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

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

But with plenty of outdated and filler content creation to just build out a website, it’s hard to find applicable advice that actually works online.

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

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

What is a marketing case study?

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

Typically, it includes a few key elements:

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

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

What are the different types of case studies in marketing?

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

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

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

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

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

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

Why should you use case studies?

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

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

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

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

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

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

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

1. Email marketing case study: Your Therapy Source

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

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

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

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

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

2. Instagram marketing case study: Converse

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

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

Why is that?

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

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

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

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

This is an example of an explanatory case study.

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

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

3. Content marketing case study: porch.com

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

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

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

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

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

4. SEO case study: Zapier study by Ryan Berg

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

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

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

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

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

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

5. PPC case study: Google Ads and Saraf Furniture

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

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

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

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

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

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

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

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

7. Remarketing case study: AdRoll and Yoga Democracy

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

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

Look at these highlights:

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

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

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

8. Influencer marketing case study: Trend and WarbyParker

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

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

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

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

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

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

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

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

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

10. SaaS case study: Asana and Carta

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

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

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

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

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

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

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

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

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

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

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

Build CTAs into your case study pages

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

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

Share case studies as part of your email marketing campaigns

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

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

Use case study video ads to overcome objections

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

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

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

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

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

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

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

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

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

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28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

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

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

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There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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47 case interview examples (from McKinsey, BCG, Bain, etc.)

One of the best ways to prepare for   case interviews  at firms like McKinsey, BCG, or Bain, is by studying case interview examples. 

There are a lot of free sample cases out there, but it's really hard to know where to start. So in this article, we have listed all the best free case examples available, in one place.

The below list of resources includes interactive case interview samples provided by consulting firms, video case interview demonstrations, case books, and materials developed by the team here at IGotAnOffer. Let's continue to the list.

• McKinsey examples
• BCG examples
• Bain examples
• Deloitte examples
• Other firms' examples
• Case books from consulting clubs
• Case interview preparation

Click here to practise 1-on-1 with MBB ex-interviewers

1. mckinsey case interview examples.

• Beautify case interview (McKinsey website)
• Diconsa case interview (McKinsey website)
• Electro-light case interview (McKinsey website)
• GlobaPharm case interview (McKinsey website)
• National Education case interview (McKinsey website)
• Talbot Trucks case interview (McKinsey website)
• Shops Corporation case interview (McKinsey website)
• Conservation Forever case interview (McKinsey website)
• McKinsey case interview guide (by IGotAnOffer)
• McKinsey live case interview extract (by IGotAnOffer) - See below

2. BCG case interview examples

• Foods Inc and GenCo case samples  (BCG website)
• Chateau Boomerang written case interview  (BCG website)
• BCG case interview guide (by IGotAnOffer)
• Written cases guide (by IGotAnOffer)
• BCG live case interview with notes (by IGotAnOffer)
• BCG mock case interview with ex-BCG associate director - Public sector case (by IGotAnOffer)
• BCG mock case interview: Revenue problem case (by IGotAnOffer) - See below

3. Bain case interview examples

• CoffeeCo practice case (Bain website)
• FashionCo practice case (Bain website)
• Associate Consultant mock interview video (Bain website)
• Consultant mock interview video (Bain website)
• Written case interview tips (Bain website)
• Bain case interview guide   (by IGotAnOffer)
• Digital transformation case with ex-Bain consultant
• Bain case mock interview with ex-Bain manager (below)

4. Deloitte case interview examples

• Engagement Strategy practice case (Deloitte website)
• Recreation Unlimited practice case (Deloitte website)
• Strategic Vision practice case (Deloitte website)
• Retail Strategy practice case  (Deloitte website)
• Finance Strategy practice case  (Deloitte website)
• Talent Management practice case (Deloitte website)
• Enterprise Resource Management practice case (Deloitte website)
• Footloose written case  (by Deloitte)
• Deloitte case interview guide (by IGotAnOffer)

5. Accenture case interview examples

• Case interview workbook (by Accenture)
• Accenture case interview guide (by IGotAnOffer)

6. OC&C case interview examples

• Leisure Club case example (by OC&C)
• Imported Spirits case example (by OC&C)

7. Oliver Wyman case interview examples

• Wumbleworld case sample (Oliver Wyman website)
• Aqualine case sample (Oliver Wyman website)
• Oliver Wyman case interview guide (by IGotAnOffer)

8. A.T. Kearney case interview examples

• Promotion planning case question (A.T. Kearney website)
• Consulting case book and examples (by A.T. Kearney)
• AT Kearney case interview guide (by IGotAnOffer)

9. Strategy& / PWC case interview examples

• Presentation overview with sample questions (by Strategy& / PWC)
• Strategy& / PWC case interview guide (by IGotAnOffer)

10. L.E.K. Consulting case interview examples

• Case interview example video walkthrough   (L.E.K. website)
• Market sizing case example video walkthrough  (L.E.K. website)

11. Roland Berger case interview examples

• Transit oriented development case webinar part 1  (Roland Berger website)
• Transit oriented development case webinar part 2   (Roland Berger website)
• 3D printed hip implants case webinar part 1   (Roland Berger website)
• 3D printed hip implants case webinar part 2   (Roland Berger website)
• Roland Berger case interview guide   (by IGotAnOffer)

12. Capital One case interview examples

• Case interview example video walkthrough  (Capital One website)
• Capital One case interview guide (by IGotAnOffer)

12. EY Parthenon case interview examples

• Candidate-led case example with feedback (by IGotAnOffer)

14. Consulting clubs case interview examples

• Berkeley case book (2006)
• Columbia case book (2006)
• Darden case book (2012)
• Darden case book (2018)
• Duke case book (2010)
• Duke case book (2014)
• ESADE case book (2011)
• Goizueta case book (2006)
• Illinois case book (2015)
• LBS case book (2006)
• MIT case book (2001)
• Notre Dame case book (2017)
• Ross case book (2010)
• Wharton case book (2010)

Practice with experts

Using case interview examples is a key part of your interview preparation, but it isn’t enough.

At some point you’ll want to practise with friends or family who can give some useful feedback. However, if you really want the best possible preparation for your case interview, you'll also want to work with ex-consultants who have experience running interviews at McKinsey, Bain, BCG, etc.

If you know anyone who fits that description, fantastic! But for most of us, it's tough to find the right connections to make this happen. And it might also be difficult to practice multiple hours with that person unless you know them really well.

Here's the good news. We've already made the connections for you. We’ve created a coaching service where you can do mock case interviews 1-on-1 with ex-interviewers from MBB firms . Start scheduling sessions today!

Related articles:

Marketing Results

22 Marketing Case Study Examples (With Template)

February 17, 2016 by Will Swayne

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

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

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

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

Why are marketing case studies so effective?

Here are three reasons:

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

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

Our Recommended Case Study Template

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

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

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

How To Promote Your Case Study

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

Here are some of our favourite promotional methods:

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

22 Marketing Case Study Examples

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

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

Read the full case study here.

Paul Strahl , National e-Business Manager

2. Surf Live Saving Foundation

Surf lottery grows online revenue 47%.

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

Yin Tang , Surf Live Saving Foundation

3. ABC Reading Eggs

Integrated search and conversion management for abc reading eggs.

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

Matthew Sandblom , Managing Director ABC Reading Eggs

4. MAP Home Loans

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

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

Craig Vaunghan , Principal MAP Home Loans

5. Inkjet Wholesale

Online advertising roi doubles – in just three months.

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

Glenn Taylor , National Marketing Manager Inkjet Wholesale

6. Breaking Into Wall Street

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

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

Brian DeChesare , Founder Breaking Into Wall Street

7. LatestBuy

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

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

Shaun Campbell , Co-Owner LatestBuy.com.au

8. directSMS

More traffic, less cost, lead volume doubles.

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

Ramez Zaki , Co-Founder directSMS

9. Business Coach and Author, Pure Bookkeeping

Successful marketing automation and 100.95% year on year growth.

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

Peter Cook , Business Coach & Author Pure Bookkeeping

10. Positive Training Solutions

Higher rankings plus more, higher-quality leads.

Marketing Results excels in strategic and online marketing.

James Grima , Managing Director Positive Training Solutions

11. Geelong’s Gym

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

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

Gerard Spriet , Owner Geelong’s Gym

12. Super Finance – SMSF Property

A new pipeline delivering a steady flow of web leads.

Outstanding quality of web generated leads!

Yannick Ieko , Director Super Finance

13. College For Adult Learning – Training Organisation

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

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

Rob Golding , Director College For Adult Learning

14. The Gourmet Guardian – Food Safety Programs

4 times more leads and a 269% revenue increase.

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

Gavin Buckett , Managing Director The Gourmet Guardian

15. Quick Coach – Life Coaching Courses

More qualified sales plus a facebook roi of 1285%.

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

Glen Murdoch , Founder & CEO Quick Coach

16. Investment House – Property Development

Clients lined up for everything we can find.

We have clients lined up for everything we can find.

Colin Ferguson , Managing Director Investment House

17. Cosmetic Surgery Lead Generation

257% increase in qualified lead volume.

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

Dee Tozer , Managing Director Medici Clinics

18. All Suburbs Catering

61% roi gain in less than 5 months….

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

Jeff Veale , Managing Director All Suburbs Catering

19. Trilogy Funding

549 qualified sales leads in 3 months.

549 qualified sales leads in 3 months.

Ed Nixon , Principal Trilogy Funding

20. Customized Stickers

Online revenue rockets by 800%.

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

Anthony Khoury , Managing Director Customized Stickers

21. Technoledge

Engaging ceos of ideal target companies.

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

Tracey James , Director Technoledge

22. First Aid Training

Specialist first aid training company doubles revenue in 6 months.

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

Dave Hundt , Director Kids First Aid

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

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

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Case Interview Types: Master Common Ones Before Your Interview

• Last Updated January, 2024

Rebecca Smith-Allen

Former McKinsey Engagement Manager

On Case Study Preparation , we described what a case interview question is and how you should approach answering one. You can think about that page as your Consulting Case Interview 101 course.

But if we could tell you how to ace your consulting case interview in just one page, Bain, BCG, McKinsey, and other top consulting firms would give out a lot more offers than they do every year.

On this page, we discuss the most common types of case study interview questions . We’ll take your understanding of how to answer these to the next level by outlining the key issues to consider when structuring your answer.

Let’s get started!

Here are the types of cases you might come across during your case interview :

• Profitability Cases 1.1 Profit Optimization 1.2 Revenue Growth 1.3 Pricing Optimization 1.4 Market Entry 1.5 M&A 1.6 Cost Optimization 1.7 Startup / Early-Stage Venture
• Non-Profitability Cases 2.1   Lives Affected 2.2 Retention 2.3 Industry Landscape and Competitive Dynamics
• Market Sizing Questions (also called dinner conversation cases)
• Case Interview Math (also known as consulting math) 4.1 Consulting Math Example 4.2 Summary of Key Things to Remember on Consulting Math Questions

How To Make the Most of Case Interview Practice Time

Help with case study interview preparation.

Nail the case & fit interview with strategies from former MBB Interviewers that have helped 89.6% of our clients pass the case interview.

Profitability Cases

On this page , we discussed case interview  frameworks   that can help you structure your answers to case study interview questions, we introduced the profitability equation. It’s 1 of 2 basic business frameworks you can use to answer any type of case question. 

This formula can help ensure you address all the key aspects of straightforward profitability cases like the following:

A sports apparel retailer has experienced declining sales in its stores over the past year and declining profits. How would you recommend they address their profitability problem?

A cell phone manufacturer is experiencing declining profitability despite strong sales. What should they do to improve their bottom line?

For more detail on the components in this formula and an example of how to use it to solve a case interview question, see our  Case Interview Frameworks  page . Below, we’ll discuss types of profitability problems that go beyond the basics.

Profit Optimization

Perhaps a company is profitable… just not profitable enough . 

Maybe its margins are lower than those of an industry rival. 

Maybe they’ve dipped below its own prior-year performance. 

Perhaps management sees an opportunity to launch a new product, leapfrogging the competition, but needs to generate more cash to invest in development. 

Any of these can be reasons to improve the performance of an already profitable company. 

Sample questions:

A nationwide fast-food chain failed to meet Wall Street expectations on its latest investor call and as a result, its stock price fell significantly. Management wants help identifying opportunities to improve the bottom line.

The CEO of a regional hospital chain is concerned that his company’s profitability is half that of the market leader. How can the company grow its net income?

Use the Profitability Equation

In structuring your analysis of a profit optimization case, you should touch on all 4 components of the profitability equation to understand what the company is doing well and where things have taken a turn for the worse. 

But the underlying problem in this type of case may be more subtle than in a basic profitability question. 

Instead of a big jump in costs or the loss of a large customer wiping out a significant chunk of revenue, the company may be experiencing a couple of small problems that add up to bad news for the bottom line. 

Benchmark Relative to Competition of Past Performance

For example, if our client is a TV manufacturer and we find out that our cost of producing a TV has increased overtime while our prices have remained the same, we can see that rising costs is the reason for our profits declining. 

To turn around the situation, we could look into what the competition is doing to reduce costs. For example, if a competitor is sourcing the same materials as us but from a cheaper supplier, we want to see if we can lower our cost by sourcing from the same supplier.

Benchmark One Business Segment to Another

Another way consultants benchmark performance on revenue and cost levers is by comparing the performance in one business segment or type of end-customer to another . 

Continuing with our TV manufacturing example, we might find that the client has seen costs rise on components in its high-end models but remain constant for its low-end models. 

We can look into what is being done differently in the low-end product group: low-cost sourcing, process improvement, etc. to find opportunities to improve the cost position in the high-end segment.

Use Key Performance Indicators (KPIs)

The company may also need more disciplined business processes and a system for measuring key performance indicators . 

Our TV manufacturer might institute a system for measuring cost per unit on a weekly or monthly basis in order to ensure they have an early warning system to monitor if costs are getting out of line.

To go with these KPIs, a regular process for reviewing the costs and taking necessary action could be instituted. Disciplined processes and performance indicators will help to fine-tune operations over time, taking them from good to best-in-class.

Key concepts to consider when addressing a profit optimization case:

The profitability equation including all its components,

• Benchmarks of cost and/or revenue relative to best-in-class competition and prior year performance.  
• Benchmark the company’s performance segmented by product or type of customer .
• Opportunities for business process improvement and key performance indicators that will allow management to monitor profitability more closely. 

Revenue Growth

Revenue growth case questions focus on companies that, while already profitable, still want to grow. 

They can do this by increasing market share, by selling their existing products to new markets, by selling new products to their existing customers, or by pursuing a combination of these opportunities. 

They can also capture more revenue by increasing prices.

A national chain of fitness centers wants to leverage its brand equity by selling additional products and services to its client base. What incremental products and services can profitably grow revenue?

The president of a printer and ink manufacturer thinks there is an opportunity to provide after-sale service to its customer base. What might be the impact on revenue from entering this market?

Capture Additional Market Share

As its name suggests, this type of case study focuses on the first half of the profitability equation — revenue = price x quantity of units sold. in examining units sold, you should consider the company’s ability to capture additional market share for existing products in the markets it already serves. , what is the company’s current share of the market that of its largest competitor what would it take to capture additional share product improvements a shift in marketing and promotion.

If a chain of fitness centers was our client, for example, we’d look at whether the primary competition was 1 or 2 large chains or a number of small, single-location gyms and tailor our strategy to increase market share accordingly. 

If the competition was single-location gyms, we could promote flexibility for members to use our facilities in multiple locations to bring in new customers. We could also leverage the client’s greater size to outspend the small gyms on advertising.

Branch into New Products or Markets

Also, consider the new products and/or markets the company could branch into . What products do competitors sell that the company doesn’t? Does the company have capabilities that would help them  succeed in other markets?

Our fitness center client could consider selling new products like fitness apparel or vitamins. They could expand into new markets, such as towns and cities adjacent to ones currently served.

Offer Services to Existing Customers

In addition, consider  services that can be sold to existing customers . Post-sales support for equipment, for example. Or consumables used with their products, like ink for a printer manufacturer. Our fitness center client could look into providing personal fitness coaching services to members.

Review Pricing

Lastly, consider the company’s  flexibility to raise prices . Where do their prices stand relative to competitive products or services? Do their products or services have higher quality or value-added capabilities that would command a higher price?

For more examples of revenue growth case interviews, see our  Revenue Growth Case article. 

Pricing Optimization

A company must have a solid product or service offering to be able to take a price increase without seeing a significant loss of sales to competitors. 

If their products or services are strong, then optimizing price can be an important lever to grow revenue.

A manufacturer of kitchen knives sells a range of products, from low-end to professional, to customers at different price points. They’ve developed a new line of knives in collaboration with a celebrity chef and would like help setting the prices for these products.

The airline industry has experienced significant changes in its pricing model over the past few years, with some airlines charging separately for checked baggage, meals, and beverages. A global carrier has asked us to help optimize the pricing of the additional services it provides to customers who fly with them.

