Instagram’s Hippest Grandma Lives Large in a New Campaign for an Investing App

The colorful 90-year-old retiree's lifestyle is the focus of Stash's campaign

The campaign encourages its customers to retire like 90-year-old Instagram icon Baddie Winkle.
Headshot of Alissa Fleck

She’s not your typical Instagram influencer, but 90-year-old Baddie Winkle might just be the most badass. Now, with her 3.7 million followers and penchant for posing in colorful swimsuits and lingerie, Winkle has teamed up with a mobile investing app called Stash for their latest promo. Stash’s mission is to simplify investing and make it more accessible.

The campaign, which encourages young people to “retire like a Baddie” by investing in their futures, will span social media, video and interactive landing pages, as well as murals in Brooklyn.

The promo includes social, landing page and video ads.

“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.”

The campaign, which officially launches on Monday, also urges the public to visit Stash’s landing page to generate their own “future self” name.

The campaign extends to murals in Brooklyn.
@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.