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10 Best Video Marketing Case Studies & Insights (2024)

The State of Video in 2024

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

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

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

4. Bailey Nelson

Industry : Eyewear and Fashion

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

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

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

5. Digital Ocean

Industry : Cloud Computing and Technology

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

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

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

Industry : Home Moving and Services

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

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

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

7. Sail Internet

Industry : Internet Service Provider

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

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

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

Check out our video marketing report .

8. Smart Nora

Industry : Sleep and Wellness

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

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

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

9. HoneyBook

Industry : Client Management Software

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

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

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

10. Mobile Muster

Industry : Recycling and Environmental Sustainability

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

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

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

Why Work With Vidico

Creative excellence in video marketing campaigns.

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

Consistency and Brand Identity

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

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

Transparent Pricing on Video Marketing Strategy

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

Read : Best Animation Sales Video Examples

What should be included in video marketing case studies?

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

What is a case study in digital marketing?

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

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

Key Takeaways

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

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

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

References :

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

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7 Video Marketing Case Studies You Must Look at

Video strategies
Trends & Insights

Nupur Mittal

7 Video Marketing Case Studies You Must Look at

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

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

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

Let’s dive in.

7 amazing video marketing case studies

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

The list includes:

1. Ava Estell

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

Industry: Skincare

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

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

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

How has Ava Estell resolved these challenges using Videowise?

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

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

The results

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

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

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

Their on-site engagement was up 15.67%.

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

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

Intriguing? Read the Ava Estell complete case study here.

Industry: Retail

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

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

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

Here's an example of one such video:

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

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

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

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

Industry: SaaS

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

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

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

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

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

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

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

YouTube video on 'What is SEO' linked in Ahrefs blog post.

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

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

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

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

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

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

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

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

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

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

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

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

Emotional storytelling

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

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

Paid collaborations

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

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

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

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

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

Industry: Exercise equipment

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

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

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

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

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

Use a challenge and reward model to encourage participation.

Industry: Apparel and Footwear

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

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

How has Apolla resolved these challenges using Videowise?

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

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

Apolla video marketing results after using Videowise

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

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

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

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

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

Drive unmatchable results: Get started with video marketing

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

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

Continue reading

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7 Case Study Video Examples [Updated 2023]

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

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

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

What is a Case Study Video?

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

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

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

5 Features of Successful Case Study Videos

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

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

Now let's dive into the actual examples!

7 Case Study Video Examples

1. freshbooks case study (sarah).

Case Study Type: Testimonial

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

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

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

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

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

2. Slack Case Study (Sendie)

Case Study Type: Customer Success Story

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

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

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

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

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

Case Study Type: Video Infographic

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

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

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

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

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

4. Zappos Case Study Video

Case Study Type: Combo Video

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

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

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

5. GoPro Case Study

Case Study Type: User-Generated Content Case Study

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

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

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

6. Google Ads (Princess Polly)

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

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

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

7. Duda Case Study (Moovs)

Case Study Type: Feature Review

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

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

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

8. HubSpot with EZ Texting

Case Study Type: In-Depth Use Case

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

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

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

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

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

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

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

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

Last Updated on April 13, 2022

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

KFC Social Media Case Study Video

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

Sensis Case Study Video

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

Contour Digital Campaign Case Study Video

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

HubSpot Video Marketing Campaign

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

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

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

Squarespace Video Marketing Study

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

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

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

FedEx Video Case Study

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

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

Schneider Electric: The Emotional Factor

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

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

Summary: video marketing strategies

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

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

Creating Your Video Marketing Success

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

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

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

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

See animatedvideo.com to learn more!

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Case Study Corner

We know that sometimes the best way to get inspiration is through case studies - real world examples showing how brands of all kinds are driving (and proving) the success of their video campaigns.

Whether you're looking to utilize new measurement solutions or add video ad platforms like OTT, CTV or other streaming, this collection of case studies will step you through what each brand's challenge was, the specific solution they applied and the result. You'll also see best practices you can apply to your own campaigns.

Navigate the HUB

Audience-based buying.

Innovation in identity and advanced targeting has enabled marketers to focus on their best potential customers. See how marketers are using and proving the impact of an audience-first buying approach.

Proven Strategies & Tactics in Audience-Based TV Buying

Be inspired by 23 real-world examples of how brands used audience-based buying to grow their business. These case studies are from categories such as auto, QSR, travel, entertainment, pharmaceutical and beauty.

Opportunities in VOD Addressable

These Five Fast Facts explore when and why people are utilizing their TV provider’s on-demand content, defines what VOD Dynamic Ad Insertion is, and how marketers can use it to best engage with audiences via addressable campaigns. Also included is an exclusive case study from Canoe, 605 and AMC Networks showcasing the success of their addressable campaign.

Measurement Innovation

Be inspired to take advantage of modern measurement solutions and new metrics of success to help you prove the effectiveness of your campaigns.

Proving Cross-Platform Outcomes Lift for iconic Las Vegas campaigns

Demonstrating the campaign impact for an already famous destination requires data well beyond typical brand-lift metrics. Learn how the Las Vegas Convention and Visitors Authority's agency R&R Partners quantified the behavioral impact of its ad campaigns using the single-source methodology of DISQO's Brand Lift and Outcomes Lift products. By tapping into DISQO's 100% opted-in audience, R&R showed that their cross-media plan drove web traffic to Las Vegas domains and search traffic for highly relevant search terms.

Today’s Innovations in Measurement - Q1 2022

A collection of 13 case studies across 10 product categories such as automotive, QSR, CPG, pharmaceuticals and entertainment that take you step-by-step through how a brand implemented their measurement solutions.

Today’s Innovations in Measurement - Q2 2022

A collection of 15 case studies across 10 product categories such as tech, beverages, beauty and healthcare that take you step-by-step through how brands implemented their measurement solutions.

Today’s Innovations in Measurement - Q3 2022

This release has a focus on category-specific best practices and guidance supported by real-world case studies. You’ll see how healthcare/pharma, automotive, CPG, insurance and entertainment/tune-in brands were able to use measurement to gain learnings on many common metrics and objectives.

Today’s Innovations in Measurement - Q4 2022

This report features case studies from eight innovative companies that focus on 7 performance objectives for marketers. We also share 8 considerations you can use as you evaluate and add new solutions to your measurement plans. You’ll see how automotive, retail, tune-in, QSR, B2B, insurance and health & fitness brands were able to use measurement to gain learnings on many common metrics and objectives.

Quantifying Impact - 605 Case Study

Looking for real-world examples of how brands implemented a cross-platform measurement solution to understand their campaign’s impact on business outcomes? 605, a cross-platform, measurement & attribution company, shares an example of how they did this analysis for a leading brand.

See how brands are using a variety of streaming platforms like CTV, OTT and data-driven linear TV to deliver on KPIs such as in-store traffic, website visits and incremental reach.

How can a convergent TV strategy drive business results for brands?

Part of our 4-part Convergent TV Marketer FAQ Series

23 real-world case studies highlighting how video streaming drives brand success

How can I drive in-store traffic with streaming?

2 case studies showing how brands drove in-store traffic using a streaming video ad campaign.

How can I make an impact on a local level with streaming?

5 case studies showing how brands made an impact on a local level using a streaming video ad campaign.

How do I use streaming video to boost sales?

3 case studies showing how brands boosted sales using a streaming video ad campaign.

How do I use streaming to extend the reach of my video campaign beyond linear TV?

5 case studies showing how brands extended their reach using a streaming video ad campaign.

Research from Tatari

The research shares the learnings garnered from recent TV campaigns and how they were applied to sharpen streaming strategies. It also examines the combined impact and implications of linear + streaming plans.

Multicultural

Creating authentic marketing that engages multicultural audiences is a must for a modern marketer. These cases studies will also show you that "doing good" is also good for a brand's growth and bottom line.

Do The Right Thing

Marketers know the importance of inclusive messaging. The 20+ case studies in this guide clearly illustrate the benefits of it. No matter what goals or KPIs you need to deliver, from awareness through to sales, there is a clear correlation between “doing the right thing” and business success.

How does on-screen representation deepen engagement with Black consumers and drive business impact for brands?

Unlock insights that will allow you to drive awareness, strengthen engagement and boost positive business outcomes among Black Americans.

How Can My Brand Leverage the Strength of the Rising Latina Consumer Through Video?

Brands can drive positive business results by gaining the trust of the highly influential Latina American consumer.

Impact of TV

See how brands are demonstrating the full-funnel impact of the multiscreen TV campaigns.

Brands In Crisis

Some of the world’s largest brands have experienced a crisis. These stories have been extensively covered in the press, however, for marketers, the richest learnings are found by taking a closer look at how a brand responded and the impact that it had on its business. For many of these brands, TV advertising was a key component to changing public opinion and rehabilitating their image. This piece details 6 brands that navigated through a crisis.

Assigning TV Credit

Digital media, by its very nature, is easily correlated to online behavior and response metrics. Once confined to brand and awareness metrics, the world of TV attribution has now expanded to measure responses and assign value throughout the purchase funnel. This paper, produced in partnership with The FreeWheel Council for Premium Video (FWC), focuses on that evolution by illustrating TV’s value in the marketing mix through a range of real-world case studies from across the industry while also providing a comprehensive, yet simple, understanding of attribution.

The Halo Effect: TV as a Growth Engine

VAB, Effectv and Forecast Labs brings you real world case studies and the reasons why brands are fast-tracking their path to TV. We will dive into key DTC categories such as home furnishings, home insurance, health/wellness & personal care, online delivery services & meal kit subscriptions to non-DTC categories such as QSR’s, home goods & services and B2B- most experiencing triple-digit lifts in website traffic after they launched their TV campaign.

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

Summary/Overview

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

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

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

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

What is a marketing case study?

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

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

Some common key components of a marketing case study include:

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

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

Benefits of marketing case studies

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

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

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

Tips on how to write an effective marketing case study

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

Develop a clear and compelling headline

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

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

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

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

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

Write relatable content

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

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

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

Outline your strategies with corresponding statistics

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

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

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

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

Use multiple formats of representation

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

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

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

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

Get your case study in front of your intended audience

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

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

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

Marketing case study examples

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

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

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

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

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

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

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

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

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

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

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

Marketing case study template

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

Case Study Title

Date: [Date]

Client or Company Profile:

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

Introduction:

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

Analysis and Insights:

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

Conclusion:

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

Testimonials:

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

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

Craft a compelling marketing case study for your business

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

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

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

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Viral Video Campaigns: 7 Fantastic Case Studies to Learn From

Although ‘it’s gone viral ’ is a line that every marketing team longs to hear in their office, it’s not a common occurrence.

Stats from Stanford University suggest that only one per cent of all online content goes viral.

Fortunately:

Research shows you’ve got a better chance of going viral if you deliver your content in video form.

Not all videos are made equal.

In this article, we’ll look at some of the most sensational viral video campaigns of both the past and present to see what the secret sauce to their success might be.

A bit of background.

Viral campaign marketing in a nutshell

So what counts as a viral video campaign?

The jury is actually still out on that one.

In an analysis of dozens of different opinions and studies , Forbes writer Robert Wynne concluded:

“If your friend in the next cubicle posts a video on YouTube and it spreads to 100,000 people in four hours, that’s probably viral.”

The advantages and disadvantages of viral marketing

We’ll keep this brief:

Advantages of viral marketing

A better bottom line – after the Greggs video mentioned below was released, the company’s shares hit an all time high and annual sales broke the billion pound barrier for the first time
Exposure to new demographics and audiences
Better brand loyalty – because sharing videos is an interactive activity, so it helps potential customers feel more connected to the brand.

Disadvantages of viral marketing

Lack of control: once a video goes viral, the brand that made it has no control over how people respond to it and has no power to retract it if the message is received the wrong way
Effort: because there’s no silver bullet when it comes to trying to get a video to go viral, marketing departments can end up putting a lot of effort in for little return

7 sensational viral video campaigns you can learn from

One of the top viral marketing campaigns of 2019 has to be the video in which Greggs introduced its new vegan sausage roll to the world.

The film parodied the revelatory techy tone of an iPhone commercial and it garnered five million views on social media within 10 days of its launch.

What exactly did this video do right?

It was short. Lasting just 37 seconds, it was a quick watch, freeing up viewers’ time to go on to share it.

It was humorous. A study by The New York Times Insight Group found that one of the main reasons people share content online is to enlighten and entertain valued people . And humour is always enlightening and entertaining.

At the end of 2017, a CarMax video clocked up more than 400,000 views on YouTube alone.

How did they do it?

They embraced social listening and humour.

Before the video was made, CarMax had seen another video made by a filmmaker in order to sell his girlfriend’s beaten-up Honda Accord.

In CarMax’s own video, it made the film maker a market-price offer for the car and then continued to offer him money for other things featured in the video such as an old mug, a coffee machine and his girlfriend’s threadbare jumper.

The overall value of the offer?

