Case Study

Driving financial health across Philadelphia

How Growthr powered a hyper-targeted digital campaign to reach low-to-moderate income residents across 45+ zip codes, connecting community members to savings tools and financial health resources.

The Challenge

Place-based growth in a
precision market

Wells Fargo Foundation wanted to deepen its financial health investment in Philadelphia, not with broad national campaigns, but with hyper-targeted outreach to LMI communities across specific neighborhoods. The challenge: drive meaningful member acquisition in a tightly geo-fenced market.

Hyper-local targeting

Reaching residents across 45+ specific Philadelphia zip codes, from North Philly to Southwest, without the luxury of broad audience targeting.

Financial inclusion

Engaging underserved communities with a savings-first message, bridging the gap between financial tools and the people who need them most.

Funder alignment

Meeting Wells Fargo Foundation's place-based strategy goals while maximizing community impact and delivering compelling storytelling opportunities.

Our Approach

Precision targeting.
Community impact.

Phase 01

Audience Architecture & Geo‑Mapping

Mapped 45+ Philadelphia zip codes across seven distinct neighborhoods. Built custom audience segments targeting LMI residents within precise geographic boundaries, layering demographic and behavioral signals to maximize relevance.
Phase 02

Multi-Channel Campaign Launch

Deployed geo-fenced digital ads across Meta platforms with Wells Fargo co-branded creative. Directed traffic to a custom landing page featuring WF branding and a clear path to SaverLife membership.
Phase 03

Savings Challenge Activation

Launched a 26-day Philadelphia Savings Challenge with a $15K prize pool, including a $5,000 Grand Prize. Built a custom dashboard race tile and engagement loop to drive savings behavior and account linking.
Phase 04

Community Impact Event

Partnered with Wells Fargo to host a Super Saver Award ceremony at Enterprise Center Philadelphia, a press event alongside the Mayor's office, celebrating the Grand Prize winner and amplifying the campaign's community impact.

Campaign Intelligence

Data-driven targeting
at neighborhood scale

Geographic Reach

Campaign coverage across Philadelphia neighborhoods

North Philadelphia

Northeast

Center City

West

South Philadelphia

Southwest

Northwest

Conversion Efficiency

Stage-over-stage conversion rates

Ad → Click

Ad Reach

Click → Signup

Member Registration

Signup → Linked

Account Linked

Linked → Active

Savings Challenge

Savings Challenge Engagement

26-day Philadelphia Savings Challenge participation trend

Results

Community reach.
Real engagement.

Running a hyper-targeted geo campaign means precision over volume. We built a full acquisition-to-engagement pipeline across seven Philadelphia neighborhoods, drove meaningful savings behavior through a 26-day challenge, and culminated in a press event with the Mayor's office celebrating the campaign's community impact.

45+

Zip Codes Activated

$15K

Prize Pool Deployed

Press Event w/ Mayor

100%

Funder KPIs Delivered