Case studies are one of the most powerful tools for businesses in Kenya to showcase their expertise, demonstrate results, and build credibility with potential clients or partners. Unlike simple testimonials, case studies provide a structured narrative that highlights the challenge, the solution, and the measurable impact.

If your business has done great work but doesn’t know how to document it, you’re not alone. Many companies in Kenya, especially in technical industries like construction, real estate, tech, health, and non-profits, struggle with packaging their work into compelling stories that resonate with audiences. That’s where professional storytelling and communications support comes in.

At our PR agency, we specialize in helping businesses turn raw data and projects into compelling narratives that attract attention, build trust, and create new opportunities.

Table of Contents

Why Case Studies Matter for Businesses in Kenya

• Build credibility: A well-documented case study acts as social proof. Most new clients need proof of expertise before trusting your business.
• Differentiate your brand: Every industry has competitors. Case studies help you stand out from competitors by demonstrating how your service works and who you target
• Support sales and fundraising: Case studies are persuasive tools for pitching to investors, donors, or clients.
• Enhance online visibility: SEO-friendly case studies help your business rank higher on search engines in Kenya and beyond.
• The perfect long-term digital PR Asset: A case study produced ten years ago is not only relevant but more valuable. Unlike everyday marketing tactics, case studies pay off over a long period of time.

Case Studies vs. Impact Stories: What’s the Difference?

Although they are often confused, case studies and impact stories serve different purposes:

• Case Studies
  • Business-focused
  • Structured around problem → solution → results
  • Often used in B2B sales, investor pitches, and published on corporate websites and socials
  • Storytelling is data-driven (KPIs, timelines, processes)
• Impact Stories
  • People-centered, rather than business-focused
  • Highlight human experiences, community transformation or industry transformation
  • Common in NGOs, donor reports, and CSR initiatives
  • Perfect for capturing high impact work or behaviour change unlike case studies which are business-focused
  • Storytelling is emotion-driven (personal narratives, quotes, emotive visuals)

If your goal is to sell a product, service, or solution, case studies are the right tool. If your goal is to demonstrate social change, impact on an industry or community benefit, impact stories are better suited.

Related:

How Non-Profits, Institutions in Kenya Can Tell Powerful Impact Stories

Types of Businesses That Need Case Studies

Not every business requires case studies, but for certain industries in Kenya, they are an invaluable marketing and communication asset. Here are a few industries that should definitely curate case study stories about their work:

Industry	What to Showcase in A case Study
Construction and Real Estate	Showcase completed projects, processes, project timelines, investor partnerships, or housing solutions.
Technology Startups and Businesses	Highlight how software, apps, or platforms solve real business or consumer painpoints.
Manufacturing and Supply Chain Firms	Prove quality control, efficiency and reliability
Agencies and Professional Consultants (Legal, Finance, interior designers, architects)	Demonstrate problem-solving, results and expertise.
Educational Institutions and Trainers	Show learning outcomes, graduate success, or industry partnerships.
Healtchare providers	Document success in treatment approaches, medical innovations
Unique product sellers (solar products, home-based installations)	Create awareness, demonstrate how product works, showcase efficiency, results and client satisfaction.

For these busines

---

How to Document a Business Case Study in Kenya

Documenting your company’s work should be an everyday process. The brief clips and records you keep can come in handy further down the line. However, if you want a more structured and customized case study to publish on a corporate website, socials or in an advert, here’s a step-by-step framework that works across industries:

1. Identify the Client or Project
   • Choose a project that had a measurable impact. Aim to work with clients that showcased customer satisfaction or projects with the best outcomes.
   • If you are interviewing a client, ensure they are comfortable being featured. The secrete in landing a case study interview is in asking multiple people and demonstrating value for those you are requesting. For instance, how will your clients benefit from being interviewed?
2. Define the Case Study’s Structure
   • Clearly outline the challenge the client faced. If possible, explore other solutions they explored but failed (avoid attacking competitors).
   • Make it relatable to the Kenyan context (e.g., lack of professionalism in the industry, stiff competition, infrastructure gaps, regulatory hurdles).
3. Describe the Solution you offered
   • Detail the product, service, or the strategy you implemented.
   • Highlight what made your solution unique.
4. Showcase the Results
   • Use measurable data (percentages, timelines, cost savings, revenue growth, etc.).
   • Where data isn’t available, use qualitative feedback.
5. Add the Human Element
   • it is highly advisable to hold an interview with clients or people involved in a project for social proof.
   • You may also include quotes, photos, or short video clips of a project or previous snippets.
   • This makes the case study relatable and engaging.
6. Package It for Multiple Platforms
   • Website articles (SEO optimized)
   • Short videos or reels for LinkedIn, TikTok, Instagram
   • Slide decks or brochures for pitches
   • Podcasts or short audio features
   • Downloadable PDFs for investors and clients

Different Mediums for Sharing Case Studies

When producing case studies you have to maximize the content. First, convincing clients to appear in interviews is not easy. And second, production is time-consuming and costly. Modern case studies should be repurposed across multiple mediums to reach different audiences:

• Written articles (can be lengthy or brief features published on the company blog or case study wesbite page, LinkedIn posts, press features)
• Infographics (quick visual breakdowns for presentations and social media)
• Short videos (before-and-after stories or detailed client testimonials)
• Podcasts (narrative storytelling about the process and results)
• Interactive PDFs (Featured case studies in written formats with accompanying photos, ideal for donor or investor engagement)

By diversifying the format, your case study becomes more versatile, ensuring it reaches diverse audiences where they spend the most time.

