case study marketing introduction

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

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.

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.

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.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

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Types of Case Studies in Marketing

• 1. UNIQLO's "Uncover"
• 2. Airbnb's "Made Possible by Hosts"
• 3. Canva's "What Will You Design Today?"
• 4. Dove's Influencer Community
• 5. Tuft & Needle's Personalization
• 6. Dollar Shave Club's Viral Videos
• 7. Nike's "Dream Crazy"
• 8. Aerie's "Aerie Real"
• 9. Apple's "Shot on iPhone"
• 10.Baby Planet's Careful Partner Curation

11. Dunkin Donuts

12. roomify, 13. rxbar, spotify, and ice-t.

• 14. NIVEA's "Men DEEP"

16. LOCALIQ

We can all learn something from the successes of others and in this blog, you'll find 16 examples of famous campaigns that together cover all the different marketing approaches available to companies.

From a mobile marketing campaign that turned RxBAR from startup to multi-million dollar business in under five years, to GumGum's bespoke comic book for an account-based marketing target whose CEO is obsessed with Batman, each case study reveals the tactics that work best for specific goals, audiences, and platforms. 

Whether you're a B2B marketer, SEO strategist, or looking to enter another international market, these case studies offer practical lessons to help you optimize your own marketing efforts, no matter your industry.  

Marketing is an ever-evolving field of intersecting digital channels , and using them to achieve business goals requires almost as many strategies.

Each one requires a unique approach, tools, and tactics if brands are to engage their target audiences and drive results.

Below is a list of all the different types of case studies available to marketers, with definitions. Click on each, and you'll jump down to the best example we know of the approach in action:

• Digital Marketing : Exploring the integration of online channels to achieve overarching goals.
• Social Media Marketing : Engaging audiences on platforms like Instagram and Facebook to build brand awareness.
• B2B Marketing : Focusing on relationship-building and targeted outreach to other businesses.
• Influencer Marketing : Leveraging popular personalities to create authentic connections with consumers.
• Email Marketing : Utilizing personalized communication to nurture leads and retain customers.
• YouTube Marketing : Creating compelling video content to engage potential customers and drive engagement.
• Video Marketing : Using video content across various platforms to enhance engagement and brand visibility.
• eCommerce Marketing : Driving traffic and increasing sales for online retailers through targeted strategies.
• Integrated Marketing Campaigns : Unifying messaging across digital and traditional channels for a cohesive brand experience.
• Affiliate Marketing : Partnering with affiliates to boost traffic and sales through performance-based marketing.
• International Marketing : Navigating global markets with tailored strategies to reach diverse audiences.
• Amazon Marketing Strategy : Optimizing listings and leveraging tools within Amazon’s marketplace for increased sales.
• Mobile Marketing : Engaging customers through mobile devices for maximum interaction and reach.
• E-Sport Marketing : Tapping into competitive gaming to connect with a passionate audience.
• Account-Based Marketing : Focusing on high-value accounts to drive tailored marketing efforts.
• Search Engine Marketing : Utilizing paid advertising on search engines to enhance visibility and generate leads.

Each of these case studies provides valuable insights into the effectiveness of specific marketing strategies and serves as a guide for businesses looking to optimize their marketing efforts.  

1. UNIQLO's "Uncover"

→ digital marketing case study, about the company.

UNIQLO is a Japanese clothing brand with over 1,000 stores worldwide. The company is known for their LifeWear philosophy, which aims to provide high-quality, affordable everyday clothing.

Strategy and Execution

UNIQLO launched a creative campaign called "Uncover", which featured digital billboards in 100 locations across Australia, as well as online. They displayed rapidly changing images that revealed a unique product code invisible to the naked eye.

These billboards, placed in high-traffic areas, showcased visuals at 20-30 frames per second, prompting consumers to capture the code by photographing the display.

Participants uploaded the five-digit code on the campaign site to claim a sample from the HEATTECH clothing range. The site guided them through the benefits of each product and led them to a winning page where they could receive a sample T-shirt or discount voucher.

The experience was designed to be easily shareable on social media, encouraging users to involve their friends through related YouTube and Facebook videos.  

Campaign Success → Marketing Numbers

The campaign achieved impressive results, with online videos garnering 1.3 million views and over 25,000 new subscribers to UNIQLO's newsletters. Overall, the initiative reached more than four million people, resulting in 35,000 new customers.

