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7 Case Study Video Examples [Updated 2023]

Case studies are a valuable in video marketing, social media marketing, and sales. They make your features and benefits more tangible for prospects. And they help viewers digest and remember key points.

The question is, what does a good case study video look like?

Below, we give you answers in the form of our favorite case studies. We cover video content from giants like Freshbooks as well as SMBs like Moovs. But first, let's talk about...

What is a Case Study Video?

A case study video is a piece of content that shows prospects how others are using - and succeeding with - a product. They usually feature some or all of the following...

• A customer story
• Testimonials
• Use cases, e.g. helping sales teams drive more revenue for Sendspark
• Stats and figures
• Before/after stories
• Benefit-driven narratives
• Problem resolution scenarios

Case studies can be used to sell to a potential customer, help retain current customers, and more. They are easy to use across all channels; social media, email marketing campaigns , etc.

5 Features of Successful Case Study Videos

Case study videos, including the 8 below, tend to have a few recurring features. These are...

• They’re customer-centric . A case study video isn’t really about your brand. It’s about your customer, their story, and how the product figures in that story. 
• They cover important information . Viewers retain 9.5x more information when viewing videos ( WordStream ). That’s why it’s important to address key points, yourself or through customers, with case study videos. 
• They are mobile-optimized . 75% of all videos views come from mobile devices ( eMarketer ). You need to avoid small type, distant shots, and overwhelming images where too much is happening all at once. Record desktop ; think mobile. 
• They’re big on emotions . 95% of communication comes from non-verbal cues. Customers’ gestures, facial expressions, body language and voice tone all have a huge impact ( Inc.com ). Use them!
• They’re engaging . Make things fun. Create an exciting narrative around the customer story. Go through slides or shots without stalling to avoid dragging out the video.

Now let's dive into the actual examples!

7 Case Study Video Examples

1. freshbooks case study (sarah).

Case Study Type: Testimonial

This is a short, benefit-driven testimonial video. It features Sarah: an SMB owner using Freshbooks for 2 years. 

Sarah explains how she benefits from using Freshbooks. For example, she... 

• Gets an extra 12 hours each week
• Always knows who owes her money
• Can use the app from her mobile phone

Any busy entrepreneur can relate to Sarah. She turns dry accounting software features into attractive benefits. Her messaging is a lot more persuasive than anything Freshbooks could tell you. 

The main takeaway is that testimonials from happy customers add a new dimension to case studies. And asking for them doesn’t have to be hard; all you need is a free Sendspark account and the Request Videos feature. 

2. Slack Case Study (Sendie)

Case Study Type: Customer Success Story

In this video, Sendie - a hybrid company - has its COO, CPO, and CTO talk about Slack. They explain how the software helps them manage distributed teams and remote workers across time zones. 

The CTO talks about Slack enabling a virtual “open door policy” remotely. The COO covers asynchronous communication with partners and employees. 

The video itself is standard (if very well-made). What’s special is its timing. It was released at the height of the pandemic, when most teams were looking for new ways to collaborate online. This made it a valuable way to showcase how Slack can help remote teams work better. 

The takeaway is that using customers to address hot topics - like “how do we work remotely postpandemic?” here - makes for powerful case studies. 

3. Resource/Ammirati Case Study (Wendy’s)

Case Study Type: Video Infographic 

This video explains how Resource/Ammirate created a valuable app for Wendy’s. It covers: 

• App features (e.g. mobile payment)
• App user experience (e.g. nutrition-based orders)
• Value-adds (e.g. customized meal orders)

By showing off the app’s key features and benefits, Resource/Ammirati give viewers a taste of what they can do. 

What makes this app stand out is the visuals. Graphics, stats, and screenshots are all used to emphasize and imprint talking points. For example: 

The takeaway is that you don’t need high production values to create a visually appealing case study video. You can simply just a Google Slide presentation and go through it using Sendspark’s screen recorder feature - all for free. 

4. Zappos Case Study Video

Case Study Type: Combo Video

This video has a bit of everything. Zappo’s corporate history, customer service recordings, puppets... It’s all there. 

The one thing that really shines through is Zappo’s fun, helpful energy. You can tell the brand cares about serving customers and entertaining you with this odd-but-fun case study. 

We have two main takeaways here. One is that you can combine different video types to make a case study. The second is that being informal and letting your personality shine through can make for good case studies; especially in the B2C space. 

5. GoPro Case Study

Case Study Type: User-Generated Content Case Study

This GoPro case study combines customer testimonials with user-generated content. The result is a fun, fast-paced case study. GoPro is positioned as a gamechanging technology as we see early adopters use it. 

The takeaway here is to use a combination of product videos and in-person footage. Seeing people use a product in real-time offers a preview of what using it for yourself is like. 

The cool part is that creating UGC for digital products is very easy. All you have to do is request a video using SendSpark , asking customers to show themselves using the product. 

6. Google Ads (Princess Polly)

Princess Polly is an environmentally conscious e-commerce company. Their case study explains how they used Google ads to scale their business by appearing top of page 1 for target keywords. 

This video has a different feel to most of the ones on this page. Its focus is on warming up leads instead of introducing them to the product. Its talking points overcome objections while positioning Ads as the perfect product for e-commerce and SMB customers.

The takeaway is to use case studies to qualify leads, highlight benefits, close sales, and overcome objections - not just generate leads. 

7. Duda Case Study (Moovs)

Case Study Type: Feature Review

In this video, Duda customer Amir Ghorbani explains how they whitelabel the software to serve their 200+ customers. Unlike most case studies, this one focuses on features; not benefits. Amir goes through key features that made whitelabeling preferable to building in-house. 

This kind of video is useful when you’re deep into the customer journey. It helps close sales and warm up leads who are already in the sales pipeline. 

The takeaway here is that you can make feature-focused case studies to help convert leads into customers. User testimonials and product demos - or a combination of both - work well for that purpose. 

8. HubSpot with EZ Texting

Case Study Type: In-Depth Use Case

This video focuses on one person - Shawn Lucas, Director of Sales Operations - and one use case: sales. 

This makes this video unique. It’s a deep dive into one specific customer avatar’s needs and benefits. It’s highly persuasive - but only if your work is somehow connected to sales, marketing, and customer-facing operations. 

The takeaway is that you don’t have to make case studies with everyone in mind. Given how easy it is to create and upload videos, you can make a bunch of videos for different situations and target audiences. 

Now you know how big brands make case study videos. Use the examples above to inspire your sales team, improve video marketing efforts, and impress your target audience.

Just remember: you don't need a huge budget to get huge results from your case studies. All you need to get started is a webcam and a free Sendspark account .

With our software, you can put together beautiful, personalized videos that combine selfie shots and screen recordings. You can also ask customers to send their stories and testimonials in using the request video feature .

If you want to see more videos from cool brands, check out our article on prospecting video examples. Thank you for reading!

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How to Create a Case Study Video in 10 Steps (Plus 7 Top Examples)

Written by samantha ferguson.

Last updated on 29th November 2023

In this article we’re going to take a look at how to create a case study video in just 10 simple steps.

More and more shoppers conduct extensive research before they make a purchase. The reasons are plentiful, everything from wanting to purchase from brands that have similar values to their own to simply wanting to get the best deal. But the fact remains that consumers are more conscious of where they spend their money these days. 

In fact, according to a study by Google , 53% of shoppers say they always do research before they buy to ensure they are making the best possible choice . 

When potential customers are doing that research a case study video can really help your, well, case ! 

Case study videos help to increase trust and can ultimately result in more sales for your business. 

So, let’s take a look at how to make a case study video in 10 steps.

What is a case study video?

A case study video is a video that focuses on real customer success stories as a way to demonstrate the value of a company’s products or services. 

Here’s an example that we made with one of our customers: 

Case study video benefits

1. increase trust & credibility.

Brand trust is not something to be underestimated. According to a study by Accenture of more than 7,000 companies, trust is as important as growth and profitability when it comes to the financial health of a company. 

This is especially important when it comes to customers from younger generations. An American study from Morning Consult found that 42% of Gen Z and 30% of millennials do not trust the average American company and instead stated “ they have to earn my trust ”. 

One of the biggest benefits of creating a case study video is that it adds a level of authenticity and credibility to your brand which can increase trust among leads and help convert them into new customers. 

2. Relate to your customers

“ People buy from people ” might be an old saying but it seems more and more relevant as we move into an era where consumers are growing tired of faceless corporations and turning to influencers that they know and trust instead. 

According to a survey of 1,000 consumers by Sprout Social , 64% of consumers want brands to connect with them . And when they feel more connected to brands it results in a whole host of benefits: 

When asked to rank which channels brands should use to create the best opportunity to connect with customers, video came in 2nd place (beaten only by social media). 

Creating videos, especially case study videos that aren’t overly salesly, can really help you to relate to your customers and build a stronger bond that could encourage them to spend more, stay loyal, and give you positive word of mouth marketing. 

3. Boost sales

Case study videos basically showcase how amazing your brand, product, or service is by proving the benefits that you’ve given to one of your happiest customers. This is a great tool for boosting sales because it gives viewers someone to identify with and makes them think “ huh, if that happened for them then maybe it can happen for me. ” 

According to our Video Marketing Statistics 2022 , 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them.

