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10 Best Video Marketing Case Studies & Insights (2024)

The State of Video in 2024

Video marketing has emerged as a dynamic and influential tool for businesses and big brands to connect with their target customers.

The power of video lies in its ability to convey information, evoke emotions, and engage viewers in a way that text or static images often cannot.

To explore the impact and potential of video marketing, we deep dive into the best video marketing case study videos from various industries that highlight how they have leveraged this medium to achieve remarkable results.

4. Bailey Nelson

Industry : Eyewear and Fashion

Background : Bailey Nelson, an Australian eyewear brand, partnered with us to craft a defining brand statement through a vibrant and colorful video campaign. Of course, the company aims to increase brand awareness and engage with the Australian audience and other customers nearby.

The results were outstanding, with a 40% increase in branded search and YouTube recognizing the campaign as ‘best-in-class.’ The interactive video ad also won the prestigious Best YouTube Campaign of 2022 at the B&T Awards.

Impactful Branding: Bailey Nelson recognized the importance of a defining brand story using video.
Measurable Results: The campaign was not just about creativity but also about delivering measurable results.
Effective Visual Communication: The interactive video ad production team employed various visual techniques to engage viewers and emphasize the brand’s unique key points.

5. Digital Ocean

Industry : Cloud Computing and Technology

Background : Digital Ocean, a cloud infrastructure provider, embarked on the launch of its new product, “App Platform.” This innovative solution allowed developers to quickly build, deploy, and scale applications.

We created a video marketing strategy, an explainer animation that effectively conveys the product’s features to developers.

High-Level Narrative Approach: Digital Ocean opted for an explainer animation to provide a broad and all-encompassing story approach to their happy customers.
Longevity and Brand Impact: The video’s bold and new illustrative direction aligned with Digital Ocean’s goal and set a distinctive style that influenced subsequent content.
Authenticity and Connection: The video underscored the significance of authenticity, emotional connection, and a connective tone when communicating with the target audience.

Industry : Home Moving and Services

Background : Happly, a startup that simplifies the home moving experience, collaborated with our team to create a case study video for their go-to-market campaign.

The company’s objective was to effectively convey its unique value proposition and sell up their services.

Clear and Relatable Messaging: To appeal to a broad audience, the case study video employed a Problem-Solution approach to address two vital questions: who Happly is and what services they offer.
Distinctive Brand Identity: Happly aimed to unleash the brand’s unique identity through humor and compelling storytelling using case study videos.
Organized and Timely Execution: The collaboration with Vidico was marked by organized and timely execution, from concept and scripting to storyboarding and UI animations.

7. Sail Internet

Industry : Internet Service Provider

Background : Sail Internet, a provider of affordable, contract-free, fast, and reliable connections, initially engaged Vidico to replace their outdated explainer video.

This strategy included multiple cutdowns and illustrations on case study videos used across their website, marketing collateral, paid social media campaigns, and out-of-home advertising to address various marketing goals.

Quality Upgrade: The initial objective was to replace an outdated explainer video with a sleek and creative animation that could capture attention and resonate with potential customers.
Visual Style: The creative approach focused on conveying a sense of freedom, flying, and movement through an upbeat tone, fun and bright colors, simplicity, and flat design elements.
Leveraging Creative Collateral: Sail maximized the investment in the case study video by posting it on social media, their website, collateral tools, content marketing efforts [ 2 ], and out-of-home advertising.

Check out our video marketing report .

8. Smart Nora

Industry : Sleep and Wellness

Background : Smart Nora, a company specializing in sleep and wellness solutions, invented a unique solution to address snoring, allowing both snorers and their partners to enjoy longer-lasting and more restful sleep.

They approached Vidicontention to create a fun and large-scale awareness campaign to be distributed through social media channels like YouTube Pre-Roll Ads, Facebook, and Instagram.

Redefining Brand Appearance: The project provided an opportunity to redefine Smart Nora’s appearance and voice.
Creative Partnership: The Vidico team demonstrated qualities customers seek in a creative partner, including high creativity, an open-minded approach, and a process-driven mindset.
Detailed Production: The successful execution of the project, from pre-production logistics to creative direction, required meticulous attention to detail.

9. HoneyBook

Industry : Client Management Software

Background : Honeybook, a client management software platform that offers services sought to create case study video assets to highlight user engagement.

The goal was to increase the sign-up rate for new customers, be viral, and improve the overall adoption of their reimagined platform.

A/B Testing for Sign-Up Lift: The video resulted in a significant 9% increase in sign-ups for the waitlist compared to the testimonial video.
Balancing Familiarity and Teasing: The video marketing campaign approach balanced showcasing the core platform’s familiarity and exciting users about the reimagined version.
Practical Script Appeal: The video’s script was carefully crafted, delivering essential information within a concise 60-second timeframe.

10. Mobile Muster

Industry : Recycling and Environmental Sustainability

Background : MobileMuster, an organization dedicated to making the mobile phone industry more environmentally sustainable, teamed up with Vidico to create a compelling brand video targeting Generation Z.

The primary objective was to ignite the interest of this age group in recycling old mobile phones as they watch the business video.

Tailoring to the Audience: To effectively connect with the target audience of 16-24-year-olds, the creative approach focused on tapping into people’s emotional bond with their phones.
Result-Oriented Creativity: The video’s creative approach went beyond generational stereotypes, ensuring the message and benefits resonated authentically with the target audience.
Consistency in Brand Messaging: The consistency in the video marketing campaign helped reinforce MobileMuster’s mission and message.

Why Work With Vidico

Creative excellence in video marketing campaigns.

Vidico is known for its creative prowess. Our creative team brings fresh and innovative ideas to the table, ensuring that your sales video is visually stunning and strategically aligned with your goals and will generate leads.

Consistency and Brand Identity

For long-term partnerships, Vidico maintains consistency in brand identity. They work to reinforce your brand’s image and values across multiple sales video projects, building trust and recognition.

Also, we use top-notch action cameras on-site to shoot testimonials and other services.

Transparent Pricing on Video Marketing Strategy

Our pricing structure at Vidico is transparent and tailored to meet your specific sales video production needs. Use our VidiFit Quiz for a free upfront estimate of video marketing campaigns [ 3 ].

Read : Best Animation Sales Video Examples

What should be included in video marketing case studies?

Video marketing case studies should include critical elements such as client background, campaign objectives, strategy and execution details, measurable results, challenges faced, customer testimonials, and visual assets.

What is a case study in digital marketing?

In digital marketing [ 4 ], a case study is an in-depth analysis of a specific marketing project or campaign. It provides insights into the strategies employed, challenges encountered, and results achieved.

Case studies serve as valuable resources for marketing professionals, offering real-world examples, messages, tools, benefits, and lessons learned to inform and inspire future marketing efforts.

Key Takeaways

Video marketing case studies serve as a valuable tool for understanding the intricacies of successful video marketing campaigns.

It encapsulates the client’s background, campaign objectives, message, benefits, strategic execution, measurable results, challenges, testimonials, and visual assets, providing a fun and holistic view of the campaign’s journey.

Do you want to achieve remarkable results like those in our featured case studies? Use our VidiFit Quiz for a free estimate, and contact us so we can discuss your video marketing strategy.

References :

https://www.globenewswire.com/en/news-release/2022/08/12/2497652/0/en/Video-Production-Company-Vidico-Launch-Rebrand-To-Offer-Their-Customers-Clarity-Precision-And-An-Even-Higher-Level-Of-Communication.html
https://www.investopedia.com/terms/m/marketing-strategy.asp
https://www.forbes.com/sites/forbestechcouncil/2022/06/03/why-video-plays-a-key-role-in-todays-marketing-scene/
https://business.adobe.com/blog/basics/digital-marketing

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7 Big Name Brand Case Studies on Video Marketing You Need to See

Last Updated on April 13, 2022

Do you ever wonder how the marketing videos for business create such a hype over their brand? What kind of best video marketing campaigns works the best in the long run? Here are seven interesting case studies on brand videos that went viral, for you to check out by some of the big brands. Using a variety of different techniques and video types, they all found success using the power of video.

KFC Social Media Case Study Video

In a recent social media case study, KFC was considered the number one restaurant on social media. Their increased engagement rate was three times the national industry average in India. It might amaze you to hear that a well-known chicken restaurant is flying high on social media, but this video shows how a company can focus on a specific objective when creating marketing videos and achieve their goals by keeping the approach specific.

Sensis Case Study Video

In this case study video, you will see how their video marketing study purpose was to increase their level of engagement with consumers by using search engine marketing and optimization services through this digital advertising agency. Sensis is a well-known digital ad agency that focuses on increasing the reach of their primary audience through highly-targeted ad campaigns. Sensis is also the number one print directory publisher in Australia.

Contour Digital Campaign Case Study Video

This video illustrates a digital marketing case study that focused on the Coca-Cola brand. Coca-Cola is the world’s largest brand of carbonated beverages. This campaign was launched on their 100th anniversary and the goal was to locate more people by creating happiness online and spreading it to others. Their “happiness” video marketing campaigns have gone viral in many cases right after they published them and some have received over 30 million views! Watch the video on the link above to see how the Coca-Cola company used social media to launch this specific happiness video marketing campaign.

HubSpot Video Marketing Campaign

HubSpot is well-known for their ability to help business customers improve their level of engagement and sales. Using HubSpot’s internet and video marketing platform, this video shows how they were able to increase their results by many times over. They focus on highlighting beneficial outcomes for their customers through a highly focused video marketing campaign.

You’ll see that in this video, their customer, ShoreTel, a communications company from California, was able to move their business forward after utilizing the tools available with HubSpot’s managing platform and tools.

HubSpot created a video campaign that surrounded the brand with the idea of brand authenticity. This worked for the ShoreTel company and they were able to increase their revenue and results over a relatively short period of time.

Squarespace Video Marketing Study

In this unique video marketing campaign, Squarespace used the well-known actor, Jeff Bridges to advertise the Squarespace platform. He tells the story of how he likes to hear “relaxing sounds” while out in the wilderness in order to get more sleep. In a humorous fashion, Bridges unfolds the story for the video audience and then shows how you can upload sounds to the Squarespace platform and start your own website.

This is employing an effective technique known as a “testimonial” or narrative form of video ad strategy using a well-known character or actor such as Bridges to tell the story. Because of the credibility of the actor, the results are good because of his fanbase and because people trust Jeff Bridges to tell them the truth.

Of course, in this example, it is understood that Bridges is kidding with the audience somewhat, since most of the ‘relaxing sounds’ are far from relaxing. But you get the point. Using a well-liked person to tell the story about your brand could be a successful approach to your video marketing techniques and strategies.

FedEx Video Case Study

FedEx also has a great video campaign that gets across the idea about their services. In the above marketing video and case study, FedEx wanted to communicate to their audience how their service actually works by lining up a number of toys and merchandise on a conveyor belt, as though they were awaiting the day they would arrive at their destination. It shows visually how the FedEx service works and makes it simple for people to understand.

This video increased FedEx’s sales greatly after its release and proved to be a rewarding case study for FedEx.

Schneider Electric: The Emotional Factor

This is a fun video that uses big events like the launching of a space shuttle, the development of internet in third world countries, and crowdfunding videos that help bring the whole world together. The video appeals to the emotions by using evocative images while also showing the heart of the business by illustrating the various things the company has done to bring the world of communications to remote areas of the world and to make life easier.

The idea behind a video marketing campaign like this is that using evocative techniques for a video marketing strategy is one of the best ways to capture the attention of your target audience. The idea is that, if they can relate to your message, they will be more likely to convert. This technique proved highly successful for this electric and communications company and it can do something similar to your brand, as well.

Summary: video marketing strategies

What do all of these best video marketing campaigns have in common? They all take the approach that it is important to know their audience and to appeal to them in one way or the other. While they each take a uniquely different approach to their ad campaigns, they still focus on what their customers are interested in and try to bring in a human component to their message.

For example, in the Coca-Cola ad, not one mention is made of the soda itself. It’s all about using Cokes to make people happy by spreading the joy of sharing a soda with someone else. This type of global human kindness approach can be highly effective when you avoid trying to sell people something and instead focus on what they need.

Creating Your Video Marketing Success

So how do you capture some of this magic and apply it to your own brand? You could use any or all of these techniques when you create your own video marketing strategy by thinking about what it is about your brand that embraces the human element.

You could try to appeal to the emotions of your target audience by including a puppy or a child in your ad to appeal to people. Or you could hire an expert animated video team and let them help you fine-tune your video to do the most good.

At animatedvideo.com, we understand that you need to capture both the intellect and emotions of your target audience. We know how to use a combination of emotive and logical techniques to create the perfect message for your brand. We can help you do that while creating a professional video marketing campaign using our expert animation software and engineering.

We can use whiteboard animation, 2D or 3D character animation, or motion graphics to create your video. It’s your choice. Let us brainstorm ideas with you and we’ll get you the results you’re after.

See animatedvideo.com to learn more!

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How to Create Highly Effective Case Study Videos

Phoebe Powell

companies are increasingly switching from binders of customer stories (like these ones) to case study videos

Case study videos and customer testimonials are a powerful way to highlight your customers' successes—along with how your company helps.

Case study videos are powerful tools for businesses looking to attract new clients and drive revenue. By using video, you add a personal element that’s difficult to achieve with a traditional, text-based case study.

Interviewing clients in case study videos humanizes your work and allows potential customers to better understand how your products and services solve real-world problems. When properly executed, a case study video showcases the value of your work and helps grow your business.

What is a Case Study Video?

What are the benefits of case study videos, the 3 types of case study videos, how to make a case study video in 10 simple steps, where to use case study videos, 3 of the best case study videos to inspire you.

A case study video is a piece of persuasive content that businesses use to illustrate the value of their products or services, through the telling of real customer success stories. It’s a customer testimonial video that adds authenticity to your marketing efforts.