The campaign's success makes it a great digital marketing case study that businesses can emulate.  

2. Airbnb's "Made Possible by Hosts"

→ social media marketing case study.

Airbnb is a popular online marketplace for short and long-term rentals, connecting travelers with accommodation. Founded in 2008, they have since become a household name in travel and lodging.

In February 2021, Airbnb launched the "Made Possible by Hosts" campaign to strengthen its community of hosts and highlight the positive impact they create by welcoming travelers into their homes.

This initiative marked Airbnb's first investment in TV advertising in five years, underscoring the brand's commitment to host appreciation.

The campaign employed a mix of promotional channels, including primetime television, to reach a diverse audience. By emphasizing the invaluable contributions of hosts, Airbnb not only expressed gratitude but also reinforced its dedication to building a vibrant community.  

Airbnb’s campaign garnered 17 million views across social media platforms, effectively showcasing the positive impact of Airbnb’s host community. Additionally, this marked Airbnb’s reentry into TV advertising, expanding reach and visibility across multiple channels.

The campaign serves as an exemplary social media marketing case study, highlighting how appreciation can foster brand loyalty among travelers and hosts alike.

Learn Four Ways Social Media Can Benefit Your Business

3. Canva's "What Will You Design Today?"

→ b2b marketing case study.

Canva is a design platform that people can use to create a wide array of visual content, and it's become the go-to tool for online design and publishing since it arrived on the scene in 2013.

The “What Will You Design Today?” campaign aimed to showcase Canva's versatility and intuitive interface, inspiring users to unleash their creativity.

Leveraging user-generated content, the campaign highlighted Canva's broad design capabilities - from social media graphics and presentations to marketing materials - underscoring its appeal for both personal and professional use.

With a blend of social media, email marketing, and video content, Canva reached a diverse audience, motivating users to explore what they could design.

This strategy emphasized Canva's mission of making design accessible and fostered a community of creators inspired by each other’s work.  

The 2022 “What Will You Design Today?” campaign marked Canva’s first B2B initiative, achieving impressive results with 98 million hits.

This reach showcased Canva's relevance to business users and positioned it as an essential tool for companies looking to equip their teams with simple, powerful design capabilities.

The campaign’s success makes it a standout B2B marketing case study, exemplifying how Canva has expanded its impact within the business sector.  

4. Dove's Influencer Community

→ influencer marketing case study.

Dove is a provider of body, hair, and skincare products, and operates in over 150 countries. They're commited to promoting real beauty standards and fostering self-esteem among people from all background.

Dove aimed to foster inclusivity and redefine beauty standards through impactful campaigns like #PassTheCrown, #DetoxYourFeed, and #TurnYourBack.

The brand harnessed the voices of micro-influencers to spark authentic discussions around self-esteem and representation, showing that relatable, smaller influencers can drive meaningful engagement.

For example, Baby Dove’s #OneRealPressure encouraged new mothers to share genuine postpartum stories, while #TurnYourBack, featuring Gabrielle Union, challenged toxic beauty ideals, building a supportive community aligned with Dove’s mission.  

In 2022, Dove's influencer campaigns generated over 1 billion impressions and saw a 20% rise in social media engagement.

The #TurnYourBack campaign alone gained 54 million video views and 567,000 engagements, with extensive media coverage in Women’s Health, WWD, and PopSugar.

By effectively leveraging micro-influencers, Dove’s initiatives became an inspiring influencer marketing case study, earning accolades like a Shorty Award and the Media Grand Prix at Cannes Lions 2023.

Learn More About Influencer Marketing

5. Tuft & Needle's Personalization

→ email marketing case study.

Tuft & Needle , an innovative American mattress-in-a-box company founded in 2012, has since gained recognition for their direct-to-consumer approach and high-quality sleep products.

Tuft & Needle’s email marketing centers on personalization, using customer data to create content that directly aligns with individual interests and needs.

Their approach to cart abandonment emails - a key eCommerce KPI - is lighthearted and engaging, featuring fun illustrations and friendly copy that gently prompts users back to their site without being pushy.

Transparent messaging combined with subtle calls to action creates a welcoming feel, encouraging customers to re-engage naturally.  

This personalized, customer-focused strategy has driven a 181% revenue increase from email marketing, solidifying Tuft & Needle’s campaigns as a compelling email marketing case study for brands seeking to convert interest into sales effectively.

