Klarna is an online shopping app with a young target audience who A) dislikes advertising, B) don't watch traditional TV, and C) have absolutely no interest in hearing from a Swedish Fintech.

We had to reach our audience where they were with content that they actually wanted to engage with.

So, we created “Swedish for Smooother Shopping,” a social-entertainment series featuring over 60 unique pieces of feed stopping content and first of a kind interactive experiences. We successfully used our quirky Swedish personality to gain outsized attention from our new millennial target audience. Getting millions to experience shopping with Klarna.

Klarna, the shopping app from Sweden, faced the challenge of launching in America.

Trusted in Sweden, yet completely unknown in America with virtually zero awareness, and up against the world's largest companies: Amazon. WalMart. Apple Pay. PayPal.

Our brief was to launch Swedish Klarna in the U.S., and introduce young Americans to a better, smoother way to shop with Klarna.

Brand Objectives: Awareness, trial - app downloads and user growth.

Social Objectives: Drive views and engagement, to support brand goals.

Klarna was unknown in the U.S., however, 91% of young Americans perceived Sweden to be a progressive and tech forward country. So, we borrowed the positive equity of the entire country and launched “Swedish for Smooother Shopping,” turning absolutely anything Swedish into hard-hitting social ads for Klarna.

From Swedish cinema and TV shows, to commercials, soap operas and more - we transformed 50 years of Swedish film content into over 60 new social films by rewriting the Swedish dialogue with reimagined English subtitles about how great shopping with Klarna is.

We used our Swedishness to get all of America’s attention and then through a series of interactive firsts, got millions to experience shopping with the Klarna app.

Up against the world's largest competitors. Outspending them to gain awareness was not an option. Armed with the statistic 91% of young Americans perceive Sweden to be progressive and tech forward, we doubled down on our quirky Swedish personality to gain outsized attention from our new millennial target audience. Creating “Swedish for Smooother Shopping,” a social entertainment series and mobile first interactive experiences.

2020 was the year the world went into lockdown. Uncertainty was up and discretionary spending was down. Just as people’s worlds were getting smaller, Klarna asserted themselves as the solution to clunky and uninspiring online shopping experiences by bringing Klarna’s modern shopping experience into the content and social feeds of our audiences. Creating: Shoppable Entertainment. Successfully uniting media and commerce and integrating Klarna into popular culture with socially led interactive experiences, shoppable films, gaming takeovers that got millions of our target experiencing shopping with the Klarna app.

We transformed 50 years of Swedish film content into 60+ new pieces of social-entertainment by rewriting the Swedish dialogue with English subtitles about how great Klarna is. Designed for social feeds, our technique allowed us to be shamelessly hard-hitting.

From June-2020 through January-2021, we released our social film series across Facebook, Instagram, YouTube, Snapchat, Twitter and Twitch. Releasing new films to keep engagement rates high, we built a cult following on social-media. We then got millions to experience shopping with Klarna through a series of social and mobile experiences. We made interactive films targeting specific passion groups that people could shop. Made Animal Crossing shoppable creating little Sweden Island, live-streamed on Twitch. Made outfits in the hit TV-show ‘Killing Eve’ shoppable in real-time, exclusively in the app.

Ultimately bringing the Swedish way of shopping to America’s biggest stage: The Super Bowl, with an interactive social initiative highlighting minority owned businesses.

The Swedish for Smoother Shopping social campaign delivered brand and marketing results that surpassed all targets, and fuelled business results that exceeded expectations.

Considered incredibly successful, generating 525MM+ impressions, 369MM+ social impressions, averaging 70%+ view-through rates across all films, generating 1.6MM+ click throughs, hundreds of thousands of shares, comments and engagements.

Taking Klarna from unknown to America’s fastest growing fintech delivering:

175% awareness increase

Over 200% increase in customers

Doubled U.S. users to 15 million

60,000 app downloads daily

Tripled active users year-over-year

Klarna valuation tripled from $10B to $31 Billion