Range Rover

Range Rover’s Evoque Speedbump Stunt video was named the viral video of 2018.

Here’s the deal:

For filming, the Range Rover team set up a huge speed bump in the middle of a South London street and they filmed the reactions of real-life motorists who encountered the bump.

At the end of the video, the footage revealed how a Range Rover could get over the bump when no other car could. The secret ingredient to Range Rover’s success?

The filmmakers didn’t follow the traditional storytelling arc that begins with rising tension and a climax and ends in a resolution.

The production crew used the emerging story arc, starting the video with suspense and maintaining that suspense through to the end.

Although Dove’s Real Beauty Sketches video was created way back in 2013, it’s still listed in the Guinness Book of Records as the most viewed video ad of all time .

It’s been watched more than 124 million times in more than 110 countries around the world.

Well, in addition to the emotional aspect, the makers of this video had a support plan.

The company used PR strategies to ensure the video was picked up by key media channels such as Mashable, Huffington Post and the Today Show before it released the video to the world.

Love is a Gift

At Christmas 2018, a video called Love is a Gift by filmmaker Phil Beastall attracted six million Facebook views in a matter of days.

The footage showed a man listening to the final tape in a series of cassettes that his deceased mum had left for him to open every Christmas Day after she died.

Some viewers said the video was better than that year’s John Lewis advert and called for the department store to hire Beastall to create the brand’s 2019 video.

The bottom line?

What this video did perfectly was tap into viewers’ emotions.

In his book Contagious: Why Things Catch on John Berger explained that the most sharable content tended to evoke strong emotions in viewers.

Made for just £50, the film shows that viral video production doesn’t have to cost the earth.

Dumb Ways to Die

The animated Dumb Ways to Die video is the world’s most shared public service announcement and it’s a great example of how viral marketing campaign videos don’t need to feature real world locations or actors.

Made for Melbourne Trains the video, which showed animated characters dying in dumb ways, racked up 50 million views on YouTube and was retweeted more than 100,000 times on twitter.

In addition to featuring humour, the video succeeded thanks to a catchy music soundtrack that charted on iTunes in 28 countries.

In early 2018 The Sun ran the headline:

‘Nike’s advert ‘Nothing Beats a Londoner’ hailed as one of the best ever made.’.

The three-minute video starred celebrities from sport and music alongside London youths who were trying to make it big in certain sporting fields.

A lot of money was ploughed into the making of this video.

That’s not the only reason it succeeded.

In addition:

It featured humour – the producers cast Gareth Southgate as God – and it included a strong emotional element – showcasing stories of young Londoners fighting to fulfil their dreams.

Making a piece of marketing content that goes viral is no small order.

Video tends to be more sharable and therefore more likely to go viral than other forms of content.

The world’s most successful viral video campaigns do have a few things in common. They all:

Feature humour
Milk the zeitgeist or are topical
Include an emotional element
Tell a story
Often feature a memorable soundtrack

Despite the fact that some brands ensure their videos go viral by enlisting major celebrities, the success of videos made for as little as £50 shows they don’t have to blow a business’ budget.

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Case Study: Dove’s “Real Beauty” Brand Campaign

Case Study: Dove’s “Real Beauty” Brand Campaign 6 min read

In the world of skincare, Unilever’s Dove has not only solidified its position with products promising moisture and softness but has also reshaped the beauty industry through its groundbreaking “Real Beauty” campaign, launched in 2004 . This article delves into the multifaceted facets of Dove’s campaign, exploring its inception, objectives, social impact, marketing mix analysis, key elements, pros and cons, and the profound long-term implications it has had on the brand and the beauty industry as a whole.

A Revolutionary Approach to Beauty Standards

Dove’s “Real Beauty” campaign embarked on a revolutionary journey by challenging and redefining the prevailing beauty standards. Departing from the conventional models seen in beauty ads, Dove opted for authenticity, featuring real women of diverse body types, ages, and ethnicities. This bold move aimed not only to celebrate the natural beauty of women but also to inspire a global conversation on self-image and societal perceptions of beauty.

The Objectives: Beyond Skin Deep

The campaign’s objectives were multifaceted. Firstly, Dove sought to broaden the narrow beauty standards dictated by media and society, offering a more inclusive definition of beauty. Secondly, it aimed to stimulate a global conversation, urging people to reconsider their perceptions of beauty. Lastly, Dove sought to boost women’s self-esteem by featuring diverse women, fostering a positive self-image.

Impacting Society: Beyond Beauty Products

The social impact goals were evident from the outset – Dove aimed to change the narrative around beauty, inspiring women worldwide to embrace their unique beauty. Furthermore, the campaign sought to influence other brands and the advertising industry to adopt a more inclusive and realistic portrayal of women.

Analyzing the Marketing Mix

Dove’s “Real Beauty” campaign serves as a stellar example of a well-executed marketing mix, strategically incorporating the four Ps – Product, Price, Place, and Promotion.

Product : Beyond skincare, Dove sold an idea – a new definition of beauty that was inclusive and diverse.
Price : The brand maintained its value-based pricing strategy, reinforcing the message that real beauty is not a luxury but a right accessible to every woman.
Place : Widely available globally, Dove’s products reached a broad audience. The digital presence further expanded its global reach, making it a conversation transcending borders.
Promotion : The campaign leveraged unconventional strategies, featuring real women across various mediums, from TV commercials to digital platforms.

Key Elements of Authenticity

The campaign’s authenticity lay in its use of diverse models and the introduction of the “inner goddess” concept. By showcasing real women of different ages, sizes, and ethnicities, Dove aimed to boost self-esteem and change the narrative around beauty.

Navigating Pros and Cons

While the campaign successfully shifted beauty ideals towards inclusivity, it faced criticism for inconsistencies, particularly concerning Unilever’s ownership of brands with contradictory messages. Instances of racial insensitivity in certain ads also sparked public outcry. Despite these challenges, the campaign significantly impacted the beauty industry and resonated positively with consumers.

https://www.youtube.com/watch?v=XpaOjMXyJGk

Results and Outcome of the Campaign

Dove’s “Real Beauty” campaign was not only a triumph in challenging traditional beauty standards but also an exceptional success in terms of its financial impact and long-lasting resonance. The results can be analyzed based on the information provided:

Free Media Exposure:

The campaign generated remarkable buzz, resulting in free media exposure worth 30 times Dove’s initial spend . This indicates the campaign’s extraordinary reach and effectiveness in capturing public attention.

Website Engagement:

The campaign’s website drew a substantial 1.5 million visitors . This high level of engagement suggests that people were actively seeking more information about the campaign, indicating a strong public interest and involvement.

Viral Videos:

Dove strategically released a series of viral videos that resonated with viewers. These videos aimed to showcase the self-critical nature of women regarding their appearance while highlighting their true beauty. The viral nature of these videos amplified the campaign’s impact and facilitated widespread conversation.

Inclusive Advertising:

Dove’s decision to feature women of all shapes and sizes in their underwear, with the tagline “ Tested on real curves ,” was a pivotal move . It challenged the conventional use of runway models in beauty advertisements and celebrated the diversity of everyday women. This approach resonated positively with the target audience, fostering a sense of representation and inclusivity.

Financial Impact:

The most tangible result of the campaign’s success was reflected in Dove’s finances. The company experienced a remarkable 10% increase in revenues within a single year. This substantial growth indicates not only a positive response from consumers but also the campaign’s effectiveness in driving sales.

Long-Term Sustainability:

The campaign’s enduring success is noteworthy, considering it is still running nearly 20 years later. This longevity underscores its sustained impact on Dove’s brand image and continued relevance in addressing societal perceptions of beauty.

Inspiring a Movement

The revolutionary impact of Dove’s campaign transcends the beauty industry. It has inspired other brands across various sectors, from lingerie with Aerie’s #AerieREAL campaign to cosmetics with CoverGirl’s #IAmWhatIMakeUp initiative. Even sports apparel, as seen in Nike’s ‘Better For It’ campaign, has embraced inclusivity, inspired by Dove’s groundbreaking initiative.

Conclusion: A Lasting Legacy

Dove’s Real Beauty campaign has left a lasting legacy in the marketing world, not only for its strategic approach but also for the profound impact it had on societal perceptions of beauty. The campaign’s success can be attributed to several key factors that set it apart from traditional marketing strategies.

Emotional Connection:

Dove’s ability to tap into people’s emotions played a pivotal role in the campaign’s success. By addressing a sensitive and prevalent issue – women’s self-image – Dove created a deep emotional connection with its audience. The campaign resonated with the insecurities many women face, fostering a sense of empathy and understanding.

Empowerment Over Exploitation:

Unlike some marketing campaigns that leverage fear, shame, or the desire to conform to societal standards, Dove chose a path of empowerment. The brand celebrated women for who they were at that moment, rejecting unrealistic beauty standards perpetuated by the media. This approach not only differentiated Dove from its competitors but also contributed to building a positive brand image.

Everyday Product Focus:

The decision to center the campaign around everyday products, such as soap and body wash, showcased Dove’s commitment to promoting realistic beauty standards in everyday life. This strategic choice allowed consumers to actively participate in promoting a new paradigm while purchasing products they regularly use. This broad appeal significantly contributed to the widespread success of the campaign.

Affordability and Accessibility:

Dove’s commitment to offering affordable and accessible products further amplified the impact of the Real Beauty campaign. By keeping prices reasonable and ensuring widespread availability in stores like Target, Walmart, and convenience stores, Dove made it easy for a diverse range of consumers to support the cause. This inclusivity ensured that the success of the campaign wasn’t limited to a specific demographic with higher purchasing power.

In conclusion, Dove’s Real Beauty campaign stands as a testament to the power of authenticity, empathy, and social responsibility in marketing. By addressing a societal issue with sensitivity and promoting positive change, Dove not only garnered customer loyalty but also contributed to a broader conversation about inclusivity and self-acceptance. The campaign’s impact transcended the realm of marketing, leaving a lasting legacy and setting a benchmark for brands aspiring to make a meaningful difference in society through their advertising efforts.

Also Read: Dissected: Snickers “You’re Not You When You’re Hungry” Campaign

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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.

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What 3 brands learned from their YouTube CTV experiments

It’s no secret that we’re in the middle of a digital video boom, as alternatives to linear TV grow at unprecedented rates. According to Nielsen’s total TV and streaming report, YouTube is the leader in streaming watch time. 1 And viewers watch a daily average of over 700 million hours of YouTube content on TV devices. 2

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Source: YouTube Internal Data, Global, Jan. 2022.

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This level of engagement informs how viewers feel about ads. In a new study, we found that viewers agree that YouTube ads on the TV screen are more relevant (59%) than ads on linear TV or other streaming apps. 3 Connected TV gives advertisers a powerful creative canvas to reach viewers when they are highly engaged, streaming their favorite content on the living room screen.

To better understand the opportunity for advertisers, these three brands ran experiments to see how effective CTV could be for their audiences. Here are the questions they set out to answer.

Does CTV drive results?

On behalf of its Ruffles brand, Frito-Lay North America leveraged CTV to engage with some of its core audiences, such as younger families, flavor variety seekers, millennials, and those living in urban areas. The marketing team wanted to understand how increases in watch time on CTV contributed to brand and sales goals.

The higher delivery to the increased CTV cells exceeded our expectations and benchmarks across view rates, ad recall, and sales lift.

In 2021, Ruffles ran an A/B test with half the media budget delivered across devices as usual and the other half with an increased allocation to CTV. It then compared performance to delivery.

The result? “The higher delivery to the increased CTV cells exceeded our expectations and benchmarks across view rates, ad recall, and sales lift,” said Amanda Corral, senior director of paid media strategy at Frito-Lay North America. “And we achieved this without sacrificing CPM or reach. We were thrilled to deliver a strong impact while maintaining efficiency and delivering higher ROI.”

Can tried-and-true audience and creative strategies scale to CTV?

L’Oreal USA has built its brands with a commitment to consumer-centricity. Across its brands, that has meant committing to cut-through creative. (Think, “Maybe they’re born with it, maybe it’s … .” You know the rest.) It has also meant constantly refining media and audience strategies that evolve as the brands’ customers do. For the past several years, L’Oreal USA has followed the lead of its customers and ramped up investment in YouTube.

The company has honed a tried-and-true approach to creative and reach, and wanted to see how that approach scaled to CTV. So in the summer of 2021, when it was time to lean into upper-format, demand-generating media, L’Oreal USA increased its YouTube investment by 102% year over year. “What was interesting about this time was, we were seeing audience behavior patterns around ad-supported streaming and a boom in CTV that we knew wasn’t going to go away,” said Shenan Reed, SVP, head of media at L’Oreal USA.

The company ran a meta-analysis across nearly 30 NCS sales lift studies and found that its YouTube activity delivered an average of 6% sales lift for its campaigns. The company also saw a 6 to 1 return on ad spend on YouTube CTV screens. Not only did this prove that L’Oreal USA’s creative and audience strategies can scale to CTV, but it also saw that the majority of impact was coming from new consumers. That’s important because, coming out of the pandemic, the team knew the company needed to attract the next generation of new consumers and first-time buyers.

