughout sports history, and articles that capitalize on new trends and developments in the world of sports as they happen.

This strategy of producing both evergreen and trending content enabled Fanatics to establish itself as a desirable news and entertainment resource for sports fans all over the country. Thanks almost entirely to their content marketing campaign, Fanatics saw a 1,100% increase in organic search engine traffic along with a 230% increase in the number of ranking keywords on their website. The company's content marketing efforts also enabled it to publish high-profile features on popular sites such as Yahoo Sports, The Score, and USA Today.

Case Study #2: Wholesaler Drives Visibility and Conversions with Social Media Marketing

Case study #3: amazon leverages crm to become e-commerce giant.

Customer relationship management (CRM) is the process of managing interactions with customers to facilitate beneficial outcomes. Much more than simple customer management, CRM uses data processing to divide customer lists into a wide range of segments and formulate various interactions designed to speak to the needs and desires of each specific segment. If you would like a case study of a company that has leveraged innovative CRM with outstanding results, you need not look any further than the e-commerce giant Amazon.

As one of the first companies to really leverage CRM to its full potential, Amazon developed a CRM strategy that takes into consideration every possible interaction that the company has with its customers—from the user interface of the Amazon website to customer service interactions to data mining used for targeted marketing emails. Through this emphasis on CRM, Amazon has managed to create one of the most customer-friendly experiences you will find in the e-commerce sphere—and the results of these efforts are obvious. In 2020 alone, Amazon was able to boast a staggering $386 billion in revenue.

Case Study #4: The American Egg Board Boosts Organic Traffic Through SEO

Case study #5: revecent increases conversion rate with holistic ppc campaign optimization.

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22 Content Marketing Examples to Inspire You

Leigh McKenzie

Written by Leigh McKenzie

Content Marketing Examples – Blog post image

We reviewed dozens of content marketing examples in different formats and from multiple channels. And handpicked the 22 most inspiring examples to share here with you.

Take a look at what was launched, what worked, and what you can borrow from each example to create winning content marketing campaigns of your own.

Innovative Blog Posts

Your blog isn’t just a play for search engine optimization (SEO) .

Posts can be written to communicate your industry expertise. Build thought leadership. Or create link-worthy content.

Here are a few innovative content marketing examples for your blog:

1. Backlinko’s Skyscraper Technique 2.0

Backlinko’s founder, Brian Dean, wrote the “ Skyscraper Technique 2.0 ” blog. A sequel to his original piece introducing the skyscraper technique .

The blog previews the new landscape in which backlinks aren’t enough to win at SEO.

Brian shares his insights on creating and optimizing pages based on user intent. Referencing case studies from his own blog posts.

Skyscraper Technique 2.0

The “Skyscraper Technique 2.0” blog post was shared over 1,600 times and gained over 600 backlinks.

Here’s why:

Readers get a hands-on understanding of the Skyscraper 2.0 method with three clear steps for using it.

Each step is illustrated with multiple examples to contextualize the recommendation. Instead of simply sharing a tip, Brian shows exactly how he implemented it in his work.

Like here, he tells readers to “change the format” of a piece of content. And he uses a screenshot to visualize how he acted on this advice—changing a step-by-step case study into one with checklists.

This example makes the concept easy to understand and execute.

Change of format

Do It Your Way

Choose blog topics that are directly aligned with your expertise. Then, create blog posts on those topics using real-life examples of your work. This makes the content actionable for readers.

Further reading: Learn how to find trending topics in your industry using Google Trends

2. Buffer’s Open Salary System

Buffer is a social media management tool with a distributed, remote team. The company’s founder and CEO, Joel Gascoigne, introduced one of their most innovative policies in this Open Salary System blog .

Buffer – Salary System

In the post, Gascoigne shares his ideas and beliefs about the policy. He reveals to readers how the open salary system emerged, evolved, and currently works.

He talks about how the team ran several experiments to calculate salaries based on the cost of living for every location. The post refers to this concept as “the Good Life Curve.”

Salary System – Good Life Curve

The piece doesn’t read like your usual blog post.

Rather, it’s an exhaustive essay that walks the reader through every logistical detail of the policy. And, in doing so, gives them a peek into Buffer’s brand values and compensation principles.

This is a great example of thought leadership content.

Replicate this idea by creating blog posts like these that share perspectives from your company founders or senior leadership. This can build more credibility for your brand. And help establish your company’s long-term strategic differentiators.

