The education system in the United States faces serious and significant challenges, which is why the critically acclaimed documentary, Waiting for “Superman,” made such an impact on viewers. For the film’s marketers, the goal was to transform this inspiration into action so that the ideas expressed in the film made it outside of the theater and into mainstream societal consciousness.

The success of these efforts cannot be understated. Using a cross-channel approach for the distribution of digital codes, the 15.5% average redemption rate for driving people to donate funds to classroom projects exceeded expectations. Furthermore, an analysis of the various redemption rates demonstrated the importance of developing a mobile audience, with a 45.96% redemption rate resulting in $832,254 in donations impacting 699,738 students and 26,913 classroom projects.

Three crucial best practices emerged from this study:

Cross-channel digital strategy: a cross-channel approach puts an audience at the center of a campaign, rather than an individual channel with the audience secondary. As a result, reaching marketing goals takes on a snowball effect (and for those in need of or interested in creating creating a cross-channel digital strategy, look no further than here).

Mobile CRM: Since campaign goals cannot be reached in a day (changing the U.S. education system being a perfect example), the corresponding marketing push has to follow suit. Marketers have to develop a relationship with their intended audience, as opposed to just catching attention momentarily.

Digital code ROI: They’re easy to deploy, use, and perfect for today’s digitally savvy society. This study provides a road map for putting them into action.

Read the full case study to get the details. It’s available for download here.