case study on advertisement

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

You're all set!

Click this link to access this resource at any time.

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

Marketing Case Study Examples

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

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

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

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

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

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

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

Key Learnings from the HubSpot Case Study Example

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

2. " The Whole Package ," by IDEO

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

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

Key Learnings from the IDEO Case Study Example

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

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

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

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

Key Learnings from the Awario Robotics Case Study Example

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

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

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

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

Key Learnings from the Carol H. Williams Case Study Example

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

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

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

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

Key Learnings from the Fractl Case Study Example

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

6. " The Met ," by Fantasy

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

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

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

Key Learnings from the Fantasy Case Study Example

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

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

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

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

Key Learnings from the App Annie Case Study Example

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

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

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

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

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

Key Learnings from the Think with Google Case Study Example

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

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

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

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

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

Key Learnings from the Switch Case Study Example

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

10. " Gila River ," by OH Partners

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

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

Key Learnings from the OH Partners Case Study Example

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

11. " Facing a Hater ," by Digitas

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

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

Key Learnings from the Digitas Case Study Example

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

12. " Better Experiences for All ," by HermanMiller

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

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

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

Key Learnings from the HermanMiller Case Study Example

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

13. " Capital One on AWS ," by Amazon

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

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

Key Learnings from the Amazon AWS Case Study Example

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

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

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

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

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

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

Key Learnings from the Asana Example

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

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

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

Key Learnings from the Amp Agency Example

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

16. " NetApp ," by Evisort

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

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

Key Learnings from the Evisort Example

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

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

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

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

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

Key Learnings from the Cloudflight Case Study Example

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

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

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

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

Key Learnings from the Textel Case Study Example

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

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

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

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

Key Learnings from the Happeo Case Study Example

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

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

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

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

Key Learnings from the CTP Case Study Example

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

21. " Acoustic ," by Genuine

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

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

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

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

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

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

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

Key Learnings from the Apptio Case Study Example

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

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

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

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

Key Learnings from the Zendesk Case Study Example

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

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

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

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

Key Learnings from the Biobot Case Study Example

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

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

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

Key Learnings from the Gartner Case Study Example

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

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

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

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

Key Learnings from the Redapt Case Study Example

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

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

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

Key Learnings from the Convoso Case Study Example

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

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

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

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

Key Learnings from the Ericsson Case Study Example

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

Start creating your case study.

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

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

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

Don't forget to share this post!

Related articles.

How to Write a Case Study: Bookmarkable Guide & Template

How to Market an Ebook: 21 Ways to Promote Your Content Offers

7 Pieces of Content Your Audience Really Wants to See [New Data]

How to Write a Listicle [+ Examples and Ideas]

What Is a White Paper? [FAQs]

What is an Advertorial? 8 Examples to Help You Write One

How to Create Marketing Offers That Don't Fall Flat

20 Creative Ways To Repurpose Content

16 Important Ways to Use Case Studies in Your Marketing

11 Ways to Make Your Blog Post Interactive

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

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

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.

Try Adobe Express today

Ready to create standout content?

Start for free

Explore Related Posts

https://www.adobe.com/express/learn/blog/brand-strategy

https://www.adobe.com/express/learn/blog/marketing-plan

https://www.adobe.com/express/learn/blog/types-of-marketing

• Compilation Reels

Case Studies

• Socially Responsible Ads

Check out the advertising industry’s most compelling case studies, from print and digital to experiential and radio, that showcase the best cause-related ads and innovative marketing campaigns.

• Experiential

A poster that protects and promotes

VW’s giant four-hour ad

Smells like McDonald's spirit

A musical idea that’s up to scratch

Using AI to unlock the power of books

BMW causes a buzz at electric charging stations

Art that gets under the skin

A virtual police station to protect women

Redirecting fashion to warm the homeless

A theft executed to the letter

• Next Page »

Media Ideas Newsletter

Agency News Feed

Lexus and T&Pm launch new tennis partnerships with ‘Rise To It’ campaign

Lucky Generals named as one of 2024’s Contagious Pioneers

Experience boundless joy with easyJet and Eurovision

David&Goliath Appoints Brendan Robertson as New Chief Strategy Officer

MullenLowe SSP3 Mexico launches Flash Test

Production News Feed

Director & Photographer Michele Aboud creates an exquisite film for Perfumery of note, “The Raconteur”.

Carhartt Unveils "8 Second Ride" Commercial by Kiku Ohe Featuring Rodeo Rider Derion Chavis

IDLES reimagines Iconic Coldplay Video using AI

Rodeo Production welcomes new Executive Producer Travis Richel in Toronto

Case Studies

Covid-19 case study, additional campaign case studies.

Love Has No Labels

• Copy Link URL Copied!

Lung Cancer Screening

Know Your Girls

Reducing Food Waste

Partnerships case studies.

What Adoption Taught Me

Hungry to Help

Special Delivery

End Family Fire

Request access.

Assets will be supplied as 3rd party DoubleClick tags, and are for serving within the United States only. Ad Council does not provide direct access to web banner or video files. Please allow 4-5 business days for tags to be built.

Download Assets

Create collection, share asset(s).

• Browse All Articles
• Newsletter Sign-Up

Marketing →

• 07 May 2024
• Cold Call Podcast

Lessons in Business Innovation from Legendary Restaurant elBulli

Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant’s business. Can the team balance both objectives? Professor Michael I. Norton discusses the connections between creativity, emotions, rituals, and innovation – and how they can be applied to other domains – in the case, “elBulli: The Taste of Innovation,” and his new book, The Ritual Effect.

• 29 Feb 2024

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class talent takes discipline and deft decision-making, as case studies by Anita Elberse reveal. What could other businesses learn from his ascent?

• 17 Jan 2024

Psychological Pricing Tactics to Fight the Inflation Blues

Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.

• 05 Dec 2023

What Founders Get Wrong about Sales and Marketing

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”

• Research & Ideas

Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales

Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.

• 17 Oct 2023

With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.

• 29 Aug 2023

As Social Networks Get More Competitive, Which Ones Will Survive?

In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”

• 26 Jun 2023

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.

• 31 May 2023

With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.

• 30 May 2023

Can AI Predict Whether Shoppers Would Pick Crest Over Colgate?

Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.

• 24 Apr 2023

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.

• 07 Apr 2023

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.

• 10 Feb 2023

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?

• 02 Feb 2023

Why We Still Need Twitter: How Social Media Holds Companies Accountable

Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.

• 06 Dec 2022

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?

• 29 Nov 2022

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?

• 26 Oct 2022

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.

• 25 Oct 2022

Is Baseball Ready to Compete for the Next Generation of Fans?

With its slower pace and limited on-field action, major league baseball trails football in the US, basketball, and European soccer in revenue and popularity. Stephen Greyser discusses the state of "America's pastime."

• 18 Oct 2022

When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions

Even when companies actively try to prevent it, bias can sway algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate.

• Advertising

How Search Ads Drive Success: Inspiring Case Studies

In this article, we will dive into real-life case studies from successful ad campaigns, showcasing the effectiveness of search ads in driving traffic, boosting conversions, and maximizing return on investment (ROI). With the ever-increasing competition in the digital landscape, it’s essential for businesses to leverage the potential of search ads to reach their target audience and achieve their marketing goals. So, let’s delve into the world of search ads and learn from inspiring success stories!

The Basics of Search Ads

To set a strong foundation for our understanding, let’s explore the basics of search ads. Search ads are a fundamental component of online advertising, appearing alongside search engine results when users enter relevant keywords or phrases. In this section, we will delve into the key elements and mechanics of search ads, providing a comprehensive overview of how they work.

1. Relevance and Targeting

Search ads are displayed to users based on their search queries, aiming to provide relevant information and solutions. Advertisers select specific keywords or phrases that are relevant to their products or services. When a user searches for those keywords, the search engine’s algorithm determines the relevance of the ad to the search query and displays it accordingly.

2. Keyword Bidding

Ad placement in search engine results is determined through a smart bidding process . Advertisers participate in auctions where they bid on specific keywords. The bid amount represents the maximum amount they are willing to pay for a click on their ad. The higher the bid, the more likely their ad will be displayed prominently. However, bidding alone does not guarantee top placement, as ad relevance and quality also play significant roles in determining ad position.

3. Ad Components

Search ads typically consist of the following components:

Headline : The headline serves as the clickable title of the ad and should be attention-grabbing and relevant. It is essential to include keywords in the headline to attract users searching for those terms.

Description : The description provides additional information about the product, service, or offer. It should be compelling and concise, highlighting the unique selling points and benefits to entice users to click.

URL : The URL displayed in the ad represents the landing page where users will be directed upon clicking. While the visible URL can be customized for branding purposes, it should lead to a relevant page on the advertiser’s website.

4. Ad Rank and Position

Search engines utilize algorithms to determine the placement and ranking of ads. Ad Rank is calculated based on multiple factors, including bid amount, ad relevance, expected click-through rate, landing page experience, and ad extensions. The ads with the highest Ad Ranks are displayed prominently in the search results.

5. Cost Model

Search ads generally operate on a pay-per-click (PPC) model. Advertisers are only charged when a user clicks on their ad, regardless of how many times it is displayed. The cost per click (CPC) can vary depending on factors such as keyword competitiveness, industry, and ad quality.

6. Ad Performance Tracking and Optimization

To measure the effectiveness of search ads, advertisers utilize various tracking metrics. Key performance indicators (KPIs) include click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). By closely monitoring these metrics, advertisers can identify areas for improvement and optimize their ads for better performance.

Understanding the basics of search ads is crucial for developing effective advertising strategies. By leveraging relevant keywords, creating compelling ad copy, and optimizing ad performance, advertisers can harness the power of search ads to reach their target audience and drive desired outcomes.

Inspiring Case Studies

Case study 1: google’s “think with google” campaign.

Objective :

Google aimed to increase brand awareness and promote its “Think with Google” platform, which provides insights and resources for marketers.

They launched a search ad campaign targeting keywords related to marketing, advertising, and industry trends. The ad copies emphasized the value and usefulness of the “Think with Google” platform for marketers.

• 250% increase in website traffic to the “Think with Google” platform.
• Significant growth in newsletter subscriptions.
• Positive feedback and engagement from the marketing community.

Case Study 2: Airbnb’s Global Expansion

Airbnb, an online marketplace for vacation rentals, aimed to expand its user base globally and increase bookings.

They implemented a search ad campaign across multiple countries, targeting keywords related to travel, accommodation, and popular tourist destinations. The ad copies highlighted Airbnb’s unique offerings, such as personalized experiences and affordable stays.

• 300% increase in bookings within the campaign period.
• Expansion into new markets and increased brand recognition .
• Enhanced user engagement through personalized search ads.

Case Study 3: Nike’s Air Max Sneakers Launch

Nike, a leading sportswear brand, aimed to create buzz and generate excitement for the launch of its new Air Max sneakers.

They ran a search ad campaign targeting sneaker enthusiasts and sports fans, using keywords related to sneakers, running shoes, and Nike products. The ad copies emphasized the innovative features and style of the new Air Max sneakers.

• Sold out of the new Air Max sneakers within hours of the campaign launch.
• Significant increase in website traffic and product searches.
• Strengthened brand loyalty and engagement among sneaker enthusiasts.

Case Study 4: Amazon’s Product Launch Success

Amazon, the e-commerce giant, aimed to generate buzz and drive sales for the launch of a new electronic gadget.

They executed a comprehensive search ad campaign, targeting keywords related to the gadget’s features, benefits, and competitor products. The ad copies emphasized the gadget’s unique selling points, such as advanced technology and user-friendly design.

• Sold out of the new gadget within a week of the campaign launch.
• High click-through rate (CTR) and conversion rate.
• Increased brand recognition and customer engagement.

Case Study 5: HubSpot’s Lead Generation Triumph

HubSpot, a leading marketing software company, aimed to generate high-quality leads for its inbound marketing platform.

They implemented a search ad campaign targeting keywords relevant to marketing automation, lead generation, and CRM (customer relationship management). The ad copies highlighted HubSpot’s features, such as lead nurturing, analytics, and personalized content creation that generate traffic.

• Significant increase in leads and conversions.
• Improved lead quality and higher engagement with the sales team.
• Enhanced brand reputation as a trusted marketing solution provider.

These case studies provide real-world examples of how search ads can drive results and contribute to business success. By tailoring campaigns to target audience needs, leveraging compelling ad copies, and optimizing landing pages, businesses can harness the power of search ads to achieve their marketing goals.

Unlocking The Power Of Sear Ads With New Tools

To stay ahead of the curve, it’s essential to leverage the latest tools and strategies that can unlock the full potential of your search ads. Below are a few ways in which you can explore powerful tools to help you outrank your competitors and achieve greater success in your search advertising campaigns.

Cutting-Edge Keyword Research Tools

To create highly optimized search ads, you need to start with thorough keyword research. By understanding the keywords your target audience is using, you can tailor your ads to match their search intent. One of the most effective tools for keyword research is Google Keyword Planner. This tool provides valuable insights into search volume, competition, and keyword suggestions, allowing you to identify the most relevant and high-performing keywords for your campaigns.

Compelling Ad Copy that Converts

Once you have identified your target keywords, the next step is crafting compelling ad copy that captures the attention of your audience and entices them to click. A well-crafted headline combined with a compelling call-to-action can make a significant difference in click-through rates and conversions. Utilize Google Ads’ Responsive Search Ads feature, which automatically generates multiple ad variations and optimizes them based on performance data. This tool saves time and helps identify the most effective ad combinations.

Dynamic Keyword Insertion

To enhance the relevancy of your search ads and improve click-through rates, consider implementing dynamic keyword insertion. This technique dynamically inserts the search term used by the user into your ad copy, making it highly personalized. By aligning your ad directly with the user’s search query, you can increase the likelihood of attracting clicks and conversions. Remember to carefully structure your ad groups and include relevant ad extensions to maximize the impact of dynamic keyword insertion.

Ad Extensions for Increased Visibility

Ad extensions are additional pieces of information that can be added to your search ads to provide more value and enhance visibility. By utilizing ad extensions such as site link extensions, call extensions, and location extensions, you can offer users more options and increase the likelihood of engagement. These extensions provide additional real estate on the search results page and make your ads stand out from the competition, improving your chances of attracting qualified traffic.

A/B Testing for Continuous Optimization

To ensure the optimal performance of your search ads, it’s crucial to conduct A/B testing. This involves creating multiple variations of your ads and testing them against each other to identify the highest-performing elements. By analyzing the data and making data-driven decisions, you can continuously refine your ad copy, headlines, call-to-action, and other elements to maximize conversions and drive better results.

Landing Page Optimization

Even the most compelling search ads won’t yield the desired results if your landing page fails to deliver. Optimizing your landing pages is essential for a seamless user experience and improved conversion rates. Ensure your landing pages align with the ad copy, provide relevant information, and have clear and compelling calls to action. Additionally, focus on optimizing page speed, mobile responsiveness, and overall user experience to keep visitors engaged and drive conversions.

FAQs about the Power of Search Ads

What makes search ads effective for businesses.

Search ads are highly effective because they allow businesses to reach their target audience at the precise moment when they are actively searching for products or services. This targeted approach increases the likelihood of conversions and maximizes ROI.

How can I create compelling search ad copies?

To create compelling search ad copies, focus on crafting concise and persuasive headlines, highlighting the unique value proposition of your product or service. Use compelling CTAs and include relevant keywords to increase ad relevancy.

Are search ads suitable for all businesses?

Search ads can benefit businesses of all sizes and industries. However, it’s essential to conduct thorough keyword research, competitor analysis, and campaign optimization to ensure the best results.

How can I track the performance of my search ad campaigns?

You can track the performance of your search ad campaigns using analytics tools like Google Analytics. Monitor metrics such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS) to gauge the effectiveness of your campaigns.

What budget should I allocate for search ads?

The budget for search ads varies based on factors like industry competitiveness, target audience, and campaign objectives. It’s advisable to start with a smaller budget, test and optimize your campaigns, and gradually increase your investment based on performance.

Are search ads a long-term marketing strategy?

Search ads can be an effective long-term marketing strategy if continually monitored, optimized, and aligned with your business goals. Regularly review and refine your keyword selection, ad copies, and landing pages to maintain relevance and maximize results.

The case studies discussed above provide compelling evidence of the power of search ads in driving traffic, increasing conversions, and achieving marketing objectives. By strategically leveraging search ads and tailoring campaigns to target audience needs, businesses can experience significant growth and success. As the digital landscape evolves, search ads remain a valuable tool for businesses to connect with their target customers and stay ahead of the competition.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

This site uses Akismet to reduce spam. Learn how your comment data is processed .

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

Advertising

• Business management
• Sales and marketing
• Brand management
• Customer experience

Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)

• Bernard Arnault
• Suzy Wetlaufer
• March 01, 2002

The Best Advertising is Sincere

• March 05, 2013

Marketing Malpractice: The Cause and the Cure

• Clayton M. Christensen
• From the December 2005 Issue

How Paper Catalogs Remain Relevant in a Digital Age

• Jonathan Z. Zhang
• July 19, 2022

A 3-Step Strategy to Support the New U.S. Mask Mandate

• Devabhaktuni Srikrishna
• Joseph Buccina
• Dan Hanfling
• Monica Gandhi
• Donald Milton
• January 26, 2021

The Off-Line Impact of Online Ads

• Magid M. Abraham
• From the April 2008 Issue

Comparing the ROI of Content Marketing and Native Advertising

• Kelsey Libert
• July 06, 2015

How E-Commerce Will Trump Brand Management

• Peter Sealey
• From the July–August 1999 Issue

High-Tech Touchpoints Are Changing Customer Experience

• Karen Lellouche Tordjman
• Marco Bertini
• March 20, 2023

Is Programmatic Advertising the Future of Marketing?

• Jeffrey Rayport
• June 22, 2015

Just My Type

• Pamela W. Henderson
• From the April 2005 Issue

The Best Way to Name a New Product

• Harvard Business Review
• From the January–February 2023 Issue

Sales Teams Need to Stop Focusing on the Customer Funnel

• Frank V. Cespedes
• March 13, 2023

Scary Health Warnings Can Boost Sales

• Yael Steinhart
• Yaacov Trope
• From the October 2013 Issue

Stick to the Core--Or Go for More? (Commentary for HBR Case Study)

• Thomas J. Waite
• Gordon McCallum
• John O. Whitney
• Roland T. Rust
• February 01, 2002

Using Technology to Create a Better Customer Experience

• Leah Leachman
• Don Scheibenreif
• March 17, 2023

How to Acquire Customers on the Web

• Donna L. Hoffman
• Thomas P. Novak
• From the May–June 2000 Issue

Why Consumers Rebel Against Slogans

• Juliano Laran
• Amy N. Dalton
• Eduardo B. Andrade
• From the November 2011 Issue

A New Gold Standard for Digital Ad Measurement?

