YouTube/Google Case Studies Development

Client: YouTube, Google, CNN Brasil, Reuters, Negocios TV, Toaster

Project: Case Studies

Capabilities: Customer Interviewing, Case Studies, Copywriting, Creative Direction, Content Strategy

Last year I was able to work with YouTube and Google to help them publish a case study with India Today Group, showcasing the results of ITG’s collaboration with the YouTube Partner Sales program. Toaster facilitated the relationship and managed the project.

This year they invited me back to do three more case studies, this time with one added component — the chance to interview customers directly on their behalf.

From the brief, “We want to inspire YouTube Partner Sales partners globally with case studies of partners who have demonstrated revenue growth through the Partner Sales program. The case studies should be based on in-depth interviews conducted with the partner company’s execs driving the changes. ”

Here’s a quick overview of the project and then some snapshots of the finished case studies.

Before we get into the work, I wanted to take a few lines to make the case for case studies. I meet so many companies with case studies on their wish list but they can’t seem to find the time for it. Often they settle instead for a single quote from an executive or just displaying a row of logos. This really is insufficient.

Build a deeper relationship with your customers

Give you insight that can be used by sales, marketing, product, customer success, just about every team in your organization

Proactively overcome sales objections for prospects who read them

Last for many years, even if your product or brand makes significant changes

Increase conversion and retention rates, depending on the focus of the case study, and act as an extension of your sales and support teams

Case studies don’t require customer interviews, but I do recommend going that route if you’re able.

Back to the story…

When I started, the brief had already been written and a list of suggested interview questions developed. My first act was to review a large stack of research on the Partner Sales program, along with their objectives for the case studies, and then rewrite their questions to ensure our interviews would yield good fruit.

60-minutes each

Recorded

Transcription

1-3 customers on each call

Objectives and Expectations

Adoption

Inventory & Rates

Advertiser Reactions & Pitch

Success

Summary

Once the YouTube/Google team signed off on this outline and my new set of questions, we got to work scheduling the interviews.

I led the interviews, recording them using Google Meet and then transcribing the videos through Rev, which is my preferred transcription service. Word for word accurate transcriptions make a huge difference, especially when it comes time to pull direct quotes.

Due to the tight timeframe, we did all three interviews in the span of a couple weeks.

Although we were using the same question set for each interview, different themes began to emerge from each one.

With the interview completed and transcription delivered, I set aside about 5 days for each case study, giving myself enough time to digest the material, develop the story, search for any missing facts, and make suggestions for the creative direction of visuals to support the story.

Drafts were then circulated, small edits made, and the case studies finalized. Here’s a snapshot of how they turned out. Click on the thumbnails to expand them.

YouTube/Google wanted to make sure each of the three case studies focused on a unique benefit or challenge. While some may think this would require a different set of questions for each interview, I disagree. It’s simple enough to ask the right questions, go deeper on follow-ups, and then wait for the stories to naturally emerge.

Transcription really does make a huge difference. I’ve yet to find an AI-powered service that is accurate enough for my needs. So in my mind this is a cost that it well worth paying.

Developing a good rapport during these types of case study interviews calls is important. I like to use the start of the call to ease the tension, tell a few jokes, and generally get them out of their shell.

The Toaster team was fantastic as always in coordinating and providing me with everything I needed to deliver a good result.

My name is Derek and I write all kinds of things for businesses of all sizes in many different industries. Do you have a writing, research, or strategy need? This is what I love to do.

Send me an email: derek@plain.run