9 Social Media Marketing Case Studies for Small Businesses in 2021

1. K9Cuisine

Small internet-based businesses find more opportunities in the online market as it widens their reach to prospective clients. But have you wondered how many companies are able to bank upon that opportunity in general? Apparently, very little. It is because not many companies are able to establish trust for their brand in the market, and there are already big brands available. So, how do you get past this situation? Here is an amazing example of a company from which we all can take some notes.

About K9 Cuisine

K9 Cuisine started in 2007 as a small online seller of premium pet foods and accessories. It is based in Paris, Illinois. The owner launched the company because he was not able to source good quality food locally and online, and after the launch of the store, they started receiving good responses from the market for premium pet food.


The biggest challenge that the company faced in its initial years of operation was to establish a trustful relationship with its customers and vendors. It was a constant challenge to turn the website visitors into buyers. But that did not stop the company from trying out a new strategy to build their customer base, as the response was incredible.

The brand leveraged the customer ratings and reviews to show its credibility. The owners believed in credibility so much that they have added a comment feature that automatically adds the review on their website. With 300+ ratings and reviews on their website, it is outstanding how testimonials have helped the company to scale its product. They do not take down the negative reviews, rather use the user-generated data to improve their service experience.

Another thing that has worked out for the brand is their Ask the expert section. They help their customers to find the right product for their pets. It allows new pet owners to make informed choices and trust a brand that is not just about selling them all what’s available on the site. For them, it is about the experience and the convenience. They serve value to their customers by learning about their needs.

The brand’s social media strategy, blogging activities, and omnichannel customer service approach allow them to exceed the expectations of the customers. K9 Cuisines is the finest example of how you can improve the customer experience at various levels.


Marketing your brand online requires you to keep a 360 degree0 approach. It helps you in scaling your business and allows you to widen your customer base. If you want to follow the review and rating strategy of the K9 Cuisine brand, here is a type. Pop a survey to your customers on their first purchase. Do not include more than 5-8 questions. Follow a short-answer type format and email it to your users with a link to the survey.


2. Dollar Shave Club

Did you know there are more than 101 types of content that you can use yearlong to boost your marketing practices? In fact, you do not have to use them all; you just have to be strategic to utilize the right content type that offers you maximum reach and at less cost. Let us have a look at a few lessons we can learn from Dollar Shave Club.

About Dollar Shave Club

Dollar Shave Club is an American Company that was started in the year 2011. It is a multi-million-dollar company that started as a solution to sell off the surplus of razors that was present with the father of a friend. Dollar Shave Club is known for its quirky advertisements and creativity. In the initial phase of the company, they uploaded a YouTube video that went viral and gave them 12000+ business leads. Out of the box business idea and the advertising genius has made the company outstanding in marketing its brand and not so uncommon product. Here is some content strategy that the company uses that we really love about them:


  1. Power of video 

The storytelling of the company is unique. They have a very powerful emotional connection with the audience. They pick stories that resonate with the lives of their users. They don’t use big brand ambassadors or influencers to back their products. And this simple touch makes their brand storytelling powerful.

  1. Virality for Success

The company utilizes the various free avenues for marketing its products and keeps the brand engagement going. You will see them active on Facebook, YouTube, Snapchat, and Twitter. These free marketing opportunities have allowed them to get consistent engagement and helped build trust.

  1. Understanding the target audience

The brand tells stories that are very relatable to its audience. It helps them have a brand positioning. The way they use the stories that are common to men, such as a man how is excessively hairy as a neanderthal needs blades with the edge as sharp as katana. These small, relatable stories have built the brand what it is.

  1. Value proposition

They nail their every content. You would be surprised to know how great they are at promoting their services. Check out this banner on their website.

The company focuses on the value proposition and brings it in its messaging and content strategy over social media, ads, landing pages, and videos.


It is important to establish an emotional connection with your users. It helps you in retaining them and instates brand loyalty. With the right strategy and good people to develop content, you can captivate your audience easily. All you have to understand is what language they speak and what topics they find relatable. Also, stay authentic.


3. Dominique Ansel Bakery (The Cronut)

A lot of businesses confuse scalability with only having the capacity to serve in large quantities. Most businesses face the bad consequences of losing their focus on quality. There is a very important connection between efficiency, craftsmanship, and quality. It is essential for you to strike a balance and to know your infrastructural limitation. Dominique Ansel Bakery is an exemplary case study for businesses that are small and provide unique solutions.

Introduction: Dominique Ansel 

It all started when Dominique Ansel, a pastry chef, decided to bring the taste of French confectionaries to New York. A place where people can die for a donut was not very hooked to the French delicacy croissant.

It was then the chef decided to fuse the qualities of a croissant and donuts to create Cronut, a sweet for which people form a line outside of the Dominique Ansel Bakery at 7.20 on a chilly Monday morning. Unique flavours, excellent craftsmanship, and very tasty.

