How to write a case study that will still be newsworthy in 3 years
If you know a bit about the media, you'll have realised that usually any story or case study can only stay in the news for less than 10 days. After 10 days, the story or case study is deemed 'old', and is forgotten unless there is a blinding reason why it should still be around. So why are we still talking 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 unique way to broadcast a message. But the projection also included a link to Mr Bodson's website (Bragster.com), where anyone could use his credit card details to make telephone and online purchases. This case study successfully linked Internet marketing with guerrilla marketing. How does your case study experiment with form?
The case study was popular with the public. Before the projection, Mr Bodson placed clues on the website as to where the two projections would be. The clues created hype that was picked up by social media, meaning the campaign was greatly anticipated before it had even begun. The case study had great public appeal. How can you boost the appeal of your case study?
The case study had a positive message. The bottom line was, of course, marketing. But there was a bigger message: Mr Bodson claims "with all the doom and gloom, we wanted to bring a little Christmas cheer." What positive news does your case study bring?
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.
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 unique way to broadcast a message. But the projection also included a link to Mr Bodson's website (Bragster.com), where anyone could use his credit card details to make telephone and online purchases. This case study successfully linked Internet marketing with guerrilla marketing. How does your case study experiment with form?
The case study was popular with the public. Before the projection, Mr Bodson placed clues on the website as to where the two projections would be. The clues created hype that was picked up by social media, meaning the campaign was greatly anticipated before it had even begun. The case study had great public appeal. How can you boost the appeal of your case study?
The case study had a positive message. The bottom line was, of course, marketing. But there was a bigger message: Mr Bodson claims "with all the doom and gloom, we wanted to bring a little Christmas cheer." What positive news does your case study bring?
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.
About the Author:
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.