“Our consumer is still in the living room, but they’re watching a wider variety of content — content that is more personal, that’s more of the moment. You can ignore that behavior, or you can choose to show up. And we chose to show up,” said Reed.

Our consumer is still in the living room, but they’re watching a wider variety of content — content that is more personal, that’s more of the moment.

Does CTV work for action campaigns?

DocuSign was initially apprehensive about CTV, since users aren’t able to click through and convert on the TV screen. However, the brand put aside those reservations and decided to experiment by using the channel to increase reach and brand awareness. DocuSign understood the importance of reaching its users wherever they were, including their connected TVs.

“Before this test, we didn’t know there was such a large audience on CTV that we weren’t reaching through other video ads,” said Andy Tack, senior marketing manager at DocuSign.

By running a CTV-dedicated advertising campaign alongside a regular cross-device campaign, DocuSign was able to isolate and quantify the impact CTV had on its campaigns. The marketing team found that the CTV ads drove a best-in-class 33% relative lift in ad recall. Furthermore, despite worries about barriers to action, DocuSign actually saw a 126% relative conversion lift for its trial sign-ups.

No model exists for the perfect CTV strategy. Brands of all types are showing what can be done.

“We can now clearly see the value CTV has in our campaigns,” said Tack. “Whether we’re growing brand awareness and recall, or improving consideration and purchase intent, CTV is a critical part of our approach.”

No model exists for the perfect CTV advertising strategy. Whether planning media on behalf of a CPG company, reaching new cosmetics buyers, or taking a chance on a new channel, brands of all types are showing what can be done. The one thing they have in common is that their efforts were rewarded.

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1 Nielsen Total TV & Streaming Report, U.S., Nielsen national TV panel data plus streaming video ratings, Sept. 2022. 2, 3 YouTube Internal Data, Global, Jan. 2022.

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The first Pharmaceutical brand to launch Video ads with Microsoft Advertising saw almost 2X increase in brand searches

Happy biker smiling while holding a bike in a mountain setting.

In the hypercompetitive world of pharmaceuticals, driving awareness is difficult. That was the challenge facing AstraZeneca, the producers of Calquence, a prescription medicine used to treat adults with chronic lymphocytic leukemia (CLL).

The Calquence ad team turned to Microsoft Advertising to raise awareness through Video ads. The goal was to elevate the brand visibility of Calquence and cost-effectively drive traffic to the website.

They planned to target their Video ads towards high performing audiences that had previously been collected through their search efforts.

The solution

With Microsoft Advertising’s full-stack solution, Calquence leveraged search data to launch a dynamic online video strategy.

Employing cross-channel audience targeting, they focused on two impactful segments:

Reconnecting with site visitors through remarketing.
Strategically engaging specific in-market audiences that had shown to over-index on search performance for the brand.

Video ads drove cost-efficient audience impressions to the CALQUENCE website and most importantly these visitors engaged with site content in a meaningful and measurable way.

— Mike Pisarri , Director at CMI Media Group

In addition to reaching qualified audiences, Video ads has allowed our campaigns to expand our reach beyond the traditional search engine, which increase touchpoints to our existing customer and enables us to reach new people who can benefit from our innovative medicines.

— Shyam Desai , Vice President of Engagement Strategy at CMI Media Group

The results

After launching Video ads, the team saw a +93% increase in branded paid search click volume. In less than a month the campaign achieved 4.95M impressions with a $4.12 CPM. Their video asset outperformed other platforms with a 47% video completion rate and a 0.19% click-through rate (CTR). Lastly, their remarketing efforts resulted in impressive on-site duration and custom conversion metrics that measure website engagement.

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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

Case study examples: Handled and 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

Case study examples: Carol H. Williams and Chevrolet DTU

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

Case study examples: Think with Google and HubSpot

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.

Case studies example: Data focus, Think with Google

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

Case study examples: Asana and HackReactor

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.

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For Small Business

10 Impressive LinkedIn Ad Case Studies to Inspire Your 2024 Marketing

May 13, 2024
by steven-austin

With over 900 million members worldwide, LinkedIn has become an essential advertising channel for B2B marketers looking to reach professional audiences. The platform‘s robust targeting options, variety of engaging ad formats, and unparalleled access to business decision-makers make it a powerful tool for driving brand awareness, generating quality leads, and achieving impressive marketing ROI.

To showcase what‘s possible with LinkedIn advertising, we‘ve rounded up 10 compelling case studies from a diverse set of companies. These examples, updated for 2024, illustrate creative and effective ways to leverage LinkedIn ads to meet different business goals. You‘ll see how brands are using single image, video, carousel, message, and text ads—along with smart targeting and optimization—to get remarkable results.

Whether you‘re new to LinkedIn ads or looking to level up your strategy, these case studies offer valuable insights and inspiration. Let‘s dive in!

1. Salesforce‘s Video Ads Drive Massive Engagement

Salesforce, the leading CRM platform, turned to LinkedIn video ads to promote their annual Dreamforce conference and generate excitement among their target audience of sales, marketing, and customer service professionals.

The company created a series of short, snappy videos featuring customer success stories, keynote speaker previews, and highlights from past events. They targeted the ads to relevant job titles and industries, and included prominent calls-to-action to register for the event.

The results were impressive: Salesforce‘s video ads earned an average view rate of 48%, with some even reaching 56%. The campaign also drove a 12% lift in Dreamforce registrations compared to the previous year. By using eye-catching visuals, concise messaging, and precise targeting, Salesforce was able to capture their audience‘s attention and inspire action.

Key Takeaway : Video is one of the most engaging ad formats on LinkedIn. Keep your videos short (under 30 seconds), highlight your key value propositions, and use targeting to ensure you‘re reaching the most relevant audience.

2. HubSpot‘s Lead Gen Forms Boost Conversions

HubSpot, a leading marketing, sales, and customer service software provider, used LinkedIn‘s Lead Gen Forms to drive high-quality conversions for their ebook and webinar content.

Lead Gen Forms allow LinkedIn members to submit their information with just a couple of clicks, as the forms are pre-filled with their profile data. This reduces friction in the conversion process and can significantly boost submissions.

HubSpot created Sponsored Content ads promoting their latest ebooks and webinars, with clear value propositions and eye-catching visuals. When members clicked the ads‘ call-to-action buttons, a Lead Gen Form would open within the LinkedIn interface, making it easy to sign up without navigating to a landing page.

The streamlined experience paid off: HubSpot saw a 5x increase in lead conversion rate compared to their standard landing page campaigns. They also found that the leads coming from LinkedIn tended to be higher quality, with better job titles and company information.

Key Takeaway : LinkedIn Lead Gen Forms are a powerful tool for B2B lead generation. Use them to gate your high-value content offers and make it as frictionless as possible for your target audience to convert.

3. Google‘s Text Ads Recruit Top Talent

Google is always looking for ways to attract the best and brightest talent across a range of technical and business roles. In this case study, the company used LinkedIn‘s Text Ads to promote open job listings and drive qualified applications.

Text Ads are simple, non-intrusive ad units that appear in the right rail of the LinkedIn desktop interface. While they may not be as flashy as other formats, they can be highly effective for targeting niche audiences with relevant messaging.

Google created Text Ads for various job openings, with concise, compelling copy that spoke directly to the qualifications and interests of their ideal candidates. They targeted the ads by job function, seniority level, skills, and location, ensuring they reached only the most relevant prospects.

The results were great for a recruitment campaign: Google‘s Text Ads generated a 30% higher apply rate than other channels, with a 50% lower cost per application. By leveraging LinkedIn‘s professional data for precise targeting, Google was able to fill their talent pipeline with high-quality candidates efficiently.

Key Takeaway : LinkedIn Text Ads are a great option for highly targeted, lower-funnel campaigns like job postings or demo requests. Use LinkedIn‘s robust targeting criteria to zone in on your exact persona and craft copy that resonates with their specific needs and interests.

4. Adobe‘s Carousel Ads Showcase Product Benefits

Adobe, the global leader in creative and digital marketing software, used LinkedIn‘s Carousel Ads to educate their audience about the key features and benefits of their Creative Cloud suite.

Carousel Ads allow you to include multiple visuals and headlines within a single ad unit, which users can swipe through to learn more. This format is ideal for telling a more complete brand story or showcasing different aspects of a product.

Adobe created Carousel Ads that highlighted essential Creative Cloud tools like Photoshop, Illustrator, and InDesign, with each card focusing on a specific use case or customer benefit. They targeted the ads to creative professionals and decision-makers across a range of industries.

The campaign was a big success: Adobe‘s Carousel Ads earned a 45% higher click-through rate and a 33% higher conversion rate than their single-image ad campaigns. By providing a more informative and interactive ad experience, Adobe was able to generate greater interest and drive more qualified leads for their Creative Cloud product.

Key Takeaway : Use LinkedIn Carousel Ads to tell a more in-depth story and highlight multiple features, benefits, or customer examples. Make sure each card has a strong visual and a clear, compelling headline to encourage engagement.

5. Wix‘s Message Ads Engage Decision-Makers

Wix, the popular website development platform, used LinkedIn‘s Message Ads to directly engage business owners and decision-makers with personalized offers and content.

Message Ads are delivered to LinkedIn members‘ inboxes, providing a unique opportunity to start a one-on-one conversation and build relationships with high-value prospects. Unlike InMail messages, Message Ads don‘t require a shared connection or open profile.

Wix created Message Ad campaigns offering a free trial of their premium business website plans, with personalized greetings and value propositions tailored to each recipient‘s industry and job function. They targeted small business owners and marketing decision-makers across a range of verticals.

The personalized approach worked well: Wix‘s Message Ads generated 3x more free trial sign-ups than any other LinkedIn ad format they tested, with a 25% open rate and an 8% CTR. By starting a direct conversation with their ideal customers, Wix was able to cut through the noise and drive meaningful business results.

Key Takeaway : Use LinkedIn Message Ads to reach out to your highest-value prospects with personalized offers and content. Keep your messages concise, relevant, and conversational, and include a clear call-to-action that aligns with your campaign goals.

These are just a few examples of how innovative brands are using LinkedIn ads to achieve their marketing objectives and drive serious ROI. As the platform continues to grow and evolve, we can expect to see even more creative and effective uses of LinkedIn advertising in the years ahead.

If these case studies have inspired you to explore LinkedIn ads for your own business, here are a few key best practices to keep in mind:

Use LinkedIn‘s robust targeting options to reach your ideal audience based on job title, industry, company size, skills, interests, and more.
Experiment with different ad formats to see what resonates best with your audience. Don‘t be afraid to try video, carousel, or message ads in addition to standard single-image ads.
Keep your ad copy concise, compelling, and focused on your unique value proposition. Speak directly to your audience‘s needs and pain points.
Include clear, eye-catching visuals that align with your brand and grab attention in the feed.
Set up conversion tracking to measure your results and optimize your campaigns over time. Monitor your click-through rates, conversion rates, and cost per conversion to ensure you‘re getting the best return on your ad spend.
Don‘t forget to nurture your leads after the click. Have a plan in place to follow up with prospects, provide value, and guide them through your sales funnel.

By following these guidelines and taking inspiration from the success stories above, you‘ll be well on your way to LinkedIn advertising success. Happy marketing!

Are 'soccer moms' actually swing voters?

The second episode of our podcast miniseries "Campaign Throwback."

In 1996, the American Dialect Society voted "soccer mom" its word of the year . A columnist at The Boston Globe termed it the "year of the soccer mom." If you tuned your television to coverage of that year's presidential race between then-President Bill Clinton and Sen. Bob Dole, you'd likely see coverage of the "soccer mom" vote; correspondents even went to the sidelines of children's soccer matches to hear from them.

"Soccer moms" are not a demographic group that can be found in the census. Nor do they show up in the polls. But campaigns and the media started using the term as a shorthand for the kinds of white middle-to-upper-middle-class suburban women with kids at home that they thought might decide the 1996 election.

They became an obsession, based on the idea that they were cross-pressured between the Republican and Democratic parties and could swing either way. Perhaps they supported policies favored by the Democratic Party like the Equal Rights Amendment, but also favored the tough-on-crime posture of the GOP.

There was only one problem: It's not actually clear that these suburban women were swing voters or that they proved pivotal in the 1996 election. It's also not clear that the evolution of the "soccer mom" trope and today's enduring interest in suburban women as swing voters are based on much rigor either.

Enter the 538 Politics podcast. In our three-part mini-series, "Campaign Throwback," we're taking a look back at campaign tropes from past elections and assessing where those tropes came from, whether they were actually true at the time and if they still hold up today. In our first installment, we looked at the famous James Carville political wisdom, "it's the economy stupid." In our second installment, we look at "soccer moms."

