Fidelity has opted to reach out to women through a number of Instagram influencers with hundreds of thousands of followers as part of a successful effort to engage women on the topic of money, according to news reports.

The company worked with marketing firm SheSpeaks to reach "popular social media personalities," such as Los Angeles-based Camden Scott, a 31-year-old who typically talks about wellness, skincare and clothes and has amassed 444,000 Instagram followers since starting her channel in 2015, Adweek writes.

Scott's foray into finance — she started her channel with a video titled, "How I Beat My Acne" — was subtle, according to the publication.

"I get a lot of questions about finances and how to save and budget and invest," Scott said, according to Adweek. "But I don't think I've really shared much about my own personal struggles and getting my finances in order. I would always shy away from discussing finances. I was so embarrassed that I didn't know more or didn't start investing sooner."

Fidelity sponsored the video as part of a broader social media campaign running from April through June that also featured other influencers with more than 100,000 followers each on Instagram, including Jennell Stewart (@jennellbstewart), Adrianne Betz (@little_adi_co) and a Michigan mom named Rupal (@totallymom_sense), the publication writes.

But according to Adweek, the size of their following wasn't the only determinant in Fidelity and SheSpeaks' choice: It was also "their ability to broach the freighted topic of finance with the same informal, one-on-one approach they use to post about stuff like raising kids, reading books or working out," according to the publication.

Betz, for example, "posted a selfie with her new swimming pool as a way of broaching the topic of how difficult money management had been for her," according to Adweek.

The Instagram campaign was an "extension" of a program called Women Talk Money, an online community Fidelity launched to "talk openly and honestly about the ins and outs of money and investing — so that you can too," with a focus on "oft-overlooked gender differences when it comes to the importance of investing," according to the publication.

Another part of the campaign featured half-hour Q&A programs via Zoom called Women Talk Money Live, moderated by Lorna Kapusta, Fidelity's head of women and customer engagement, and two investment counselors, Adweek writes.

"Thousands and thousands of women joined those discussions," she said, according to the publication. "And those questions coming in [were] everything from 'How much do I need in an emergency savings and where should that money be?' to 'If I lose my job during the pandemic, how do I make sure I'm prepared?'"

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