Successful case study videos:

Include on-camera interviews with customers
Show how your business solves a specific customer problem
Use stats and figures to back up the customer’s story
Focus on the benefits, not the features

They’re an incredibly important type of video to have in your arsenal.

Blake Smith, Vidyard’s Creative Director, deep dives into the world of case study videos, explaining what they are and how to make an effective one. Along with Mat King, Vidyard’s Video Production Manager, he breaks down an example customer testimonial video to highlight what goes into creating a good one.

Case study videos can benefit your business by raising awareness about what you do and attracting new customers. Here are some of the reasons you should consider creating a case study video:

They’re persuasive: Having your customers deliver compelling reasons why your product works is powerful. Video is a direct and persuasive medium; viewers retain 95% of your messag e when they watch it in a video, and only 10% when reading it in text.

They’re engaging: Your target audience is more likely to watch a short video case study than to read a text version of it. That’s because video marketing is more engaging. Most buyers prefer to learn about a product through video compared with any other medium.

They’re emotional: Video case studies deliver personal testimonials directly from your customers, which helps establish an emotional connection with the viewer. Connecting a human face to a story is powerful, and 95% of our decisions are subconsciously driven by our emotions.

They’re versatile: You can use a video case study across a variety of marketing channels, and you can even edit specific scenes and lines to use for other purposes, like for social media. Unless your products change drastically, case study videos offer evergreen content that stays relevant for years.

There are three main types of case study video that your business can produce, with different levels of complexity:

Customer Testimonial: A customer testimonial is a straightforward, to-the-point video interview where you ask questions to the customer about their experience with your products. You’ll only need one shoot location and minimal editing to deliver a finished video.
Customer Review: A customer review video is another simple but effective execution. Instead of focusing on a clear narrative, your customer can speak to specific features of your products, and how they benefited from using those features.
Case Study Narrative: A case study narrative is the most complex type of case study video. It involves a mix of on-camera interviews with customers, B-roll visuals and can even include graphics and font treatments. It requires more shoot time and editing than the other video types.

With the correct approach and proper planning, your case study video can boost your sales and bring in new business. Follow these 10 steps to make a compelling case study video for your company.

1. Think Like a Potential Customer

The first step in creating a case study video is to develop a detailed plan with your target audience in mind. The more specific you can be in identifying the intended audience, the better prepared you’ll be to address their specific goals and pain points. Even if your product appeals to a wide audience, your case study should speak to one specific segment of that market.

2. Ask the Important Questions

Ask yourself what problem your target audience is experiencing, and how your business solves that problem. This will help you develop the key message of your video, and build a story around it. To help identify these problems and solutions, ask yourself questions such as:

What do my customers care about?
What do I offer customers that competitors don’t?
Why do customers use my products and services?
What do I help customers achieve?

3. Choose the Right Customer

Now that you have key messaging for your video, you can start identifying customers who suit the narrative you developed. The following criteria can help you narrow down your cast of possible characters:

They should fit with the video’s target audience
They should have a compelling, personal story to share
They should be comfortable and engaging on camera
They should have statistics to back up their story

Once you’ve identified a perfect fit, you’ll need to approach them with your request. When you approach a customer, be clear about what you’re asking them to do, ease their concerns and let them be involved in the process. You can also sweeten the deal by offering something in return: Maybe the B-roll you gather would be valuable for their own marketing efforts, for example.

Another option is to ask customers to record video testimonials on their own time, with easy-to-use software like Vidyard Chrome extension . That way they can shoot the video when it’s convenient, and quickly share the link with you.

Global human capital management (HCM) software company Ceridian, put the human impact of their products front and center in this case study video featuring the Blue Man Group.

Ceridian’s video does a particularly good job of using B-roll to highlight the creative nature of their customer’s business and explain the challenges they experience—along with how their product helps.

4. Plan Out the Story Arc

Case study videos need to tell a story. Developing a story arc helps translate your key messaging into a compelling narrative for viewers. A recent study on the power of brand storytelling found that nearly 80% of adults think brands should tell stories as part of their marketing efforts. In developing your story arc, you should map out your video’s four main stages:

Introduce the character: Identify the hero of your video. For a video case study, the protagonist will be your customer. Though the video may include more than one person from the featured company, choose one person to focus your narrative on. Your main character should be relatable and engaging.
Identify the problem: Next, establish the story’s conflict. With a brand story video, the conflict is the pain point your main character experiences. It’ll make your case study more relevant to your target audience.
Explain the solution: The solution shows viewers how your product helped the customer overcome challenges. While the narrative is crucial, you may also want to use statistics to back up your customer’s success to make the point even more persuasive.
Provide a resolution: The resolution of your story should include next steps for the viewer. What do you want them to do next? Include a clear call to action at the end of the video.

5. Conduct Background Interviews

Before you start shooting, conduct background interviews with your customer. This will give you a better sense of the responses you’ll get on camera and how they fit into your narrative.

Conducting pre-interviews will familiarize your customer with the questions you’ll ask them, so they can hone their storytelling before appearing on camera. It’ll also help you perfect your list of interview questions.

Here are some questions to consider:

What does your business do? Who are your customers?
Where are you located? How long have you been in business?
What challenges did you face before coming to us?
Why did you decide to use our products?
What differentiates us from our competitors?
What’s it like to use our products?
What’s it like to work with us?
How have you benefited from using our product?

If possible, conduct your background interview(s) over video conferencing software or in-person. This will give you a good sense of how comfortable your potential subjects might be on camera and help you to choose people to feature in your case study video.

6. Write Your Script

You don’t have to be a professional writer to develop a script for your video. Using your story arc as a guide, build out a script that tells the story of your case study.

Introduce the character, give background information, outline the details of the problems they faced and how your product helped address those problems.

Stick to the point and use a concise, conversational style. After all, 68% of people prefer to learn about products and services through short-form videos.

Pro Tip: Use Vidyard’s free video script timer tool to find out how long your script will be when you read it out loud (and edit accordingly).

7. Back it Up With Stats

While developing your script, identify areas where you can back up the story with hard facts. If your customer has statistics about how your product increased sales, drove conversions, or resulted in other measurable outcomes, include those numbers in your script.

Consider using graphs or other visual elements to highlight the figures on screen. Whether you get the customer to physically stand in front of a chart or you add it in post-production, this can be a great way to highlight the value of your offering.

8. Choose a Shoot Location

Where you shoot is a big part of the overall look and feel of your final case study video. Determine what location is best suited for the particular story your video will tell.

The shoot location may depend on your customer’s industry: If they work in tech, it probably makes sense to shoot in their office. But, if your customer works in a hands-on field like construction or community development, you might want to film outdoors to capture the action.

9. Develop a Shot List

Plan ahead by putting together a list of all the shots you’d like to record. For every scene in your script, identify how it should be shot. Your script can help guide your shot list.

For interview videos , you may want to try a variety of angles and shot sizes, from close ups to medium shots. Plan out B-roll shots as well, so you don’t miss any important content.

10. Sweat the Details on the Day of the Shoot

There are also a few key considerations you’ll want to remember on the day of the shoot, to make sure everything runs smoothly. Don’t forget to:

Choose a quiet, well-lit location for your on-camera interviews
Instruct interview subjects to answer your questions using full sentences, since the questions will be edited out of the final cut
Gather a variety of B-roll footage that shows the shoot location, the character working, shots of your products in use, and more—it will come in handy when you’re looking to add interesting visuals to the final cut.
Overestimate the amount of time you’ll need to shoot so you aren’t rushing to capture everything

Don’t have room in your budget for a full-out case study video? You don’t have to have professional camera equipment or the funds to visit a customer in another location to get the value out of this type of video.

Try asking happy customers to record a short testimonial video using their webcam. You can provide them with a list of basic questions to direct what topics they focus on.

Vidyard’s Chrome extension is a free, easy-to-use tool that makes creating customer testimonial videos a breeze.

Once you have a compelling final product, you’ll need to consider how to get it in front of your target audience. Luckily, case study videos are versatile pieces of content that you can use across a variety of marketing channels. Here are some options to consider:

Embed the case study video on your website, either on the homepage or a dedicated case study page
Include the video in a marketing email to send out to your leads
Share the case study on your social media accounts
Incorporate the video into sales pitches and presentations
Expand your reach by promoting the video in a digital ad campaign

These three compelling case study video examples can help motivate you to create captivating testimonials of your own.

1. Zoom Testimonial from Zendesk

This is a great example of a well-produced, well-told case study narrative. It provides a good mix of interviews with customers and B-roll showing how they use the product. The interviews focus on problems the company faced and how Zoom solved those issues, rather than listing its features. The video is short enough that viewers won’t lose interest, but that it still tells a full story.

2. Google AdWords Case Study

This video is a great example of how getting out of an office setting can make for a visually engaging case study video. The main character is relatable and comfortable on camera. She’s great at telling the story of how Google AdWords helped grow her business and seamlessly includes stats in her narrative. The supporting cast of dog extras doesn’t hurt, either.

3. Slack’s Unique Take on the Case Study

If you still aren’t convinced that case study videos can be fun and engaging, this humorous example from Slack should do the trick. This is a different kind of case study video, because it’s fully scripted, but it shows how important it is to tell a strong, relatable story. The video does a great job of integrating Slack’s features and benefits into on-camera interviews. And it illustrates how a bit of humor can go a long way toward convincing customers to invest in your product.

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How to Make Killer Video Case Studies

Everyone loves a good story. Maybe that’s why video case studies are popular. Case studies are stories that give us insight, provide a behind-the-scenes look, and introduce us to real people at a real company. Many businesses use case studies to show how their products and services are making an impact on their customers. They can document new product development, or show how a company has made improvements, changed corporate culture, or leveraged resources for the benefit of a community.

We’ll explore every facet of video case studies, breaking down what they are, how to make them, and what makes a successful one. We’ll also provide you with case study video examples as well as tips for making effective videos that will drive results.

Key Takeaways

What is a video case study?

A video case study is a compelling audiovisual presentation that tells the story of how a particular product, service, or solution positively impacted a real-world customer or client. It typically features interviews with the customer, highlights their challenges and goals, and showcases how the featured product or service provided a solution and delivered measurable benefits.

Video case studies are powerful marketing tools, as they build trust, demonstrate credibility, and provide potential customers with real-life examples of successful outcomes, ultimately influencing their purchasing decisions.

What are the benefits of video case studies?

The truth is, consumers want more video content. In a 2023 study from Wyzowl , 91% of respondents claimed that they wanted more video content from brands. So why not give the people what they want? On top of that, using case study videos can offer several significant benefits for a business:

Credibility and trust: Case study videos showcase real-life success stories, demonstrating that your products or services have delivered tangible benefits to satisfied customers. This builds trust and credibility with potential clients or customers.
Engagement: Videos are inherently engaging and can captivate your audience better than text or static images. Case study videos allow you to tell a compelling narrative, keeping viewers interested in your content.
Demonstration of expertise: Through case studies, you can showcase your expertise and industry knowledge. They establish you as an authority in your field and position your business as a go-to solution provider.
Problem-solution narrative: Case study videos often follow a problem-solution structure, helping potential customers identify with the challenges presented and visualize how your product or service can solve their own problems.
Personal connection: Including customer interviews or testimonials in your videos adds a personal touch. Prospective clients can relate to real people who have benefited from your offerings, making your brand more relatable.
Versatility: Case study videos can be shared across various platforms, such as your website, social media, email marketing, and presentations. This versatility ensures that your success stories reach a wide audience.
Measurable impact: Case study videos can include data and metrics that demonstrate the concrete results achieved by your clients. This evidence of ROI can be particularly persuasive.
Lead generation: Well-optimized case study videos can serve as valuable lead magnets, attracting potential customers who are actively seeking solutions to problems similar to those addressed in your videos.
Storytelling: Effective storytelling in case study videos helps create an emotional connection with your audience, making your brand more memorable and relatable.

Incorporating case study videos into your marketing strategy can have a profound impact on your business by fostering trust, engagement, and conversions while showcasing your expertise and the real-world benefits of your products or services.

Are there different types of video case studies?

As with any genre of film or video production, there are some commonalities in style and tone you’ll see as you delve into that genre. The same holds true with video case studies, where there are several common types you will encounter.

Product/Service Reviews

Purpose: Product or service review case study videos aim to provide an in-depth analysis of your offering’s features, functionality, and benefits. These videos offer an objective evaluation and often serve as informative resources for potential customers.

Introduction: Begin with an introduction to the product or service being reviewed.
Features and Benefits: Highlight key features and benefits, explaining how they address specific needs or pain points.
Demonstration: Showcase the product or service in action through practical demonstrations.
User Experience: Share real user experiences, feedback, and opinions.
Comparison (optional): Sometimes, a review may compare your offering with competitors to illustrate its advantages.
Conclusion: Summarize the review, emphasizing the overall value and why viewers should consider your product or service.

Audience: These videos are geared toward potential customers who are actively researching your product or service. They seek detailed information to make an informed purchase decision.

Benefits: Product/service review case study videos build trust and transparency with your audience. They offer an unbiased evaluation and help potential customers understand how your offering can meet their needs.

Testimonials

Purpose: Testimonial case study videos feature satisfied customers or clients sharing their personal experiences and success stories with your product or service. These videos serve as powerful social proof, demonstrating real-world benefits.

Introduction: Introduce the customer or client who will provide the testimonial.
Problem: Describe the challenges or issues the customer faced before using your product or service.
Solution: Explain how your offering addressed those challenges.
Benefits: Highlight the specific results, improvements, or positive outcomes achieved.
Recommendation: Conclude with the customer’s recommendation or endorsement of your product or service.

Audience: Testimonial case study videos are effective for a broad audience, particularly those in the consideration stage of the buyer’s journey. They provide credibility and build trust.

Benefits: Testimonial videos offer authenticity and credibility, showcasing real customers who have benefited from your offering. They help potential customers relate to others with similar needs and challenges.