Elasticity of Demand

When prices rise, demand for a product goes down and when prices fall, demand rises. You’ll remember this from Economics 101, or perhaps just from common sense. Pricing optimization is all about how much . 

If you can raise prices with demand going down just a little, you can improve a company’s revenues by raising price. If a change in price has a big impact on demand, then raising price could be a big mistake.

The term for this is Price Elasticity of Demand . If demand for a product or service changes a lot in response to a change in price, it’s said to have price elasticity. Products with many substitutes or ones that consumers can easily do without are the most sensitive to price changes. 

For example, if McDonald’s raised the price of the Big Mac, more customers might go to Burger King, Taco Bell, or just eat lunch at home. McDonald’s hamburger sales would fall dramatically.

Substitutes

For some products, demand is relatively insensitive to changes in price. This can be the case for luxury goods, for products that have few substitutes , or for when there are large switching costs. When the cost of home heating oil rises, some customers consider switching to natural gas to heat their homes. But if doing so will require buying a new furnace to run on gas or paying for pipes from their house to the gas distribution network, they won’t make the change unless the change in price is dramatic and/or expected to persist for a number of years. 

3 Methods for Setting Prices

Competitive-based pricing — Setting prices based on the prices of other similar products in the market. This is the simplest method for setting prices. Companies who use competitive-based pricing are price takers.

Cost-based pricing —Setting prices as a function of the cost to provide a good or service plus a profit margin. Cost alone can’t be used to set pricing because if a company’s costs are out of line with its competitors, it may price itself out of the market.

Value-based pricing — Setting prices based on the value provided to customers. Luxury goods are priced well above the cost of their production because customers of these products value association with the prestigious image the product conveys. Products that provide significant value to customers in terms of saving time or providing features not found in other products can be priced higher because they are worth more to customers.

Value-based pricing the best pricing method but it can only be used for products and services that are sufficiently differentiated in the eyes of the customer that they will not change their buying behavior in response to higher prices.

Market Entry

Significant start-up costs will be incurred to develop and manufacture a new product, to launch the marketing campaign, or to build the sales force needed to find customers. 

To ensure that spending money on start-up costs are worthwhile, due diligence needs to be done to estimate the size of the market being considered and the cost of successfully entering it.

A teen fashion retailer has seen its sales boom in the North American market for the past 5 years. They’re considering expansion into international markets. They’d like help identifying which markets provide the best opportunities for their line of clothing.

A not-for-profit organization has been successful at hiring the long-term unemployed to manufacturer furniture made from pallets and other recycled items. They’ve not only designed and created beautiful pieces of indoor and outdoor furniture, but also helped to improve the lives of individuals in one city. They’d like to expand to other products and potentially to other cities and have asked for our help in assessing their options.

There are  4 parts to any market entry case : market size, market attractiveness, costs of entry and capabilities required. Let’s look at each.

Market size

Market sizing is sometimes used as a case interview question on its own. See below for more details . It’s also usually the first part of a market entry case. It addresses how large a market is in terms of annual revenue, number of units sold, or both. The underlying issue is whether there is enough opportunity in a market to make it worth the up-front cost.

To determine whether the amount of sales revenue or unit volume is “enough,” estimate the size of the market based on the information provided by your interviewer or by using factors you can reasonably estimate about the market. You can then consider profit margins and what portion of the market the company must capture to break even.

Market attractiveness

The market a company is thinking about entering may be huge, but it can still be unattractive. Key questions include: What is the profit margin for companies already in the market?  What does the competition in the market look like? Large firms with huge marketing budgets or small companies? 

Costs of entry

Will new technology, equipment, sales staff, or something else be required to succeed in the new market? If so, what will it cost? The greater the investment required to enter a market, the more difficult it will be to recoup the initial investment.

Capabilities

Does the firm being discussed have what it takes to succeed in the new market? In some markets, the key to success is marketing expertise and distribution. In others, it’s low costs and disciplined business processes. Identify the key attributes of success in the market and whether the company possesses those attributes.

To learn how you can structure and break down a case such as these, visit the  Case Interview Frameworks  page can help you think through important factors in this type of consulting case interview question.

Above, we looked at how to analyze a market entry case. 

If a market is attractive but the client does not have all the capabilities required to succeed in it, it may decide to buy the right capabilities through a merger or acquisition (M&A). 

They could also consider M&A opportunities if they need to enter the market fast rather than build capabilities over time.

The number 3 competitor in the cellular phone services market is at a disadvantage relative to its larger competitors. Providing cellular phone service has high fixed costs—for the equipment that transmits calls, the retail stores that sell phones and provide in-person customer support, and the marketing spend that is key to customer attraction and retention. The CEO is considering acquiring a smaller competitor in order to gain market share. He would like our help thinking through this decision.

The president of a national drug-store chain is considering acquiring a large, national health insurance provider. The merger would combine one company’s network of pharmacies and pharmacy management business with the health insurance operations of the other, vertically integrating the companies. He would like our help analyzing the potential benefits to customers and shareholders.

When you get this type of case, ask your interviewer why the company is considering the merger or acquisition. They may provide key information on the size and attractiveness of the market the target company is in. Assuming the target company is in a large, attractive market and has the critical capabilities required to succeed in that market, then you should consider whether it is better to build the new business internally or undertake a merger or acquisition. 

If two companies are considering a merger, they still have to persuade their shareholders that the 2 companies would be more valuable working together than on their own. The value the companies can create by working together is called  synergy .

Synergies from a merger or acquisition can be on the cost side, the revenue side, or both. Cost synergies include leveraging fixed costs across more business or cutting costs duplicated in both firms’ operations. Revenue side synergies include selling a broader range of products through the existing sales force or distribution channel. 

The synergies created by the merger or acquisition must be greater than the premium that must be paid to secure the deal in order for the transaction to make sense.

Integration

Mergers and acquisitions are large and complicated transactions. They require  integrating  the talent, systems, policies, and processes of the 2 organizations. Synergies that look good on PowerPoint slides do not always accrue in real life. In addition, key employees may quit during the disruption and uncertainty the M&A activity causes. Even if substantial synergies are identified, a company should consider whether it can successfully undertake the integration.

Regulatory Approval

Lastly, mergers of large companies in regulated markets (financial services, telecommunications) and concentrated markets (ones with only a few large competitors) can require government approval . The possibility of the government blocking the merger or acquisition should be considered in this type of case.

Cost Optimization

A top-3 home improvement retailer has seen price increases from several of its vendors, squeezing its bottom line. The company wants to know how it can cut costs to restore its margins to their previous levels.

The head of an automobile manufacturer has seen its production costs rise over the last several years. She wants your help in turning around this trend.

The most important thing to understand when addressing this type of case is what is going on with fixed costs and variable costs . The costs can be broken down and compared to competitors’ costs or costs in prior years to identify opportunities for improvement.

As a reminder, here are the definitions of fixed and variable costs:

Fixed Costs

Costs that you incur just because you are in business regardless of how many units you sell. Examples: factory rent, equipment depreciation, compensation for salaried employees, and property taxes. A way to think about fixed costs is that a cost that does not change over the short-term, even if a business experiences increases or decreases in its sales volume.

Variable Costs

Costs that only incur when you begin to produce units (if you sell nothing you have no variable costs). Examples: sales commissions, credit card transaction costs, and sales taxes. A way to think about variable costs is that a cost that does change over the short-term. More sales volume will mean more variable costs.

Startup / Early-Stage Venture

Startup and early-stage venture cases have some similarities to market entry cases. 

Ensuring that the market the company is going after is big enough and has high enough margins to be attractive is important, as is understanding their competition. 

Startups are small, nimble companies with only a handful of key employees and limited access to cash. These factors need to be taken into account.

A student from Iceland studying in the U.S. has determined there’s a big opportunity to bring Icelandic-style yogurt to this market. How would you recommend he proceed?

A software company has developed video technology that can be used to quickly and easily create short videos that can be sent to a colleague in place of typing a long email. This disruptive technology will take advantage of the cameras built into cell phones and laptops as well as consumers’ preference for watching a video rather than reading text. The company has a small number of beta customers and is looking for advice on how to ramp up their product to attract a wider audience.

When answering this type of case, focus on the key things that help these small, fast-growth ventures move with agility as they search for the product and business model that will attract customers and investors. 

The Right People

They need the right people —ones with product savvy, marketing savvy and investor savvy to make it. 

A Minimum Viable Product

They need a minimum viable product . This is an initial version of their product offering that will attract paying customers, allowing them earn money and to collect feedback that can be used to improve the product. It will also serve as a proof-of-concept to investors. 

A Business Plan

Start-up and early stage venture also need an initial business plan addressing how they will bring their product to market.

Non-Profitability Cases

Some might focus on charitable organization. Others might focus on businesses issues that don’t relate directly to profits, such as employee retention or understanding the competitive dynamics in an industry. 

An overview of how to approach non-profitability cases is found on this page .

This section focuses on key concepts to address in a few common types of non-profitability cases.

Lives Affected

Government agencies and charitable organizations don’t aim to maximize profits. Nonetheless, they do important work that affects many lives. 

They might hire a consulting company to help them improve their effectiveness, or a consulting firm might take on an important project for a charitable organization on a pro-bono basis. 

The state agency that administers the free summer lunch program for children of families under a certain income threshold wants to increase the reach of its program. How would you advise they approach this? 

Malaria is a devastating disease, affecting hundreds of millions of individuals each year. It’s transferred to humans by mosquitoes, with most of the cases occurring in South Asia and Sub-Saharan Africa. Though drugs to treat the disease exist, many in the affected regions don’t have access to or can’t afford these drugs. The disease is a strain on the economies of several nations, perpetuating the cycle of poverty. What can be done to alleviate this disease and its adverse economic effects?

Key Performance Indicators (KPIs)

A detailed example of how to approach a lives affected case is provided  here .  As discussed in that case, the key to answering this type of question is to find the key performance indicator (KPI) the organization is trying to improve. In the case of the first sample question above, this is the number of free lunches served to needy children. 

Benchmarking

Once you’ve established the KPI, the case can be answered in the same way you’d answer any case question on business improvement. You can benchmark the organization’s performance by looking at trends in the KPI over time or comparing the growth of the organization’s KPI to that of other organizations serving the same target population to assess whether the agency is doing a good job meeting their mandate or falling behind. If they are falling behind, drill down into the factors that might be causing them to do so.

Cases focused on employee retention are not directly about profits, though the loss of key skills when employees depart and the cost of training new hires require hurts the profitability of organizations with high turnover. 

A fast-food chain is experiencing an increase in the already-high rate of employee turnover typical in its industry. It’s also experiencing trouble attracting qualified new employees. What would you suggest?

The school system in a middle-class suburban town is experiencing higher-than-normal rates of teacher attrition. With a tight budget, they are unable to simply raise salaries to hold onto experienced teachers. What options does the school system have for increasing teacher retention?

Conducting retention interviews —interviews with departing employees to find out why they’re leaving the organization—is a standard practice in most organizations. Because of this, there should be data available on what employees like about their jobs, don’t like about their jobs, why they looked for new opportunities and what new job they’re taking. Ask your interviewer for this information, as well as survey data on the job satisfaction of all employees. It can be used to develop a multi-pronged approach to improving employee retention.

• Look for opportunities to enhance aspects of the job that appeal to employees and change the negative aspects of working for the organization. For instance: What about the job is appealing? 
• Do employees see the work of the organization positively impacting the broader community? 
• Do employees like their colleagues, recognition they receive from management, the financial package provided? 

Industry Landscape and Competitive Dynamics

Cases focused on the landscape of an industry and its competitive dynamics are about the big-picture strategic issues that must be taken into account to compete effectively in that industry.

The traditional newspaper industry is facing heavy pressure from free online news organizations that don’t face the cost of printing a traditional newspaper and are able to leverage Internet ads as a source of revenue. The publisher of an award-winning regional paper would like your help in assessing and responding to this new threat.

The food and beverage industry faces disruption to their traditional brands as organic and small-batch products gain favor with consumers. How should companies in this industry respond to this new of competitive threat?

When analyzing this kind of case, first look for what is changing in the industry —consumer preferences, brand loyalty, barriers to entering the market, regulation, the industry’s cost structure, etc. Ensure you know what the source of change is before you begin to look for a strategy to help the client succeed in the new marketplace. 

For tips on structuring a case like these, visit the  Business Frameworks page . SWOT analysis and other frameworks include some factors to consider in this type of consulting case interview question.

Market Sizing Questions (Also Called Dinner Conversation Cases)

Market sizing cases are focused on establishing the size of a market in terms of annual revenue or the number of units sold rather than determining how to compete successfully in the market. 

Consulting firms often ask market sizing questions early in the consulting interview process or in interviews of undergraduate students who may not have a deep business background. 

They can also be one component of complicated, multi-step cases in later-round interviews. Market sizing questions focus on making logical estimates, showing creativity, and doing basic math.  

What is the size of the market for organic toothpaste in the United States?

How many golf balls would fit inside the Empire State building?

What Are Consulting Interviewers Looking for on Market Sizing Cases?

With case interview questions of this type, you’re not expected to know the answer, but instead to show a logical way of deducing it. Committing a few key facts to memory would serve you well. For example, knowing the population of the United States (or the country you live in) would give you a good place to start as you think through the size of the market for various retail goods. Gross domestic product can help with sizing industrial markets.

Key Statistics to Know for Market Sizing Case Questions:

The Population of the United States 2019 – 329 million according to the US Census Bureau .

World population in 2015 – 7.4 billion according to the United Nations DESA / Populations Division .

2018 Gross Domestic Product of the United States – $20.5 trillion according to the Bureau of Economic Analysis of the U.S. Department of Commerce .

Statistics like these give you a good foundation to start your market size analysis. For instance, you could begin estimating the size of the U.S. market for organic toothpaste with the US population. From there, make logical assumptions:

• How many times a day does the average American brushes their teeth?
• How many toothpaste applications are in the average tube of toothpaste?
• How much does the average tube of toothpaste cost?

These assumptions will allow you to calculate the size of the overall toothpaste market in terms of annual revenue. To get to the annual revenue of organic toothpaste you’ll also need to estimate:

• What portion of toothpaste consumers prefers organic toothpaste?

You can (and should) bring paper and a pen into consulting interviews. Use these to keep track of your assumptions as you work through them and to do the basic math required to come to a conclusion.

 Our Market Sizing Questions article has a list of the 7 steps to answering this type of question.

Key Things to Remember When Answering a Market Sizing Question:

• Ask clarifying questions. Does the interviewer want the market size in terms of dollars or units? For the United States, North America, the world?
• Use round numbers for simplicity. For instance, using $20 trillion for U.S. GDP rather than $20.5 would be fine.
• Creativity in your approach to approximating the market is important, but so is good sense. Don’t be so creative that your answer lacks credibility.
• Practice case math so you can do it quickly and correctly even under the stress of an interview.
• Give your answer a sniff-test at the end. Does it make sense? This will both show that you are careful in your analysis and give you the chance to fix an arithmetic mistake if you find you’re way off. 

Case Interview Math (also known as consulting math)

Management consulting interviewers screen candidates to ensure that they can do basic math. 

Don’t worry if you didn’t ace multivariate calculus, the math is usually basic arithmetic—addition, subtraction, multiplication, division and fractions/percentages. You may also be asked to extract data from charts and convert from one unit of measure to another.

As mentioned in the discussion of market-sizing case questions above, you can and should bring a paper and pen into the interview. It’s fine to write out your calculations.

Consulting Math Example

In each step, we’ll provide a sense of how we are making the estimate so that the interviewer knows we’re not just grabbing a number out of the air. We want our answer to be as grounded in fact as possible. 

The population of the United States: 329 million. We’ll round to 330 million for simplicity.

The number of times the average American brushes their teeth – 2 times per day. Some people brush at lunchtime too, but that’s probably offset by people who only brush once a day.

330 million people brushing 2x’s per day gives us 660 million toothpaste applications/day.

To get to an annual number of toothpaste applications, we need to multiply by 365. That’s 241 billion toothpaste applications. We’ll round to 240 billion for simplicity.

A tube of toothpaste usually lasts me about 2 months. That means we need to divide by 120 toothpaste applications per tube to come up with the number of tubes sold annually (2 months x 30 days/month x 2 applications/day). 240 billion toothpaste applications / 120 applications per tube = 2 billion tubes of toothpaste sold in the U.S. every year.

The cost of toothpaste ranges from $1 for inexpensive brands to $4 for expensive brands, but the average cost is probably about $2. This means the total revenue for toothpaste sold in the U.S. is 2 billion tubes x $2 or $4 billion.

The percent of the toothpaste market that’s organic is a little tricky to estimate. In the grocery store I shop in, there’s 1 aisle of organic goods in a store that has 20 aisles – that means organic products make up 5% of shelf space (and presumably also of sales). 

I think that people would be less likely to buy organic toothpaste than organic food, because you eat organic food, but you spit organic toothpaste out into the sink. Organic products always cost more and organic toothpaste doesn’t seem quite as important to your health. 

Conclusion: Based on that, I’ll say that 1% of the market for toothpaste is organic, so if $4 billion in toothpaste is sold in the U.S. every year, $40 million of it is organic toothpaste.

