Case studies are one of the most important and fundamental components of B2B marketing. Along with testimonial quotes/interviews, and white papers on use cases, implementation and ROI, case studies allow vendors to enlist their customers as storytellers.
I’ve written dozens of case studies. Because the product content/messaging remains generally consistent from case study to case study, the challenge with each one is to find something interesting or unique to say about the customers. (I was amazed to learn that at the time I researched and wrote this, Frederick’s had more than 150 retail stores).
That fact notwithstanding, the real challenge with Frederick’s of Hollywood, a long-time retailer known for bustiers and boudoir wear, was to find images that didn’t cross the NSFW threshold.