Narrative Case Studies

Purpose: Narrative case study videos are storytelling-focused. They aim to engage viewers emotionally by presenting a compelling narrative that highlights a customer’s journey from problem to solution, often emphasizing the transformational aspects.

Introduction: Set the stage by introducing the customer or client and their unique situation.
Challenge: Describe the significant challenges or pain points the customer faced.
Journey: Take viewers on the customer’s journey, emphasizing their struggles and emotional experiences.
Solution: Reveal how your product or service came into play, providing a solution and sparking change.
Transformation: Showcase the transformation or positive outcomes that occurred as a result.
Conclusion: Conclude with a powerful message that resonates emotionally and reinforces your product or service’s role.

Audience: Narrative case study videos are particularly effective for creating an emotional connection with viewers. They engage a wide range of audiences, including those in the awareness and consideration stages.

Benefits: These videos go beyond showcasing features and benefits; they create an emotional connection. Narrative case study videos are memorable and can inspire action by demonstrating the profound impact of your offering on a customer’s life or business.

Each type of case study video serves a unique purpose and engages different aspects of your audience’s decision-making process. Depending on your goals and the subject matter, one of these case study styles should help you convey the message you’re trying to get across.

How to make a video case study

Case studies as a rule won’t necessarily follow an exact timeline or template, but in general, the following steps are typically part of the video case study production process.

1. Planning and Pre-production

Before diving into the video production process , it’s crucial to lay a solid foundation. Start by clearly defining your objectives for the case study video. Identify the specific goals you want to achieve, such as increasing brand awareness, showcasing product effectiveness, or driving conversions.

Selecting the right client or customer is a pivotal step. Choose someone who has a compelling story to tell and has experienced significant benefits from your product or service. Gather initial information about their experience and challenges to ensure they align with your goals.

Set clear goals and key messages you want to convey through the case study. These messages will guide the direction of your video. Assemble your team, which may include videographers, editors, and interviewers, and develop a production timeline to keep the project on track. Don’t forget to secure any necessary permissions and releases from your client and any individuals featured in the video.

2. Research and Interviews

With your pre-production work complete, it’s time to dive into the research phase. Conduct in-depth interviews with your chosen client or customer. These interviews should yield insightful testimonials that highlight the impact of your product or service.

During the interviews, aim to identify the pain points and challenges your client faced before using your solution. Document their journey in detail, from their initial struggles to the moment they found your product or service. Equally important is to capture how your solution addressed these challenges and the benefits it provided.

Supporting data and metrics are key to substantiating your case study. Collect relevant statistics, customer feedback, or any measurable results that reinforce the success story. Build a storyboard or outline for your video, which will serve as the roadmap for the narrative you want to convey.

3. Filming and Production

The production phase involves bringing your case study to life through video. Start by meticulously planning the video shoot. This includes location scouting to find suitable settings, setting up equipment, and assembling your production team if necessary.

Conduct interviews with your client to capture their story authentically. Additionally, capture B-roll footage that complements the narrative. Ensure that you maintain high-quality audio and visuals throughout the shoot to create a professional and engaging video.

Consistency in branding and style is essential. Your case study video should align with your brand’s identity and values. If needed, shoot additional footage to fill any gaps and enhance the overall storytelling.

4. Post-production

After filming, the post-production phase is where the pieces come together to create a cohesive and compelling video. Begin by reviewing all the footage and selecting the best clips that tell the story effectively.

The editing process is crucial. Arrange the footage in a way that builds a compelling narrative, starting with the problem and progressing to the solution. Add supporting graphics, text, and data to provide context and enhance viewer understanding. Pay close attention to enhancing visual and audio quality to maintain professionalism.

Incorporate music or voiceover, if appropriate and necessary for the narrative. Test the video for clarity and impact, and obtain feedback from stakeholders to ensure the final product aligns with your goals and objectives.

5. Finalization and Distribution

With the video edited and polished, it’s time for finalization and distribution. Add branding elements and a clear call to action that guides viewers on what to do next.

Consider creating different versions of the video, such as shorter snippets for social media and a longer, more detailed version for your website or email marketing.

Optimize the video for search engines if you plan to host it online. Set up a dedicated landing page or platform for hosting the video.

Develop a distribution plan that outlines how and where you’ll share the video, ensuring it reaches your target audience effectively.

6. Monitoring and Analysis

Once the video is live, your work isn’t over. Track key video metrics such as views, engagement (likes, shares, comments), and conversions. Collect feedback from your audience to gauge their response and make improvements for future videos.

Evaluate the video’s impact on your defined objectives. Did it drive the desired results, whether that’s increased brand awareness or conversions? Use this analysis to refine your future video case studies.

7. Post-Release Engagement

Stay engaged with your audience after releasing the video. Respond promptly to comments and questions on social media and other platforms where the video is shared. Encourage viewers to share their own experiences or thoughts related to the case study.

8. Case Study Promotion

Highlight the case study video prominently on your website. Incorporate it into sales presentations and pitches to showcase real success stories. Leverage the video in email marketing campaigns to engage with your subscribers. Share it across all relevant social media channels and communities, harnessing the power of social proof to influence potential customers.

By following these outlined steps, you’ll be well-prepared to create a captivating and effective video case study that not only tells a compelling story but also drives results for your business.

10 top tips for video case studies that succeed

Now that you have a solid background on the fundamentals of case studies and how to bring them to life in video, let’s dig a little deeper and discuss some of the keys to creating winning case studies.

Find an engaging story

Find a story with depth to carry the video. We have all been to movies or read a book where the plot is thin or non-existent. A video case study needs to have a plot. It can’t be business as usual; something needs to happen, or no one will care. Is there a problem that was solved? Did you find a better way to accomplish a task? Break into new markets? It helps if the story is about a company or individual whose name people know. Of course, that might not be possible. An interesting, smaller company or unique person can also be engaging.

Camera-friendly interviewees

Video case studies often include real people. The engineer or scientist who made an amazing discovery. The shop floor worker who found a better way to make a product. The customer service representative who solved a problem. People do great work, but can they be engaging on camera? Look for those who are excited to tell their story. Watch to see if they have good eye contact and answer questions concisely. Most people need some coaching, so be sure you have a professional interviewer. They will put people at ease and know when they hear that perfect soundbite.

Choose the right format

There are several formats that can work to make great case studies. Interesting interviews can carry a story by weaving them together. This requires a well-thought-out storyline and a producer who knows how to get interviews that tell the complete story.

A second option is to combine narrative and soundbites. We pick the most interesting soundbites and then write narrative transitions as needed. Narrative can be helpful because it shortens up and crystallizes what might be lengthy explanations by interviewees.

The final option is all narrative. This gives you complete control of the story and the video production supports it.

Great visuals

You know the old saying, “a picture is worth a thousand words?” It’s true. Sometimes it’s easy to capture visuals. People working on cool machines. A bustling office or factory. A time-lapse of something being built or installed. Think about the visual opportunities you have to support the content of the interviews. At CK and CO, we can help decide what to shoot… and how to “make video” when the settings are limited.

Use motion graphics

Some video case studies are about concepts or elements that cannot be seen. Take, for example, the transfer of data to the cloud. You can’t see it, but you know it happens. Motion graphics can illustrate things we can’t see or visualize complex processes and procedures. They can also spice up videos to make them even more appealing.

Impressive results

Viewers love “wow” statistics. As you tell your story, it’s important to share tangible results. For example:

Did you reduce costs by 30% or increase productivity?

Did you get a return on your investment in half the projected time?

Have you improved employee retention by 20%?

You get the idea. Brag about what you have achieved. Sometimes, it is too soon to know the results of your story. In that case, you might include a vision statement about what you hope to achieve.

High content. Short timeframe.

We live in a world where Twitter and Instagram have influenced how we consume information. Whether or not you use these tools the mindset today is, “give it to me now, give it to me fast and don’t make me think about it.” As a result, your viewers expect a video case study that provides high content in a short timeframe. Every word is important, and when coupled with great visuals, you can get your message across in far less time than you might think.

Create alternate versions of the same story.

Meaty stories beg for more time. The truth is that audiences vary in how much time they are willing to devote to a video. At CK and CO, we often create several versions of a case study using the same raw video. We might create a longer piece (5:00-6:00) for use in a face-to-face opportunity. That same video content can be cut down to a shorter video (2:30-3:00) for use on a website. One length does not fit all. If you have spent the time and money to capture the story, consider your options.

Tease your video case study

Just as filmmakers cut movie trailers to generate interest in a film, you can “tease” your video case study. We often pull short compelling soundbites and package them into media shorts. These :15-:30 videos end with a call to action to view the entire video.

Add a whitepaper

While it’s true that many people prefer video to print, don’t miss an opportunity. Create a short whitepaper to accompany your video case study. The whitepaper should not be a transcript of the video, but instead should complement it. This is the place for highly technical elements and background information that does not translate well to video.

Video case studies are an effective tool for engaging potential customers and telling your company’s story. So, consider how you might use them to tell your story.

Where to use video case studies

We discussed this briefly above in the “how to” section, but it’s worth revisiting in more detail. Once you’ve put the finishing touches on your case study video you need to get it out to the world. But where exactly should you be promoting it?

1. Your Website

Embed the video case study prominently on your website’s homepage or a dedicated landing page to make it easily accessible to visitors. Having a dedicated section or page for all your case studies can provide a convenient reference point for interested prospects.

2. Social Media

Share the video on your compa ny’s social media profiles, such as Facebook, Twitter, LinkedIn, Instagram, and YouTube. Optimize the video for each platform’s specifications, and actively engage with your audience through comments, likes, and shares to increase its visibility and reach.

3. Email Marketing

Include the video case study in your email marketing campaigns, especially when targeting segments of your email list interested in the topic. Additionally, use the video in email signatures to add a dynamic touchpoint to your email correspondence.

4. Sales and Marketing Presentations

Integrate the video into your sales pitches and marketing presentations. By doing so, you can provide real-world examples of your product or service’s success, which can be highly persuasive during client interactions.

5. Content Marketing

Incorporate the video into your content marketing strategy by using it in blog posts, articles, or other written content related to the case study’s topic. You can also create teaser content from snippets or excerpts of the video to pique the interest of your audience and direct them to the full video for more in-depth information.

These strategic placements will help you maximize the visibility and impact of your video case study across different channels and engage your target audience effectively.

Case study video examples worth watching

Want to see some effective case study video examples? We’ve put together a short list here with some key takeaways and tips for video case studies that might prove helpful as you look to create your next video masterpiece.

Video case study example 1

Quick summary: Queen City Candy has a sweet history that spans more than three decades as a buyer, packager and reseller of candy and confections to customers throughout the world. But in 2015 the company began manufacturing candy – all thanks to Siemens automation.
Why it works: The visuals help guide this video as the interviewees describe their challenge and how Siemens helped them discover a solution. It’s impossible to look away while colorful candy floats across the screen. Not to mention the impressive results, like a 40% increase in sales thanks to Siemens technology.
Key takeaway(s): Outcomes and visuals are a critical component of any video case study.

Video case study example 2

What do you do when your company name and identity no longer reflect what you do? You change your name and update your brand with a new look. But there is still work to be done. You need to communicate the changes to your existing customers and attract new ones once rebranding efforts are completed.
Why it works: This piece uses compelling motion graphics and narrative to create a short, simplified message. It helps the viewer see that Marana group knows their struggles when it comes to breaking through the noise and getting their message to prospective customers. It then shares how Marana group can help.
Key takeaway(s): Simple graphics and messaging are key to the success of this case study. A topic than can be complex to share is made simple thanks to motion graphics.

Video case study example 3

Quick summary: Vibrant cities require reliable, convenient and comfortable transportation systems. Get a look at the Charlotte Streetcar and see how the 4-mile-long streetcar line connects the Historic West End through Center City Charlotte to the Elizabeth neighborhood. This Siemens Mobility project shows how transportation is the lifeblood of a community.
Why it works: With this case study, viewers understand how the Charlotte Streetcar is helping bring a city together – connecting diverse neighborhoods and making them more accessible for all. It also highlights the key features and benefits the city has come to appreciate from the Siemens Mobility Streetcar.
Key takeaway(s): Customers are often your biggest promoter – if you have a project that has gone well, further build the relationship by sharing the story together with your customers.

Cynthia Kay

Cynthia Kay founded Cynthia Kay and Company media production 35 years ago. The company produces communications for organizations from Fortune Global 100 to small businesses. A graduate of Michigan State University, Kay holds a master’s in communications from Western Michigan University. She is the Past Board Chair of the Small Business Association of Michigan (SBAM) and the National Small Business Association (NSBA). Cynthia has been honored with many awards including numerous Tellys and Woman Owned Small Business Supplier of the Year from Siemens in 2018. She has been named One of West Michigan’s 50 Most Influential Women 5 times. She is also the recipient of over 30 broadcast awards from UPI, AP and other news organizations.

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How to Create Case Study Videos That Convert New Customers

Video is a powerful sales tool, and using the words of your satisfied customers in a video makes your videos even more successful.

Showing potential customers the experiences of others just like themselves on tape lends a humanizing quality to your business. Your potential customers see that your product or service does what you promise on your website, making them more likely to do business with you.

In this article, we’ll cover the basics of what case study videos are, why they’re important for your business, and how to create your own creative testimonial videos:

What is a case study video, why case study videos are important, types of case study videos to use, case study video template: creative case study videos in 10 steps, where to use your case study videos.

A case study video is a persuasive video businesses use to showcase the value of their products and services by utilizing real customer stories. These customer stories, known as testimonials, give your case study videos — and your claims about your business’s offerings — authenticity.

To be considered a great testimonial video, it must:

Include on-camera interviews with customers, telling stories of their experience with your product or service
Show how your business solves a specific customer issue
Use statistics, figures, and information that back up the story the customer tells
Focus on the benefits of your product or service, not its features

Case study videos can be created for virtually any industry or type of business, and they offer a variety of benefits that other types of marketing videos and materials cannot.

