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Hero on a journey in the style of Miro


Weaving Narrative into Customer Case Studies

Case studies...snooze. Case stories? Now that's compelling. Use this framework to tie case study events to a story about both customer and brand.

By Kristen Dahlin

2 min read

Customer case studies are great for conversion, snapshotting the before-and-after of a client’s experience with a product. Since the goal is to inspire other people to buy the product or service, reinforcing the reasons to believe for the audience is crucial.

Stellar numbers only tell half that story. The other half comes from narrative.

Swipe this Framework

I developed a framework after working on a ton of written and AV case studies. I needed a way to give structure to interviews and inspire audiences to keep watching, listening, and reading. Let’s face it, objectives and results aren't always the most interesting thing to tune into.

So, I started to tell a story about two characters. The customer, our fearless hero, and the brand - the mentor/guide. Here's how to add that dash of narrative to your case study project:


Customer origin story

  • Who the customer is
  • What they do
  • Why it’s important

Brand’s matching values

  • Why customers like X are important
  • Where values of the brand and customer match
  • Why brand is qualified to help


Customer struggles

  • What problems the customer is facing
  • Why the problems are happening
  • The effect of the problems -- why they almost lose

Brand reveals the secret weapon

  • Provide empathy for customers' problems
  • Offer solutions
  • Onboard customer -- first impression


Customer triumphs

  • Customer solves problems
  • Positive effect of the solution on the customer
  • Look to the future and next goals

Brand celebrates

  • Detail specifics of solutions
  • Celebrate with customer
  • Support future growth possibilities


  • Use this framework to think about case study positioning
  • Brainstorm interview questions that reveal customers' wants, needs, and desired outcome
  • Create interview questions for your brand contact on the brand wants, needs, and desired outcome
  • Use these elements to identify points in the narrative to build empathy alongside objective facts
Kristen Dahlin

About Kristen Dahlin

Kristen fell into content marketing between Disneyland gigs and Hawaiian weddings. With a few years of SEO-fueled freelance under her belt, she wandered into tech. That winding path eventually landed her as a founding team member of BRIL.LA.