• Julian Runge
• Harpreet Patter
• Igor Skokan
• March 24, 2023

Why Companies Are Advertising Their Master Brand

• Denise Lee Yohn
• March 28, 2016

Planet Reebok (A)

• John A. Quelch
• Jamie Harper
• April 01, 1994

GroupM India: The Human Dimension of Digital Transformation (A)

• Anand Narasimhan
• November 07, 2017

GroupM India: The Human Dimension of Digital Transformation (B)

Fcb and publicis (b): managing client and country diversity.

• Rosabeth Moss Kanter
• Kalman D. Applbaum
• Pamela Yatsko
• January 26, 1993

ROQ.AD and the Ad-Tech Industry

• Christopher Williams
• Umair Shafique
• April 19, 2016

Managing Consumer Touchpoints at Nissan Japan

• Thales S. Teixeira
• Akiko Kanno
• September 08, 2015

NBCUniversal Telemundo: Transforming Latino Television

• Henry W. McGee
• Carin-Isabel Knoop
• Christine Snively
• September 21, 2017

Planet Reebok (B)

Blogging at bzzagent.

• David B. Godes
• April 14, 2008

Online Retailers

• Thomas R. Eisenmann
• Alastair Brown
• December 11, 2000

Kraft Heinz: The $8 Billion Brand Write-Down

• April 04, 2019

Big Boom Beverages: Fight or Flight?

• Stephen A. Greyser
• William Ellet
• May 26, 2020

Kellogg Company/eighteen94 capital

• David E. Bell
• Damien P. McLoughlin
• Natalie Kindred
• December 10, 2017

General Electric's 20th Century CEOs (Abridged)

• Nitin Nohria
• Anthony J. Mayo
• Mark Benson
• May 30, 2006

StriveTogether: Reinventing the Local Education Ecosystem

• Allen S. Grossman
• Ann Lombard
• Noah Fisher
• October 31, 2013

V-Cola: Confidential Instructions for Mark Ketting Chief Marketing Officer, Trek Beverages

• Ian I. Larkin
• Hallam Movius
• March 27, 2012

Kingsford Charcoal

• Das Narayandas
• Alison Berkley Wagonfeld
• September 19, 2005

DDB Mudra Group: Transformative Growth

• J Ramachandran
• Seema Gupta
• May 01, 2016

Charlotte Beers at Ogilvy & Mather Worldwide (A)

• Herminia Ibarra
• Nicole Sackley
• January 26, 1995

Alfonso's Department Store

• Peter C. Bell
• February 16, 2000

ROQ.AD and the Ad-Tech Industry, Teaching Note

Is dual language marketing socially responsible.

• Myron Glassman
• Aaron Glassman
• July 01, 2017

Popular Topics

Partner center.

• Digital Commerce

Case Finder

Search for advertising effectiveness case studies

• Alcoholic drinks industry (general)
• Beer & cider
• Luxury alcoholic drinks
• Pre-mixed drinks
• Spirits & liquors
• Automakers & marques
• Automotive industry (general)
• Compact, small family cars
• Eco, hybrid, electric cars
• Luxury automotive
• Mid-size, large family cars
• Motorcycles, bikes
• MPVs, minivans
• Supermini, subcompact cars
• Tyres, fuel, accessories, services
• Vans, Trucks, RVs
• Business & industrial (general)
• Business services
• Employment, recruitment, staff
• Industrial & manufacturing
• Property & construction
• Clothing, apparel
• Luxury clothing & accessories
• Personal accessories
• Credit cards & loans
• Digital payments
• Financial services (general)
• Bread, cake, biscuits
• Breakfast cereals
• Confectionery
• Convenience, readymade
• Dairy products, fats, oils
• Food industry (general)
• Fruit & vegetables
• Functional foods, supplements
• Luxury food
• Meat, poultry, fish
• Sauces, seasonings, condiments
• Savoury snacks, potato chips
• Cleaners & detergents
• Furnishings & fittings
• Home improvement
• Household & domestic (general)
• Laundry products
• Toilet paper, kitchen towel
• Leisure & entertainment (general)
• Lotteries, casinos, gambling
• Museums, attractions, libraries
• Music & theatre
• Online dating sites
• Toys, games
• Directories
• Films & movies
• Magazines, periodicals, books
• Media & publishing (general)
• Radio stations, services
• TV channels, services, programmes
• Websites, online services, apps
• Charities & voluntary organisations
• Educational, universities
• Government, social policy
• Military & emergency services
• Public health
• Contraceptives, family planning
• DTC, prescription products
• Healthcare services, providers
• Non-prescription, OTC products
• Pharma & healthcare (general)
• Promotions to the medical profession
• Automotive accessories retail
• Clothing & fashion retail
• Convenience retail
• Department stores
• Electrical retail
• Entertainment retail
• Furniture & furnishings retail
• Home improvement retail
• Luxury retail
• Online retail
• Pharmacies & drugstores
• Restaurants & takeaways
• Retail industry (general)
• Reward cards
• Shopping centres, malls
• Supermarkets & grocery stores
• Travel retail
• Bottled waters
• Carbonated soft drinks
• Concentrates & cordials
• Energy drinks
• Fruit & vegetable juices
• Iced drinks
• Milk & dairy drinks
• Non-alcoholic drinks
• Soft drinks industry (general)
• Audiovisual products
• Cameras, photography
• Gaming hardware & software
• Home appliances
• Information technology
• Mobile devices
• PCs, computing
• Technology & electronics (general)
• Energy & water suppliers
• Postal & courier services
• Telecoms & utilities (general)
• Telephone & internet services
• Bath toiletries, soaps
• Cosmetics, beauty aids
• Deodorants, anti-perspirants
• Feminine hygiene
• Fragrances, perfumes
• Luxury toiletries & cosmetics
• Oral health
• Shaving products
• Skin care, sun protection
• Toiletries & cosmetics (general)
• Destinations and locations
• Luxury travel
• Rail, coach, boat & car rental
• Transport & tourism (general)
• Travel agents, tour operators
• Australia & New Zealand
• Greater China
• Latin America
• Middle East & North Africa
• North America
• Not Region Specific

Find cases matching:

• Build brand equity
• Build international brand
• Maintain price premium
• Refresh brand identity
• extension/variant
• Brand loyalty
• Relaunch, reposition
• Reverse decline
• Crisis communications
• Rebuild trust
• Reputation management
• Engage employees
• Engage financial, stakeholder management
• Build, revitalise category
• Gain new customers
• Increase market share
• Increase value/volume
• Christmas & seasonal activity
• Support event/sponsorship
• Support promotions & in-store activity
• Social, political & not-for-profit
• In-store traffic
• Web traffic
• Word of mouth

Traditional Media

Digital Media

* Only includes cases since 2009.

Other Channels

• Artificial intelligence (AI) as creative approach
• Brand activism
• Brand characters
• Branded utility, product
• Challenger brand
• Consumer generated content, participation
• Corporate responsibility
• Informative, educational
• Partnerships
• Personalisation
• Shock, fear
• Storytelling
• Sustainability

Note: Creative Approach data is available for cases since 2011.

• Retailers & trade
• Senior & C-suite
• Adults (26-55)
• Children (0-12)
• Millennials
• Older adults (55+)
• Parents & families
• Black consumers (US)
• Hispanic/Latino consumers (US)
• Multicultural
• People with disabilities
• 1 - 3 million
• 10 - 20 million
• 3 - 5 million
• 5 - 10 million
• 500k - 1 million
• Over 20 million

Note: Budget data is in US dollars, denotes media spend and applies to cases since 2006 (when provided).

• 3 - 6 months
• 6-12 months
• Over 3 years
• Up to 3 months

Note: Campaign Duration data is available for cases since 2006 (when provided).

Hard metrics

• Attitude change (non-profit)
• Behavioural change
• Customer loyalty
• Efficiency gain
• Market penetration/customer gain
• Market share

Soft metrics

• Brand health/equity measures
• Brand-specific measures
• Consumer participation
• Search performance
• Social media, buzz

Note: Reported Metrics data is available for cases since 2011.

Matching cases:

Welcome back to WARC!

We’ve made some exciting changes since your last visit, bringing you:

• Latest category insights straight to your homepage
• A new Evidence series on key marketing questions
• Category campaign data from recent case studies

Please scan the QR code

• Programmatic SEO
• Content Marketing
• Paid Advertising
• Performance Creative
• Crypto & Blockchain
• Case Studies
• Press & Media
• Write for Single Grain
• General Inquiries
• Leveling Up Podcast
• Marketing School Podcast
• Executive Mastermind

Win More Clients

Case Studies: How Successful Advertising Agencies Win Clients

Updated January 2024.

Is your ad agency struggling to get leads? Advertising agency case studies are an excellent way to demonstrate your best work to prospective clients to generate more consultation requests.

Case studies not only demonstrate your expertise as an agency, but also provide potential clients with helpful details about what they can expect from working with your company.

In this article, I will explore what an advertising agency case study is, why it’s important and how you can create one that effectively communicates your agency’s value and expertise.

TABLE OF CONTENTS:

What is an advertising agency case study, 1) single grain’s nextiva case study, 2) halo waypoint’s gears of war  gaming case study, 3) single grain’s twenty20 case study, 4) infidigit’s myntra seo case study, 5) inflow’s facebook advertising paid ads case study, benefits of advertising agency case studies, what to include in creative agency case studies, how to prepare your creative agency case study, last word on the advertising agency case study.

We can count on them to bring new ideas to the table consistently

A marketing agency case study  is a detailed analysis of an advertising campaign that an agency has developed and executed for a client. It typically includes information on the client’s business, goals and challenges, as well as the agency’s creative approach.

The case study may also discuss the challenges that the agency faced during the campaign and how they overcame them. They can provide valuable insights into the agency’s process and approach, as well as demonstrate the agency’s ability to deliver results for clients.

Advertising case studies are instrumental in your marketing kit, on your websites and for the sales team when they meet prospective clients.

5 Best Examples of an Advertising Agency Case Study That Rocked It

There are many great ad agency case study examples that showcase the effectiveness of different marketing campaigns, such as PPC ad strategies or content marketing strategies. Here are the best ad agency case study examples:

Nextiva provides robust IT solutions for businesses of all sizes. And though they were attracting leads, they wanted to optimize their ads for greater ROI — decreasing ad spend  while generating more qualified leads. They came to us at Single Grain for help with their social advertising.

Here are the strategies that Single Grain  implemented:

• Worked with Nextiva to determine what lead would provide optimal down-funnel performance
• Identified the most cost-efficient audience segments
• Created messaging and design specifically to appeal to the target audience
• Used their “best of test” methodology for optimizing Google Ads

With the help of our marketing agency, Nextiva was able to reduce their cost per lead by 41.37% year over year on Google Ads.

For CEO  Eric Siu , the pursuit of innovation is relentless. We’re continually exploring new frontiers in lead gen and other marketing strategies to ensure that what works wonders for us also delivers exceptional results for our clients.

Here he discusses how newsletters are awesome if you want to have an ‘owned’ audience and they’re great for driving paid ads to:

Sure, newsletters can be great if you are looking to sell ads. Plenty of examples with Morning Brew, The Hustle, etc. Sure they sold for ~$75M and ~$20M respectively but… Most people aren’t going to have the volume that they have in terms of subscribers. Here’s a different… — ericosiu (@ericosiu) November 26, 2023

Key takeaways:

• The portfolio presented the results in big fonts to make it easier for potential customers to read the achievements. Plus, the significant growth numbers were highlighted in bold for an easier understanding.

• Single Grain kept a minimalistic logo and a bolded headline that focused on the results.

Just want someone to do all the hard work for you? Single Grain’s advertising experts  can help.👇

Microsoft Game Studios hired Amp Agency  to develop and execute a digital marketing strategy for the launch of Halo 5: Guardians.

Amp Agency had a goal to prevent gaming enthusiasts from defecting to other competitors and engage them in playing Halo and Gears of War longer. Here are the strategies that Amp Agency used in the case study:

• Dedicated Website:  Amp created a new website specifically for Halo 5: Guardians , which was a hub for all of the game’s marketing materials. The website featured trailers, screenshots, other promotional content and links to pre-order the game.
• Social Media Campaigns: Amp Agency next ran several campaigns to build excitement around the game’s release. These campaigns included Twitter sweepstakes, where fans could win prizes by tweeting about the game; and a Facebook poll, where fans could vote on their favorite Halo character.
• Influencer Marketing:  Amp partnered with popular YouTubers and Twitch streamers to promote Halo 5: Guardians  to their audiences. The influencers  created gameplay videos and other content showcasing the game’s features and encouraged their followers to pre-order it.

The game sold over five million copies in its first three months, generating over $400 million in revenue. The social media campaigns created by Amp Agency were particularly successful, with the Twitter sweepstakes generating over 100,000 entries and the Facebook poll receiving over one million votes.

• The customer story insights featured the main product in the background to help readers understand the client’s product in great detail.

• The case study included stunning images, screenshots and graphics throughout the content for easier understanding of how the campaign was implemented.

Twenty20 disrupted the crowded stock visual media space with a major twist on a tried-and-true mode. They hired Single Grain to focus on the pillars that truly differentiate them from their competitors. Single Grain designed a powerful marketing process, including a robust content marketing strategy.

With the help of Single Grain, Twenty20 received more traffic volume  with the same consistency in revenue per session. They also witnessed an exponential growth in free trial volume with a significant reduction in their advertising cost.

• They added a video in the case study featuring Micah Cohen of Twenty20, who shared his opinions on the great work done by the Single Grain’s team.

• They also shared numbers and stats that emphasized the importance of the digital marketing service that Single Grain offered.

• The case study also featured a prominent CTA button for increasing the conversion rates.

The Infidigit SEO case study  for the Indian e-commerce store Myntra is another great example of an SEO campaign case study. By conducting comprehensive SEO audits and implementing SEO strategies at scale, Infidigit helped Myntra achieve a 187% increase in organic revenue and a 150% increase in organic visits.

• The case study website features a hero image with a smiling face, which is known to increase conversion rates.

• They effectively added internal links to other case studies from the right sidebar to lower the bounce rate of the page and to drive people to more pages on the site for maximum conversions.

• They added exact screenshots of the target keyword and the SERPs, which displayed the keyword ranking at the top of the organic search.

• They used bright orange-red as the CTA button color in a bid to attract more clicks.

Dive Deeper: We Refreshed 15 Posts on 3 SaaS Blogs – And Increased Organic Traffic on All

B2C brand Seltzer Goods approached Inflow  to market their service. Inflow used Facebook  as an advertising investment channel to promote their service. With intelligent ad targeting, the brand was able to acquire a 9.68x return on ad spend and a 785% increase in monthly revenue. Moreover, they achieved a $4.87 cost per customer acquisition, which was exceptional.

• They published the case study as a blog post, which helped to attract social shares.

• The post is comprehensive and explains the entire strategy and technology that they used to attract potential prospects and scale the brand’s growth. They leveraged data at every point to make it easier for the readers to understand how their campaign worked.
• They added actual ad creative screenshots to tell readers exactly how they used the branding and logo to engage the customers.

Inspired by these case studies but just don’t have the time to create a killer ad campaign? Single Grain’s advertising experts can help!👇

Case studies are vital in building your brand trust, as customers nowadays want to know about the first-hand experience of your services before hiring you. Here are the top benefits of ad agency case studies.

Assists the Sales Team

Case studies on the website are a significant help for the sales team as they can offer your business services to clients without great effort. There’s nothing like seeing the results of an ad campaign on paper, a document that prospects can read over and over again. Once the customer is satisfied with the case studies, it becomes easier for the sales team to close the deal, significantly enhancing your business productivity.

Showcases Proven Results and ROI

In the world of marketing and advertising, clients are inherently results-oriented, and they want to see tangible evidence that their investment is paying off. Case studies provide precisely that: They are data-driven examples showing improved ROI .

By presenting real-world examples of successful campaigns — complete with quantifiable data on increased leads, conversions or revenue — you’re no longer simply telling clients what you can do … you’re showing them. When a client can see the concrete impact of your work, they can more easily envision the benefits for their own business.

Builds Trust and Credibility With Potential Clients

In today’s ultra-competitive market, few things make a bigger impact on your ability to land new clients than trust. Remember, it isn’t just money you’re asking clients to hand over — it’s the very reputation of their company itself.

A few well-crafted case studies can go a long way in instilling potential clients with the confidence that their reputation is in safe hands. Meanwhile, being able to show genuine results with genuine clients also helps clients trust that you’re legitimate.

Enhances Brand Reputation and Authority

Sticking with the subject of reputation for a moment, the best case studies can play a crucial role in bolstering your own credibility and establishing authority in your field.

In a marketplace saturated with choices, a strong brand reputation is an invaluable asset. Not only is it useful for influencing a would-be client, but it can also make other companies in your industry sit up and take note, opening new doors for collaboration, rewards and peer recognition.

Provides Insights Into the Agency’s Problem-Solving Abilities

Those campaigns that may throw you a curveball or put up unforeseen obstacles can provide just as much good material for a compelling case study as those where everything runs smoothly. At least they do as long as your agency rises to the occasion.

Highlighting your ability to navigate challenges and still deliver effective solutions, a case study can serve to showcase your creativity, strategic thinking and ability to adapt. Ultimately, this can further reinforce that all-important sense of client trust, resulting in more leads and happy, long-term clients .

Acts as a Valuable Tool for Internal Training and Onboarding

Beyond their external benefits, your advertising agency case study examples provide a real-world, documented playbook that can be used to train new hires and continually educate existing team members.

Ultimately, this helps new employees to quickly grasp your agency’s approach and methodologies, while also ensuring that long-tenured members of your team stay on top of current best practices, successful strategies and how your company capitalizes on evolving trends .

Attracts Potential Talent by Showcasing the Agency’s Impactful Work

Going public with your case studies spreads the word about your agency’s creativity, effectiveness and innovation, helping you to catch the attention of top marketing and advertising talent.

Advertising professionals are drawn to agencies that can demonstrate not only a proven track record, but also a creative vision that aligns with their own. So, when you showcase that through a case study, you’re ultimately taking steps toward assembling an elite force of creative and skilled individuals who are motivated by the prospect of contributing to impactful projects.

Facilitates a Better Understanding of Market Trends and Client Needs

Case studies serve as more than just success stories; they also provide a valuable window into emerging market trends and the evolving needs of clients.

By examining the data and results showcased in case studies, you can identify patterns, emerging trends and shifts in consumer behavior, all of which help your team take a proactive approach to staying ahead of the game in an ever-changing market.

Serves as a Reference Point for Future Campaigns and Strategies

Case studies provide a documented record of what worked and what didn’t in previous campaigns, serving as a valuable resource for advertising strategists and creatives alike. Using an advertising case study as a learning tool can help you identify which strategies and techniques to deploy in future and which mistakes to avoid at all costs.

Dive Deeper: * 9 Examples of Storytelling Marketing to Inspire Your Next Campaign * The Complete Guide to Brand Building (Must-Read for Digital Marketers) * How to Conduct Smart Competitor Research for Better Customer Acquisition

Here are the key elements to include in your case studies to persuade your potential customers to choose your brand over others.