Is our answer right? 

Probably not exactly. There are different sizes of toothpaste tubes, a complication that we did not consider in this analysis. There might be some people who don’t brush their teeth every day. That would mean that we overestimated consumption. 

But our estimate of the market size for organic toothpaste is reasonable and grounded in logical assumptions. We could sniff-test our answer by comparing it to a market size we know, or to GDP, one of the facts we suggested having in your back pocket for market sizing case questions. 

U.S. GDP was about $20 trillion in 2018. Our estimations suggest that the overall toothpaste market is $4 billion. That means toothpaste is 1/5,000 of the U.S. economy, and the market for organic toothpaste is 1% of that. 

That sounds plausible. If your answer showed that the market for organic toothpaste was larger than U.S. GDP, it would be a clear indication that you made a mistake somewhere along the way.

For the 4 types of math problems you’ll be asked to compute as part of case studies, read Case Interview Math.

Above, we’ve provided you with 11 different types of case interview questions you might be asked during your consulting interviews. We’ve also told you that you need to get great at doing case math. 

Overwhelming? It can be.

But it doesn’t have to be.

The best way to prepare for your consulting case interviews is NOT to spend hundreds of hours reading every case study question and answer you can get your hands on. Instead, see our page on Case Interview Practice  to find out how to make the most of your interview prep time. In addition, check out this video where Davis Nguyen, Founder of My Consulting Offer, talks about how mastering the case interview is made easier when you focus on the most common types of cases. 

Here in an online workshop he conducted for  Columbia University, NYU, and Cornell students, you can see why this approach is so effective:

After studying the information on this page, you have an in-depth understanding of the types of cases you could be asked to analyze in consulting interviews. From Davis’s video, you know why this is so important to focus on the main types of cases. You’re well prepared to find a case study practice partner and begin practicing.

As you prepare for case interviews, you should use this page in conjunction with  Case Interview Examples , where you’ll find links to sample case study questions and their answers. Remember that while it is important to discuss all the appropriate aspects of a business case, it’s important to structure your analysis and your answer. Refer back to our page on  Case Interview Frameworks   to ensure that you’re not just practicing more cases, but doing them better.

If you still have questions, leave them in the comments below. We’ll ask our My Consulting Offer coaches and get back to you with answers.

• Market Sizing Questions
• Cost Reduction Case Interview
• Case Interview Workshop Video
• Written Case Interviews
• Market Sizing Cases
• M&A Case Study
• Revenue Growth Case Interview
• Pricing Case Interview
• Financial Services Cases
• The Healthcare Consulting Case Interview
• Supply Chain Cases
• The Social Impact Case Interview
• Case Interview Formulas

Thanks for turning to My Consulting Offer for advice on case study interview prep. My Consulting Offer has helped almost 89.6% of the people we’ve worked with get a job in management consulting.  For example, here is how Thomas was able to get a BCG offer with just a short time to prepare..

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How to Write a Marketing Case Study (With Examples)

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

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

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

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

Let’s get started.

What is a Marketing Case Study?

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

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

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

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

Why Write a Marketing Case Study?

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

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

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

How to Write a Marketing Case Study

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

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

Components of a Marketing Case Study

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

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

Marketing Case Study Examples

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

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

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

1. Surf Live Saving Foundation

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

2. StyleHaul & Asana

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

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

3. Red Sox and CTP

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

4. SimpleTexting & U.S. Hunger

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

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

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

Marketing Case Studies are Key to Brand Trust

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

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

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

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• Case Studies
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Lessons from the Field: Analyzing Successful Marketing Case Studies

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

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

Understanding the Importance of Case Studies in Marketing

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

The role of case studies in marketing strategy development

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

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

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

How case studies provide real-world examples and insights

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

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

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

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

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

Identifying Key Elements of Successful Marketing Case Studies

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

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

Defining the objectives and target audience of the case study

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

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

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

Selecting the right case study subjects for analysis

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

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

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

Analyzing the structure and format of successful case studies

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

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

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

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

Extracting Valuable Insights from Marketing Case Studies

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

Identifying successful marketing strategies and tactics

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

Understanding the impact of market research and data analysis

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

Learning from innovative and creative marketing campaigns

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

Applying Lessons Learned to Improve Marketing Strategies

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

Implementing successful case study findings into marketing plans

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

Adapting strategies to fit different industries and target markets

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

Measuring the effectiveness of marketing strategies based on case study insights

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

Storing Templates in the HIVO Platform

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

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

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

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

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Blog Graphic Design 15+ Case Study Examples for Business, Marketing & Sales

15+ Case Study Examples for Business, Marketing & Sales

Written by: Alice Corner Jan 12, 2023

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

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

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

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

Click to jump ahead:

What is a case study?

What to include in a professional case study, business case study examples, simple case study examples, marketing case study examples, sales case study examples.

• Case study FAQs

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

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

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

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

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

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

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

Here’s an example of a case study template:

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

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

Conduct a B2B case study by researching the company holistically

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

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

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

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

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

Highlight the key takeaway from your marketing case study

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

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

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

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

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

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

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

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

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

Use charts to visualize data in your business case studies

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

Making charts is even easier with Venngage.

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

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

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

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

Use direct quotes to build trust in your marketing case study

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Show off impressive results with a bold marketing case study

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

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

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

Use a simple but clear layout in your case study

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Add long term goals in your case study

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

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

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

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

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

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

Use data to make concrete points about your sales and successes

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

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

Make impactful statistics pop in your sales case study

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

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

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

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

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

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

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

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

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

Case study examples summary

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

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

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

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

Case study FAQ s

Why should you write a case study.

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

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

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

How should you write a case study?

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

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

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

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

Some good questions you could ask would be:

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

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Persuasive Marketing Case Study Examples & Templates

Get examples of marketing case study mastery. Learn by example how to engage and convert more prospects and launch your effort with battle-tested templates.

Dominika Krukowska

9 minute read

Short answer

What makes a great marketing case study.

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

Are your marketing case studies falling flat?

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

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

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

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

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

Let’s get started!

What is a marketing case study?

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

What is the purpose of a marketing case study?

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

1) To present a narrative of success

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

2) To build trust

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

3) To inspire action

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

4) To show relevance

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

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

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

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

—Amotz Harari, Head of Marketing at Storydoc

What should a marketing case study include?

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

A compelling marketing case study should include:

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

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

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

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

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

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

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

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

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

What are the main types of marketing case studies?

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

4 case study types to consider:

1) Problem-solution case study:

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

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

2) Before-and-after case study

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

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

3) Success story case study

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

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

4) Interview style case study

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

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

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

Best marketing case study examples to inspire you

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

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

Let's dive in:

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

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

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

2. Dove's Real Beauty Sketches

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

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

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

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

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

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

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

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

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

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

6. L’Oreal Paris and Google

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

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

You can watch the case study below:

7. How Bitly solved the omnichannel challenge

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

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

8. Gannett marketing operations grows digital subscriber base with Asana

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

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

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

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

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

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

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

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

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

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

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

Marketing case study design examples you can use as your template

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

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

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

Why you shouldn’t make case studies as PDFs

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

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

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

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

What you can do instead

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

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

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

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

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

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

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

Here’s how PDF and Storydoc case studies compare:

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So meistern Sie die Case Study im Assessment Center

Die Case Study oder Fallstudie ist eine fachbezogene Analyseaufgabe im Assessment Center. Wir verraten Ihnen exklusiv, was eigentlich von Ihnen als Bewerber erwartet wird um gut zu bestehen.

• Aufgabentyp : Einzel- oder Gruppenaufgabe
• Methode : Simulation des Berufsalltags durch ein praxisnahes Problem der Branche
• Ziel : Abfragen des Fachwissens, strategischen Denkens und der analytischen Auffassung der Aufgabe

Warum eine Case Study?

Das klassische Bewerbungsgespräch stößt methodisch an seine Grenzen: Zwar bietet es die Chance Bewerber im Gespräch näher kennenzulernen, doch fehlt im Interview die Möglichkeit die Fähigkeiten eines Bewerbers vorab zu testen. Genau dafür wurde das Assessment Center mit seinen Teilaufgaben wie z. B. der Fallstudie entwickelt. Ziel ist es im Vorfeld mehr über den persönlichen Arbeitsstil eines Bewerbers zu erfahren . Eine Fallstudie soll zeigen, wie das Entscheidungsverhalten und das strategische Denken des Bewerbers ausgeprägt sind.

Was ist eine Fallstudie?

Bei der Case Study handelt es sich um eine schriftliche Übung , die das Arbeitsverhalten der Teilnehmer simuliert. Ziel ist es, ein komplexes aber dennoch überschaubares Problem in einer vorgegebenen Zeitspanne zu lösen und im Anschluss schlüssig zu präsentieren. Personaler wollen mit dieser praxisnahen Aufgabe das fachliche Wissen und die Entscheidungsfreude von Bewerbern abfragen. Eine Fallstudie kann eine Einzel- oder Gruppenaufgabe sein. In Fallstudien sind Bewerber häufig auf sich gestellt: Sie bearbeiten selbständig Fragestellungen, analysieren eine Problemsituation und entwickeln Lösungsalternativen . Während der Bearbeitung findet kein Austausch statt, ein Feedback gibt es erst nach der Aufgabe. Aber keine Bange, das Gute daran : Es gibt nicht die eine richtige Lösung, die Sie suchen müssen. Vielmehr geht es darum, Ruhe zu bewahren, alle Aspekte der Aufgabe genau zu berücksichtigen und sich strukturiert mit einem kühlen Kopf einen Lösungsweg zu überlegen. Ist die Case Study hingegen als Gruppenaufgabe angelegt, kommt es außerdem auf den Teamgeist und Ihre Kooperationsbereitschaft an.

Case Study: sechs Fähigkeiten auf dem Prüfstand

Im Assessment Center konzentrieren sich die Personaler meist hauptsächlich auf diese Eigenschaften, wenn sie den Bewerber und seine Bearbeitung der Fallstudie bewerten:

• Methoden- und Fachwissen
• Strategisches Denken
• Analytische Erfassung der Aufgaben
• Reduktion von Komplexität
• Schnelle Einarbeitung in eine komplexe Management-Aufgabe
• Entscheidungen priorisieren

Die Case Study: der „Cousin“ des Postkorbs

Die Fallstudie und die Postkorbübung sind eng miteinander verwandt. In beiden Fällen geht es weniger darum die eine richtige Lösung zu finden, sondern anschließend das Lösungsergebnis sinnvoll und transparent darzulegen. Ganz nach dem Motto: Vom Kopf aufs Blatt - zeigen Sie, was in Ihrem Kopf passiert und machen Sie Ihre Gedanken für die Prüfenden verständlich und sichtbar. Profi-Tipp : Erklären Sie deshalb genau, welche Fachkenntnisse Ihnen geholfen haben, wie Sie Aufgaben priorisiert haben, wie Sie den Fokus aufs Wesentliche gelegt haben und stellen Sie gekonnt Ihre Analysefähigkeit heraus. Sehr wahrscheinlich hat der Problemfall in der Assessment Center-Fallstudie mit einem  branchenspezifischen Themengebiet zutun. Deshalb ist es sehr hilfreich, sich gut vorzubereiten. Die besten Chancen haben Sie, wenn Sie sich mit realen Herausforderungen des Unternehmens beschäftigt haben (z. B. Konkurrenzverhalten, Marketing-Strategien) und sich bestens in der Branche auskennen. Behalten Sie aktuelle Entwicklungen in der Branche im Blick - ganz leicht mit einem Google Alert oder mit Hilfe von XING News-Seiten .

Beispielinhalte für Fallstudien

In der Praxis wird zwischen längeren Fallstudien und Kurzfällen unterschieden, die in ihrem Umfang und ihrer Bearbeitungszeit variieren können.  Längere Fallstudien enthalten umfassendes Informationsmaterial zu einem komplexen Problem, während Kurzfälle aus mehreren kürzeren Problemstellungen bestehen. Je nachdem, wie streng das Auswahlverfahren und wie detailliert die Aufgabenstellung ist, kann die Case Study mehrere Stunden oder sogar bis zu einem Tag dauern. Die Aufgabenstellung kann beispielsweise die Optimierung der Abläufe in einem Hotelbetrieb thematisieren, oder die Reorganisation einer Bibliothek nach einer Budgetkürzung um 10 Prozent, oder etwa aus der Erstellung eines Marketing-Konzepts für ein Konsumgüterprodukt bestehen. Fallstudien bilden eine gute Grundlage für Gruppendiskussionen . Im weiteren Verlauf des Assessment Centers können Fallstudien/Kurzfälle zur Diskussion einer Frage (wie z. B. „Was wären die wichtigsten Maßnahmen, um dieses Unternehmen wieder profitabel zu machen?“) mit anderen AC-Teilnehmenden herangezogen werden.

BEISPIEL KURZFALL

Bitte lesen Sie sich die folgenden Sachverhalte durch und bearbeiten Sie die jeweiligen Fragen. Für die Präsentation haben Sie sieben Minuten Zeit. Sie haben keine Hilfsmittel zur Präsentation zu Verfügung.

Kurzfall 1 :

Sie sind Betriebsleiter in einem Produktionswerk. Als Sie in die Fräserei kommen, fliegt auf einmal ein Knäuel dreckige Putzwolle von hinten knapp an Ihrem Kopf vorbei. Sie drehen sich sofort um, können aber nicht feststellen, wer das Knäuel geworfen hat. Alle Mitarbeiter arbeiten und nehmen keinerlei Notiz von Ihnen.

- Wie verhalten Sie sich? Stellen Sie Ihre Vorgehensweise dar und erläutern Sie diese.

Kurzfall 2 :

["Beispielaufgabe..."]              (Vgl. Schuhmacher 2014 )

Die Fallstudie ist eine beliebte Methode, um das praktische und theoretische Wissen von Bewerbern zu überprüfen. Wie immer spielt auch hier eine gute Vorbereitung auf die Case Study eine große Rolle. Denn: Je anspruchsvoller der Traumjob ist, desto strenger ist in der Regel auch das Auswahlverfahren für Bewerber. Beherzigen Sie deshalb die folgenden Tipps:

• Persönliche Vorbereitung zum Beispiel mit unserem Logiktest
• Frischen Sie gegebenenfalls Ihr Fachwissen auf
• Seien Sie ein Branchenkenner: Was News angeht, sind Sie up-to-date und kennen aktuelle Herausforderungen der Brache/des Unternehmens

Test: unternehmerische Berufe

Bringen Sie die Fähigkeiten für einen unternehmerischen Beruf mit? Versetzen Sie sich gedanklich in die Rolle einer Führungskraft, um z. B. die Motivation von Mitarbeitern, strategisches Denken und die Bereitschaft Risiken zu übernehmen. Jetzt Management-Test starten     Text: Anna-Carina Kruse

Service-Info : Sie möchten AC-Profi werden? Dann ist es gut genau zu wissen, welche Aufgaben und Übungen Ihnen im Assessment Center begegnen können. Lesen Sie deshalb auch die anderen Artikel zu Übungen des ACs:  Logiktest ,  Persönlichkeitstest ,  Postkorbübung , Präsentation und  Rollenspiel .

Veröffentlicht 05.07.2017

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Case Study Übung mit Lösung: Beispiele & Tipps 📝

Anna Milena von Gersdorff

(Head of Marketing)

Anna Milena von Gersdorff leitet als Online-Marketing Expertin den GWriters Blog sowie alle Veröffentlichungen, Änderungen und Sonderaktionen auf unserer Webseite. Darüber hinaus ist Sie für gesamte Öffentlichkeitsarbeit und die Kommunikation mit unseren Medienpartnern zuständig.

Bewerbungsgespräch: Case Study vorbereiten

Wenn Ihnen eine Case Study im Bewerbungsgespräch vorgelegt wird, müssen Sie die Lösung unter Zeitdruck finden. Wie viel Zeit Ihnen zur Verfügung steht, hängt von der Aufgabenstellung ab. Manchmal ist eine Case Study für eine halbe Stunde ausgelegt, im Assessment Center dauert sie aber manchmal auch einen halben Tag oder länger.

Bei der Lösung einer Case Study kommt es nur in zweiter Linie auf den Inhalt an. Wichtig ist v.a., dass Sie analytisch herangehen und den Fall logisch und nachvollziehbar darstellen. Wie der Name schon sagt, geht es beim Erstellen von einer Case Study um einen Einzelfall, den Sie korrekt bearbeiten müssen. - Die Lösung einer Case Study lässt sich üben, damit Sie in der Prüfungssituation genau wissen, wie Sie vorgehen müssen. In der Bewerbungssituation bekommen Sie das wichtigste Material zum Fall zur Verfügung gestellt und müssen zeigen, dass Sie mit den Daten und Fakten umgehen können.

Wenn Sie eine Case Study bearbeiten, gehen Sie im Prinzip immer gleich vor. Zu jedem Teil der Analyse gibt es Leitfragen. Wenn Sie diese Fragen verinnerlichen, dann haben Sie schon einen wichtigen Teil der C ase Interview Vorbereitung geschafft. Wir zeigen Ihnen im Folgenden den grundsätzlichen Aufbau einer Case Study.