So it’s simple really. The more people feel confident in your brand, the more people are likely going to buy from you.

4. They’re easy & inexpensive to make

You can make a case study video with literally just your smartphone. All you really need is one of your customers talking to-camera and some simple editing software to cut it all together and maybe add a nice soundtrack. 

With video apps like TikTok on the rise and incredibly easy to use, you could even throw together a case study video on there! 

Of course, the better your video looks the more credibility you’ll have. It’s always a good idea to cut together some B-roll with your to-camera interviews to make your video more professional and engaging. But even with these additions, case study videos are still much quicker, easier, and cost effective than most other types of videos out there. 

5. Strengthen your relationship with existing customers

Last but certainly not least, creating case study videos can really strengthen your relationship with existing customers. 

When you reach out to a happy customer and they agree to take part in your case study video, that shows a lot of belief and loyalty for your brand on their side. 

The process of creating a video together could strengthen your relationship even more and could result in the customer becoming an even bigger fan of your company! 

How to create a case study video in 10 steps

1. decide on a goal.

First you need to define a goal for your video. Think about what you’d like the outcome to be. Of course, the answer is probably in the realm of “increase sales” because that’s the main goal for any business, but try and drill down deeper before you get started. 

For example, consider if there is a specific hurdle you’re trying to overcome. Ask yourself what is the biggest barrier to purchase that your product or service has – perhaps it’s that people struggle to see the value upfront or maybe think your product is okay but not a necessity for them – whatever the issues may be, try to use your case study video to eliminate those doubts. 

2. Identify your target audience

In addition to identifying a goal for the video you need to identify your target audience, and keep them in mind during the early stages of development.

For example, think about the following: What motivates your target audience? What’s important to them? What do they want to know? 

By keeping the answers to these questions in mind you’ll be able to craft your video to speak directly to your target audience and increase your chances of success. 

3. Choose the right customer

This one’s important! You need to decide which one of your customers would be a perfect fit for your case study video. 

This doesn’t necessarily mean picking your happiest, most complimentary customer. Now that you have your goal and target audience in mind you need to select a customer whose journey best fits the narrative that you’re looking to create. 

Approach your customer politely with an email or a friendly chat and ask if they’d like to be in your video. And remember to make it easy for them to say yes! Let them choose a time that’s convenient, offer to cover travel expenses (if required), and to really sweeten the deal you could always give them a discount code or free gift for being such a great customer.

4. Write a script

Your script will be the roadmap for your video. Of course, you don’t have to write everything down word-for-word – that’s certainly not what case study videos are about. Case study videos should be natural and authentic, giving customers time to speak about their experience in their own words. 

However, it’s still important to have a script that will act as a rough plan to help you guide the day of shooting and create the bare bones of a narrative for your video. 

For example, you’ll probably want the customer to start by outlining their problem before they found your company. Then explain how your company helped them, and finally round off with some key benefits. 

5. Add stats where possible

When talking about the benefits that your company has brought to the case study customer, stats and figures always help. 

This is especially important if you’re in the B2B space. Solid figures that show a clear benefit will make it easier for buyers to present your case study video to their employer and say “ we need this .”

You may find that your customer has done this research themselves already – as they may have wanted to calculate the benefit. If not, it could be a good idea to invest in some research yourself as tangible figures that prove the benefit of your product or service can really elevate the video and improve your credibility with viewers. 

6. Find the perfect location

The setting of your video can make such a difference to the viewer experience, so it’s important to find the perfect place. This could be your office, your customer’s place, or a neutral location. 

The location needs to tick two boxes – it needs to match the look and feel that you want to portray in your video and it needs to be convenient for everyone to get to. 

Most great testimonial videos will usually have a couple of establishing shots in there to really set the scene, so you shouldn’t underestimate the power of a great setting. 

7. Create a shot list

When you’ve decided on a location and you have a solid script , you can start to create a shot list.

A shot list is a document that maps out each scene that you want to see in your video. Here’s a quick and rough example: 

• Establishing shot of the building
• B-roll of the team eating lunch together
• To-camera interview with X person

A shot list is important because it will help your day of shooting go more efficiently. And it’s especially important if you aren’t going to be there and you’re handing over the responsibility to an external film crew.  

A shot list will make sure you get all of the shots you need for your video without forgetting anything. No one wants to forget an important shot and have to rebook the space and rearrange a date for everyone to meet again – that’s a lot of wasted time and money. 

8. Shoot your video!

The next step is of course to shoot your video! Set your cameras up, grab your script and your shot list and make sure you get everything you need. 

It’s also worth double-checking that you have everything you want on film before you leave. 

A top tip for this step of creating a case study video is to make sure your customer feels comfortable . 

The reality is, most people don’t feel comfortable having a camera pointed at them. You can help make things easier in simple ways, such as getting everything set up before they arrive. So all they have to do is sit or stand on their mark. 

Another way to make your customer feel comfortable is to break the ice first. Hit record and then talk about some normal things to calm their nerves. Maybe give them a couple of tries at introducing themselves. 

Patience is key here – if you give your customer the time they need to feel comfortable then your case study video is going to look 10x better! 

9. Edit your video

After the shoot comes the edit. If you’re new to the world of video you may be surprised at just how much of a difference editing can make. 

A great edit that cuts between different camera angles and shots, includes a fitting soundtrack, and maybe even some title slides or animations that help to emphasise certain points will really elevate your video. 

The main aim here is to edit your video in a way that will increase viewer engagement. You can work with a video company to help you create a professional edit or you could have a go at editing yourself! 

There are tons of apps available for all different devices. Check out our roundup of top video editing software to find out more.

10. Share your video

When you’re happy with your video it’s time to share it with the world. It’s best to create a specific landing page on your site for your case study videos, but the promotion of your  video doesn’t have to end there. 

Make sure you post your video in as many places as possible: Facebook, LinkedIn, YouTube. The more places you post, the more views you’re likely to get. 

7 Top examples of case study videos

1. wyzowl – uberflip.

We made this case study video with our great friends at Uberflip after we worked with them to create some marketing videos for their company. 

This is a relatively simple case study video that features different shots cut together while Randy (one of Uberflip’s co-founders) talks naturally about his experience with Wyzowl. 

We thought we’d include it on this list as it goes to show you don’t need lots of bells and whistles to create an authentic and engaging case study video. 

2. Google Ads – Chuckling Goat

It might be a bold statement but we’re going to say it anyway: this case study video is perfect! 

It has all of the ingredients you need to create an amazing video, from the gorgeous establishing shots at the start that drop the viewer into the world of Chuckling Goat to the light-hearted joke at the end. 

Instead of making Google Ads the focus, this video allows Chuckling Goat to tell their story before weaving Google Ads into the narrative naturally. 

The animated graphic that accompanies the growth Google Ads facilitated for the company is a great touch!  

3. Zoom – Customer Stories

Zoom showed with this fun, quickfire video that you don’t need to focus on just one customer to make a great case study video. Instead, they decided to include multiple customers. 

The result is a really cool and varied collection of benefits that Zoom has brought to different customers. 

Another nice touch is that all of the customers appear to have recorded their portion of the video using Zoom!  

4. Wyzowl – Oxford University Press

This is another case study video we created, this time with Oxford University Press. With this video, we added dynamic title screens and name cards to make the content more engaging and also easier for viewers to skip through if they want an answer to a specific question.

It’s also great that the animated video we made for Oxford University Press is featured in the case study video, along with the results that were achieved. 

5. Samsung – Superdry

This case study video is for Samsung Display Solutions so it has to look great – and it does! The opening timelapse of Norway is crystal clear and really sets the scene. 

As we get into the meat of the video, it’s great to hear what the Superdry staff have to say about the Samsung screens while we (as the viewers) get to see them in action.

6. Hubspot – Avison Young

One of the best things about this video isn’t part of the video at all. It’s in the title:  

Including the impressive results of Avison Young’s partnership with HubSpot in the title encourages viewers not just to click on the video but to keep watching in order to find out how that happened. 

In addition to that, this video does a great job of laying out the customer’s initial problem before introducing HubSpot as the perfect solution.

7. Claranet – Pets at Home

This case study video, while long, manages to keep viewer attention with help from a heartwarming soundtrack and clips of various cute animals. 

The video also uses animation to emphasise the role that Claranet has played in helping Pets at Home to grow. 

Final thoughts

Case study and testimonial videos can give your brand a HUGE credibility boost. If you want to create an amazing case study video like the ones seen in this article, head to our Testimonial Video Production page to find out more.

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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: 

Table of Contents

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 Duhamel

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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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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How to Create Highly Effective 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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Your go-to list of all the things you need to remember when making case study videos.

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

Summary/Overview

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

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

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

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

What is a marketing case study?

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

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

Some common key components of a marketing case study include:

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

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

Benefits of marketing case studies

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

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

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

Tips on how to write an effective marketing case study

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

Develop a clear and compelling headline

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

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

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

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

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

Write relatable content

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

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

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

Outline your strategies with corresponding statistics

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

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

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

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

Use multiple formats of representation

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

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

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

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

Get your case study in front of your intended audience

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

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

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

Marketing case study examples

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

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

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

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

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

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

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

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

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

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

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

Marketing case study template

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

Case Study Title

Date: [Date]

Client or Company Profile:

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

Introduction:

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

Analysis and Insights:

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

Conclusion:

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

Testimonials:

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

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

Craft a compelling marketing case study for your business

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

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

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

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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!