• Title: Begin with a strong yet concise and results-orientated title that outlines what you did and who you did it for. The goal here is to captivate your audience and compel them to dive into your case study. So, think about who you’re trying to attract with this work and what would appeal to them.
• Client Overview: Provide a brief introduction to the client, including their industry, size and any relevant background information. This is crucial as it helps potential clients see themselves in your past clients, making it easier for them to relate to the story being told and recognize your company as the right fit for their specific needs and challenges.
• Challenge: Next, explain the specific problem that your client faced. This sets the stage for the reader to not only understand the onset of the case study, but also further helps a potential client to empathize with the issues they’re currently up against in their own business.
• Objectives: Here, you need to be talking about the client’s desired results. Why did they hire your services? What goals and outcomes did they want to achieve? What were their expectations and how did you plan to meet them?
• Strategy:  Once tasked with your objective, your next task is to devise a strategy to achieve it. You can use this next part of your case study to describe precisely what that was, detailing the creative and tactical steps you planned to take to overcome obstacles and achieve results.
• Execution: The execution portion of your case study should provide a step-by-step account of how your agency executed the campaign. Be sure to include details about any challenging circumstances you encountered and how you overcame them, along with the reasoning behind your methodology.
• Results:  Results are what matter most to clients, so it’s important to get this step right. Present the quantifiable results of your campaign using accurate, verifiable figures to detail how the campaign performed against your KPIs.
• Testimonials: By now, you’ve talked a lot about your company and what you did, but readers are yet to hear from your clients. Address this by including feedback from the client on their experience of working with you. An authentic testimonial can provide a huge boon to your agency’s credibility and could well be the factor that seals the deal with a potential new client.
• Lessons Learned: As you begin to wrap things up, take some time to reflect on the challenges faced during the campaign and the lessons that you and your team learned, noting how it improved the way you provide your company’s services and made you a better agency that is well equipped to meet the needs of new clients.
• Visuals: As with any kind of content marketing, visuals such as images, infographics, charts and videos help to break up the content and make it easier to digest, while also reinforcing the important messages running throughout your case study.
• Internal Links: As you work your way through your case study, pay attention to opportunities to link to other work on your website. Not only does internal linking help boost your website traffic, it also gives you an ideal way to provide further evidence of your experience and expertise.
• Call to Action: If the whole point of your case study is to serve as a compelling lead magnet, it makes sense that you’ll need to end it with an equally compelling CTA that encourages readers to follow up by getting in touch with you for a free consultation.

More Posts About Case Studies: * 4 Facebook Ads E-commerce Case Studies that Increased ROAS * 7 Amazon Advertising Case Studies that Showcase Top Strategies * Best Programmatic Advertising Case Studies for Exceptional ROAS

Creative agency case studies are instrumental in enhancing sales and maximizing conversion rates. They efficiently provide readers with real-life examples of how your agency helps clients achieve their business goals.

Here are the steps to create an exceptional case study for your business.

• Identify a Successful Campaign or Project: The first step in creating a compelling case study is to identify a successful project where your agency could showcase its expertise. The project should showcase your agency’s creativity, problem-solving abilities and results achieved for the client (the more impressive, the better).
• Obtain Client Permission to Feature Their Case: Some campaigns immediately stand out as being ideal for a case study, but you’ll need to achieve the client’s consent before you can begin bragging about the amazing work you did for them. Make your request clear and concise, explaining the benefits of featuring their company in your case study while also addressing any concerns they may have with regard to confidentiality and branding.
• Define the Main Challenge or Problem Faced by the Client: A good case study should read like a story , and for any story to be truly gripping, its protagonists (in this instance, your agency and the company you worked for) need a challenge to overcome. So, use this opportunity to detail what that challenge was and why your client chose you to overcome it.
• Outline the Objectives Set for the Campaign: Here, consider the goals and metrics your clients wanted you to focus on. What outcomes were they looking for? What specific requirements did they provide you with that made this campaign particularly interesting or unique?
• Describe the Strategy Developed to Address the Challenge:  At this stage, saying “So, we devised a strategy to achieve that objective” isn’t going to cut it. Be specific in describing the strategy you devised, the reasoning behind key decisions and creative ideas, and why you believed this to be the best approach for the brands you work with.
• Detail the Execution of the Campaign or Project: Providing as much value as you can about the actions you took to execute a campaign gives readers an insight into the way you work, helping them to understand if your agency is a good fit for them while also demonstrating your ability to overcome challenges.
• Gather and Analyze Results and Outcomes: Collect as much data as possible about the project, including the client’s brief, your agency’s strategy and approach, the creative process and the results. Speak to both your client and employees involved in the project to gather their insights and feedback.
• Collect Testimonials or Feedback From the Client: Strong testimonials serve as solid, first-hand validation of your agency’s ability and a reflection on what it’s like to work with you from the client’s perspective, both of which make a big difference when it comes to converting case study readers into qualified leads.
• Highlight Your Unique Selling Points:  In your case study, you should highlight your agency’s unique selling points and what sets you apart from competitors. Focus on the specific strengths demonstrated in the project, such as your creativity, strategic thinking or ability to deliver results.
• Incorporate Relevant Visuals and Graphics: Eye-catching visuals not only make your case study more attractive and easier to read, but they can also illustrate key points and help you put your campaign results front and center.
• Write and Structure the Case Study Content: A well-structured case study should include the following sections: introduction, problem statement, strategy and approach, creative process, results achieved and conclusion. Use a clear and concise writing style, and make sure to include visuals such as images, graphics or videos to support your story.
• Review and Edit for Clarity and Accuracy: By now, you’ve invested a lot of time and energy in creating your case study, so the last thing you want is for all that hard work to be wasted due to a few overlooked mistakes that threaten to tarnish your reputation. Reviewing and editing the case study for clarity and accuracy ensures that the content is concise, error-free and easy for readers to comprehend.
• Publish and Promote the Case Study on Relevant Platforms : Once your ad agency case study is live on your website, your next task is to identify the most effective channels to get it in front of your target audience. Whether that’s social media, your email list or a blog post, the more you can do to maximize the reach of your case study, the more potential clients you can reach and the more likely you are to get the leads, website traffic or brand recognition you were hoping for.

Learn how to write a case study with this detailed guide: How to Write a Case Study that Converts Prospective Buyers into Customers

To produce a successful creative agency case study, it’s important to focus on the key elements that will make it engaging and informative. This includes providing a clear overview of the client and the challenges they faced, outlining your thought-process tactics and presenting your results in a compelling way. Most importantly, don’t just present dry facts and numbers; tell the client’s story .

If you’re ready to level up your business with ads that convert with the best ROAS, Single Grain’s advertising experts  can help.👇

Advertising agency case study faqs.

Here are the steps involved in writing a case study for a marketing agency:

• Choose a client and a project.
• Collect information about the project.
• Create a structure for the case study.
• Write the case study, emphasizing your company’s strengths and expertise.
• Include quotes from the client to highlight their satisfaction.
• Edit and proofread the case study thoroughly.
• Publish and promote the case study to illustrate the company’s expertise.
• Tailor the case study to your target audience, using visuals and language that resonate with them.

An exceptional case study that refers customers and generates more leads includes:

• A brief introduction
• Strategies used in the case study

To choose the right advertising agency for your business, consider the agency’s experience, expertise, track record and client portfolio. Look for an advertising company with experience in your field that can demonstrate its ability to deliver results.

Working with an advertising agency can offer several benefits, including access to expertise and resources that may need to be available in house, the ability to develop and execute effective marketing campaigns, and the potential to save time and money by outsourcing marketing functions.

Case studies can come in various forms across different fields, each providing an in-depth analysis of a specific instance, event, individual, group, or organization. Here are some examples:

• A study of how a small company successfully entered a competitive market using innovative marketing strategies.
• An analysis of a major corporation’s turnaround from financial struggles to profitability, highlighting the management and operational changes made.
• Detailed documentation of a patient’s rare medical condition, treatment plan, and outcomes to contribute to medical knowledge.
• An examination of a public health intervention in a community that led to significant changes in health behaviors.
• A study of an individual’s unique behavioral or mental health condition, providing insights into psychological theories or disorders.
• An analysis of social dynamics within a specific community following a major event or change.
• A case study on the implementation and impact of a new teaching method or educational technology in a classroom or school.
• An investigation into the long-term effects of early childhood education programs in different socio-economic groups.

Get Your Free 2024 Growth Guide with Our Newsletter, Leveling Up

Subscribe to Leveling Up and receive a free 2024 Growth Guide in your inbox. These emails are brimming with marketing strategies that are working right now and must-have resources. Join our community of 15,000+ subscribers, including professionals from Amazon, Google, and Samsung.

IN Advertising Chase Bank Enters Advertising with Chase Media Solutions BY Eric Siu Explore how Chase Bank's step into advertising with Chase Media Solutions is reshaping the digital ad space for users and advertisers. Read Article

IN Advertising Are Google Ads Still Effective in 2024? BY Eric Siu Are Google Ads effective in 2024? We break it down with insights on CTRs, CPCs and reasonable expectations for ROI in this guide. Read Article

IN Advertising Best Social Media Platforms for Advertising (It’s Not What You Think) BY Eric Siu Explore the best social media platforms for advertising this year, with insights on ROI and strategic ad placements for maximum impact. Read Article

Unlock Industry-Leading Customer Acquisition Playbooks

Discover powerful acquisition tactics like Programmatic SEO - proven to drive millions of visitors.

Get Free Instant Access

8 Effective Online Marketing Tactics

That Have Generated 1,545%+ ROI for our Customers (and You Can Easily Use)

We hate SPAM and promise to keep your email address safe.

Fill out the form below to unlock strategic client acquisition support.

“We can count on them to bring new ideas to the table consistently”

Jacqueline Foster , Demand Generation Marketing, Lever.co

Get The Latest Customer Acquisition Strategies

Get the latest customer acquisition strategies from the best companies

Which would you like to learn more about? (Check all that apply)

Are you looking for slow growth or fast growth?

“Single Grain enables us to increase our impact without increasing our headcount”

Kim Cooper , Director of Marketing, Amazon Alexa

Do you have the infrastructure to take on 2x, 5x, 10x scale?

“They act like an extension of our team, proactively fixing issues as they arise”

Samantha Goldman , Sr. Director of Marketing, CastLightHealth

How much are you spending on marketing per month right now?

“Their expertise has helped Nextiva grow its brand and overall business”

Yaniv Masjedi , CMO, Nextiva

• 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!

• Deutschland
• Asia, Australia & New Zealand
• Europe, Middle East & Africa
• United States & Canada
• Latinoamérica

Case studies: How brands are innovating on YouTube

See how brands are innovating—and driving impact—with their video marketing strategies on YouTube. From targeting techniques, to contextual creative, to six-second video ads, learn how brands are building campaigns that deliver results with these case studies and interviews.

Share this page

How to build a full-funnel influencer marketing campaign, keeping it real: how brands are tapping into the cultural zeitgeist, how one brand tackled an enduring marketing challenge: measuring a campaign’s bottom-line impact, why data-inspired creativity is the future of effective marketing, digitally native brands are disrupting video advertising. here are 3 things they’re not afraid to do, stop guessing and start testing: 3 marketing experiments you can apply to your next campaign, organic reach is elusive. it doesn’t have to be, 4 ways brands are following viewers’ passions — and getting results, how one brand ‘sold out’ of a new product by buying into the power of influencers, how one brand literally turned data into dollars, how video helped one travel marketer convert undecided customers, how to personalize your creative at scale, 4 ways to get mid-funnel impact out of your brand campaign, how to create a product story that unfolds over time — and drives results, looking to shift brand perception take a personalized approach with 3 simple steps, if you’re running a video brand campaign, why not gather leads too, your true audience may be bigger than you realize — and video could help you find out, 3 lessons from the u.s. navy’s first made-for-digital video recruitment campaign, how the cdc built an awareness campaign that spurred action, how overstock.com created a multipurpose video campaign, how one travel marketer turned the typical use cases for video and search upside down, inside google marketing: how pixel tested a full-funnel youtube campaign, 4 principles for creating video ads that drive conversions, why your online video strategy should be more than uploading your tv spot, how an insight from search data sparked a beauty brand’s multicultural video campaign, how turner sports brought the world’s largest live pregame show to millions of fans on youtube.

Gucci, Digital Advertising & Strategy Case Study

With modern times come modern ways of doing things. The world of advertising is unlike the billboards and all-encompassing TV ads. Now, advertising is defined by its personalized touch in reaching segmented audiences that can resonate with a brand more than anyone else. And Gucci is no exception to that approach.  ‍

G & Co. is a world leading fashion & luxury marketing & advertising agency enabling luxury and fashion brands to enhance customer experiences, drive digital transformation, and build a competitive edge

Gucci parent company Kering Group—the owner of Bottega Veneta, Yves Saint Laurent, Balenciaga, Brioni, Stella McCartney, and other fashion houses—has seen enviable growth in the last few years, reporting in 2017 its first three quarter revenues up over 26% on a reported basis compared to 2016. But Gucci has been the forefront and the crown jewel of the Kering group. With Gucci’s earnings composing Kering’s 39% of corporate revenues and posting a 44.5% growth in 2017, it’s safe to say the Italian luxury fashion brand is enjoying a period of prosperity.

What’s contributing to that growth? 

According to Kering chairman and CEO Francois-Henri Pinault, half of Gucci’s sales come from millennials, a generation consisting of 35-year olds and younger. That has been a challenging demographic to reach for luxury brands. What this shows from Gucci is that the attractiveness of the brand’s couture resonates with younger demographics than for the proverbial older generation. 

And while the couture does explain why the brand seems to bode well with a younger consumer, it would be imprudent not to look at Gucci’s advertising strategy. In seeking and attracting the millennial consumer’s attention and dollars, we can accredit Gucci’s success to its well-executed advertising and marketing strategies , which had gone concurrently with a digital rollout. In recent years, Gucci has integrated both a strong digital approach with its in-store dominance for an omnichannel strategy that will be definitive for luxury brands’ success in the coming years. 

Gucci’s omnichannel strategy is a signal that it is going all-in for the demographic that’s visibly championed the luxury brand. Because 98% of today’s luxury consumers can be found online, it will be more important than ever before to tie the success of a luxury brand like Gucci to its eCommerce strategy, social media approach, marketing strategy , and mobile functionalities with its offline capabilities. The result of that means one holistic user experience that is both unique and compelling to modern consumers no matter where they choose to interact with a brand. Sure enough, Gucci’s digital strategy has become holistic in reach and followed in a surge of new luxury converts in addition to longtime patrons.  

It would be criminal to count only Gucci’s digital strategy as the sole reason for its success in recent years. Of course, while helpful, Gucci’s digital approach is only a fraction of the brand’s prosperous growth in revenue and label recognition. Indeed, at the forefront of Gucci’s advertising and marketing strategy is the team that’s directly responsible for the luxury brand’s success: Marco Bizzarri and Alessandro Michele, the CEO and creative director of Gucci, respectively. 

The pair has spearheaded the brand’s various fortifying strengths over the last few years; Bizzarri in business and Michele in the creative center. Since late 2014, when Bizzarri’s helm as the Gucci chief executive began, the question over who would fill the creative director position loomed over him and the brand’s future. 

Bizzarri would ultimately go with the 12-year Gucci veteran in Alessandro Michele, who had been with the company since working under Tom Ford and had been an associate designer to the now-former creative director, Frida Giannini. Bizzarri made the decision after determining he needed someone that could deliver on his vision of creating a culture of “respect and joy, fostering creativity,” adding, “intuition and instinct are more important than rationality.” For the luxury space, where emotion and experiences eclipse rationality, there could not have been a better choice to lead the new direction than Alessandro Michele. 

The two set their roles and responsibilities, Bizzarri taking care of the business side, and Michele to lead the brand’s creative development. Bizzarri does not discuss sales or budgets with Michele, which gives him the creative freedom to express the brand how he believes is best. As to why Bizzarri had done this, the Gucci CEO stated, “You cannot put limits or constraints on creativity.” From there on, the two began a period of covetable growth, and creativity was now the central focus of the Gucci brand.   ‍

Leading Gu cci into th e digital age ‍

The first thing both Bizzarri and Michele agreed on was to take Gucci to a new stage in the brand’s history. No longer would Gucci be beholden to its past success and continue on the same track. One thing was of high importance: innovating the way forward.

The biggest challenge in having been presented with this new opportunity as the new CEO of a luxury brand and a new creative director’s appointment was to stand still, says Bizzarri. But that was not the answer. “We have to empower talents, we cannot always tell people what to do, and there’s no limits to growth if you are exposed to innovation.” 

First to happen as part of this new, innovative approach to Gucci’s marketing strategy was the shift of the face of the brand. The iconic celebrities of Gucci’s past, such as Elizabeth Taylor, Grace Kelly, Jackie Kennedy, would now be succeeded by the modern-day style icons that would resonate with the increasingly younger luxury demographic: Harry Styles, Rihanna, Lady Gaga, Beyoncé, and Salma Hayek. 

And though the Bizzarri-Michele team phased out Gucci’s storied successes in search for new ones better framed for today’s generation of luxury consumers, the resurrection of the GG logo preceded its prominent placing on its new handbags and accessories, with it also restoring the Dionysus buckle for part of its new shoes and bag lines. As a result, six out of seven of Gucci’s best-selling and high-margin accessories have been created by Michele . 

The GG logo comeback doesn’t stop there. With free rein, Michele asked graffiti artist GucciGhost to collaborate with the brand for its fall collection. It’s difficult to imagine any other luxury brand would give this much creative freedom as part of its way forward, much less allowing its logo to be redressed. “But such is the way with Gucci, and it demonstrates the embrace of the changing times and need to appeal to today’s luxury consumer,” says Manuel Gonzalez, head of the luxury digital agency G & Co. “As an advertising agency, we commend Gucci’s willingness to adapt and allow consumers to enjoy the brand as they do. It’s user-generated content and collaborations with some of the biggest icons of today’s world that can excite younger consumers.”

Of course, the digitally savvy Kering group knows Gucci’s advertising strategy goes further by investing in its digital innovation and infrastructure. As an early adopter of eCommerce, the Italian luxury brand knows far too well that the millennial demographic that has surged their market share is always online—again, with 98% of affluent consumers stating they use the internet on a daily basis. This segment of the market desires an authentic experience in a digital medium and, as a result, expects a sincere relation with brands online, especially with luxury brands; if consumers are spending considerable amounts of money on luxury wares, the experience should be just as luxurious. 

It’s precisely that rationale that has seen Gucci invest heavily in its online strategy and infrastructure. Gucci had redesigned their eCommerce site for the first time in 13 years to signal their intention to meet new consumer expectations. New additions to the site included a find in-store option feature, an excellent product information, gift wrapping features, an expanded customer service through phone and e-mail, and a generous shipping and return policy that has since been recently augmented to consider the pandemic-induced disruptions. 

Of course, these leaps in Gucci’s digital transformation are helped in part because of their early adoption of the online world. And while the rest of the luxury world has lost valuable time catching up with the shifting trends in a more digitally-centric world, Gucci has been able to rally loyal customers and uphold its lustrous image through its proactive implementation of its digital strategy while retaining the quintessential aura of exclusivity luxury brands have. 

