Title	HEARTBEATS 4 SNEAKERS
Brand	KLARNA
Product/Service	KLARNA SHOPPING SERVICES
Category	C04. Competitions & Promotional Games
Entrant	KLARNA Stockholm, SWEDEN
Idea Creation	KLARNA Stockholm, SWEDEN
PR	KLARNA Stockholm, SWEDEN
Production	KLARNA Stockholm, SWEDEN
Production 2	DIKTATOR Stockholm, SWEDEN
Production 3	WE ARE YOURS Stockholm, SWEDEN
Post Production	DIKTATOR Stockholm, SWEDEN

Name	Company	Position
Amanda Lindgren	Klarna	Creative
Julia Klyvare	Klarna	Creative
Jesper Hellzen	Klarna	Visual Art Director
Pontus Gustavsson	Klarna	Designer
Calle Reimers	Klarna	Design lead
Cameron Thorne	Klarna	Copywriter
Rickard Berggren	Klarna	Content creative
Felix Eller	Klarna	Service Delivery Specialist
Tina Bragfeldt	Klarna	Marketing Associate
Mark Godfrey	Klarna	Marketing Manager
Leo Holte	Klarna	Marketing Manager
Mikael Vig Mangell	Klarna	Marketing Manager
Christian Cabau	Klarna	Marketing Director
Magnus Lindholm	Klarna	Head of Media
Daniel Jontén	Klarna	VP Marketing
Simon Jung	Diktator	Director
Sergej Israel	Diktator	Producer
Per Welén	Diktator	Executive Producer
Fredrik Stutterheim	We Are Yours	Creative Technical Director
Karl Wahlström	We Are Yours	Creative Technologist
Johan Lindgren	We Are Yours	Art & Motion Graphics Director
Jonas Stenqvist	We Are Yours	Producer

Why is this work relevant for Brand Experience & Activation?

Sneaker shopping is a massive industry, estimated to reach USD$77Bn in 2020, but the shopping experience is not that smooth. Particularly not when it comes to online raffles, where the major issue is that bots (automated programs) have taken over and are preventing those who are most passionate about sneakers to get what they love. To help combat this, Klarna created the world’s first online raffle that bots can’t enter. By using innovative BPM technology that uses the camera of smartphones and laptops to measure one's heartbeat, we could ensure only humans could enter and elevate the experience for sneakerheads.

Background

Situation: Sneaker shopping is a massive industry, estimated to reach a global value of USD$77Bn in 2020. Brief: How can Klarna - one of the world's leading fintech brands, with a mission to reshape the shopping experience and become the world's favourite way to shop - tap into the sneaker community in an authentic way? Objectives: Drive awareness and engagement within the (European) sneakerheads community, in a way that also generates spillover effects to the larger sneaker community (i.e. everyone who likes to shop sneakers).

Describe the creative idea (20% of vote)

Klarna created the world's first bot-free sneaker raffle, where people had to join with their actual heartbeat. We leveraged innovative BPM technology that uses the camera on smartphones or laptops to detect changes in color under the skin caused by the flow of blood. Those who took part simply held their finger to the lense on their device to prove they have a heart that beats for sneakers, and in just a few seconds we could tell if they were human or not. The drop (collection) consisted of the most hyped sneakers of the last decade, curated in collaboration with the sneaker experts at Highsnobiety. Following the raffle we launch a “Sneaker Deal Week”, using the same innovative tech but this time to create a gamified deals experience. Based on how much their hearts beat for sneakers, passionate shoppers could generate unique deals from Klarna’s best sneaker merchants.

Describe the strategy (20% of vote)

Primary target group: Passionate sneakerheads in the UK and Germany Secondary target group: Sneaker shoppers in UK, Germany, Netherlands, Norway, Sweden, Austria, Belgium and Australia Tertiary target group: Businesses/brands selling sneakers, i.e. existing and/or potential Klarna merchants Approach: Create a joyful and unexpected experience for sneaker lovers that clearly proves that Klarna elevates the shopping experience, and do it in an authentic way.

Describe the execution (30% of vote)

Phase 1, Tease: 29.06-01.07 We started to build hype by revealing the drop in collaboration with Highsnobiety and Sneakerhead influencers. Placements: - heartbeats4sneakers.com (countdown) - Highsnobiety editorial + social - Influencers - Paid social - Klarna owned channels - PR Phase 2, Engage: 02.07-06.07 We launched the Smoooth raffle that premiers passion over bots by only allowed humans with whose heart beats for sneakers to enter. We amplified engagement by collaborating with influencers from the sneaker community. Placements: - heartbeats4sneakers.com - Highsnobiety editorial + social - Influencers - Bought social - Klarna owned channels - Paid social - Online video - PR Phase 3, Scale: 07.07-13.07 We launched 'Sneaker Deal Week' to demonstrate at scale that Klarna offers the best sneaker shopping experience. Placements: - heartbeats4sneakers.com - Influencers - Klarna owned - Paid social - Online video - Display - Merchants

List the results (30% of vote)

650.020 visitors to campaign site during the 2-week campaign period 185.094 signups on campaign site during the 2-week campaign period 1m 54s average session duration on campaign site +700M earned impressions +75 articles featured the campaign +60% increase in traffic to participating sneaker brands (deal week) 41% increase in Klarna orders at participating brands (deal week) 26.7M impressions on Youtube +10.2% lift in brand awareness on Youtube +36% view rate on Youtube vs. average campaigns in the industry 57% of viewers on Youtube reached call to action, outperforming avg campaigns in the industry +90% impressions in Highsnobiety channels vs. benchmark +82% engagement in Highsnobiety channels vs. benchmark +520% CTR in Highsnobiety editorials vs. benchmark +107% engagement rate in our "sneaker ambassadors" social posts (IG Story) vs KPI +162% increase in likes on Klarna Instagram (2-week campaign period vs previous 2 weeks)