US consumers don’t understand what Klarna does yet. We have been doing a great job of driving awareness, but are still lagging behind on product awareness and consideration. The winners in the category are those with first-user advantage, which means we have to accelerate growth among new audiences. To do this, we needed to incentivize new users to think of Klarna the first time they consider a BNPL option. We also needed to compete beyond just BNPL by finding authentic ways to enter into pop culture.

The brief was to get sports fans to shop and pay with Klarna by being the brand that gives them bragging rights.

The objectives were to drive awareness and consideration of Klarna’s core product offering.

Creative idea: Klarna and Angel City FC tapped USWNT-founded retailer, Re-Inc, to design and produce the “New Everyone Club” capsule collection for everyone and everybody who wants to reimagine our world. Adopting the community value of being change agents, we turned the traditional idea of soccer being seen as a boy’s club to a place where everyone could be a member. This collection embraced historically underrepresented groups to fuel the sense of community around the sport.

Creative insight: Fans of women’s sports are composed of a diverse subset of individuals who are eager to own a piece of the action and demonstrate their fandom through what they wear and buy. Through the creation of bespoke merchandise, fans were able to showcase their passion and their desire for equality while Klarna demonstrated that their are the ultimate shopping destination for all types of fans.

- Opportunity for self expression. It’s not just a game, but a platform to express and define yourself. 57% of fans say sports defines them vs 30% who say religion defines them.

- Seeking a feeling of togetherness. Stemming from a desire to be part of a tribe, bound together by a shared sense of community and identity. Approximately 26% of women state they watch sports because of their family, compared to 21% of men.

- Proving their fan legitimacy. Showing dedication to their team is associated with integrity and standing by something that is larger than themselves. No matter if the team is winning or losing. Note: This is a more pressurised landscape for women. Female fans think they need to put in an extra 20% to prove their legitimacy as a fan.

- Reach: 500M Total Impressions

- Engagement: 100K

- Brand perception: The amplification of the capsule collection activation saw strong engagement from fans across the board with 98% of the social chatter was recorded with a positive reaction.

- Change in behavior: 1,400% increase in ACFC sales via Klarna from prior week

Achievement against objectives:

- 470M Total Earned Media Impressions across 8 articles in outlets that Klarna doesn’t typically get inclusion within.

- 17% increase in US Klarna App sales from week prior - a YTD high (contributed to).

- 15% increase in organic Klarna Google searches in CA.

- Key articles that ran on People, Boardroom, Yahoo!, etc. were all perceived highly for challenging the status quo.