Start creating videos

That make information easy to retain, explanations convincing, and brand storytelling compelling.

By Maxime Hoppenot

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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.

Top 10 Video Marketing Campaign Case Studies

1. toggl track.

Industry : Software and Technology

Background : Toggl Track, a market-leading time tracking software, aimed to launch a large-scale awareness to promote their product.

The company aimed to create engaging video content to captivate its target audience and establish a solid online presence. The customer success story showcased how effective it is to convey the product’s value proposition and business message in video campaigns.

Lessons Learned :

• Compelling Video Content:  Toggl Track’s decision to invest in high-quality video content proved a game-changer.
• Creative Concept:  The challenge of translating a complex software product into an easy-to-understand, engaging piece of user-generated content was addressed creatively.
• Brand Consistency:  The video content not only captured the attention of any viewer but also remained consistent with Toggl Track’s brand identity.

Ready to see how video marketing can transform your business? Use our  VidiFit Quiz  to explore our case studies and unlock your brand’s potential through video marketing campaigns.

Industry : Hosting and Services

Background : Vimeo Enterprise partnered with us to create a comprehensive suite of case study videos to complement the launch of Vimeo Enterprise’s refreshed brand, including its new website.

With a focused team of seven crew members and a clear vision, we [ 1 ] embarked on an intensive four-day shooting schedule to produce ten product videos for their business .

• Video-First Approach:  Vimeo Enterprise recognized the power of video in showcasing its expansive service with rich features.
• Unique Styling:  Our creative approach combined branded color backgrounds with textured foreground elements.
• Simplicity in Communication:  Vidico focuses on maintaining a sense of simplicity in product demonstrations and reflecting this tone in the script and narration.

Industry : Healthcare and Cannabis

Background : Montu, a healthcare provider based in Melbourne, aimed to raise capital for its integrated cannabis ecosystem through crowdfunding.

Case in point, the crowdfunding video of the company focuses on fundraising efforts and achieving extraordinary sales results.

• Exceptional Fundraising Success:  Montu’s crowdfunding video played a crucial role in their remarkable fundraising success, breaking revenue records by raising $1 million in just 13 minutes and $2 million in 5 hours
• Creative Approach:  The video’s creative approach blended elements of crowdfunding and product videos to ensure it remained engaging and authentic to Montu’s brand.
• Audience Engagement:  Despite the need to educate a new audience about Montu and the cannabis industry, the video focused on showcasing how Montu positively impacts thousands of Australians’ lives every day.

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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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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7 Video Marketing Case Studies You Must Look at

• Video strategies
• Trends & Insights

Nupur Mittal

Gurus on the internet will give you 100 reasons why you should use videos. But we’ve personally seen so many video marketing campaigns fail due to poor implementation.

To achieve success with video marketing, you need to do it right.

To inspire your campaign, I’ve put together seven successful video marketing case studies showcasing how different companies have used videos to hit their KPIs.

Let’s dive in.

7 amazing video marketing case studies

Let’s deep dive into some of the companies which are crushing it with video marketing.

The list includes:

1. Ava Estell

2. dollar shave club, 5. coca-cola.

Industry: Skincare

Ava Estell has become a leading brand focused on making people more confident in their skin tone. The brand caters to people with darker skin complexions and specific skin concerns . Ava Estell had two challenges to overcome:

Reduce their customers' research time by showing them the benefits their skincare products can deliver.

Use video content to create an interactive shopping experience without impacting website speed.

How has Ava Estell resolved these challenges using Videowise?

Ava Estell used Videowise, an eCommerce video marketing platform , to embed existing product videos on their Shopify store without any impact on page speed. These videos showed detailed product information (such as skin conditions they're for, before and after results of using their products, etc.), and each video was linked to their product pages.

Apart from product videos, they also used customer testimonial videos and video reviews to build trust among potential customers. They didn't stop there. With Videowise, the team imported Instagram Reels and TikTok videos and used them on their site, taking an efficient approach to video marketing.

The results

The Ava Estell team built trust among their audience by creating and using existing videos related to their products. The results they derived using Videowise are as follows:

They have generated more than £743K at an average conversion rate of 7% since February 2022.

Their conversion rate jumped up to 21% after embedding interactive product videos in their Shopify store.

Their on-site engagement was up 15.67%.

Don't limit your video content's reach by keeping it on one platform. Repurpose it or do cross-channel promotion to bring it in front of your audience.

Focus on the ultimate benefit but also related benefits. For instance, Ava Estell didn't just show the benefit of their product but also educated their audience by creating informative videos related to skincare concerns.

Intriguing? Read the Ava Estell complete case study here.

Industry: Retail

Dollar Shave Club started by selling razors for $1 and now offers services from head to toe. Basically, they help their customers groom well.

Dollar Shave Club has established its brand image as fun, clear, and witty, which is clearly evident across all its video marketing campaigns. They focus on delivering their message in the most subtle and relevant way possible.

For instance, in many videos, they use a scenario to build a narrative which is also a pain point for their potential customers. Then, they pitch their products.

Here's an example of one such video:

A glance at their YouTube channel will show you that the team has created different types of videos: From how-to groom well to product-led videos, there is a mix of related videos.

Their short video marketing strategies have earned them a subscriber base of 39k+ and thousands of views.

A strong understanding of your audience is crucial, as humorous content that works for Dollar Shave Club might not work with your audience.

Not every video you post will generate leads or engagement as you desire. Experiment and double down on videos that do.

Industry: SaaS

Ahrefs is one of the best search engine optimization (SEO) tools on the market. It initially started as a backlink analyzer and is now a full-fledged SEO tool. From keyword research to website organic ranking tracker, this search tool has become integral to every marketing tool stack.

Ahrefs uses YouTube marketing to create engaging video content such as explainer videos, product-led videos, and how-to videos related to SEO and content marketing. The majority of these videos aim to educate anyone starting out in these niches or who wants to boost their skills.

Apart from delivering value to their audience, the Ahrefs team has mastered the art of engaging their audience with a few tricks:

Creating consistent and eye-catching YouTube video thumbnails consistent with their brand voice and color. (The orange and blue color theme with Ahrefs standard font is easily recognizable)

Each thumbnail has a human face, which attracts more users.

Using short yet descriptive titles that give a gist of what the video will discuss.

Apart from delivering unique videos, Ahrefs strategically interlink relevant videos to their home page to drive traffic from one medium to another. (Notice how they've used the same thumbnail in their blog post)

This video marketing strategy and putting their audience first has made them reach a subscriber base of 418k over the years, with each video generating thousands of views.

Don't underestimate the power of consistent branding, compelling video thumbnails, and eye-catching titles. Before your audience consumes your videos, they need a strong reason to watch them. All these nuances are the key to building that strong hook.

Create videos that cater to audiences at different stages in the marketing funnel by studying your audience deeply. Even though it might not generate leads, this approach will build brand authority.

GoPro is a camera company that sells action cameras and software, and equipment. Professional photographers, sports professionals, and outdoor enthusiasts are the company's main target audience.

GoPro has cracked the code of creating thrilling and entertaining videos that create an immersive experience for the viewer. The majority of their videos are user-generated, meaning they're offering real experiences and insights to their potential customers - the ultimate form of social proof.

I was hooked throughout these 2:45 minutes of this person jumping off the cliff; completely nerve-wracking and captivating.

GoPro continues to invest in challenges to involve their community and promote their products. Their 2018 Million Dollar video marketing campaign was one such success. They chose to reward the winning creators with $1 million for creating highlight reels for their Hero7 Black camera series. It received 25,000 submissions, out of which 56 creators from 22 countries were selected. They not only engaged a large audience but also amassed 3M+ views across social media.

Have a sneak-peak at their challenge highlights. (How can you not find this content engaging?)

Zero in on user-generated content as you'll involve your audience, building trust and brand authority.

Keep your brand's values and messaging at the core of every video you create.

Coca-Cola is a multi-national brand serving carbonated soft drinks across the globe. A variety of drinks are offered by the company, including Diet Coke, Fanta, Sprite, and others. The brand's mission revolves around creating moments of happiness in people's lives, which can be seen reflected in many of its video campaigns.

Coca-Cola has powered its video marketing strategy by focusing on creating a personal and emotional connection with its audience. Their videos focus on two things:

Emotional storytelling

Coca-Cola focuses on evoking strong emotions by building a relatable narrative that connects its audience with its campaigns. 

For instance, their Share a Coke video campaign launched across the globe in 2014 aimed to promote shared happiness by encouraging people to share their Coke with others. The campaign was so successful that another variation was adopted in the US -- Share a Coke and a song . (How can you not buy a Coke with your favorite son's lyrics on it, right?)

Paid collaborations

The Coca-Cola brand collaborates strategically with famous celebrities in their videos. As the brand's audience spans multiple countries, each collaboration features a celebrity well-known in that country. Further, the narrative they build in their videos reflects the geographic location of their audience.