3. Hotjar’s AI vs. Human Writer Experiment

Hotjar is a behavior analytics tool that’s used to capture data around user behavior with heatmaps, session recordings, and surveys.

The team designed an experiment that would compare a human writer against ChatGPT. They published a blog titled “ Woman vs. machine ” with links to two competing pieces—one written by a human writer and one by ChatGPT.

The blog sets the stage for the experiment. It evaluates the substance of the competing pieces across categories like outline, time, cost, tone, and more, to present a comparative analysis. But it doesn’t quite declare a winner.

Instead, it lays out performance metrics that the team planned to track for six months before declaring a final winner in the competition.

HotJar – AI vs human

This blog went live at the height of the AI versus human writers debate. So, it gained good momentum right from the get-go.

And then Tawni Sattler, Hotjar’s former Content Marketing Lead, posted about it on LinkedIn.

Her post blew up with over 700 reactions, nearly 100 comments, and 18 reposts.

LinkedIn – Tawni Sattler – AI vs humans

Another (likely calculated) benefit to the exposure? The follow-up blog discussing the experiment’s results shows a few of Hotjar’s features in action—like Feedback and Scroll Maps. So it drives product awareness as well.

HotJar – Reader sentiment

This campaign is a great example of opportunistic content creation. You can create content around a topic that people are already interested in. And by joining in the conversation, you stand a chance of capitalizing on its existing momentum.

To start, identify popular or even controversial topics in your industry. And write a blog post with an intriguing angle to capture this existing interest in the topic.

Bonus, you can show your product in the content to build awareness around your use cases.

Further reading: 12 Content Marketing Trends That Will Continue in 2024

4. Olipop’s Guide to Recycling

Olipop is a soft drink company that makes sodas with plant fiber and prebiotics.

Olipop’s website has a dedicated “Learn” section where visitors can explore the brand’s origin story, read blog posts, find ingredient details, and more.

Olipop – Learn

The brand publishes blogs around its core values, like sustainability, diversity, and nutritional health.

This guide to recycling targets one of Olipop’s ideal customers: The eco-conscious buyer who makes mindful choices for the environment. Published during Earth Month, the post shares insights on the importance of recycling and quick tips to recycle items.

Olipop – How to recycle

The brand also highlights its approach to sustainability and recycling.

It’s a great example of an ecommerce brand creating content that strengthens its positioning and earns buyers’ trust.

Olipop – Recycling approach

Your company blog can be a gateway to your brand’s core identity. Give your audience an insider’s view of your business goals, values, and initiatives while educating readers on relevant topics.

You can first chalk out themes and ideas that matter to your buyers. Then, create insight-packed blogs to share actionable tips, customer stories, and your brand’s initiatives.

Viral Video Campaigns

An impressive 89% of people want to see more videos from brands.

If that statistic alone is not enough motivation to create videos, here are two examples of viral video campaigns that captured a lot of positive attention.

They show how videos can engage and delight audiences across different industries.

5. Reddit’s IPO Video

Reddit posted a video on the day of its public launch. It went viral for all the right reasons.

This 90-second video features Reddit’s mascot, Snoo. In it, several people on the Reddit team talk about what it’s like working with Snoo. And the video ends with Snoo ringing the bell at the NY Stock Exchange building.

This video is quirky and hilarious. It reflects Reddit’s personality as a social brand.

LinkedIn – Reddit – IPO video

The video is unlike what most companies would post for a major milestone like an IPO. Reddit uses humor to appear more relatable.

And it paid off!

The video received close to 2,000 reactions and over 100 reposts on LinkedIn. It also got over 39,000 views on X. The results demonstrate the power of a well-crafted video with a unique approach.

What sets Reddit’s IPO video apart is its uniquely authentic tone. This example shows that it’s okay to not play by the rules if you want to stay true to your brand personality.

Focus more on what resonates with your audience. Creating relatable content with relevance to your niche can pay off even when you’re making major announcements.

6. Hyro’s Funding Announcement

Hyro, a conversational AI company, announced its $20 million Series B funding with a hilarious video campaign .

The video playfully personifies ChatGPT and Hyro as assistants talking to a user. It perfectly exemplifies how an adaptive conversational AI platform like Hyro is different from intent-based chatbots and LLMs like ChatGPT.

LinkedIn – Hyro – Funding video

Ziv Gidron, the company’s Head of Content, explains their approach to creating such an enjoyable video for a major announcement:

case study related to content marketing

“As a veteran conversational AI company in the wake of ChatGPT’s 2023 boom, we decided to ride the hype wave rather than drown in it by pointing out what makes us different—and in the context of heavily regulated industries such as healthcare, better and safer.”

