Start with the buyer’s problem
A good case study is not a highlight reel. It shows what the client needed to change and why the campaign was designed the way it was. Was the brand entering a market, launching a product, trying to make a destination feel relevant, or building a library of social-native content?
State the situation in plain language. Include the audience, market, timing, and barrier. If the client name cannot be shared, describe the industry and scope without making the work sound more dramatic than it was.
Explain the work in a way another buyer can picture
Show the campaign choices: how the audience was researched, what creators were selected for, what content was made, how paid distribution or other channels supported it, and what happened after the post. A list of services is not enough; explain how the pieces served the brief.
Useful details include the number and type of deliverables, creator roles, campaign duration, usage rights, market targeting, media investment when approved, landing or booking path, and the reporting setup. Include what the client contributed if it affects the outcome.
Report outcomes with their context
Put the metric next to its definition and time period. Distinguish views from unique reach, clicks from sessions, platform conversions from site purchases, and total campaign revenue from creator-specific attribution. If numbers cover overlapping windows, say so and do not add them together.
If spend or new-customer counts are unavailable, do not publish ROAS or CAC. If there is no control or suitable comparison, do not call a result incremental lift. That honesty does not weaken a case study; it tells the reader what was measured and what the next test could establish.
- Source and reporting window for every important number.
- Definition of the event: view, click, purchase, booking, lead, or revenue.
- Which channels and campaign elements are included.
- Attribution method and what it can reasonably claim.
- What is unknown, not supplied, or outside the measurement design.
The TGA read
Buyers do not need inflated language. They need to see that the agency can diagnose a problem, build the right work, coordinate the moving parts, and learn from evidence. A transparent case study makes that capability visible.
Our case studies identify the client or agreed anonymized category, describe the campaign, and report outcomes with their sources and limits. The goal is to show what TGA can do—not to promise that another brand will get the same result.
Questions
buyers ask.
Should a case study include client revenue?
Only when the client has approved it and the source, period, and attribution method are clear. Otherwise use approved nonfinancial evidence or describe the work without implying unverified revenue.
Can a brand anonymize a case study?
Yes. Describe the industry, challenge, scope, and outcome accurately, and avoid details that reveal the client without permission.
What’s the difference between attributed revenue and incremental revenue?
Attributed revenue is assigned to a campaign using a specified method. Incremental revenue estimates what changed because of the campaign compared with what would otherwise have happened.
Sources are included where an outside standard, public guidance, or industry report informs this explainer. Campaign decisions still depend on the brand’s category, data, and legal review.