Clinton won his first term in what was termed the " year of the woman ," after a record number of women ran for office and won in 1992. And as the 1996 election took shape, gender politics were still at the forefront of campaign coverage. Clinton's popularity was growing and Dole was lagging in the early polls , and the idea took hold that "soccer moms" might either save Dole's chances or ensure that Clinton made it over the edge.

Former Florida Gov. and US Sen. Bob Graham remembered for his civility at memorial service

May 11, 4:22 PM

Ex-GOP Gov. Hogan is popular with some Maryland Democrats who still don't want him in the Senate

May 11, 11:27 AM

Wisconsin Senate plans to vote on overriding Evers veto of PFAS funding, other bills

May 13, 4:41 PM

But when the election was all said and done, was that conventional wisdom correct? Listen to the episode below, or wherever you get your podcasts, and make sure to subscribe to the 538 Politics podcast .

Trump tells Jersey Shore crowd he's being forced to endure 'Biden show trial' in hush money case

May 11, 12:04 AM

What do 'zombie' Haley voters want?

May 13, 5:16 AM

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Taylor Swift tour hands UK economy £1 billion boost: study

Agence france-presse.

Taylor Swift's worldwide Eras Tour will boost the UK economy by almost £1 billion ($1.3 billion) as fans splash the cash to see the US music star, Barclays bank estimated Wednesday.

A study entitled "Swiftonomics" said almost 1.2 million fans would each shell out about £848 on tickets, travel, accommodation and merchandise to see the singer and songwriter perform in the UK over 15 summer dates.

This figure is 12 times the amount someone would spend on an average night out in the country, according to Barclays.

"When it comes to cultural icons like Taylor Swift -- like we saw with Elvis and Beatlemania in the 50s and 60s -- supporters have such a strong connection to the artist that the desire to spend becomes even more powerful," said Peter Brooks, behavioral scientist at Barclays.

Swift is on the European leg of her tour that began more than one year ago, with the performer having played to sold-out arenas across North and South America as well as Asia.

In the UK, Swift will perform at sporting arenas in Cardiff, Edinburgh, Liverpool and London.

By the end of 2023, the tour became the first to sell more than $1 billion in tickets. It is on track to more than double the amount by the time it concludes at the end of this year.

Stories Chosen For You

Should trump be allowed to run for office, queen camilla pledges not to buy new fur, say activists.

Britain's Queen Camilla has promised not to buy any more fur for her wardrobe, according to a letter from Buckingham Palace that animal rights group PETA released Wednesday.

Camilla -- a keen fox hunter before it was made illegal in the UK -- follows in the footsteps of late Queen Elizabeth II, who announced she would stop buying fur in 2019.

The letter, on Buckingham Palace headed notepaper, said: "I can confirm that Her Majesty will not procure any new fur garments."

AFP contacted the palace for comment.

PETA founder Ingrid Newkirk welcomed the move as being "right and proper for the monarchy", and said it was in line with the overwhelming majority of British people who also refuse to wear animal fur.

The activist group has been calling for years for the Ministry of Defence to end the use of bearskin for the hats worn by ceremonial guards.

The tall, black hats are worn by the elite regiments, including for the Changing of the Guard outside Buckingham Palace, and are one of the best-known symbols of the UK.

The MoD has argued that faux fur alternatives do not meet their standards.

Camilla's decision is the latest royal move to address animal welfare concerns, with her husband King Charles III a lifelong environmentalist.

Charles and Camilla were presented this month with the "Coronation Roll", a written record of their coronation last year.

It was the first time it was written on paper rather than vellum from animal skin in its 700-year history.

However, the king and queen wore ermine-trimmed capes and crowns made from stoats at the ceremony.

Camilla's pledge does not require her to stop wearing fur items she already owns.

Trump case in 'grave jeopardy' as Georgia prosecutor and judge face primary challenges

The prosecutor and judge involved in Donald Trump's election interference case in Georgia are both running for re-election in next week's primary election.

Fulton County district attorney Fani Willis and Superior Court judge Scott McAfee each face a primary challenge Tuesday as Trump's trial is paused for an appeal that would remove the prosecutor from the case against the former president, although it's not clear what might happen if either were to lose their race, reported CNN .

“Some folks were worried that me jumping in the race, you know, might mean we lose that case,” said Christian Wise Smith, an attorney who's running against Willis.

Wise Smith has made breaking the “school-to-prison pipeline” the central theme of his campaign, said the case might benefit from having another prosecutor with less personal baggage than Willis, whose oversight of the case has been challenged due to her personal relationship with former special prosecutor Nathan Wade.

“Would I drop the case?" Wise Smith said. "Let me say this, I think the case is in grave jeopardy right now. I’m not dropping it if it’s there when I get there, but we are going to look at the best way to go forward with it.”

ALSO READ: How Republican plans will make us sicker

Trump has appealed McAfee's order allowing Willis to remain on the case if Wade stepped down, which he did, but the judge's challenger, criminal defense attorney and talk radio host Robert Patillo, suggested he had not moved aggressively enough in the Trump case and suggested some of the most explosive testimony in the disqualification matter should not have been held in open court.

“In my courtroom and from my judicial philosophy, there would have a been a lot more things done in camera where we could have had these discussions behind closed doors,” Patillo said.

Exasperated CNN host shakes head as Trump ally rattles off trial talking points: 'Alright'

CNN host Kasie Hunt shook her head in exasperation Wednesday as Florida Congressman Rep. Cory Mills rattled off defenses for Donald Trump’s hush money trial.

Mills, who accompanied the former president to the Manhattan criminal courtroom Tuesday, stuck to talking points that are frequently repeated by MAGA allies.

Mills tried to discredit adult movie star Stormy Daniels' testimony, claiming that she changed her story about if the sexual relationship actually happened several times.

He then went on to attack the prosecution’s star witness and Trump's former lawyer Michael Cohen, dredging up his past admissions to lying and his conviction for tax evasion.

Both attacks are potential violations of a gag order which prevent Trump — or anybody acting on his behalf — from talking about witnesses in the case.

ALSO READ: Marjorie Taylor Greene delays financial disclosure day after motion-to-vacate debacle

Mills then denied that the charges against Trump are legitimate. The ex-president is charged with 34 counts of business fraud involving hush money payments allegedly paid to an adult movie star he had a sexual relationship with.

Hunt got increasingly frustrated during the interview.

“Look, you've got a lot of details in there,” she said.

“And I think I just coming keep coming back to the big picture of this, which is, standing next to him, considering all of these things that have happened. I mean, do you think there'll ever come a time when you might regret having done that?”

“I don't,” he replied.

“And i've stood by the president since 2015, back when he first came down, back when I was hosting the first five international policy advisors that he had ever had, back when I was on his actual administration as a Secretary of Defense adviser.”

A clearly despairing Hunt shook her head. “Alright, Congressman Cory Mills,” she said as she ended the interview.

Watch the video below or at this link.

How the GOP has gotten really good at stealing the White House

Trump campaign allegedly took ‘excessive’ contributions by the nickel and dime, 8 ways trump doesn’t become president.

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Michael Cohen testifies Trump saw Stormy Daniels story as 'total disaster' for 2016 campaign

Tuesday 14 May 2024 at 4:44pm

Phil Hirschkorn

US Court Reporter

Michael Cohen is the key witness in Donald Trump's hush money trial, ITV News Correspondent Dan Rivers reports

Michael Cohen , the attorney and fixer for Donald Trump for a decade, told a Manhattan jury on Monday that his former boss regarded pornographic movie actress Stormy Daniels’ story about Trump having an extramarital fling with her as a “total disaster” for his first White House run in 2016 – and the former president at every juncture approved Cohen’s efforts to pay her hush money.

“Catastrophic - that this is horrible for the campaign,” was Trump’s reaction, according to Cohen after he first informed him that Daniels’ attorney was shopping her story a month before Election Day.

Cohen spent the whole day testifying as a prosecution witness in Trump’s trial for falsifying business records to cover up reimbursements to Cohen for the $130,000 he paid to prevent Daniels from going public about a one-night stand with Trump in 2006 in Nevada, 18 months after Trump had married former First Lady Melania Trump and four months after she had given birth to their son, Barron.

“This is a total disaster,” Trump said, according to Cohen, when they next discussed the story. “Women are going to hate me. Guys may think it’s cool. But this will be a disaster for the campaign.”

The 2016 hush-money deal was the second time Cohen had squelched Daniels' story. Five years earlier, Cohen had worked collaboratively with Daniels’ attorney Keith Davidson to have an online article about the encounter taken down.

Cohen testified he spoke to Trump about Daniels in 2011, saying: “I asked if he knew who she was - he told me that he did."

He also testified that Trump told him he had met Daniels at a celebrity golf tournament, but Cohen said when he asked Trump if he had a sexual encounter with Daniels, Trump did not respond.

When the story reemerged in the fall of 2016, Trump instructed him: “Purchase the life rights. We need to stop this from getting out,” Cohen testified.

According to Cohen’s testimony, Trump told him: "I want you to just push it out as long as you can. Just get past the election, because if I win, it will have no relevance, because I'm president, and if I lose, I don't even care."

When he inquired about the Trump marriage, Trump replied cryptically, “‘Don’t worry,' He goes, he goes, 'How long do you think I’ll be on the market for? Not long,’" Cohen testified. "He wasn’t thinking about Melania. This was all about the campaign.”

The 34 criminal counts – one each for the 11 checks, 11 invoices, and 12 Trump Organisation ledger entries allegedly used to cover up his reimbursing Cohen for the Daniels hush money -- can be considered felonies if the jury decides the records were intended to conceal another crime, such as a conspiracy to interfere with the 2016 election.

By October 17, 2016, the Daniels hush-money deal almost fell apart, because no one had paid her the agreed upon $130,000.

Due to the delay, Davidson informed Cohen their deal was dead, and Daniels was leaning toward selling the rights to her story to The Daily Mail.

Speaking to Trump over the phone about the snafu, Cohen testified, Trump told him a wealthy friend had advised him: “It’s $130,000. You’re a billionaire - just pay it."

Cohen testified he continually discussed the Daniels nondisclosure agreement (NDA) over the phone with Trump and Trump Organisation Chief Financial Officer Allen Weisselberg, and Cohen’s phone records showed calls to Trump and Weisselberg on and around the milestone dates of the Daniels deal developments.

Trump told Cohen to discuss payment options with Weisselberg, who told Cohen he could not afford to shell out the hush money himself, Cohen testified.

“I ultimately said, ‘I’ll pay it,’” Cohen said.

“Don’t worry about it. We’ll make sure you get paid back,” Weiselberg said, according to Cohen.

When Cohen and Weisselberg informed Trump that Cohen would “front the money,” Cohen testified: “He was appreciative.”

“Good. Good,” Trump said, according to Cohen.

Cohen opened a First Republic Bank account for a limited liability company (LLC) he created, Essentials Consulting, transferred funds from the home equity line of credit (HELOC) he shared with his wife, and wired the Daniels money to her attorney, Davidson.

Cohen told the jury he never would have paid Daniels without Trump’s assurance of reimbursement.

“I was doing everything and more in order to protect my boss, which is something I’d done for a long time, but I would not lay out $130,000 for an NDA needed by somebody else,” Cohen testified. “Everything required Mr Trump’s signoff, and I wanted the money back.”

The NDA was finalised on October 27, but Trump did not sign the paperwork.

Instead, Cohen wrote the initials “EC” for Essential Consultants on the line where there was a pseudonym, “David Dennison,” for Trump. Daniels was referred to as “Peggy Peterson.”

Cohen testified he called Trump.

“So, he would know the task he gave to me was finished, accomplished, done," Cohen said. “It was also for credit for myself."

In mid-January 2017, Cohen testified, Trump and Weisselberg informed him how he would be reimbursed for the Cohen hush money deal – as income, instead of expenses - by doubling the $130,000 to $260,000 to cover his taxes, plus $50,000 in other expenses owed and a $60,000 bonus, totaling $420,000, to be paid in 12 monthly installments of $35,000 to be invoiced as a retainer for legal services, as Cohen would serve as the president’s personal attorney.

Of Trump, Cohen said: “He approved it.”

Daniels testified over two days for eight hours last week and was preceded on the witness stand by Davidson and former Cohen banker Gary Farro , and the Cohen bank documents were already in evidence.

Cohen, 57, worked until 2017 for the Trump Organisation, as Executive Vice President and Special Counsel to Donald J Trump, answering only to “the boss.”

As Cohen identified Trump in the courtroom, the defendant’s eyes were closed, as they were for much of his testimony.

Cohen said his base salary was $375,000 a year, with bonuses around $525,000, and the job was “fantastic.”

“An amazing experience in many, many ways. There were great times,” Cohen testified. “For the most part, I enjoyed the responsibilities that was given to me.”

In 2007, Cohen took over the office used by Trump’s daughter, Ivanka, on the 26th floor of Trump Tower, and later moved closer into an office about 50 feet from Trump’s.