Learn About Email Automation

6. Dollar Shave Club's Viral Videos

→ youtube marketing case study.

Dollar Shave Club , founded in California in 2011, provides affordable razors and a range of men's grooming products through a convenient direct-to-consumer subscription model.

Dollar Shave Club’s viral debut, “Our Blades Are F****ing Great,” brilliantly used humor and simplicity to cut through the noise of traditional razor advertising.

Released in 2012, the video starred founder Michael Dubin, whose deadpan delivery highlighted the absurdity of overpriced, feature-heavy razors.

With straightforward humor, the ad redefined the category’s messaging, positioning Dollar Shave Club as an affordable alternative without the excess.  

The video’s relatable approach quickly gained traction, reaching nearly 28 million views by 2022, driving unprecedented brand awareness and culminating in Unilever’s $1 billion acquisition of Dollar Shave Club in 2016.

This YouTube marketing case study exemplifies how a clever message and authentic voice can build a brand that redefines an industry.

7. Nike's "Dream Crazy"

→ video marketing case study.

Nike , a leading American corporation specializing in athletic footwear, apparel, and sports equipment, stands as the world’s largest supplier of athletic shoes and related products.

Nike’s 2018 “Dream Crazy” campaign, led by Colin Kaepernick, redefined brand advertising by focusing on social justice and resilience over product promotion.

The campaign urged viewers to pursue their dreams despite challenges, portraying Nike as a supporter of trailblazers and advocates for social change.

Featuring iconic athletes like Serena Williams and LeBron James, “Dream Crazy” highlighted individuals who overcame barriers, with Kaepernick’s message underscoring the idea to “believe in something, even if it means sacrificing everything,” which drew widespread attention and polarized public response.  

The ad’s daring stance generated over 80 million views in its initial days, boosted Nike’s online sales by 31%, and earned multiple awards, including an Emmy.

This powerful video marketing case study demonstrates how purpose-driven campaigns can resonate deeply, fostering brand loyalty and appealing to socially aware audiences.

Learn More About Video Marketing

8. Aerie's "Aerie Real"

→ e-commerce marketing case study.

Aerie , a popular women’s lifestyle brand under the umbrella of American Eagle Outfitters, offers a diverse range of intimate apparel, activewear, loungewear, and other fashionable essentials for women.

Launched in 2014, Aerie’s “Aerie Real” campaign challenged fashion industry norms by eliminating retouching in its ads, choosing instead to celebrate natural beauty and diverse body types.

Featuring models of various shapes, sizes, and ethnicities, Aerie built a body-positive brand image that emphasizes self-confidence and inclusivity.

This approach resonated with young women, positioning Aerie as a brand that values authenticity and empowers its audience, while setting a new benchmark for transparency in fashion marketing.  

“Aerie Real” quickly gained traction, resulting in a 20% sales increase within its first year and continued growth since.

The campaign’s message received extensive media coverage and high engagement on social media, helping to solidify Aerie’s brand loyalty and foster a community around body positivity.

This eCommerce marketing case study shows that prioritizing authenticity and aligning with consumer values can drive substantial sales and brand growth over time.

9. Apple's "Shot on iPhone"

→ integrated marketing case study.

Apple , a global leader in consumer electronics, is widely renowned for designing and manufacturing innovative products like the iPhone, Mac, iPad, and Apple Watch that enhance everyday life.

Apple’s 2015 “Shot on iPhone” campaign highlighted the iPhone’s photography capabilities by featuring real photos and videos taken by users.

This user-generated content strategy invited customers to share their work with the hashtag #ShotoniPhone, creating a wave of engaging content. Apple combined social media with traditional ads, displaying striking visuals across billboards, print ads, and TV spots.

By featuring authentic perspectives from diverse users, Apple reinforced the iPhone’s role as a tool for creativity and self-expression.  

The “Shot on iPhone” campaign generated over 1.8 million Instagram posts and extensive social media buzz, contributing to a 50% boost in iPhone sales shortly after its launch.

Winning multiple awards for its innovative approach, the campaign built brand loyalty and created a strong community of users inspired to share their unique stories - solidifying it as an exemplary integrated marketing campaign case study.

10.Baby Planet's Careful Partner Curation

→ affiliate marketing case study.

Baby Planet is one of the largest independent nursery retailers in the UK. The company has four physical stores, and a successful eCommerce site from which they sell a wide range of nursery products. 