When you create and share a case study video, it raises awareness about the impact of your product or service, not just the features that you tout in your other marketing materials.

Here are some reasons you should make creating customer testimonial videos part of your video marketing strategy :

They’re Persuasive

It’s all well and good for you to tell your potential customers how they’ll benefit from using your product or service, but the stories your satisfied customers can tell are far more persuasive.

In addition to the words spoken in your case study video, choosing video over text testimonials is powerful.

Studies show that people retain only about 10% of what they read. So no matter how compelling the story you tell via the written word is, your visitors won’t retain much of the information.

Contrast that to a retention rate of about 95% for video and it’s easy to see why video case studies are influential for helping you meet your business goals.

They’re Engaging

For many consumers, reading an article is a time commitment they just don’t want to make. Instead, the vast majority – 72% by some accounts – would much rather watch a video containing the same information as a written article.

By putting your customer testimonials in a video, you get higher engagement from visitors , thereby making your efforts more effective in the long run.

They’re Emotional

Customer testimonial videos feature your customers’ experiences, helping them establish an emotional connection to the viewer.

Putting a human face to a story, especially one that focuses on how your products or services have helped the person in the video, is a powerful tool for marketing your business.

Your video doesn’t have to immediately impact a viewer to be a worthy part of your marketing. An estimated 95% of purchasing decisions are subconsciously tied to emotions, so if your video can affect any emotional response in your viewers, it could lead to increased sales for you .

They’re Versatile

Video testimonials are endlessly useful across a variety of marketing channels.

You can post them on your website , share them on social media, and embed them in emails. But you don’t always have to use the entire video. You can edit specific scenes to utilize in social media campaigns or to add to other marketing videos.

There are three major types of case study videos you should consider adding to your video marketing strategy:

Customer Testimonial Video

This type of video is a fairly straightforward production and is among the easiest type of case study videos to produce.

In a customer testimonial video, you ask your customers questions about their experience with your business and how it impacted their life. Because the testimonial only requires you to sit down with your customer, you only need one shoot location and minimal editing to produce a video.

Customer Review Video

Similar to a customer testimonial video , a customer review video simply features one of your satisfied customers talking about your product or service.

However, a review video differs from a testimonial video in that, in a review video, your customer should focus more on the features of the product or service they’re reviewing instead of the value that product or service provided them.

Depending on your plans, this video may or may not include footage of the customer utilizing your product on camera.

The interview portion of the customer testimonial video requires just one shoot location and some minor editing. If you add footage of your product in use, the complexity of the shoot and editing increases.

Case Study Narrative Video

This is the most complex type of case study video.

A case study narrative video should include on-camera interviews with customers and some B-roll visuals, such as the customer using your product, or your team interacting with the customer. This type of video also may include graphics and font treatments.

Because it’s more complex, it requires more shoot time and strategy and a higher amount of editing.

Once you have determined the type of case study video you want to create, it’s time to move into the planning stage.

Even if you think you’re just shooting a simple customer testimonial video and you can “wing it,” taking some time upfront to plan and prepare for the video creation process will pay off in the long run.

Here’s how to make a great testimonial video in 10 easy steps:

Think Like Your Ideal Custome r

Like any other marketing materials, you need to plan your case study video with your ideal customer in mind.

Be as specific as you can when thinking of your intended audience, as this will help you better plan, shoot, and edit the video so it has maximum impact. This includes identifying as many specific goals and pain point your ideal customer has, allowing you to ensure that you cover those items when shooting the video.

Even if your product appeals to a very wide audience, the more focused and narrow you can make the targeting on an individual video, the better your results will be.

Ask the Right Questions

To help you develop the key message of your video, you need to really understand the problem your target audience experiences and how your offering solves that problem.

Crafting this message means you need to ask yourself several questions, including:

What do my customers care about?
What does my business offer customers that our competition doesn’t?
Why do customers use my products or services?
What does my business help customers achieve?

As you answer these questions, you should see a pattern begin to emerge that points to a specific subset of your audience your video needs to target.

Choose the Right Featured Customer

With the key messaging for your video decided, identifying what customer to present your message to is the next important step.

To help you narrow down your list of options, use the following criteria:

They should fit with the video’s target audience. This could be because of a match in demographics, a shared problem, or other key characteristics both your customer and the audience share.
They should have a compelling personal story to share.
They should be comfortable talking and appearing on camera.
There should be data and information to back up their story, either provided by the customer or kept by your company.

After you’ve identified the best person for your customer testimonial video, approach them with your request. These requests are better done in person or over the phone, lending a personal touch to the request, but email will suffice in a pinch.

When you ask if they’d be willing to participate, be clear about what you’re asking them to do, including the amount of time they’ll need to dedicate to the process. Answer questions to alleviate their concerns, and let them be involved in the planning process as much as possible.

If necessary, you can offer something to help entice them to participate, such as a discount or even the B-roll video shot for your video which they can use in their own marketing.

For those who want to participate but may not be able to shoot in person due to distance or scheduling, you can ask them to record their own video testimonial and send it to you.

Plan Out Your Video

Part of what makes case study videos so compelling is the stories they tell.

To ensure that your video is telling the right story, you need to take time to plan out the story arc so everything makes sense.

As you plan out your video, keep the following four stages in mind:

Character introduction: The central “character” of your video should be the customer whose testimonial you are featuring. Make sure they are engaging and can tell a story that will resonate with your audience. While you may also include other people in your video, there should still be one central character who is the focus.
Establish conflict: Your video needs to present a conflict that your business helped your customer overcome. This conflict will be the main pain point that brought your customer to your business, the problem they were looking to solve.
Explain the solution: The solution shows your viewers how your product or service helped solve your customer’s problem. Even though the narrative of your customer’s story should be central to your video, backing up the things they’re saying with data and statistics makes the video more compelling.
Provide a resolution: Once you’ve shown how you solved your customer’s problem, you need to provide a way for the viewer to take action of their own. Whether you want them to book a consultation call, fill out a form, or purchase a product, make sure your video ends with a clear call-to-action and set of next steps.

Gather Background Interviews

Now that you have the video’s arc planned out, you want to shoot a series of test background interviews with your customer.

These videos will give you a better idea of the responses you’ll get on camera when you’re actually shooting the video and can help you better define your video’s script. Additionally, these videos are a way to help familiarize your customer with the questions you’ll be asking and how they can answer those questions in a way that’s camera-friendly.

Whenever possible, conduct these background interviews in-person or over video conferencing software to get your subject used to answering questions for a camera.

Some questions to consider asking during this stage include:

What does your business do?
Who are your customers?
Where are you located, and how long have you been in business?
What challenges did you face before coming to us?
Why did you decide to use our products or services?
What makes us different from our competitors?
What’s it like to use our products or to work with us?
How have you benefited from using our products or services?

Write the Script

You may be tempted to hire a professional writer to handle this portion of your video planning process, but you don’t need to be a pro to write a great customer testimonial video script! In fact, you may be better suited than an outsider to write your video’s script because of your intimate knowledge of your business and what brought your customer in your door.

Using the story arc you planned out and the background interviews you conducted as a guide, put pen to paper and write down the script for your video. Make sure you follow your arc and leave space for the interview portions of your script.

As you’re writing, remember that you don’t have to be long-winded to be effective; in fact, a majority of consumers prefer short-form videos to longer ones .

If you’re concerned with how long your video will be in the end, time yourself slowly reading the script and cut as needed to get it within the time limit you’re shooting for.

Add in Stats and Facts

Your customer’s story is a powerful marketing tool, but the ability to add in facts and data about how your product or service helped them only amplifies its impact.

As you’re writing and revising your script, look for places where you can add facts and figures that either you or the client provides. This information should relate to things such as how your product or service helped them increase sales, increase customer conversions, or some other measurable action.

While you could just read these numbers out during your video, they will stick more in the minds of your viewers if you put them on the screen somehow. Consider either putting a chart physically next to your customer as they talk about the stats, or adding a graphic during post-production.

Choose Your Shoot Location

Where you opt to shoot your video has a big impact on the overall look and feel of your case study video.

You want to choose a location that’s not too visually boring, but also not so busy that it distracts from the subject of your video. You also need to find a place that’s not going to be so noisy it will cause issues with the sound as you’re shooting.

The industry your customer works in may help determine your shooting location, too.

If they’re an attorney, shooting in their office may be ideal. For someone who works a more active job, such as construction, shooting outdoors might make sense.

Draw up a Shot List

Sit down with your video script and plan out a list of the shots you want to get, including angles, so you can walk into the shoot ready to go.

For your interview segments, try to plan out a variety of angles and shot sizes to create some visual interest since they’ll all include your customer. Also, plan out your B-roll video so that you don’t risk missing something that could really make your video pop.

Don’t Forget Day-of Details

As you wrap up the planning of your customer testimonial video and move into the filming stage, here are a few things to keep in mind:

Check the noise level and lighting of your location before you begin shooting. There’s nothing worse than having to re-shoot everything once you realize there’s too much background noise or that your subject is in shadow the whole time.
Tell your interview subject to answer questions in full sentences, restating the question if necessary, rather than short words or phrases. Anything extra they say can be edited out of the video in post-production.
Plan to spend a significant amount of time collecting B-roll footage, including your customer at work, your products or services in action, and the shoot location. This video will come in handy as you’re editing your video to provide some visual interest.
Overestimate the amount of time you build into your schedule to shoot. It’s much better to wrap up early because you were able to capture everything than it is to rush to stay on schedule and worry about getting all the shots you need.

Once your video is shot and edited, you need to think about how to get it in front of your potential customers.

The good news is that case study videos are incredibly versatile, allowing you to use them in a variety of your marketing efforts.

Some ways to utilize your new corporate testimonial video include:

Embed it on your website, either on your homepage, on a specific product page, or on a page dedicated to customer testimonials
Include the video in marketing emails you send out to potential customers
Share it on your social media accounts
Add the video to your sales pitches and presentations
Promote the video in a digital advertising campaign

Creating a captivating, engaging customer focus video can help you sell your products and services more easily to new customers. Your customers already patronize your business, and they can tell great stories that will resonate with others who face similar problems.

While it may seem daunting at first to plan and shoot your own case study video, with a little bit of time and planning, you can create a video that will be useful for a variety of marketing purposes and help you increase your leads and sales.

If you’re looking for a video training platform that helps you store, organize, and share your customer testimonial videos, give Dacast a try. Try it free for 14 days with access to everything Dacast has to offer. You won’t have to pay hefty start-up fees, sign a contract, or give us your credit card number.

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Harmonie is a Senior digital marketer with over 6 years in the Tech Industry. She has a strong marketing and sales background and loves to work in multilingual environments.

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Both serve the same purpose of customer conversion. However, a video case study has a number of advantages over a written case study, namely:

It is more convincing. A written case study relies on the reader to interpret the message, whereas a video case study allows the message to be received verbatim from the customer in question
It is more engaging. Videos offer moving imagery, bright colors, sound and an upfront run-time. When compared to an unbroken block of plain text, would you really choose the latter?
Videos have a higher conversion rate. Video marketing is powerful . Which is not surprising, especially when considering how easily video can be optimized for mobile (text-heavy content is nowhere near as simple!)

In addition to attracting new customers, case study videos also boost your general brand awareness. Other benefits include:

Versatility. Video case studies can be used across a number of different marketing channels (such as blog content or social media material). They make for excellent evergreen content, as the messaging is not time-sensitive.
The power of persuasion. Having a customer authentically and enthusiastically endorse your brand or product is impactful, delivered in a very consumable and shareable format.
The emotional connection. People have a natural affinity for people, so hearing a personal testimony delivered directly to the camera draws an emotional response and creates a much stronger bond than any ‘buy now’ message.

Most case study videos fall into one of three categories:

Customer testimonials. Customer testimonials are simple, talking-directly-to-the-camera videos where a customer shares their experience with your company’s product or service (most testimonials follow a Q and A style of storytelling).
Customer reviews. Review videos focus less on a storytelling narrative and more on specific features of your product or service.
Narrative case studies. These are the most in-depth case study videos involving on-camera interviews, B-roll (background and transitional) footage and, when necessary, multiple shoot locations. Narrative case studies require more scripting, shoot and edit time than testimonials or reviews.

There are four core steps to creating a compelling video case study. We’ve expanded on each in more detail below. Script and plan out your story. What is the overall message you want to convey? Have you found your on-screen customer? Are there any key scenes?

Prepare for your shoot. Have all the necessary equipment, locations, cast and crew prepped and ready.
Shoot your footage. Make sure to capture both B-roll, close-ups and any other important shots.
Edit your video. Select the best takes from your footage and put it together in a way that tells a cohesive story.

Ultimately your video case study exists to get results: either in the form of new customers or an increase in sales. However, measuring success by only looking at the bottom line does have its flaws: some customers may only convert over time, or pass the message on via word-of-mouth despite not getting involved themselves.

Two other ways to measure your case study effectiveness include:

Usability. Has your video been scripted and edited in such a way that you can use it across all channels and over a long period of time?
Tracking pixels and click-through rates (or foot traffic for retail stores). Implementing a tracking pixel in your video allows you to see how many people are actively engaging with and clicking through to your website. From here you can track bounce rates, conversions and time spent on the site.

Ready to Reap the Value of Video?

By following these case study video guidelines, you should have the confidence and knowledge to create high-quality videos that help sell your product or service. Of course, we at Superside can always help if you need a hand getting started.

Our team of skilled professionals will work with you every step of the way to ensure that your video is just the way you want it - and within budget. From scripting to shooting to editing, we'll take care of everything so that you can focus on what's really important: your message. Contact us today and let us show you how video case studies can take your business to the next level.

Screen Recorder

A simple Google Chrome plugin to create, edit and share great videos by recording your webcam and screen.

Video Hosting

Upload and host your videos in an ad free environment. Customize player to match your brand and divedeep into view analytics.

Convert images, text and GIF into videos using our drag and drop video creator.