This video garnered 15,000 impressions, 10,000 views, 308 clicks, 162 reactions, and a strong 5% engagement rate.

Hyro – Video comments

The Content Head shared that, in creating this video, the team found inspiration from Apple’s Mac versus PC ads.

The lesson? Find something iconic from the past and put your own creative spin on it.

But remember to work with a bigger picture in mind. A new spin on an old favorite is much more exciting than creating a copy-paste version of an old trend.

Creative Social Media Posts

Social media channels are a space where you can instantly connect with your users. Even turn them into raving fans.

Here are three amazing content marketing examples of success on socials.

7. tl;dv’s Instagram

tl;dv is an AI assistant that records, transcribes, and summarizes meetings.

The brand’s social media team includes a couple of video creators. They’re known for making short sketches enacting real-life scenarios in a SaaS company.

Their goal?

Entertain the audience > promote the product.

For example, they created an Instagram reel sharing a funny conversation about a product feature between a sales rep, customer success manager, and prospect.

Instagram – tl;dv

tl;dv’s content is comical, relatable, and worth sharing.

Ian Evans, one of the creators in tl;dv’s social team, summarizes their social media strategy in one line:

case study related to content marketing

“Instead of telling people about our product, we’re commiserating with the people who could use our product.”

He also explains why creating good content matters more than self-promotional content: You have to show people you understand their struggles, joys, and frustrations. Like a best friend. So, they like hanging out with you.

LinkedIn – Ian Evans post

Most people use platforms like TikTok and Instagram for leisure. They likely don’t want to learn how your product works or what services you can deliver.

So, instead of talking just about your brand, build an audience on these channels by creating content that speaks to your users and makes them feel seen.

8. Headspace’s Instagram

Headspace is a mindfulness app designed to improve mental wellbeing. The brand’s social media strategy is rooted in its mission to empower people and improve their mental health.

On Instagram, the brand uses vibrant illustrations and reels to share uplifting messages, like you see in this grid.

Instagram – Headspace

You’ll find a mix of different kinds of content on Headspace’s Instagram:

  • Brief meditation activities
  • Expert advice on critical subjects
  • Breathing exercise reels (with millions of views)

Instagram – Headspace video

Headspace’s example shows what you can achieve when you focus on helping your audience with genuinely meaningful advice. It also offers great inspiration for creating impactful visuals.

If you want to build a design-first social media strategy, jump to Headspace’s Instagram for some inspiration.

9. HubSpot’s LinkedIn

HubSpot is a one-stop platform with tools and resources for marketing, sales, and customer service.

The brand offers another case study in which marketing content uses humor to delight an audience. And keep them coming back for more.

The team leans heavily on memes, one-liners, and hilarious posts on a supposedly serious platform like LinkedIn.

Each post gets hundreds of likes. HubSpot often goes viral on the platform.

HubSpot – LinkedIn posts

Chi Thukral, the Team Lead on HubSpot’s social team, changed the way the brand approached social media. In a podcast with Jordan Scheltgen , Thukral mentioned:

case study related to content marketing

“Before I was hired, memes didn’t exist on HubSpot’s page at all. Never something they dabbled in. I joined when the Barbie movie came out. So, I pushed for the leadership to try a Barbie meme just to test it out. And that post went viral in a way that the brand had never seen before.”

LinkedIn – HubSpot – Barbie meme

HubSpot’s LinkedIn activity is proof that memes can work well for content marketing campaigns. Especially when you know your audience well enough to predict what will tickle their funny bone.

Don’t be afraid to include comical and witty content in your social media strategy. Use humor to give your audience a good laugh and stay top of mind.

To create relatable content, test what works best for your users—memes, one-liners, pop-culture references, and more.

Interactive Content Assets

Interactive content can capture people’s attention much faster than static posts can. These assets often engage users better for longer. And have a higher chance of getting shared.

Check out these interactive content marketing examples before you create one for your brand.

10. Anecdote’s AI Candle Generator

Anecdote Candles sells unique fragrances by crowdsourcing new ideas. In the same spirit, the brand created an AI candle generator to design custom candles based on people’s favorite memories and moods.

Anecdote Candles – AI Generator

This tool asks for a simple input—describe a moment. The user can keep it short or make it as detailed as they want.

AI Generator input

When they hit generate, the tool creates a new candle name and copy around the users’ response to the prompt.

Users can hit Shuffle to get multiple options and choose their favorite one.