Baby Planet hired Glass Digital to manage their affiliate marketing strategy, which centered around offering attractive discounts through carefully selected partners, including healthcare, discount, and charity affiliates.

Community sites like hotukdeals played a significant role, as Baby Planet strategically undercut competitors, generating significant upvotes from users eager for the best deals.

This approach effectively drove conversions despite the high standards set by the community. Glass Digital also partnered with health-focused affiliates like Blue Light Card, which serves healthcare and emergency workers, allowing Baby Planet to support a cause they value while maintaining healthy margins.  

In 2022, the campaign achieved remarkable results, including a 52.3% increase in traffic, an ROI of 1,029%, and a conversion rate of 4.82%.

Notably, Baby Planet maintained these strong results post-pandemic, a time when many in eCommerce struggled, showcasing the effectiveness of this affiliate marketing case study and targeted affiliate marketing strategy.

Learn More About Affiliate Marketing

→ International Marketing Case Study

Dunkin’ Donuts , globally recognized for their coffee and baked goods, offers a variety of donuts, beverages, and breakfast items at 12,900 locations in 42 countries around the world.

Dunkin’ Donuts takes a localized approach to marketing, adapting its menu to suit regional tastes and cultural preferences across different countries.

Understanding that consumer preferences vary widely, Dunkin’ customizes offerings by region - introducing matcha-flavored donuts and sakura beverages in Japan, for example, and spicy items like the Masala Dosa wrap in India.

This approach fosters customer loyalty and demonstrates Dunkin’s respect for local cultures. Through targeted advertising and partnerships with local influencers, Dunkin’ effectively engages consumers, positioning itself as a brand attuned to each market.  

Dunkin’s international menu strategy has driven success, achieving a 7% increase in international sales and contributing to its expansion to over 12,000 global locations.

Localized campaigns have also amplified social media engagement, bolstering Dunkin’s brand recognition and solidifying its success as an international marketing case study.

→ Amazon Marketing Strategy Case Study

Roomify simplifies dorm room decorating with affordable and stylish essentials. The company offers a range of products from comforters to wall decor and lighting and is known for the quality of its design.

Roomify addressed the need for affordable, stylish furnishings among college students and young adults by establishing a strong Amazon presence.

Competing with larger brands aimed at Millennials and Gen Z, Roomify ramped up its ad spend during peak seasons to boost visibility.

They adopted a two-pronged advertising approach, utilizing sponsored product ads to secure top search positions and enhancing product listings with engaging descriptions, high-quality images, and carefully selected keywords.

This strategic targeting made it easier for potential customers to discover Roomify’s offerings. Additionally, Roomify launched a tailored email drip campaign to encourage positive feedback and reviews, fully compliant with Amazon's communication policies.  

This targeted Amazon marketing strategy led to a 273% revenue increase, with 80% of the growth coming from sponsored product ads.

By optimizing Amazon’s tools, Roomify positioned itself as a preferred choice for budget-conscious shoppers, making this an impactful Amazon marketing strategy case study.

→ Mobile Marketing Case Study

About the partnership.

RxBAR , known for its clean-label protein bars, collaborated with music streaming service Spotify and rapper/actor Ice-T to reach health-conscious consumers and increase brand awareness.

Using a multi-channel mobile marketing strategy, RxBAR incorporated mobile and desktop overlays, audio ads, video takeovers, sponsored sessions, and homepage takeovers within Spotify’s app.

By tapping into Spotify’s audience insights, RxBAR delivered highly targeted ads that aligned with user interests and integrated the brand seamlessly into daily routines.

This data-driven, in-app marketing approach broadened RxBAR's reach and visibility in an engaging, relevant context.  

The campaign achieved impressive outcomes, including a 243% lift in ad recall, a 42% increase in brand awareness, and a 52% rise in association with RxBAR's tagline.

This mobile marketing strategy case study underscores the power of strategic partnerships to drive brand engagement without needing a dedicated app.

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14. NIVEA's "Men DEEP"

→ e-sport marketing case study.

NIVEA , a personal care brand owned by Beiersdorf, is renowned for their extensive range of products and commitment to delivering quality solutions for a diverse array of skin types.

NIVEA's campaign targeted its core demographic by leveraging eSports culture.

