In the Old Boys' Club of Investing, Here's How Fidelity Used Influencers to Speak Only to Women

Finding the right social media stars is key to a credible message

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If you happen to be among the 444,000 Instagram followers of L.A.-based Camden “Cammie” Scott, you know the sort of content the perky creator is likely to drop into your feed.

She breezes through topics like health, wellness and wardrobe. But the 31-year-old really likes to talk about skincare. An average Instagram video will feature Scott tutoring her digital disciples through the rigors of double cleansing or getting a shot of Botox. She tests out a dizzying array of facial emollients made by brands like Biossance, Elemis and Versed Skin.

It’s

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