At the same time, Gucci has benefited enormously from the hip hop culture that has promoted the luxury brand for years. From Kanye West dubbing the new phrase to turn “What’s good?” to “What’s Gucci?” to the 2017 rap hit Gucci Gang visibly flaunting the brand, it’s clear the Kering subsidiary is an admirable luxury house. 

Not surprisingly, this dominance over hip hop culture has also spurred Gucci’s popularity with younger consumers even more than before. In the first half of 2018, Gucci broke record sales, most of which came from consumers under 35. “What this means for Gucci is that its combination of an excellent online experience, admirable consumer affinity, and embrace for innovation has led to the kind of growth that surely translates to success in the years ahead,” says Juan Manuel Gonzalez, founder of UI/UX and luxury marketing agency G & Co.  ‍

Omnicha nnel Strat egy Development ‍

As big as an emphasis as Gucci has put on their online strategy, there’s certainly no denying the luxury brand is reshaping its image for the new age. As of 2017, Gucci had remodeled over a quarter of its boutiques to integrate the in-store shopping experience with its cutting edge digital platform. 

On the more corporate side, Gucci added a 37,000 square foot manufacturing facility in Italy named the Gucci ArtLab to meet the growing demand and produce leather goods in a more sustainable manner—all while staying true to its promise of banning the use of fur in its products. As part of Michele’s long-term creative vision, the Gucci ArtLab serves to house innovative and artistic expression to nurture the brand’s embrace of bold ideas, much like the ones that have elevated Gucci to where it is today. 

It’s impressive, to say the least, the kind of success the Bizzarri-Michele team has demonstrated. Gucci’s hands-off management approach and understanding that the creative side is never to be capped, along with the digital transformation that’s captured the attention of the growing millennial segment in luxury , has led to the sort of admirable expansion of the Gucci brand name that seems to only herald greater growth ahead. We’re excited to see what more there is to come from Gucci’s advertising strategy.  ‍

Exploring the story of Gucci’s rise to the top, the teamwork of Bizzarri and Michele, adventurous creative projects, and smart use of digital technology appear as key elements. As Gucci cleverly fits into current cultural trends and smoothly becomes a part of the digital world, it shares a story filled with useful tips and insights for luxury brands trying to find their way at the crossroads of tradition, innovation, and the digital world.

Their detailed plan, where creativity and planned digital growth join forces, shows a fascinating way forward for brands, carefully balancing respected tradition and lively modern ways. While respecting its rich history, Gucci boldly steps into the digital future, lighting the way for others to bravely follow. From their energetic move to digital to embracing and blending modern cultural changes, their strategies are a beautiful mix of bravery and elegance.

At G & Co., we see not only the bold moves and victories in Gucci's adventures but also notice the detailed plans and special decisions that have launched their successful journey. Building stories for luxury brands, where the excitement of creativity and the accuracy of using data and strategies are super important, needs a strong understanding and skill - an area where we firmly place our expertise.

For those fascinated by luxury and fashion marketing, G & Co. acts as a strong partner. We create unique marketing and advertising plans , carefully lining them up with the dream-like essence of your picky target markets. By combining a past marked by data-driven results with a flexible approach to local and international landscapes, we bring to the table a vital mix of creative energy and strategic wisdom , necessary for winning in this always-changing industry.

Working with G & Co. goes beyond normal agency relationships; it's like teaming up with an expert in the tricky details of the industry, one who is totally committed to delivering real, countable results in a world where the dazzling and data-driven live together.

We invite you to start a journey where your brand’s history and future are turned into a story that connects, captures attention, and converts.

Submit an inquiry to G & Co. on our contact page or click on the blue "Click to Contact Us" button on the bottom right corner of your screen for your convenience. We look forward to hearing from you.

How muc h does Gucci spend o n digital marketing and advertising ? ‍

The most recent annual figures for Gucci’s advertising spend is roughly $567 million, an estimated 11% of Gucci’s revenue.  ‍

What did Gucci do f or a digi tal transformation? ‍

Gucci’s digital transformation is unique in that it was one of the first brands to embrace eCommerce in the early 2000s. Thanks to Kering’s early conviction that the online medium would ultimately become necessary, and the bold leadership at Gucci, the luxury brand has gone further to encompass features such as a “find in-store” feature, descriptive product information, gift wrapping features, and customer service through phone and email—all components of a strong online strategy that is certain to give Gucci the edge over its competition.  ‍

What is Gu cci’s digital strategy? ‍

Gucci’s digital strategy recognizes who their target audience is, knowing where they spend their time and meeting them where they are to engage them. 

Given that Gucci’s social media exposure includes inviting artists like GucciGhost to recreate their patterns as part of their advertising strategy, we can only assume that the luxury brand’s efforts to reach out to their younger audience are certainly working. 

Kering, the parent company to Gucci, has shifted its communication budget to 40% digital, up from 20% just four years ago. This can only mean that Gucci sees greater returns for investing in its digital marketing strategy . As a luxury marketing agency, we commend this approach and are confident it will mean even more growth in Gucci’s long-term vision.   ‍

What is Gucci’s cu stomer ex perience (CX)? ‍

No matter the medium, Gucci has taken an approach of “brand first, channel second” for its customer experience. That philosophy is essentially what has propelled the brand to invest in its omnichannel strategy to more fully engage shoppers either in-person or online. The consistency with which Gucci has tried and excellently carried out is part of the reason why it has stood out for consumers and only accelerated the brand’s digital presence. ‍

Who is Gucci’s tar get market/custo mer? ‍

Half of Gucci’s sales are attributed to consumers 35 years old and younger, meaning their target market is the millennial and Generation Z consumers who are typically more online savvy than most other consumers. Gucci’s target customers are those who value self-expression and want a brand that values creativity and innovation.  ‍

Wh at is luxury bra nd digital marketing , how is it different? ‍

Because of the brand positioning, a luxury brand’s digital strategy will have to look different than any other brand’s in terms of how it engages with customers, showcases its products, and communicates its value. 

Instead of the push promotion strategy, luxury brands need to pull consumer interest through relevant and engaging content. How a luxury brand chooses to pull that interest is for them to choose. 

Have a question about luxury digital marketing? Shoot us an email at [email protected] . ‍

Why is U I/UX impo rtant for luxury brand eCommerce stores?‍ ‍

A good user interface (UI) and user experience (UX) is essential for any eCommerce store in that it helps browsers easily navigate a website for the sole purpose of making their customer journey easier to finish. Most importantly, an eCommerce store is a window into a brand’s image; the first impression a browser makes when coming across a shop can easily determine whether or not they will continue browsing and ultimately purchase something.‍ ‍

Why is eCommerce important f or any luxury business?‍ ‍

In the rapidly changing world we live in, it’s important now more than ever for brands to adapt to evolving consumer needs. And that includes meeting them where they are. ‍As an advertising agency and eCommerce shop, we know the value in a consumer-centric strategy to help luxury brands excel for the future.  ‍

How is eCommerce different for luxury and non luxury brands?‍ ‍

It’s not enough for luxury brands to have a branded site just to check the box off on eCommerce. Consumers today want an experience that matches the quality of a luxury product they purchase. That’s why luxury brands place a great emphasis on tailoring their approach to play on consumer sentiment and meet the mark of exclusivity.

More Resources

• 2024 Elections and Brands: Business of Fashion x G & Co.
• [VIDEO] The State of Digital Experience in Retail 2024
• The New Consumer Landscape and Work-From-Home Impact | The Retail & Consumer Index
• Retail Trends and Predictions for the U.S. Holiday Season | The Retail & Consumer Index
• Top Retail Market Research Agencies to Work With - May 2024
• eCommerce UX: Essential Design Strategies and Principles
• What is Competitive Intelligence and How Retailers Can Leverage It for a Competitive Advantage
• A Guide to Incorporating Competitive Intelligence in Your eCommerce Strategy
• How to Develop a Competitive Retail Customer Experience Strategy
• What is Retail Analytics + a List of Top 9 Analytics Software Solutions
• How To Perform a Retail Competitor Analysis (With Benefits)
• Top Digital Transformation Agencies & Consulting Firms to Work With - May 2024
• Top Best Retail Consulting Firms to Work With - May 2024
• Top Product Design Agencies to Work With - May 2024
• Top Fashion & Luxury Creative & Media Agencies to Work With - May 2024
• Top Fashion & Luxury Marketing & Advertising Agencies to Work With - May 2024
• Retail Industry Analysis: State of Retail, Outlook, Market Growth
• Top Mobile App Agencies to Work With - May 2024
• Top Shopify Plus Agencies to Work With - May 2024
• Top Digital Product Agencies to Work With - May 2024
• Warby Parker—an Advertising and Marketing Strategy Case Study
• UI/UX Design Deliverables from an eCommerce Agency
• User Experience - UX Resource 2023
• Top 10 Best Performing Brands in 2021 - G & Co. Innovation Index®
• Top Global Retail, Fashion, and Luxury Industry Index 2023: The State of Brands' Digital Performance & Strategy
• LVMH, Digital Advertising & Strategy Case Study
• Guide to Luxury Marketing Strategy: A Luxury Marketing Agency’s Take on What Brands Should Know
• Retail and Apparel Benchmark Index 2022: The State of Consumer Brands' Customer Experience
• Luxury eCommerce: Reshaping through Digital in 2023
• Hermès, an eCommerce Case Study
• Guide to Luxury Digital Strategy: A Luxury Digital Agency’s Take on What High-End Brands Should Know
• Louis Vuitton, an eCommerce Case Study
• Luxury Brands in 2023: Digital Marketing and Customer Experience (CX)
• Guide to Luxury Digital Agencies: What to Look for in a Digital Partner
• Louis Vuitton, a Digital Advertising & Strategy Case Study
• Kering, a Luxury Digital Advertising & Strategy Case Study
• Guide to DTC Marketing Strategy: A DTC Marketing Agency’s Take on What Brands Need to Know
• Gucci, an eCommerce Case Study
• Guide to DTC Digital Agencies: What to Look for in a Digital Partner
• Activewear & Athleisure Industry Index 2021: The State of Activewear Brands' Digital Performance & Strategy
• G & Co. IQ Mapping - Benchmarking Brand & Customer Experiences through Data & Strategy
• Five Industries Poised to Win the 2021 Holiday Shopping Season & Beyond
• DTC Digital Marketing: from a DTC Digital Agency
• Fashion and Apparel, and Luxury Brands in 2021: eCommerce and Direct-to-Consumer (DTC) Strategy and Insight
• Fashion & Apparel Industry Index 2021: The State of Fashion Brands' Digital Performance & Strategy
• What is DTC Marketing?: A Beginner's Guide to Direct-to-Consumer (DTC)
• Fashion & Apparel Brands in 2021: Direct to Consumer (DTC) and User Experience (UX) - Industry Insights & Strategy
• Customer Experience in 2021: What to Learn from the Best Performing Brands in the Fashion, Retail, and Apparel Industry
• Fashion, Apparel, & Luxury: Key Themes for the Industry in 2021 - Digital Insight and Strategy
• Chanel, an eCommerce Case Study
• Customer Experience - CX Survey 2021

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

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

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

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

• Bahasa Indonesia
• Sign out of AWS Builder ID
• AWS Management Console
• Account Settings
• Billing & Cost Management
• Security Credentials
• AWS Personal Health Dashboard
• Support Center
• Expert Help
• Knowledge Center
• AWS Support Overview
• AWS re:Post

Customer Stories / Advertising & Marketing

Delivering Ultralow Latency Machine Learning for Amazon Ads

Amazon Ads employed Amazon ElastiCache and Amazon Kinesis to process billions of impressions every day at ultralow latency. Now, the company’s machine learning models recommend relevant products to customers in 20 markets.

Industry Challenge

Amazon Ads strives to deliver relevant and engaging suggestions to online shoppers at a scale of tens of billions of impressions each day. Shopping trends are ever changing, challenging engineers to deliver quality results for all those products. “We need to deal with hundreds of millions of deep learning requests per second for online influencing within a very small amount of latency,” says Shenghua Bao, senior manager of applied science—Sponsored Products for Amazon Ads. The company uses Amazon Web Services (AWS) offerings to meet this demand.

Amazon Ad’s Solution

Amazon Ads approached the machine learning challenges from two angles: product understanding, which is fairly stable, and trend understanding, which evolves continuously. To develop product understanding, Amazon Ads employs a deep learning approach that learns embedding representations to calculate the similarity between the product and the query. The product embeddings are trained on the descriptions and titles of Amazon products with over one billion trainable parameters. As Amazon has over a billion products, Amazon Ads needs an efficient way to deliver its service.

The solution must scale up to hundreds of millions of product embedding requests per second, which could easily consume several terabits per second of bandwidth. To scale efficiently, Amazon Ads has implemented a scalable hybrid approach using Amazon ElastiCache , an in-memory caching service supporting flexible, near-real-time use cases. The most popular products are stored in a local cache and the less popular products in a remote cache, thereby reducing network cost significantly by limiting remote cache access.

Yet product understanding alone cannot deliver relevant recommendations without near-real-time trend analysis. To process product engagement in near real time, Amazon Ads uses Amazon Kinesis , which offers key capabilities to cost-effectively process streaming data at nearly any scale. To handle high bot-traffic impacts on shopping trend understanding, Amazon Ads developed an in-house bot-traffic detection system and processes online traffic by request to make results less sensitive to interference. Processing traffic by request distributes bot traffic evenly across hosts, reducing the effects of any artificial spikes caused by bots. To address feature publishing congestion, Amazon Ads uses Amazon Simple Queue Service (Amazon SQS) to prioritize near-real-time traffic over batch features to make the best use of compute resources and stay ahead of rapidly changing trends.

We need to track shopping trends from tens of billions of product views each day, requiring real-time access within milliseconds at p99 latency. These capabilities are made possible using AWS services.”

Shenghua Bao Senior Manager, Applied Science—Sponsored Products, Amazon Ads

Benefits of Using AWS

Combining deep product understanding and near-real-time shopping trend analysis facilitates ultralow latency results at scale for Amazon Ads. “We need to serve embedding representations of billions of products online, and we also need to track shopping trends from tens of billions of product views each day, both requiring real-time access within milliseconds at p99 latency,” says Bao. “These capabilities are made possible using AWS services.”

The scale of deep learning features and models continues to grow as Amazon Ads expands to new marketplaces. “Thanks to AWS technology, we are expanding the machine learning solutions to 20 marketplaces worldwide,” says Bao. Amazon Ads also uses AWS infrastructure to scale down and achieve cost savings after peak shopping seasons, such as the winter holidays.

About Amazon Ads

Amazon Ads offers a range of products and information to help customers—registered sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, app developers, and agencies—achieve advertising goals. With insights, reach, and premium entertainment properties from music to streaming, users can connect with the right audiences in the right places, both on and off Amazon.

AWS Services Used

Amazon elasticache.

Amazon ElastiCache is a fully managed, Redis- and Memcached-compatible service delivering real-time, cost-optimized performance for modern applications.

Learn more »

Amazon Kinesis

Amazon Kinesis cost-effectively processes and analyzes streaming data at any scale as a fully managed service.  Learn more »

Amazon Simple Queue Service (SQS) lets you send, store, and receive messages between software components at any volume, without losing messages or requiring other services to be available. Learn more »

Get Started

Organizations of all sizes across all industries are transforming their businesses and delivering on their missions every day using AWS. Contact our experts and start your own AWS journey today.

Ending Support for Internet Explorer

• Discounts and promotions
• Delivery and payment

Cart is empty!

Case study definition

Case study, a term which some of you may know from the "Case Study of Vanitas" anime and manga, is a thorough examination of a particular subject, such as a person, group, location, occasion, establishment, phenomena, etc. They are most frequently utilized in research of business, medicine, education and social behaviour. There are a different types of case studies that researchers might use:

• Collective case studies

• Descriptive case studies

• Explanatory case studies

• Exploratory case studies

• Instrumental case studies

• Intrinsic case studies

Case studies are usually much more sophisticated and professional than regular essays and courseworks, as they require a lot of verified data, are research-oriented and not necessarily designed to be read by the general public.

How to write a case study?

It very much depends on the topic of your case study, as a medical case study and a coffee business case study have completely different sources, outlines, target demographics, etc. But just for this example, let's outline a coffee roaster case study. Firstly, it's likely going to be a problem-solving case study, like most in the business and economics field are. Here are some tips for these types of case studies:

• Your case scenario should be precisely defined in terms of your unique assessment criteria.

• Determine the primary issues by analyzing the scenario. Think about how they connect to the main ideas and theories in your piece.

• Find and investigate any theories or methods that might be relevant to your case.

• Keep your audience in mind. Exactly who are your stakeholder(s)? If writing a case study on coffee roasters, it's probably gonna be suppliers, landlords, investors, customers, etc.

• Indicate the best solution(s) and how they should be implemented. Make sure your suggestions are grounded in pertinent theories and useful resources, as well as being realistic, practical, and attainable.

• Carefully proofread your case study. Keep in mind these four principles when editing: clarity, honesty, reality and relevance.

Are there any online services that could write a case study for me?

Luckily, there are!

We completely understand and have been ourselves in a position, where we couldn't wrap our head around how to write an effective and useful case study, but don't fear - our service is here.

We are a group that specializes in writing all kinds of case studies and other projects for academic customers and business clients who require assistance with its creation. We require our writers to have a degree in your topic and carefully interview them before they can join our team, as we try to ensure quality above all. We cover a great range of topics, offer perfect quality work, always deliver on time and aim to leave our customers completely satisfied with what they ordered.

The ordering process is fully online, and it goes as follows:

• Select the topic and the deadline of your case study.

• Provide us with any details, requirements, statements that should be emphasized or particular parts of the writing process you struggle with.

• Leave the email address, where your completed order will be sent to.

• Select your payment type, sit back and relax!

With lots of experience on the market, professionally degreed writers, online 24/7 customer support and incredibly low prices, you won't find a service offering a better deal than ours.

Experience new growth possibilities with Microsoft Advertising today >

Japan delivers high-value audience reach for trivago

Trivago logo

Expanding to new horizons

When Microsoft Advertising launched in Japan in May 2022, trivago was keen to be one of the first advertisers to run search and native campaigns targeting Microsoft Advertising’s high-quality audience.

In Japan, Microsoft has strong rates of Edge browser usage, Microsoft Bing, and high Windows PC adoption. By working directly with Japanese agencies and digital marketers, Microsoft Advertising can empower more marketers to reach over 1 billion audiences via search and native solutions targeting high-quality audiences across Microsoft properties, globally.

For trivago , having the opportunity to reach new audiences around the world is key. The metasearch allows travelers to make informed decisions by personalizing their search for accommodations and providing them with access to more than 5 million hotels and other types of accommodation in over 190 countries.

