Klarna: Smoooth

Swedish bank Klarna ran a multi-year, brand-building campaign to increase its user base, grow valuation and turnover, and build fame by positioning itself as a status brand.

Objectives

As Klarna hadn't done that much advertising before and embarked on a journey with a new concept, they defined the following objectives.

  • Decrease the share of people who say they would never use Klarna from 20% to 10%.
  • Increase the valuation.
  • Increase turnover.
  • Increase the number of merchants.
  • Increase the number of consumers.
  • By, as Klarna says, "become a world famous brand".

Summary of the work

What do swimming, furry, made-up-animals, cashmere toilet paper, jello, golden peanut butter, Snoop Dogg and A$AP Rocky have to do with a bank? Well, everything.

Ever heard anyone shout out that he or...

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