Automate video creation on your platform or app.Stable enterprise solution for high-volume video requirements.

Video Editor

Webcam Recorder

Ultimate Guide to Case Study Videos in 2023

A case study (or three) may be the secret ingredient your video marketing strategy is missing. If the last time you heard ‘case study’ mentioned was the days you were slaving over your schoolwork, think again! Case studies, particularly when put in the evergreen and easily-accessible form of a video, offer your clients and potential clients a great way to understand the value-added nature of your brand, and build trust too.

Today the StoryXpress team dives in-depth into the world of case study videos, and how to make them work for you.

Wait- What is a Case Study?

In the marketing world, a case study means a detailed analysis of a particular marketing campaign, strategy, or initiative undertaken by a company or organization. You can also effectively use the case study format to illustrate in-depth how a specific product or service you offer gives back tangible value to your customers.

What marketing case studies share in common with the ‘boring’ style you may remember from academia is the process. You will examine the process, results, and impact of a marketing effort, service, or product in a particular context, often including information about the company or client who benefited, targets to meet, competition, and goals.

Case studies are a fantastic tool to illustrate how a specific approach was successful (or even unsuccessful, if you’re smart about presentation), and to draw insights and lessons that can be applied to others. While they were once only used in ‘in-house’ marketing education, today they can be a valuable addition to your marketing lineup, as well as further consulting and research to help companies offer their clients more.

How Can Video Case Studies Be Used in My Marketing?

Still not sure what we mean? Imagine yourself as the company bringing to life the very best HEPA-certified vacuum on the market. It’s new, it’s exciting, and it can revolutionize how your clients clean and enjoy their spaces.

Of course, you already have some smart marketing endeavors in place to get this baby launched. You’ve waxed lyrical about how revolutionary the product is.

You’ve spent time creating some humanizing behind-the-scenes video to show how strongly you and your team believe in the product. You have glitzy promo media in the bag. You have fantastic user-generated content lined up to show the impact it’s had on customers who’ve already trusted your product….

Hang on a moment!

If you’re still not sure how a ‘case study’ can be leveraged to help you market your brand, perhaps we should redefine it. Video case studies help the eventual viewer understand how something you did impacted the client you did it for.

With specific, tangible details, not marketing abstracts. Useful in-house to improve your services, yes, excellent for research, but also a potential goldmine for the marketer looking to showcase their brand to new people, too.

How to Leverage Video Case Studies Effectively

Now imagine your company can also bring to life a real, details-focused ‘study’ of how your new super-vacuum has enhanced clients' lives. Not merely a few lines of feedback here and there, but an in-depth look at a real-life situation and the very tangible solution you brought to the table.

Let’s imagine you sold this product to Johnny and Jane, star-crossed lovers, one of whom has terrible allergies, and the other who has a beloved dog. They desperately want to move in with each other to start their life together, but what are they to do? The dog is a precious and beloved family member, but you also can’t pitch up at work red-eyed and dripping every day.

Now imagine that, instead of simply telling your audience how your super-vacuum can help people like Johnny and Jane, you viscerally show them the impact you had on this specific pair, with real stories that will capture emotion and humanize your product as well as showcase its best features and potential.

The StoryXpress team is willing to bet you already care a lot more about the outcome for poor old Johnny and Jane (and Fido, too) than you ever did about a mere cleaning tool, right? And therein lies the marketing magic smart video case studies can bring to your table.

There’s three styles of video case study to consider- the long-form narrative, telling the whole story. And the shorter customer testimonial and review. Each will become a cornerstone of your video marketing strategies, so they’re worth investing in.

Why Choose Video Case Studies?

Of course, the traditional case study is written, and such readable media will always have a place in your marketing efforts. But the case study and video go hand-in-hand, and a video case study can pack a much more powerful punch.

Video is a powerful marketing tool because it can communicate a lot of information quickly and effectively, while also engaging viewers emotionally.

Video is highly attention-grabbing, and can capture a viewer's attention quickly. It combines visuals, audio, and storytelling to create an immersive experience that keeps viewers engaged, appealing to all our senses and disseminating a message speedily.

Video can be used to build trust with your audience by showcasing the people involved, as well as your brand's personality, expertise, and values. Seeing real people and hearing their stories creates an immediate emotional connection with your brand.

It’s also a great way to explain complex concepts or products in a way that is easy to understand, making it perfect to demonstrate how a product works or showcase its features.

For marketers, video has been shown to increase conversions and sales. People are more likely to make a purchase or take action after watching a video than they are after reading text or looking at images, because of this deep impact.

Video can be easily shared on social media and other platforms, helping to increase engagement and reach. Videos that are entertaining, informative, or emotionally engaging are more likely to be shared.

So by opting for a video case study over other formats, you have the perfect vehicle to draw in your potential audience and help them see and understand the benefits of your products or services in a palatable, entertaining, and easily-digestible format.

Aren’t Videos Expensive?

Videos can be one of the most expensive (and time-intensive) content types to generate, but when well-planned and executed, they can also deliver fantastic ROI. While we’d all love to have a Hollywood budget to work with, however, that’s simply not the reality. Luckily, there’s a lot you can do to bring down your costs.

Planning well will always be your first step. Create a clear video marketing strategy and plan ahead to avoid any last-minute expenses or delays. This can help you identify areas where you can save costs, such as filming in one location or using a smaller crew. We’ll look at the right sort of footage for a video case study in a moment.

Ensuring you use the equipment at your disposal smartly helps, too. A good camera, tripod, and lighting equipment can go a long way in creating great videos, even without the fancy bells and whistles.

You may also be able to repurpose existing footage from previous projects, events, or other marketing campaigns to create new videos, helping to save time and money on filming and editing. Chances are you already have great promo footage to use in your case study video, so don’t reinvent the wheel needlessly.

While professional editing can be worth every penny, it’s also not always needed- especially for ‘behind the scenes’, personality-driven content like this. There are many affordable video editing software programs available that can help you create professional-looking videos.

Don’t forget the StoryXpress suite of tools, available at your fingertips! For example, our screen-grab tool could help you create data-backed visuals.

AI Offers Quicker, More Cost-Effective Case Studies

But what about ‘talent’? Well, for starters, in this specific format, real is always best. Why blow your budget on fake actors, when you can get the real Johnny and Jane on-camera to talk about their experience, and your real team to talk about the product?

You can also leverage the powerful abilities of text to video conversion to both speed up production time and reduce your costs substantially. All that’s needed is the script for your footage. It is uploaded to the program, and within minutes you’ll have realistic artificial humans, easily adaptable to speak compellingly to any demographic or need you have, to narrate the script for you.

You can even easily create multiple versions of the same script, better suited to niche aspects of your audience. The more powerful options on the market even allow you to add value by converting PowerPoint slides and other visual media to incorporate into the narrative.

If you’re looking for a way to make video content faster and more cost-effective to generate, using AI video generators should definitely be on your to-do list.

By being strategic and creative with your video marketing efforts, you can reduce costs while still producing high-quality and effective videos.

What Makes a Successful Case Study Video?

Obviously, the aim of using video case studies in your marketing efforts isn’t to drone on like a research scientist and bore the pants off your audience! As with all effective video marketing, you need to create an attention-grabbing, compelling narrative that pulls the viewer in. Here are some components every successful case study video should have:

Think like the customer, not the creator. Answer questions that matter to them, and demonstrate the value of your product or service.
Tell a compelling story that engages the viewer and highlights the key elements of the case study. It should have a clear beginning, middle, and end, and should showcase the challenges, solutions, and outcomes of the case study. Going back to our earlier example, the focus of your new case study video isn’t how great your product is, but rather the heart-tugging power of how it could help bring Johnny, Jane, and Fido together for their happily ever after. To your viewers, a vacuum is a vacuum- but a touching story of overcoming difficulties together is what will make people keep watching to learn about yours.
Leverage the power of customer testimonials, where the customer shares their experience and how the product or service helped them to achieve their goals. This helps to build credibility and trust with the audience. Don’t tell us about Johnny and Jane- let them speak directly to your audience for added impact.
Show how you solve a specific problem. Your product may do many things well, but use your video case study to hone in on a specific unique selling proposition and elaborate on that. Don’t muddy the water with other things unrelated to the core.
Instead of making this all about your product's features, emphasize the benefits it brings to the table.
Include a mix of visuals such as graphics, charts, and animations to help illustrate the key points and make the video more engaging. Appealing to as many ‘learning styles’ as possible is always smart.
Use stats, figures, and data to back up your claims. For all we are trying to appeal to the watcher, you don’t want to be making false claims, and you want to be able to demonstrate exactly what your unique selling propositions bring to the table.
The messaging in a case study video should be clear and concise. It should highlight the key benefits and outcomes of the product or service, and how it can help the viewer solve their challenges. Don’t waffle- make the facts work for you.

Of course, your video should be well-produced with high-quality visuals and audio. A successful case study video should also include a clear call to action , such as visiting your website, signing up for a free trial, or contacting your company for more information.

Where Can I Use My Video?

Now you have this powerful marketing tool in the bag, what can you do with it? Rather ask yourself what you can’t, because the potential for your new case study is huge. Of course, it should make it to your website and socials, but can also be easily added to marketing emails, sales pitches, presentations , and digital ad campaigns.

With the power of video case studies at your fingertips, and StoryXpress to power up your creation game, you can take your video marketing to a whole new level- and reap the returns for your hard work, too.

Featured Posts

5 impactful case study video examples you can make in 5 minutes

Mattison Hofstedt

November 15, 2023

Think creating impactful case study videos requires hours of filming and editing? Think again! We're about to show you that it's possible to craft compelling case study videos in as little as five minutes, using resources you already have.

In this article, we're excited to showcase five outstanding examples of case study videos that were crafted in mere minutes. Each example demonstrates how you can turn existing written content into a visually engaging and persuasive narrative, proving that effective marketing doesn't always require a lot of time or resources. Let's dive in!

Why case study videos matter

But first, let's address a crucial question: Why are case study videos so important? These videos are not just another marketing tool; they are a powerhouse of storytelling that can significantly boost your brand's credibility and customer engagement.

89% say that watching a video convinced them to buy something.

Videos can simplify complex information, making it easier for potential clients to understand the value proposition. A well-executed case study video can act as a persuasive testimonial, driving more leads to convert.

91% of folks want to see more videos from brands in 2023.

Sharing success stories humanizes a brand. When existing clients see their stories being showcased, it fosters a sense of pride and loyalty. For potential clients, seeing real-life success stories in video builds trust and credibility.

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text

Videos are more engaging than text. With the right storytelling techniques, a case study video can keep viewers hooked till the end, increasing the chances of them taking the desired action.

Myth busting: You don't need client footage

Now, let's debunk a common myth: You don't need extensive footage of your clients speaking to create an impactful case study video. The secret lies in leveraging the written case studies you already possess.

By combining this existing text with relevant images, be it supporting visuals or simple headshots of your clients, you can narrate a compelling story. This approach not only eases the process for you but also respects the privacy and time constraints of your clients, who may be hesitant or unable to participate in video recordings.

5 fast and effective case study video examples

Now we’re going to show you 5 outstanding case study video examples crafted in mere minutes. Each demonstrates turning written content into engaging, persuasive narratives, proving effective marketing doesn't always need extensive resources.

Example 1: Challenge, Solution, Impact

The structured approach.

The Challenge-Solution-Impact format is a classic yet powerful structure for case study videos. It's simple: just fill in key details under each heading. We combine industry-relevant footage with images of the individuals behind each case study, creating a compelling narrative that resonates with viewers.

Example 2: Authentic Testimonials

Customer voices amplify your brand.

There's nothing quite like a customer's perspective to make your offerings relatable. Quick testimonial videos lend credibility and build trust in your brand. Easily produced, these videos gather customer insights through emails or forms, showcasing genuine experiences in a straightforward format.

Example 3: Powerful Single Quotes

A quote that speaks volumes.

Sometimes, a single, strong quote is all it takes to captivate and encourage further exploration. This format focuses on a standout quote that represents the essence of the customer's experience, making a lasting impression with just a few impactful words.

Example 4: Results-driven stories

Highlighting success stories.

Start with the end in mind - showcase the tangible results achieved by your clients. Whether it's a significant increase in LinkedIn followers or other measurable successes, using results as a narrative driver, complemented by supporting visuals, creates a compelling and aspirational story.

Example 5: Narrative storytelling

Engage with a story.

Narrate the customer journey as a story. This approach tends to capture attention more effectively than plain text, inviting viewers to follow a relatable and engaging narrative from start to finish.

Effortless case study video creation with Storykit AI

As we've explored these diverse and engaging case study video examples, a key theme emerges: simplicity and efficiency in video production.

This is where Storykit AI becomes your invaluable tool. Imagine the convenience of creating these compelling videos by simply copying and pasting text from your existing case studies into Storykit AI. It's a game-changer.

Quick and user-friendly process

Storykit AI streamlines the video creation process, making it accessible even for those with no prior video editing experience. The process is as simple as it sounds: take your written case study, copy the text, and paste it into the Storykit platform. Within minutes, you have a foundational video ready.

Personalization and flexibility

But it doesn't stop at just generating a video; Storykit AI offers the flexibility to tailor and edit. If there's something in the automatically generated video that doesn't quite fit your vision, you can easily make adjustments. This customization aspect ensures that the end product is not just quick to create but also aligns perfectly with your brand's message and aesthetic.

A five-minute transformation

The most striking aspect of using Storykit AI is the speed. In about the time it takes to enjoy a coffee break, you can transform a written case study into a visually engaging video narrative. This efficiency doesn't come at the cost of quality either. The platform is designed to produce professional-level videos that are ready to captivate your audience.

Case study videos will be a game changer when it comes to your marketing game, and if you have Storykit AI by your side, there is no reason not to be creating them. Whether you're looking to create a structured case study, a powerful testimonial, or a story-driven video, Storykit AI equips you to do so in a matter of minutes, not hours. Embrace this tool and watch as your case studies come to life in a whole new way, engaging and inspiring your audience like never before.

