An Instagram grandma called “Baddie Winkle” says she has been stealing your man since 1928.
Holiday company Hotels.com have got together with a bad-ass grandma who calls herself “Baddie Winkle” to encourage people to go travelling (staying in their hotels, of course). Using the hashtag #BadAssBucketList you can follow her adventures. You can even contribute yourself to the hashtag should you be a granny looking to feel up some prime young beef.
Baddie is promoting Hotels.com Rewards program, which gives patrons a one-night freebee in a hotel for every 10 stayed. She says, “I have always wanted to party in London, go to the Moulin Rouge in Paris and watch cheeky volleyball players do their thing on a beach in Brazil!”
Now as a micro-influencer, she can perve on Brazilian boys on a holiday company’s dime. Which is nice work if you can get it. All the Insta-grandma has to do is to flit around a number of hotels, staying there and showing fans what she gets up to inside them. Baddie wrote on her Instagram page recently; “I’m international baby!”
nternational indeed. The 89-year-old microinfluencer even has her own celebrity fans, including Miley Cyrus, Khloe Kardashian and Nicole Richie. Perhaps they will be watching with glee as she mixes rooftop cocktails in NYC, rubs shoulders with NFL players, and helicopters over The Grand Canyon. It’s a tough life, but someone’s Nana has to do it.
So why are a holiday company hiring a bad granny? Because they want boomers with cash to come and stay. But that’s not all. According to the astonishing results of a recent survey, one in five people under 30 have confessed that their travel plans are inspired by their favourite oldies. Who knew that oldies could be travel inspiration? The marketing people at Hotels.com knew. Oh hell yes, they knew.
Baddie brings her granddaughter along on the trip, and this seems to fit in with accusations that millennials are a bunch of home-loving familystalking squares. 40 percent of millennials would prefer to complete their bucket lists with their parents or grandparents – rather than with a celeb (11 percent), siblings (28 percent) or on their own (25 percent). What the….?
One in eight confessed that their gran (or nana) was cooler than them and travelled more than them. For those of us in marketing? Let’s remember that the best micro-influencers might be someone you haven’t considered before. Like grannies in leather dresses. Who are on their way to steal your man. Now would be a good time to panic. ■
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Editor for Silver Magazine Gold Coast