AI Generator result

Then, they customize different details to create their own candle. And place an order.

The AI candle generator gives shoppers an immersive experience, building a candle on their own from start to finish.

Anecdote Candles – Customizer

Anecdote’s candle generator involves the buyer in the production process and gives them complete control over the end product.

You can pull off something similar to get creative ideas directly from your audience. Give them an interactive tool to share their memories, photos, or other details. Convert these inputs into a customized output for each user—like a badge, a title, or even a product to buy.

11. Slite’s Time-Saving Calculator

Slite, a knowledge base platform, has a time saving calculator .

To highlight how much time and money teams could save by making knowledge easily accessible to everyone. Visitors can use the sliding scale on the digital calculator to define the number of people on their team and their average monthly salary.

Then, this tool will determine how much time and money that prospective customers could save by documenting knowledge in one place.

Slite – Time saving calculator

Not just that, the calculator also suggests a fun activity specifically based on the number of hours and money it could save. Like how many pancakes the person can make. Or how many hours they could be meditating.

It’s an imaginative way of nudging people to save time. With Slite.

Time saving calculator – Results

If your product/service has a direct, quantifiable benefit for users, use interactive content to help them realize the possibilities.

Choose any content format that works best in your context. Like a quiz, calculator, poll, games, and more.

12. Coffee Bros’s Coffee-to-Water Ratio Calculator

Coffee Bros sells a wide variety of fresh-roasted coffee. The team created a coffee-to-water ratio calculator .

Why? To help anyone brew the right balance of coffee and water.

The calculator includes seven steps where users can choose any of the available options, like their brewing method, drink size, and roast level.

Coffeebros – Coffee to Water Ratio Calculator

Based on the inputs, the calculator suggests the ideal brewing time and creates a recipe table.

It’s a quick and convenient tool for coffee enthusiasts to try different types of coffee with the right recipe.

Coffee to Water Ratio Calculator – Steps

Coffee Bros targeted a fairly common pain point among their audience: How to make the perfect brew. They created an interactive tool to solve this problem and gently nudge people to explore their products.

To create something similar, identify a few problem statements where you can quickly offer a customized solution. Then, build an interactive tool—like a quiz, calculator, or something else—to understand the exact problem and share a few ways to solve it.

13. Figma’s Cost Comparison Calculator

Figma created a cost-comparison calculator to help buyers make informed decisions.

Enter information about your team size and the expected duration of your contract with a solution provider. Then, you see what each of Figma’s most popular competitors would cost you. Alongside Figma’s price.

Figma – Cost comparison calculator

The calculator gives an honest price estimation. And you can see a list of features you get if you choose Figma.

Figma – Cost comparison

Cost is one of the biggest factors among buyers. You can make a strong case for your brand with a cost calculator like this.

Show buyers exactly how much they’ll pay to use your product vs competing products. And what features they’ll get for their investment in your solution.

14. Miro’s “Look Back” Board

Miro’s ”look back” board recaps all the features the team rolled out in 2023. Across several different categories.

Each section of this board is beautifully designed with a combination of visual and textual content. And focuses on a specific part of the product, like Content & Data Visualization, Workshops & Async Collaboration, and more.

Miro – Look back board

You can zoom in to see different updates in each section.

Besides screenshots, GIFs, and text blocks, these sections also include “Talktracks.” In them, members of the Miro team walk users through different updates in said section.

You can click on any of the sections in the intro segment, and the board will take you directly to that part. For example, if you want to learn more about Miro’s AI features, you can click on the artificial intelligence box in blue.

Miro board – Talktracks

Miro presents the perfect example of using your product to interact with your audience. Especially if you have a communication-centric product.

Create a virtual playground for users to choose their own adventure and interact with different elements.

You need a big-picture idea of an explorable space you want to create—like a workspace, an arcade, a carnival (like Miro’s). Then, place your content assets in different parts of that explorable space with clear instructions to interact.

High-Impact Case Studies

Case studies play a crucial role in the buyer journey. That’s why 36% of marketers consider them to be the best-performing content type.

These case study examples will give you a new way to share customer stories.

15. Gong’s First-Person Case Study

Gong, a revenue intelligence tool, created this first-person case study .

Unlike most case studies, which are authored by the business touting its solution, this one is written by Kieran Smith, the point-of-contact from the client’s team. In a first-person POV.

It opens with the story of all the roles he worked in before he finally landed at Andela (the client company showcased in the piece).

Gong – Case study – Andela

This case study deviates from the standard structure of problem-solution-impact.