Ready to create high quality videos? Try Storykit today . First time here?

Hello. We’re Storykit, the complete video creation tool that transforms any text into compelling video content. Our thing is video for everything, video for everyone. And by everyone, we mean everyone who wants to do high volume, even higher quality video. Everyone who doesn’t have the budget or time for traditional production. Everyone who has absolutely no editing skills. Everyone with a content plan. Everyone without a content plan. Everyone who’s never made video in their life. That everyone. Let’s do it. Let’s Storykit it.

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Home › Blog › Audience Ops Case Studies › Video Case Studies for Marketing

Video Case Studies for Marketing

We live in a world where it’s increasingly difficult for businesses to draw attention to themselves. Marketing methods are constantly evolving and “traditional” avenues often lose their effectiveness. Businesses need innovative ways to engage their audiences and compel them to take action.

Video case studies are a modern and effective marketing tool that have proven to be a game-changer for many companies. There’s a good reason why video is a top marketing investment among brands…

The great news is that video case studies are a marketing strategy that can work for businesses at all stages – not just those with huge audiences and years of content. Let’s dive into how they work, and how you can make them work for you.

What is a Video Case Study?

A video case study is a powerful storytelling tool that encapsulates three essential elements: the subject (your customer), the story (their experience), and the solution (your product or service). It weaves together these elements into a compelling narrative that resonates with your target audience.

Key Elements of an Effective Video Case Study

The Subject (Customer): The heart of any case study is your customer. Their authenticity and relatability are crucial in establishing a connection with your audience.
The Story (Experience): Your case study should vividly narrate the customer’s journey, focusing on the challenges they faced, the solutions they sought, and the transformation your product or service enabled.
The Solution (Your Product/Service): Showcase your offering as the hero of the story, demonstrating how it provided the ultimate solution to the customer’s problems.

Why Video Case Studies are Crucial for Marketing

Video is nothing new, but video case studies have emerged as a critical part of marketing strategy for businesses of all sizes. (If you’re not sure about what we mean by case study, check out this post: What is a Marketing Case Study? ).

Video case studies are great for providing the following advantages:

Engagement: Videos Trump Text and Images

One of the primary reasons video case studies are indispensable for marketing is their unparalleled engagement factor. Videos have the unique ability to captivate and retain viewers’ attention better than static text or images. They provide a multisensory experience that resonates deeply with the audience. According to this article from Sprout Video , viewers remember 95% of a message when delivered by video, compared to just 10% when delivered via text.

Video is Popular Online

Statistics don’t lie. According to recent studies, video content accounts for a significant portion of online traffic. Viewers are more likely to click on and engage with videos than with any other form of content. Consider these figures:

Video is the top marketing investment of B2B brands.
92% of video marketers report that it gives them a positive ROI.
People watch an average of 17 hours of online video per week.

Our Brains Prefer Video

Our brains are wired to process visual information faster and more effectively than text. Videos leverage this innate preference, making it easier for your message to sink in and leave a lasting impression. Furthermore, video provides a more evocative experience for the senses, helping to drive an emotional response.

Building Trust Through Real Stories

In a world where skepticism reigns, authenticity is your greatest ally. Video case studies provide a platform for real customers to share their genuine experiences, helping you build trust with your audience. “Social proof” is a critical influence over consumer purchase decisions, and people look to real-life examples to reassure themselves that they’re making a good choice.

Video is Highly Shareable

Videos are inherently shareable on social media platforms. A well-produced video case study has the potential to go viral, dramatically expanding your reach and impact.

Produce Written Case Studies to Pair with the Video for Maximum Impact

Even though we’re wired for video, you may want to pair a video case study with a more traditional written case study. Some individuals and companies will appreciate both the written and video presentation of social proof.

Once an interview is complete, you’ve already got the basis for written content, so learn how to create a solid written case study and you now have more options for your sales and marketing teams to use.

Benefits of Video Case Studies for Businesses

Businesses can derive several benefits from video case studies. Check these out:

Sales and Conversions

The ultimate goal of marketing is to drive sales and conversions. Video case studies play a pivotal role in achieving this objective by providing tangible proof of your product or service’s effectiveness. 80% of video marketers say video has directly increased their sales.

Boosting Online Visibility

Video content can enhance your website’s search engine optimization (SEO). Search engines love videos, and they reward SEO-optimized videos with higher rankings, leading to increased organic traffic. On Google search results, video hits are shown near the top, helping to further boost visibility.

Repurpose Across Different Channels

Video can give your brand an extra visibility boost when you repurpose it across different channels. One video can be used for multiple different formats. For example, you might post outtakes to Instagram or Facebook, or even take quotes from the video to use in text.

Brand Image and Reputation

Your brand’s image is influenced by the stories you tell. Real success stories featured in video case studies help you cultivate a positive reputation, fostering customer loyalty. The biggest “pull” factor is that customers tell stories in their own words and help to attract others who may have similar circumstances. People tend to look for other people who have similar needs to their own.

Gain Valuable Feedback

Video case studies also serve as a valuable feedback tool. They allow you to gain insights into your customers’ experiences, identify pain points, and make improvements where necessary. You can get excellent, candid feedback from customers who are comfortable enough to help with a video case study.

Common Misconceptions About Producing Video Case Studies

We get it, sometimes the very thought of producing video of any sort just sounds like a lot of work. If you’re always busy, you might be thinking, “but I don’t have time to manage this,” or “this will be expensive to get someone else to do.” The good news is, these don’t have to be barriers to getting your own quality video case studies produced. Common misconceptions include:

Cost: Are Video Case Studies Expensive?

Producing high-quality video content doesn’t have to break the bank. While there are costs associated with video production, the return on investment (ROI) through increased sales and brand visibility often justifies the expense.

Can you do it yourself? Sure! Video case studies don’t necessarily need a huge amount of expensive equipment to produce. One thing to be aware of is that they do need a significant amount of time. You need to take enough time to work with the client and ensure you craft a compelling story. You’ll need someone who is skilled as an interviewer so that the best stories are extracted.

Not into doing it yourself? You’ll find that as you look around, there is huge variation in cost. Some might seem on the cheap end while others will seem expensive. Our recommendation is to check out samples of their finished products and find out about their process for producing them. Find a service provider with a finished product that you like who follows a process that works for you and your customers.

Time: Does it Take a Lot of Time to Produce a Good Video Case Study?

There’s no sugar coating it; creating a high-quality video case study requires time and effort. Some of the tasks involved include:

Identifying customers who would be great case studies.
Reaching out to those customers and getting their buy-in.
Setting up goals and desired outcomes for your case study.
Devising questions.
Setting up an interview or interviews.
Technical set up including sound and visual quality.
Conducting the interview.
Editing the interview video and identifying the most impactful parts.
Producing a final video.
Checking in with the customer to make sure they’ve happy with the video.

However, you’ll find that long-term benefits far outweigh the initial time investment. The value of a well-crafted video case study continues to grow over time.

Complexity: Is Video Production a Complex Process?

The production process for video case studies may seem complex, but with the right team and resources, it becomes a manageable and rewarding endeavor. At a bare minimum you need a strong interviewer and a great videographer/video editor. Of course, you also need the right equipment to produce a quality video, but here’s a secret – your equipment doesn’t need to be hugely expensive and you don’t even have to be in the same location as your interviewee.

Experienced teams will have a process worked out that helps them to reduce complexity and efficiently produce a great video every time. For the sake of reducing your own workload, it can pay off to hire a service to produce video case studies for you.

Success Stories: Video Case Studies

What do successful video case studies look like? Here are some examples of videos that have been produced by Audience Ops for clients. These clients are successfully using the case studies to share impactful stories of their customers and draw in more business.

Successful Dockwa user, Menemsha Harbor makes for a compelling “why” for other marinas to use their software. You can see that a key factor which makes their story so attractive is the inclusion of concrete numbers. Viewers can see that Menemsha Harbor had a marked improvement in KPIs. They also tell a relatable tale of their former struggles with the administrative side of marina management.

Mothership has produced a few different case studies with Audience Ops, each profiling a different client that successfully works with their software. What makes these successful? Each user tells a compelling story about how their business has been improved through using Mothership. They include numbers and give a vivid picture of “before and after,” to help viewers relate to their story.

Case studies are perhaps especially important when it comes to anything involving health and wellness. Bened Life is well aware of this, and of the healthy dose of skepticism that people who have managed symptoms for a while tend to carry with them. Their video case study was produced by Audience Ops and is impactful because the interviewee doesn’t mince words when it comes to her experiences. It’s a raw, human look at how their product has made a difference.

Why Choose Audience Ops to Produce Your Video Case Studies?

Audience Ops is an expert team when it comes to telling the stories of your customers that people want to hear. We offer:

End-to-end service. “Done for you” is a pretty big deal in these hectic times, and that’s exactly what we offer. From conceptualization, to interviewing, through to final edits, we handle it all.

Here’s what the clients who hired us for those case studies had to say about about us:

Final Thoughts About Video Case Studies for Marketing

Video case studies are a powerful marketing tool that can transform the way your business connects with its audience. They offer unparalleled engagement, authenticity, and shareability, making them essential in today’s marketing landscape.

By embracing video case studies, you can build trust, enhance your brand image, and build lasting relationships with your customers. It’s time to harness the storytelling potential of video case studies and propel your marketing strategy into the future.

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How to Create the Most Effective Case Study Videos

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How to Create the Most Effective Case Study Videos

The Video Advantage: Trends & Strategies for Content Marketers 2024

Whether you’re a seasoned marketer or just starting out, staying ahead of the curve is crucial. This ebook is designed to help you take advantage of the biggest content and video trends this year.

How do people come to trust a product or brand that they’ve never heard of?

One word: reviews. They need evidence that your product or service is worth investing in.

In fact, 92% of customers read online reviews before buying and 88% of consumers say reviews influence their online purchasing decisions.

And people are buying online now more than ever.

According to Statista , in 2020 alone, over two billion people purchased goods or services online, and during the same year, e-retail sales surpassed 4.2 trillion US dollars worldwide. If you want a slice of this lucrative pie, you need more than just catchy marketing campaigns.

If you’re looking to lure a good chunk of this audience to buy your product or service, you need to convince them that your product and service is an excellent investment. You need to instill FOMO in them. You need to illustrate the sheer value of your product.

And nothing does this better than video.

To be specific: case study videos.

Case study videos are powerful online-marketing tools for businesses looking to attract new clients, for brand awareness, and to drive revenue. They create trust and trigger an emotional response in the audience, encouraging them to click the ‘Buy Now’ button right away.

Create a stunning video in minutes

What makes a good case study video.

First things first, what exactly is a case study video?

A case study video is essentially a video testimonial from a happy customer or client . It outlines the problems the customer went through, the solutions they considered, their journey towards choosing your product, and then the results obtained after using the product for a certain amount of time.

Sounds technical?

The best case study videos are anything but. They’re engaging, tell an excellent story, and are super persuasive.

And they’re highly effective at boosting sales.

Because, word of mouth recommendations and testimonials are more relevant and important than ever , as most people nowadays aren’t inclined to make purchases without consulting reviews online.

So what are the ingredients required to create an effective case study video?

Include on-camera interviews with customers . The more personal, the better. Try to keep away from scripted interviews as much as possible, because in today’s world, authenticity sells. Check out this article if you want to know more about personalized video marketing .
Show how your business solves a specific customer problem, for example in a how-to video . Weave a beautiful story around your customers' pain points and how your business solved them.
Use stats and figures to back up the customer’s story . Numbers are always a great way to back your point and increase conversion rates.
Focuses on the benefits, not the features . Nobody wants to hear what your product does - they want to hear what it does for them! So focus on that.

Check out this article if you want to know more on how to make a professional video .

Which types of case study videos can you create?

Now, there are several different types of videos you can create for your business. Creating the same type can get boring for your audience so try to experiment with different kinds. Use them in your marketing strategy and on various online video platforms. Or have you ever thought about video prospecting in your sales strategy to make your information more snackable?

Curious about how to create corporate videos ? Look no further! PlayPlay offer you an easy way to craft professional content that captivates your audience and elevates your brand.

Testimonial video

The simplest way to create a case study video is really just to create a testimonial video . Ask your long standing, happy customers if they'd be willing to create an online testimonial video for you or they’d be happy to come into your workplace and create a testimonial video in person.

Testimonial videos are usually very simple to create; they do not require any extravagant set preparations or a long, complex script.

Q&A style interview video

Another popular case study video type is a Q8A (question & answer) style interview video .

You prepare a bunch of specific questions beforehand and ask your consumers to answer them honestly.

There are several ways to conduct this kind of video.

You can conduct a live session on social media (this works really well as a digital-marketing tactic, too, since consumers watch live video 10–20 times longer than on-demand content!)

Review video

A simple review of your product or service makes a great case study video, too.

To add some extra oomph to the video, consumers can demonstrate how the product or service works.

Narrative video

And finally, you can create a beautiful story around your product and service and have consumers pitch in and present their feedback .

A lot of bigger brands are investing primarily in narrative case study videos and it’s usually a huge hit with their audience.

PlayPlay Pro Tip

These different types of video don't have to be mutually exclusive. A best practice in content marketing is to reuse high quality content multiple times. So why not repurpose your video content as well? For example, you can include your customer testimonial in a demo, use it as an ad, or include it in a video slideshow when showcasing the highlights of the year.

How to make a case study video: a step-by-step guide

Now let’s learn how you can create a case study video to further your marketing goals.

Define your audience and their pain points

First and foremost, understand and define your audience.

Who are you creating this case study video for?
What are their pain points?
What solutions are they seeking?
What demographic and geographical location are they from?
Have they bought from you before or this is their first time?

Be as comprehensive as possible in defining your target audience.

Define the key message and objective of the video

Next, what message are you giving via your video?