For example, in India, they have collaborated with Diljit Dosanjh, a globally recognized singer, and famous cricketers such as MS Dhoni and Rohit Sharma. Some of the world's most recognized celebrities have worked with them, including Gigi Hadid, Kendal Jenner, and Selena Gomez.

They featured Gigi Hadid in one of their videos, showing how their product, Coke, is at the center of every conversation.

You must choose celebrities or creators who have a lot of influence over your target market.

Think about the emotions your video will evoke in your audience as it will engage them and compel them to take the desired action.

Industry: Exercise equipment

Peloton is an exercise and workout equipment company encouraging individuals to stay fit by offering treadmills, bikes, and workout accessories such as Dumbbells, Mats, Earplugs, and more. They sell a paid subscription to sell their classes and encourage their audience to work out consistently.

Peloton's video marketing strategy revolves around curated educational videos taught by professionals, such as strength classes, meditation, and cardio classes. Both on their website and mobile app, there is a huge collection of such videos.

On their mobile app, the videos take it even further due to gamification . Peloton's team created various challenges and rewards to encourage users to take classes and track their progress. The workout is marked as completed when a customer reaches 50% of the way through. This strategy has helped them grow subscriber engagement 2.65x over the last four fiscal years (June 2017 – June 2021).

Here is a snapshot of some of the video classes Peloton offers to its customers:

Become a part of your audience's life by offering them exactly what they need to get the best out of your products. (But in video format)

Use a challenge and reward model to encourage participation.

Industry: Apparel and Footwear

Apolla is an all-female-owned company that aims to change how people buy and wear socks. Their target audience is dancers and choreographers.

One key challenge that the Apolla team faced was to highlight their product's value proposition in action to their target audience. The team wanted to offer an interactive and more immersive shopping experience to their audience by embedding videos directly on their Shopify store.

How has Apolla resolved these challenges using Videowise?

For Apolla, displaying videos was never an issue since their brand advocates and supporters have already gathered a lot of user-generated content. Videowise scraped Apolla's YouTube videos that showcased their products and automatically sort them with the right product list of their Shopify store.

Not only this, the videos were embedded with a purchase option below them, so it didn't interfere with the shopping experience. Cool, right?

21.47% video engagement and 9.94% video conversion rate with 90.54X ROI.

An increase in time-on-site with 63+ videos watched, an average of 2m 37s per video watched.

Check out the entire case study of Apolla and how they generated such tremendous results with Videowise.

People trust people. By showing them testimonials or reviews from people who have already used the product, and that too in the form of video content, you gain their confidence and trust.

Minimize friction points as Apolla did by embedding a purchase option below each video. On the same screen, the customer can experience the product in action and buy it instantly.

Drive unmatchable results: Get started with video marketing

All the video marketing case studies discussed above support driving business results using engaging and relevant video content . One key element that emerged from these case studies is that if you want a video marketing campaign to succeed, involve your audience. Whether it's by launching a challenge or encouraging testimonials, videos are revolutionizing the business world.

And, even a step further is interactive videos , as we see in the case of Ava Estell and Apolla. If you'd like to bring such an experience to your website, give Videowise a try today .

Continue reading

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10 Best Case Study Video Examples You Can Copy to Build Trust for Your SaaS Business

• October 26, 2022
• Content Strategy

The play button is the most compelling call-to-action on the web. Michael Litt

Your SaaS business might be sleeping on an underrated approach to showcase notable success stories – case study videos. This claim is well-founded too!

A joint survey report by Vidyard and Content Marketing Institute, released in the fall of 2021, revealed that an overwhelming majority of content marketers believe that video has become more important to their organizations.

51% of the respondents shared that they use video to present case studies or customer stories. Moreover, 48% of respondents believed these videos produced the best content marketing results in the previous 12 months.

Moreover, according to G2 , 84% of marketers say video marketing improves lead generation. On the other side of the counter, 94% of users say that videos help them make purchase decisions.

Underutilization of Case Study Videos

However, many SaaS businesses need to pay more attention to the power of case study videos.

Why do we say so? While conducting extensive research for this content piece, we combed through dozens of SaaS websites and noticed fewer case study videos than traditional text-based ones tangibly.

Moreover, we have yet to find SaaS businesses habitually embedding such videos to supplement their blog-style case studies. This golden practice can improve the chances of Google indexing your case study video and encourage visitors to stay on your site longer.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

But before you move ahead with a case study video to showcase the value of your work and grow your business, it will be beneficial to understand the building blocks of a case study video.

Elements of a Successful Case Study Video

Seven elements go into making a case study video, which can state having “hit the home run.” Let’s touch upon them briefly.

#1 – Compelling storytelling

It helps to present your case study video by incorporating storytelling frameworks. One such example is “The Hero’s Journey” framework. You can read our article on how this framework can help us decode why the Squid Game is so popular .

#2 – Relatable pain points

Your case study video is more effective if it highlights your ideal customer profile’s pain points. For example, a case study on software targeted towards small and medium-sized businesses will resonate more if it showcases related users who discuss their pain points and hurdles.

#3 – Backed with data

A case study video doesn’t have to be devoid of numbers! Armed with credible statistics, your clients can mention, as a “matter of fact,” the efficiency their business has achieved from your services – man-hours saved, reduced operating costs, and increased revenues.

#4 – Embedded with social proof

A case study video allowing multiple stakeholders to talk about your service adds to social proof. It’s contagious!

#5 – Video elements – script, music, visuals

A case study video allows you to add emotion to the storytelling. You have the leeway to add stage-appropriate sound effects and compelling visuals. This is an addition to your primary arsenal, the script.

#6 – SaaS product showcasing

A well-produced case study video also allows you to give your prospects a peek behind the curtains and showcase how your SaaS product looks and works.

#7 – Ideal duration

What is the optimal video length? Take it from the leading SaaS internet video hosting and analytics company, Wistia – 2 minutes is the sweet spot .

10 Best Case Study Video Examples You Can Copy

Now that we have established the vital elements of a case study video, let’s learn from some examples from the past twelve months. Additionally, we’ll explain why we chose to present the selected video case studies.

#1 – Tableau

#2 – slack, #3 – drift, #4 – canva, #5 – xero, #6 – grammarly, #7 – hubspot, #8 – salesforce, #9 – workday, #10 – dropbox.

In the Tableau case study video, viewers can delight themselves by viewing stunning visuals aided by tight-knit storytelling.

The case study highlights why the product is a perfect fit for solving the client’s pain point of visualizing constant streams of vast and disparate data. Their client’s goal is to deliver a superior customer experience. Viewers can easily understand how the data visualization software helped the client achieve their business goals.

The case study allows employees throughout the hierarchy to share how Tableau makes their work more efficient and productive.

The case study showcases snapshots of the software and provides actionable use cases.

The video wraps up in just over 2 minutes.

In the Slack case study video, one can see an authoritative thumbs up from Samsung’s Vice President of Framework R&D Group of its mobile communications division.

The case study discusses the pain points of using Slack alternatives like email and messengers. To support these claims, the client talks about the positive effects of adopting Slack, like smoother communication, a stronger organizational culture, and a boost in productivity.

The client inadvertently provides social proof of Slack and its credibility by mentioning it received adoption from a giant like Samsung since many other high-profile businesses vouched for it.

Viewers can also receive a walkthrough of the application and its custom use cases, such as creating topic-specific “channels” and creating bots.

This case study is shy of 5 minutes in length but an engaging and pleasant watch.

In the Drift case study video, target users can immediately relate to critical sales metrics that Drift helps to improve.

The customer discusses how Drift helped improve common pain points, such as the “engagement and connection with the customers and prospects” and “help in pipeline acceleration.”

Moreover, it provides a use case of Drift to better engage with customers and prospects in a highly personalized way.

To add weight to their claims, the client also shares increased sales figures after implementing the software (>$1 Billion) and improved response time by sales development representatives (<5 minutes).

It is a simple case study video with minimal post-production efforts.

The case study spans just under 3 minutes in length.

In the Canva case study video, viewers can immerse themselves in a fast-paced video filled with popping visuals.

The case study brilliantly captures the brand’s vibe and target audience.

Wondering how?

It showcases how the software allows small businesses and non-tech-savvy people to follow their dreams and be creative. Viewers also receive a walkthrough of the software to see how intuitive and seamless it can be to use.

The case study is a minute and a half in length.

In the Xero case study video, viewers can immediately identify the target audience of “accounting software for small businesses and their advisors.”

This light, breezy case study provides context around the client’s business and which offerings it is using from the Xero product suite.

The case study carefully mentions common pain points that the software resolves by stating features like “cloud-based,” “synchronization,” and “user-friendly,” which “helps to streamline operations and be efficient.”

The case study also gives an example of a typical use case by the client and the efficiencies it achieved (saving more than 200 man-hours per year.)

The case study is just under two minutes in length.

In the Grammarly case study video, viewers can learn from an appropriate user base, the client’s content marketing team, who advocate for its usefulness and efficacy.

The case study offers pleasing visuals and a soothing background score.

The client vouches for the software by allowing different employees to share how they managed to communicate the brand voice and tone in an intended manner.