Fallstudie Aufbau: Das müssen Sie beachten

Unternehmen wünschen meist eine Case Study mit Lösung für ein komplexes Problem. Dabei müssen Sie das Rad nicht neu erfinden, sondern für die konkrete Fallstudie im Beispiel lediglich alle Informationen bündeln und strukturieren. Im Internet finden Sie verschiedene Case Studies als Beispiele mit Aufgabenstellungen und Musterlösungen . Anhand dieser konkreten Beispiele aus der Praxis können Sie üben, wie Sie eine Fallstudie lösen. Die Beispiele werden häufig von realen Unternehmen zur Verfügung gestellt. Die Probleme und die Lösungen dazu sind also relevant für die Praxis.

Grundsätzlich gilt folgender Leitfaden für die Erstellung einer Case Study: Problem, Lösung, Ergebnis. Sie können sich ein beliebiges Praxisbeispiel heraussuchen und die Fallstudie nach diesem Schema lösen. Auf manchen Seiten bekommen Sie die Lösung mitgeliefert und können daher überprüfen, ob Ihre Case Study für das Unternehmen passen würde.

Case Study Aufbau: Problem

Case Study Aufbau: Lösung

Case Study Aufbau: Ergebnis

Case study übung mit lösung als vorlage benutzen.

Für eine Case Study in einem Bewerbungsgespräch müssen Sie gut vorbereitet sein. Wenn Sie die richtigen Fragen stellen, entwickeln Sie die Lösung für die Aufgabe gemeinsam mit dem Interviewer. Anders sieht es aus, wenn Sie eine Fallstudie in einer Hausarbeit bearbeiten müssen. In solchen Fällen sind Sie auf sich allein gestellt.

Sie können sich natürlich auch für eine Fallstudie in einer Hausarbeit ein Beispiel mit Lösung und Leitfragen heraussuchen und Ihre eigene Case Study so ähnlich aufbauen. Allerdings laufen Sie dabei immer Gefahr, nicht alle relevanten Fakten zu erfassen. Unsere Ghostwriter sind Profis und wissen, wie sie eine Fallstudie lösen können. Wenn Sie Zweifel haben, können Sie sich also von Profis unterstützen lassen. Ghostwriter zeigen Ihnen den korrekten Aufbau der Case Study für ein Unternehmen .

Case Study Beispiel in einer Hausarbeit

Wenn Ihre Professoren Sie über eine Case Study eine Hausarbeit schreiben lassen , haben Sie deutlich mehr Zeit und können das Beispiel viel genauer darstellen. Sie können die Zahlen und Fakten ordentlich recherchieren. Wenn Sie sich auf ein konkretes Unternehmen beziehen, können Sie sogar mit realen Zahlen arbeiten. Allerdings wird von Ihnen bei einer schriftlichen Case Study auch eine viel höhere Genauigkeit erwartet. Während im Case Interview eher Ihre analytischen Fähigkeiten getestet werden, müssen Sie bei einer Case Study in einer Hausarbeit auch zeigen, dass Sie das Thema verstanden haben.

Konkrete Case Study für ein Unternehmen in drei Schritten lösen

Als Fallstudie für eine Hausarbeit können Sie sich wieder eine Beispielaufgabe suchen, die von einem Unternehmen bereitgestellt wurde. Das hat den Vorteil, dass Problem und Lösung bereits durchgespielt wurden und Sie dadurch einen Vergleich haben. Sie wissen also, worauf Sie achten müssen. Häufig betreffen Case Studies den Markteintritt eines Anbieters für ein neues Produkt oder die Markterweiterung.

Wir zeigen Ihnen hier das Beispiel einer Firma, die bisher in deutschen Großstädten Leihfahrräder anbietet und jetzt noch E-Roller verleihen möchte. Das Unternehmen mit dem fiktiven Namen On_the_E-road möchte von Ihnen wissen, ob sich die Erweiterung der Produktpalette lohnt oder nicht.

Schritt 1 Case Study: Bewertungskriterien

Wenn Sie das Problem darstellen, können Sie sich an folgenden Bewertungskriterien orientieren:

die Marktattraktivität , dazu gehören

Marktgröße und Wachstum

Marktstruktur

Absatzkanäle

Wettbewerbsintensität

die Kundschaft , dazu gehören auch

ähnliche Zielkunden oder

im Falle von Expansionsbestrebungen eine Analyse der Kundschaft vor Ort

die Machbarkeit der geplanten Strategie, hier müssen Sie auf

politische und regulatorische Rahmenbedingungen und

benötigtes Kapital eingehen

Zur Vorbereitung können Sie die Bewertungskriterien nutzen. Im Falle unseres Beispiels müssten Sie zunächst:

die Marktgröße und das Wachstum sowie

die Marktstruktur und die Wettbewerbsintensität herausfinden. Dazu sollten Sie folgende Fragen klären :

In welchen Städten werden die Leihfahrräder von On-the-E-road bisher angeboten?

Wer sind die Hauptnutzer?

Soll die Erweiterung auf E-Roller in allen diesen Städten erfolgen?

Wie ist dort die Verkehrssituation allgemein?

Gibt es rechtliche Hindernisse?

Gibt es schon Konkurrenzanbieter von On-the-E-road ?

Der Fragenkatalog dient dazu, den Sachverhalt klar zu definieren und die relevanten Faktoren abzuschätzen. Im Falle des Angebots von E-Rollern durch On_the_E-road geht es um die Frage, ob sich die Markteinführung lohnt oder nicht. Dazu müssen Sie einen starken Fokus auf mögliche Gewinne legen. Es wirkt sehr professionell, wenn Sie Ihre Erkenntnisse nicht nur in Textform präsentieren, sondern Grafiken nutzen. Wenn Sie die entsprechenden Informationen zusammengesucht haben, gehen Sie zum 2. Schritt über. Hier stellen Sie die Fakten dar:

Schritt 2 Case Study: Fakten

Der Service soll zunächst nur in Berlin angeboten werden. Hier leben 3,8 Millionen Menschen . Als Hauptnutzer von Leihrollern wird die Altersgruppe zwischen 18 und 40 Jahren angesehen. Diese Altersgruppe macht in Berlin 30% der Bevölkerung aus, es gibt in der Stadt also ca. 1,1 Millionen potentielle Nutzer des Angebots. Hinzu kommen Touristen der entsprechenden Altersgruppe: Nach Berlin kommen jährlich ca. 140 Millionen Gäste , wovon 50% auf die Altersgruppe der 18- bis 40-jährigen entfallen. Das macht also noch einmal sehr viele potentielle Nutzer.

Allerdings braucht es zur tatsächlichen Nutzung auch noch eine gewisse Handyaffinität, den tatsächlichen Bedarf an dem Angebot sowie eine entsprechende Zahlungsbereitschaft. Außerdem müssen Sie für das konkrete Beispiel die Häufigkeit der Fahrten mit dem E-Roller schätzen und realistische Preismodelle vorschlagen.  Hierzu können Sie sich anschauen, ob es schon ähnliche Angebote gibt.

Schritt 3 Case Study: Präsentation

Hier machen Sie mögliche Lösungsvorschläge. Wichtig in diesem Abschnitt ist, dass Sie für jede Alternative die Vor- und die Nachteile klar aufzählen. Unternehmen schätzen es, wenn Sie am Ende der Case Study Präsentation im Vorstellungsgespräch klare Empfehlungen geben. Sie sollten also klare Aussagen zu folgenden Fragen treffen:

Wann lohnt sich die Erweiterung?

In welchen konkreten Vierteln lohnt sich die Erweiterung? Dürfen in diesen Vierteln Verleihstationen aufgebaut werden?

Welche Kosten entstehen, wenn die Angebotserweiterung vorgenommen wird?

Welcher Umsatz ist zu erwarten?

In einer Hausarbeit sollten Sie Ihre Case Study nach den vorgegebenen Schritten abarbeiten. Falls Sie Probleme haben, kann ein Ghostwriter Sie unterstützen. Weil es in vielen Fachbereichen verlangt wird, Case Studies zu lösen, gibt es im Internet zahlreiche komplette Lösungen zum Herunterladen. Oftmals wird der Lösungsweg als Text und grafisch dargestellt.

Fallstudie Aufbau – Checkliste für eine Case Study

Grundsätzlich sind Fallstudien zu Unternehmen immer gleich aufgebaut. Sie können sich deswegen an folgender Checkliste orientieren.

✅ Titel der Kampagne: Worum geht es?

✅ Unternehmen: Für wen erstellen Sie die Case Study?

✅ Problemstellung:

Worum geht es?

Was soll geändert werden?

Was bietet das Unternehmen?

Was will es ändern?

Wie sieht der Markt aus?

Welche Käuferschichten gibt es aktuell?

Wer soll erreicht werden?

✅ Ergebnisse: Was folgt aus den Fakten?

✅ Grafiken:

Gern können Sie den Lösungsweg grafisch darstellen.

Auch die Fakten zum Unternehmen können Sie in Tabellen oder Grafiken darstellen,

gerne auch ergänzend zum Fließtext.

✅ Lösung bzw. Call-to-Action: Welche konkreten Schritte schlagen Sie dem Unternehmen vor?

Case Study erstellen – Von Experten mit Beispielen erklärt!

In 3 Schritten ein Case Study erstellen + mit konkreten wissenschaftlichen Beispielen - Definition, Vorgehensweise, Aufbau - Unsere Profis unterstützen Sie bei Ihrer wissenschaftlichen Arbeit!

Eine Case Study, zu Deutsch, eine Fallstudie, dient dazu, einen Einzelfall genau zu untersuchen. Hintergrund ist meist die Suche nach der Lösung für ein konkretes Praxisproblem. Vor allem Wirtschaftswissenschaftler müssen häufig eine Case Study erstellen. Für eine Case Study müssen Sie alle relevanten Informationen zu einem Thema sammeln – in einem zweiten Schritt können Sie dann daraus eine optimale Lösungsstrategie entwickeln.

Zielgruppenanalyse Beispiel - von Experten erklärt!

**Methoden und Durchführung der Zielgruppenanalyse: Was ist eine Zielgruppenanalyse? Welche Zielgruppen gibt es? Unsere wissenschaftliche Experten erklären Ihnen am Beispiel von IKEA wie eine Zielgruppenanalyse erstellt wird! ** 👨🏼‍🤝‍👨🏼 🔎

Eine Analyse des Abnehmerkreises ist ein Marketinginstrument. Mit Hilfe einer Ziel-gruppenanalyse kann der Absatzmarkt eines Unternehmens analysiert werden. So entsteht ein tiefes Verständnis für die Bedürfnisse der Zielgruppe und die Produkte und Dienstleistungen können an den Bedürfnissen der Zielgruppe orientiert ausgerichtet werden. Vereinfacht gesagt: die Zielgruppenanalyse ist ein Instrument, um Zielkunden zu identifizieren und ansprechen zu können. Über die Einteilung einer Summe von Zielkunden in sogenannte Kohorten kann dann eine Ansprache breiterer Bevölkerungsschichten erfolgen...

Grounded Theory Methodologie - mit Beispielen einfach erklärt!

**Alle Informationen über die Grounded Theory Methodologie - Schritt für Schritt mit Anwendungsbeispielen einfach erklärt! **

Die Grounded Theory Methodologie wurde in den 60er Jahren von den Soziologen Anseln Strauss und Barney Glaser als Forschungsmethode entwickelt. Bei der Grounded Theorie Methode handelt es sich um eine Methodik aus der Sozialwissenschaft. Die Idee ist es, qualitative Daten z.B. in Form von...

15 Marketing Case Study Examples With Standout Success Stories

Tomas Laurinavicius

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

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

Dove’s Real Beauty Campaign Impact

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

• AXE’s ‘Find Your Magic’ Brand Refresh

Squatty Potty’s Humorous Viral Video

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

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

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

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

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

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

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

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

Wisia Neo , Content Marketing Manager, ViB

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

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

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

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

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

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

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

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

Ryan Esco , Chief Marketing Officer, FireRock Marketing

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

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

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

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

Sahil Kakkar , CEO and Founder, RankWatch

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

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

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

Ben Walker , Founder and CEO, Ditto Transcripts

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

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

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

Gert Kulla , CEO, RedBat.Agency

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

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

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

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

Peter Bryla , Community Manager, ResumeLab

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

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

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

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

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

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

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

Yash Gangwal , Founder, Urban Monkey

AXE’s “Find Your Magic” Brand Refresh

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

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

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

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

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

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

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

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

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

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

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

Carly Hill , Operations Manager, Virtual Holiday Party

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

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

Dan Ponomarenko , CEO, Webvizio

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

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

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

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

Brian Hemmerle , Founder and CEO, Kentucky Sell Now

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

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

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

Ihor Lavrenenko , CEO, Dental SEO Expert

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

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

Perry Zheng , Founder and CEO, Pallas

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Case Study im Bewerbungsgespräch: Beispiele für Fallstudien

Im ganzen Land sind viele interessante Stellen zu besetzen, überall werden qualifizierte Fachkräfte gesucht. Dies ermöglicht zahlreichen Arbeitnehmern, in ihren Traumjob einzusteigen und vielleicht sogar als Quereinsteiger ein völlig neues Berufsfeld erkunden zu können. Neben dem klassischen Bewerbungsgespräch müssen sich Bewerber auch immer öfter auf eine Case Study einstellen, durch die die Personaler erkennen können, ob sich die Bewerberin oder der Bewerber auch in praktischen Situationen des Arbeitsalltags beweisen kann. Doch was genau ist eine Fallstudie oder auch Case Study, mit welchen Aufgaben muss man rechnen und wie kann man diese Chance für sich im Bewerbungsgespräch nutzen?

Was ist eine Case Study?

Als Case Study oder Fallstudie wird ein Teil des Auswahlverfahrens im Bewerbungsprozess bezeichnet, bei dem dem Bewerber Aufgaben gestellt werden, in denen er seine Kenntnisse und Fähigkeiten unter Beweis stellen muss. In der Fallstudie werden Aufgaben gestellt, die im Arbeitsalltag der jeweiligen Branche üblich sind . So können die Unternehmen unter anderem erkennen, wie sich der Anwärter der Lösung des Problems nähert und wie er mit diesen Problemen umgeht. Die Case Study kann sowohl von einem Anwärter allein als auch in der Gruppe mit anderen Bewerbern oder Mitarbeitern des Unternehmens durchgeführt werden.

Case Studies als Chance im Bewerbungsgespräch nutzen

Als Bewerber, der einen guten Job in Aussicht hat, sorgt man dafür, dass man sein Bestes gibt, um einer der Anwärter auf die ausgeschriebene Stelle werden zu können. Für einen ersten Eindruck sorgen ein guter Lebenslauf und ein kreatives und ansprechendes Motivationsschreiben bzw. Anschreiben. Wer es ins Bewerbungsgespräch schafft, kann die Personaler in den Unternehmen von sich überzeugen. Doch heute reicht es oft nicht aus, ein kurzes Gespräch zu führen und dort noch einmal persönlich über die eigenen Fähigkeiten und die bisherige Berufserfahrung zu referieren.

In einem Bewerbungsgespräch werden heute immer öfter kleine Tests, die sogenannte Fallstudie oder auch Case Study durchgeführt, um die Bewerberin oder den Bewerber besser kennenlernen zu können. Zum einen möchte man schauen, wie der Bewerber in der Case Study auf eine klassische Situation aus dem Arbeitsalltag reagiert und seine Fähigkeiten dafür einsetzt. Für viele Jobanwärter bietet die Lösung einer Fallstudie die Chance, sich gegen die Mitbewerber durchzusetzen . Besonders für Bewerber, die mit ihrem Lebenslauf oder der bisherigen Berufserfahrung nicht punkten konnten, können Case Studies eine Chance sein, ihre Fähigkeiten unter Beweis zu stellen und das Unternehmen von sich zu überzeugen.

Was wird in der Fallstudie getestet?

In der Case Study wird nicht nur festgestellt, ob der Bewerber die Aufgaben aus dem Arbeitsalltag lösen kann, sondern auch, ob er sich in einer solchen Stresssituation beweisen kann. Neben den Soft Skills wird auch die Belastbarkeit der potenziellen neuen Mitarbeiter getestet. Das Unternehmen kann also durch die Fallstudie im Bewerbungsprozess erkennen, welche der Bewerber sich auch unter Druck arbeiten und kreative Lösungen für ein Problem erarbeiten können. Dank dieser Methode haben Unternehmen also die Gelegenheit, seine Bewerber näher kennen zulernen und zu erkennen, welche weiteren Fähigkeiten der Kandidat in das Unternehmen einbringen könnte.

Wie kann eine Case Study ablaufen?

