Agency: Make Your Mark
Client: Klarna
Brief
In spring 2019, Klarna planned to run an offensive marcoms campaign to strengthen their presence on the US market. Four key goals were established: increase the number of downloads of the app in the US; increase the number of e-purchases made using the app in the US; increase the number of people using the app in the US; and increase the number of people who purchase goods using the app in the US.
To do this, we used several digital channels, primarily social media channels, newsletters and the Klarna app. Communication is at the core of the brand and they want to be associated with popular culture phenomena to attract a younger and 100 per cent digital customer base.
Solution
The solution focused on two channels: social media and the Klarna app.
Two editorial concepts were developed for social media:
Newsjacking – a news-based, fun and smart way to link Klarna’s communication and functionality in the app to current affairs and pop-culture news stories. The premier of Stranger Things? Elton John’s dress sense when the film about his life had its premier? Quentin Tarantino’s Once Upon a Time in Hollywood? It’s possible to connect much of what happens in pop-culture to communication for a brand such as Klarna. The team combined these popular culture events with the experience and benefits of using the app by publishing images and animations on Instagram.
#50shoppinghacks – a fun and smart way to create a smoother shopping experience for customers. Fifty lifehacks focused on shopping – what time of day is it best to shop online? How do you find items in your size? How do you get free delivery? – combined with instructions about how shopping with the Klarna app makes the entire experience considerably easier were published on Instagram.
For the Klarna app:
Inspirational articles focusing on shopping and lifestyle that were published regularly in the news feeds of app users. The articles were designed to inspire and entertain Klarna app users, increase the amount of time they spent on the app and thereby strengthen customer loyalty.
All these content concepts aligned with Klarna’s primary advertising campaigns and sought to reach new clients. The project was characterised by close dialogue and continuous evaluation and fine tuning of ongoing concepts based on how the target group reacted to them.
Results
Purchases: an almost 300 per cent increase in the number of invoices issued using Klarna.
Daily app users: close to 100 per cent growth.
Shoppers: 10,000 new users per week.
App installs: 10,000 to 14,000 new app installs per day.
Fantastic results that show how a brand that dares to make some noise, play with its communication and link it to pop-culture experiences can reach a younger, entirely digital audience.
