NerdWallet: Leveraging Whitelisting Ads on TikTok and Instagram

Background

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NerdWallet, a personal finance website and app, aimed to reach younger audiences on TikTok and Instagram, drive brand awareness, and increase app downloads by promoting financial literacy through creator-led content.

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The Overview

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With Saya Digital, NerdWallet executed whitelisting ads featuring influential creators. The campaign used authentic creator content distributed via paid media to build trust and drive installs among young adults.

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The Strategy

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Creator Selection: Influencers were selected based on audience fit, engagement, and relevance to personal finance topics

Whitelisting Ads: Sponsored content blended into creators’ feeds while highlighting app features and calls-to-action

Targeted Distribution: Ads were delivered using platform targeting by age, location, interests, and behaviors

Monitoring and Optimization: Performance was tracked for reach, engagement, installs, and conversions to scale winning assets

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Driving Success

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Increased Brand Awareness: Creator reach introduced NerdWallet to new audiences on TikTok and Instagram

Engagement and Trust: Relatable, authentic creator content improved sentiment and drove deeper consideration

App Downloads: Clear value messaging and social proof translated into higher install volume

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Conclusion

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Whitelisting on TikTok and Instagram helped NerdWallet combine creator authenticity with paid reach, improving awareness, engagement, and app downloads. Ongoing optimization ensured the strongest content and targeting were scaled for impact.