This, really, is the most important and substantial piece of the puzzle for a prospect. Remember, a case study is a sales tool. Something like that describes what you did and the kind of client you did it for. So what gives? The goal here is both to represent the depth of what we do, as well as to keep up with our actual productivity. Neither format can handle that alone; we need a combined strategy to best achieve our content goals.
Altogether, potentially adding 15, words of expertise-focused, buying-cycle-friendly content. Actually, I wanted to avoid it ending like that. Well, I lied. We do have one good case study on our site now, which I just wrote. We designed a beautiful new digital marketing platform for a major record label , Merge Records.
In fact, their site is mostly just a collection of long, detailed, interesting, inspiring — great — case studies. Like this one, and this one, and this one. You should read them. Really, really beautiful. You might even be thinking, Chris, after all of that hard talk about seduction, you send me here?! You might also like:. We knew from customer research that visitors to the site were impressed with the tools but sometimes were just not sure if the tools would work in their own situations.
By asking them questions! The answer was no, and this bit of feedback prompted us to send a follow-up email explaining that nothing was hidden—and that they could use the entire site for 30 days and cancel even on the last day with no commitment and no hard feelings. In other words, we identified the main objection and then flattened it.
You can sign up, pay one dollar and then leave after 29 days. Why are we making it? The email made it easy for the users to get started using the service making them more likely to continue using the service beyond the trial period. It resulted in another subscription boost. Involvement devices are mechanisms that help your customers or prospects derive value from your service quickly and easily. We had 30 days to impress our new subscribers. The key was to get them to use the service and experience some quick wins with all the Moz tools.
We therefore stayed close to our subscribers with a series of 10 quick and easy things they could do to boost their search engine rankings within the first 30 days. Hello [Name]! Your first tips and tricks are below. Handy lessons Lots of businesses assume they know what their customers think and want, but very few businesses ever take the time to find out for sure. Put your own ideas aside and get as much customer feedback about your website and products as you can. You simply cannot overdo this activity.
Compile a list of objections and, for each one, create a counter-objection. It was the best rocket launcher for a campaign looking to generate fame and be talked about. We approached local markets and encouraged them to adapt the campaign to generate local fame.
The ads used local celebrities who embodied a certain hunger trait and set them in male-pack-type situations. This provided the flexibility to tailor executions by market, which raised the chances of local fame but not at the expense of a consistent global story. As the chart below demonstrates, we achieved global buy-in to the platform.
To give you a sense of whether your communication is working as you intended or expected assuming you agreed at the outset how communication would drive the business , it is important to look at interim measures, more directly linked to communication.
This would drive penetration, which would in turn increase sales. So we tracked fame by looking at how the campaign was driving awareness and earned media, and how it was entering culture by getting talked about and shared. We tracked penetration, as we know this correlates to market share and volume growth. And we tracked our distinctive assets to understand which ones we were building and which would help us best achieve brand recognition.
As new markets adopted the platform, we saw it work in much the same way as it had in the US. The work was big, populist and famous, which earned incremental media and got people talking about the brand, further boosting fame. Russia, the second-biggest market for Snickers, was one of the first to adopt the campaign.
This was a big step as Snickers was already the most-famous chocolate brand in the country, with a long history of well-loved local ads. The first ad generated more than four times as many earned-media placements as the previous campaign.
In market after market the campaign generated fame through earned and social media and by entering popular culture. Driving fame and getting the brand talked about translated to growth As more markets adopted the campaign, sales growth for Snickers accelerated. Sales growth was 3.
We made our contact database feel like part of the Haikara team, and even gave them the opportunity to contribute to product development. Thanks to constant optimisation and data analytics, everyone was getting the information they care about the most. Autopilot delivered over 43, emails during the campaign. Each person had their own Haikara brand built around them.
Every lead had their own unique reason to fall in love with us. We engaged Haikara fans on Facebook and Instagram, and made them feel like they are building the product. With complete transparency, we published regular updates on the campaign preparation progress. We asked for feedback on marketing content and product features. We even created a secret Telegram chat group for 40 of our most hardcore fans, who were able to influence the product development.
Asking to vote in comments before it was cool The assumption was that the more emotionally invested people will become, the more likely they are to buy. After all, how can you NOT buy something you helped create…? Referral program To take things one step further, we trained Autopilot to identify the people who liked us the most, based on their engagement data. We then built a referral platform with Kickofflabs , asking our biggest fans to share us with friends in exchange for rewards.
Find out who loves you, and give them a way to spread the love We simply identified the people who loved us, and gave them a great way to spread the word. Launch Day No growth hacking case study is complete without the results, right?Where did they come from? They already owned a few pairs of watches, and appreciated Haikara for its mix of design and technology. Its "Aussie builders" campaign showed a group of workmen acting "out of sorts" on account of their hunger. Want to start doing growth marketing in your company? Phase II—testing the offer Our won page did indeed tell the Moz bathtub more completely, so it was now case to be sure with a call-to-action that could not be became. I made that. That means we are driving efficiency and exchanging effectiveness on an ongoing experimentation. To make messages more relevant, the u analyzed hundreds of spark points, and used this study to personalize the emails: Who are the eyes. A wireframe of the best.
Though many companies build tools in order to sell them, Moz took a different approach: It built SEO tools for the express purpose of using them internally in its consulting practice with Fortune companies and other major clients. But the curb appeal your case studies need comes from more than just pretty pictures.
We could not have hoped for a better launch. Combined with demographical learnings, we finally were able to reach ultra-relevant audiences. We showcased things that customers cared about but that Moz had taken for granted. In market after market the campaign generated fame through earned and social media and by entering popular culture. Are they more interested in the watch itself, the story behind it, or the famous designer who made it happen?
What did you learn and how will you use that knowledge in the future? Big, shiny images of that pretty stuff you made for them. We review those results regularly. What time of the day do they prefer to read our content?
Want more case studies like this?
Early on, a decision was taken to launch during the Super Bowl. AdEspresso automated ad optimisation rules As soon as we got the first leads, we used them to create custom and lookalike Facebook audiences. We ran a split test to see how visitors would react to it.
The minute we went live, thousands of potential buyers rushed in to place an order. We augmented the message with video.
We chose May 9, as the Indiegogo campaign launch date. Autopilot kept our leads engaged by email, from the moment they gave us their information, until it was time to buy. Delivering local fame globally So, armed with a universal human truth, a clear creative platform and the successful launch of "Game" in the US, we turned to other markets to embrace the campaign. We knew from customer research that visitors to the site were impressed with the tools but sometimes were just not sure if the tools would work in their own situations.
We believed that markets would be more likely to embrace a new global platform if they could make it their own. Think of it as an elevator pitch if not something Tweetable. We became the customer, which is a great way to see first-hand the good and not-so-good aspects of the actual customer experience. What worked? Seduction is no more stable than a trap door held shut by twine. We then compared what was on the current website with the details Rand used to sell Moz face to face.
So what gives? Embrace growth marketing in your company.