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...