When trivago’s Head of Performance Marketing, Bruno Frangen, heard Microsoft Advertising was expanding into Japan, he didn't want to miss the opportunity to reach new audiences. "Considering Microsoft Advertising’s rich data and knowing that the quality of trivago users in Japan is very high, we thought it was a great opportunity," explains Bruno.

"There's a lot of value in the market. We were eager to see what we could get out of Japan".

“We can’t ignore the potential of Microsoft Advertising. It makes a difference and it makes sense for us to be here [in Japan]”

— Bruno Frangen, Head of Performance Marketing, trivago

How trivago maximized audiences in Japan

Getting started was easy for trivago. Thanks to its previous experience in the market, the company already knew what users were searching for in Japan and which destinations were the most popular.

"The whole process was very smooth," says Bruno. "We used existing campaign content and our knowledge of operating in Japan with other search engines to quickly create new campaigns in the Microsoft Advertising platform."

They started out with the basics: Text ads. And to avoid having to manually monitor performance, trivago decided to try the Target cost per acquisition CPA automated bidding strategy to save time and improve ad efficiency. Once everything was set up, the volume started to come in.

Higher conversion at a cheaper cost

The ratio of clicks that converted to actual bookings was 20% higher on Microsoft Advertising, while it was 25% cheaper in cost per click (CPC) from June through July 2022, despite lower volume compared to competitors.

“Even if the volume is smaller than Google or Yahoo, with this amount of traffic, we just can’t ignore the potential of Microsoft Advertising,” said Bruno. “It makes a difference, and it makes sense for us to be here”.

Now, trivago achieves more booking value with the same investment than other search platforms.

“At the moment, we’re having around 50% less price of buying the booking value compared to others,” admits Bruno.

The high quality of the Microsoft Advertising audience has been a differential factor for trivago.

“The type of traffic we’re getting from Microsoft is usually desktop heavy, and they come with higher likelihood of making the purchase compared to the mobile users”.

"Considering Microsoft Advertising’s rich data and knowing that the quality of trivago users in Japan is very high, we thought it was a great opportunity.”

See a summary

Download the infographic to take the trivago story with you.

Stay informed

Sign up for the Microsoft Advertising Insider newsletter to keep up with the latest insights, product news, tips and tricks, thought leadership, customer case studies, and resources.

Recommended for you

New bid strategies for audience ads and other product updates.

Learn about our new bid strategies for Audience ads: Maximize Conversions and Target CPA.

November 07, 2023

The impact of highly visual ads done right

Through highly visual Multimedia Ads, Reservations.com was able to scale their reach to more travelers with a strict goal for their ROAS.

January 11, 2023

HDFC Life runs an awareness drive during the India Premier League

Learn how HDFC Life ran a branding campaign with Microsoft Advertising to attract Indian Premier League viewers and drive brand awareness.

November 14, 2022

Your company may already be a member. View our member list to find out, or create a new account .

Forgot Password?

Content Library

You can search our content library for case studies, research, industry insights, and more.

You can search our website for events, press releases, blog posts, and more.

Be the Ad You Want to See in the World with Full Spectrum: Guidelines for Responsible Cannabis Advertising

May 9, 2024    

Learn more about how to advertise in the highly regulated sector through case studies, best practices, how-to checklists, and the Cannabis Media Council's own exemplary success of their CLIO-Award winning consumer PSA campaign, I'm High Right Now.

This Is an ANA Member Exclusive

Access to this item is reserved for ANA members only.

Already have an account? The industry's best insights and resources await:

No Account?

Use your business email address to create your free account ; if you're a member through your company, we'll know.

Members can access their benefits as soon as they sign up and log in.

Not a Member?

You can still create a free account to access the latest from our online publication, ANA Magazine , receive content and special event offers through our newsletters, get breaking industry updates, and so much more.

The content you're trying to see is available to:

• ANA Client-Side Marketer Tier Members
• Platinum Tier Members
• Gold Tier Members
• Silver Tier Members
• Individual Members

Discover everything the ANA can do to help drive growth for your organization. Connect with our membership team.

• Share full article

Advertisement

Supported by

Study Suggests Genetics as a Cause, Not Just a Risk, for Some Alzheimer’s

People with two copies of the gene variant APOE4 are almost certain to get Alzheimer’s, say researchers, who proposed a framework under which such patients could be diagnosed years before symptoms.

By Pam Belluck

Scientists are proposing a new way of understanding the genetics of Alzheimer’s that would mean that up to a fifth of patients would be considered to have a genetically caused form of the disease.

Currently, the vast majority of Alzheimer’s cases do not have a clearly identified cause. The new designation, proposed in a study published Monday, could broaden the scope of efforts to develop treatments, including gene therapy, and affect the design of clinical trials.

It could also mean that hundreds of thousands of people in the United States alone could, if they chose, receive a diagnosis of Alzheimer’s before developing any symptoms of cognitive decline, although there currently are no treatments for people at that stage.

The new classification would make this type of Alzheimer’s one of the most common genetic disorders in the world, medical experts said.

“This reconceptualization that we’re proposing affects not a small minority of people,” said Dr. Juan Fortea, an author of the study and the director of the Sant Pau Memory Unit in Barcelona, Spain. “Sometimes we say that we don’t know the cause of Alzheimer’s disease,” but, he said, this would mean that about 15 to 20 percent of cases “can be tracked back to a cause, and the cause is in the genes.”

The idea involves a gene variant called APOE4. Scientists have long known that inheriting one copy of the variant increases the risk of developing Alzheimer’s, and that people with two copies, inherited from each parent, have vastly increased risk.

The new study , published in the journal Nature Medicine, analyzed data from over 500 people with two copies of APOE4, a significantly larger pool than in previous studies. The researchers found that almost all of those patients developed the biological pathology of Alzheimer’s, and the authors say that two copies of APOE4 should now be considered a cause of Alzheimer’s — not simply a risk factor.

The patients also developed Alzheimer’s pathology relatively young, the study found. By age 55, over 95 percent had biological markers associated with the disease. By 65, almost all had abnormal levels of a protein called amyloid that forms plaques in the brain, a hallmark of Alzheimer’s. And many started developing symptoms of cognitive decline at age 65, younger than most people without the APOE4 variant.

“The critical thing is that these individuals are often symptomatic 10 years earlier than other forms of Alzheimer’s disease,” said Dr. Reisa Sperling, a neurologist at Mass General Brigham in Boston and an author of the study.

She added, “By the time they are picked up and clinically diagnosed, because they’re often younger, they have more pathology.”

People with two copies, known as APOE4 homozygotes, make up 2 to 3 percent of the general population, but are an estimated 15 to 20 percent of people with Alzheimer’s dementia, experts said. People with one copy make up about 15 to 25 percent of the general population, and about 50 percent of Alzheimer’s dementia patients.

The most common variant is called APOE3, which seems to have a neutral effect on Alzheimer’s risk. About 75 percent of the general population has one copy of APOE3, and more than half of the general population has two copies.

Alzheimer’s experts not involved in the study said classifying the two-copy condition as genetically determined Alzheimer’s could have significant implications, including encouraging drug development beyond the field’s recent major focus on treatments that target and reduce amyloid.

Dr. Samuel Gandy, an Alzheimer’s researcher at Mount Sinai in New York, who was not involved in the study, said that patients with two copies of APOE4 faced much higher safety risks from anti-amyloid drugs.

When the Food and Drug Administration approved the anti-amyloid drug Leqembi last year, it required a black-box warning on the label saying that the medication can cause “serious and life-threatening events” such as swelling and bleeding in the brain, especially for people with two copies of APOE4. Some treatment centers decided not to offer Leqembi, an intravenous infusion, to such patients.

Dr. Gandy and other experts said that classifying these patients as having a distinct genetic form of Alzheimer’s would galvanize interest in developing drugs that are safe and effective for them and add urgency to current efforts to prevent cognitive decline in people who do not yet have symptoms.

“Rather than say we have nothing for you, let’s look for a trial,” Dr. Gandy said, adding that such patients should be included in trials at younger ages, given how early their pathology starts.

Besides trying to develop drugs, some researchers are exploring gene editing to transform APOE4 into a variant called APOE2, which appears to protect against Alzheimer’s. Another gene-therapy approach being studied involves injecting APOE2 into patients’ brains.

The new study had some limitations, including a lack of diversity that might make the findings less generalizable. Most patients in the study had European ancestry. While two copies of APOE4 also greatly increase Alzheimer’s risk in other ethnicities, the risk levels differ, said Dr. Michael Greicius, a neurologist at Stanford University School of Medicine who was not involved in the research.

“One important argument against their interpretation is that the risk of Alzheimer’s disease in APOE4 homozygotes varies substantially across different genetic ancestries,” said Dr. Greicius, who cowrote a study that found that white people with two copies of APOE4 had 13 times the risk of white people with two copies of APOE3, while Black people with two copies of APOE4 had 6.5 times the risk of Black people with two copies of APOE3.

“This has critical implications when counseling patients about their ancestry-informed genetic risk for Alzheimer’s disease,” he said, “and it also speaks to some yet-to-be-discovered genetics and biology that presumably drive this massive difference in risk.”

Under the current genetic understanding of Alzheimer’s, less than 2 percent of cases are considered genetically caused. Some of those patients inherited a mutation in one of three genes and can develop symptoms as early as their 30s or 40s. Others are people with Down syndrome, who have three copies of a chromosome containing a protein that often leads to what is called Down syndrome-associated Alzheimer’s disease .

Dr. Sperling said the genetic alterations in those cases are believed to fuel buildup of amyloid, while APOE4 is believed to interfere with clearing amyloid buildup.

Under the researchers’ proposal, having one copy of APOE4 would continue to be considered a risk factor, not enough to cause Alzheimer’s, Dr. Fortea said. It is unusual for diseases to follow that genetic pattern, called “semidominance,” with two copies of a variant causing the disease, but one copy only increasing risk, experts said.

The new recommendation will prompt questions about whether people should get tested to determine if they have the APOE4 variant.

Dr. Greicius said that until there were treatments for people with two copies of APOE4 or trials of therapies to prevent them from developing dementia, “My recommendation is if you don’t have symptoms, you should definitely not figure out your APOE status.”

He added, “It will only cause grief at this point.”

Finding ways to help these patients cannot come soon enough, Dr. Sperling said, adding, “These individuals are desperate, they’ve seen it in both of their parents often and really need therapies.”

Pam Belluck is a health and science reporter, covering a range of subjects, including reproductive health, long Covid, brain science, neurological disorders, mental health and genetics. More about Pam Belluck

The Fight Against Alzheimer’s Disease

Alzheimer’s is the most common form of dementia, but much remains unknown about this daunting disease..

How is Alzheimer’s diagnosed? What causes Alzheimer’s? We answered some common questions .

A study suggests that genetics can be a cause of Alzheimer’s , not just a risk, raising the prospect of diagnosis years before symptoms appear.

Determining whether someone has Alzheimer’s usually requires an extended diagnostic process . But new criteria could lead to a diagnosis on the basis of a simple blood test .

The F.D.A. has given full approval to the Alzheimer’s drug Leqembi. Here is what to know about i t.

Alzheimer’s can make communicating difficult. We asked experts for tips on how to talk to someone with the disease .

Thank you for visiting nature.com. You are using a browser version with limited support for CSS. To obtain the best experience, we recommend you use a more up to date browser (or turn off compatibility mode in Internet Explorer). In the meantime, to ensure continued support, we are displaying the site without styles and JavaScript.

• View all journals
• My Account Login
• Explore content
• About the journal
• Publish with us
• Sign up for alerts
• Open access
• Published: 13 May 2024

Analysis of distribution method of designed air quantity in coal mine ventilation—a case study

• Yongyin Wang 1 , 2 ,
• Qizhi Pan 1 , 2 ,
• Lin Gao 1 , 2 , 3 , 4 ,
• Yunqin Cao 1 , 2 ,
• Ping Liu 1 , 2 ,
• Hanhua Yi 1 , 2 &
• Changsi Gao 1 , 2  

Scientific Reports volume  14 , Article number:  10917 ( 2024 ) Cite this article

Metrics details

• Energy science and technology
• Engineering

In a coal mine, air leakage exists in some roadways through doors and other ventilation structures inevitably. Based on this opinion, there are different views on whether these roadways must be assigned airflow in coal mine ventilation design. This paper analyses some relevant regulations and criteria on the designed air quantity of coal mines. Then, based on the ventilation design of the Guizhou Yizhong Coal Mine, through the study of the calculation of needed air quantity of every working place and its distribution method in coal mine ventilation design, this paper puts forward that explosion-proof door, safety exit, and other short distance roadways with ventilation structures need not assign airflow in coal mine ventilation design, while some long-distance roadways need. Additionally, it presents the main reason to support this opinion, gives the distribution method of inner air leakage quantity, which comes with the calculation of the designed mine total air quantity, puts forward the remedy method for the air leakage through ventilation structures in a coal mine ventilation system, then offers the mine operator with the basic opinions for the day-to-day planning and effective operation of a coal mine ventilation system.

Introduction

Safety Regulations of Coal Mine (China) 1 and other regulations and criteria 2 , 3 , 4 , 5 , 6 , 7 all stipulate the calculation method of the designed mine total air quantity and its distribution method.

The calculation method of air quantity is as follows 1 , 2 , 3 , 4 , 5 , 7 , 8 , 9 , 10 .

Firstly, calculate the needed air quantity according to the maximum number of workers who work underground simultaneously. Secondly, calculate the required air quantity of each working face, developing face, chamber, and other roadways which need airflow according to gas emission rate, air absorption volume of the auxiliary fans, explosive consumption, and others. Especially, the air quantity of other roadways in a newly designed coal mine can be calculated as 3–5% of the total air quantity of the calculated working face, developing face, and chambers. Thirdly, the maximum value of the first two steps multiplied by the mine ventilation coefficient is the total mine air quantity of the designed coal mine. Mine ventilation coefficient includes the inner air leakage and the uneven air quantity distribution within the mine. It is a comprehensive index reflecting the underground ventilation structures and ventilation management level.

The air distribution method on needs in coal mine design is as follows 1 , 2 , 3 , 4 , 5 , 7 , 8 , 9 , 10 .

Firstly, distribute airflow to every working face, developing face, chamber, and other roadways according to calculated air quantity. The remaining airflow is allocated to other air-demand sites according to a certain proportion to ensure the safety of pedestrians and roadways.

It’s essential to calculate the required air quantity and to distribute airflow on needs in underground coal mine ventilation design, because the calculation of mine ventilation resistance is based on the distributed airflow and the coefficient of frictional resistance of the mine.

The main fan is selected according to the calculated mine ventilation resistance and the required air quantity, which further affects mine production, mine safety, fan efficiency, and electricity consumption 11 , 12 , 13 , 14 .

Different opinions about the distribution of designed total mine air quantity

A coal mine ventilation system consists of interconnected roadways, working locations, chambers, and ventilation structures. According to airflow distribution method on needs, the designed total mine air quantity must distribute to every air-demand location.

There are two different understandings of air-demand locations, especially for some roadways with ventilation structures. A focus of the discussion was on whether these roadways with ventilation structures need to be assigned airflow in mine ventilation design. The traditional distribution method of designed air quantity adheres that due to air leakage existing through ventilation structures, all underground roadways with ventilation structures, including explosion-proof doors, safety exits, short cross-cut, and others, all need to be distributed with airflow 1 , 2 , 3 , 5 . According to this opinion, not only the working face, developing face, and chamber need to be distributed with airflow; other roadways with ventilation structures also need to be distributed with airflow. The new opinion on distribution method of designed air quantity adheres that most of the underground roadways with ventilation structures, including explosion-proof doors, safety exits, short cross-cut, and others, do not need to be distributed with airflow 1 , 2 , 3 , 5 , 11 ; if some of them need to be distributed with airflow should set up regulators. According to the different opinions of the air-needed locations, there are considerable differences in the calculated air quantity requirement and the distribution method of air quantity, which further influence the selection of main fan and fan efficiency, and finally affect mine production, mine safety, and the power consumption of coal mine ventilation.

The suitable mine design of ventilation plays a vital role in mine productivity, profit, and safety. Purpose of this paper is to analyze which roadway is required to be distributed with air quantity, put forward a reasonable method to distribute air quantity in coal mine ventilation design, and then provide the mine operator with the essential opinions and effective operations for day-to-day management in a coal mine ventilation system.

Literature survey

Currently, many regulations and criteria of coal mine stipulate the calculation and distribution method of mine air quantity. For example, the Safety Regulations of Coal Mine 1 provide the calculation method of air quantity, the distribution method of air quantity in coal mine design, and the acceptable maximum and minimum air velocity of each roadway and working place. The other regulations and criteria 2 , 3 , 4 , 5 stipulate the calculation and distribution methods of mine air quantity, provide technical requirements about air quantity and air velocity also. Professional technical books 8 , 9 , 15 about coal mines provided mine air quantity calculation methods and distribution methods also. However, these regulations, criteria, and professional books are not clearly stated which roadway needs airflow in coal mine design, and which need not, especially for short-distance roadways with ventilation structures.

Ventilation system analysis for underground coal mines has remained mostly unchanged since the Atkinson method was made famous by McElroy in 1935 10 , 16 . Data available to ventilation technicians and engineers are typically limited to in-situ 10 , 11 , 16 , 17 . Thus, there are few papers on mine ventilation design, except for some papers on mine ventilation safety. For example, Wang et al. 11 , 18 analyzed the distribution method of designed air quantity in mine ventilation design. They provided the idea that some-short distance roadways need not be distributed with airflow, but didn’t analyze it in detail to support this idea. Watson et al. and Hartman et al. 16 , 19 presented a new technique for estimating underground drift friction factors that work by processing 3D point cloud data obtained by a mobile LiDAR. Develo et al. 20 optimized the ventilation system of a zinc mine by replacing the existing western orefield fans with more giant fans from the inactive southern orefield workings to increase the airflow of the western orefield and to reduce the ventilation cost according to simulation results of the Wentsim™ software. Pach et al. 21 introduced a new method for lowering ventilation costs based on an algorithm that allows the determination of the resistance of stopping, the head of the fans, and the air quantity for which air distribution is optimal. As a result, the total power output of the fans is at the lowest level, which yields a reduction in ventilation costs using this new method. To reduce the operating expenses of ventilating and cooling underground mines permanently, Du Plessis et al. 22 discussed some strategies to reduce energy consumption by using optimizing cooling and ventilation network simulation models. Heriyadi et al. 23 examined the importance of evaluating and analyzing the need for ventilation systems in underground coal mines with a case study of several mines operating in Sawahlunto. These papers mainly focus on mine friction factors and ventilation costs, rarely discuss the calculation and distribution of mine air quantity during coal mine design. Particularly, they didn’t give further discussion of whether these roadways with ventilation structures need to be distributed with airflow, such as short crossheading, ventilation bypass, and so on.

A case study: ventilation design of Guizhou Yizhong Coal Mine

Overview of the safety conditions of guizhou yizhong coal mine.

