Portfolio playbook: case-study structure
Industry guides recommend a five-part case study—Objective, Strategy, Execution, Results, Analysis—and stress pairing organic creative with clear paid metrics (CPM, ROAS, retention) in every entry-level portfolio. ( )
HubSpot, Adobe Express and Paperflite publish reusable case-study templates that structure entries around the business goal, the plan and targeting choices, a step‑by‑step execution timeline, hard outcome numbers and a closing evidence‑based takeaway. (blog.hubspot.com) WebFX’s “60+ social media marketing FAQs” was republished on North Country Now via Stacker on March 23, 2026, and the compilation highlights pairing creative examples with concrete ad metrics rather than showing aesthetics alone. (northcountrynow.com) Paid‑social playbooks and programmatic KPI guides list CPM, ROAS, CPC and customer retention/LTV as core performance fields to include in campaign documentation, with CPM and ROAS repeatedly named as the primary visibility and efficiency measures. (adsterra.com) Portfolio‑specific advice from Copyfol and curated portfolio collections on Authory advise entry‑level candidates to marry organic creative screenshots with the exact spend, date ranges and attribution that converted those assets into paid winners. (blog.copyfol.io) Agency case examples that validate the organic→paid pipeline include RocketShip’s Q1 2025 example where repurposing 12 high‑engagement TikToks into paid ads produced a 41% reduction in CPA, a concrete model employers cite when vetting junior creative+media candidates. (rocketshiphq.com) Recent ROAS playbooks that cover Meta and TikTok recommend maintaining a single source‑of‑truth dashboard to reconcile platform attribution and report platform‑attributed ROAS alongside incremental lift tests when presenting campaign outcomes in a portfolio. (shortenworld.com)
