Utilize influencers to encourage women to take charge of their financial journey and establish Fidelity’s Women Talk Money community as the place for women to turn to as a dependable and consistent presence in women’s financial lives. Influencer content should drive followers to sign up for the free community.
Knowing that money can often be an uncomfortable topic for women to discuss, SheSpeaks sought out female influencers to function as conversation leaders and gateway to the important discussion of money, planning etc. Influencers were selected based on their ability /comfort in discussing their own ‘money-story’ and their current place in life stage events that made sense for the program. For example, Camden Scott was selected because she is recently engaged, planning a wedding and just bought a house for the first time. The topic of money and investing was top of mind for her and she was excited for the partnership. As a result, it was a natural connection and topic for her audience. Utilizing influencers like Camden, selected for their ability to authentically have a conversation with their audience, is what helped drive high engagement rates, reach and awareness for the campaign.