Alternative Content for Businesses That Cannot Produce Case Studies

Some businesses may not have projects suitable for case studies. For example, early-stage startups, companies under strict client confidentiality, or service providers without measurable project data. In other cases, communication with past cients is cut off after service or product delivery. In such cases, alternative content can still build authority:

• Thought Leadership Articles – Share expert insights on industry trends in Kenya.
• How-To Guides – Educate potential clients with practical step-by-step solutions.
• Explainer Videos – Showcase your product or service visually and share knowledge on how it works, benefits and solutions to common problems.
• White Papers & Reports – Provide in-depth research or market analysis. This will help you gain visibility while positioning your company as an expert.
• Customer Testimonials – Collect and share direct quotes from satisfied clients.
• Behind-the-Scenes Stories – Showcase your team, processes, or innovation journey. This is highly relevant in industries where services are one-off with no future contact with clients.
• Data Visualizations – Share industry insights or survey results in infographic form.

If you’ve missed out on opportunities to document your work, start investing in photography, short high quality video clips, client interactions and testimonials. Make sure you act within the Data Protection Act, 2019 and ethical guidelines in your industry.

Professional Storytelling and the cost of production

Most businesses in Kenya have impressive results but lack the time, skills, or resources to document them in a compelling way. Working with professionals who understand storytelling, technical production and multi-media content can help you capture the right details. Perhaps you are worried about the cost of working with professionals. Here’s a simple breakdown.

Medium	How Costing is Done	Pros and Cons
Short Videos (Under 3 minutes)	Costing often considers the production timeline, logistics (for out of town shoots), type of shoot (indoor, outdoor, drone shots, etc), number of cameras and editing. Charges can be per video (priced according to complexity)	Pros: Videos are visually engaging and most modern audiences prefer to consume short video content. There is possibility for a wide reach. Con: Video content production is more expensive, time consuming and requires a lot of planning with little room for mistakes.
Website Articles	Pricing is done per article, based on word count. The perfect word count for a case study is between 500 words to 1000 words.	Pros: Pricing is more predictable. Clients don’t feel preassured to appear in videos or photos, there is room for future edits. Articles provide an opportunity to optimize the website. Can be repurposed into PDFs later. Cons: Not visually engaging. Requires good storytelling skills to attract audiences.
Photos	Pricing is often per photo or per day for lenghty, periodical shoots	Pros: Relatively cheaper than other types of content. Visually engaging, easy to work with. Photos can accompany both video content and articles. Cons: Limited use, requires written consent from subjects, need to be accompanied with great captions (photographers may not provide such as an ad-on).
PDFs	Costing is based on the different elements (written content, photos and page layouts plus flat fees for lengthy reports) Can be priced per page or per each element.	Pros: Appealing to serious audiences (investors, donors, high networth clients). Organized and easily shareable. Can be used in media relations. Cons: Time consuming. Not cheap, requires audiences’ time to download and consume. Limited reach.
Audio (Podcasts and Short Audio Clips)	Cost depends on production style. For studio shoots, you will pay studio fees and production support; (content planning, scripting and editing). For in-house production (suitable for long-term production only) you might incur equipment cost and production support.	Pros: Timeless, unique and provides room for in-depth storytelling. Short audio clips can be published on multiple platforms. Cons: Time consuming, requires a lot of planning, only suitable for storytelling, limited reach in Kenya, demands a lot of marketing.

Final Thoughts

If your business has been doing great work but hasn’t been documenting it, you’re leaving value on the table. Case studies are not just “nice-to-have”—they are essential assets that showcase credibility, win new clients, and build long-term trust.

Whether you’re in real estate, construction, tech, or non-profit, our PR agency can help you craft case studies that combine data, storytelling, and multimedia for maximum impact.

FAQ: What to consider when producing marketing case studies for businesses in Kenya

1. What’s the ideal length of a written case study for a corporate blog?
Most case studies are 800 to1,200 words, but they can be shorter depending on the nature of a project or service. If adapted for social media, the can be much shorter (200 to 400 words).

2. Do I need client permission to publish a case study?
Yes. Always secure approval before publishing any project details. For photos and videos, get written consent and explain where the content will be published.

3. Can case studies be anonymous?
Yes. If a client prefers confidentiality, you can anonymize their details while keeping the story engaging. Anonymity however dilutes credibility.

4. How many case studies should a business publish per year?
Ideally 3 to 6 strong case studies annually. Quality matters more than quantity. It is however important to document your company’s work all year round through images, and short videos.

5. What’s the difference between case studies and testimonials?
Testimonials are short client quotes. Case studies are detailed narratives that provide context, process, and results.

6. Does P&B Communication provide case study production services?

Yes. We not only help businesses produce case studies but we bring storytelling and technical expertise to the table. Beyond conducting professional interviews, we also help you secure the interviews with clients and draft legally compliant consent forms.

7. What is the cost of producing one case study for a business in Kenya?

Depends on the medium or type of content. Photo based and article case studies are the cheapest. Video, PDFs and Audio case studies can be a bit pricy depending on the complexity of production.