If you watch the media closely, you’ll see that unless a news story or case study is phenomenal, it won’t stay around for longer than 10 days. New stories sell papers, and case studies should have a new development before they will even be considered for a second report. Why then, are we still hearing about Bragster’s guerrilla marketing case study from 2008? And how can we write our own case study to last just as long?
The case study was one-of-a-kind. An Internet entrepreneur gave away 10 000 to the public by projecting his credit card details onto two buildings in London. The projection, which was over 3m tall, was a blown-up version of Mr Bertrand Bodson’s MasterCard. Nobody had ever done this before, which is why we’re still hearing about this case study. What about your case study is similarly one-of-a-kind?
The case study linked traditional and revolutionary advertising techniques. Projecting your credit card onto a building is a distinctive way to transmit a message. But the projection also featured a link to Mr Bodson’s website (Bragster.com), where anyone could make telephone and online purchases using his credit card. This case study successfully linked Internet marketing with guerrilla marketing. How does your case study experiment with techniques?
The case study was popular with the public. Before the projection, Mr Bodson used his website to post clues as to where it would be found. The resulting hype spread through traditional and social media, stimulating audience attention in anticipation for the campaign. The case study appealed to the public. How can you boost your case study’s appeal?
The case study had a positive message. Of course, there was a marketing bottom line, but this campaign was bigger than that. Mr Bodson claims “with all the doom and gloom, we wanted to bring a little Christmas cheer.” What positive message does your case study have?
When we consider what makes our case study unique, popular, and relevant, it becomes a lot more effective. Not every campaign is as newsworthy as the Bragster one, but for case studies to be remembered at all, their crucial elements must be emphasised. Be concise and relevant.
This article was written by Emma Rose Smith of TXT2GET, a leading SMS marketing company operating from the US, NZ and Australia. For more ideas on how to write a memorable case study, visit TXT2GET’s free online case study database or the case studies page of the TXT2GET blog.