For most of us, this success would seem like a call for scalability and starting out a big factory and huge investment to start selling the product to millions of people. But not to Ansel. He understood the market and responded fast to the needs of the consumers.

Despite the huge success of Cronut, people take time out of their schedule and stand in line because he only makes 200 a day. No compromise on the quality, no changes in the cooking method, and no large infrastructure. In fact, a person can only have two Cronut, not more than that a day. Most of all, Cronut is trademarked. There would only be one true Cronut, and you can have it at no other place than Dominique Ansel Bakery.

The idea of the thing being limited is driving the demand for the pastry. The less of something helps add more value to something we dearly want to savour. The more we want something, the more lengths we would go to get it.


Stay creative, stay crazy, and when you have invented something that makes people come to you time after time, do not lose focus on the quality.


4. Card Against Humanity Case Study

Card Against Humanity is one of the most unique and successful business ideas of our times. But today, we are not here to talk about what they do; rather we are going to talk about what they did on Black Friday.

Black Friday is a time when people shop insanely because all the big brands offer huge discounts on new and old products. It is one of the most sought-after times of the year, and a huge sum of marketing budget is allocated for promoting the products and discounts.

But not Card Against Humanity. The clever marketers leveraged this opportunity to some of the strangest products on discounts. For example, they put 99% off on a twenty-dollar bill or Sony 4K TV. Similarly, there was a life-sized Orlando Bloom Cut-out on sale along with a 50-pound wheel of Romano cheese, etc.

For years they have been putting bizarre things on 99% of sales. In 2014, they sold $180,000 worth of bull feces on the Black Friday sales, and then in 2016, they dug a hole for as long as people kept on giving money to keep the backhoe running to make the hole bigger.

Every year, their sense of humour keeps on getting better, along with their bizarre ideas to take the world by storm. It is some sort of hate and love relationship between the brand and Black Friday.

Here is what Max Temkin (Co-founder, Card Against Humanity) has to say about the flash sale and Black Friday:

“Black Friday probably represents the worst things about our culture. It’s this really repulsive consumerist frenzy right after a day about being thankful for what you have. So, it’s always seemed like a really good subject for parody to us. We have no idea if people will like [the stunt], or pay attention, or get really mad at us. It’s really satisfying to see people get the joke and participate in it. And hopefully, it brings a smile or a laugh to people on kind of a [expletive] day.”


Authenticity and leveraging a trend should be in unison. It is not essential to use trends that pop up almost daily on Twitter or Instagram. The most important thing is it should speak with your users and consumers. Most of all, stay true to what your brand stands for. Even when it is a huge risk, a little humour and creativity will pan out well, even in a competitive market.


5. Chubbies Case Study 

Chubbies is one of the most popular clothing brands, and they are loved by thousands of people. It was started by four friends, bonded by their love for short shorts. The dream was to build some of the coolest pairs of shorts which people would want to talk about, wear all day and enjoy the convenience.

Testing their idea on the Fourth of July, the four friends wore their product on Lake Tahoe, and soon, people started asking them about the product. People wanted to try the product, and they got some good leads, and also, the idea got validated.

Next, in 2011 they launched their website, and a few months before winter, they started preparing for the spring month. That was when they would be able to make some actual money from their idea, so the team started to build their inventory and marketing their target audience.

What’s more interesting than the product idea itself is their marketing strategy. They leveraged the digital marketing avenues such as emails, ad copies, and photographs that helped them strike a common bond with their target audience.

Check out this ad copy, for example, the message is bold, unapologetic, humorous, and most of all, it connects to people on an emotional level. They have a guerrilla-style distribution strategy, and it worked for them.


Content marketing isn’t easy as you have to be very persistent in your content creation. But having a strong narrative can help you build your strong presence. It would allow you to cut through the competition and develop your unique position in the market. It is a good way to establish brand identity.


6. Goat Yoga Case Study 

It is always a good idea to choose the business option that matches your current capabilities when you are expanding, like Jenness Farm. They already had goats, and they were making natural soaps from goat milk. When it came to expanding their business, they decided to do it in a fun way and started goat yoga classes.

The farm is in a beautiful vicinity and offers yoga classes throughout the week and weekend. They are sold out months in advance, and the idea has not only opened a new opportunity to expand but gave a major boost to their primary business – soaps.

Today Goat Yoga is extremely popular, and people are responding to it very well. The marketing strategy they used was straightforward. They leveraged the trending topics and found that people are engaging with the content. They promoted their services as unique as they can. They had a website and Facebook page and regularly posted content online. They shared blogs, videos, and photos on their website and social media.

Learnings: Think of something unconventional, illogical, and fun way for your business. Not every time you want to sit in a conference room in formals to decide on the next strategy for your business. Observe the current trends in the market and the emotional-mental status of your customers and you will have the best of the ideas to execute.



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