Bongi Mbuli is the Senior Global Communications Manager at Vodafone.
In communications, storytelling is our superpower. And one of the most effective tools in our arsenal is the case study – a way to bring strategy, impact, and lessons to life with authenticity and actionable insights. Yet, case studies often sit in the background of our content strategies, overshadowed by other formats.
Over the years, I’ve had the privilege of creating and leading impactful case studies, including documenting the impact of Onboarding on Employee Experience; how Customer Experience (CX) Labs drive customer-centricity and lead to service delivery improvements; and more recently the value coaching on leadership development and how coaching can transform leadership behaviours – all pieces of work that have lived beyond the walls of the organisation and published in publications such as Havard Business Review, HR Leaders in Africa (an eBook by the Top Employer Institute amongst others.
Each of these projects underscored how powerful case studies can be in not only communicating impact but also inspiring action. They’ve helped me see that case studies are more than just stories. They are strategic tools that build trust, credibility, and alignment.
Here are 5 reasons I believe case studies should be part of every communicator’s content list:
1. They turn Strategies into Stories
Case studies can help translate strategies into tangible, relatable narratives. They show, rather than just tell, how your organisation delivers value, making them an authentic way to build credibility and engagement.
2. They elevate the Business Narrative
In a world filled with noise, case studies cut through with clarity and impact. They shine a spotlight on innovation, measurable outcomes, and best practices. Moreover, they became a valuable piece of institutional knowledge, preserving lessons and achievements that guide future strategies.
3. They inspire Action and Replication
A good case study doesn’t just inform—it inspires others to take action. By showing the “how” behind the results, you empower others to do the same. This ripple effect of replication is especially powerful in large or complex organisations where scaling best practices can seem challenging. When teams see a clear pathway to success, they’re more likely to embrace it and make it their own.
4. They showcase the Strategic Value of Communications
By synthesising insights, highlighting achievements, and crafting compelling narratives, we demonstrate how communications contribute directly to business outcomes. More importantly, the process of developing case studies is a learning experience for any comms person involved in it. It sharpens critical skills like interviewing, storytelling, and strategic positioning.
5. They build Bridges Between Strategy and Execution
Case studies are more than just stories—they are blueprints for future success. They bridge the gap between strategy and execution, showing how plans come to life and deliver real impact.
In my experience, they’ve also served as a powerful tool for alignment. Whether it’s inspiring employees by connecting their work to larger goals or building trust with external stakeholders, case studies provide the proof points that make strategies relatable and actionable.
Let’s Bring Case Studies to the Forefront
Case studies are often overlooked, but their value is undeniable. They have the power to inform, inspire, and transform by connecting strategy to results and ideas to action.
As communicators, we should prioritize case studies as a key part of our content strategy. They’re not just a way to tell stories—they’re a way to drive change, inspire innovation, and showcase the true impact of our work.
