Instagram’s hippest grandma stars in Stash, an investing app, to show the world anyone can retire like a “Baddie.”
Baddie Winkle is not your typical influencer. With over 3.7 million followers on Instagram and her love for colourful swimsuits and lingerie, she definitely seems like the type of online personality brands would want to work with. Did I mention that Baddie is 90 years old?
Baddie has teamed up with Stash for their latest campaign to promote their mobile investment app. Stash’s mission is to simplify investment and make it more accessible. The campaign targets millennials, and encourages them to start investing in their futures – to be able to “retire like a Baddie.” The campaign began on social media with the help of baddie Winkle herself and will feature a video and an interactive landing page, as well as murals in Brooklyn, New York.
“As it is, two-thirds of millennials aren’t saving for the future,” according to a statement from the company. “For many, it’s because they have a hard time envisioning their life so far down the line, creating a major disconnect when it comes to financial planning. Enter Baddie: the epitome of what it means to be ‘living your best life’ at any age.”