The case study uses motion graphics to show how the software operates in real time. These visual cues are incorporated in parallel as employees share critical statistics about “style guide suggestions” from Grammarly.

Moreover, to provide concrete social proof, The client calls Grammarly an extension of their team.

The case study is just under three minutes in length.

In the HubSpot case study video, prospects can learn about the software’s capabilities and dependability in a crystal clear manner. The case study seamlessly narrates what prompted the need to adopt HubSpot, its onboarding, and its ensuing benefits.

The case study addresses common pain points faced by the client’s sales team – working in silos – to how HubSpot allowed them to “talk to one another” and ensure consolidation and simplification.

The client champions the ease of transition without requiring lengthy delays and hiring expensive outside talent. Moreover, a product walkthrough highlights the different features which have led to better user experience and dramatically driven product adoption.

Giving a confident thumbs up for HubSpot, the client also sheds light on how they aim to integrate HubSpot deeply in the future.

This case study is just over two minutes long.

In the Salesforce case study video, viewers can enjoy a fast-paced, well-produced case study of two business partners working together towards a common goal.

In addition to giving an overview of the vast scale of operations conducted by Dell, the case study spotlights the Chief Information Office and Chief Data Officer of Dell to lend authority to the case study.

The case study gives statistics on how many Dell employees used Salesforce at the onset of the pandemic—a whopping 150,000.

Employees at different levels of the organizational chart mention important aspects enabled by Salesforce – “structured processes,” making the “sales organization more productive,” “providing a 360-degree view of the sales cycle,” and “offering a single source of truth information at their fingertips.”

To add social proof, a senior Dell employee states that she works for “two companies” – since Dell and Salesforce dedicate themselves to achieving a common goal.

The Workday case study video is a noteworthy example of letting each stakeholder present an honest review of using a product or service.

This case study offers a pleasant viewing experience.

It establishes context around the client and the core issue of improving the experiences of students, faculty, and staff – fulfilling their basic “expectations.”

The case study gives a product walkthrough and presents a before and after picture. Then, stakeholders establish social proof by describing the software using terms like “integrated, accessible, responsive, and user-friendly.”

The case study is three minutes in length.

Consider the Dropbox case study video as a short film, if you will!

It utilizes beautiful storytelling and high production value to present the “rising from the ashes” effect of the software on a stagnating town.

With the odds heavily stacked against the “protagonist,” the case study provides context around the product’s adoption and subsequent dependency.

Aided with a product walkthrough, the client presents use cases of how the software helped lay the foundation for their small business and build and catapult it to success.

The case study ends poignantly, showcasing how the client and their local community thrived in trying times because of Dropbox.

The software helped them become “anti-fragile.”

This case study is just over four minutes long.

Parting Thoughts

To round up this piece, here are some important takeaways on publishing case study videos your SaaS business should consider implementing from the get-go:

• Establish from the outset how to implement the seven successful elements in your case study video
• Build relatability by shedding the spotlight on your ideal customer profile and presenting credible statistics of your SaaS product solving their common pain points
• Demonstrate how your product works using walkthroughs
• Bring out your creativity! Don’t underestimate the power of catchy visuals, sound effects, and tight-knit storytelling to drive home your point

Side note: Are you just getting started with making case studies? Consider reading our piece on 8 B2B SaaS case study best practices to get more leads and customers !

We are a content marketing agency that brings business, not just website traffic. We curate well-researched and engaging content as per your company’s requirements and philosophy because we believe in the power of meaningful information.

Does your B2B (SaaS) business want a case study prepared to get more leads and users? Let’s connect over a short call. Block our calendar today!

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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 Make Video Case Studies Without a Production Team

Find out how to create engaging video case studies — no filming or editing experience needed — and share the results on all your marketing channels..

Steve Norall • July 05, 2023

Producing video case studies can be a demanding process of storyboarding, scripting, interviewing, and editing with a Hollywood price tag that would quickly burn through the marketing budgets of most businesses.

We experienced the pain of shelling out tens of thousands of dollars for just one video , which is why we founded Vocal Video. With our platform, you can create an impactful, memorable, and versatile case study video quickly and easily — without the film crew, location scout, or suite of editing software.

Vocal Video case studies are clean, engaging, and easy to follow. Most importantly, our video production process foregrounds the authentic voice of a real customer as they tell the story of how your business helped them succeed. This connection can build trust and drive conversions more effectively than any expensive effects.

Check out this example from a Vocal Video user to see how effective our video case studies can be.

Here, we’ll explain how to…

Choose interview questions that generate the best answers for your videos.

Create a case study video in three easy steps.

Generate written case studies to use alongside your video and increase the return on your investment.

Publish and share your videos with your audience on your website, in social media posts, and through popular messaging channels.

Ready to get started? Sign up for a free Vocal Video account today to start making and publishing case study videos.

How to Make a Powerful Case Study Video

A great case study video has a relatable speaker, data to back up the claims they’re making, and a structure that shows how your company was key to solving the problem the customer faced.

One of the best things to say in a testimonial video is a three-act, “before, during, and after” account of how your business addressed a pain point your clients can relate to — and how you made a lasting difference. You can make this story easier for potential customers to digest by asking the respondent to speak about their experience at each stage of the process.

1. Address the Problem

When you’re planning your case study videos, start by asking yourself who your ideal customer is and what problems they face. Use this knowledge to prioritize which customers you ask to record a case study video.

If a lot of people are struggling with an issue, and there are few potential solutions on the market, your case study can be extremely compelling. To emphasize how beneficial your product or service can be, ask your respondent to explain the issues they were facing before they discovered your business.

Try questions like:

• What was the main challenge you needed to overcome with [your business]?
• What problem was your company dealing with before [your business]?

2. Present the Solution

Once you’ve established the problem that needed to be solved, you can show how your business was able to help the respondent.

Questions like, “How did [your business] help resolve this challenge?”, or, “Could you describe a time that [your business] helped to overcome this problem?” , are a good place to start.

You might also find it helpful to ask the respondent to talk about how easy it was to implement your product or how enjoyable it was to work with your team.

3. Prove the Results

This section of the video persuades the viewer that the respondent’s positive experience can be repeated. You should focus on how much better the respondent feels now than they did in the situation they referenced in the first part of the video. If they have a continuing relationship with your company, or if they’re now loyal to your brand, get them to mention it here.

Try a question like “What has been the most significant impact of working with [your business]?” to encourage a detailed and thoughtful response. In addition, you might ask them to describe their experience in three words (and explain why they chose those three).

Ideally, your customer will also be able to give data to prove how much your business has helped them. Survey results, quotes from management, or statistics about increased sales or web traffic can be extremely helpful.

Check out our guide to writing the best customer testimonial questions , watch our 7-minute explainer video , or read on to find out how case study video templates make the process easy.

Vocal Video: Video Case Study Creation Made Easy

With Vocal Video, you can create and publish a case study video in three simple steps :

• Customize a case-study-specific video collector to reflect your brand.
• Send the collector to the customers whose stories you want to share.
• Publish an automatically edited case study video (that you can lightly edit if you want) wherever you touch base with your audience (e.g., your website, emails, social media).

Let’s look at this process step-by-step.

1. Guide Customers through the Questions with a Video Collector

Vocal Video case studies and customer stories are built around authentic user-generated video content gathered with our customizable video collector. The video collector is the interface that will “interview” your customer and record their responses.

When you want to start collecting case study videos, head to your Vocal Video dashboard and create a new video collector for your campaign. Start from scratch or go to “New Video Collector” and choose from one of more than 45 industry-specific templates.

Example: B2B Case Study Video Collector

One of the best templates to use for case studies is the B2B Case Study video collector . The pre-set questions make it easy to create a case study with a strong three-act structure.

Vocal Video users keep coming back to this template to record their own videos because the concise questions encourage the respondent to give helpful details while staying on message and holding the viewer’s attention.

Other Video Case Study Templates to Try

As well as the B2B Video Case Study template, you can try out another testimonial or customer success story template to create different types of case study videos.

The Customer Testimonial Videos template asks clients to describe your product in three words, explain how it helped them, and compare it to other products or services on the market.

The Ecommerce Testimonial Videos template focuses on a customer’s experience with your product and your company.

The Employee Video Testimonials template focuses on how your company has helped your staff to develop in their careers. As another use case, this can also provide a useful success story for recruitment .

The Customer Success Story Videos and Sales Success Story Videos templates can produce case studies to motivate and inspire your team.

The template for B2B Review Videos invites the respondent to talk about the challenges your product helped them overcome and explain the most significant impact your service has had.

The Real Estate Testimonial Videos template is designed specifically for real estate brokerages and teams, and individual realtors that need testimonials or case studies from their clients to use on websites and social media.

2. Choose the Right Customer to Contribute to a Case Study

When you’re happy with your collector, send it to the customers you want to feature.

A good case study candidate is approachable and comfortable on camera, but they don’t need any special skills, experience, or equipment to contribute. We’ll generate a URL that takes them straight to the collector. They’ll be able to open the link and record their video on a mobile device or with their webcam without downloading or installing any additional software.

It’s best to ask for case study videos from clients you think your audience will relate to, people who have authority in your field, or influencers with followers in the same demographic as your target audience.

