Harvard FCU had just blown up its field of membership. Legacy SEG lists weren't going to reach the new prospects. The rebrand needed the media to catch up to the scale of the charter change.
Omnichannel Lift / Census Targeting
Harvard FCU is here
Conversions up 460%. We stopped using SEG lists. — After the 2024 rebrand and charter expansion, the old SEG lists couldn't reach the new footprint. So we stopped using them.
Context
The setup.
Move
What we did.
We activated census-tract–based targeting and built the HERE and Alumni Card campaigns around the new footprint. Scale and precision at the same time — instead of trading one for the other.
Result
What it moved.
Site traffic surged 34% YoY to more than 1.1M sessions. Pageviews climbed 50%. Key Events jumped over 460% — from 14,000 to nearly 79,000 conversions.
Campaigns delivered 10.2M impressions, 48,000+ clicks, and a combined 0.47% CTR — more than four times the industry benchmark.
Site traffic YoY
34%
Conversion lift
460%
Impressions
10.2M
CTR vs. industry
4×
Channels
Hulu · Disney+ · Meta · Display · Retargeting · Peacock · OTT · Census Targeting