Es gibt unterschiedliche Methoden, in denen eine Fallstudie zur Bewertung von potenziellen Jobanwärtern durchgeführt werden. In der Regel ist eine solche Fallstudie Teil des Bewerbungsgesprächs und dauert meistens circa 30 Minuten . Es gibt aber auch Methoden, in denen die Fallstudie über mehrere Stunden andauert. Je nachdem, in welche Branche man einsteigen möchte, können Case Studies auf unterschiedliche Weise ablaufen.

Welche Case Study Methoden gibt es?

Wie die Aufgabe letztendlich aussieht, hängt vom Unternehmen ab, bei dem man sich bewirbt.

Business Case

In der Regel sollen Fallstudien aufzeigen, wie ein Bewerber sich in einer typischen Jobsituation zurechtfindet und für alltäglich anfallende Probleme eine Lösung findet. So ist es in der Marketingbranche üblich, dass Bewerber eine kurze Kampagne erarbeiten sollen oder eine Lösung für ein branchentypisches Problem erarbeiten sollen. Natürlich wird hier nicht nur von den Personalchefs genau darauf geachtet, wie sich der Bewerber der Lösung eines Problems nähert, sondern auch, wie er mit einer solchen Situation umgehen kann.

Gruppenaufgaben

Beliebt sind auch Aufgaben, in denen gleich mehrere Bewerber zusammenarbeiten müssen. Hier zeigt sich natürlich, ob der einzelne Bewerber teamfähig ist und wie er sich in der Zusammenarbeit im Team gibt. In einer Gruppenarbeit kristallisiert sich schnell heraus, wer eine eher untergeordnete Rolle in einer Arbeitsgruppe spielt und wer sich als Macher erweisen kann. In einer solchen Konstellation, in der sich die Bewerber nicht kennen, können aber auch Konflikte entstehen. Für Sie als Bewerberin oder Bewerber ist wichtig, sich nicht in Konflikte einzubeziehen und mit einem kühlen Kopf aus dieser Aufgabe herausgehen zu können und so Ihre Teamfähigkeit zu beweisen.

Brainteaser

Hier wird nicht nur das Allgemeinwissen von Jobanwärtern getestet, sondern vor allem auch, wie ein Bewerber mit einer kniffligen Frage umgeht. Als Bewerberin oder Bewerber sollten Sie hier Kreativität zeigen können, aber auch beweisen, dass Sie über logisches Denken verfügen und sich auch durch ungewöhnliche Rätsel nicht aus der Ruhe bringen lassen und eine Lösung präsentieren können.

Wie kann man sich auf eine Case Study vorbereiten?

Es gibt zahlreiche Methoden, um sich auf ein erfolgreiches Bewerbungsgespräch vorzubereiten. Doch kann man sich auch auf eine solche Aufgabe vorbereiten? Natürlich geht das, denn wer sich schon im Vorfeld gut vorbereitet, hat auch keine Probleme damit, eine Fallstudie zu bearbeiten und eine erfolgreiche Präsentation zu erstellen.

Das Unternehmen kennen

Es ist wichtig, gut vorbereitet zu einem Bewerbungsgespräch zu kommen, denn nur so können Sie die Personalabteilung überzeugen, Sie einzustellen. Eine gute Vorbereitung und Kenntnisse über das Unternehmen helfen auch, eine Lösung für die Case Study herauszuarbeiten, denn die Case Study zeigt meist eine typische Situation aus dem Unternehmensalltag. Wer sich also im Vorfeld mit dem Unternehmen, der Tätigkeit und Firmenpolitik beschäftigt, kann Lösungen für die gestellten Aufgaben finden.

Lösungsweg aufschreiben

Wenn es um den Traumjob geht, kann es durchaus sein, dass Jobanwärter im Bewerbungsprozess aufgeregt und nervös agieren und so nicht direkt auf die Lösung des Problems im Case Study kommen. Es lohnt sich, verschiedene Denkansätze niederzuschreiben und so die Lösung des Problems in Angriff zu nehmen. So verzettelt man sich nicht, sondern kann den Weg zum Ziel leichter bestreiten.

Kein Königsweg

Ein Problem, viele Lösungen. Oft ist es so, dass man im Berufsalltag verschiedene Möglichkeiten hat, um zum Beispiel eine Reklamation zu bearbeiten oder eine Marketingstrategie zu erarbeiten. Wichtig ist den Personalchefs, dass man eine eigene Idee findet, um ein Problem lösen zu können, welche Methode man da anwendet, spielt meist eine untergeordnete Rolle. Machen Sie sich davon frei, die perfekte Lösung finden zu wollen, sondern zeigen Sie in Ihrer Präsentation, dass Sie konzentriert, kreativ und im Sinne des Unternehmens arbeiten können.

Beispiele für die Case Study

Fall 1: In einem solchen Fall werden bewusst wenige Informationen bereitgestellt, sodass Sie als Bewerberin oder Bewerber verschiedene Lösungswege aufzeigen können oder durch gezieltes Nachfragen weitere Informationen erhalten.

• Situation : Sie beraten ein amerikanisches Modeunternehmen, das den deutschen Markt erkunden möchte. Der Modehersteller produziert Kleidung für junge Konsumenten, die einen eleganten Kleidungsstil bevorzugen. Von Kleidern über Hosenanzüge bis hin zu exklusiven Accessoires vertreibt das Unternehmen hochwertige und mittelpreisige Kleidung für Käufer im Alter von 16 bis 25 Jahren.
• Aufgaben : Zeigen Sie dem Unternehmen auf, wie groß der Markt für die Produkte des Modeunternehmens in Deutschland ist. Welche weiteren Faktoren sollte man analysieren, bevor der endgültige Markteintritt in Deutschland angestrebt werden kann?
• Lösung : Durch Recherche innerhalb der Zielgruppe kann ein voraussichtlicher Absatzmarkt erkannt werden. Hier lohnt es sich auch, eine Produktanalyse mitsamt voraussichtlicher Preisgestaltung einbezogen wird, sodass es möglich ist, zu prüfen, ob potenzielle Käufer finanziell in der Lage sind, die Produkte zu erwerben. Welche Kosten fallen an, wenn man sich auf dem deutschen Markt etablieren möchte? Werden die Produkte in Europa produziert oder müssen sie exportiert werden? Welche Kosten fallen dafür an? Wie hoch sind die Kosten für Geschäftsstandorte, Verwaltung und Gehälter? In welcher Preiskategorie können und müssen die Produkte dann hier angeboten werden? Welche Konkurrenz erschwert das Geschäft? Wie kann man werben?
• Situation : Ihnen unterliegen drei Filialen einer Buchhandlung. In jeder Filiale sind 5 Angestellte beschäftigt. Leider sind in der zweiten Filiale 3 Mitarbeiter erkrankt und in Filiale eins sind 2 Mitarbeiter auf dem Weg zur Fachmesse.
• Aufgabe : Welche Möglichkeiten sehen Sie, sodass der reguläre Verkaufsbetrieb in den Geschäften weiterlaufen kann?
• Lösung : Die optimale Lösung in dem Fall wäre natürlich, zeitnah Aushilfen zu engagieren. Ist dies kurzfristig nicht möglich, kann ein Mitarbeiter aus Filiale eins in den zweiten Standort abberufen werden. Damit der reguläre Verkauf weiterlaufen kann, sollten Aufgaben, wie Retouren oder Bestellungen, kurz verschoben werden, damit Kunden vor Ort zeitnah bedient werden können. Auch die Teilnahme an der Fachmesse kann durch die Mitarbeiter abgesagt werden, damit in den Filialen weitergearbeitet werden kann.

Sie sehen, die Aufgaben in den Fallbeispielen können ganz unterschiedlicher Natur sein und verschiedenste Situationen aus dem Geschäftsbetrieb darstellen. Seien Sie kreativ und zeigen Sie, dass Sie auch unkonventionelle Lösungsvorschläge anbieten können, um die Personaler begeistern zu können.

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35 Case Interviews Examples from MBB / Big Four Firms

Studying case interview examples is one of the first steps in preparing for the  management consulting  recruitment process. If you don’t want to spend hours searching the web, this article presents a comprehensive and convenient list for you – with 35 example cases, 16 case books, along with a case video accompanied by detailed feedback on tips and techniques.

A clear understanding of “what is a case interview” is essential for effective use of these examples. I suggest reading our  Case Interview 101  guide, if you haven’t done so.

McKinsey case interview examples

Mckinsey practice cases.

• Diconsa Case
• Electro-Light Case
• GlobaPharm Case
• National Education Case

What should I know about McKinsey Case interviews?

At McKinsey, case interviews often follow the interviewer-led format , where the interviewer asks you multiple questions for you to answer with short pitches.

How do you nail these cases? Since the questions can be grouped into predictable types, an efficient approach is to master each question type. However, do that after you’ve mastered the case interview fundamentals!

For a detailed guide on interviewer-led cases, check out our article on McKinsey Case Interview .

BCG & Bain case interview examples

Bcg practice cases.

• BCG – Written Case – Chateau Boomerang

Bain practice cases

• Bain – Coffee Shop Co.
• Bain – Fashion Co.
• Bain – Mock Interview – Associate Consultant
• Bain – Mock Interview – Consultant

What should I know about BCG & Bain case interviews?

Unlike McKinsey, BCG and Bain case interviews typically follow the candidate-led format – which is the opposite of interviewer-led, with the candidate driving the case progress by actively breaking down problems in their own way.

The key to acing candidate-led cases is to master the case interview fundamental concepts as well as the frameworks.

Some BCG and Bain offices also utilize written case interviews – you have to go through a pile of data slides, select the most relevant ones to answer a set of interviewer questions, then deliver those answers in a presentation.

For a detailed guide on candidate-led cases, check out our article on BCG & Bain Case Interview .

Deloitte case interview examples

Deloitte practice cases.

Undergrad Cases

• Human Capital – Technology Institute
• Human Capital – Agency V
• Strategy – Federal Benefits Provider
• Strategy – Extreme Athletes
• Technology – Green Apron
• Technology – Big Bucks Bank
• Technology – Top Engine
• Technology – Finance Agency

Advanced Cases

• Human Capital – Civil Cargo Bureau
• Human Capital – Capital Airlines
• Strategy – Club Co
• Strategy – Health Agency
• Technology – Waste Management
• Technology – Bank of Zurich
• Technology – Galaxy Fitness

What should I know about Deloitte case interviews?

Case interviews at Deloitte also lean towards the candidate-led format like BCG and Bain.

The Deloitte consultant recruitment process also features group case interviews , which not only test analytical skills but also place a great deal on interpersonal handling.

Accenture case interview examples

Accenture divides its cases into three types with very cool-sounding names.

Sorted in descending order of popularity, they are:

These are similar to candidate-led cases at Bain and BCG. albeit shorter – the key is to develop a suitable framework and ask the right questions to extract data from the interviewer.

These are similar to the market-sizing and guesstimate questions asked in interviewer-led cases – demonstrate your calculations in structured, clear-cut, logical steps and you’ll nail the case.

These cases have you sort through a deluge of data to draw solutions; however, this type of case is rare.

Capital One case interview examples

Capital One is the odd one on this list – it is a bank-holding company. Nonetheless, this being one of the biggest banks in America, it’s interesting to see how its cases differ from the consulting ones.

Having gone through Capital One’s guide to its cases, I can’t help but notice the less-MECE structure of the sample answers. Additionally, there seems to be a greater focus on the numbers.

Nonetheless, having a solid knowledge of the basics of case interviews will not hurt you – if anything, your presentation will be much more in-depth, comprehensive, and understandable!

See Capital One Business Analyst Case Interview for an example case and answers.

Other firms case interview examples

Besides the leading ones, we have some examples from other major consulting firms as well.

• Oliver Wyman – Wumbleworld
• Oliver Wyman – Aqualine
• LEK – Cinema
• LEK – Market Sizing
• Kearney – Promotional Planning
• OC&C – Imported Spirits
• OC&C – Leisure Clubs

Consulting clubs case books

In addition to official cases, here are a few case books you can use as learning materials.

Do keep in mind: don’t base your study on frameworks and individual case types, but master the fundamentals so you can tackle any kind of case.

• Wharton Consulting Club Case Book
• Tuck Consulting Club Case Book
• MIT Sloan Consulting Club Case Book
• LBS Consulting Club Case Book
• Kellogg Consulting Club Case Book
• INSEAD Consulting Club Case Book
• Harvard Consulting Club Case Book
• ESADE Consulting Club Case Book
• Darden Consulting Club Case Book
• Berkeley Consulting Club Case Book
• Notre-Dame Consulting Club Case Book
• Illinois Consulting Club Case Book
• Columbia Consulting Club Case Book
• Duke Consulting Club Case Book
• Ross Consulting Club Case Book
• Kearney Case Book

Case interview example – Case video

The limitation of most official case interview examples is that they are either too short and vague, or in text format, or both.

To solve that problem for you, we’ve extracted a 30-minute-long, feedback-rich case sample from our Case Interview End-to-End Secrets Program .

This is a candidate-led, profitability case on an internet music broadcasting company called Pandora.

In 30 minutes, this candidate demonstrates the exact kind of shortcoming that most candidates suffer during real case interviews – they come in with sharp business senses, then hurt their own chances with inadequate techniques.

Here are seven notable areas where the candidate (and you) can improve:

Thanking Throughout the case, as especially in the opening, he should have shown more appreciation for the time the interviewer spent with him.

Structured opening The candidate’s opening of the case feels unstructured. He could have improved it by not mixing the playback and clarification parts. You can learn to nail the case in a 3-minute start through this video on How to Open Any Case Perfectly .

Explicitness A lot of the candidate’s thought process remains in his head; in a case interview, it’s better to be as explicit as possible – draw your issue tree out and point to it as you speak; state your hypothesis when you move into a branch; when you receive data, acknowledge it out loud.

Avoiding silence The silence in his case performance is too long, including his timeout and various gaps in his speech; either ask for timeout (and keep it as short as possible) or think out loud to fill those gaps.

Proactivity The candidate relies too much on the interviewer (e.g: asking for data when it can easily be calculated); you don’t want to appear lazy before your interviewer, so avoid this.

Avoiding repeating mistakes Making one mistake twice is a big no-no in consulting interviews; one key part of the consulting skill set is the ability to learn, and repeating your mistakes (especially if the interviewer has pointed it out) makes you look like someone who doesn’t learn.

Note-taking Given the mistakes this candidate makes, he’s probably not taking his notes well. I can show you how to get it right if you watch this video on Case Interview Note-Taking .

Nonetheless, there are three good points you can learn from the candidate:

The candidate sums up what he’s covered and announces his upcoming approach at the start and at key points in the case – this is a very good habit that gives you a sense of direction and shows that you’re an organized person.

The candidate performs a “reality check” on whether his actions match the issue tree; in a case interview it’s easy to lose track of what you’re doing, so remember to do this every once in a while.

The candidate prompts the interviewer to give out more data than he asked for; if anything, this actually matches a habit of real consultants, and if you’re lucky, your interviewer may actually give out important pieces you haven’t thought of.

These are only part of the “ninja tips” taught In our Case Interview E2E Secrets Program – besides the math and business intuition for long-term development, a key feature is the instant-result tips and techniques for case interviews.

Once you’ve mastered them, you can nail any case they throw at you!

For more “quality” practice, let’s have a mock case interview with former consultants from McKinsey, BCG, Bain, Oliver Wyman, Strategy& and many other consulting firms. They will help you identify your problem areas and give you actionable feedback, making your preparation much easier and faster.

Hi! This is Kim and welcome to another performance in the Tips & Techniques part of our amazing End-to-end program. You are about to hear a really interesting performance.

There is a common Myth that Profitability cases are easier. Well, for beginners, that’s may make sense, but I would argue that Profitability cases can be really tricky and candidates without good foundation will make about the same level of mistakes regardless of type of cases given.

The profitability case we are about to watch will show that. It’s a very unconventional

Profitability. It started out like a typical one but getting more and more tricky toward the end.

The candidate is fairly good in term of business intuition, but the Tips & Techniques aspect needs a lot of fine tune! Now let’s go ahead and get started! 

It’s actually a little better to playback the case information and ask clarifications. The candidate does not distinguish between the two and do both at a same time. Also, the candidate was asking these clarifications in an unorganized and unstructured fashion. This is not something terrible, but could have been better, especially when this is the very first part of the case, where the crucial first impression is being formed.

My pitch would sound like this:

“That’s a very interesting problem and I am happy to get the chance to solve it. First of all let me tell you my understanding of the case context and key objectives. Then I would like to ask a few clarifying questions regarding a few terminology and concepts. Both of these are to make sure that I will be solving the right problem.

So here is my understanding of the case: The client is ABC. Here are some DEF facts about the situation we just talked about. And the key case question is XYZ.

Does that correctly and adequately summarize the case?”

Once the interviewer confirms, I would move to the clarification part as follows: “Now I would like to ask a few clarification questions. There are three of them: No 1, … No 2, … and No 3, …”

You may see above pitch as obvious but that’s a perfect example of how you should open any cases. Every details matters. We will point out those details in just a second. But before we do that, it’s actually very helpful if you can go back, listen carefully to the above pitch, and try to point out the great components yourselves. Only after that, go back to this point and learn it all together.