You can send the link by email, post it to your social media pages as an open call for customer stories, or use the link to make your video collector a permanent feature on your website that allows customers to record a case study video at any time. In the dashboard for your video collector, you can also add an incentive — like a discount or entry into a prize drawing — to encourage more people to record a video.

We recommend using a 3-touch email sequence to request testimonials from your happy customers.

• The pre-ask , where you introduce the customer to the idea of recording a case study video and let them know how quick and easy the process is with Vocal Video.
• The invitation , where you send the link to respondents who said yes and give a preview of the questions they’ll be asked.
• The reminder , to follow up with people who received the link to the collector but haven’t recorded their case study yet.

You can read more about our proven email sequence — including a full template text to use —  in the Vocal Video Help Center.

Whenever someone records a case study video, you’ll get a notification that the video has arrived, automatically edited and ready to share, in your library .

3. Edit the Videos to Add More Context and Data

Using Vocal Video to make video case studies means you can skip the time and expense of working with a professional editor to put your case study videos together. You won’t even need to install a video editor like DaVinci or Creative Cloud. Vocal Video makes the process quick and intuitive by automatically editing the video response and giving you easy-to-use tools to tweak the results.

With automatic editing, your case study video arrives in your library with:

• Your logo and brand colors to identify the case study with your company
• Question cards and animations for smooth transitions between scenes
• Text overlays to identify the respondent.
• Subtitles so the video can be viewed without sound, and the option of using a full AI-generated transcript to support the video
• Music from our selection of royalty-free tracks

Here’s an example of a video that shows the best video editing features in action:

Vocal Video’s editing suite also lets you change the way your video case study looks and sounds. You can reorder the scenes, add clips from other speakers, trim the clips, or try out different themes, colors, fonts, and music.

You can also use these editing tools to show the viewer extra data to back up the information your respondent has given.

When you click “Add Scene” in the video editor, you’ll have the choice of adding video footage from your files, a clip from another speaker who recorded a video with your collector, or a slide with text.

Text slides can give extra context to set up the beginning of your case study, or you can use them to show statistics, data, graphs, or surveys to prove the results your customer saw when they worked with you.

You can adjust the scene length — which is the amount of time the viewer has to read the information — and the text slide will be smoothly integrated into the video with our animated transitions to create a great video case study that makes a professional and convincing impression.

When your video is finished, you’ll be able to share it with your audience on social media, on your website, or with your mailing list (more on how to do this later) .

Generate Helpful Written Case Studies in Seconds

Our research shows marketing teams that use video testimonials see a significant lift compared to those who use written marketing materials alone. This being said, there are some great reasons to use written case studies alongside the videos you produce with Vocal Video.

For example, written case studies let you…

• Include quotes from customer stories in the printed marketing materials you distribute by mail or in person.
• Make the case study pages of your website more accessible for people using text readers
• Make it easier for people scanning your website to find the information they need.
• Include a cluster of keywords related to your product in a text that can be crawled by search engines, helping to increase organic traffic to your website.

With Vocal Video, you can access an automatically generated transcript to speed up the process of creating written case studies. This makes it quick and easy to generate a blog post, news item, or PDF of your customer’s story, letting you take a two-for-one testimonial writing approach to using your case studies in your marketing.

Every video arrives in your library with a complete, AI-generated transcript. You can edit the transcript in the Vocal Video dashboard before copying or downloading it to use on the platform of your choice. What’s more, Vocal Video’s localization ability means that videos recorded in 23 different languages can be transcribed in full.

As a final flourish, you can use your favorite line from the transcript as an eye-catching featured quote and present your case study as a video card. Our video cards are great for home pages, landing pages , signup pages , or testimonial galleries. The featured quote acts as a teaser to encourage people to watch the video in full, or as a summary for those who can’t watch right now.

Take a look at this video card with a featured quote from the transcript above.

Find out how to grab attention with testimonial cards in the perfect format for your website.

Use Vocal Video Case Studies at Every Point in Your Marketing Efforts

Case study videos are a versatile resource for your video marketing team. Because they use the authentic voices of your satisfied customers, they’re one of the best ways to convince potential customers of the benefits of your product and build trust in your brand — whether you use them on a permanent website page or in social media marketing campaigns.

With versatile options for sharing and embedding, Vocal Video makes it simple to share case studies on all your digital marketing channels.

Embed Case Study Videos on Your Website

Many B2B companies have a permanent case study section on their website. Take a look at the video examples in this case study gallery from Vocal Video users Atlas Cloud .

For each case study, Atlas Cloud seamlessly embeds the customer story they collected with Vocal Video on the webpage.

It’s easy to add testimonials to your own website when you generate them with Vocal Video, even if you’ve never coded before.

Once you’ve published a video from your dashboard, go to “Embed” and decide whether you’d like to embed just the video (as Atlas Cloud did above) or if you’d like to make a video card with a featured quote.

Once you’re happy with the preview, click “Copy Embed Code” and paste the code we generate for you into a new HTML block on the page where you want the case study to appear.

Remember, you can also copy and paste the full transcript of your video to create a dedicated case study website page.

Send High-Quality Case Study Videos to Your Customers’ Inboxes

To send your case study videos to your customers, publish the video and then go to “Share” to see your options.

Let’s start with sharing the URL for the public Vocal Video page where your video is published.

You can edit the URL and give the video a new title, or simply copy the link we generate for you. This is a great way to share your videos in marketing emails, newsletters, or on internal messaging platforms like Slack. When they click the URL, your customer will be taken to the public page, where they can watch the video in full and — if the subtitles are turned on — read the full transcript underneath.

You can see these features in action on the public page for this testimonial for Hexmodal .

Post Case Study Videos on Social Media

Vocal Video makes it easier to find new clients by sharing case studies with your audience on social media. After you click “Share,” simply head to Facebook, Twitter, or LinkedIn, write a caption to introduce your video, and post.

For example, the Product-Led Alliance shares Vocal Video testimonials from their employees as part of their LinkedIn marketing strategy.

If you would rather share your video case study as a Reel on Facebook, on your Instagram profile, on TikTok, or on YouTube, Solo, Team, and Pro Vocal Video plans also give you the option of downloading your videos to add to any of these popular platforms.

Vocal Video: An Easy and Affordable Case Study Video Solution

With Vocal Video, you can create beautiful and compelling video case studies to increase brand awareness and reflect the value you bring. Our templates and customization features create videos with the structure and data that makes professionally produced case study videos stand out, giving you a polished and effective marketing tool without the associated price tag.

With Vocal Video, building case studies to use in your video marketing strategy is as simple as:

• Choosing from one of our customer success story templates to guide your customers through the recording process.
• Customizing the video responses to clarify how your product helped the customer.
• Sharing effective case study videos across all your platforms, in a variety of beautiful formats, to reach a wider audience.

Sign up for a free Vocal Video account to create convincing case study videos today — no credit card required.

Steve Norall

Product strategy, marketing, customer success (oh, and CEO too).

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The Ultimate Guide To Marketing For Architects (with Examples)

• Enoch Sears
• • May 13, 2024

If you've been an architect for any amount of time you know what it feels like to be price-shopped, to have clients question your architectural fees – “this was a lot more than we expected” – to wonder where the next architecture project will come from, and to always be plagued by the ‘feast or famine' cycle of the industry.

Between answering the phone, running to meetings and getting the work done, it feels near impossible to find time to build the book of business.

And if you're an architect like me, normal self-promotion and selling don't feel ‘right' to you.

Let me reassure you: you are not alone among architects.

In this Ultimate Guide to Marketing for Architects , you'll discover more about effectively marketing architectural services than has ever been revealed in any place at any one time.

I know, because I searched.

I stumbled across what you're about to read because I – like so many architecture firm owners – was tired of continually wondering where the next project would come from.

I was either overloaded with work, or didn't have enough work.

This situation led to stress when there weren't any new projects on the horizon.

I also wondered – how could I win more challenging, bigger and more impressive projects?

That was until I connected with an architect who sent me the email you'll about later in this article.

You see, during the “Great Recession” of '07, I was “let go” from the architecture firm where I was working.

Within a few short months I went from being well compensated and having my dream job, to working two non-architecture jobs and freelancing as an architect in California just to make ends meet.

That drove me to start this website, Business of Architecture – a resource to share what works for building a successful architecture practice.

Here's how I stumbled on these successful marketing strategies.

In mid-2013 I got the following email from a New Zealand-based architect:

Dear Enoch, I'm starting to implement marketing strategies for architects and as a result I am very busy! It really works once you get the hang of it …

This was the first time I'd heard of an architect talking about marketing strategies that actually worked.

Most of what I had heard from architects about marketing was that it “doesn't work”.

Either that it got no results or took to long and cost too much.

For example, an architecture firm sent me this example of an ad they took out in several of the leading UK publications:

Beautiful, right?

Expensive too.

The firm spent over 4,500 pounds (roughly $5,500 USD) to run this ad.

And how much chargable work do you think the firm won due to inquiries from this ad?

$1 Million?

Unfortunately for this firm, if you guessed 0, you're correct.

If you've ever done any advertising for your firm, perhaps this has happened to you.