It began with an engaging marketing video that resonated with gamers, followed by virtual tournaments that encouraged audience participation.

The campaign culminated in a live event showcasing top teams, including professional gamers and popular Twitch streamers.

Recognizing that traditional notions of masculinity may not appeal to the target group, the campaign cleverly blended soccer with eSports, engaging the 70% of Swiss men aged 18 to 35 who identify as gamers.

This innovative approach elevated brand awareness and positioned NIVEA Men DEEP as a leading choice in men's grooming.  

The campaign achieved a notable 19% increase in sales for the NIVEA MEN Deep product line, with over 4,300 views on Twitch and reaching more than 1 million users in Eastern Switzerland via social media.

Remarkably, it captured the attention of 90% of the target demographic, demonstrating the powerful impact of aligning brand messaging with consumer interests in a competitive market.

This e-sport marketing case study highlights how effectively engaging with the gaming community can drive brand success.  

→ Account-Based Marketing Case Study

GumGum is a technology company that harnesses AI to improve digital advertising. Their AI-powered ad tech enables brands, publishers, and DSPs to deliver relevant ads to users at the right moment. 

GumGum set a high standard for personalized Account-Based Marketing (ABM) in its pursuit of T-Mobile as a client.

By leveraging T-Mobile CEO John Legere's vibrant online presence, GumGum gained valuable insights into his personality and interests, notably his passion for Batman, which inspired their creative strategy.

To craft a memorable pitch, GumGum commissioned a professionally illustrated comic book featuring John Legere as the Batman-inspired superhero "T-Man."

In this narrative, T-Man battles poor cell service in his city, assisted by his sidekick "Gums," symbolizing GumGum's cutting-edge image-recognition marketing technology.

This playful yet impactful approach not only resonated with Legere's interests but also showcased GumGum's creativity and ability to forge personal connections with potential clients.  

The comic book campaign achieved remarkable success, resulting in the acquisition of T-Mobile as a client and generating significant media buzz.

John Legere shared the comic on Twitter, amplifying positive attention for GumGum and reinforcing their innovative approach to personalized marketing.

This account-based marketing case study illustrates how a unique and tailored strategy can leave lasting impressions and build strong client relationships.  

→ Search Engine Marketing Case Study

LOCALiQ is a dynamic digital marketing agency and local media company committed to empowering businesses through tailored marketing campaigns and strong community connections. 

LOCALiQ partnered with Gayhurst School to enhance their advertising strategy by integrating online marketing with existing print efforts.

Aiming to boost brand awareness and lead generation while showcasing its rich tradition and modern educational approach, LOCALiQ developed a comprehensive digital marketing strategy.

This included Search Engine Marketing (SEM) and targeted Facebook Lead and Retargeting campaigns, all customized to address the school’s regional focus.

A significant emphasis was placed on the Client Centre, allowing Gayhurst’s management team to nurture and monitor incoming leads through a tailored lead ad form.  

LOCALiQ's campaigns for Gayhurst School achieved outstanding results within just 10 months, generating 446,269 impressions on Facebook, which exceeded industry standards with a click-through rate (CTR) of 1.62%.

The SEM strategic keyword plan also delivered impressive results, yielding 183,524 impressions and a remarkable CTR of 5.41%.

Overall, these efforts resulted in over 16,000 clicks to the school's website, translating into 289 new leads and marking Gayhurst School's most successful student intake in August 2022.

This search engine marketing case study exemplifies the effectiveness of a well-rounded digital strategy in achieving significant outcomes.

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

Summary/Overview

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

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

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

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

What is a marketing case study?

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

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

Some common key components of a marketing case study include:

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

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

Benefits of marketing case studies

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

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

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

Tips on how to write an effective marketing case study

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

Develop a clear and compelling headline

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

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

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

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

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

Write relatable content

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

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

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

Outline your strategies with corresponding statistics

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

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

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

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

Use multiple formats of representation

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

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

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

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

Get your case study in front of your intended audience

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

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

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

Marketing case study examples

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

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

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

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

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

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

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

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

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

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

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

Marketing case study template

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

Case Study Title

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.]

Introduction:

• 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:

• 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.

Testimonials:

• 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

Are you ready to make your marketing case study shine? With Adobe Express, you can make high-quality infographics and presentations that take your case studies to the next level.

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

Get started with Adobe Express today to make compelling marketing case studies that engage your audience and drive conversions.

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