Cohen said he and Trump spoke “every single day and multiple times a day” in person or cell phone, as he handled real estate and personal matters for him.

“Mr Trump never had an email address,” Cohen testified. Cohen put a premium on keeping Trump, who he described as a “micromanager,” informed.

"It was actually required," Cohen testified. "As soon as you had a result, an answer, you could go straight back and tell him, especially if it was a matter that was troubling to him."

Cohen said: "If you didn't immediately provide him with the information, and he learned it in another manner that wouldn't go over well for you."

As a hard-nosed negotiator, Cohen admitted, sometimes he lied for Trump “to accomplish the task to make him happy.”

Have you heard our podcast Talking Politics? Every week Tom, Robert and Anushka dig into the biggest issues dominating the political agenda…

When Trump launched his presidential campaign in June 2015, Cohen testified, Trump warned him: “Just be prepared – there’s going to be a lot of women coming forward.”

Cohen recounted a key meeting at Trump Tower two months after Trump launched his first presidential campaign

He attended with Trump and David Pecker , the former CEO of American Media, Inc. (AMI), which published the popular supermarket tabloid The National Enquirer, and other magazines. Pecker was the first trial witness .

Cohen said the trio agreed that “if we can place positive stories that would be beneficial, that if we could place negative stories about some of the other candidates, that would also be beneficial.”

Asked by Manhattan Assistant District Attorney Susan Hoffinger what Pecker vowed to do, Cohen testified: “What he said was he could keep an eye out for anything negative about Mr Trump, and that he would be able to help us know in advance what was coming out and try to stop it from coming out.”

The latter promise was first put to the test when AMI was approached by a Trump Tower doorman shopping a story.

“That there was a love child,” Cohen testified.

The doorman alleged Trump had fathered a girl with a housekeeper, Cohen told Trump.

“I went to him immediately,” Cohen said. “To get his direction on what he wanted me to do.”

Trump told him to make sure the story doesn’t get out, telling him: “You handle it,” according to Cohen.

Cohen said he worked with Pecker and National Enquirer editor-in-chief Dylan Howard to buy and bury the story for $30,000.

Cohen said Trump was grateful for the so-called “catch and kill” deal.

“Absolutely,” Cohen said. “I reviewed it to make sure Mr Trump was fully protected.”

He had suggested a $1 million penalty if the doorman violated the nondisclosure agreement - in perpetuity: “They own the story forever, and it can never come out.”

Cohen said he “immediately” informed Trump of a more serious story shopped to AMI in June 2016 about Karen McDougal, a former Playboy model who alleged having a 10-month affair with Trump from 2006 to 2007.

“Boss, I got to talk to you,” Cohen recalled telling Trump. “Told him about what I had just learned. I asked him if he knew who Karen McDougal was.”

Cohen continued: “His response to me was, ‘She’s really beautiful.’”

Asked how Trump told him to act, Cohen testified, the former president said: “Make sure it doesn’t get released.”

Cohen discussed with Pecker and Howard how AMI might acquire the McDougal story in order to bury it – another catch and kill – and about a week later, in Trump’s office, Cohen heard Trump speaking to Pecker over speaker phone.

“We have this under control, and we'll take care of this,” Pecker told Trump, Cohen recalled.

The cost of the McDougal deal was $150,000.

Trump replied: “No problem. I’ll take care of it,” Cohen testified. “He was going to pay him back.”

Cohen said Pecker described the deal - promising McDougal 24 bylined articles and two fitness magazine covers - as “bulletproof.”

Cohen testified he updated Trump: “Effectively the story has now been caught.”

“Fantastic. Great job,” Trump told him, Cohen testified.

After AMI sealed the McDougal deal, Pecker pressed Cohen about payback.

Cohen testified, Trump told him: “Don’t worry, I’ll take care of it.”

To prove to Pecker that he was trying to make AMI whole, Cohen went so far as to surreptitiously record a conversation with Trump.

Using the voice memo function, he held his cell phone in his hand as he walked into Trump’s office and stood on the opposite side of his desk.

When Cohen brought up “financing” the AMI reimbursement through an LLC, Trump advised, “Pay with cash,” according to the recording played for the jury.

“To avoid some kind of paper transaction, but I thought that was not the best way to do it.” Cohen testified. But Trump never reimbursed AMI.

When the first Men’s Fitness issues with McDougal on the cover sold very well, Pecker dropped the matter.

Cohen’s testimony will continue on Tuesday, May 14.

Want a quick and expert briefing on the biggest news stories? Listen to our latest podcasts to find out What You Need To Know…

Trump trial recap: Listen to clip of Trump, Michael Cohen allegedly talking hush money

Editor's note: This page reflects the news of Donald Trump's criminal trial on Monday, May 13. For the latest news from the hush money trial in New York, follow our live updates from the courtroom for Tuesday, May 14 .

Michael Cohen took a Manhattan jury step by step through Donald Trump's alleged efforts to buy the silence of adult film actress Stormy Daniels in the waning weeks of the 2016 presidential campaign.

Under gentle questioning from prosecutors, Trump's former fixer said the reality TV star told him to "Just do it" when the time came to pay Daniels $130,000 to stay quiet about a purported sexual encounter .

"Women are gonna hate me," Cohen recalled Trump saying of the potential bombshell. "Guys may think it's cool, but this is going to be a disaster for the campaign." Cohen testified that he, Trump, and Trump Organization executive Allen Weisselberg together discussed how the reality-star-turned-president would reimburse Cohen for the payment he'd made to Daniels.

Listen to a recording that jurors heard of Trump and Cohen allegedly discussing a hush money deal here:

Prep for the polls: See who is running for president and compare where they stand on key issues in our Voter Guide

Cohen served time in federal prison for lying to Congress, tax evasion, and for his role in the hush money payments. Trump is charged with falsifying business records to cover up the true purpose of his reimbursements to Cohen.

Here are key events from Monday's proceedings, the first-ever criminal trial of a former president:

Trump blasts judge, prosecutor again while leaving court

Former President Donald Trump repeated familiar arguments against his New York hush money trial as he left court for the day, complaining that Judge Juan Merchan is “corrupt” and Manhattan District Attorney Alvin Bragg hasn’t proved his case.

“This is a scam,” Trump said. “It’s a terrible thing that’s happening to democracy in this country.”

More: A guilty verdict? Donald Trump and allies are bracing voters for the worst

Trump has criticized Merchan because his daughter works for Democratic politicians, but a state ethics board cleared the judge to preside over the case. Trump also criticized Bragg for bringing a case that the Justice Department, the Federal Election Commission and Bragg’s predecessor as district attorney declined to prosecute.

In a nearly seven-minute address, Trump read a series of statements favoring him or criticizing the trial by academics, legal experts or lawmakers who support him, such as Ohio GOP Sen. J.D. Vance .

“We have a corrupt judge,” Trump said. “He ought to let us go out and campaign.”

– Bart Jansen

Monday proceedings end; Michael Cohen to continue testifying Tuesday

Judge Juan Merchan declared an end to Monday's testimony. Michael Cohen will be due back on the stand for more testimony Tuesday morning.

– Aysha Bagchi

Trump promised to name Cohen 'personal attorney' to the president, ex lawyer says

Cohen testified that Trump said he would name Cohen personal attorney to the president. Cohen said Trump made that promise around the same time of the meeting where Cohen, Trump, and Weisselberg discussed reimbursing the payment to Stormy Daniels. He said the promise happened either in the meeting or shortly afterwards.

Why Cohen's testimony on meeting with Trump and Weisselberg is key

Cohen's testimony on Donald Trump approving the scheme for reimbursing Cohen is important for the prosecution. Trump is charged with falsifying business records to cover up that a series of $35,000 payments to Cohen in 2017 were reimbursements for the hush money Cohen paid Daniels.

Prosecutors need to not only show the records were false − but also that Trump himself had an intent to defraud. This testimony speaks to Trump's knowledge of the alleged scheme to reimburse Cohen while falsifying what the payments to Cohen were for.

More: What happens if Trump is found guilty in hush money case? Prison is certainly an option.

Key testimony: Cohen says Trump approved reimbursement scheme

In key testimony for the prosecution, Cohen testified he met with Donald Trump and Allen Weisselberg and Trump approved the plan to repay Cohen for the Stormy Daniels hush money through a scheme that involved stretching out payments over 12 months in 2017.

In Trump's presence, Weisselberg said during the meeting that the money would be repaid as a monthly retainer for legal services, Cohen testified. A legal retainer is an agreement with a lawyer about compensation that reserves a lawyer or pays for future services.

Weisselberg said the money to Cohen was a monthly retainer even though the three men were actually discussing repaying Cohen for the hush money, as well as giving him a bonus and repaying him for a separate expense, according to Cohen.

"He approved it," Cohen told jurors, speaking about Trump.

Trump added, according to Cohen: "This is gonna be one heck of a ride in DC."

Trump promised to 'take care of' Cohen's insulting bonus, the former lawyer testifies

Cohen said, after learning his year-end bonus had been cut by two thirds, he was angry and immediately went to Allen Weisselberg , Trump's chief financial officer. "I used quite a few expletives," Cohen said.

"You didn't lay out the money, I did," Cohen said he told Weisselberg, speaking of the $130,000 payment to Stormy Daniels. He complained the best he got was a substantially reduced bonus.

"Take it easy, you know that Mr. Trump loves you," Weisselberg responded, according to Cohen. Weisselberg promised they would make sure Cohen was taken care of, saying they were going to make things right after the holiday, when everyone returned to the office.

More: Allen Weisselberg, ex-CFO of Trump Organization, sentenced to 5 months for perjury

"I was, even for myself, unusually angry," Cohen said. Hus fury was less about the number than the "disrespect that came with it," he said.

Cohen described later getting a call from Trump. "Don't worry about that other thing – I'm going to take care of it," Trump said, according to Cohen. Trump explained he had spoken with Weisselberg and knew Cohen was angry, but promised they would take care of it.

Cohen 'beyond angry,' 'personally hurt' by slashed 2016 Trump bonus

Michael Cohen described doing a "double take" at his 2016 year-end bonus after seeing Donald Trump , by then president-elect, had cut it by two-thirds. Prosecutor Susan Hoffinger asked Cohen how he felt. "Beyond angry," Cohen said.

Trump's former hatchet man went on about his feelings: "Truly insulted, personally hurt by it, didn't understand it, made no sense."

Cohen said that, after all he had gone through, including with the $130,000 hush money he paid to adult film actress Stormy Daniels, "it was insulting that the gratitude shown back to me was to cut the bonus by two thirds."

Eric Trump smirks as Cohen describes crushed ego over top White House job

Michael Cohen said he was disappointed that his name hadn't been included among those considered for the critical job of Trump's White House chief of staff. "I didn't want the role. I didn't believe the role was right for me" or even that "I was even competent," Cohen testified. But he wanted his name on the list.

Just after Cohen said that, Eric Trump turned his face to the left and smirked. The Trump son is seated in the first row of benches behind the Trump defense team.

Cohen went on to say his feelings were more about his "ego" than anything else. "Again, it was solely for my ego."

More: Who is Manhattan DA Alvin Bragg? Prosecutor has battled Donald Trump in court before

Prosecutor expects questioning of Cohen to go into Tuesday

Prosecutor Susan Hoffinger said at the start of a short afternoon break in testimony that she expects her questioning of Michael Cohen to go into part of Tuesday.

Hoffinger was responding to a question from Judge Juan Merchan . The Trump defense team will have the chance to cross-examine Cohen after the prosecution has finished its initial questioning.

More: 'Women will hate me:' Trump's concerns on 2016 scandals were about campaign, Cohen testifies

Read Hope Hicks, Michael Cohen emails responding to hush money story

Jurors were shown a Nov. 4, 2016 email exchange between top Trump aide Hope Hicks and Michael Cohen over how to respond to a Wall Street Journal story on a Trump hush money deal involving former Playboy model Karen McDougal. The exchange took place just four days ahead of the 2016 presidential election.

You can read the full exchange here:

Cohen recommended blaming 'liberal media' for Wall Street Journal hush money story

Jurors were shown a Nov. 4, 2016 email from 2016 Trump campaign press secretary Hope Hicks proposing four possible responses to a request for comment from the Wall Street Journal. The Journal published a story that day on the hush money deal between former Playboy model Karen McDougal and the parent company for the National Enquirer.

Hicks' proposals denied knowledge that McDougal's story was being shopped around. But the proposal Cohen sent back was more vague. It said the accusations were untrue and alleged "the Clinton machine" and "the liberal media" were trying to distract the public.

Trump's secret code name was 'David Dennison' during hush money deal, Cohen says

Prosecutor Susan Hoffinger is taking Michael Cohen through documents tied to the hush money deal with Stormy Daniels. In at least one document, Cohen said he signed "DD" for Trump, who was referred to in the agreement by the pseudonym "David Dennison."