Most firm owners who try this throw their hands up in the air and say:

“Marketing for architects doesn't work!”

“I'm just getting my name out there.”

Well ‘getting your name out there' doesn't pay the bills!

Before we move on, let's make one thing clear:

Advertising is not marketing.

Advertising is one form of marketing, but it isn't marketing.

Like a German Shepherd is a dog, but not all dogs are German Shepherds.

Well the same goes for advertising and marketing.

[pullquote align=”right”]Effective marketing is the process of making your prospects aware of the value your design firm provides and persuading them to take the next step in your process. [/pullquote]

Advertising is a form of marketing, not marketing itself.

Here's my definition of effective marketing for architecture firms:

“Effective marketing is the process of making your prospects aware of the value your design firm provides and persuading them to take the next step in your process.”

How Can Architecture Firm Marketing Be Truly Effective?

So let's get into it – how can architecture firm marketing be truly effective?

Remember the email I got from the New Zealand architect above?

It really works once you get the hang of it …

Well I interviewed this architect on my podcast , the Business of Architecture Show, and she revealed the marketing strategies that she's used to triple her architecture firm income and win better and more fulfilling projects.

It all started when she went to a marketing seminar hosted by her local chamber of commerce in Christchurch, New Zealand.

She had recently left her job working at a large firm to have more freedom and flexibility to spend time with her two children and choose the projects she worked on.

With little funds and no portfolio she soon faced the stark reality that finding and winning new work was going to be no easy task!

Why Most Architecture Firm Marketing Flat Out Doesn't Work

Let me define “doesn't work” by “doesn't get the phone to ring with inquiries from qualified clients.”

Here's why most architecture firm marketing doesn't deliver the results the firm principals hope for:

When most architects market their firms (including the misguided marketing agencies or departments), the only offer they make is the ‘hire me' offer (the BIG commitment).

What's the ‘hire me' offer?

To understand the ‘hire me' offer and why it renders most architecture firm marketing ineffective, you need to understand something I call the ‘client demand pyramid'.

The Client Demand Pyramid

The Client Demand Pyramid (below) represents all the potential clients in your market.

At any one time, a very small percentage of your potential clients are ready to hire an architecture firm.

Let's say 3%.

Most architecture firm marketing targets this 3%.

“Buy me.”

“Hire us.”

Here are a couple of examples of this ‘hire me' offer in action on our friend Google:

Notice how the underlying message of these ‘ads' is ‘hire me'.

The reason most traditional architecture firm marketing fails is because the marketing message is targeted at a very narrow segment of the market – those clients who are ready to move ahead and hire an architecture firm right now!

If you haven't entered the conversation BEFORE the RFP gets issued or the client starts calling architects; you're hosed.

Without the advantage of a little ol' fashioned “know, like and trust”, you're not much more than a commodity.

You know this.

So let's move on.

Going back to the Client Demand Pyramid , you'll notice that below the 3% who are ready to hire now, there's another 91% of your market that is not ready to hire an architect right now.

Now imagine you had a way to communicate with this 91% of your market and build a relationship with them over time, convincing them of the exceptional value of hiring your firm?

What would that be worth to you?

Quite a bit I'll wager.

And this brings us to our next point – a strategy for finding and connecting with potential clients before they start searching for an architecture firm.

So let's go back to our story.

At the marketing seminar, our New Zealand architect met marketing coach Richard Petrie who revealed a strange but highly effective technique for marketing architectural services he calls “The Secret of the Monkey's Fist”.

The Secret of the Monkey's Fist

Richard tells the story about how one day, he was waiting at the seaport to go on an ocean cruise with his family.

As he walked the docks, he noticed the large ropes, called ‘hawsers' that are used to tie up the massive ships.

He wondered how the sailors are able to get these large ropes to shore and tie up the ships.

As this thought went through his mind, he saw a ship approaching shore.

On the deck of the ship a sailor had a thin rope with a “Monkey's Fist” tied to the end of it.

A Monkey's Fist is a type of knot that often contains a stone or steel ball.

When this heavy knot is tied to a thin rope, it allows a sailor to throw the rope, known as a ‘heaving line' a great distance.

As Richard watched, the sailor swung the Monkey's Fist around his head like a lasso and tossed the heaving line to a person waiting on shore.

The longshoreman caught the rope, and pulled the line which was attached to the large hawser, tying up the ship.

In our little analogy here, what does the large ship represent that we as architects are trying to bring to shore?

If you said, “A new project,” then you are right on the money.

Richard Petrie explained to his audience that selling professional services is like bringing a large ship to shore – you need a much smaller commitment before going for the big one!

How The Secret of The Monkey's Fist Will Increase Your Marketing ROI By 500%

Instead of marketing her services directly, as other firms might do, Richard had this New Zealand architect develop educational material targeted to people in the ‘information gathering' phase  of the Client Demand Pyramid.

Your educational and valuable information becomes the Monkey's Fist to bring in the ship.

Using the Monkey's Fist marketing strategy gives your marketing material much broader appeal, and in return, much better results.

By targeting people in the information gathering stage, you give your potential clients the opportunity to develop liking and trust with you … before they ever meet you.

We've found the Monkey's Fist strategy to return results 500% greater (or much more) compared to traditional architecture firm marketing and business development efforts.

Now let's take a look at some specific examples of how to use the Monkey's Fist strategy.

How to Use the Monkey's Fist Strategy

Using the Monkey's Fist strategy is simple, two-step process:

• Create your Monkey's Fist
• Get your Monkey's Fist in front of your target market

Let's have a look at how Richard Petrie had this New Zealand architect deploy the Monkey's Fist strategy.

First she developed her educational content .

Because she focuses on historical home renovations in New Zealand, she prepared the following booklet:

Next, she got the Monkey's Fist in front of her target market.

She did this by setting up a booth at a local trade show.

As a result of this first marketing effort, she got over 140 leads in one weekend!!

In fact, there was actually a line of people signing up to get her information.

Compare that to the typical trade show booth that resembles a ghost town!

Important note: going to a trade show is only one of 100's of possible ways to market your Monkey's Fist. Let's look at a few non-residential examples.

Does the Monkey's Fist Strategy Work for Marketing An Architecture Firm With Non-Residential Clients?

You may be wondering – does the Monkey's Fist Strategy work for marketing to institutional, corporate, educational or other non-residential clients?

Here are some examples that we've helped our clients develop.

An architect based in San Francisco wanted to pick up more optometry office build-outs.

So we helped him develop this Monkey's Fist titled, “8 Step Optometry Office Design Guide”.

He went to a convention, Monkey's Fist in hand.

The result?

Here's what he wrote me in an email:

Hi Enoch, I hope you and your family are doing well. I wanted to give you and the Academy some feedback on my recent experience with marketing my money's fist. I recently went to my first convention (ever) with my monkey's fist in hand, 8 Step Optometry Office Design Guide (I know- it is not the best title) and rather than handing the guide out to anyone walking by I targeted three people. Two were national publishers of eyewear/eye care industry magazines and the third was a speaker at the conference on marketing for eye care professionals. I was extremely surprised how well it went…3 for 3 ! The two publishers would like me to write an article for their upcoming publications and the third would like to broadcast the information to their (mostly Canadian) client base. That was pretty good for an afternoon and still left Vegas with money in my pocket!

Leaving Vegas with money in the pocket – now that's something to be truly proud of.

Let's take a look at one more example of a Monkey's Fist (pulled from our Architect Marketing Academy program).

This architect targets corporate clients who are looking for webcast or broadcast studios.

So we worked with him to develop the Webcast Studio Environments: Cost Guide and Project Budget Considerations .

He marketed it by writing several articles for an industry blog.

75 leads in the first month.

Time To Take Your Marketing To The Next Level

Now, once you've created a Monkey's Fist that works to generate leads, great!

The next step is to set in place 10 – 12 marketing channels for your Monkey's Fist offer.

Marketing channels are places where you can market your Monkey's Fist.

In the examples above, you saw 3 channels: a trade show, a convention, and an industry blog.

The beauty of the Monkey's Fist strategy is that it goes hand-in-hand with your current marketing efforts, like networking at events, in person meetings and online marketing.

The only difference now is that instead of telling people about your firm, you are now spreading the word about your valuable educational content.

A bonus of using this strategy is that you and your team members can say goodbye to feeling hesitant about promoting your firm, or being ‘salesy' and annoying.

You're armed with valuable resources that will help your ideal clients.

This is the ideal win-win.

10 -12 places may sound like a lot of work, however the first step is to get started with one.

Once you see how this works, it will be easy to find more opportunities to market your firm effectively.

As you've seen in the three examples above, the Monkey's Fist strategy is the key to creating a lead generation system for an architecture firm , that works for both residential and non-residential architecture firms.

The beauty of having a systematic way to generate leads is that it works 24 hours a day, 7 days a week to feed your firm.

And when you do this right, these leads are highly qualified and pre-disposed to doing business with your firm.

Essentially, it's like having a team of trained people doing your selling for you.

Summary: Using Marketing To Drive Positive ROI

Congratulations – you now know more about effective marketing for architects than 99% of the architects out there.