Alright, let’s break down the perfect opening.

First of all, you hear me say: “That’s a very interesting problem and I am happy to get a chance to solve it”. This seems trivial but very beneficial in multiple ways:

1. I bought myself a couple of seconds to calm down and get focused. 2. By nature, we as human unconsciously like those who give us compliments. Nothing better than opening the case with a modest compliment to the interviewer.

And (c) I showed my great attitude towards the case, which the interviewer would assume is the same for real future consulting business problems.

You should do that in your interviews too. Say it and accompany it with the best smile you can give. It shows that you are not afraid of any problems. In fact, you love them and you are always ready for them.

Secondly, I did what I refer to as the “map habit”, which is to always say what you are about to do and then do it. Just like somebody in the car showing the drivers the route before cruising on the road. The driver would love it. This is where I said: “Let me tell you my understanding of the case context and key objectives. Then ABC…”.

Third, right at the beginning of the case, I try to be crystal clear and easy to follow. I don’t let the interviewer confused between playing the case vs. asking clarification questions. I distinguish between the two really carefully. This habit probably doesn’t change the outcome of how the case goes that much, but it certainly significantly changes the impression the interviewer has of me.

Fourth, in playing back the case, each person would have a different way to re-phrase. But there are three buckets to always include:

1. Who is the client 2. The facts regarding the client and the situation and (c) The key question and the objective of the case.

Fifth, after playing the case context and objectives, I pause for a second and ALIGN with the interviewer: “Does it correctly and adequately summarize the case?”. This is a habit that every consulting manager loves for young consultants to do. Nobody wants first-year folks to spend weeks of passion and hard-work building an excel model that the team can’t use. This habit is extensively taught at McKinsey, Bain and BCG, so therefore interviewers would love somebody that exhibits this habit often in case interview.

Lastly, when asking clarification questions, you hear me number them very carefully to create the strong impression that I am very organized and structured. I said I have three clarifying questions. Then I number them as I go through each. No.1, No.2, and No.3.

Sometimes, during interviews it’s hard to know exactly how many items you are going to get. One way is to take timeout often to carefully plan your pitch. If this is not possible in certain situations, you may skip telling how many items you have; but you should definitely still number your question: No.1, No.2; and so on. 

Just a moment ago, the candidate actually exhibited a good habit. After going through his clarification questions, the candidate ended by asking the “is there anything else” question. In this case, I actually give out an important piece of data.

Though this is not very common as not every interviewer is that generous in giving out data. But this is a habit management consultants have to have every day when talking to experts, clients, or key stakeholders. The key is to get the most data and insights out of every interview and this is the type of open-ended question every consultant asks several times a day.

To show of this habit in a case interview is very good!

There are three things I would like you to pay attention to:

First, it took the candidate up to 72 seconds to “gather his thoughts”. This is a little too long in a case interview. I intentionally leave the 72 seconds of silence in the recording so you get an idea of how long that is in real situations. But it’s worth-noting here is not only that. While in some very complicated and weird cases, it’s ok to take that long to really think and gather ideas. In this case, the approach as proposed by the candidate is very simple. For this very approach, I think no more than 15 to 20 seconds should be used.

No.2, with that said, I have told I really like the fact that this candidate exhibits the “map” habit. Before going straight to the approach he draws the overall approach first.

No.3. You also see here that the candidate tried to align the approach with me by asking my thoughts on it. As I just said on the previous comment, this is a great habit to have. Not only does it help reduce chance of going into the wrong direction in case interviews, but it also creates a good impression. Consulting interviewers love people doing it often!

Here we see a not-really-bad response that for sure could be much better. The candidate was going into the first branch of the analysis which is Revenue. I would fix this in 3 aspects:

First, even though we just talked about the overall approach, it’s still better to briefly set up the issue tree first then clearly note that you are going into one branch.

Second, this is not a must, but I always try to make my hypothesis as explicitly clear as possible. Here the candidate just implicitly made a hypothesis that the problem is on the revenue side. The best way to show our hypothesis-driven mindset is to explicitly say it.

Third, you hear this a ton of times in our End-to-End program but I am going to repeat it again and again. It is better to show the habit of aligning here too. Don’t just go into revenue, before doing that, give the interviewer a chance to agree or to actually guide you to Cost.

So, summarizing the above insights, my pitch would sound something like this:

“So as we just discussed, a profit problem is either caused by revenue or by cost. Unless you would like to go into cost first, let’s hypothesize that the problem is on revenue side. I would like to look deeper into Revenue. Do we have any data on the revenue?”

And while saying this, you should literally draw an issue tree and point to each as you speak.

There is an interesting case interview tip I want to point out here. Notice how the candidate responds after receiving two data points from me. He went straight into the next question without at least acknowledging the data received and also without briefly analyzing it.

I am glad that the candidate makes this mistakes… well, not glad for him but for the greater audience of this program. I would like to introduce to you the perfect habit of what you should react and do every time you have any piece of data during case interviews. So three things you need to do:

Step 1: Say … that’s an interesting piece of data. This helps the interviewer acknowledge that you have received and understand the data. This also buys you a little time. And furthermore, it’s always a good thing to give out modest compliments to the interviewer.

Step 2: Describe the data, how it looks, is there any special noteworthy trend? In this case, we should point out that revenue actually grew by more than 50%.

Also notice here that I immediately quantified the difference in specific quantitative measurement (in this case, percentage). Saying revenue went up is good, but it’s great to be able to say revenue went up by more than 50%.

Step 3: Link the trend identified back to the original case question and the hypothesis you have. Does it prove, disprove, or open up new investigation to really test the hypothesis? In this case, this data piece actually opened up new investigating areas to test the hypothesis that the bottleneck is within revenue.

My sample pitch for this step 3 would sound like this: “It’s interesting that revenue went up quite a bit. However, to be able to fully reject our hypothesis on the revenue, I would like to compare our revenue to that of the competitors as well.”

Then only at this point, after going through 3 steps above, I ask for the competitors’ revenue like the candidate did.

Notice here that I ended up asking the same question the candidate did. This shows that the candidate does have a good intuition and thought process. It’s just that he did all of these implicitly on his head.

In consulting case interview, it’s always good to do everything as explicitly as possible. Not only is it easier to follow but it helps show your great thought process.

… the rest of the transcript is available in our End To End Case Interview

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A case interview is where candidates is asked to solve a business problem. They are used by consulting firms to evaluate problem-solving skill & soft skills

Die perfekte Case Study – mit Fallbeispielen Kunden gewinnen

Beim Begriff Case Study denken die meisten Leute an eine Aufgabenstellung in einem Bewerbungsgespräch. Besonders ausgefuchste Unternehmen nutzen Fallstudien allerdings auch, um neue Kunden zu generieren .

Du hast bereits viele Kunden erfolgreich begleitet? Du hast zahlreiche Probleme gelöst, Produkte verbessert, Umsätze gesteigert und suchst nun nach einem Weg, aus diesen Errungenschaften Kapital zu schlagen? Einen Weg, um anderen potenziellen Kunden beispielhaft deine geilen Lösungen zu zeigen – um sie so ebenfalls für dich zu gewinnen? Dann solltest du unbedingt deine eigene Marketing Case Study erstellen .

In diesem Beitrag lernst du, wie du selbst eine B2B Case Study kreierst und so deine Kundenerfolge aus der Vergangenheit für dich arbeiten lässt. Ich zeige dir, wie du Schritt für Schritt vorgehst. Erfahre, was du auf jeden Fall hineinpacken solltest und wie du deine Case Study am Ende einsetzen musst, damit sie für dich Geld verdient. Ready? Let's go!

Was ist eine Case Study?

Warum sollte ich eine case study erstellen, wie schreibt man eine case study, ganz wichtig: der titel, case study marketing beispiel, case study schreiben – welcher schreibstil ist der richtige.

Wie gewinnt man mit einer Marketing Case Study Kunden? Wie setzt man B2B Fallstudien richtig ein?

Fazit: Lohnt es sich auch für mein Unternehmen, eine Fallstudie zu erstellen?

Der Begriff Case Study (in Deutsch Fallstudie) beschreibt die Dokumentation eines repräsentativen Falls zu einem bestimmten Thema . Im Fokus steht dabei immer die Lösung eines speziellen, übertragbaren Problems , wobei es die Aufgabe der Fallstudie ist, den Weg von A nach B aufzuzeigen.

Case Studies werden zu unterschiedlichen Zwecken eingesetzt, zum Beispiel im Recruiting-Prozess bei der Auswahl von Bewerbern sowie in Lehre & Forschung . In beiden Fällen geht es darum, potenzielle Mitarbeiter und Studenten mit typischen Herausforderungen des zukünftigen Berufslebens zu konfrontieren und so ihre Problemlösungskompetenz zu testen bzw. zu trainieren.

Case Studies kommen zudem im Marketing zur Akquise von Neukunden zum Einsatz. Zugegebenermaßen habe ich mit den erstgenannten Bereichen nicht ganz so viel am Hut. Ich bin aber ein Marketing-Nerd, weshalb es für den Rest des Artikels ausschließlich um Marketing Case Studies gehen soll.

Solltest du also hier gelandet sein, weil du gerne wissen möchtest, wie man eine Case Study zur Bewerberauswahl oder für Forschungszwecke erstellt, kann ich dir die folgenden beiden Artikel empfehlen:

Artikel zum Thema „Recruiting Case Study erstellen”

Artikel zum Thema “Fallmethode als Forschungsmethode“

Wenn du lernen willst, wie man eine Marketing Case Study schreibt, dann lies einfach weiter.

Um eine Marketing Case Study zu erstellen, musst du dich in die Lage deiner potenziellen Kunden hineinversetzen .

Frage dich:

Was ist die häufigste Herausforderung, mit der meine Kunden zu kämpfen haben?

Gab es einen Fall in der Vergangenheit, in welchem ich dieses Problem besonders eindrucksvoll, hochwertig oder schnell lösen konnte?

So einen Fall kannst du zu einer B2B Case Study verarbeiten und so anderen potenziellen Kunden beispielhaft aufzeigen, wie du das gleiche Problem auch für sie lösen könntest.

Um zu verstehen, warum Case Studies im Marketing so wertvoll sein können, musst du Hintergrund zur Funktionsweise von Kaufprozessen kennen. Denn im ersten Schritt sind Kaufimpulse immer emotionaler Natur .

Damit wir diesem Impuls aber auch nachgehen, müssen wir den Kauf rational rechtfertigen können. Das gilt vor allem dann, wenn es sich um eine teure Investition handelt. Niemand möchte sein Geld verschwenden oder von Betrügern abgezockt werden. Also prüfen wir für uns, ob ein Kauf tatsächlich sinnvoll ist und ob der Preis dem zu erwartenden Gegenwert entspricht.

Im Klartext: Wir suchen nach Beweisen, die uns bestätigen, dass das Angebot seriös ist und wir dem Anbieter vertrauen können. Hierzu gehören Kundenbewertungen, Testimonials, wissenschaftliche Studien, belegbare Zahlen und Fakten oder schlüssige Argumente.

Ahnst du schon, warum Case Studies im Online Marketing so mächtig sind? Richtig: Sie vereinen alle genannten Punkte und sind damit ein idealer Trust-Builder für potenzielle Kunden.

Der richtige Aufbau einer Case Study ist entscheidend, um Glaubwürdigkeit zu erzielen. Am Ende einer Case Study sollte dem Leser klar sein, welches Problem durch welchen Ansatz gelöst wurde und wie das Endergebnis aussieht.

Und im Idealfall wählst du eine gut übertragbare Ausgangssituation , mit welcher sich viele deiner potenziellen Kunden identifizieren können.

Vorbereitung

Zur Vorbereitung deiner Case Study wirf bitte einmal einen Blick auf all deine Kundenprojekte aus der Vergangenheit . Wann war ein Kunde besonders zufrieden? Gibt es ein Projekt das heraussticht, weil du ein außergewöhnliches Ergebnis für deinen Kunden erzielen konntest?

Wichtig: Die Resultate sollten wenn möglich mit konkreten Fakten und Zahlen belegbar sein.

Ist das nicht gegeben, bleiben nur die Stimmen deiner Kunden. Diese sind zwar auch von Bedeutung, allerdings stützt sich deine Case Study so nur auf vage Thesen und Behauptungen.

Mache dir eine Liste mit potenziellen Kandidaten und entscheide dich für deinen Favoriten. Bevor du loslegst, solltest du deinen Kunden um Erlaubnis bitten . Schließlich verwendest du Namen, Kundenstimmen, Logo etc.

Ausgangssituation

Beim Einstieg geht es, darum die Ausgangssituation des Kunden zu schildern. Zu Beginn legst du dar, um welches Unternehmen es sich handelt, inkl. gängiger Kennzahlen. Erkläre klar und leicht verständlich die Problemstellung des Kunden .

Wenn du möchtest kannst du davor auch für ein wenig Kontext sorgen und die bisherige Zusammenarbeit zwischen dir und dem Kunden als Einleitung in 2 - 3 Sätzen beschreiben. Für noch mehr Authentizität kannst an dieser Stelle auch ein Zitat deines Kunden verwenden, der den Status vor Projektstart in eigenen Worten beschreibt.

Die Ausgangssituation zu erklären ist ein absolutes Muss. Die zuvor beschriebene Einleitung ist optional und eignet sich vor allem dann, wenn die Zusammenarbeit zwischen deinem Kunden und dir schon lange besteht.

Lösungsansatz

In Teil zwei beschreibst du den von dir verwendeten Lösungsansatz und erläuterst die Überlegungen dahinter.

Konzentriere dich hier auf das Wesentliche und arbeite die zentralen Merkmale deines Beitrags zur Verbesserung der Situation des Kunden heraus.

Erkläre, warum du den jeweiligen Ansatz gewählt hast, wodurch er sich auszeichnet und wie sich dadurch die Situation des Kunden ändert.

Wenn du dich im Vorfeld um belegbare Zahlen bemüht hast, kommt das jetzt zum Tragen. Erläutere in diesem Abschnitt, welches messbare Resultat dein Einsatz erzielt hat .

Lege dar, wie sich die Situation deines Kunden seit der Lösung des Problems zum Positiven verändert hat . Lass auch gerne deinen Kunden zu Wort kommen und gib einen Ausblick in die Zukunft.

Pitch-Time: Schlage eine Brücke zur Situation von potenziellen Kunden

Schlage abschließend eine Brücke zu weiteren potenziellen Kunden , die sich mit deiner Case Study beschäftigen.

Bringe ohne große Umschweife auf den Punkt, dass du auch ihnen bei der Lösung von Problem X mit deiner Expertise helfen kannst und sie ein ähnliches Resultat wie der Kunde aus der Case Study erwarten können.

Der Titel ist das vielleicht wichtigste Element deiner Case Study. Und auch hier gilt: Er sollte übertragbar sein. Wähle also einen Titel, der direkt kommuniziert, welches Problem gelöst wird .

Du musst aber auch klar vermitteln, für welche Branche/Zielgruppe das jeweilige Thema interessant ist .

Der vielleicht wichtigste Aspekt ist jedoch, dass dabei nicht dein Beitrag im Mittelpunkt steht, sondern die Entscheidung des Kunden das Problem (mit deiner Hilfe) zu lösen.

Ich zeige dir, was ich meine:

Gehen wir davon aus die Pizzeria "Italia" kommt auf dich zu, weil sie mehr Gäste für ihr Restaurant gewinnen möchte. Im Anschluss entwickelst du eine Strategie, die tatsächlich zu dem gewünschten Ergebnis führt.

Der Kunde ist happy und erklärt sich bereit, in deiner Case Study aufzutreten. Du suchst nun nach einem passenden Titel...

"Wie ich die Anzahl an Reservierungen der Pizzeria "Italia" um 50% steigern konnte."

Hier beziehst du dich in erster Linie auf deine Leistung. Das zentrale Merkmal sollte aber die Entscheidung zur Veränderung auf der Seite deines Kunden sein.

„Doppelt so viele Restaurant Reservierungen in nur 14 Tagen – wie die Pizzeria "Italia“ täglich planbar neue Gäste für sich gewinnt.“

Hier steht das erreichte Ergebnis für den Kunden im Mittelpunkt . Für vergleichbare Restaurants ist diese Information super wichtig.

Stell dir vor Junggastronom „Tom“ stolpert zufällig über diese Case Study. Da er möglicherweise noch nicht so viele Gäste in seinem Restaurant begrüßt, wie er sich eigentlich wünscht, weckt vor allem der zweite Titel sein Interesse.

Zwar wird das Ergebnis auch durch die erste Headline kommuniziert, allerdings stehst hier wie gesagt du mit deiner Leistung im Mittelpunkt. Für Tom bist du einfach irgendjemand der behauptet einem Restaurant geholfen zu haben.

Die Pizzeria ist dagegen mit Tom auf einer Augenhöhe , weil sie ähnlich Ziele verfolgt. Sie sitzen also im selben Boot. Und aus psychologischer Sicht vertrauen wir vor allem den Personen, die ähnliche Interessen haben wie wir, weil wir uns mit ihnen identifizieren können.