The designed mine capacity of Guizhou Yizhong Coal Mine is 0.6 Mt/a. Coal seams in the minefield are roughly in east–west direction with strike length of 4.5 km, incline width of 2.5 km in the west, and 1.2 km in the east. Coal seams No.9, No.11, No.12, No.14, and No.17 are minable with spacing ranging from 2 to 44 m. The thickness of minable coal seams varies from 0.81 to 3.18 m. The Guizhou Yizhong Coal Mine is mining the close spacing coal seam group, mainly thin and medium thick coal seams in which coal dust is explosive, and coal seam is not easy to spontaneous combustion. It’s a coal (rock) and gas outburst mine.

Overview of the mine design of Guizhou Yizhong Coal Mine

The design of the Yizhong Coal Mine adopts inclined shaft development, equipped with a main inclined shaft, a service inclined shaft, and an air-return inclined shaft. The main inclined shaft adopts a large dip angle belt conveyor to transport coal and also serves as an intake airway. The service inclined shaft is used for pedestrian, material transport, gangue transport, water supply pipeline laying, drainage pipeline laying, compressed air pipeline laying, and also services as an intake airway. The air-return inclined shaft is used for air-return roadway and gas drainage pipeline laying. The air-return inclined shaft is equipped with two air ducts and a safety exit near the ground.

The minefield is divided into a mining level. The horizontal elevation of the mining level is + 1400 m. Above + 1400 m in the west of the minefield is named 11 rise district. Below + 1400 m in the west of the minefield is designated as 21 dip district. The east of the minefield is quoted as 12 dip district. The district rise or district dip is located in the floor of No.17. It adopts cross-cuts to contact each coal seam. The first mining district is 11 rise district using the downward mining method between sections and between coal seams in the same section. Coal seam No.9 is the first mined coal seam, which thickness varies from 0.59 to 2.88 m.

There is one fully-mechanized longwall face, 2 gate developing faces, and one driving place in the floor of No.17 used as a gas drainage laneway for the designed commissioning period of the coal mine. Predicted relative gas emission rate is 93.84 m 3 /t, and the absolute gas emission rate is 118.48 m 3 /min during mining coal seam No.9.

The designed ventilation system is a centralized exhausting system. The working face, developing face, and district substation adopt separate airflow. The working face adopts a "U" ventilation system. The developing face is equipped with auxiliary fans using a blowing ventilation system.

The roadway layout of the designed commissioning period is shown in Fig.  1 .

Roadway layout and air distribution of the designed commissioning period of 11 district.

According to the ventilation design of the Guizhou Yizhong Coal Mine, the calculated air quantity of the designed commissioning period is shown in Table 1 .

The total air quantity of the working face, gate developing faces, driving face, gas drainage roadways, and chambers is 61 m 3 /s. According to Zhang 5 , the air requirement of other locations shall be calculated by a factor of 3–5% of the total of working face, developing face, and chamber in the ventilation design of a new mine. The calculated air quantity of other locations is 3.0 m 3 /s. If the central ventilation system is adopted, the mine ventilation coefficient is between 1.2 and 1.25. Thus, the total air quantity of the mine is 77 m 3 /s, increased by 13 m 3 /s. In other words, after considering other roadways and the mine ventilation coefficient, the total mine air quantity is increased by 16 m 3 /s.

The characteristic of the design for air distribution

The designed air distribution is based on the opinion that all underground roadways must be distributed with airflow. The distribution of air quantity for every working place and chamber is shown in Table 1 and Fig.  1 . The distribution of the increased airflow after considering other roadways and the mine ventilation coefficient is shown in Table 2 and Fig.  1 .

The characteristic of the design for air distribution is as follows:

Firstly, for roadways of the same cross-sectional area with doors, the designed air quantity is different. For example, the cross-sectional area of the 111 medium station and the 112 air-return cross-cut is 11.9 m 2 , but the designed airflow is 2 m 3 /s and 1 m 3 /s, respectively.

Secondly, most air velocity in roadways distributed with air quantity is lower than the acceptable minimum air velocity. For example, the air velocity in 112 air-return cross-cut and 11,902 haulage roadway is lower than 0.15 m/s, which is the allowable minimum air velocity of roadways in rock.

Thirdly, some of the roadways with ventilation structures are not equipped with air quantity, such as the safety exit of the air-return inclined shaft, the explosion-proof door of the air-return inclined shaft, the alternative air duct of the air-return inclined shaft, and the connecting lane between the 11,902 tailgate and 11,901 tailgate. Some of the roadway with flexible tubing through ventilation doors is distributed with air quantity while the others not. For example, the 111 medium station and the 113 haulage cross-cut is distributed with 2 m 3 /s air quantity, while the 11,902 bypass is not distributed with air quantity.

The problem of the design for air distribution

The main reasons for the design of air quantity distribution of Guizhou Yizhong Coal Mine are as follows: firstly, all underground roadways must be equipped with airflow because air leakage through doors is inevitable. Secondly, the mine ventilation coefficient is taken into account in the calculation of the mine total air quantity. Thus, the increased air quantity must be distributed to each leakage site. Based on this opinion, it caused some questions about the designed air quantity distribution of the Guizhou Yizhong Coal Mine.

The increased air quantity calculated by other locations and mine ventilation coefficient is insufficient for all these different locations and roadways with ventilation structures. The designer of Guizhou Yizhong Coal Mine has to distribute 2 m 3 /s or 1 m 3 /s to some roadways with doors, even some of the roadways are not equipped with air quantity because there is no more air quantity. It is contrary to the opinion that all underground roadways must be distributed with air quantity, especially for some roadways with doors that are not distributed with air quantity.

The air velocity in some roadways with doors will not meet the acceptable minimum air velocity. Regulations 1 , 2 , 3 , 5 stipulate that the allowable minimum air velocity of roadway in rock is 0.15 m/s and roadway in coal is 0.25 m/s. According to Table 2 , the air velocity of most roadways distributed with air quantity is lower than the allowable minimum air velocity. The reason for this still is no more air quantity for all these roadways. Currently, the cross-sectional area of underground roadways is usually above 12 m 2 in a fully mechanized coal mine, and the acceptable minimum air quantity is 2 m 3 /s (roadway in rock) or 3 m 3 /s (roadway in coal).

Roadway with doors is distributed with air quantity, which does not meet the tightness requirements of the building standards of doors. According to the building standards of doors, qualified doors should tighten enough to ensure no air leakage.

Based on the analysis above, on the one hand, it can be concluded that the increased air quantity calculated by other roadways and mine ventilation coefficient are insufficient for all roadways with doors; on the other hand, it breaks the tighten requirements of doors if roadway with doors is distributed with air quantity.

In the ventilation design of a coal mine, every working face, developing face, and chamber is distributed with the calculated air quantity, the remaining air quantity shall distribute to each district according to output, number of working faces, number of developing faces, chambers, and other airflow needed roadways according to a certain proportion.

Auxiliary roadway of the air-return inclined shaft shall not be equipped with air quantity in design

Firstly, the safety exit, the explosion-proof door, and the alternative air duct of the air-return inclined shaft shall not be equipped with air quantity in coal mine design. According to regulations 1 , 2 , 3 , 5 , the total mine air quantity multiplied by the external air leakage coefficient (k = 1.05–1.15) 1 , 2 , 3 , 5 , 7 is the calculated air quantity of the main fan. In other words, air leakage through the explosion-proof door, safety exit, and alternative air duct are external air leakage, which is calculated in the process of the choice of main fan. So external air leakage can be compensated by the air quantity produced by the external air leakage coefficient in the main fan selection. In addition, not only is the calculated air quantity of main fan larger than the total mine air quantity, but also the main fan’s operating point is higher than the designed point, therefore, the excess air quantity is sufficient to compensate for the external air leakage.

Secondly, referring to the requirements of diffusion ventilation, the safety exit, the explosion-proof door, and the alternative air duct of the air-return inclined shaft shall not be distributed with air quantity. According to regulations 1 , 2 , 3 , 5 , the requirements for underground workplaces using diffusion ventilation must not be more than 6 m long, the inlet width must not be less than 1.5 m, and where haven’t gas emission. Based on this, it can be concluded that the safety exit, the explosion-proof door, and the alternative air duct of the air-return inclined shaft shall not be distributed with air quantity. Because, on the one hand, these roadways are located near the surface where is no gas emission; on the other hand, these roadways are no more than 6 m long on every side of doors and the inlet width is generally wider than 5 m.

Thus, these roadways shall not be distributed with air quantity in coal mine design.

Short-distance roadways with doors underground shall not be equipped with air quantity in design

Firstly, referring to the requirements of diffusion ventilation, short-distance roadways with doors shall not be distributed with air quantity. According to regulations 1 , 2 , 3 , 5 , the requirements for underground workplaces that use diffusion ventilation must not be more than 6 m long, the inlet width must not be less than 1.5 m, and where haven’t gas emission. Based on this, it can be concluded that short-distance roadways with doors should not be distributed with air quantity where is no gas emission and no more than 6 m long on every side of doors. If a short-distance roadway or a long-distance roadway for transportation where need ventilation structures to control airflow does not meet the requirements of diffusion ventilation, the ventilation structure of the roadway should be regulators, rather than doors. In addition, according to regulations 1 , 2 , 3 , 5 , 7 , the operator of an underground mine must ensure that sheets or ducts used to direct the ventilation in a working place in any part of the mine are erected and maintained so as to minimize any leakage of air 5 , 7 .

Secondly, no air leakage is an essential requirement for the construction of air doors. On the one hand, doors with 1–2 m 3 /s or even with more significant air leakage are impossible to construct except for regulators; on the other hand, the basic requirements for the design and construction of doors are no leakage also. Due to the influence of structure and other factors, air leakage through doors or locks exists actually, but it is improper to consciously let doors leakage in coal mine design, though the mine ventilation coefficient (k m  = 1.15–1.25) 1 , 2 , 3 , 5 has taken into account these factors such as inner air leakage, uneven air distribution, and the management level of the mine. If it is necessary to pass a certain airflow through a long-distance or gas-emission roadway, regulators should be designed to ensure reasonable air quantity and velocity in the roadway.

The distribution of air quantity caused by mine ventilation coefficient

During the design of a coal mine, if there has gas emission data of a roadway, the needed air quantity of the roadway shall be calculated according to gas emission and meet the requirement of air velocity. In this case, the air quantity caused by mine ventilation coefficient k m  = 1.15–1.25 shall allocate to the other roadway according to a certain proportion 1 , 2 , 3 , 7 , 8 , 9 .

During the design of a coal mine, if there hasn’t gas emission data of a roadway, the needed air quantity of the roadway shall calculate according to 3–5% of the total air quantity of the calculated working faces, developing faces, and chambers. In this case, the air quantity caused by 3–5% of the total air quantity of the calculated working faces, developing faces, and chambers, and caused by mine ventilation coefficient k m  = 1.15–1.25 shall distribute to the other roadway according to a certain proportion all 1 , 2 , 3 , 7 , 8 , 9 .

Usually, regulators should be designed in long-distance or gas-emission roadways to ensure reasonable air quantity and velocity.

Compensation for air leakage of doors or locks

The air quantity of the main fan is larger than the designed mine total air quantity, which can compensate for air leakage of doors or locks.

Selection of the main fan is as follows 1 , 2 , 3 , 7 , 8 , 9 .

Firstly, the needed air quantity of the main fan is determined by the equation:

where k is the external air leakage coefficient of mine (k = 1.05–1.15); Q m is the total mine air quantity (m 3 ).

Secondly, the needed static pressure of the axial main fan is determined by the equation:

where h m is the mine total resistance of the ventilation system (Pa), h d is the exit resistance of accessory equipment of the main fan, including fan drift and diffusion tower (Pa), H N is natural air pressure (Pa).

Thirdly, according to the result of Eqs. ( 1 ) and ( 2 ), a main fan is selected, and the main fan’s designed point is determined. Still, the main fan’s designed point is not possible precisely on one of the actual characteristic curves of the fan chosen, because the main fan’s operating point is determined by the suitable fan blade installation angle and its working resistance.

The working resistance curve is drawn in the characteristic curves of the main fan. The intersection of the active resistance curve with the static pressure curve R sd  = H sd /Q f 2 of the axial main fan is the main fan’s operating point. The operational air quantity of the main fan can determine according to the main fan’s operating point.

For example, Table 3 lists the total mine air quantity Q m , the needed air quantity of the main fan Q f , and the needed static pressure of the axial main fan H sd . It is in the designed ventilation easy period and the designed ventilation difficult period of the Guizhou Yizhong coal mine, respectively. According to Q f and H sd , the designed main fan is shown in Fig.  2 , and its operating point (Q 0 and H 0 ) is shown in Fig.  2 and Table 3 .

The designed main fan and its operating point of Guizhou Yizhong coal mine.

According to Fig.  2 and Table 3 , it can be seen that the operating air quantity of the main fan is 3.2 m 3 /s larger than the needed air quantity of the main fan in the ventilation easy period, and it is 2.6 m 3 /s larger than the needed air quantity of the main fan in the ventilation difficult period. It also can be seen that the operating air quantity of the main fan is 7.1 m 3 /s larger than the total mine air quantity in the ventilation easy period, and it is 13.8 m 3 /s larger than the total mine air quantity in the ventilation difficult period. The increased air quantity here plus 16 m 3 /s produced by mine ventilation coefficient are sufficient to make up air leakage of various ventilation structures.

Once the main fan is selected, the auxiliary facilities such as the air duct and diffusion tower shall be determined according to the main fan.

Mine ventilation management can adjust the mine airflow dynamically

The mine ventilation system is a dynamic system according to the status of production. Thus, the operators of mine ventilation management should adjust the air quantity of every air-needed working place effectively. In addition, coal mine safety regulations stipulate 1 , 2 , 3 , 5 : an airflow measurement system must be established in every coal mine, and a comprehensive air measurement should be conducted once every 10 days. An airflow measurement should be performed when the production status is changed, such as relocation of the working face, developing face, and other air-needed place. Based on this, measures shall carry out to adjust the air quantity of each air-needed place. So, air leakage shall not be considered in the design of coal mine ventilation.

Comparison between the different distribution methods of designed air quantity

The different results of distributed air quantity according to the different opinions about the distribution of designed air quantity.

The focus of the different distribution methods of designed air quantity was on whether underground roadways with ventilation structures need to be assigned airflow. According to the different opinions, air distribution of these roadways for the designed commissioning period of Yizhong Coal Mine is shown in Table 4 .

According to Table 4 , the air velocity of the underground roadways with regulators distributed with air quantity is higher than the allowable minimum air velocity which meets the requirements of Regulations 1 , 2 , 3 , 5 . While the other short-distance roadways use diffusion ventilation which meets the requirements of Regulations 1 , 2 , 3 , 5 also. According to regulations 1 , 2 , 3 , 5 , the inner air leakage of underground roadways with ventilation structures is included in the mine ventilation coefficient (k m  = 1.15–1.25); the external air leakage, such as leakage of air duct is included in the external air leakage coefficient of mine (k = 1.05–1.15); therefore, this new distribution method of designed air quantity meets the requirements of Regulations.

The different results of the selection of main fan

Due to the different air distribution method, the mine total resistance of the ventilation system (h m ) is different, thus the needed static pressure (H sd ) of the axial main fan is different. The selection of main fan according to the traditional technology and the new technology for Yizhong Coal Mine is shown in Table 5 .

Based on Table 5 , it can be concluded that the main fan guided by the new technology has less power consumption.

Conclusions

Through the theoretical analysis of the distribution method of designed air quantity, and through the practice of ventilation design in Guizhou Yizhong Coal Mine, a reasonable method of air quantity distribution in coal mine ventilation design is provide. Using this new technology, it can reduce the cost of mine ventilation, improve the efficiency of mine ventilation, and reduce the ineffective air leakage of coal mine. In addition, this new technology can provide the mine operator with basic opinions for the day-to-day planning and effective operation of a coal mine ventilation system.

In the design of coal mine ventilation, every working face, developing face, chamber, and roadway with gas emission shall be distributed with the calculated air quantity. The remaining air quantity shall distribute to each district according to output, and the number of working places, then to other air-needed roadways with regulators according to a certain proportion.

The safety exit of the air-return inclined shaft, the explosion-proof door of the air-return inclined shaft, and the alternative air duct shall not be equipped with air quantity in coal mine design. The air leakage of these roadways can be compensated by the air quantity calculated by the external air leakage coefficient of coal mine.

Short-distance roadways shall not be equipped with air quantity in coal mine design, though the internal air leakage is included in the mine ventilation coefficient (k m  = 1.15–1.25). To facilitate the construction of ventilation structures with no air leakage, it is not suitable to consciously distribute air leakage for doors and other ventilation structures. The inevitable air leakage in underground coal mines can be compensated by the actual air quantity produced by the main fan.

Mine ventilation management can effectively adjust the air quantity of every air-needed working place, and reduce invalid air leakage.

Regulators shall be constructed in long-distance or gas-emission roadways to ensure reasonable air quantity and air velocity.

Data availability

The data presented in this study are available from the first author and the corresponding author upon reasonable request.

NMSA. Safety Regulations of Coal Mine (China) (Press of Emergency Management, Beijing, 2022).

MHURD. Guide for Design of Mine of Coal Industry (GB 50215–2015) (China Plans Press, Beijing, 2022).

Dou, Y. S. & Dou, Q. F. Explanation of “Safety Regulation of Coal Mine” (Coal Industry Press, 2005).

Google Scholar  

NMSD. Technical Requirements for Ventilation in Coal Mine (AQ 1028–2006) (Coal Industry Press, Beijing, 2016).

MMR. Coal Mine Health and Safety Regulation 2006-New South Wales. Published in Gazette No. 189 of 22 December 2006: Minister for Mineral Resources (2006).

PCQ. Coal Mining Safety and Health Act 1999-Queensland. www.legislation.qld.gov.au . the Office of the Queensland Parliamentary Counsel (2014).

PCQ. Coal Mining Safety and Health Regulation 2001-Queensland. www.legislation.qld.gov.au . The Office of the Queensland Parliamentary Counsel (2015).

Zhang, R. L., He, G. W. & Li, D. Manual of Mining Engineering Design (Coal Industry Press, 2003).

Zhang, G. S. Ventilation safety (China University of Mining and Technology Press, 2007).

Mcelroy, G. E. Engineering Factors in the Ventilation of Metal Mines (United States Department of the Interior, 1935).

Wang, Y. Y., Jiang, Z. B. & Liu, Y. Analysis on distribution method of designed air quantity in mine ventilation. Coal Eng. 45 (5), 14–16 (2013).

CAS   Google Scholar  

Akande, J. M. & Moshood, O. Modelling of Okaba underground coal mine ventilation system. Int. J. Eng. Technol. 3 (7), 766–772 (2013).

Singh, A. K., Ahmad, I., Sahay, N., Varma, N. K. & Singh, V. K. Air leakage through underground ventilation stoppings and in situ assessment of air leakage characteristics of remote filled cement concrete plug by tracer gas technique. J. S. Afr. Inst. Min. Metall. 104 (2), 101–106 (2004).