Essentially a case study video’s primary goal is to establish trust and convince the audience to buy your product. But depending on the type of case study video you’re creating and what stage of the marketing funnel you’re targeting, your objective will vary.

So your objective can differ depending on,

Whether you’re promoting your entire brand and business via the video or a specific product or service,
If you’re creating a case study video to give a marketing boost to your new product launch,
Or if you’re simply looking to increase engagement with your audience on different platforms via social media marketing.

Once you’ve outlined the objective of your case study video, it’s time to decide on your key message . What narrative are you going for? What message would you like to give your audience via this case study video? What solutions would you like to highlight?

Be crystal clear.

Select your subject or subjects

To create an engaging video, you need to choose the right subjects.

Depending on your key message and objective of your video, select customers that will best work for your case study video .

When choosing customers to feature on your video, keep the following things in mind,

Your target audience can resonate well with them
They have a great, persuasive story
They’re comfortable sharing their story with your audience
They have a strong presence on camera

Write your video script

Now it’s time to work on your video script.

A great video weaves a beautiful, persuasive story. And a great story has 4 main stages,

Outline the pain points of your target audience

What difficulties are they going through?

What challenges are they facing?

Opening your video by stating these challenges empathetically is a great way of getting your audience’s attention right away.

Introduce the hero of your story

You can have one strong hero or you can feature multiple people in your video and they can all narrate their unique situations, experiences, and personal stories to add variety to the video.

Explain the solution

This is where you illustrate via text, voice over, or even through your subject’s story how your brand helped the customer overcome their challenges. Make it succinct but informative.

End with a call-to-action

Provide your audience with a resolution and end with a strong CTA to help them take the next step.

What would you like viewers to do? Like your page? Click on your landing page? Buy a limited edition product you’ve come out with? Or simply sign up to receive brand updates? Whatever it is, highlight it at the end of the video.

Include numbers and stats

A great way to add some oomph to your case study video and convince potential customers is by using numbers and stats .

While it’s always a good idea to ask customers to add numbers to their stories, you can also also strengthen your case study video by adding the following numbers,

Quoting industry stats
Mentioning the number of customers you’ve helped
Your social media follower count (screenshots of raving tweets wouldn’t go amiss here!) if your goal is social media marketing
YouTube subscribers if you’re targeting YouTube marketing

And if you’re posting this video on social media platforms, use hashtags to broaden its reach! Make it viral! You want your videos to be watched by millions of people? Learn more in this blog article about how to create your own buzzfeed video .

Decide the format of your case study video

This is where you decide on the type of case study video you’d like to create.

If you’re filming it live with your subject, make sure to,

Choose the right location . You can shoot it in your office, in an open outdoor space, or create a dedicated set for it.
Always create a shot by shot storyboard , to make sure that your subjects, filming crew, and everyone else involved in creating the video know which shot comes when.

And if you’re conducting an online interview via webcam or everyone’s favorite Zoom (for live streaming), make sure to make a list of questions you want to ask . You can always email your subject a list of questions so they can prepare beforehand, as well.

Thinking about the cost of producing a corporate video?

Discover our complete guide on how to budget your corporate video.

Create and edit your video

Now once you have all the B-roll you need, the interviews all nicely shot, and all the extra bits and pieces required to create the perfect case study video, it’s time to start piecing it together and edit it.

However, when editing is concerned, there’s one problem - using complex editing softwares.

Marketers often stay away from using heavy duty editing softwares like Final Cut or Adobe Premiere Pro for several reasons; they're complex, the learning curve is massive, and they don’t always have guidelines available for non-technical individuals and laymen.

This hampers their video creation and editing process.

The solution?

Using an easy-to-use online video creation platform like PlayPlay . It has a huge library of ready-made templates that you can easily personalize with your brand's look and feel.

You can further add graphics (animated videos are all the rage online!), use interesting text styles, fonts and visuals, and play around with a range of other video editing features to make your video ready for social media!

Melissa Francois

Head of Global Content & Comms

With over 10 years of experience in the wild world of SaaS, Melissa cares about building great brand stories and driving community engagement through engaging content. Off the clock, she enjoys long walks and a pint in a cozy country pub.

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How to Create Convincing Case Study Videos [Free Guide]

Craft persuasive case study videos by showcasing problem-solving in 7 steps.

Case study videos are a powerful way to demonstrate how much value your brand will bring to a prospective customer. Using stories from real customers you can create compelling content that convinces you audience to take action.

To watch some example case study videos we've created for our clients: click here!

Download our guide to learn how to research, plan and create captivating customer case study videos that will inform, educate and inspire your audience to take action .

The Straightforward Guide to Case Study Video Learn the step-by-step process to convincing your audience. Packed full of our expert advice on how to identify the right story, choose the right client, and use your video case study effectively. Download the guide

The process of planning and producing video is subtly different each time. Each case study is unique, because each of your customers is unique.

Luckily, there are some general guidelines that should always be followed when creating video success stories.

We've put together a Straightforward Guide to Case Study Video to lead you through the 11 key steps to creating case study videos that build trust, convert leads and close sales. Keep scrolling for an overview of its contents, or just click the button below to download it now.

7 Simple Steps to Creating Convincing Case Study Videos

1. set clear, specific goals.

The first step to getting what you want from case study video is deciding what success looks like. Set some clear and achievable objectives that tie into your wider business goals.

Most likely y ou'll want to use your video case studies to help close sales, convert leads and make your sales team a bit more smiley.

But tweak your goals based on whatever specific target you want to achieve (and make them specific). This way you'll be more likely to hit your target, prove that you hit it, and ask for more money to hit it again in the future.

Free resource: You can use our Video Objectives Template to help you set video goals.

2. Decide on Your Target Audience

How can you create a successful case study without knowing who you're trying to convince?

So it's vital that you narrow down which buyer persona your video is targeted at before jumping any further. This might seem like a simple step, but you'd be surprised how many smart people forget it.

Remember: if you try to appeal to everyone you'll end up appealing to no-one. It's simply not possible to speak effectively to all your diverse target audiences in one case study, so go ahead and just choose one.

3. Find the Problem, Solution, and Your Message

Do you know your target audience's biggest problem and how you solve it?

It's time to identify it. Because this is the cornerstone of your case study video . It's the thing that will prove to viewers you've solved their issues before for others and convince them that you can help them too.

Whatever that core problem is, it'll also become the core message of your video.

This is the major reason why your target audience buy from you. So it needs to be focused on throughout your case study, both in the interview questions and the story (more on that in a second).

4. Choose the Right Client & Get Them Onboard

Now it's time to get down to details. You know which buyer persona your client will need to belong to, but you still need to ask a real client to be involved in your case study video.

It begins with a screening process. You should go through all of your customers and narrow them down based on the target audience/buyer persona they belong to (this will most likely involve job titles and industries), and their ability give a set of compelling answers on camera.

A good rule of thumb: the more similar your chosen client is to the audience of your video, the better . That way viewers will identify with your client more readily, making them more likely to be swayed by your case study.

When it comes to asking your client to be interviewed, it's important to ease any concerns they may have. Be upfront yet gracious. Negotiating 101: the more issues of theirs you alleviate, the more likely they'll be to say yes.

5. Craft the Story Through the Right Questions

All great case studies rest on a compelling story. To extract that story from your client, it's necessary to have some sort of informal pre-interview chat with them to talk through their experiences (and their suitability as case study subject).

Next, the story must be constructed from your client's background, their core problem and their experiences with your product or service. The best structure to follow is the classic 4-part format :

the situation,
the problem,
the solution,
the outcome.

But how do you get your client to tell that story in a natural way? Through the right interview questions.

These questions should set your interviewees up so that they reveal the story and message of the case study authentically through their answers. Make sure they're open-ended, rather than yes/no, to get the most interesting responses.

6. Create the Visual Style

Video is a unique medium. It allows you to express your case study through visuals and sound as well as words.

This is a powerful opportunity, and you should take advantage of using colour, editing and music to reinforce the story you're telling and the brands you're representing.

Good case study videos have a good production value, which subtly confirms that you care about your client and their story. The best videos intersperse their interviews with supplementary footage (also known as B-roll) to keep viewers engaged.

An experienced video agency will help you create the right visual style for your brand before filming, on the shoot itself, and afterwards. In fact, they should support and advise you through the entire case study video process ( like us !).

7. Get Your Case Study Out There

Planning and production aren't the only steps to an effective case study video. You also need to create a marketing strategy for how and where it will be used.

Your case study can be distributed in an almost limitless number of places. This plan should be based on your original objectives and your target audience. Some good general uses for your video include putting it on your website, using it video marketing, and showing it during sales pitches.

And don't forget to include a specific Call-to-Action if you want your audience to take action after watching your video (you most likely do).

Round-Up: Plan for Case Study Success

Follow these steps and you'll be well on your way to creating effective case study videos .

But I'd be lying if I said there isn't more to it than that. There are plenty of other considerations to keep in mind when creating your video, and useful advice that can be invaluable (especially if you're new to the whole process).

Our Straightforward Guide to Case Study Videos will lead you through this process in much more detail, with examples, tips and tricks. Download it for free now to learn the 11 key steps to creating convincing & compelling case study videos that build trust, convert leads and close sales.

Written by Lydia Cockerham Copywriter for Venture Videos — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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Discover the ideal video style to achieve your marketing objectives and instantly receive a cost estimate for its production.

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5 Best Video Marketing Case Studies from 2020 to 2024

June 11, 2024

The world has changed a lot since 2020 – remote working, shorter attention span, short-form videos, buyer journey becoming non-linear, and rapid development of AI tools. Keep your strategy up to date.

That is why we chose successful examples of recent video marketing case studies – from 2020 till 2024.

5 Best Video Marketing Case Studies

Let’s take a look –

Title: BAI Security Customer Success Story – Koncert

Duration: 2:53 minutes

This video marketing case study is produced remotely by Content Beta.

2. Amplitude

Title: Customer Stories: Square

Duration: 1:30 minutes

3. Confluent

Title: Why Instacart Chose Confluent for Data Streaming | Customer Story

Duration: 3:54 minutes

4. Cloudways

Title: How Cloudways Helps Bigfork Achieve More !!!

Duration: 2:16 minutes

5. Omnisend

Title: Your Success Is Our Success: Celebrating The Achievements Of Our Amazing Customers!

Duration: 1:02 minutes

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

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

Key Elements of a Successful Marketing Video Case Study

Here’s a breakdown of strategies you could use to create a strong marketing video case study –

1. Focus on showing real results and ROI

The most compelling case studies highlight specific performance metrics and business impact, like the 743K pounds generated by Ava Estell at a 21% conversion rate . Quantify outcomes.

2. Leverage UGC (user generated content)

User videos and testimonials feel authentic and build trust, as seen in the GoPro and Apolla examples . Involve real customers telling their stories.

3. Personalize the viewer experience

Create an emotive narrative that viewers relate to, with scenarios reflecting their pain points like Dollar Shave Club does through humor.

4. Educate throughout the customer journey

Offer value for viewers at every stage, whether learning about solutions as Ahrefs does via explainer videos or evaluating products through Apollo’s embedded shoppable videos.

5. Entertain and engage for retention

Produce creative videos people want to watch in full, such as GoPro’s extreme sports edits . Gimmicks like Coca-Cola’s celebrity partnerships also captivate audiences.

6. Encourage activations and interactivity

Add direct response mechanisms into videos and campaigns such as Peloton’s usage challenges , to spur measurable actions.

We know how to sell your story using your product UI

Partner with Content Beta for Marketing Case Study Videos

Check out the variety of our work from our Video Portfolio page.

Our team taps into Creative AI for crafting images, writing unique scripts and generating new ideas to market your product story. It’s a blend of AI smarts and human touch, perfect for intricate designs in your case study videos.

We also transform that content into various formats like short videos, blog posts, and PDF case studies, increasing the worth of your content investment. Plus, our Creative and Video Production services come as a flexible monthly subscription—you can begin or pause anytime you want.

Book a Discover Call to know more.

As AI tools continue to develop, they’re likely to play an even greater role in creating successful video marketing campaigns. Studying these case studies is a smart move to make sure your own video strategy keeps up with the changing consumer behavior.

Frequently Asked Questions (FAQs)

How do I create a video marketing case study?

Start by identifying a success story with clear results. Outline your story, focusing on the problem, solution, and outcomes. Connect with your audience through emotions. Capture B-roll of your customers showing the benefits. Hire a creative video editor or use DIY tools to combine all of these.

What are the key components of a video marketing case study?

Include the customer’s challenge, your solution, and the results. Adding customer testimonials or B-rolls of customers using your product adds authenticity and impact.

What budget is needed for producing a video marketing case study?

Budgets vary widely, from DIY with a smartphone to hiring professionals. Factors include research, script, recording, voiceover, animation complexity, video editing, etc. Plan based on your quality expectations and resources. Check out high-touch services from UpWork/Fiverr or low-touch Creative as a Service (CaaS) subscription providers.

What are the challenges in creating video marketing case studies?

Finding willing participants and product users, storytelling, and aligning the case study with brand messaging are common challenges. If you have the right creative design and video production partner, you can scale up operations and repurpose the content to maximize your investment.

Are video marketing case studies different for B2B versus B2C?

Yes, B2B focuses on ROI, long-term relationships, and different stages of the buyer journey, while B2C highlights customer experience and immediate benefits (ad conversions).

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

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

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

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

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

What is a marketing case study?

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

Typically, it includes a few key elements:

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

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

What are the different types of case studies in marketing?

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

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

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

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

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

And in 2024, video case studies are becoming more and more popular. Many companies even use them as remarketing ads to address potential objections.

Why should you use case studies?

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

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

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

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

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

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

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

1. Email marketing case study: Your Therapy Source

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

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

Your Therapy Source marketing case study

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

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

abandoned cart automation using ActiveCampaign's automation builder

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

2. Instagram marketing case study: Converse

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

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

boomsocial screenshot showing how Converse has a higher engagement rate than NIke

Why is that?

