I’ve been collecting case studies from campaigns we’ve run—tracking metrics like conversion rates, cost per acquisition, customer lifetime value, all of it. The idea is that when a brand questions my pricing, I can just pull out a case study and say, ‘Look, here’s what you got for that investment.’ Seems logical, right? But I’m not 100% confident it’s actually working as a sales tool.
Some brands look at the data and nod. Others seem to dismiss it because the study is from a different brand or category, or they assume the conditions won’t apply to them. I’ve also noticed that US brands and Russian brands approach this differently—they value different metrics, ask different questions about the data.
I know there are people in the community who work across markets with this kind of evidence-based selling. Are your case studies actually changing minds on pricing, or are they just nice to have? And if they work, what makes the difference between a convincing one and one that just gets filed away?
Case studies only work if they’re positioned correctly, and here’s what I’ve learned: brands care about case studies from their category, not general case studies. A fashion brand won’t trust a case study from a fintech company, even if the ROI is better. So my first recommendation is to segment your case studies. Build 3-4 really strong ones in core categories you work in, rather than 20 weak ones across random verticals. Second, include the metrics that matter to that category. For DTC fashion, it’s repeat purchase rate. For SaaS, it’s CAC and LTV ratio. For e-commerce, it’s average order value. Match the metrics to the audience.
Also—and this matters—be honest about caveats. If a case study is from a different audience or campaign structure, say so. ‘This is from a similar brand in a different market, so your results might vary’ actually builds credibility. Brands can smell when you’re overstating results. The ones who trust you are the ones who are realistic about limitations.
The case studies I share are less about justifying the rate and more about building confidence in the partnership. I frame it as: ‘Here’s what we accomplished together before. Here’s why I think I can deliver similar value for you.’ It’s not really about the price; it’s about demonstrating competence and building trust. When a brand trusts you, they’re way less likely to negotiate on price. So maybe instead of viewing case studies as ROI proof, view them as relationship-building tools. They humanize the work and show you’ve done it before.
From the creator side, when a brand asks me to justify my rates, I share a pretty simple case study: ‘Last brand paid X, got Y conversions, that’s a Z CPL.’ Super straightforward. But what actually closes most deals is when the brand can see my engagement rate and audience quality. Those speak for themselves. The case study is just confirmation. If a brand still questions my rate after seeing proof, it’s usually a budget issue, not a value issue. At that point, I’d rather walk than discount, because it signals they don’t have enough budget for the collab to succeed anyway.
Case studies are table stakes for us, but they’re not the primary sales tool. What actually moves deals is the relationship and the brand’s confidence that we understand their business. Case studies support that confidence. Here’s my system: I keep a running doc of all our campaigns—metrics, learnings, outcomes. When I pitch a brand, I pull 2-3 relevant studies and present them conversationally, not as a formal deck. ‘Based on similar work we’ve done, here’s what I’d expect…’ It feels more like expert advice than a sales pitch. That credibility is actually what justifies the rate.
I think case studies matter, but they matter less than you think if your core positioning is right. If you’re selling purely on cost, no case study will help—you’ll always be undercut. If you’re selling on strategic value, results, or exclusivity, case studies are really compelling. So before building the perfect case study, make sure your core value prop is actually defensible. Are you rare? Do you deliver unique outcomes? Can you move the needle on specific metrics the brand cares about? If yes, the case study matters. If no, all the beautiful data won’t help.
We use case studies differently in Russia versus US markets. Russian audiences want to see detailed numbers—every metric. US audiences care more about narrative and storytelling. So we actually build two different case study presentations for the same campaign. One is a data-heavy slide deck for Russian partners, one is a story-driven narrative for US partners. Sounds tedious, but it’s worth it because it increases conversion rates on both sides. The content is the same, just packaged differently for how each market thinks.