[pullquote align=”right”]Aligned with the right positioning, the right market, and the right message, having a lead generation system using the Monkey's Fist strategy is a great way to build prominence, recognition and relationships in your market.  [/pullquote]

You've discovered that the secret to successful and effective marketing that brings results is using the Monkey's Fist strategy in addition to the ‘hire me' offer.

You've seen that targeting the 91% of your market that is in the information gathering stage is the key to marketing that works.

Aligned with the right positioning , the right market , and the right message , having a lead generation system using the Monkey's Fist strategy is a great way to build prominence, recognition and relationships in your market.

Be sure to bookmark this page in your browser as I will continue to update this article with new case studies and information over time.

If you want to know more about creating a lead generation system for your architecture firm, attend my next free, AIA-approved training webinar on How To Win Good Architecture Projects Consistently (Even If You're Shy, Don't Like Selling, or Are Just Starting Out) .

In addition to learning how to generate quality inquiries for your firm, you'll also get 1 credit of continuing education.

What was your #1 takeaway from this article, leave it in the comments below.

And if you enjoyed this article, please share using the social media icons on the left.

ENOCH SEARS

Enoch Bartlett Sears is the founder of the Architect Business Institute, Business of Architecture and co-founder of the Architect Marketing Institute . He helps architects become category leaders in their market. Enoch hosts the #1 rated interview podcast for architects, the Business of Architecture Show where prominent guests like M. Arthur Gensler, Jr. and Thom Mayne share tips and strategies for success in architecture.

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Case studies: How brands are innovating on YouTube

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google  is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA  that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com  incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials  into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District  posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions  for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course  yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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Showcase your company's success using these free case study templates.

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Since 1990, the goal of Rainbow Tours has been the success of every customer’s holiday vacation in Poland. Focused on the carefree spirit of every customer, Rainbow Tours’ vision was to extend the duration of the purchasing process for the travel segment. The strategy was to apply emphasis on effectively closing sales actions to monetize high-quality traffic. That’s why Rainbow Tours aimed to enhance their sales performance on Microsoft Advertising, focusing on search campaigns from early 2022, leveraging their high traffic, and quality metrics from both organic and paid sources as reported in GA4.

The solution

To achieve an extended purchasing process, the agency Bluerank worked with Rainbow Tours to create native remarketing campaigns on the Microsoft Advertising Network . The team focused on Rainbow Tours’ existing and substantial user base from organic and paid channels. This strategy allowed the team to close sales more effectively and complement overall search engine marketing efforts. Microsoft’s Audience ads helped Rainbow Tours broaden its reach within a diverse Polish audience and capitalize on untapped opportunities in Poland.

I'm pleased with the results Bluerank achieved with Microsoft Advertising for Rainbow Tours. They not only boosted our traffic and delivered leads but also unlocked new growth opportunities. Thank you!

— Piotr Wilk, E-commerce Manager ,  Rainbow Tours

The results

The results were outstanding. Since April 2023, Rainbow Tours' remarketing on Microsoft Advertising achieved 3x the efficiency of similar Google Ads campaigns. Remarkably, the revenue generated was comparable to standard remarketing in Google Ads, highlighting Microsoft Advertising’s capacity to drive significantly higher-value transactions.

Key Takeaway: Leveraging Microsoft Advertising’s remarketing capabilities can yield high-value outcomes and more travel orders.

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Email Marketing

Boost Your Business with the Best Email Marketing Platform

Jessica Lunk Digital Marketing Manager

May 16, 2024 4 min read

Email marketing isn’t a “nice to have” marketing strategy. It’s an essential tool for every business, no matter the size. With the right approach and the best email marketing platform , you can effectively reach your target audience , build customer relationships, and ultimately drive sales. In this article, we’re going to explore the importance of email marketing and provide an overview of the features and benefits of the top email marketing platforms available in the market.

But First, the Basics: What is Email Marketing?

Before diving into the world of email marketing platforms, let’s first understand what email marketing is and why it is crucial for businesses. Email marketing is a digital marketing strategy. It includes sending promotional messages or newsletters to a group of individuals via email. It allows businesses to directly reach and communicate with their audience, delivering personalized content , and ultimately driving engagement and conversions.

Email marketing is highly effective and cost-efficient. It’s extremely effective at engaging customers, promoting products or services, and building brand loyalty. Unlike other forms of marketing, email marketing doesn’t relying on intermediaries or algorithms. Furthermore, it offers a higher return on investment compared to other marketing channels .

The Quickstart Guide to Email Marketing

Choosing the right email marketing platform.

Now, let’s explore how to choose the best email marketing platform for your business. When selecting a platform, there are several factors to consider:

• Ease of use : Look for a platform that is user-friendly and intuitive, allowing you to easily create and manage email campaigns .
• Automation capabilities : Automation is a key feature in modern email marketing platforms. It allows you to set up triggered emails , personalized workflows, and targeted campaigns based on customer behavior.
• Email templates and customization options : A good email marketing platform should offer a wide range of customizable templates that allow you to also put your brand identity first, and allow you to create emails that are visually appealing.
• Integration with other tools : Consider whether the platform integrates with your existing CRM system, eCommerce platform, or other marketing tools to streamline your workflow and data management.

Additionally, look for platforms that provide advanced features such as A/B testing , analytics, and segmentation capabilities . These features will help you take your email marketing efforts to the next level and achieve better results.

Benefits of Using the Best Email Marketing Platform for Your Needs

Investing in the best email marketing platform can deliver numerous benefits for your business:

• Increase in customer engagement: With personalized and targeted emails, you can capture your audience’s attention and drive higher engagement rates. By delivering relevant content to your subscribers, you can nurture relationships and encourage them to take action.
• Improved lead generation: Effective email marketing campaigns can generate quality leads for your business. By leveraging automation and segmentation, you can send tailored messages to specific audience segments, increasing the chances of converting leads into customers.
• Enhanced targeting and personalization: The best email marketing platforms provide segmentation, allowing you to target groups of subscribers based on their demographics, behavior, or preferences. Personalization is key to building trust with your audience and driving higher conversion rates.
• Time and cost savings: Automation features offered by top email marketing platforms can save you valuable time and resources. By automating repetitive tasks such as welcome emails , abandoned cart reminders , or birthday greetings, you can focus on other important aspects of your business.

Case Studies: Successful Businesses Using Email Marketing Platforms

Let’s take a look at three case studies that demonstrate the power of email marketing platforms:

• Company A: Company A, an eCommerce retailer, experienced a 50% increase in sales after implementing an email marketing platform. By sending personalized recommendations based on customers’ purchase history and browsing behavior, they were able to drive repeat purchases and upsells .
• Company B: Company B, a software-as-a-service (SaaS) provider, built a loyal customer base through targeted email campaigns. By segmenting their subscribers based on industry and job role, they delivered tailored content that addressed specific pain points and challenges faced by their audience.
• Company C: Company C, a travel agency, optimized its email marketing strategy for higher return on investment. By analyzing campaign data and conducting A/B tests, they were able to identify the most effective subject lines , email designs , and call-to-action buttons. As a result, they achieved a higher conversion rate and increased revenue.

Email Marketing Metrics Handbook

Best practices for effective email marketing.

To make the most of your email marketing efforts, consider implementing the following best practices:

• Segmentation and targeting: We’ve mentioned it a few times, but dividing your email list into smaller segments based on demographics, preferences, or behavior allows you to send personalized content that resonates with each group.
• Compelling subject lines and content: Grab your subscribers’ attention with engaging and relevant subject lines. Additionally, create valuable content that addresses their pain points and offers solutions.
• Optimizing for mobile devices: Most of emails are opened on mobile devices, therefore it is essential to ensure that your emails are mobile-friendly. Use responsive design and test your emails across different devices and email clients.
• Testing and analyzing campaign performance: Continuously test different elements of your campaigns, like your subject lines, CTAs, and email designs. Analyze the results to identify what works best for your audience and make data-driven decisions for future campaigns.

The best email marketing platform can truly transform your business by helping you connect with your audience, drive engagement, and increase sales. By choosing a platform that aligns with your business needs and leveraging its advanced features, you can unlock the full potential of email marketing.

by Jessica Lunk

Digital Marketing Manager

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The use of generative AI in research: a production management case study from the aviation industry

• Published: 10 May 2024

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• R. O. Walton   ORCID: orcid.org/0000-0002-6630-4141 1 &
• D. V. Watkins 1  

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Generative Artificial Intelligence (GAI) marks a groundbreaking shift in research. Unlike traditional AI, GAI can generate novel insights and content using natural language processing. Using case study methodology, this paper explored GAI's application in identifying research gaps in aviation's use of Additive Manufacturing (AM), focusing on Design Optimization. Recent advances, such as ChatGPT-4, enable GAI to process extensive data and recognize complex patterns. The research method includes paper selection, GAI-driven gap analysis, and thematic extraction. Generative AI uncovered research domains but has limitations in content attribution and accuracy. Nevertheless, GAI promises to revolutionize knowledge discovery and problem-solving across various fields.

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Walton, R.O., Watkins, D.V. The use of generative AI in research: a production management case study from the aviation industry. J Market Anal (2024). https://doi.org/10.1057/s41270-024-00317-y

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DOI : https://doi.org/10.1057/s41270-024-00317-y

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