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

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

Tyler the Creator and Converse Instagram post case study example

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

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

instagram post showing cross-collaboration between Converse and Tyler the Creator

This is an example of an explanatory case study.

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

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

3. Content marketing case study: porch.com

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

Fractl link building case study showing how they earned 931 unique domains for Porch.com in a year

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

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

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

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

4. SEO case study: Zapier study by Ryan Berg

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

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

blog post by Ryan Berg demonstrating a Zapier case study

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

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

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

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

5. PPC case study: Google Ads and Saraf Furniture

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

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

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

Google Ads case study showing impact for Saraf Furniture

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

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

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

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

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

7. Remarketing case study: AdRoll and Yoga Democracy

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

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

remarketing case study between Adroll and Yoga Democracy

Look at these highlights:

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

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

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

8. Influencer marketing case study: Trend and WarbyParker

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

Warby Parker influencer marketing case study

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

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

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

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

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

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

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

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

10. SaaS case study: Asana and Carta

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

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

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

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

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

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

best practices of using case studies in marketing

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

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

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

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

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

Build CTAs into your case study pages

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

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

Share case studies as part of your email marketing campaigns

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

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

Use case study video ads to overcome objections

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

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

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

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

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

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

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

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

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

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The Ultimate Guide to Marketing Case Studies

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

FREE DOWNLOAD: CASE STUDY TEMPLATES

Showcase success using compelling case studies.

Updated: 12/02/21

Published: 02/16/16

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

Would you be more inclined to:

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

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

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

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

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

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

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

What Is a Marketing Case Study?

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

Benefits of Case Studies

Converting Leads with Case Studies

Choosing a Case Study Format

Conducting a Case Study Interview

Benefits of Marketing Case Studies

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

They Tell a Relatable Story

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

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

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

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

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

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

They Demonstrate Success

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

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

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

They Help Build Credibility

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

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

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

They Help You Convert Leads

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

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

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

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

Marketing Case Study Template

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

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

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

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

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

1. Choose Your Case Study Format

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

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

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

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

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

Transcription

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

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

2. Conduct the Interview

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

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

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

Here are some sample questions for you to consider:

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

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

Ask what it was like finding and purchasing your product.

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

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

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

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

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

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

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

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

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

Create a case study library.

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

Source : Fractl

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

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

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

Surround your case studies with social proof.

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

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

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

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

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

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

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

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

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

Keep your sales team in the loop.

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

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

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

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

4. Determine How Many More Case Studies You Need

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

Cover all of your bases.

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

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

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

Sometimes, less is more.

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

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

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

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

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

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

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

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Employee experience, +44 3448 877 007, the incredible power of video case studies: how they can help grow your business.

As a business owner or marketer, you must be well aware that you need to connect with your customers; storytelling is a proven way to make that connection. This is where video case studies come in! A video case study is an effective way to tell a story through your clients or customers. A powerful and persuasive marketing tool, these videos prove the value of your business , attract new customers, drive conversions and profitability, and much more.

What makes them stand apart from the text-based case study is the addition of a personal element that humanizes your brand. This helps your customers understand how your product or service is solving business problems in the real world. If executed professionally, video case studies can help your business grow. Let us know how!

What Is a Video Case Study?

A video case study is a type of video marketing tool that helps you showcase the value of your service or product through your customers or clients. Based on the problem-solution approach, you can discuss a case study (previous successful projects) and to make it more authentic add your customer’s testimonials. In brief, an impactful video case study would include an interview with your customers, a description of how your business helped solved a problem, show supporting statistics or figures, and most importantly talk about the benefits and not just features.

Type of Video Case Studies

You can use the following types of video case studies for your business.

Customer testimonials: These videos are very direct and let your customers share their experience with your product and service. You can ask questions such as what issues they were facing, why did they choose your product, how the product helped their business (you can include facts and figures here too), and more.
Customer reviews: In this type of video, your customer can primarily focus on the features and benefits of using your product or service.
Case study narratives: It is more technical and a bit complex than the above two types. You can include a problem statement, quotes or interviews from the customer, graphs and tables, animation, graphics, and other elements to make it more appealing.

Where Can You Use Video Case Studies

Once you have your impactful video case study, it is time to get it out for maximum outreach . Fortunately, you can use these videos for a long time if there has been no considerable change in your product and service. Plus, because of the versatility, you can use it across different marketing platforms both offline and online.

Embed it on your website on the home page, product page, landing page, or a case study page if you have one
Add it to your email marketing campaigns to share with your leads
Include in your product or corporate presentations, sales pitch, etc.
Share on different social media accounts
Promote it in a digital ad campaign

Why Should You Use Video Case Studies

Video case studies offer various benefits to your business from increasing brand awareness to attracting new customers. Here are some more reasons to add these videos to your marketing arsenal.

Credibility: Since you showcase your successful projects in a video case study, it helps build your brand’s trust and credibility as a solution provider. It helps your customers visualize what they can expect from a collaboration with you.
Engagement: Video is easy consumable content and able to capture your customer’s attention more than text-laden materials. With easy-to-understand information in a visual format, it leaves a lasting impression on your audience.
Sharable: Videos can be strategically shared with your leads, on social media platforms, landing pages, in newsletters and more!
Emotional: Since video case studies use personal elements in the form of customer testimonials, it is easier to connect emotionally with customers.

Create a Successful Video Case Study in 8 Simple Steps

The foremost step is to determine the objective of the video and your target audience. The more you know about your potential customers, you will be better equipped to know their pain points and objectives to make an appealing video.
Make a list of the important questions you want to ask them. For instance, what problems they were experiencing, how your product helped, etc. Make sure to weave your story including these answers around the key message you would want to convey. You would want to focus on how you are different from your competitors, what your customers care about, how your business helps them achieve, and more.
Identify the customer whom you would like to interview for your video case study narrative. When making a decision, choose the customer that aligns with your target audience, should have a compelling story, should be comfortable in front of the camera, and have strong statistics to support the case study.
Make a storyboard and decide what sequence you would want to follow. For instance, you may want to introduce the character first, then discuss the problem, then your solution, and provide the next steps for your target audience to act on. Make sure to add a clear call to action in the end.
Start writing your script. At this stage, you can either do it on your own or hire a professional video marketing company to help you with an end-to-end solution. Keep your video script concise and crisp.
Support your case study narrative with stats and figures. You can showcase how your solution helped increase sales, drive conversion, generate more revenue, etc.
Select the location and the equipment you would need for shooting the video. Identify all the creative and technical requirements for the video production. You can make this easier by hiring a professional video marketing company for a quick and hassle-free production process.
Once the recording is done, now is the time to fine-tweak graphics, animations, voice, background music, transitions, etc. to make an impactful video case study for your audience.

Final Words

Video case studies are a compelling marketing tool for showcasing the value of your product or service. Because of their versatility, credibility, emotional quotient and high engagement rate, these videos can help your business attract new customers, drive sales, and nurture your leads.

Know how Boxmedia can help you create powerful video case studies to accelerate your outreach plans!

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6 ways brands innovated with their video marketing strategies in 2017

The end of the year is always a moment for reflection. Looking back at all the video marketing case studies we published in 2017 provides an interesting glimpse into how brands are evolving their video strategies—and how they’re innovating and pushing the envelope.

Here are six ways to consider upping the game for your brand’s video marketing campaigns next year.

1. How to make the most of six-second ads

Lots of brands jumped headfirst into six-second ads this year including YouTube’s own marketing team . The key to success was to view the six-second ad as a blank canvas rather than a cut-down. As Eric Helin, creative director at Wieden + Kennedy, said of his team’s work on a Duracell bumper ad , “The time constraint gives you freedom to do things you wouldn’t necessarily do in a longer spot.”

The blank canvas of the six-second ad allows lots of options for how to use them. Whether to tell a sequential story as Xbox did, or showcase a full product lineup like La Mer did, brands played with different ways to make the most of those six seconds.

Things get really interesting when brands think about six-second ads as part of a larger campaign—when storytelling expands beyond the boundaries of one ad unit and spans multiple ads served to the same viewer over time.

For instance, KFC used a six-second ad to tease something forthcoming in a later ad. Campbell’s Soup Company used a six-second ad to amplify its longer ad and gain additional reach. And Danone NL used the six-second ad as a way to echo something a viewer had already seen in a previous spot.

2. How to build ads that get consumer attention

In a world where consumer attention is a scarce commodity, brands are realizing that reach is no longer enough . Getting someone’s attention is about way more than the creative itself ; it’s also about the way that creative is served. Enter contextually relevant creative for the win.

“ Groupon used to have a rather transactional approach to marketing. It also used to be very much focused around email,” said Groupon CMO Vinayak Hegde. As the brand targeted millennials and Gen Z, it had to rethink its approach. By looking beyond demographics to behavior and context—and serving up contextually relevant video creative on YouTube—the brand saw a more than 20% lift in brand favorability.

When ads feel more personally tailored, they’re more likely to gain attention. Lime-a-Rita and Yoplait learned this firsthand by building hyper-relevant creative too. The brand teams created ads that would be relevant to the content someone was watching on YouTube. And while it may seem tedious and manual to create dozens of versions of ads, they were able to pull it off at scale with new ad technology.

3. How to build campaigns around live events

Anchoring marketing campaigns around live events like the Super Bowl, the Olympics, or the Oscars is no small feat. The key is acting quickly and planning ahead as much as possible.

Beats by Dre had an opportune moment when its brand ambassador, Tom Brady, was headed to the Super Bowl in 2017. But short on time, there was no way the company could have planned a full-on Super Bowl TV campaign. Acting quickly, the brand pulled together a video campaign on YouTube which they drove to from social media. Scenario planning for both a Patriots win and loss was the name of the game, enabling them to be nimble in the moment.

Budweiser experienced similar challenges with its epic campaign that celebrated the Chicago Cubs’ 2016 World Series win. The aim was to deliver a viral-ready video to celebrate the winner, but the team had to plan ahead for either a Cubs or an Indians win. And they had to be ready to optimize quickly given the short window of relevance.

4. How to collaborate with influencers on YouTube

Influencer marketing gets a lot of hype these days. And no wonder—Carat found that collaborations with YouTube creators are more effective than traditional celebrity sponsorships . But the rules of celebrity sponsorship that brands have been accustomed to for decades don’t necessarily apply when partnering with a YouTube creator.

Brita found that the key to success was all about letting go of control. “It didn’t make sense to try and apply the rules of TV to YouTube,” said David Kargas, director of marketing communications at Clorox.

L’Oréal —a company whose history is replete with celebrity endorsements—knew that if it was going to connect with a younger generation, it had to think outside the celeb spokesperson box. “Young people today increasingly relate to influencers who look and sound like they do,” said Axel Adida, global digital chief operating officer at L’Oréal.

5. How to use video ads as a playground for experimentation

The beauty of digital advertising is that it provides easy ways to test, iterate, and optimize. In that sense, video campaigns on YouTube can be an experimenter’s dream for learning about more effective creative.

Lyft took on one such challenge to see if it could recut its brand awareness ads to drive a direct response in the form of an app install. And in an effort to reuse assets instead of creating a new ad for every platform, the Clinique team experimented successfully with reworking their print ads into six-second bumpers.

6. How to shift from TV-centric strategies to digital-centric ones

As cord-cutters abound and the sheer amount of online content increases, brands are rethinking their media plans and what it means to go from TV-first to digital-first.

Neutrogena is one such brand who experimented with a digital-centric campaign for the launch of a new product. The key to their success was building a content ecosystem on YouTube and using a combination of ad formats to pull viewers through the funnel.

Looking for more practical tips on how to make YouTube videos that people love to watch and share? Check out the YouTube Creative Playbook for Advertising .

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10 Best Video Marketing Case Studies & Insights (2024)

The State of Video in 2024

Top 10 Video Marketing Campaign Case Studies

4. Bailey Nelson

5. Digital Ocean

7. Sail Internet

8. Smart Nora

9. HoneyBook

10. Mobile Muster

Why Work With Vidico

Consistency and Brand Identity

Transparent Pricing on Video Marketing Strategy

Key Takeaways

Video For Growth Newsletter

Stand out with advanced video marketing insights.

The State of Video Marketing 2024

7 Big Name Brand Case Studies on Video Marketing You Need to See

KFC Social Media Case Study Video

Sensis Case Study Video

Contour Digital Campaign Case Study Video

HubSpot Video Marketing Campaign

Squarespace Video Marketing Study

FedEx Video Case Study

Schneider Electric: The Emotional Factor

Summary: video marketing strategies

Creating Your Video Marketing Success

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How to Create Highly Effective Case Study Videos

Phoebe Powell

What is a Case Study Video?

1. Think Like a Potential Customer

2. Ask the Important Questions

3. Choose the Right Customer

4. Plan Out the Story Arc

5. Conduct Background Interviews

6. Write Your Script

7. Back it Up With Stats

8. Choose a Shoot Location

9. Develop a Shot List

10. Sweat the Details on the Day of the Shoot

1. Zoom Testimonial from Zendesk

2. Google AdWords Case Study

3. Slack’s Unique Take on the Case Study

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What is a video case study?

What are the benefits of video case studies?

Are there different types of video case studies?

How to make a video case study

10 top tips for video case studies that succeed

Where to use video case studies

Case study video examples worth watching

Cynthia Kay

Related Posts:

How to Create Case Study Videos That Convert New Customers

Table of Contents

They’re Persuasive

They’re Engaging

They’re Emotional

They’re Versatile

Customer Testimonial Video

Customer Review Video

Case Study Narrative Video

Think Like Your Ideal Custome r

Ask the Right Questions

Choose the Right Featured Customer

Plan Out Your Video

Gather Background Interviews

Write the Script

Add in Stats and Facts

Choose Your Shoot Location

Draw up a Shot List

Don’t Forget Day-of Details

Ready to Reap the Value of Video?