More: Who is Michael Cohen, the 'pathological liar' at the center of Trump's hush-money case?

Trump said, 'Don't worry, you'll get the money back,' Michael Cohen tells jury

Cohen said he and Allen Weisselberg told Trump that Cohen was going to pay the hush money to keep Stormy Daniels quiet ahead of the 2016 election. Trump was "appreciative and, 'Good, good,'" Cohen said, seeming to describe Trump repeating that word twice.

"He stated to me, don't worry, you'll get the money back," Cohen added.

Cohen said he wouldn't have paid for the $130,000 for the non-disclosure agreement without an understanding that he would get paid back.

Cohen asked Weisselberg to pay Stormy Daniels: testimony

Michael Cohen said he had a discussion with Allen Weisselberg the potential hush money payment to Stormy Daniels. Cohen asked Weisselberg to make the payment, but Weisselberg said he was too stretched for cash. Weisselberg described having grandchildren in prep school and summer camps that he was paying for.

"Don't worry about it," Weisselberg allegedly told Cohen about paying Daniels. I will "make sure you get paid back."

'Just do it': Trump allegedly told Cohen on Stormy Daniels hush money

Cohen said he was feeling pressure in October of 2016 about Stormy Daniels because he feared she would give her story about Trump to the Daily Mail.

Cohen said he spoke to Trump about it. "Just do it," Trump allegedly told Cohen. Trump instructed Cohen to meet up with then-Trump Organization chief financial officer Allen Weisselberg "and figure this whole thing out."

Cohen describes interview with Wolf Blitzer on Access Hollywood tape

Cohen described giving an interview to CNN's Wolf Blitzer after the release of the Access Hollywood tape in October of 2016. "I advocated for Mr. Trump in the best light possible," Cohen said of the interview. He added that he told Blitzer he had never seen Trump "act in this sort of manner before."

Cohen told jurors he was, at the time, doing everything he could to "change the direction of the comments."

Cohen asked about call to Trump on Oct. 18, 2016

Jurors were shown a text message from Melania Trump to Cohen, asking Cohen to call Donald Trump. The text was sent on Oct. 18, 2016 at 8:53 a.m. Cohen said he would normally have been in the office by that time and believes he called Trump from a landline at the Trump Organization .

Cohen discusses opening bank account with false information

Cohen described opening a bank account at First Republic Bank for a limited liability company he wanted to use for a potential hush money payment to Daniels. Cohen confirmed to prosecutor Susan Hoffinger that he provided the bank with a false description of the purpose of the account.

Cohen's former banker at First Republic Bank, Gary Farro, has already testified. He said if he had known Cohen was setting up a shell company that didn't have a business behind it, he wouldn't have helped Cohen . However, when Cohen said he was opening a new company to collect fees for consulting work in real estate deals, it didn't raise alarm bells for Farro, he said.

Eric Trump calls Michael Cohen’s testimony ‘rehearsed’

Former President Donald Trump has been ordered not to comment on jurors or on witness participation in the case, but that hasn’t stopped his surrogates, including son Eric Trump , who attended court Monday.

“I have never seen anything more rehearsed!” Eric Trump said in a social media post about the testimony of Trump’s former personal lawyer, Michael Cohen.

Michael Cohen testimony has resumed

Michael Cohen began testifying again at 2:03 p.m. EDT, after a lunch break.

Court on lunch break until 2 p.m. EDT

Judge Juan Merchan declared a break in Michael Cohen's testimony for lunch. "See you at two," Merchan said.

'He wasn't thinking about Melania. This was all about the campaign.'

Cohen testified that Trump instructed him to push out paying Stormy Daniels as long as he could, and to just get past the election. Trump allegedly said if he won the election before the story could be released, the story would then have "no relevance." Trump added, according to Cohen: "And if I lose, I wouldn't care."

According to Cohen, Trump also asked how long he – Trump – would be on the market for, and then answered his own question: "Not long." Cohen testified he understood that to mean Trump's concern, when it came to the potential Daniels story, was about the election, not his wife.

"He wasn't thinking about Melania. This was all about the campaign," Cohen said.

Cohen said he was instructed by Trump: "Push it past the election day." "I was following directions," Cohen added.

Prosecutor Susan Hoffinger showed jurors communication between Cohen and then-Daniels lawyer Keith Davidson, who has already testified. Cohen explained that Davidson was pushing for the hush money to be paid by Oct. 14, 2016.

However, Cohen told jurors he had a clear plan: "Delay."

'Women will hate me,' 'Guys may think it's cool': Trump allegedly said on Stormy Daniels story

Cohen testified that Trump instructed him, when it came to a potential Stormy Daniels story ahead of the 2016 election: "Just take care of it." Trump also characterized it as a "total disaster," according to Cohen.

"Women are gonna hate me," Trump allegedly said. "Guys may think it's cool, but this is going to be a disaster for the campaign," Trump added, according to Cohen.

Cohen said Trump was thinking of the coupling of the story with the Access Hollywood tape, which had already hit the press. Trump allegedly said, "This is a disaster" and "Get control over it."

'She was a beautiful woman,' Trump said of Stormy Daniels: testimony

Cohen said he asked if Trump had an affair with Stormy Daniels and Trump didn't answer the question. However, when Cohen asked Trump what Daniels looked like, Trump allegedly responded: "She was a beautiful woman."

Trump boasted women prefer him to 'Big Ben' Roethlisberger in Stormy Daniels conversation: testimony

Trump said he and Ben Roethlisberger had met Stormy Daniels, Cohen testified. Trump added that women prefer him even above someone like "Big Ben," Cohen told the jurors.

–Aysha Bagchi

'Do it. Take care of it.': Trump to Cohen on Stormy Daniels, per testimony

When Cohen went to Trump about learning from Dylan Howard about a story from Stormy Daniels concerning an alleged sexual encounter with Trump in 2006, Cohen said he made a suggestion about how to handle it. Trump responded, according to Cohen: "Do it. Take care of it."

Trump told Cohen he knew who Stormy Daniels was: testimony

Cohen said he went to Trump and told him he learned from Dylan Howard about a story that Stormy Daniels had a sexual encounter with him.

Cohen asked Trump if he knew who Daniels was. "He told me that he did," Cohen testified.

Cohen said he told Trump about a website called "TheDirty.com" having posted about a relationship between Daniels and Trump during a golf outing going back to 2006.

'Catastrophic': Cohen's thought when he learned of Stormy Daniels story

Cohen described learning that porn star Stormy Daniels was trying to sell a story of a sexual encounter with Trump. He said his thoughts were that it was "catastrophic, that this is horrible for the campaign."

Cohen said he learned of it from then-National Enquirer editor Dylan Howard.

Chris Cuomo text to Cohen: 'You going to defend him?'

Jurors were shown text messages that Cohen testified were between him and Chris Cuomo , who was then an on-camera journalist at CNN. The messages were exchanged soon after the release of the Access Hollywood tape featuring Trump boasting about grabbing women's genitals.

"You going to defend him?" Cuomo asked Cohen.

Cohen responded with three separate messages, first, "I'm in London," second, "I have been asked by everyone to do shows starting Tuesday," and third, "Not sure what I will do."

Cuomo replied with two messages, first, "Will be too late" and second, "He is dying right now."

Cohen said the concern at the time was that the tape would be significantly impactful when it came to the campaign, especially with women voters.

'Put a spin on this': Trump to Cohen on Access Hollywood, per testimony

Cohen described having phone calls with Trump about the Access Hollywood tape while Cohen was with his family and friends in London having dinner. Cohen stepped out to take the calls, he said.

Speaking about what Trump said, Cohen testified: "He wanted me to reach out to all of my contacts in the media. We needed to put a spin on this. And the spin that he wanted put on it was that this is locker room talk – something that Melania had recommended, or at least he told me that that's what Melania had thought it was – and use that in order to get control over the story and to minimize its impact on him and his campaign."

Cohen says Hope Hicks called him about Access Hollywood tape

Michael Cohen described getting a call from Hope Hicks during the 2016 presidential campaign about the infamous Access Hollywood tape, in which Trump boasted about kissing women without waiting and grabbing their genitals.

3 GOP lawmakers support Trump and blast judge, prosecutor, Cohen

Three Republican lawmakers who attended Trump’s hush money trial Monday blasted the judge, prosecutor and star witness, Michael Cohen, on the courthouse steps.

Trump is prohibited from commenting on Cohen, his former personal lawyer, because of a gag order from Judge Juan Merchan.

“This guy is a convicted felon who admitted in his testimony that he secretly recorded his former employer,” Sen. J.D. Vance, R-Ohio, said of Cohen. “Does any reasonable, sensible person believe anything that Michael Cohen says? I don’t think that they should.”

Vance also said Democratic operatives were handling the case, including Merchan because his daughter works for Democratic political candidates, and Manhattan District Attorney Alvin Bragg.

“What’s going on inside that courtroom is a threat to American democracy,” Vance said. “This is a disgrace and I wanted to show some support for my friend.”

Sen. Tommy Tuberville , R-Ala., complained that the courtroom is depressing and authorities are trying to impose mental anguish on Trump.

“The DA comes in and acts like it’s his Super Bowl. Maybe it is, to be noticed,” said Tuberville, a former football coach at the University of Alabama. “I’m glad to stand by President Trump. I’m a friend of his. I’m here more as a friend than backing him as a candidate for president.”

Tuberville also blasted Cohen as a convicted felon.

“This guy, he’s giving an acting scene,” Tuberville said. “How can you be convinced by somebody that is a serial liar? There should be no reason anybody should listen to this guy.”

Rep. Nicole Malliotakis, R-N.Y., also criticized Cohen as a convicted, disbarred perjurer.

“The people of the state of New York know this is a sham trial,” she said.

Cohen describes failed effort to buy Karen McDougal's story from Pecker's company

After American Media Inc, the parent company for the National Enquirer, bought Karen McDougal's story, Cohen tried to arrange a deal to pay the company $125,000 to buy the story, he said.

David Pecker, who headed the parent company at the time of these discussions, already testified that the $125,000 figure was arrived at because the remaining $25,000 of the $150,000 the company paid McDougal was meant to value other things the company was getting as part of the deal with her, such as articles under her name.

Cohen described an effort to pay the $125,000 for the story in a way that would shield what was happening and separate the transaction from Trump. Jurors saw a document in which the parent media company would assign the rights to McDougal's story to a company called "Resolution Consultants LLC." They also saw a document characterizing $125,000 as an agreed upon "flat fee" for "advisory services," which Cohen testified was not truthful because the $125,000 was actually to get the life rights to McDougal's story

However, Cohen said Pecker told him the $125,00 was no longer necessary because Pecker felt he had gotten a lot from the McDougal deal. Pecker allegedly told Cohen a McDougal front cover on Men's Health Magazine "had sold more copies than they had not only anticipated," but than "they had ever sold." Pecker noted he had a second cover to come from McDougal as well as 24 stories under her name through the deal, which Cohen said Pecker described as "excellent."

Vice presidential candidates travel to New York to back up Trump

A bevy of potential Republican vice presidential possibilities are flocking to New York this week to audition for Trump.

While Ohio Sen. J.D. Vance attended the court session Monday, other running mate candidates are expected to travel to New York City for a Trump fundraiser on Tuesday.

That guest list includes South Carolina Sen. Tim Scott , Florida Sen. Marco Rubio and North Dakota Gov. Doug Burgum .

South Dakota Gov. Kristi Noem , who suspended her book tour because of so many questions about shooting her dog, is also expected to attend Trump's fundraiser in Manhattan on Tuesday.

Vance is scheduled to be with Trump at another fundraiser in Cincinnati on Wednesday, an off day for the trial.

– Kinsey Crowley

Cohen describes conversation with Allen Weisselberg on McDougal hush money payment

Cohen says he used to have a good relationship with Allen Weisselberg, the former chief financial officer of the Trump Organization. Weisselberg is currently in jail for committing perjury in Trump's New York civil fraud trial.

Cohen described having "maybe 10, 12" conversations with Weisselberg about the hush money deal with Karen McDougal, including about how to pay the money. Ultimately, the parent company for the National Enquirer paid McDougal $150,000.

In one of the conversations, Weisselberg told Cohen, per Cohen's testimony: "If we do it from a Trump entity, that kind of defeats the purpose." Weisselberg allegedly went on to explain the payment mechanism needs to "create a barrier" between the deal and the Trump world. Weisselberg sait to think about ways to raise the $150,000, according to Cohen.

Cohen says he stopped recording after getting what he needed from Trump

The recording between Trump and Cohen ends as their conversation is ongoing, which may be a significant focus for Trump's legal team when they have the chance to cross-examine Cohen later in the trial.

However, Cohen just gave an explanation. He said he stopped recording because he captured what he meant to capture: a statement from Trump that would "appease" David Pecker when it came to Pecker's concern about being paid back for the $150,000 to Karen McDougal in the hush money deal.