Instead, it reads as his personal story. He shares all the changes he introduced to enhance reps’ knowledge and shorten the sales cycle. And one common element in all this progress was (you guessed it) Gong.

Gong – Andela details

This example shows you don’t have to follow the same old playbook when creating case studies.

Instead, focus on involving customers in the process of creating a case study. And whenever there’s a chance, write it from their perspective.

Even if you follow a more traditional case study format, take inspiration from this example by including personal details about your customers or your team to draw readers in.

16. Huckberry’s Everyday Carry Dump Videos

Huckberry is a men’s fashion brand known for its adventure gear.

The brand has a creative way of documenting customer stories through YouTube videos.

Huckberry has a YouTube playlist called “ Everyday Carry Dump ”. It’s a collection of over 30 videos where customers share their experiences of using different Huckberry bags.

YouTube – Huckberry playlist

Each video also focuses on a specific use case, like:

  • Camping trip
  • Biking essentials
  • Cooking on the road
  • Art and design needs

These videos capture customer stories while showcasing different products in action.

YouTube – Huckberry videos

For example, this video shows how a serial entrepreneur packs his Huckberry backpack with all his productivity needs.

Huckberry offers the perfect example of how you can share customer stories through engaging videos. These videos target several personas and offer some good inspiration for people looking to buy a Huckberry backpack.

You can invite customers to your studio and create similar videos. Or encourage/incentivize happy customers to share their experiences with your products on social media. Then, repurpose that user-generated content on your own social media, on landing pages, and to run as ads.

17. Mutiny’s Customer Playbooks

Mutiny is a website-personalization tool for companies to run targeted, revenue-generating campaigns.

The team used a unique concept to turn customer success stories into start-to-finish playbooks. They look like this:

Mutiny – Playbooks

Each playbook includes a problem statement, a hypothesis, and a step-by-step solution.

The solution section of each playbook lists all the steps and tactics the client followed to tackle the big challenge. This image illustrates how each page highlights the hypothesis with a remark from the client. Then, it starts outlining all the steps in the solution section.

Mutiny – Playbook steps

Stewart Hillhouse, the Head of Content at Mutiny, explains the team’s primary goal for creating these playbooks:

case study related to content marketing

“Traditional case studies aren’t useful for the reader. That’s why we wanted to create playbooks that showcase how a customer could drive a meaningful impact for their company, while also giving the reader tactics and frameworks they could apply to their work (with or without Mutiny).”

He also mentions that the playbooks are the most popular content on their website. He says they have doubled their site’s conversion rate.

You can share customer stories to build social proof. And give potential customers a blueprint of how to be successful with your product.

Give buyers a framework to replicate at their organization with these customer stories. You can also synthesize these stories in visual, shorthand, or playful formats. Think: Creating a comic strip out of a case study for sharing on social media.

Interesting Infographics

Infographics are perfect for leisure reading. They’re ultra-consumable while scrolling through social media or checking all unread emails.

They offer helpful insights without overwhelming readers with too much information.

Here are a few creative examples of infographics you can draw inspiration from:

18. Postmark’s Comics

Postmark, an email delivery app, created a series of comics called Postmark Express . They explain the more technical industry terms. Like “dunning.”

A comic called “Dun Dun Dunning” shares the story of a superhero owl (Dunning) and a villain skunk (Churn). It shares a short story around these characters in the classic comic strip format with funky visuals and crisp dialogs.

Postmark – Dun Dun Dunning

It’s playful, intriguing, and unlike anything you’d expect to see when you look up “dunning emails.”

Dr. Fio Dosetto, the creator of Postmark Express and the former Head of Brand at Postmark, shares how the team introduced “sparking joy” as one of the main KPIs for this campaign.

Several people found the idea of the comics and this KPI interesting.

LinkedIn – Fio Dosetto – Comments

Comics are one of the less common content marketing examples.

They work best when you explain complex concepts with intriguing stories. And relatable characters.

19. Teal’s Job Search Cheat Sheet

Teal is a career growth platform. They created an A-to-Z cheat sheet with their best tips for people to find their next role.

It uses the bento design style to cover multiple aspects of job search. Like networking, interviews, upskilling, job applications, and more.

This design style organizes the information in an easily scannable structure. Readers can find the most crucial tips for networking and interview highlights in colored boxes.

Teal – Job Cheat Sheet

Infographics like these work well on social media platforms. When users don’t want to spend a lot of time reading big blocks of text.