Auch aus diesem Grund ist es so wichtig im Titel, aber auch in der restlichen Case Study die Situation, die Entwicklung und den Erfolg des Kunden in den Fokus zu rücken.

Bei einer Case Study verfolgst du kein aggressives Marketing . Hier geht es vor allem um Klarheit, Verständlichkeit und Übertragbarkeit .

Dementsprechend solltest du einen sachlichen und neutralen Schreibstil wählen und das Sprachniveau an das Level der Zielgruppe anpassen.

Ganz wichtig. Eine Case Study ist kein Roman. Sie sollte kurz und knapp auf wenige Seiten reduziert sein. Konzentriere dich auf das wichtigste und lass Bilder und Infografiken sprechen, die das unterstreichen, was kommuniziert wird.

Du willst lernen, professionelle Texte für dein Business zu schreiben und deine Marketing-Kommunikation in Zukunft selbst übernehmen? Mit Leichtigkeit, Klarheit und ganz ohne Brainfuck? Dann empfehle ich dir mein Mentoring-Programm Text-Therapie .

Wie gewinnt man mit einer Marketing Case Study Kunden? Wie setzt man B2B-Fallstudien richtig ein?

Eine Fallstudie ist ein mächtiges Verkaufsargument und du kannst sie sehr flexibel einsetzen. Viele Unternehmen stellen Case Studies an zentralen Stellen auf ihrer Website bereit. Du könntest sie beispielsweise in deine Landingpage einbinden oder verlinken und so die Wirkung deiner Argumente stärken.

Eine andere Möglichkeit wäre es, sie in einem Webinar oder Seminar zu präsentieren . Denn persönliche Erläuterungen machen Case Studies noch wirkungsvoller.

Viele Unternehmen verwenden Case Studies aber auch als Lead Magneten . Mit dieser Vorgehensweise schlägst du mehrere Fliegen mit einer Klappe: Du baust Vertrauen auf, filterst potenzielle Kunden heraus, die starkes Interesse an deinem Angebot haben und sammelst auch noch deren E-Mail Adressen ein.

Darüber hinaus kannst du Case Studies immer dann einsetzen, wenn du Interessenten die Erfolge deiner Kunden zeigen möchtest , wie zum Beispiel in Verkaufsgesprächen oder auf Messen.

In jedem Fall sollte deine Case Study fester Teil deiner Content Marketing Strategie werden und an vielen Stellen deines Content Funnels präsent sein , wie in deinem Blog, auf Social Media oder in in deinem Newsletter.

Marketing Case Studies sind für alle Unternehmen geeignet, die Probleme für ihre Kunden lösen und über diese Erfolge neue Kunden generieren möchten. Lass mich raten: Das trifft auch auf dich zu? Dann solltest du unbedingt selbst eine Case Study erstellen.

Falls du dabei Unterstützung von einem Profi benötigst, unterstütze ich dich gerne. Vereinbare gleich deinen kostenlosen Discovery-Call und wir sprechen darüber.

Hast du schon einmal darüber nachgedacht, eine Case Study für dein Marketing zu erstellen?

Ich bin gespannt auf deine Meinung.

Lass uns dein Marketing rocken!

Liebe Grüße

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13 Tipps, wie Sie eine überzeugende Marketing Case Study schreiben

Wenn Sie mit einer Marketing-Fallstudie oder Case Study gezielt Leads anziehen und Neukunden gewinnen wollen, müssen Sie in einer spannenden Erfolgsstory zeigen, wie Sie anderen Kunden bereits geholfen haben - anhand glaubwürdiger Erfolge aus Kundensicht. Ich gebe Ihnen 13 Tipps, wie Sie eine effektive Case Study schreiben, sodass Wunschkunden den Nutzen Ihres Angebots verstehen und sich für Sie entscheiden.

Auf einen Blick:

💡 Tipp 1: Das Wichtigste zuerst

💡 Tipp 2: Übersichtlich für eilige Leser

💡 Tipp 3: Weißer Platz auch für die Lokalisierung

💡 Tipp 4: Objektive Bewertung statt Lobhudelei

💡 Tipp 5: Aktive Überschriften

💡 Tipp 6: Zitate lassen den Kunden sprechen

💡 Tipp 7: Das Wichtigste steht oben und links

💡 Tipp 8: "Pain Points" für mehr Spannung

💡 Tipp 9: Entscheider wollen KPIs und Erfolge

💡 Tipp 10: Breaking News passieren jetzt gerade

💡 Tipp 11: Den Nutzen aus Kundensicht zeigen

💡 Tipp 12: Einen Onepager als schnellen Teaser

💡 Tipp 13: Einmal laut vorlesen

📌 Alternativ als Video anschauen (mit Untertiteln und Kapiteln) 👇

Durch Klicken auf den Link werden Sie zu YouTube weitergeleitet.

Tipp 1: Das Wichtigste zuerst

Wie bei einem journalistischen Artikel sollten Sie mit den Ergebnissen nicht bis zur letzten Seite hinter dem Berg halten.

Bringen Sie gleich am Anfang im Anreißer oder in einer kurzen Zusammenfassung, worum es in dieser Case Study geht:

Für welche Herausforderung der Kunde welche Lösung implementiert hat

Was die Erfolge waren

Wer das Unternehmen ist, das hier vorgestellt wird

Tipp 2: Übersichtlich für eilige Leser

Egal ob die Case Study als Website erscheint oder als PDF: Denken Sie daran, dass Menschen im Web nicht Wort für Wort lesen. Sie scannen oder springen durch Texte.

Die grafische Darstellung muss entsprechend übersichtlich und häppchenweise sein:

Viele Bilder und Grafiken passend zum Thema

Texte so formatieren, dass sie leicht zu überschauen sind

Kurze Sätze, kurze Absätze, Aufzählungen wo möglich

Viele Unterüberschriften, sprechend formuliert

Genug weißen Platz, damit das Auge sich ausruhen kann

Bloß nicht zu viel auf eine Seite packen 

Zum Vergleich: Bei einer Powerpoint-Präsentation kann sich der Zuschauer rein mental nicht mehr als 7 einzelne Stichpunkte bzw. Aussagen pro Slide merken.

Und ähnliches gilt auch für Webseiten und andere Texte. Studien sagen, es werden nur 7 % einer Webseite tatsächlich gelesen. Der Rest wird gescannt oder glatt übersprungen.

Entsprechend müssen Sie ihre Case Study so gestalten, dass man sie fast nicht lesen muss.

Das heißt, man kann allein mit den Überschriften, den herausgestellten Kundenzitaten, der Zusammenfassung in der Seitenleiste und den Grafiken schon in 20 Sekunden zu 80 % erfassen, worum es bei der Case Study geht.

Tipp 3: Weißer Platz auch für die Lokalisierung

Falls Sie die Case Study später in andere Sprachen übersetzen möchten, ist auch dafür der weiße Platz wichtig.

Da Übersetzungen meist mehr Platz beanspruchen als der Originaltext, brauchen Sie diesen weißen Platz, damit auch die Übersetzung noch gut ins fertige Layout passt. Das spart Zeit und Geld

Tipp 4: Objektive Bewertung statt Lobhudelei

Eine Case Study ist keine platte Eigenwerbung, zumindest nicht auf den ersten Blick. Hier geht es nicht darum, dass Sie selbst Ihr eigenes Produkt loben

Eine Case Study ist ein bisschen wie eine objektive Dokumentation, zumindest sollte sie ein Stück weit so daherkommen. Hier spricht jemand anderes objektiv über Ihr Produkt, nämlich Ihr glücklicher Kunde: Wie dieses Produkt ihm dabei geholfen hat, konkrete Probleme zu lösen und Erfolge zu erzielen.

Daher müssen Sie aufpassen, dass der Text nicht zu marketingtechnisch klingt. Eher ein bisschen wie ein journalistischer Artikel, aus der Sicht des Kunden geschrieben, was dieser an Ihrem Produkt gut fand

Tipp 5: Aktive Überschriften

Ziehen Sie in Ihrer Case Study viele Überschriften ein. Also immer kurze Absätze, vielleicht drei, maximal vier Absätze hintereinander. Und dann kommt wieder eine Unter-Überschrift.

Diese Unter-Überschriften ziehen Ihren eiligen Leser schnell durch den Text. Sie sind aktiv geschrieben und nennen das Wichtigste, worum es im folgenden Absatz geht:

Keine geheimnisvollen Clickbait-Überschriften, die nicht verraten, worum es eigentlich im folgenden Absatz geht

Aktive Überschriften, möglichst mit einem starken Verb, das zum Beispiel einen Erfolg beschreibt

Überschriften können auch einfach ein Kundenzitat sein, mit Anführungszeichen

Überschriften leiten den Leser von einem Schritt zum nächsten durch die Story

Nun gibt es bei Case Studies bestimmte typische Strukturen, d. h. Einleitung, Herausforderungen, Implementierung und Erfolge/Auswirkungen. Und bei manchen Case Studies werden dann auch die Unterüberschriften so genannt.

Das ist schade, denn damit vergeben sie die Chance, in der Überschrift bereits etwas Konkretes zu sagen über das Kapitel, was als Nächstes kommt.

Nennen Sie Ihre Überschriften also bitte nicht einfach „Herausforderung“, „Umsetzung“, „Lösung“, sondern beschreiben Sie kurz und knackig, worum es im jeweils folgenden Absatz geht.

Tipp 6: Zitate lassen den Kunden sprechen

Bitte verwenden Sie in Ihrer Case Study möglichst viele direkte Zitate des Kunden, denen Sie interviewt haben. Bauen Sie diese Zitate direkt in den Fließtext ein, wann immer sie passen.

Am besten immer dann den Kunden wörtlich zitieren, wenn:

Es um Emotionen geht

Konkrete Herausforderungen bzw. Erfolge beschrieben werden

Er/sie sich direkt auf die Zusammenarbeit mit Ihnen bezieht

Einzigartige Sachverhalte erwähnt werden, die man nicht anderweitig recherchieren könnte

Und hier gibt es einen Unterschied zu journalistischen oder rein dokumentarischen Texten:

Die Zitate Ihres Kunden können Sie redaktionell so bearbeiten, dass sie von der Wortwahl und vom Stil her gut in Ihre Case Study passen.

Achten Sie darauf, dass dabei die Intention des Gesagten erhalten bleibt, Sie sagen es nur mit anderen Worten. Und natürlich muss dies mit dem zitierten Kunden vor der Veröffentlichung abgesprochen und von ihm freigegeben werden.

Aber hier haben Sie kreative Freiheit, denn es ist ja keine Dokumentation, sondern ein Marketingdokument.

Tipp 7: Das Wichtigste steht oben und links

Wie Sie vielleicht schon von journalistischen Texten wissen, kommt das Wichtigste immer zuerst, also in der ersten Überschrift und im ersten Absatz. Warum?

Wir lesen auf einer Seite immer von links nach rechts und von oben nach unten.

Daher sehen wir Worte, die oben stehen und links zuerst kommen, auch als Erstes. Hier entscheidet sich, ob wir weiterlesen.

Daher müssen diese ersten Worte „knallen“.

Und auch bei den weiteren Absätzen und auf den weiteren Seiten gilt das Gleiche. Das Wichtigste steht immer oben und links.

Tipp 8: "Pain Points" für mehr Spannung 

Wenn Sie sich an das Schreiben der Case Study machen, haben Sie ja vorher den Kunden interviewt. Sie haben die Geschichte und den Spannungsbogen herausgearbeitet.

Und es gibt eigentlich immer einen Moment in der Case Study, bevor es dann zur Lösungssuche, zur Umsetzung und zum Erfolg kommt, wo der Kunde:

Ein Problem oder eine Herausforderung hatte

Etwas Neues versuchen wollte

Ein neues Geschäftsmodell implementieren wollte, oder

Erkannte, dass eine alte Arbeitsweise so nicht mehr funktionierte

Diese Pain Points, Problempunkte, Herausforderungen, Ziele usw. sollten Sie stärker betonen. Beschreiben, wie der Kunde sich angesichts der Herausforderungen gefühlt hat. Ich nenne das gerne auch: „ein bisschen in der Wunde rühren“.

Sie können also ruhig etwas mehr ins Dramatische gehen. Die Stelle noch ein bisschen stärker betonen, sich stärkere Verben, überlegen, stärkere Adjektive... So erzeugen Sie Spannung und Ihr Leser kann sich emotional in die Geschichte hineinversetzen.

Denn das haben Case Study gemeinsam mit Hollywoodfilmen: Es wird erst richtig dramatisch, bevor dann zur rettenden Lösung und zum Happy End kommt.

Tipp 9: Entscheider wollen KPIs und Erfolge

Sie sollten in der Case Study möglichst viele KPIs und Zahlen über das Unternehmen des Kunden und seine Erfolge auflisten. Schreiben Sie dabei die Zahlen immer als Ziffer (z. B. 3000, 50 %), und zwar sowohl im Fließtext als auch in der Seitenleiste.

Der Grund: Das menschliche Auge kann Ziffern schneller erfassen als ausgeschriebene Zahlen. Und da er vor allen Dingen nach konkreten Erfolgen und Zahlen sucht, werden ihm die Ziffern besser ins Auge stechen und im Gedächtnis bleiben.

Tipp 10: Breaking News passieren jetzt gerade

Schreiben Sie Ihre Case Study möglichst in der Gegenwart.

Selbst wenn Sie ggf. den Anfang in der Vergangenheit schreiben, z. B. wenn Sie über zurückliegende Herausforderungen oder Schwierigkeiten schreiben, sollten Sie die Lösungssuche, die Umsetzung und die Erfolge möglichst in der Gegenwart verfassen.

Dadurch wird der Leser besser in die Geschichte gezogen, er erlebt sie als etwas, das gerade passiert.

Tipp 11: Den Nutzen aus Kundensicht zeigen

Bei Case Studies geht es um Resultate. Unternehmer und Entscheider wollen wissen, was unter dem Strich herauskommt, wenn sie bei Ihnen kaufen.

Liefern Sie in der Case Study also möglichst konkrete Ergebnisse aus Kundensicht. Wandeln Sie Features in Benefits um und fragen Sie sich immer: Was hat der Kunde davon?

Tipp 12: Einen Onepager als schnellen Teaser

Erstellen Sie zusätzlich zu Ihrer Case Study einen Flyer oder Onepager als Teaser. Hier gibt es nur:

Die Hauptüberschrift

Eine kurze Zusammenfassung der Case Study in einem Satz

Zwei zentrale Kundenzitate,

Die Seitenleiste mit den wichtigsten Ergebnissen

Eine Infografik, die die Case Study grafisch visualisiert

Diesen Teaser können sich Leser anschauen, die noch nicht die ganze Case Study lesen wollen, sondern erstmal auf einen Blick sehen wollen, was sind die wichtigsten Ergebnisse? Wer ist der Endkunde? Worum ging es hier? Ist das was für mich?

Tipp 13: Einmal laut vorlesen

Wenn Sie die Case Study fertig geschrieben und lektoriert haben und schon denken, sie ist ganz gut, dann lesen Sie sich den Text mindestens einmal laut vor.

Lesen Sie die Story, als würden Sie sie jemandem erzählen. Und schauen Sie, an welchen Stellen Sie stolpern, wo Sie hängenbleiben, wo etwas noch nicht klar ist, wo Sie nicht flüssig vorlesen können.

An den Stellen müssen Sie dann nochmal arbeiten, damit die Case Study richtig rund wird.

5 Case Studies of Successful Digital Marketing Campaigns

Hold onto your hats, marketers!

Did you know digital marketing spending is set to explode, reaching a mind-boggling $ 786 billion by 2026 ? And with social media ad spend hitting over $70 billion in the US alone , there’s no denying the power of a killer online campaign.

But here’s the thing: it’s not just about throwing money at ads. Successful campaigns in 2024 are a strategic dance – they blend social media with a whole symphony of channels for a knockout customer experience.

Think of it like this: Personalizing your message? That’s the move that turns casual shoppers into loyal fans.

Ready to see how top brands are doing a successful digital marketing campaign? I’m dissecting 5 real-world campaigns that nailed this formula and reaped the rewards. Get ready for digital marketing strategies – inspiration and a blueprint for your own marketing success await.

• Beyond the Love Fest: Slack's Winning Formula

Ideas to Adapt This Digital Advertising Strategy

Tips to steal for your business, ideas for your business, lessons for your business, case study #1. slack.

Slack’s meteoric rise in the competitive business communication space can be largely attributed to their genius understanding of a simple concept: customers love to talk about products they adore. Here’s how they turned this digital marketing campaign into marketing gold:

• The “Wall of Love” Campaign: This brilliant tactic involved a dedicated Twitter account (@SlackLoveTweets) that amplified positive user testimonials. This effortless social proof machine did wonders for brand reputation and encouraged even more glowing commentary.
• Easy Sharing = Participation: Using X (formerly Twitter), a platform already beloved by users, removed any participation hurdles.
• Feedback Loop: Praise wasn’t just for show – the team used those rave reviews to refine their product and deliver what users really needed.
• The Power of Visuals: Tweets with included images got more traction and showcased how Slack integrates into people’s work lives.