Read transcript of Trump-Cohen recording played for jurors

Prosecutors have shown the jury a transcript of the recording between Trump and Cohen that we have been listening to, which Cohen said was about arrangements to buy Karen McDougal's story of an affair with Trump.

You can read the full transcript here:

Jury hears recording of Trump and Cohen allegedly talking about McDougal deal

The prosecution just played a recording for the jury of Trump and Cohen having a discussion. The jurors have already heard this recording in the trial.

"I need to open up a company for the transfer of all of that info regarding our friend, David," Cohen tells Trump on the recording.

Cohen just explained to jurors that "David" was "David Pecker," and the company was a way to have "separation," to keep the deal away from Trump. He said that was "for privacy purposes" and "for the benefit of Mr. Trump."

'Fantastic. Great job.': Trump quoted on McDougal hush money deal

Cohen said when he told Trump the hush money deal had closed to buy the rights to Karen McDougal's story of an affair with Trump, the then-presidential candidate responded: "Fantastic. Great job."

Trump eyes closed, appears at least somewhat awake

Trump still has his eyes closed as Michael Cohen is testifying. I just counted to 50 at 11:05 a.m. EDT, with a "Mississippi" in between each number, and Trump never opened his eyes. He did move his head to his right and later to his left during that time, so he does appear to be at least somewhat awake. His behavior continues to contrast with his son, Eric Trump , who seemed to be watching Cohen testify throughout that time.

Cohen describes $150,000 deal for McDougal's story

Cohen described the agreement he was told the National Enquirer's parent company reached with Karen McDougal to buy her story. McDougal would get $150,000 and the media company would provide her with 24 penned articles under her name, Cohen said. She would also be on two covers of one of the various magazines the media company owned, Cohen added.

Jurors shown texts as Cohen says he was trying to reach Trump about McDougal

Jurors were shown text messages of Cohen trying to reach Trump on June 16, 2016. Cohen testified he wanted to update Trump on a meeting between then-National Enquirer editor Dylan Howard and "McDougal's people" about potentially buying the rights to her story of an affair with Trump.

'She's really beautiful': Cohen quotes Trump response on former Playboy model's story

Cohen said he brought up Karen McDougal to Trump, after Cohen learned she was shopping a story around. McDougal is a former Playboy model who says she had an affair that overlapped with Melania Trump's pregnancy. Trump denies the affair.

According to Cohen, when he raised McDougal with Trump, the real estate mogul responded: "She's really beautiful."

McDougal was a potential witness in this trial, but the prosecution has now said it won't call her.

'That's great,' Trump allegedly said of purchase of doorman's story

Cohen described updating Trump once the deal for buying the Trump Tower doorman's story was completed. "That's great," Trump responded, according to Cohen.

Cohen updated Trump 'immediately' on doorman story purchase process

Prosecutor Susan Hoffinger asked Cohen if he updated Trump when he got updates about the process of preventing a Trump Tower doorman's story from becoming public. "Immediately," Cohen replied.

That's helpful testimony for the prosecution in tying Trump to at least the hush money payment to the doorman. A later hush money payment that went directly from Cohen to a lawyer for Stormy Daniels is the payment that's at the core of the charges against Trump.

'You handle it': Cohen describes purchase of Trump Tower doorman's story

Cohen just testified about the process under which American Media Inc., the parent company of the National Enquirer, purchased the story of Dino Sajudin, a doorman at Trump Tower. The story – which has been widely questioned, and denied by Trump – was that Trump fathered a child out of wedlock with a housekeeper. Sajudin didn't say he had any personal knowledge about it, but said he had heard the story.

Trump told Cohen to make sure the story doesn't get out, Cohen said. "You handle it," he quoted Trump as saying. Trump also allegedly told Cohen to speak to employees and let them know the potential story was being taken care of.

Cohen described working with David Pecker and Dylan Howard to buy the life rights to the story, which is a way to prevent the person with the story from sharing it with other publications.

'Just be prepared. There's gonna be a lot of women coming forward.': Trump, according to Cohen

As Trump was planning his 2016 presidential campaign, he said to Cohen, according to Cohen's testimony: "Just be prepared. There's gonna be a lot of women coming forward."

National Enquirer was helping Trump campaign, Cohen testifies

Cohen described the National Enquirer helping the 2016 Trump campaign by publishing negative stories about Trump's political competitors. David Pecker, the former head of the National Enquirer's parent company, described this earlier in the trial as well. Jurors were shown at the time several articles that were run, such as a March 30, 2016, article titled: "TED CRUZ SEX SCANDAL – 5 SECRET MISTRESSES."

Cohen also described a meeting jurors have been previously told about in Trump Tower in August of 2015. At that meeting, Pecker previously testified he promised to be "eyes and ears" for the campaign, helping Trump and Cohen prevent negative stories about Trump from getting out.

Cohen describes speaking to Trump about presidential run in 2011

Cohen described speaking to Trump about running for president in 2011. He said he brought Trump an article about the idea of Trump running, and he set up a website, "shouldtrumprun.com." Many people came to that website, which was further proof Trump's popularity was so strong, Cohen testified.

Asked why Trump didn't run then, Cohen said Trump had acquired several large real estate projects, and there was another season of The Apprentice. "You don't need Hollywood, Hollywood needs you," Trump said, according to Cohen.

But Trump promised Cohen he would run for president in the next election cycle, Cohen said. For years thereafter, they would talk about Trump running in 2016, Cohen said.

Is Trump sleeping in courtroom?

Trump's eyes continue to be closed as Michael Cohen testifies. I just counted to 50, with a "Mississippi" between each number, without Trump opening his eyes or moving his head. It's 10:16 a.m. EDT, and Cohen is currently testifying about communications with Dylan Howard, the former editor of the National Enquirer.

Cohen says he and David Pecker sometimes wanted non-traceable communication

Cohen said he met David Pecker, who used to head the parent company of the National Enquirer, at a function on Long Island many years ago, and were re-acquainted later. Pecker has already testified that he participated with Cohen and Trump in a "catch-and-kill" scheme to snap up stories that could hurt Trump in the 2016 election.

Cohen said he and Pecker would sometimes communicate over an encrypted messaging application, Signal. Asked why they used that application, Cohen said: "Depending upon the matter, sometimes we thought that encryption, not having the event traceable, would be beneficial."

Trump believed an email address created risk of indictment: Cohen

Cohen said he generally communicated with Trump either in person or on a cell phone. He is still talking about the time he worked for Trump before the 2016 presidential election.

"Mr. Trump never had an email address," Cohen said. "He would comment that emails are like written papers, it's, he knows too many people who have gone down as a direct result of having emails that prosecutors can use in a case."

Cohen also said Trump liked to be kept abreast of developments from all his executives. "Keep me informed, let me know what's going on," Cohen characterized Trump as saying. "As soon as you had a result or answer, you would go straight back and tell him, especially if it was a matter that was troubling to him."

Cohen worked about 50 feet from Trump's office, spoke 'every single day'

Cohen described working "maybe 50 feet, 60 feet" from Trump's office in the time before Trump ran for president in 2016. Asked how often he met or spoke with Trump at the time, Cohen said: "Every single day, and multiple times per day."

Cohen helped Trump with now-shuttered Trump University

Cohen described beginning to work for Trump with an agreement to a $375,000 base salary. "Bonus of course was to be discussed," Cohen said after prosecutor Susan Hoffinger asked about a bonus. Cohen just described re-negotiating bills for Trump University, a now-shuttered institution. Trump settled fraud lawsuits tied to Trump University for $25 million.

Cohen also said he would speak to members of the press in a threatening way about stories that were bad for Trump, telling them to take the stories down.

Trump's eyes closed as Cohen testifies

Donald Trump's eyes are closed as Cohen is testifying. I just counted to 30, with a "Mississippi" in between each number, without Trump opening his eyes. I stopped counting, but his eyes remain closed. That's in contrast to Eric Trump, who is seated in a bench row behind his father and appears to be watching Cohen testify.

Sens. J.D. Vance, Tommy Tuberville join Trump at New York trial

Trump was joined at his New York hush money trial on Monday by his son Eric and Sens. J.D. Vance, R-Ohio, and Tommy Tuberville , R-Ala.

Vance patted Trump on the shoulder after he railed against the prosecution to reporters outside the courtroom.

Other lawmakers have joined the former president at previous court sessions, including Sen. Rick Scott, R-Fla., as Trump has complained the charges represent election interference to keep him off the presidential campaign trail.

Michael Cohen begins testifying

The prosecution called Michael Cohen to the witness stand. Prosecutor Susan Hoffinger is asking Cohen introductory questions. He said he is 57 years old. His marriage is going on 30 years, he said. His father survived the Holocaust. He was introduced to Trump by Trump son Donald Trump Jr.

Judge denies prosecution's request to show jury Weisselberg deal

Judge Merchan opened proceedings today by denying a request the prosecution made on Friday to show jurors a severance agreement that the prosecution believes would offer a reason why former Trump Organization chief financial officer Allen Weisselberg hasn't testified. Merchan said the agreement doesn't prove an element of an offense Trump is charged with. "It doesn't move the ball in any way" in terms of satisfying your burden of proof, Merchan told prosecutors this morning.

Prosecutor Joshua Steinglass said on Friday the agreement appears to put Weisselberg at risk of losing $750,000 in severance pay if he talks to the prosecution.

Weisselberg is currently serving a five-month jail sentence for committing perjury during Trump's New York civil fraud trial.

Trump calls payments to Cohen legitimate ‘legal expense’

Former President Donald Trump didn’t mention his former personal lawyer, Michael Cohen, before entering the courtroom Monday for his New York hush money trial, but continued to blast the Manhattan District Attorney Alvin Bragg and Judge Juan Merchan for what he called election interference.

Cohen is expected to testify about paying porn actress Stormy Daniels to remain silent before the 2016 election about her claim of a sexual episode with Trump. Trump, who is charged with falsifying business records to reimburse Cohen, has denied having sex with Daniels and argued he was paying Cohen for legal expenses.

“We don’t call it construction work. We don’t say for concrete work. We don’t say for electrical work. We paid a lawyer a legal expense,” Trump told reporters outside the courtroom. “It’s perfectly marked down. The other side doesn’t know how to handle it but they say, ‘Let’s indict him anyway.’”

Judge arrives for Day 16 of Trump trial

Judge Juan Merchan entered the courtroom at 9:32 a.m. EDT for today's proceedings. "Good morning, counsel. Good morning, Mr. Trump," Merchan said after the legal teams identified themselves.

Manhattan DA Alvin Bragg present today

Manhattan District Attorney Alvin Bragg is in the courtroom today. He entered at 9:23 a.m. EDT, shortly after former President Trump. Bragg has attended some but not all of the trial proceedings. He is seated in a bench two rows back from the prosecution table.

Trump arrives with son and Ohio Senator J.D. Vance

Former President Donald Trump entered the courtroom at 9:22 a.m. EDT. Trump's middle son, Eric, is here. Eric Trump has attended some previous days, including while Stormy Daniels testified. Sen. J.D. Vance , R-Ohio, accompanied the Trump team today as well.

Senator Bob Menendez trial happening down the street

The latest criminal trial of Sen. Bob Menendez, D-N.J., starts today in a federal courthouse just blocks from Trump's New York hush money trial. Menendez faces allegations he took bribes, including cash and gold bars , in exchange for agreeing to help the governments of Egypt and Qatar. Federal prosecutors say the New Jersey senator as well as his wife, Nadine Menendez, conspired for him to act as a foreign agent.

Prosecutors arrive for Day 16 in hush money trial

The prosecution team entered the courtroom at 9:12 a.m. EDT. We are still waiting on the defense team, the judge, and the jury.

Read trial transcripts from Stormy Daniels, Hope Hicks

The court is publishing daily transcripts of proceedings, so you can read key testimony from more than a dozen witnesses , including Stormy Daniels and former top Trump aide Hope Hicks.

Transcripts and evidence are posted online at the New York State Unified Court System's media website. Records from each day are typically available by the end of the following business day.

− Kinsey Crowley

Can you watch Trump's hush money trial?

No, the trial won't be televised or available to watch online or aired on TV.

New York court rules state that audio-visual coverage of trials is not permitted unless a representative of the news media submits an application and the judge allows it.

Records show an application was submitted to cover the arraignment, but not the trial. Judge Juan Merchan rejected the request to televise the arraignment.

– Kinsey Crowley and Aysha Bagchi

Where is the Trump trial?

Trump’s hush money trial is happening at the New York County Supreme Court in New York state, according to a media advisory. The location is 100 Centre St., Criminal Term, Part 59, Room 1530.

The proceedings normally start at 9:30 a.m. EDT, and the trial typically includes an off day on Wednesdays.

– Sudiksha Kochi

Was Trump's trial postponed?

If you heard about the former president's trial being delayed, that doesn't apply to his hush money case.

