To address the societal and industry wide challenge that women are much less likely to invest, feeling the investment market is not for them, Fidelity wanted to break the category mould. Forever.
Founded on the insight that when women do invest, they perform better, we turned Fidelity’s female fund management expertise and propositional strength into a campaigning platform that would mobilise industry, government, and investors (both men and women).
Creating a unifying campaign narrative – #investlikeagirl – the integrated comms plans saw high impact creative imagery, thought leadership content and a go to market strategy that would ensure a snowball effect across all earned and owned media channels.
The movement led by Fidelity, but industry inclusive, secured high-profile engagement by convening the ‘Women & Money’ Lab, attended by MPs, stakeholders, consumers, vloggers and the media. It’s led to an ongoing commitment to finding lasting solutions.
Fidelity have achieved industry and political recognition for their leading role in tackling the gendered savings gap. With over 200 pieces of coverage, including leading consumer magazines, the campaign is now launching internationally in Australia, Japan and Germany.
Winners of Judge’s Award for Marketing Excellence and B2B Campaign of the Year at the Financial Services Forum Effectiveness Awards 2020.