Beyond the Love Fest: Slack’s Winning Formula

Slack’s success goes beyond a single campaign. Here’s why they continue to compete with giants like Microsoft Teams:

• Relentless Focus on User Experience: From its inception, Slack was built with the user in mind. Easy setup, intuitive design…it removes the tech friction that bogs down other platforms.
• Real-Time = Real Connection: In a world demanding instant communication, Slack delivers. This keeps teams on the same page and fosters a sense of camaraderie.
• Customizable and Integrations-Friendly: Slack’s open approach lets it play nicely with countless other tools, creating a tailored work hub. This flexibility is invaluable to businesses.

The Bottom Line: Slack proved that listening to customers and showing that they matter is the recipe for building not just a loyal user base, but passionate brand advocates.

Want to implement aspects of this for your own business? Here are some ideas:

• Run a testimonial campaign: It doesn’t need to be as fancy as “The Wall of Love.” A simple social media hashtag or even a dedicated landing page can get people talking.
• Turn glowing testimonials into visuals: Tweets, infographics…make that praise eye-catching.
• Pay attention to even the smallest bits of feedback. That’s where your next big feature idea might be hiding.

Case Study #2. UNIQLO

UNIQLO knew that to get people excited about their HEATTECH line, they needed to go beyond standard ads. Hence, an ingenious omnichannel experience was born:

• The Hook: Eye-catching digital billboards across Australia, plus videos online, dared people to snap photos of unique codes. This gamified the promotion, making it fun.
• The Reward: Codes unlocked either free t-shirts (who doesn’t love free stuff?) or tempting e-commerce discounts. Plus, a gentle push toward signing up for the newsletter for future deals.
• The Viral Touch: The experience was shareable on social media, letting satisfied customers spread the word and get their friends involved.

Why This Was Marketing Magic

• The Power of “Free”: Giveaways always pique interest, and those t-shirts were a brilliant way to get people to try the product.
• Bridging Online and Offline: The billboards drove people to the digital campaign, and the campaign funneled real-world shoppers into their online ecosystem.
• Beyond Just a Sale: While the initial goal was sales, UNIQLO also used this to build their email list, ensuring those new customers could be nurtured later.

The Impressive Results: 1.3 million video views, 25K new email subscribers, and a whopping 35K new customers speak for themselves.

• Gamifying the experience: Can you add a code-finding element, or a contest, to your campaigns?
• Freebies are your friend: It doesn’t have to be t-shirts; a free sample or exclusive content could work just as well.
• Think about the share factor: How can you encourage participants to organically spread the word?

Case Study #3. Airbnb

Airbnb understood that to stand out, they couldn’t just offer rooms – they had to sell the feeling of travel. Here’s how they did it:

“Made Possible By Hosts” Campaign: This heartwarming video used real guest photos and a nostalgic soundtrack to evoke that “remember that epic trip?” sensation. It subtly showcased great properties while focusing on the emotional benefits of those getaways. ( Watch Here )

“Belong Anywhere” Campaign: This was about ditching the cookie-cutter hotel experience and immersing yourself in a destination. Airbnb positioned itself as the key to local adventures, belonging, and transformation through travel. ( Watch Here )

Key Takeaways

• Video is KING: They invested in both short, shareable how-to videos and longer, emotionally impactful ones.
• UGC is Your Goldmine: User photos and stories provided powerful, free content while also building that vital trust factor.
• Sentiment Sells: Airbnb didn’t bog down ads with facts; they used music, imagery, and storytelling to tap into that wanderlust in viewers.

The Success: These campaigns weren’t just pretty to look at; those 17M views for “Made Possible by Hosts” and the global reach of “Belong Anywhere” translated into real bookings.

Why It Matters: Airbnb disrupted an entire industry by understanding that:

• Experience Matters More Than Specs: They sell adventures, memories, and that feeling of connection, not just a place to crash.
• Authenticity Wins: User-generated content is relatable and trustworthy, which is key in the travel industry.
• Don’t just show the product, show the FEELING: How will your product or service transform a customer’s life?
• Run Contests for UGC: Get those customer photos rolling in. Offer a prize for the most “adventurous” or “heartwarming” shot.
• Showcase Your Brand Personality: Was Airbnb’s tone all serious? Nope. They were fun, sentimental, and a little cheeky, which fit their brand image.

Could You Partner with Airbnb? This case study also begs the question: for businesses in the travel or hospitality space, an Airbnb collaboration could be marketing magic.

Case Study #4. Lyft

Lyft realized they already had a killer product – their challenge was getting MORE people to try it. Enter the power of referrals:

• The Hook: Simple referral codes were sharable via the app, email, or even text. This made it a snap for riders to spread the word.
• The Reward: Free or discounted rides. This wasn’t a measly $5 off; it was significant enough to make riders really want to tell their friends.
• The Viral Loop: Refer a friend, get a discount. Friend uses Lyft, they get a discount…you see where this is going.

Why This Was Smart

• Low-Cost, High-Yield: Traditional advertising is pricey. Referrals are fueled by happy customers, which is way cheaper.
• The Trust Factor: People trust recommendations from people they know infinitely more than some billboard.
• Scalability: This successful digital marketing strategy grows with their user base – the more satisfied riders, the more potential advocates.

The Bottom Line: Lyft didn’t just make a clever campaign; they built a referral system into the core of their app, ensuring growth wouldn’t be a one-time thing.

• What’s Your Incentive?: Freebies, discounts, exclusive content – what will actually make your customers want to share?
• Make It EASY: Don’t make them jump through hoops. One-click sharing options are essential.
• Track and Reward: Who are your top referrers? They deserve some extra love (maybe even a tiered rewards program).

Case Study #5. Sephora

Sephora understood a key weakness of e-commerce: you can’t try on a lipstick through a screen. That’s why they went all-in on innovative tech:

• The App as a Virtual Dressing Room: AI and AR are game-changers. Their app lets customers try on makeup from anywhere, boosting confidence in online purchases.
• Closing the Loop: Smart, eh? The app connects right to their e-store; a few taps and that virtual lipstick is in your real-world cart.
• Personalized to the Max: Using shopper data, the app tailors the experience, offering tailored recommendations that increase the chance of buying.

Why This Isn’t Just Cool, It’s Genius

• Overcoming Obstacles: They addressed a key pain point of buying cosmetics online. Less hesitation = more sales.
• Omnichannel FTW: They don’t just exist online; there’s an in-store connection too. That app? It helps you there as well.
• It’s about the EXPERIENCE: Sephora knows beauty is fun, and their digital strategy reflects that with virtual try-ons, quizzes, etc.
• Solve a problem: Don’t just add tech for the sake of it. Find a pain point in your customer journey and see if there’s a tech solution.
• The “Experience” Factor: Can you add interactive elements, gamification, or a personalized touch to your digital presence?
• Data Is Your Friend: If you’re collecting it, USE it. Tailored offers, recommendations…these keep customers coming back for more.

Final Thought on These Successful Digital Marketing Campaigns

These case studies showcase the importance of being adaptable, customer-focused, and not afraid to try new things. The digital marketing landscape is constantly evolving, but by understanding the core principles of what makes people tick, your business can craft truly impactful online marketing campaigns.

The Power of Emotion & Experience

• Best marketing campaigns aren’t just about features; they tap into feelings . Airbnb evokes the thrill of travel, Slack reminds us of the joy of smooth team communication, and Sephora makes buying makeup playful.
• Ask yourself: What does my product/service let customers feel and how can my content marketing capture that?

User-Generated Content is Marketing Gold

• The campaign featured like Slack’s “Wall of Love” and Airbnb’s focus on guest photos prove that real-world stories beat slick ads every time.
• This builds trust and provides endless free content.
• How to get started? Contests, easy-to-use “review” features on your site, and incentivizing social media platforms’ shares.

Omnichannel is the Future

• Both Sephora and UNIQLO masterfully blurred the lines between online and offline experiences.
• The target audience wants to engage with brands on their terms . Be present on social, have a mobile-friendly site, and if possible, find ways to integrate the in-store experience.

Word-of-Mouth Still Reigns Supreme

• Lyft’s referral program is a reminder that happy customers are your best salespeople.
• Don’t focus solely on gaining new customers; ensure your current ones feel so valued they can’t help but spread the word.
• Tips: Loyalty programs, excellent customer service that goes the extra mile, referral incentives

Tech is Your Tool, Not Your Master

• Sephora’s AI and AR try-ons are impressive, but the core goal is solving a problem for customers.
• Avoid using tech just to be trendy. Focus on how it can truly enhance your customer’s journey.

Related Content:

• Niche Website Builder: Your Profitable Niche Site From Scratch
• The Dark Side of Digital: 6 Worst Social Media Platforms In 2024 [Exposed]
• 10 Best Digital Marketing Niches in 2024 & 100 Profitable Sub-Niche Ideas
• How to Grow Your Business Online in 2024 (Entrepreneur Guide)
• 10 Best Facebook Niches: Goldmines for Unmatched ROI and Growth

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Case Studies im B2B-Marketing: Warum sich Fallstudien lohnen

Fallstudien stehen für Authentizität – ein gewichtiger Aspekt im B2B. Worauf es bei der Erstellung einer Case Study ankommt, welche Ziele sie verfolgt und wie erfolgreiche Beispiele aussehen, lesen Sie hier.  

Was sind Case Studies?

Eine Fallstudie – im Marketing wird eher von Case Study gesprochen – zeigt anhand eines konkreten Beispiels auf, wie ein externes Unternehmen ein Problem mit Hilfe eines Produktes oder einer Dienstleistung der eigenen Firma gelöst hat. Sie stellt nicht die Produkte oder die Services in den Mittelpunkt, die zur Lösung des Problems beigetragen haben, sondern den Kunden. Denn mit diesem sollen sich andere Unternehmen, die sich die Case Study anschauen, identifizieren. Es handelt sich also um einen konkreten Anwenderbericht aus der Sicht eines Kunden, der das Produkt oder die Dienstleistung eines Unternehmens bereits erfolgreich eingesetzt hat.

Darum lohnen sich Case Studies im B2B

Prinzipiell eignen sich Case Studies für fast alle Unternehmen, deren Produkte oder Dienstleistungen erfolgreich sind und sich nicht in einem Satz beschreiben lassen. Besonders lohnt sich der Aufwand bei Firmen, deren Angebot aufgrund der Komplexität erklärungsbedürftig ist – und das ist im B2B-Segment oft der Fall. Solche individuellen und praxisorientierten Informationen stärken das Vertrauen in die Kompetenz und Arbeitsweise eines Unternehmens.

Erhöhen Sie Ihre Sichtbarkeit bei ihrer Zielgruppe und präsentieren sie ihr Produktangebot online, indem Sie ein kostenloses Profil auf wlw erstellen.

„ Keine andere Maßnahme – ausgenommen In-Person-Events – eignet sich so gut, um Leads zu konvertieren. “

Immerhin 69 Prozent aller Unternehmen, die Content-Marketing betreiben, greifen auf Case Studies zurück, ergab der B2B Content Marketing Report 2020 des Content Marketing Institute. Und keine andere Maßnahme – ausgenommen In-Person-Events, bei denen potenzielle Interessenten direkt eingeladen werden – eignet sich so gut, um Leads zu konvertieren, also zu einem Geschäftsabschluss zu kommen.

Der Hauptgrund: Case Studies stehen für Authentizität. Dem Beispielkunden wird eher geglaubt als der blanken Darstellung von Produktvorzügen seitens des Unternehmens. Die am Ende gelösten Probleme dürfen durchaus Schwierigkeiten bereitet haben – das macht die Fallstudie glaubwürdiger, als wenn alles reibungslos verlaufen wäre. Case-Studies als Erfolgsstory haben zudem hohes Multiplikatoren-Potenzial, denn sie werden unter Kollegen oder als PR-Aussendung oft geteilt. Journalistisch verfasste Case Studies werden darüber hinaus auch von Fachmedien gern veröffentlicht.

So bauen Sie eine Fallstudie richtig auf

Beachten Sie folgende Punkte, die Ihnen bei der Vorbereitung und Erstellung einer Fallstudie helfen können:

• Blähen Sie die Fallstudie nicht unnötig auf: Wie der Content Preferences Survey Report 2019 von Demand Gen ergab, verbringen 68 Prozent der befragten B2B-Entscheider maximal 20 Minuten mit der Lektüre einer Case Study, die Hälfte der Studienteilnehmer sogar maximal 10 Minuten.
• Berücksichtigen Sie bei der Erstellung einer Fallstudie, in welcher Phase der Customer Journey Sie Ihre Kunden erreichen wollen: In der Awareness-Phase dienen Case Studies der Orientierung. Sie schaffen Einsicht in die Technologie und aktuelle Trends bei der Nutzung. In der Entscheidungs- und Kaufphase werden Fallstudien genutzt, um zu erkennen, welchen Nutzen eine Lösung tatsächlich gebracht hat.
• Nehmen Sie sich selbst zurück und lassen Sie den Kunden zu Wort kommen. Dafür sollten Sie einen Interviewtermin mit einem Mitarbeiter vereinbaren, der sich mit Ihrem Produkt oder Service intensiv auseinandergesetzt hat. Denn das, war er als wichtig erachtet, werden auch andere potenzielle Kunden relevant finden. Sparen Sie sich die Produkt-Perspektive für das Fazit auf, wo ein Call-to-Action zu Ihrer Lösung führt.
• Greifen Sie bei einer Case Study nicht zu viele fachliche Details auf , was die konkrete Anwendung betrifft. Denn das verstehen nur wenige Experten. Konzentrieren Sie sich in erster Linie auf den strategischen Nutzen Ihres Angebots, der die Entscheider überzeugt.
• Beginnen Sie Ihre Case Study mit einem Überblick , der die wichtigsten Fakten enthält. Stellen Sie dann den Beispielkunden und sein Problem vor, das sich im besten Fall auf viele andere Unternehmen übertragen lässt. Beschreiben Sie danach aus Kundensicht, wie Ihr Produkt oder Ihr Service genau geholfen hat. Am Ende sollte der Kunde darlegen, welche konkreten Vorteile sein Unternehmen aus der Zusammenarbeit gewonnen hat.
• Der Erfolg am Ende der Case Study wird im Optimalfall mit Zahlen untermauert. Was genau hat dem Kunden die Anwendung Ihres Produktes oder Ihrer Dienstleistung gebracht? Der prozentuale Anstieg der Leads , des Umsatzes oder die Kosteneinsparungen sind ein runder Abschluss einer Fallstudie. Vor allem technisch affine Zielgruppen erwarten konkrete Ergebnisse in Form von harten Fakten.  

Fallstudien: 3 Erfolgsbeispiele

1. novexx solutions.

Der Industrieanlagenanbieter Novexx Solutions hat eine Case Study zum Thema „Identifikation von Gitter-Rollcontainern“ aufgesetzt. In dieser wird aufgezeigt, wie einer der größten Einzelhändler in den Niederlanden von einer innovativen Kennzeichnungslösung zur Identifikation von Gitter-Rollcontainern in Verteilerzentren profitiert. Die bisherige Lösung des Kunden war sehr zeitaufwendig und erforderte Chemikalien zur Reinigung. Dank der neuen Kennzeichnung konnten die Etiketten leicht und ohne Rückstände von den Containern entfernt werden, was zu einer deutlich verlängerten, ununterbrochenen Laufzeit beitrug. Mit dieser Fallstudie hat Novexx Solutions den AIM Case Study Award 2017 gewonnen.

2. BlackBerry

Der Hard- und Softwareanbieter BlackBerry hat bereits Dutzende Case Studies veröffentlicht, darunter eine für das Bauunternehmen Max Bögl . Die Fallstudie in Zusammenarbeit mit Pioneer Communications zeigt, wie die Firma mit der BlackBerry-Lösung Herausforderungen in den Bereichen Sicherheit, Datenschutz und Produktivität löst. Die Grundlage bildete ein Telefoninterview mit einem Ansprechpartner aus dem Bereich IT-Collaboration - Mobile Device Management. Die Fallstudie wurde neben der Platzierung auf der BlackBerry-Website insbesondere Fachmedien der Baubranche angeboten. Die Veröffentlichung trug zu einer hohen Reichweite bei.

3. Lindner Hotels

Eine anderen Ansatz wählte die Lindner-Hotels AG mit ihrer Fallstudie zum Thema „Digital Recruiting“ . In dieser Case Study werden anhand des eigenen Unternehmens neue Wege bei der Suche nach geeigneten Talenten aufgezeigt wie Video-Bewerbungen, Recruiting-Castings oder ein Quereinsteiger-Portal. Das Ziel: Die Attraktivität der Hotelgruppe als Arbeitgeber hervorzuheben. Ein weiteres Mittel sind Statistiken, die eine hohe Mitarbeiterzufriedenheit sowie eine geringe Fluktuation und Azubi-Abbrecherquote hervorheben.  

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