Last week, U.S. District Judge Aileen Cannon postponed indefinitely Trump's trial on charges he hoarded classified documents after leaving the White House.

Cannon had tentatively scheduled the trial to start May 20 but removed that date without setting a new one. She said she would set a new date that takes into account Trump’s right to a fair trial and the public’s right to the fair and efficient administration of justice.

− Bart Jansen and Marina Pitofsky

Who is Stormy Daniels?

Stormy Daniels , born Stephanie Clifford, is an adult film star.

Daniels says she had an affair with Trump in 2006, months after Melania Trump gave birth to Barron Trump. Trump's former lawyer Michael Cohen paid her $130,000 to stay quiet about the alleged affair ahead of the 2016 presidential election.

Trump's lawyers tried to block Daniels from being called to the witness stand, but New York Judge Juan Merchan ruled that Daniels can testify because her allegations are "inextricably intertwined" with the criminal allegations.

− Kinsey Crowley , Bart Jansen

Who is Michael Cohen?

Michael Cohen is the longtime lawyer and political fixer for Trump, but he has become an open critic of him in recent years.

In 2016, Cohen paid $130,000 in hush money to Daniels after her alleged relationship with the then-real estate mogul. "Everything was done with the knowledge and at the direction of Mr. Trump ," Cohen said at a House hearing.

David Pecker, the first witness on the stand for the hush money trial, has testified he frequently communicated with Cohen about stories regarding Trump and his opponents leading up to the 2016 election.

− Kinsey Crowley

What does Trump’s trial schedule look like?

Trump’s hush money trial is expected to last six to eight weeks after its April 15 start, according to a media advisory from New York’s Unified Court System. The courtroom normally opens at 9:30 a.m. eastern time, and the court takes off on Wednesdays.

Judge Juan Merchan ruled that court will break on May 17 so Trump can attend his son Barron Trump's high school graduation, and on May 24 due to a juror scheduling conflict.

− Sudiksha Kochi

What time does Trump's trial start today?

Proceedings in Donald Trump's hush money trial are expected to begin at 9:30 a.m. local time in New York.

– Marina Pitofsky

What is Trump on trial for?

Trump is charged with 34 felony counts of falsifying business records. Prosecutors say he falsified records to hide unlawfully interfering in the 2016 presidential election by violating campaign finance laws through the hush money to Daniels. Trump has pleaded not guilty.

Will Donald Trump go to prison?

Theoretically, Trump could go to prison for as many as 20 years if he's convicted on all counts. However, legal experts told USA TODAY that's highly unlikely. Most said he would probably face a sentence ranging from just probation to up to four years in prison. They also said, even if Trump were sentenced to incarceration, he would likely be free during his appeal.

Silk pajamas, spanking and questions about STDs: Stormy Daniels details sexual encounter with Trump

Adult film actor Stormy Daniels took the witness stand at Donald Trump 's New York criminal trial Tuesday, testifying under oath about the sexual encounter she says she had with him in 2006 and the $130,000 deal for her silence that was struck during the closing days of the 2016 presidential campaign.

In a remarkable day of testimony with the former president sitting roughly 10 feet away from her, Daniels recounted the tryst in detail. She also talked about Trump's supposed efforts to get her on his TV show and her decision to come forward with her story, as well as the payoff and the fallout from doing so.

Courtroom sketch of Stormy Daniels testifies on the witness stand as Judge Juan Merchan looks on with a photo of Donald Trump and Daniels from their first meeting is displayed on a monitor

During cross-examination, which at times became heated, Daniels tangled with one of Trump’s attorneys, Susan Necheles, who accused her of making up a series of false claims to "extort" Trump, then a presidential candidate.

Trump’s lawyers also argued that some of Daniels’ account of the 2006 encounter “was unduly and inappropriately prejudicial.” They then requested a mistrial.

Trump lawyer Todd Blanche told the judge that Daniels’ unfair claims included her testimony that Trump didn’t use a condom and that she thinks she “blacked out” for a part of it.

“There’s no way to unring the bell, in our view,” Blanche said during a dramatic exchange with prosecutors.

Judge Juan Merchan shot down the mistrial motion but acknowledged that "there were things that would have been better left unsaid,” adding that he would strike some of Daniels' testimony from the record.

Court isn’t in session Wednesday. Cross-examination of Daniels will resume Thursday morning.

Trump is headed to Florida on Tuesday evening, with plans to spend Wednesday at Mar-a-Lago, campaign national press secretary Karoline Leavitt said.

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Daniels testified that she first met Trump at a celebrity golf tournament in Lake Tahoe, Nevada, in July 2006. Describing their first meeting as a "very brief encounter" on a golf course, Daniels said she was 27 and remembered Trump being as old as her father — around 60.

The jury — which appeared focused intently on Daniels and her testimony — was shown a picture of them together from that trip.

Daniels said that they later ran into each other at the club and that a man she later learned was Trump's bodyguard told her Trump wanted to have dinner with her. She said she replied, "No, with an expletive in front."

She did, however, get the bodyguard's number, and she said that later that day her publicist convinced her she should accept the invitation, telling her: “It’ll make a great story. He’s a business guy. Like, what could possibly go wrong?”

She said she went up to Trump's penthouse hotel suite and was told they'd be going to dinner at one of the restaurants downstairs. When she entered the room, which she described as "three times the size of my apartment," he was wearing "silk or satin" pajamas, she said. She said she quipped, “Does Hugh Hefner know you stole his pajamas?” and asked him to change, which he did.

They then sat at a dining table in the suite, where, she said, Trump asked her numerous questions about her adult film writing and directing. He then asked her about sexually transmitted diseases, and she said she was tested constantly and "I've never had a bad test."

She said that she grew frustrated with him because he kept cutting off her answers and that when he pulled out a magazine with him on the cover, she said, "Someone should spank you with that." She said she then rolled it up and "swatted" him with it. While jurors mostly appeared poker-faced through her testimony, one began rubbing her face and appeared to be holding back laughter.

After that, she said, Trump was "much more polite" and suggested she should come on his TV show, "The Apprentice." Daniels testified that "he said, 'You remind me of my daughter,'" and that appearing on the show would demonstrate she shouldn't be underestimated.

In all, they chatted for about two hours, Daniels said. She said that she went to the bathroom and that when she walked out, Trump was lying on the bed "in boxer shorts and T-shirt." She said she was "startled, like a jump scare. Wasn’t expecting someone to be there, especially minus a lot of clothing.”

She said Trump told her, "I thought you were serious about what you wanted." She said she felt "there was an imbalance of power, for sure. He was bigger and blocking the way, but I was not threatened either verbally or physically.” Asked in court whether she ended up having sex with him on the bed, she said, "Yes."

She described the sex as brief and said Trump told her “it was great. Let’s get together again, honey bunch.” She said he hadn’t used a condom and hadn't expressed any concern about his wife’s finding out what had happened. She said he also didn’t give her his phone number.

Trump's bodyguard reached out to her the next day to invite her to meet Trump at a bar in her hotel, she said. When she got there, she said, he was with then-Pittsburgh Steelers quarterback Ben Roethlisberger. Trump left about 10 minutes later but continued to call her well after the encounter, she said, "with an update — or a non-update if he didn’t have one — for ‘Apprentice.’”

"He always called me honey bunch," she said.

She said they saw each other again in January 2007, when he invited her to the launch of his Trump vodka brand. While she was there, she said, he introduced her to his friend "Karen," who she later learned was Karen McDougal , a former Playboy model who said she was having a monthslong affair with Trump during that period. Former National Enquirer publisher David Pecker testified earlier in the trial that he paid McDougal $150,000 to keep her quiet about the claim during the 2016 presidential campaign. Trump has denied both Daniels' and McDougal's claims.

Daniels said Trump also invited her to Trump Tower around that time and assured her, "I'm still working on the ‘Apprentice’ thing."

She said they last saw each other in the summer of 2007, when he invited her to see him at a bungalow he was staying at in Los Angeles. She said that he "kept trying to make sexual advances" but that she shot him down. "I told him I was on my period," she said. He said he later called her and told her he hadn't been able to get her on his show.

Payments made to Daniels by Trump's then-lawyer Michael Cohen at the end of the 2016 campaign are at the heart of the case, the first criminal trial of a former president. Cohen paid Daniels $130,000 in return for her keeping quiet about her claims of a sexual encounter with Trump.

Daniels said Tuesday that Gina Rodriguez, her manager, spoke to her about going public with her story for money in 2015 after Trump announced he was running for president. Rodriguez didn’t have much success shopping the story until after the release in October 2016 of the "Access Hollywood" tape, in which Trump was recorded in 2005 bragging that he could grope women without their consent.

She said that Rodriguez then told her that Trump and Cohen were "interested in paying" for the story and that she agreed, because it meant the story — which her husband didn’t know about — wouldn’t become public. "I didn't care about the amounts. It was just, 'Get it done,'" she said.

Prosecutors say Trump reimbursed Cohen the money in payments that were falsely described as legal expenses. They have charged him with 34 counts of falsifying business records. Trump has pleaded not guilty.

Daniels' deal with Cohen was revealed in a January 2018 story in The Wall Street Journal. Asked about the impact the story had on her life, Daniels said, "Chaos."

“My husband asking questions, my friends asking questions,” she said, with people showing up on her front lawn.

She said that Cohen started to talk about her allegations publicly but that she couldn’t because of the NDA and the $1 million penalty it included if she violated it. She said she later hired lawyer Michael Avenatti "so that I could stand up for myself."

He helped her get out of the NDA but also filed an unsuccessful defamation suit against Trump on her behalf and against her wishes, she said. Daniels lost the case and was ordered to pay Trump's legal fees . She eventually fired Avenatti, who was convicted of several crimes, including stealing from Daniels .

Daniels had vowed on Twitter, now X, never to pay the legal fees, which she acknowledged on cross-examination totaled over $660,000.

"You said, 'I will go to jail before I pay a penny'?" Necheles asked Daniels. "Correct," she responded.

Daniels also acknowledged that she hates Trump and has called him mean names online, including having referred to him as an "orange turd," but she said Trump, who has repeatedly referred to her as "horseface," made fun of her first.

Necheles also pressed Daniels about earlier accounts of her story. Daniels testified she agreed to do an interview with In Touch magazine in 2011 after it told her it was writing about the alleged encounter with Trump. Daniels said that it had agreed to pay her $15,000 for the interview but that the deal was scrapped after Cohen got the story killed. She said she was threatened weeks later by a man in a Las Vegas parking lot who told her to "leave Trump alone."

Necheles repeatedly suggested the parking lot incident was made up, which Daniels disputed. Daniels said that she was frightened by the encounter and that she stayed quiet until Trump declared his candidacy for president, at which point she gave her manager the green light to shop her story around.

“You weren’t really scared, were you?” Necheles said.

“I was terrified, but the ballgame changed,” Daniels replied, implying that by telling her story when Trump was a candidate, she felt she could ensure her safety.

“You were looking to extort money from President Trump, right?” Necheles said.

“False,” Daniels replied.

Before Daniels first took the stand, Merchan told prosecutors she could testify that she and Trump had sexual relations but that she should leave details out. Once she was on the stand, Daniels often elaborated on her claims without being asked, and Merchan repeatedly told her just to answer the questions that were posed to her.

When Blanche made his mistrial motion, Merchan also faulted the lawyers for not having spoken up during her testimony, saying he was surprised there weren't more objections.

"I think that I signaled to you and to the prosecution that we were going into way too much detail,” Merchan said.

Trump, whom Merchan has fined for repeatedly violating a gag order by attacking Daniels and Cohen, took to his social media platform before Tuesday's court proceedings to complain he had "just recently been told who the witness is today."

“This is unprecedented, no time for lawyers to prepare. No Judge has ever run a trial in such a biased and partisan way,” he wrote in a post that was taken down a short time later.

The Truth Social post went up shortly before The Associated Press first reported that Daniels was expected to testify. It's unclear when Trump and his lawyers were told she'd be testifying — prosecutors have typically not been telling them who would take the stand until the day before, citing Trump's record of witness commentary.

That Daniels would testify wasn’t a surprise, however. Trump’s legal team had argued unsuccessfully that she should be barred from taking the stand, a request Merchan rejected before the trial started. Cohen is also expected to testify.

Before Daniels, prosecutors called a longtime publishing executive to authenticate and read excerpts from some of Trump’s books.

Sally Franklin, an executive at Penguin Random House, read one from "Trump: Think Like a Billionaire" that talked about how closely Trump tracks his money — which prosecutors are likely to use to show he was well aware of what he was paying Cohen back for.

"I always sign my checks so I know where my money is going,” he said in the excerpt.

Adam Reiss is a reporter and producer for NBC and MSNBC.

Gary Grumbach produces and reports for NBC News, based in Washington, D.C.

Jillian Frankel is a 2024 NBC News campaign embed.

Dareh Gregorian is a politics reporter for NBC News.

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