If you’re a woman of a certain age (say, 18-34), you may have noticed that Hillary Clinton has been spending a lot of time hanging out with members of your cohort: Uzo Aduba, Lena Dunham, Abbi and Ilana from Broad City, to name a few.

This fall, the Democratic frontrunner has gone full-on millennial female, talking about Planned Parenthood on Snapchat, race and The Good Wife on Buzzfeed’s Another Round podcast, Lady Gaga and Missy Elliot in Billboard, and feminism in Lena Dunham’s Lenny Letter. Dunham, who is a vocal Clinton supporter, recently announced that she will head to Iowa to campaign for Clinton in 2016.

At the same time as the former secretary of state is on her young-female-focused pop culture blitz, her campaign is ramping up its millennial voter strategy, hosting networking events for young women, bringing campus pro-Hillary chapters into the fold, and relying on a diverse team of female interns, volunteers and organizers to keep the campaign wheels turning.

Whether Clinton will sway a majority of young women to support her in the primary remains to be seen. In recent polls, Democratic voters under the age of 35 support Bernie Sanders, and the younger you go, the more they feel the Bern – but what is clear is that the issues that matter to voters under 35 aren’t just shaping Clinton’s strategy, but shifting her messaging and even her policy positions.

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Take campus sexual assault. Before the Democratic frontrunner rolled out her policy proposal – itself a first for a presidential campaign – her policy advisers held calls with campus sexual assault activists, according to a member of Clinton’s campaign team.

The feedback from those activists shaped both the policy and its rollout, which happened via video and interview on Refinery29, a popular female-focused site covering culture, fashion and politics. After the policy rollout, the campaign held calls with leaders from several campus Students for Hillary chapters to strategize next steps.

That, the campaign says, is the strategy: Use pop culture and social media to attract news audiences, but focus primarily on boots-on-the-ground organizing.

“When she did the Refinery29 interview, that got a lot of play,” says Mini Timmaraju, the Clinton campaign’s director of women’s outreach. “The pop culture stuff, Katy Perry in Iowa, that was a big deal and people love it. But it doesn’t replace the organizing work.”

Those linkages, as it turns out, go two ways. In a Democratic primary where none of the candidates have the kind of grassroots enthusiasm that surrounded Barack Obama in 2008, each contender is trying to latch on to a particular social zeitgeist.

Sanders’s message about inequality lands neatly on the path paved by Elizabeth Warren, the activists of Occupy Wall Street, and other left-of-center politicians and advocates who have taken on the big banks. And Clinton, for her part, has embraced feminism, an ideology that was once seen as a detriment to her candidacy, and now is so mainstream that pop stars as thoroughly uncontroversial as Taylor Swift are aligning themselves with it.

The Clinton feminism of the 2016 election, though, is worlds away from the “women’s rights are human rights” Hillary feminism of the 90s, and certainly a departure from her 2008 decision to downplay gender entirely. It is both linguistically and politically reflective of today’s online feminism, which means interacting with female-centric popular culture as an inroad to talking about the realities that shape women’s lives.

“I guess she’s going on an episode of Broad City, which is like, wow – it’s a raunchy show, but it’s super cool,” says Samirah Swaleh, a 22-year-old recent college graduate in Texas. “It makes her really relatable. It also shows that she cares. The show is a fun show but it also tackles a lot of what young women experience. I think she’s tried really hard to relate to young women that way.”

The Hillary for America team realizes that if you want to bring young women into the fold, you not only have to meet them where they are, but you have to talk like them – and if you want to attract young feminist-minded activists, talking like a girl is less about “upspeak” and more about using words like “intersectionality” (a term Hillary for America’s Timmaraju drops three times in our conversation).

Younger women supporters really care just as much about immigration reform, criminal justice issues and climate change Mini Timmaraju, Clinton campaign’s director of women’s outreach

Young women, Timmaraju says, want to talk about college affordability, campus sexual assault, and reproductive rights. “But a lot of our younger women supporters really care just as much about immigration reform, criminal justice issues, climate change, and they have a feminist lens on a lot of those issues as well,” she says.

“When we’re talking about violence against women, they also want to talk about violence against transgender women, about how it disproportionately affects women of color. Same with the pay equity issue. They are very intersectional in their approach to these issues, and we are learning from them that we should not be talking about these issues in silos.”

For many young women, that resonates – especially when Clinton emphasizes the fact that her own experiences as a woman make her uniquely situated to tackle the problems Americans face.

“Hillary has stood by women since I can remember,” Swaleh says. “That’s why I’ve been backing her. I’ve always been in the Hillary camp, because I owe it to her, almost. I think she was a feminist before it was cool.”

Other millennial women, though, say Clinton’s feminism isn’t as broad as it needs to be. A recent Harvard Institute of Politics poll breaking out support for Clinton by age, race and gender shows the only groups under the age of 35 that back Clinton over Sanders are African Americans (49% of whom support Clinton, compared with 28 percent for Sanders) and Hispanic voters (36% versus 29%). Whites support Sanders 56% to Clinton’s 26%, and even women as a whole marginally lean toward the Sanders camp (40% for Sanders, 38% for Clinton). With women of color as her voting base, some say Clinton isn’t doing enough to demonstrate she understands their issues.

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“Women of color are left out of the conversation and out of the picture,” says Renee Bracey Sherman, 30, a reproductive justice activist in Washington DC. “I think it’s great that she defends Planned Parenthood, but can we talk about abortion access as an economic issue, not just, ‘Oh, let’s defend a woman’s right to choose’? That kind of stuff gets frustrating, especially as a black woman who has had an abortion.”

That gap between what Clinton says and what women of color experience, Bracey Sherman says, is mirrored in Clinton’s pop culture forays as well. “When I look at the long list of pop culture places she’s been, the majority are where young white feminists read, and not necessarily feminists of color or women of color,” Bracey Sherman says. “If she were putting forth issues that focused on women of color and their leadership and elevating their economic issues, she would then need to be doing these pop culture things with women of color. It can be a little bit frustrating to not see that reflected. But if it’s not reflected in her policies, it’s not going to be reflected in her pop culture.”

For their part, the Clinton campaign says she isn’t just going after the white female vote, and is actively focusing on the needs of women of color, who continue to be key organizers and supporters.

“What we are seeing on this campaign is a lot of enthusiasm from a lot of diverse young women,” Timmaraju says. “When you look at the broader range of women, particularly women of color who have been key in Democratic victories, we are doing exceptionally well. And younger women have been key in those communities.”

For now, Bracey Sherman, who supports Bernie Sanders, isn’t one of them. But with the right moves from the Clinton camp, she could be. “If [Clinton] were to change course and actually include women of color substantially in what she talks about, totally, I would jump ship right then and there,” Bracey Sherman says.

“If I could dream,” she adds, “I’d love to see her up there with Beyoncé.”