Acua, E. I., Alvarez, R. A., & Hardcastle, S. G. A theoretical comparison of ventilation on demand strategies for auxiliary mine ventilation systems. In: Proceedings of the 10th International Mine Ventilation Congress. South Africa: Sun City pp. 2–7 (2014).

Kingery, D. S. Introduction to Mine Ventilating Principles and Practices (United State Government Printing Office, 1960).

Watson, C. & Marshall, J. Estimating underground mine ventilation friction factors from low density 3D data acquired by a moving LiDAR. Int. J. Min. Sci. Technol. 28 (4), 650–655 (2018).

Article   Google Scholar  

Zhong, D. Y., Wang, L. G., Bi, L., Wang, J. M. & Zhu, Z. H. Algorithm of complex ventilation network solution based on circuit air-quantity method. J. China Coal Soc. 40 (2), 365–370 (2015).

Yongyin, W., Abbas, T. & Xianbi, X. Application of coal mine roof rating (CMRR) in Chinese coal mines [J]. Int. J. Min. Sci. Technol. 28 (3), 491–497 (2018).

Hartman, H., Mutmansky, J., Ramani, R. & Wang, Y. Mine Ventilation and Air Conditioning (John Wiley &Sons, 2012).

Develo, E., Pillalamarry, M. & Garab, E. Improving the ventilation system at Rosh Pinah Zinc Mine. J. S. Afr. Inst. Min. Metall. 116 (4), 301–305 (2016).

Pach, G., Sułkowski, J., Różański, Z. & Wrona, P. Costs reduction of main fans operation according to safety ventilation in mines—a case study. Arch. Min. Sci. 63 (1), 43–60 (2018).

DuPlessis, J. J. L., Marx, W. M. & Nell, C. Efficient use of energy in the ventilation and cooling of mines. J. S. Afr. Inst. Min. Metall. 114 (12), 1033–1037 (2014).

Heriyadi, B. & Zakri, R. S. Evaluation and analysis of needs for air ventilation systems in underground coal mine (case study in underground coal mine, Sawahlunto City). J. Phys: Conf. Ser. 1940 (1), 1–12 (2021).

Download references

Acknowledgements

The data collection support provided by Guizhou Coal Mine Design & Research Institute is thankfully acknowledged. This work was funded by the National Natural Science Foundation of China (Grant number: 52004073, 52264008); The Science and Technology Support Plan of Guizhou Province (Grant number: Qian Ke He Zhi Cheng [2021] General 400, Qian Ke He Zhi Cheng [2023] General 288).

Author information

Authors and affiliations.

Mining College of Guizhou University, Guiyang, 550025, China

Yongyin Wang, Qizhi Pan, Lin Gao, Yunqin Cao, Ping Liu, Hanhua Yi & Changsi Gao

National and Local Joint Laboratory of Engineering for Effective Utilization of Regional Mineral Resources from Karst Areas, Guiyang, 550025, China

Coal Mine Roadway Support and Disaster Prevention Engineering Research Center, Beijing, 100083, China

Key Laboratory of Mining Disaster Prevention and Control, Qingdao, 266590, China

You can also search for this author in PubMed   Google Scholar

Contributions

Y.W.: conceptualization, methodology, Supervision, Project administration, Data curation, Formal analysis. Q.P.: writing-original draft, conceptualization, methodology, validation, funding acquisition. L.G.: conceptualization, investigation, data curation. Y.C.: methodology, resources, review and editing. P.L.: software, resources, data curation. H.Y.: methodology, resources, review and editing. C.G.: visualization, investigation. All authors reviewed the manuscript.

Corresponding author

Correspondence to Qizhi Pan .

Ethics declarations

Competing interests.

The authors declare no competing interests.

Additional information

Publisher's note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ .

Reprints and permissions

About this article

Cite this article.

Wang, Y., Pan, Q., Gao, L. et al. Analysis of distribution method of designed air quantity in coal mine ventilation—a case study. Sci Rep 14 , 10917 (2024). https://doi.org/10.1038/s41598-024-61787-9

Download citation

Received : 27 January 2024

Accepted : 09 May 2024

Published : 13 May 2024

DOI : https://doi.org/10.1038/s41598-024-61787-9

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

By submitting a comment you agree to abide by our Terms and Community Guidelines . If you find something abusive or that does not comply with our terms or guidelines please flag it as inappropriate.

Quick links

• Explore articles by subject
• Guide to authors
• Editorial policies

Sign up for the Nature Briefing newsletter — what matters in science, free to your inbox daily.

• Open access
• Published: 13 May 2024

Analysis of the current situation and factors influencing bullying in junior high schools in backward areas of Western, China & A case study of Qingyang City in Gasu

• Hongjing Li 1   na1 ,
• Chunyuan Liu 2   na1 ,
• Xiping Shen 3 ,
• Yingdong Nan 1 &
• Liya Feng 1  

BMC Public Health volume  24 , Article number:  1295 ( 2024 ) Cite this article

Metrics details

Qingyang is located in the northwest of China. By analyzing the current situation and risk factors of bullying in junior high schools in Qingyang City, and identify relevant data for formulating prevention and control measures of bullying in western backward areas.

Qingyang City is divided into four regions based on economic level and population quality. One junior high school is randomly selected from each region, a total of 1200 students from 4 junior high schools of different levels in Qingyang City were randomly selected, and the “Questionnaire on Middle School Students’ School bullying” was administered between December 2021 and February 2022.

The reporting rate of bullying in junior high schools in Qingyang was 47.35%. The incidence of campus bullying among urban-rural integration junior high schools, senior students, and male students is higher than that of municipal -level junior high schools, junior students, and female students ( P < 0.05). The results of binary logistic regression showed that the second grade of junior high school (OR = 1.39,95% CI: 1.022–1.894), poor student performance (OR = 1.744,95% CI: 1.09–2.743), external dissatisfaction (OR = 2.09,95% CI: 1.177–3.427), mother working in an enterprise (OR = 1.623,95% CI: 1.074–2.453), and urban-rural integration middle school (OR = 3.631,95% CI: 2.547–5.177) were factors affecting bullying in junior high school campus.

The reporting rate of bullying in junior high schools in Qingyang City was relatively high, mostly occurring in places lacking supervision and after-school hours.

Trial registration

Not applicable.

Peer Review reports

Bullying on school campuses has been a prominent issue of concern in China [ 1 ]. Since the issuance of the “Notice on Implementing the Annual Action for Preventing and Combating Bullying among Primary and Middle School Students” by the Office of the State Council’s Education Supervision Committee in 2018, China [ 2 ], various provinces and cities have also introduced governance plans and targeted measures [ 3 ]. As a result, school bullying has been curbed and transformed to some extent. In recent years, with the development of new media (i.e., products and services that provide information or entertainment), the exposure to school bullying incidents has gradually increased [ 4 ], drawing widespread attention from various sectors of society due to the diversity of bullying forms, the covert nature of behaviors, and the severe consequences. As is well known, ongoing peer victimization may lead to a variety of adverse psychosocial outcomes, such as anxiety, avoidance, depression, isolation, poor confidence, lack of control, impaired concentration, and poor academic achievement, all of which may have further negative implications and repercussions in the professional and social life of the targeted individuals [ 5 ]. Middle school students, being the primary demographic affected by school bullying [ 6 ], have been the focus of extensive research in this field within the country. Although the scope of research is broad, there has been relatively limited in-depth investigation in less developed northwestern regions [ 7 ]. Furthermore, most previous studies are theoretical studies, while there is an obvious lack of empirical analyses [ 8 ].

According to one nationwide study based in China, 13.61% were victims of bullying [ 7 ]. This number was substantially higher in Xi’an Province, where a staggering 38.70% of adolescents experienced bullying at school [ 9 ]. As this inconsistency in the prevalence of bullying may be due to differences in the population’s composition, it is of utmost importance to collect regional-specific epidemiological data to completely understand the regional differences in the prevalence of bullying.

Qingyang is a prefecture-level city in the far east of Gansu Province located in a channel on the middle stretches of the Yellow River on the Loess Plateau in the northwest region of China. This city lags in economic development and has lower education and cultural development levels than the more developed eastern cities. It is a residence to a substantial number of migrant workers and left-behind children. In this study, we assessed the occurrence and risk factors of bullying in junior high schools in Qingyang City and identified relevant data for formulating prevention and control measures of bullying in western backward areas. Public awareness of campus bullying incidents mainly comes from the internet, as there is scarce scholarly research on the causes, consequences, and prevention measures of bullying [ 10 ]. We conducted a comprehensive survey on the current status of school bullying and its risk factors, hoping to identify effective measures for preventing and addressing school bullying and to provide relevant references for optimizing ideological and political education for students in the new era and improving school management systems.

Study setting

Qingyang City encompasses seven county towns and one urban district, with junior high schools located in the primary urban areas of each county serving as the research subjects. As of the survey date, a total of 16 junior high schools were included. This study employed a phased sampling approach. In the first stage, based on geographical location and surrounding population, the research subjects were categorized into four levels (municipal -level, district-level, urban-rural fringe, and county-level junior high schools) ( Fig. 1 ) , comprising three municipal -level junior high schools, three district-level junior high schools, three urban-rural fringe junior high schools, and seven county-level junior high schools.Municipal-level schools are directly administered by the city’s education department and typically receive more investment and support in terms of faculty, educational facilities, and resources. District-level schools are under the direct jurisdiction of administrative education departments within their respective districts, with student populations distributed across various administrative regions. Resource allocation in these schools tends to emphasize local educational characteristics and positioning. Urban-rural combination schools are primarily located at the junction of urban and rural areas and often face challenges such as insufficient faculty, limited educational resources, and difficult teaching conditions. Left-behind children usually attend them. County-level schools are located in various counties and districts, with student populations usually coming from the county-level administrative area. While these schools may have relatively weaker subject offerings, teaching resources, and faculty strength, they prioritize establishing good social relationships and campus culture.

Map of study location. The blue color represents Gansu Province, and the green color represents Qingyang

In the second stage, one school was randomly selected from each category of junior high schools. Using a proportional sampling method, 100 students from each grade were randomly selected, forming a sample. Such an approach ensured that the composition of students led by different grade-level teachers was the same, thus controlling for the influence of homeroom teachers on the survey results. Participants with significant mental illnesses requiring long-term treatment or those who have recently experienced physical or psychological trauma and did not consent to participate in this survey were excluded. The on-site questionnaire survey was conducted from December 2021 to April 2022.

Questionnaire survey

For the purposes of the present study, we designed “Middle School Student School Bullying Survey Questionnaire” based on the relevant domestic research [ 5 ]. Initially, a preliminary survey was conducted with 50 seventh graders from a specific school using the draft questionnaire to understand their comprehension of instructions and items. Items that were difficult to understand or were ambiguous were modified or removed to create the final survey tool. The questionnaire covered four aspects: basic information, social support, bullying behaviors, and school measures, totaling 66 items ( Supplementary material ). The present study defined social support as the sum of prosocial behaviors from friends, family, teachers, and schools. Bullying was defined as a variety of situations where an individual was subjected to prolonged and repeated bullying or harassment by one or more individuals or was targeted as the victim of bullying. Campus bullying was defined as bullying perpetuated by students that typically occurred both inside and outside the school environment and included verbal bullying, physical bullying, relational bullying, and cyberbullying. Behaviors such as insults, ridicule, mockery, teasing, name-calling, and threats were defined as verbal bullying. Actions such as hitting, kicking, scratching, shoving, extortion, theft, and property damage were defined as physical bullying. Relational bullying typically encompassed aspects of verbal bullying, such as the spread of rumors affecting the victim being excluded or ostracized from a group. The deliberate hostile behavior toward peers using electronic media to harass, humiliate, or cause harm to others was defined as cyberbullying [ 11 ]. Social support, bullying behaviors, and school measures were evaluated on a Likert five-point scale, with higher scores indicating greater severity. Bullying behaviors encompassed verbal bullying, physical bullying, relational bullying, and cyberbullying, with a total of 12 questions. The scores ranged from 1 to 5 based on the frequency of bullying, with a total score range of 12 to 60. A score > 12 indicated that at least one type of school bullying had occurred, defining the respondent as a victim of school bullying. To ensure the reliability of the survey results, investigators were selected from grade-level class teachers with the support of the schools and informed consent from the participants. They received uniform training and were supervised by project researchers. An audit team conducted on-site reviews of the questionnaires, promptly addressing any issues.

The overall reliability of the questionnaire was 0.818, with Cronbach’s α coefficients for the social support, bullying behavior, and school measure dimensions of 0.819, 0.887, and 0.929, respectively, indicating good internal consistency.

The results of the Kaiser-Meyer-Olkin (KMO) test and Bartlett’s test of sphericity showed that KMO = 0.947 > 0.6, and the significance level of the sphericity test was P < 0.05. Therefore, the exploratory factor analysis was the suitable approach. The exploratory factor analysis divided the questionnaire items into three dimensions, with a cumulative variance contribution rate of 61.066%.

Parameters definition

School Type: defined based on the school’s geographical location and its student body’s composition.

Academic performance: students ranked in the top 10% of the class were considered excellent, those ranked between 10% and 30% were considered good, those ranked between 30% and 70% were considered average, and those in the bottom 30% were considered poor.

Physical fitness: those with very good physical condition, rarely sick, actively participated in various sports activities and achieved good results were considered excellent; those with strong physiques, actively engaging in sports, rarely sick were considered good; those who were physically average for their age group, participated only in school-arranged physical exercises, and occasionally fell sick, which did not significantly affect their normal learning were considered average; those with weak physical condition, frequently sick, often on sick leave which affected their normal learning were considered poor.

Appearance satisfaction: was defined as subjective judgment, reflecting an individual’s confidence to a certain extent.

Single-parent status: was defined as living with only one parent due to divorce, death of one parent, separation, or other reasons.

Economic status: was categorized as follows: both parents having an income, monthly income exceeding 10,000 yuan, and no major illness sufferers in the family was considered as having relatively good economic status; both parents having an income, monthly income around 8,000 yuan, and no major illness sufferers in the family was considered as average economic status; one parent having income, monthly income below 5,000 yuan, and no major illness sufferers in the family was considered as barely sufficient for normal living; one parent having an income, monthly income below 5,000 yuan, and there are major illness sufferers in the family are considered economically challenging.

Understanding of bullying: regularly pays attention to relevant reports, lectures, videos, etc., on campus bullying, and having a certain understanding of how to avoid bullying were considered as a good understanding of bullying; curiously follows reports and videos on campus bullying, knows behaviors that constitute bullying but lacks awareness of how to prevent it were considered as having a general understanding of bullying; knows nothing about bullying was considered as having no understanding of bullying.

Statistical methods

Following the EPV (events per variable) principle [ 12 ] and assuming a bullying occurrence rate of 40% [ 9 ], in this study, all independent variables were categorical variables, including dummy variables, totaling 36 independent variables included in the regression equation. When EPV = 10, the number of bullying incidents in the school was calculated as 36*10 = 360 cases, with a total sample size of 360 ÷ 40%=900 cases. Considering a 20% dropout rate in the sample, the minimum sample size to be included was calculated as 9001.2 = 1080 cases.

A double-entry database was established with EpiData 3.1 software (EpiData Association, Odense, Denmark) and IBM SPSS Statistics, Version 26.0 (IBM, Armonk, NY). Continuous data following normal distribution were expressed as mean ± standard deviation ( 𝑥 ̅ ± 𝑠 ), and multiple group comparisons were conducted using one-way analysis of variance (ANOVA). Categorical data were expressed as percentages (%), and intergroup comparisons were performed using the χ² test. Binary logistic stepwise regression analysis was conducted to identify the independent risk factors associated with bullying behavior in middle school students (Table S1 ). Multiple linear regression analyses were utilized to identify the association between social support and school bullying scores among middle school students. The entry and removal criteria were set at 0.05 and 0.10, respectively.

We hypothesized that social support would be associated with the bullying scores. R software(version 4.1.3) was used for the data analysis, the assessment of regression model was made by“performance” package. Our results indicated that verbal, physical, and emotional bullying and cyberbullying all passed the tests for influential points and VIF (Variance Inflation Factor) and generally passed the linearity test. However, they showed some limitations in the homoscedasticity of residuals and normality, possibly due to the presence of independent variables in the residuals that the model did not consider. Overall, these findings largely met the assumptions of multiple linear regression (Figures S1 - S4 ).

A total of 1,200 subjects were included in the survey, with 1,134 valid questionnaires collected, resulting in an effective response rate of 94.50%. A total of 593 male students (52.29%) and 541 female students (47.71%) were assessed (see Table 1 ); 243 subjects were from municipal-level schools (21.43%), 313 from district-level schools (27.60%), 300 from urban-rural combined schools (26.46%), and 278 from county-level schools (24.51%); 365 students were from grade 7 (41.01%), 376 in grade 8 (28.74%), and 393 in grade 9 (30.25%). Other different demographic characteristics are shown in Table 1 .

Comparison of School Bullying Total Scores among different Population groups

The total scores for school bullying behaviors demonstrated statistically significant differences among different populations, including gender, grade level, academic performance, physical fitness, self-perceived appearance satisfaction, father’s educational background, mother’s occupation, residence status (boarding status or residence status), and school type ( P < 0.05, Table 1 ). Among these factors, male students, ninth-grade students, those with lower academic performance and physical fitness, those dissatisfied with their appearance, students with fathers of unknown educational background, students whose mothers worked in enterprises, boarding students, and students from district-level schools scored the highest. The total bullying score, to some extent, reflected the likelihood and severity of school bullying, suggesting that students with these characteristics were more likely to experience school bullying (Table 1 ).

Distribution of school bullying incidence

The distribution of school bullying varied significantly among different schools and grade levels ( P < 0.05). The results of the descriptive analysis indicated that urban-rural combined and district-level schools had a higher incidence of school bullying, i.e., 65.3% and 62.3%, respectively (Table 2 ). As grade levels increased, the incidence of school bullying followed, with the highest rate of 57.1% observed in Grade 9 (Table 2 ). There was no significant difference in school bullying incidence between genders ( P > 0.05). However, the overall majority of middle school students have not experienced bullying, accounting for 52.64% of the population.

The expression of bullying methods differed significantly among different schools, grade levels, and genders ( P < 0.05). District-level schools and Grade 9 had higher scores for physical bullying, verbal bullying, relational bullying, and cyber bullying compared to other school types and grade levels (Table S2 ). Male students also more frequently experienced physical bullying and cyberbullying compared to female students, and these differences were statistically significant ( P < 0.05) (Table S2 ).

