Nu faced the challenge of building trust in Colombia’s highly competitive financial market. With the #CompartesNuPorque campaign, the brand partnered with Winclap and TikTok to feature real users who already used the app, turning them into authentic storytellers of their own experience. A validated strategy that proves credibility is earned when customers themselves tell the story.
Nu was born in 2013 with a simple idea: to make finances clearer and easier for everyone. Today, more than 122 million people in Brazil, Mexico, and Colombia choose the brand to manage their money in a simple, secure, and transparent way.
In 2020, Nu arrived in Colombia with a clear challenge: earning people’s trust in a country where traditional banks have a long history and financial security is a sensitive issue. To achieve this, Nu knew that good products alone were not enough: it was necessary to build a close, clear, and credible relationship from day one.
The big question the team faced in 2024 was: How to build trust in a competitive context with limited budgets?
The challenge was not only to give visibility to Nu’s products —Nu Account and Nu Card, key in the regional expansion in Colombia— but to ensure potential clients felt confident enough to choose Nu as their financial entity. For that, the strategy had to go beyond corporate messages and find a credible vehicle to convey security.
The answer was in social proof: working with content creators who were already real clients of the brand. Instead of relying on influencers without a genuine link, the idea was to give prominence to people who actually used Nu in their daily lives, capable of recommending it naturally. Thus, users became the most powerful voice in building the trust the brand needed.
The pillars that had to guide the campaign were clear:
“We had a challenge: launching a trust campaign backed by our own clients. All this in a very competitive context —end of the year— with a small budget and high advertising costs.”
— Vanessa Barreto, Marketing Manager, Nu Colombia
With this challenge in mind, in April 2024 the Nu marketing team worked with Winclap’s Creative Studio on the campaign #CompartesNuPorque. It was carried out through a TTCX package, TikTok Business platform that helps advertisers connect with agencies and creators to produce and distribute content on TikTok.
The concept was supported by the Member Get Member (MGM) program, leveraging genuine recommendations between users as the most effective way to build trust. The premise was clear from the beginning: they weren’t looking for creators recommending an app they didn’t know, but users who had already tried Nu and could talk about their experience as their own —as naturally as recommending a restaurant, a movie, or a useful app.
During the campaign, the real protagonists were 3 user-creators. Each one answered a single question: Why would you recommend Nu to someone else?
That simple trigger became the basis of fresh, authentic, and credible content, both organic and paid, where personal testimonials were reinforced with storytelling and concrete data about the platform’s solidity and security.
“The key was working with creators who truly use Nu in their daily lives. This way, they could recommend the platform with the same passion they use to share financial tips, apps, or favorite places.”
— Iván Noguera, Content Partner Lead, Winclap
The creative concept revolved around the idea of sharing something valuable without expecting anything in return. Recommending Nu wasn’t an advertising act, but a gesture of trust and generosity toward other potential users.
Why share Nu?
The #CompartesNuPorque campaign exceeded expectations, even in a highly competitive seasonal context and with a limited budget.
Between December 3, 2024, and January 31, 2025, the following results were achieved in paid distribution campaigns:
TikTok consolidated itself as the star platform of the campaign: it reached 40% of the target audience and became the number one channel in new user acquisition, with 50% of total conversions.
“The campaign confirmed that our product is so easy to use and so loved that our clients don’t hesitate to recommend us.”
— Ricardo Torres,Media Manager, Nu Bank
Beyond the numbers, this case left valuable lessons that can serve as a guide for any brand looking to work with creators who are already users of their product.
The greatest value of this case was achieving authenticity and a real connection with the community, always respecting the platform’s native language.
The most effective campaigns not only convey what the brand wants to say: they connect with what users truly need to hear.
#CompartesNuPorque proved that building trust doesn’t depend solely on large budgets or immediate business metrics. The real success was validating a model of content creation with user-creators, where recommendations flow naturally and the brand gains real credibility.
This case was not just a campaign but a learning: when clients become narrators of their own experience, the voice of the community becomes the most powerful strategy.
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