You can create similar cheat sheets to help users crack the code for any particular subject. Remember to avoid cramming too much into one image. Make the information quickly scannable and easy to read.

Value-Packed Email Campaigns

Never underestimate the power of email marketing. It’s your space to nurture a long-term relationship with your audience.

Let’s look at these two great examples to level up your email marketing strategy:

20. Coda’s The Docket

Coda is a writing and documentation tool with a monthly newsletter called “The Docket.”

This is a good email marketing example to draw inspiration from because it comes with:

  • Recommendations for good reading resources
  • Five most-viewed docs created by Coda users
  • Relevant templates for the target audience

Coda – The Docket

Instead of spamming them with higher-volume, lower-value emails, Coda uses this monthly newsletter to deliver value to its users and reinforce itself as a trusted resource.

This newsletter also features user-generated content in one section. It curates some of the most popular docs created by Coda users.

Coda newsletter – Trends

You have the opportunity to be super creative with one-off email marketing campaigns. Those are great for deals and discounts.

But when it’s about relationship-building emails, you need something more value-driven like Coda.

21. Dohful’s Sunday Letters

Dohful is an artisanal cookie brand that relies heavily on email marketing to stay top of mind and drive sales.

Arushi Sachdeva founded Dohful. She sends out a weekly newsletter called The Sunday Letter . In it, she shares personal stories and company news.

In one of the editions, Sachdeva shared why she started Sunday Letters and how readers enjoyed these emails.

Dohful – Sunday Newsletter

For readers, the emails feel like a no-filter conversation.

Sachdeva gives a peek into everything about the business—launching new products, making key decisions, talking about mistakes, and more.

Like in one email, she discusses how their new flavor launch tanked, and they had to discontinue it.

Dohful – Cookie newsletter

Dohful’s newsletters are a wonderful example for small businesses to build meaningful relationships with their audience.

You can create newsletters showing some behind-the-scenes snippets from your business. Instead of simply selling them something, share your stories to make them feel more connected to your brand.

22. Podia’s Topical Email

This email by Podia is an awesome example of how brands can use trendjacking to resonate more with their audience.

In this case, the team jumped on the Taylor Swift—Travis Kelce hype train. In an email about Podia’s website builder, of all things.

The email shows the actual websites created for Taylor and Travis with Podia. And talks about the ease of using Podia’s website builder with multiple customization options to add embeds, adjust colors, spacing, and a lot more.

Podia – Newsletter

And the subject line—Do Taylor Swift and Travis Kelce have blogs on Podia?—is intriguing enough to drive opens.

When done right, trendjacking content can create a memorable experience for your audience.

Identify trends that would interest your target audience. Then, create a message that couples that trending content with information centered around their needs or pain points to truly capture their attention.

Over to You: Start Planning Your Next Big Campaign

That’s a wrap on our favorite content marketing examples. May they get your creative juices running the next time you’re looking for big ideas.

The success of any content campaign boils down to how well you know your audience. So, start by building user personas for each channel if you haven’t already done so. Then, brainstorm new content ideas.

Check out our Digital Content Strategy Template to document your research.

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The Campaigns Successfully Marketing to Millennials and Gen Z

By Joanna Fragopoulos     May 24, 2024    

Advertisers have long been invested in marketing to younger audiences; gen Z and millennials are no exception. For many companies, finding ways to engage with these two generations has become integral to their campaigns. Below are successful case studies that illustrate companies authentically connecting with gen Z and millennials through experiences, product launches, and content.

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case study related to content marketing

16 Important Ways to Use Case Studies in Your Marketing

Siobhán McGinty

Updated: September 08, 2020

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When you're thinking about investing in a product or service, what's the first thing you do?

hand and notepad presenting case studies in marketing

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.

Download Now: 3 Free Case Study Templates

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.

a graph that shows results from the question "what are the primary forms of media used within your content strategy?" with videos being the highest at 19%, followed by blogs, ebooks, infographics, and case studies. White papers, checklists, interviews, and "other" trail behind.

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. 

example of a case study template in Microsoft Word with graphs and sections for "how product helped" and "results"

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.

think with google case study outlining sections for 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.

customer testimonials on theresumator homepage

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.

comparison of a and b versions of a split test that tested case studies as a landing page element

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.

workday's use of testimonial in the top left corner of a product page

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.

Mars Discover District tweets showing their promotion of case studies

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:

signature of hubspot employee that features a case study link at the bottom of the email signature

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 .

hubspot slideshare on "how to grow with inbound marketing" that is an in-depth case study

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.

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Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

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