Multiple linear regression analysis of the impact of social support on school bullying behaviors

Multiple linear regression analyses were conducted using the scores for physical bullying, verbal bullying, relational bullying, and cyberbullying as dependent variables and scores for different types of support as independent variables (Table 3 ). The results revealed a negative correlation between social support and bullying behaviors. Specifically, family support and teacher support emerged as significant influencing factors for verbal bullying and physical bullying (all 0.05). For each additional point of family support, verbal bullying and physical bullying decreased on average by 0.087 and 0.049 points, respectively. For each additional point of teacher support, verbal bullying and physical bullying decreased on average by 0.141 and 0.109 points, respectively. Friend and teacher support significantly affected relational bullying ( P < 0.05). For each additional point of friend and teacher support, relational bullying decreased on average by 0.062 and 0.089, respectively. Teacher support and school measures were identified as major influencing factors for cyberbullying ( P < 0.05). For each additional point of teacher support and school measures, cyberbullying decreased on average by 0.091 and 0.042 points, respectively. The standardized regression coefficients indicated that teacher support had a greater impact on all four types of bullying behaviors. Based on these findings, it can be inferred that teachers, families, and friends have crucial roles in preventing and addressing school bullying in middle school settings (Table 4 ).

Spatial distribution and coping mechanisms for school bullying

The locations where bullying victims experienced or witnessed school bullying were primarily concentrated in the restroom (accounting for 61.91%), school corners (accounting for 50.49%), and the vicinity of the school (accounting for 49.41%). In contrast, bullying in the school corridors was the lowest, at 15.43% (Table 4 ) . The temporal distribution of bullying incidents indicated that the majority of school bullying occurs after school hours (comprising 66.40% of cases), followed by during breaks between classes (accounting for 47.74%). Notably, 6.78% of school bullying incidents occured during classroom hours, which warrants attention.

After experiencing bullying, the majority of students choose to confide in their parents (comprising 61.12%) and teachers (accounting for 53.29%). A smaller percentage of students silently endured the situation (19.72%) or retaliated in response (16.25%). Among those who have experienced bullying, a significant proportion either report no psychological changes (26.81%) or experience feelings of inferiority (23.81%) (Table 5 ). Notably, 11.39% of students developed pessimistic and nihilistic emotions, and it is worth highlighting that 18.08% of students harbored resentment, which could represent a critical trigger for campus safety concerns.

Binary logistic stepwise regression analysis of risk factors for bullying behavior in middle school students

In this study, a binary logistic stepwise regression analysis was conducted to identify the independent risk factors associated with bullying behavior in middle school students (Table 6 ) . The occurrence of bullying behavior was used as the dependent variable, while sociodemographic characteristics that exhibited statistical significance in single-factor analysis were utilized as independent variables. The reference category was assigned to the lowest value for each independent variable. The results revealed that grade level, academic performance, self-perceived appearance satisfaction, mother’s occupation, and school type were the major risk factors contributing to the occurrence of bullying behavior among middle school students. The risk of experiencing bullying behavior in the second year of middle school (Grade 8) was 1.391 times higher than that in the first year (Grade 7) ( P = 0.036). Students with good, average, and poor academic performance had respective risks of experiencing bullying behavior at 2.245, 2.108, and 1.744 times higher than those with excellent academic performance ( P = 0.006, 0.002, 0.016). Individuals reporting moderate or low self-perceived appearance satisfaction had risks of experiencing bullying at 3.005, 2.103, and 2.009 times higher than those who were highly satisfied with their appearance ( P = 0.001, 0.009, 0.011), respectively. The children of mothers employed in the corporate sector had a risk of experiencing bullying behavior 1.623 times higher than the children of mothers working in administrative positions ( P = 0.022) (Table 6 ). Furthermore, the risk of bullying was 2.942 times higher in district-level combined urban-rural middle schools and 3.631 times higher in city-level middle schools compared to county-level middle schools ( P = 0.000). These findings suggest that higher grade levels, lower academic performance, lower self-perceived appearance satisfaction, and attendance at district-level combined urban-rural middle schools are associated with an increased likelihood of experiencing bullying behavior. Conversely, students with mothers working in administrative positions are less likely to experience bullying.

In this study, we assessed the occurrence and risk factors of bullying in junior high schools in Qingyang City and identified relevant data for formulating prevention and control measures of bullying in western backward areas. A total of 1200 students from 4 junior high schools of different levels in Qingyang City were randomly assessed using a questionnaire [ 5 ]. The reported prevalence of school bullying was 47.35%, which is lower than the findings from PISA 2015 but higher than that reported by Wang et al. [ 13 ] and Liu et al. [ 14 ] in Dalian, Shandong, China. Yet, our data are similar to reports by Shen et al. [ 15 ], who assessed rural areas of southern Henan.

Adolescent bullying may take many forms, such as verbal, relational, social or physical [ 16 ]. Verbal bullying (e.g., teasing in a hurtful way) and physical bullying (e.g., kicking, hitting, pushing, etc.) are usually considered to be direct forms. Relational bullying refers to indirect bullying, such as spreading rumors and social exclusion. Cyberbullying is the use of technology to harass, threaten, embarrass, or target another person. In terms of the manifestations of school bullying, in this study, the frequency of occurrence, from highest to lowest, was verbal bullying (40.7%), relational bullying (28.7%), physical bullying (28.4%), and cyberbullying (17.2%). These results are generally consistent with the findings reported by Ru et al. [ 17 ] in Jiangxi Province; however, the prevalence of various forms of bullying was much higher than in the study conducted by Yang et al. [ 18 ] in a certain region of central China. This indicates that, relative to eastern urban areas, the prevalence of school bullying in Qingyang City is closer to that of northern rural areas. Given that the research area is located in the northwest of the country, it is possible that the prevalence of school bullying in this region is influenced by parenting styles and factors such as economic conditions and educational attitudes, which have already been recognized as influential factors [ 19 ]. In economically disadvantaged areas, parents often have lower levels of education, and they tend to focus solely on their children’s academic achievements while neglecting their psychological well-being [ 20 ]. They may not know how to properly guide their children through sensitive psychological phases. Children who do not feel safe and secure within their families may be more inclined to seek warmth and care from their peers, making them more susceptible to joining groups involved in school bullying [ 21 ]. The higher prevalence of school bullying in urban-rural combined and district-level middle schools compared to city-level middle schools in this survey supports this perspective. Regarding the forms of school bullying, verbal bullying, relational bullying, and physical bullying remained prevalent. However, the relatively higher prevalence of cyberbullying compared to other cities suggests that students in less developed areas may be more influenced by harmful online information.

Differing from many domestic studies, the prevalence of school bullying did not show a significant difference between male and female students in this survey ( P < 0.05), which may be related to the sample selection process and could also indicate that the dominant role of females in school bullying is gradually emerging. Interestingly, several school bullying cases reported in the surveyed area on the internet revealed that both bullies and victims were females, which is a noteworthy observation [ 22 , 23 ]. However, in this study, male students scored significantly higher in terms of physical bullying and cyberbullying compared to female students ( P > 0.05), which could be associated with the nature of male students, characterized by a higher level of physical activity, curiosity, and a preference for the virtual world, as has been confirmed by several previous studies [ 24 ]. Both the prevalence of school bullying and different bullying types increased from Grade 7 to Grade 9. This phenomenon can be largely attributed to the current educational philosophy in China.

The prevailing cultural emphasis in schools, as well as among parents and society, is placed on academic achievement as the primary indicator of a student’s worth [ 25 ]. Consequently, striving for academic success has become the mainstream culture within school environments. In such a climate, as students progress in grades and face increasingly challenging curricula, some students who struggle with their studies, achieve lower grades, or exhibit more introverted personalities may find it challenging to establish a sense of belonging and achievement within the mainstream school culture. They may be drawn to subcultures within the school that revolve around violence, bullying, or other deviant behaviors. Some scholars refer to this phenomenon as the influence of a school subculture [ 26 ]. In this study, regression analysis on the impact of social support on school bullying behavior revealed that family support has a significant role in verbal and physical bullying. Friend support was a independent influencing factor in relational bullying and cyberbullying. School measures were the independent influencing factor in cyberbullying, and teacher support had an impact on various forms of bullying. This highlights the need for relevant authorities to recognize the vital role of teachers in preventing and intervening in school bullying and to fully leverage teachers’ agency to effectively curb the occurrence of school bullying.

After controlling for the influences of gender, physical fitness, father’s education level, and residential status, the main risk factors for school bullying among middle school students were grade level, academic performance, self-perceived appearance satisfaction, mother’s occupation, and school type. Specifically, Grade 8 students (second-year middle school), those with poor academic performance, low self-perceived appearance satisfaction, students attending sub-city-level middle schools, and students whose mothers worked in the corporate sector constituted high-risk groups for school bullying. The reasons for this may be related to the critical importance of Grade 8, as it is a pivotal year for improving academic performance, especially for some struggling students. Failing to achieve satisfactory grades this year may result in an unfavorable outcome in the high school entrance examination (zhongkao). The expectations of their families and personal concerns about their future can impose significant psychological stress. If students lack self-confidence, they may seek validation through participation in school bullying, which is one of the reasons why some victims eventually become bullies [ 27 ]. Our results also suggested that good educational resources, student quality, and the mother’s occupational background positively impacted keeping students away from school bullying. Children whose mothers work in administrative departments are less likely to experience school bullying compared to those in the corporate sector. This may be because families in administrative departments often possess a certain social status and stable financial resources, prioritize family education and the transmission of values, and set stricter standards for child education and behavior, thereby reducing the likelihood of being bullied. Additionally, such families pay more attention to their children’s academic pursuits and well-being, ensuring that children are more likely to receive support and assistance from their family when facing challenges, which lessens the sense of isolation during times of bullying [ 28 ].

In this survey, the primary locations for school bullying were areas with limited supervision, such as restrooms, school corners, and the vicinity of the school. Bullying incidents were mainly reported during the time after school, which is consistent with the results of many previous studies [ 15 , 17 ]. Encouragingly, most students who experienced bullying chose to confide in their parents and teachers, while a minority silently endured the situation or engaged in retaliation. The investigation into the psychological changes experienced by those who have been bullied reveals that a significant proportion either report no psychological changes or feel a sense of inferiority. This suggests that some students may adopt an indifferent attitude toward school bullying. Research indicates that considering bullying behavior as normal is a risk factor for perpetrating harm to others [ 29 ]. Therefore, it is recommended that parents and schools pay close attention to the psychological changes in children who do not exhibit emotional fluctuations after experiencing bullying and provide proper guidance.

The present study has certain limitations: (1) Lack of Unified Measurement Standards: the survey questionnaire designed for this study lacks unified measurement standards for reference. Developing a standardized assessment system specifically for school bullying is an urgent issue that needs to be addressed in the future. (2) Sample Selection: the selection of survey participants was based solely on school levels, without considering the actual educational quality and student quality, which may not be directly related to the school’s level. This factor contributes to the inconsistency of some survey results with most domestic reports. (3) Cross-Sectional Nature: this study is a cross-sectional survey, which means it cannot reveal the underlying causes of school bullying. (4) Results derived from different questionnaires cannot be directly compared. (5) Finally, we failed to offer more detailed information about bullying behaviors, such as the exact timeframe related to bullying behavior. (6) In this study, binary logistic stepwise regression analysis was conducted to identify the independent risk factors associated with bullying behavior in middle school students. Yet, stepwise regression analysis alone is not fully appropriate for causal inference. Future large-sample, multi-center prospective studies are warranted as they could enable a more rigorous analysis of the issue.

To sum up, the reported rates of school bullying in Qingyang City were higher than those in the developed eastern cities and were similar to those in the western rural areas. Verbal bullying and physical bullying continued to be the main forms of local school bullying, while the incidence of cyberbullying was higher than that of other areas in China, and the incidence of school bullying seemed to be gradually rising with the increase in grades. Grade, achievement, appearance satisfaction, father’s occupation, and school type were the main factors affecting school bullying.

While verifying the important role of school, family, and society in school bullying in middle schools, this survey reflects the new trend of school bullying in the information age to a certain extent and has a positive role in enriching research data and conclusions on school bullying in backward areas in western China. Our findings can provide a theoretical basis for seeking a feasible policy of education and correction between “protection” and “punishment” of minors in the face of bullying.

Data availability

All data generated or analysed during this study are included in this published article.

Abbreviations

Analysis of variance

Programme for International Student Assessment”

Organization for Economic Co-operation and Development

Li J, Sha S, Luo W, Zhou W, Dong Y, Zhang S. Prevalence and associated factors of bullying victimization among Chinese high school students in Shandong, China. J Affect Disord. 2023;323:667–74.

Article   PubMed   Google Scholar  

Liu S, Feng X, Jin R, Li G. Tissue plasminogen activator-based nanothrombolysis for ischemic stroke. Expert Opin Drug Deliv. 2018;15:173–84.

Article   CAS   PubMed   Google Scholar  

Wen H, Chen L. The realistic appeal and realistic path of bullying punishment in primary and secondary schools. Educational Sci Res. 2020;7:29–35.

Google Scholar  

Armitage R. Bullying in children: impact on child health. BMJ Paediatr Open. 2021;5:e000939.

Article   PubMed   PubMed Central   Google Scholar  

Heng Choon (Oliver) Chan DSWW. Traditional school bullying and cyberbullying in Chinese societies: Prevalence and a review of the whole-school intervention approach. 2015;23.

Zhan W. Study on the Characteristics of School bullying in Middle School Students and its relationship with coping style. Nanchang University; 2020.

Luo X, Zheng R, Xiao P, Xie X, Liu Q, Zhu K, et al. Relationship between school bullying and mental health status of adolescent students in China: a nationwide cross-sectional study. Asian J Psychiatr. 2022;70:103043.

Zheng Y, Chang C, Miao H. A review of the study of School bullying in China. J Campus Life&Mental Healtch. 2020;18:334–5.

Haoran Wang YW, Guosheng Wang A, Wilson T, Jin L, Zhu R, Yu S, Wang W, Yin H, Song S, Li Q, Jia X, Zhang Y. Yang. Structural family factors and bullying at school: a large scale investigation based on a Chinese adolescent sample. BMC 2021;21.

Preventing Bullying Through. Science, Policy, and practice. Rivara F LMS, editor. National Academies (US)2016.

Anthony A, Volk AVD, Zopito A. Marini. What is bullying? A theoretical redefinition. Dev Rev. 2014;34.

Heinze G, Wallisch C, Dunkler D. Variable selection - A review and recommendations for the practicing statistician. Biom J. 2018;60:431–49.

Wang R, Li R, Wang Z. School bullying victimization and its influencing factors among middle school students in Dalian. Chin J Sch Health. 2021;42:1512–5.

Liu X, Xiao Y, Qu L. Prevalence and impact factors of school violent perpetrator behaviors among middle school students. Chin J Public Health. 2018;34:1129–33.

Shen W, Wang H. Adolescent school violence in rural areas of southern Henan and its association analysis with sexual orientation. Mod Prev Med. 2021;48:3138–40.

D O. Bullying at school what we know and what we can do: Aggressive Behav; 2002.

Seruwagi G, Nakidde C, Otieno F, Kayiwa J, Luswata B, Lugada E, et al. Healthworker preparedness for COVID-19 management and implementation experiences: a mixed methods study in Uganda’s refugee-hosting districts. Confl Health. 2021;15:79.

Yang B, Wu C, Wang B. Study on the relationship between traditional bullying, cyberbullying and mental health among adolescents. Mod Prev Med. 2020;47:673–7.

Wang H, Tang J, Dill SE, Xiao J, Boswell M, Cousineau C et al. Bullying victims in rural primary schools: prevalence, correlates, and consequences. Int J Environ Res Public Health. 2022;19.

Balachandran Vadivel SA, Iman, Nikpoo, Ajanil B. The impact of low socioeconomic background on a child’s Educational achievements. Educ Res Int. 2023 Article ID 6565088.

He M. Intervention Research on School bullying of Junior Middle School students from the perspective of Social Support. Guangzhou University; 2022.

Wang J, Iannotti RJ, Nansel TR. School bullying among adolescents in the United States: physical, verbal, relational, and cyber. J Adolesc Health. 2009;45:368–75.

Ramirez I. How Does Bullying Affect Females in School? California State Univ. 2020.

Sun F, Qiang X. Socio-ecological factors of school bullying in middle schools student in Nantong. Chin J Sch Health. 2020;41:250–3.

Bayar A. The effects of School Culture on students academic achievements. Int J Educ Res Int. 2021;9.

Shang S. A Case Study of Group School Bullying in Rural Junior Middle Schools. Shandong Normal University; 2022.

Yang S. The causes and countermeasures of school bullying from the perspective of bullies -- an empirical study based on China’s education tracking survey. Educational Sci Res. 2019;289:35–40.

Olweus D, Limber SP. Bullying in school: evaluation and dissemination of the Olweus Bullying Prevention Program. Am J Orthopsychiatry. 2010;80:124–34.

Wu G, Xing T. A review of the studies on School Violence and the Prospect for the further research. Chin J Special Educ. 2009;6.

Download references

Acknowledgements

This study was supported by the Gansu Province youth development research special project key project (GSQNZX-202102006).

Author information

Hongjing Li and Chunyuan Liu contributed equally to this work.

Authors and Affiliations

Department of Basic Medical Sciences, College of Medicine, Longdong University, Qingyang, 745000, Gansu, China

Hongjing Li, Yingdong Nan & Liya Feng

Young Pioneers Brigade, Dongjie Primary School in Zhenyuan County, Qingyang, 745000, Gansu, China

Chunyuan Liu

Epidemic and Statistics Teaching and Research Office, School of Public Health, Lanzhou University, Lanzhou, 730000, China

Xiping Shen

You can also search for this author in PubMed   Google Scholar

Contributions

HJL and LYF carried out the studies, participated in collecting data, and drafted the manuscript. CYL and YDN performed the statistical analysis and participated in its design. HJL and XPS participated in the acquisition, analysis, or interpretation of data and drafted the manuscript. All authors read and approved the final manuscript.

Corresponding author

Correspondence to Hongjing Li .

Ethics declarations

Ethics approval and consent to participate.

The study was carried out after the protocol was approved by the School of Public Health, Lanzhou University(IRB23053101). I confirm that all methods were performed in accordance with the relevant guidelines. All procedures were performed in accordance with the ethical standards laid down in the 1964 Declaration of Helsinki and its later amendments, and informed consent was obtained from all participants.

Consent for publication

Competing interests.

The authors declare no competing interests.

Additional information

Publisher’s note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Electronic supplementary material

Below is the link to the electronic supplementary material.

Supplementary Material 1

Supplementary material 2, supplementary material 3, supplementary material 4, supplementary material 5, supplementary material 6, rights and permissions.

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ . The Creative Commons Public Domain Dedication waiver ( http://creativecommons.org/publicdomain/zero/1.0/ ) applies to the data made available in this article, unless otherwise stated in a credit line to the data.

Reprints and permissions

About this article

Cite this article.

Li, H., Liu, C., Shen, X. et al. Analysis of the current situation and factors influencing bullying in junior high schools in backward areas of Western, China & A case study of Qingyang City in Gasu. BMC Public Health 24 , 1295 (2024). https://doi.org/10.1186/s12889-024-18775-5

Download citation

Received : 15 December 2023

Accepted : 06 May 2024

Published : 13 May 2024

DOI : https://doi.org/10.1186/s12889-024-18775-5

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Junior school student
• School bullying
• Risk factors
• Regression analysis

BMC Public Health

ISSN: 1471-2458

• Submission enquiries: [email protected]
• General enquiries: [email protected]