The lesson
In a case study about a format, show the real creative at the center and let the setup and quotes sit around it.
The move
The sheet is titled "A CAROUSEL SUCCESS STORY". Three actual carousel cards, showing $20k, $75bn and 27.5%, sit in the middle. Objectives and target audience fill the left rail, a National Australia Bank profile and two quotes the right, and a "WHY IT WORKS" row of three icons runs below.
Why it works
- Our readThe creative itself holds the center of the sheet, so a reader can judge the work and not just someone's description of it.
- Our readSide rails hold objectives, audience and quotes in short blocks, so the whole sheet can be scanned in one look.
- Our readThe "WHY IT WORKS" row turns the example into three reusable ideas, such as telling a story across swipeable cards.
What not to copy
Don't copy the vague results line, which only says the campaign beat a regional benchmark with no figure. Keep the artifact in the middle and give your results real numbers.
