In evaluating case studies, it is essential to ascertain whether a case study is actually “social marketing.”  The following five questions, framed by R. Craig Lefebvre, provide a framework for this evaluation:

1. Do the authors understand and have an insight into their target audience?
2. Are they focusing on behavior as their product (what are they encouraging a large number of people to adopt or sustain)?
3. Do they influence or try to alter the relative balance of incentives and costs for either maintaining the current behavior or adopting a new one?
4. Do they attempt to increase access and opportunities for the audience to try the new behavior and then sustain it?
5. Are communication and other promotional techniques used to assure that they reach and engage the audience in ways that are relevant, attention-getting, tap into existing motivations and aspirations and have sufficient frequency to be remembered and acted on?

If you can answer 'yes' to all of these questions, you may have a social marketing program.

The following is a list of websites rich in social marketing case studies. 

The Fostering Sustainable Behavior website has over 50 cases studies focusing on environmental issues
http://www.cbsm.com/

The Social Marketing Wiki has a number of excellent cases in a variety of topic areas
http://socialmarketing.wetpaint.com/page/Case+Studies

Caseplace.org has a searchable archive of case studies in business and sustainability
http://www.caseplace.org/

The Centers for Disease control and prevention have a number of selected case studies
http://www.cdc.gov/nccdphp/dnpa/socialmarketing/case_studies.htm

Tools of Change offers a broad selection of case studies of community programs from across North America
http://www.toolsofchange.com/English/firstsplit.asp

Social marketing downunder has some cases from abroad
http://www.socialmarketing.co.nz/casestudies.htm